Successful local email is a partnership
Saturday, June 6, 2009 at 09:46AM Should local branches be allowed to manage their own email campaigns?
No!
Okay the answer is a little more complicated than just no! What is required is a partnership between the local marketing department, central marketing and the digital agency. Email strategies should follow strict legal and technical guidelines to avoid annoying your customers and being blacklisted by the ISPs yet many large companies are allowing their local branches to flounder all rules by managing their own campaigns.
Typical problems from locally managed emails:
- Poor design
- Poor technical consideration
- Poor understanding of standards and regulations
Local marketing should control the content, central marketing should approve and control the brand and the digital agency should maintain standards.
Successful Local Email Is A Partnership.
With good procedures and the right software any company can run a successful local email campaign.