Firms have been set some rationalising goals for if they wish to succeed at online mailing campaigns and have been told to have it controlled by an email tsar.
According to Lena Waters, director of marketing for email marketing software firm EmailLabs, these simple steps can drastically improve a firm’s operations.
Of paramount importance is to centralise the marketing, making one employee responsible for an online marketing campaign – the “email tsar” as she calls it.
“This director or manager of email marketing needs the authority to enforce guidelines on how often subscribers can be contacted and what kind of messaging they receive which should all be based on subscriber opt-in preferences,” she writes at DMNews.
This tsar should be able direct resources from IT and creative services so to improve the campaign’s success and control an email marketing calendar to centralise a schedule.
A firm should also perform a companywide email inventory to find out what is happening. This involves looking at the messages from the customer retention system; the automatic reply messages on a website; and the marketing teams campaigns.
“It may take a bit of time and a lot of political wrangling to change your company’s approach to email marketing, but the overall success of your programme depends on it,” concludes Ms Waters.