In one of my previous post, I discussed the strategy of hiring email marketing experts and developing a centralized email marketing unit that manages all email marketing initiatives.  Again, Loren McDonald of J.L. Hasley takes on this topic in a recent MarketingProfs article.  McDonald reminds us that centralization will free marketers to focus exclusively on their campaign strategy and goals.  The centralized group of email marketing experts will allow expert management of email best practices, permissions, privacy, brands, email products, data, ROI reporting, research and vendor relationships.  In addition, these email marketers will be charged with managing the relationships and expectations set by the individual product marketers. 
 
McDonald also sites a JupiterResearch study that says only 38% of companies have an email communications department.  Does that seem high or low to you?  For those who have one, how did you prove the need for this type of centralization with your senior management?

This entry was posted on Tuesday, July 10th, 2007 at 5:04 pm and is filed under 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.