January 01, 2005
Blog Entry

Wisdom - Email Marketing 8

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Lesson: For email marketing campaigns, communication is Key and it is your responsibility that the framework is in place for all personnel before hitting the ‘send’ button. I was working with a high-tech company who sold networking equipment. The company was clearly old school but wanted to do email marketing. Their email marketing strategy was sketchy at best so we went in there and overhauled the strategy and got the company on track. One of the email campaigns this company wanted to do was to develop email campaign to get at least 25 new firms in channel partner program by year-end. Process: Met with all internal departments impacted by this campaign for their buy-in, input and feedback. Had input in planning, development, and testing phases. Developed, tested, implemented, and managed campaign. Result: While we exceeded the goal of the campaign and improved the company’s house list in the process, the Sales Operations Manager decided to send out an email piece of her own. We did damage control by immediately sending a ‘we apologize for the oversight’ email, in fact, only a couple of recipients were bothered. Lesson: We did what we could to enable communication and we got a lot of GREAT feedback, we know next time, to better educate people on the campaign, our involvement in it, and how we were helping the company to reach its ultimate channel goal — more partners = more customers.

Sue Duris, M4 Communications, Inc., http://www.m4communications.com

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