{"id":34027,"date":"2017-03-07T10:32:43","date_gmt":"2017-03-07T10:32:43","guid":{"rendered":"https:\/\/wp.lvh.me\/blog\/2017\/03\/07\/who-is-the-best-person-to-manage-your-companys-email-marketing\/"},"modified":"2022-12-28T09:22:27","modified_gmt":"2022-12-28T09:22:27","slug":"who-is-the-best-person-to-manage-your-companys-email-marketing","status":"publish","type":"post","link":"https:\/\/mailrelay.com\/en\/blog\/2017\/03\/07\/who-is-the-best-person-to-manage-your-companys-email-marketing\/","title":{"rendered":"Who is the best person to manage your company&#8217;s email marketing"},"content":{"rendered":"<p>Who should manage the email marketing campaigns for your company? Certainly you already thought about that, but maybe my answer will surprise you.<\/p>\n<p><!--more--><\/p>\n<p>The usual thing is to assign these tasks to:<\/p>\n<ul>\n<li>Advertising Managers<\/li>\n<li>Marketing Managers<\/li>\n<li>Commercial managers<\/li>\n<li>Secretaries<\/li>\n<\/ul>\n<p>Or in some cases, anyone with computer skills who can use an email marketing software.<\/p>\n<p><strong>Is this the most appropriate option?<\/strong><\/p>\n<p>We may think that if the marketing director set the goals for the email marketing campaigns.<\/p>\n<p>And the parameters were set correctly.<\/p>\n<p>A designer could create a template for the <a href=\"https:\/\/mailrelay.com\/en\/blog\/2018\/01\/04\/mailing-list-2\/\" target=\"_blank\" rel=\"noopener\">newsletter<\/a>. Turning the task over to someone else who would be in charge of managing the marketing actions:<\/p>\n<ul>\n<li>\u00a0Import the template.<\/li>\n<li>\u00a0Choose the segment indicated by the marketing director.<\/li>\n<li>\u00a0Plan when to send the newsletter.<\/li>\n<li>\u00a0And bring the results to the marketing director.<\/li>\n<\/ul>\n<p><strong>It would be something like that, right?<\/strong><\/p>\n\n<h2>Management of email marketing in a traditional way<\/h2>\n<p>Most companies start thinking about sending a newsletter when planning a new marketing action and discover that they need a reliable way to contact their customers.<\/p>\n<p>Marketing managers usually want to:<\/p>\n<ul>\n<li>Develop a content strategy.<\/li>\n<li>Increase sales.<\/li>\n<li>Get information from customers (surveys).<\/li>\n<li>Announce some aspect of the company.<\/li>\n<li>Etc.<\/li>\n<\/ul>\n<p style=\"text-align: center;\">You will need to plan to respond to this need.<\/p>\n<p>And for good planning, you need to meet some parameters<\/p>\n<ul>\n<li>Targeting potentially interested customers.<\/li>\n<li>Design the newsletters.<\/li>\n<li>Decide what texts will be included.<\/li>\n<li>What promotion will be offered to your subscribers.<\/li>\n<li>Contents to be shared.<\/li>\n<\/ul>\n<p><strong>These specifications should be included in the organization chart.<\/strong><\/p>\n<p>Going through the designers, who will create the newsletter design.<\/p>\n<p>To the person who will be responsible for managing the email marketing software, who will have to create the campaigns in the system.<\/p>\n<ul>\n<li>And send it to the mailing list.<\/li>\n<\/ul>\n<p>And this person will be responsible for collecting the data generated by the campaign.<\/p>\n<p>This data will be sent to the marketing department for analysis.<\/p>\n<p>To modify the next campaigns and improve the results.<\/p>\n<p>It is one of the methods used by many companies for managing email marketing campaigns.<\/p>\n<p>It is not an exhaustive description of the process, as this was not my intention.<\/p>\n<p><strong>But this will obviously depend on each company.<\/strong><\/p>\n<p>Companies with a smaller team will have to delegate several tasks to the same person.<\/p>\n<p>While companies with a larger team can have multiple people working in the same task.<\/p>\n<p>This is not the most crucial aspect.<\/p>\n<h3>What I want to clarify is the management structure.<\/h3>\n<p>We have a vertical email marketing management:<\/p>\n<ul>\n<li>Something very useful in most situations<\/li>\n<\/ul>\n<p>By using this strategy, the message will be:<\/p>\n<ul>\n<li>Uniform<\/li>\n<li>Clear<\/li>\n<li>Focused on the company&#8217;s overall goals<\/li>\n<\/ul>\n<p>This is critical for companies of all sizes.<\/p>\n<p>Also:<\/p>\n<ul>\n<li>It will be easier to measure the results if everything is centralized<\/li>\n<\/ul>\n<p>This is obvious.<\/p>\n<p>But we have other alternatives, right?<\/p>\n<p>Yes, yes.<\/p>\n<p>And why do we need an alternative if it works well?<\/p>\n<p><strong>Because we have the opportunity to make it work even better!<\/strong><\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-14522 size-full\" title=\"gestionar email marketing\" src=\"https:\/\/blog.mailrelay.com\/wp-content\/uploads\/2017\/02\/como-gestionar-e-mail-marketing.png\" alt=\"gestionar email marketing\" width=\"630\" height=\"340\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/02\/como-gestionar-e-mail-marketing.png 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/02\/como-gestionar-e-mail-marketing-300x162.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/02\/como-gestionar-e-mail-marketing-110x59.png 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/p>\n<p>So, I&#8217;ll propose another way to manage email marketing:<\/p>\n<h2>Email marketing management oriented to &#8220;social marketing.&#8221;<\/h2>\n<p>As you certainly know, we are entering an era in which marketing is increasingly becoming social.<\/p>\n<p>Which is something very positive.<\/p>\n<p>(I see this as the counterpoint to automated marketing, but this is another topic altogether.)