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- John Caldwell
- Devon Kerr, IT Director, Peckar and Abramson
- Email Experience Council
- Jay Lambert Consulting
- Organizations sending bulk e-mails to customers or constituents risk the status of their own domain by not rigidly adhering to ISP bulk e-mail rules.
- Performing e-mail marketing services, such as list management, content and asset management, client-side testing, and analytics in-house can be expensive for SMBs.
- Extending e-mail campaigns to the dozens of popular social media sites is an emerging opportunity in e-mail marketing. However most organizations have not even addressed business use of social media, let alone how to define social media requirements for e-mail marketing.
- IT should work with Marketing to ensure that the right size product is purchased for the business needs.
- Focus on selecting a vendor that will work with your current CRM/LMA solutions or select one with these capabilities.
- IT should focus on supporting the data integration of the marketing solution and leave the implementation to Marketing.
Impact and Result
- E-mail is low cost and can have a high ROI when the right product is selected.
- E-mail marketing does not work alone; make sure you can integrate it into both social media campaigns and CRM.
- This is Marketing's domain – choose a solution that works for them and minimizes the impact on IT.
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