Benefits of the cloud
The cloud has helped email marketers introduce new features that weren't available before, and it affords them all the benefits of a perpetual license ownership deal in an environment that can expand and contract as needed.
"Email has become more critical. We understand that service providers are out there, but we think we need to own it," says Ryan Deutsch, Strongmail's VP of strategic services and market deployment. "We can now give them a perpetual license for that same software but let them deploy it in the cloud."
Strongmail is one of only a few companies that offers email marketing applications hosted entirely from the cloud.
Why the need for ownership? It mostly comes down to cost and customization, Deutsch says.
Email, for all its lacking appeal on many fronts, is still the most watched and effective marketing channel for brands to communicate with consumers, executives, and other businesses.
Cloud-based email services are a good option for mid-sized businesses since they typically don't have huge data centers and IT teams of their own. Large enterprises typically don't apply because they staff to manage an email campaign of any size, yet there are some standout companies that rely exclusively on the cloud for their email outreach.
Businesses that are utilizing cloud-based services for email are benefiting from a range of customization options that allow them to deploy new features and expand their outreach quickly and easily.
"They don't have the administrative burden and technology management challenges" that larger businesses encounter when going it alone, Deutsch says.
Ownership enables a variety of customization features ranging from how the platform interacts with call center software to ecommerce solutions. Scale can also ebb and flow as needed, depending on each client's needs.
Throughput, frequency, and list size can all change with relative ease since cloud-based services only charge for usage on an ongoing basis.
"It's a much more dynamic deployment for the marketer," Deutsch adds.
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