Baby your email program
Jan 30 2007
My wife and I recently had our first child and as we have been watching very closely day by day I started to make associations with how starting a family is similar (note: I mean in theory in no way actual caring) to starting an email program.
May times I have seen clients know they need an email program so they get an account, have us create a template and start emailing. Now it is important to jump right in but you need to take the time to look at the day to day objectives to get a real outline of what is important and what the point of the program is.
Marketers should consider the following:
- What is the potential revenue impact of implementing an email marketing program (and what are the costs)
- What resources are needed to manage the project or what costs are involved in having a full service email marketing firm, like eROI, manage this for me.
- What other marketing channels will be integrated with email (radio, DM, print) and how do we best integrate
- Once I have started my program – my first email – what are my next steps
The last consideration is one that is all too often overlooked, what happens if the email has a low read rate, low click rate, conversion is not as high as you would like, web traffic is not significantly impacted? All of these scenarios need to be considered so when it happens you know what to do. The first days of your email program are vital, similar to a child’s life. You need to study it – closely – and know what to do when something comes up that you might not anticipate.
Turn what looks like a problem into a strength. Help your email program grow and do not just let it sit uncared for.
What do you think are the most overlooked items when a program is first implemented?
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