GET THE MOST OUT OF YOUR EMAIL PROGRAM:
Create a Dedicated Email Marketing Team.
Don’t hurt your brand: Centralize your email marketing. Here’s how to do it right.
Stay inside the boundaries of email spam compliance rules, such as giving the proper opt-out permissions to users. Oversight protects you from being fined for breaking federal, state or international email regulations.
While sending emails is one of the most cost-effective marketing channels, the time it takes to create mailing lists, build an email or campaign strategy, and design, write, and dev your actual emails is invaluable. By putting one department in charge of your email marketing, you’ll waste less of your marketing budget on duplication.
SET CONSISTENT EXPECTATIONS
With one team in charge, your messages are more likely to be informed, coherent, and on-brand. That’s part of setting clear expectations for your users—and essential to building trust.
DESIGN WITH DATA
Once you’ve centralized your email marketing, it’s far easier to inform your strategies and messages with data analysis, making it possible to send valuable triggered emails, based on distinct customer behaviors, that deliver more revenue per send than non-triggered emails.
TRACK YOUR PERFORMANCE
Monitor the results of your email marketing campaigns to see what works, what doesn’t, and how to improve. Your performance insights are far more useful if they stem from a systematic, centralized marketing effort, compared to random emails from multiple sources.