JupiterResearch reports that 62% of email campaigns are sent from more than one department in an organization. At its worst, 24% of emailers are sending from six or more departments. We know our internal email policies and procedures, but do our recipients and ISPs? To them, we’re one company in the inbox. One organization communicating with them about promotions, order confirmations, passwords that need to be reset, and more. Likely, that email looks different and derives from a variety of different systems. We have no insight or management into how much email they get, what it looks like, and if content is integrated.
Email centralization is the answer. Coordination of every email stream makes a consistent communication in the inbox. By centralizing, we can manage email frequency by type of message, maintain consistent branding across messages, better understand domain deliverability, communicate with customers at their stage in the purchase cycle with our company, and much, much more.
Every day, I work with emailers looking to centralize their strategy and vendor relationships alike. Sometimes it’s a long process of seeking for email programs and streams then getting multi-department buy-in. However, more often it’s a relief to pass this task over to marketing. Marketing teams show revenue benefits of cross-sell in transactional messages and the cost reduction inherit with reducing multiple vendors. Overall, the recipient wins in a centralized strategy as we emailers move closer to the inherit benefits of one-to-one marketing.
—Tricia Robinson-Pridemore of StrongMail