Our team had a discussion last week about some of the trends of email marketing; strategies such as micro/behavioral segmentation, personalization, and deliverability.  The more research I do on today’s email marketing strategies, the more I realize that email is much more complicated than I originally thought.  It’s not only a process of developing a successful strategy but it also requires the ability to build out a sound deployment strategy and integration plan with all the other marketing initiatives.
 
After reading Loren McDonald’s recent article in iMedia Connection, I also realize that it is up to the business owner of email marketing to prove ROI off of these sophisticated, integrated email campaigns.  He states that “deliverability, rendering and segmentation are logistical challenges that now require higher-level expertise. It takes skill to devise a forward-thinking marketing strategy that integrates email with SEM and other marketing imperatives.”  I completely agree.  Email deployment strategies have matured so much over the past couple years and there is a need for a full time email specialist to implement the complicated strategies that touch online marketing, offline marketing, user generated content, etc. 
 
Are companies investing a full time job in email marketing strategies?  If so, can you share some success stories?

This entry was posted on Tuesday, May 29th, 2007 at 12:46 pm and is filed under Technology marketing, ROI, Email marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can post a comment, or trackback from your own site.