As a marketer, you cannot overstate the importance of efficiency and efficacy in email marketing creation. In your world, you need to rapidly produce campaign assets that perform to plan, if not better.
Whether they’re emails, landing pages, or any other marketing asset, you and your team must be fast and good. And not once in a while – consistently. Do it all in less time and then achieve dynamite results.
The challenge lies in harnessing the two, efficiency and efficacy, to create a synergy, a kind of dynamic duo. Efficiency and efficacy are a different type of duo; having one lets you attain the other.
Efficiency is about optimizing processes
Efficiency is about streamlining your production processes to simplify and speed things up. With newly found time, you and your team can focus more on strategy to optimize performance that impacts marketing results. Being able to do that leads to better business outcomes, which is efficacy.
The efficient use of resources – optimizing processes, reducing costs, and saving time – empowers marketers to maximize their output without compromising quality. Here’s how efficiency relates to creating marketing assets.
Time is money: Efficiency directly translates to time savings, allowing marketers to focus on strategic initiatives. American entrepreneur and author Jim Rohn said: “Time is more valuable than money. You can get more money, but you cannot get more time.” By efficiently creating marketing assets, you free up time for critical activities such as analyzing data, brainstorming ideas, and improving overall marketing strategies.
Consistency breeds success: Efficiency ensures consistent branding across marketing assets. Consistency is crucial for establishing a strong brand identity and recognition. A recent study found that brand consistency can increase revenue by up to 23%. By streamlining design elements, tone of voice, and messaging, marketers can reinforce their brand, build trust, and boost customer loyalty.
Efficacy is about driving results
Efficacy is the driving force behind marketing impact, centering on the ability of marketing assets to deliver desired outcomes. It encompasses elements such as relevance, engagement, and conversion rates. Efficacy is paramount in creating marketing assets.
Relevance matters: Creating relevant marketing assets is fundamental to engaging your target audience. Accenture found that 91% of consumers are likelier to engage with brands that provide personalized and relevant content. By leveraging data and insights, marketers can create highly targeted and personalized assets that resonate with their audience, leading to increased engagement and conversions.
The power of persuasion: Efficacious marketing assets possess persuasive elements that drive conversions. Robert Cialdini, the author of “Influence: The Psychology of Persuasion,” observes, “People are more likely to say yes to those they know and like.” By incorporating persuasive techniques such as social proof, scarcity, and authority, marketers can effectively influence their audience’s decision-making process, leading to higher conversion rates.
Efficiency and efficacy: a dynamic duo that can win for you
The true power lies in harnessing the parallel importance of efficiency and efficacy to create exceptional marketing assets. Here are two examples of how they can work hand-in-hand.
A/B testing: Efficiency-driven A/B testing allows marketers to optimize their assets based on data-driven insights. By testing different versions of emails or landing pages, marketers can identify the most effective elements that drive engagement and conversions. This approach enhances efficacy and saves time and resources by eliminating guesswork.
Automation: Efficiency-driven automation tools can enhance the efficacy of marketing assets. For example, a leading insurer using a marketing creation platform saved 200+ hours on production-related activities. With the regained time, they conducted A/B testing and personalized the email content to yield a 19% increase in qualified leads and $32 million in sales pipeline.
Efficiency and efficacy are two sides of the same coin when creating marketing assets that drive results. Marketers can produce assets that engage their audience and deliver outstanding outcomes by optimizing processes, saving time, and focusing on relevance and persuasion. As a marketing professional, you must balance efficiency and efficacy to unlock your organization’s full potential and achieve marketing success.
Business executive and author Brian Tracy once said, “Efficiency is doing things right; efficacy is doing the right things.” You’d do well to embrace this dynamic duo and elevate your marketing efforts to new heights.
To learn how a marketing creation platform can help you achieve greater efficiency and better efficacy, download the eBook How building emails in ESPs/MAPs limits your marketing success. You can see Stensul’s Marketing Creation Platform in action here.