<\/p>\n<p>But<\/p>\n<p>How to transfer this to your email marketing strategy?<\/p>\n<p>Let me start with a story.<\/p>\n<p>A few months ago I visited Barcelona, and as soon as I arrived I decided to buy a small gift.<\/p>\n<p>After walking around the mall for several minutes, I entered the store of a company called Lush.<\/p>\n<p>Lush manufactures cosmetics and natural products with minimal packaging.<\/p>\n<p>But this is not relevant to this topic.<\/p>\n<p><strong>The interesting thing is the attention I received from the person who helped me:<\/strong><\/p>\n<ul>\n<li>Interested<\/li>\n<li>She tried to understand which product I wanted.<\/li>\n<li>Ability to suggest related products<\/li>\n<li>I insist, products really related to my need, not just the ones the company wanted to sell<\/li>\n<li>Adaptation to my changes of opinion<\/li>\n<li>Cordial and human treatment<\/li>\n<li>Ability to close the sale<\/li>\n<li>And generally offer me a positive shopping experience<\/li>\n<\/ul>\n<p>Wouldn&#8217;t you like to create email marketing with all these features?<\/p>\n<p>For me, of course, yes.<\/p>\n<p>And what is the obvious answer?<\/p>\n<p><strong>Perhaps to promote the best seller in the company so he\/she would be the marketing manager and would be responsible for creating and managing all email campaigns?<\/strong><\/p>\n<p><em>No!<\/em><\/p>\n<p><strong>It would be much better to delegate only part of the email marketing management to this seller.<\/strong><\/p>\n<p>So that he only contacts the people who interacted with him:<\/p>\n<ul>\n<li>his sales.<\/li>\n<li>his customers.<\/li>\n<\/ul>\n<p><strong>As you can see, this is a horizontal email marketing management strategy<\/strong><\/p>\n<p><span style=\"text-decoration: underline;\">Developing subsets where each employee would be in charge of managing a mini subscriber list with which he interacted:<\/span><\/p>\n<ul>\n<li>Direct contact with each customer.<\/li>\n<\/ul>\n<p>For this seller will know:<\/p>\n<ul>\n<li>his tastes<\/li>\n<li>What the customer is looking for<\/li>\n<li>Aspirations<\/li>\n<li>Demography<\/li>\n<\/ul>\n<p>And the best is that these people:<\/p>\n<ul>\n<li>Already know the seller personally<\/li>\n<li>And they will remember that the person was nice to them when they needed help.<\/li>\n<\/ul>\n<p>I am sure that this would positively affect your open rates.<\/p>\n<p>We should work with social marketing.<\/p>\n<p>That way, we humanize the newsletters, since the seller can write in the first person.<\/p>\n<p>The seller would know the subscriber, his tastes and the things that he would be interested in buying.<\/p>\n<p><strong>So the company could send him:<\/strong><\/p>\n<ul>\n<li>Articles and products that would be relevant.<\/li>\n<\/ul>\n<p>The advantage is clear:<\/p>\n<p>Many employees have a great knowledge of:<\/p>\n<ul>\n<li>The company&#8217;s products.<\/li>\n<li>The needs of customers.<\/li>\n<\/ul>\n<p>If the campaigns are created by executives, who don&#8217;t talk to customers on a daily basis and therefore don&#8217;t really know what they need; this feedback can&#8217;t be used in the company&#8217;s digital marketing strategy.<\/p>\n<p>However, there are some tricky points that we should consider:<\/p>\n<ul>\n<li>\u00a0It is necessary to train employees in email marketing.<\/li>\n<li>\u00a0The company communication will not be unified (each seller will send his own newsletters with different messages).<\/li>\n<li>It is necessary to set limits and standards that everyone will have to follow.<\/li>\n<\/ul>\n<p>For many companies, the fact of not having unified communication is a problem.<\/p>\n<p>And it is true that it is something delicate.<\/p>\n<p>But I would not be surprised if in the future we saw strategies like that.<\/p>\n<p><strong>What do you think?<\/strong><\/p>\n<h2>In the end, in relationship-oriented marketing, we want to connect with our customers.<\/h2>\n<p>What we want is to establish more lasting ties with them.<\/p>\n<p>And to this day, there is no better strategy than direct contact.<\/p>\n<p>As you can see, it pays to involve the company&#8217;s employees in the email marketing strategy as far as possible.<\/p>\n<p>Voc\u00ea poderia convid\u00e1-los a participar na cria\u00e7\u00e3o de campanhas para:<\/p>\n<p>Maybe as a first step<\/p>\n<p><strong>You could invite them to participate in creating campaigns for:<\/strong><\/p>\n<ul>\n<li>Social networks<\/li>\n<li>Blog Content<\/li>\n<li>Send contributions for the newsletter (without managing it)<\/li>\n<li>Publish success stories with customers<\/li>\n<li>Tips<\/li>\n<li>Etc.<\/li>\n<\/ul>\n<p>In this way, we can begin a slower transition process, so we can evaluate what is happening step by step and make the necessary adjustments.<\/p>\n<h3>What do you think?<\/h3>\n<p><strong>Do you think we will see companies using these email marketing strategies in the future?<\/strong><\/p>\n<p><strong>Or maybe not?<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Who should manage the email marketing campaigns for your company? Certainly you already thought about that, but maybe my answer will surprise you.<\/p>\n","protected":false},"author":1,"featured_media":14521,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[16],"tags":[],"class_list":["post-34027","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-pt"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Who is the best person to manage your company&#039;s email marketing - Mailrelay<\/title>\n<meta name=\"description\" content=\"Who should manage the email marketing campaigns for your company? 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