E-mail Marketing
To keep you ahead of the competition!

Where does email live in your company?

I have found no matter what the size of the company, email marketing staffs usually consists of small teams. Coordination seems to be the key word here.

Whether it is managing agencies responsible for design and deployment or aligning with merchandising to make sure the right products get highlighted, email marketing is usually engaged with the very center of the company marketing efforts.

Email usually touches key marketing areas like branding, promotions and CRM. Learning to live cohesively with these different groups is essential. Regardless of whether email marketing is a sales, marketing, product or technology function, anyone managing email can expect to interface with all aspects in their roles.

Anyone wanting to be successful with their E-mail marketing must understand the long-term impact of treating their prospects and customers with respect. I want to stress this -- outside of face-to-face or telephone contact -- email and emarketing has the potential to be your most personal point of contact.

Email usually touches key marketing areas like branding, promotions and CRM. Learning to live cohesively with these different groups is essential. Regardless of whether email marketing is a sales, marketing, product or technology function, anyone managing email can expect to interface with all aspects in their roles

 

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Best practices

The most cited best practices were testing and monitoring metrics, without buying too much into the industry studies. While balancing your company's needs and reaching goals is important, I often stressed to my clients to focus all their decisions around the value and relevance of content to recipients.

• I have someone who isn't an integral part of the email campaign, test and review the creative and copy. I find the process of getting email campaigns out the door often needs some fresh eyes that can review all the little details that the customer will inevitably find, just in case you don't.

 

• Leave your daily planner at home-- this environment is about thinking on your feet and making judgment calls on a regular basis.

 

• Leave your pride at home… email is out there for the world to pick at and comment on. Unlike a website page, when an email gets sent it is gone…a mistake cannot be pulled down and changed. You live with it or decide on the best course of correction.

 

E-mail Marketing page section.2

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