Email Marketing Departments Heavily Fragmented
by Mike Phillips
Posted on 10.04.2007
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A StrongMail/JupiterResearch executive survey reveals that only 38 percent of email messaging efforts are centralized in one location. A whopping 24 percent say that 6 or more departments manage email campaigns, and another 38 percent use between 2-5 departments. The same survey found that, among the respondents, 27 percent of email sent to consumers is permission based.
What does it all mean? Email marketing efforts are all over the place. And that's not good. With the loads of spam delivered every day, permission-based emails are critical to the success of a campaign. And those receiving permission-based emails expect more than a typical blast email. The problem with a fragmented email department is in consistency. Different messages with different writers from different departments will produce an uneven experience. Not to mention communication issues that could result in messages being sent multiple times to the same recipients. Suddenly, those opt-in recipients are feeling like they are being spammed just like everyone else.
The solution is to centralize your email marketing efforts. One location with one department means a consistent message with consistent tones and tighter control over the process as a whole. Email recipients will ultimately get a more even experience.
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