What to Look for with eMail Marketing Consultants

May 10, 2007 – 2:36 pm

A few days ago, we suggested that you can increase your ROI for eMail Marketing by integrating an eMail marketing expert to your marketing and eMedia teams. Here are some of the reasons that you should consider finding an eMail expert:

  • Technology changes. Every time technology changes, your eMail marketing strategy needs to adjust. Are you optimized for Outlook 2007? Are blocked images getting you down?
  • Legal changes.If you’re emailing to customers inside the US, you should already be abiding by CAN-SPAM laws. But if you’re sending email marketing messages outside of the US, you have a whole new set of laws to abide by.
  • Testing and Analyzing Results.Your email distribution system should provide you with the basic statistics, like open rates and click-throughs. But to really find out what each of those statistics means, and to maximize your results, you need someone who can go beyond that to determine where people are clicking, and how to improve your messaging.

    • eMail Marketing is not for the faint of heart, and goes far beyond updating a promotional code and some text, and hitting the send button. If you can’t afford to hire a full-time eMail marketing manager, try to find a consultant to do an evaluation and provide suggestions for your email program. You may also want to check out online newsletters and resources (like eMedia Daily) to find out more about market trends and case studies.

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