Explain in detail about centralizing email communication.
Answers
Explain in detail about centralizing email communication.
Explanation:
Companies with multiple divisions and product lines often operate email databases in their own silos. Centralizing the control of those email databases under one team can streamline campaigns.
Read about the benefits from a marketer who centralized multiple email databases. Includes five lessons on key aspects of the process, such as:
o Staffing the database team
o Spelling out duties
o Encouraging collaboration between teams
Share
Email marketers must balance their strategic and creative duties with technical challenges that come from building and maintaining databases. Often, they must also integrate their databases with other systems, such as CRM and Web analytics. They end up acting as “underpaid, underqualified CTOs,” says Kathy Henry, Group Director, Strategic Community and Audience Development, United Business Media.
Tackling the integration of databases and other systems involves many steps. An initial step is to centralize the management of email marketing operations, such as list segmentation and message sending, under one team.
“You want the same group of people in charge of email communications,” says Henry, a speaker at Sherpa’s Email Summit in March. “When you have databases all over the place, you also have the authority to mail to those lists all over the place.”
Henry’s team solved this problem 18 months ago by creating a “marketplace operations team” separate from the brand and product marketing teams for two divisions of United Business Media. The marketplace operations team handles the scheduling and sending of all email promotions for the product marketing teams, and manages the opt-in and opt-out preferences for each team’s database.
Five lessons on how to centralize email operations:
Lesson #1. Choose team members with database skills
Look for personnel who can handle heavy database management responsibilities when creating an email distribution and management team. That should allow the database team to provide the metrics and data marketers need to plan campaigns and monitor performance without having to be expert database administrators themselves.
For example, Henry chose a former database director to head up the division when she created her marketplace operations team. She also was able to transfer experienced customer-support personnel from other divisions that were being closed or downsized.
Centralizing email communication in cloud computing is explained as below. It is a cloud based email technology which provides all in one solution for email security, continuity and archiving. It reduces cost and complexity of managing emails. It also protects the business from security and risk management.