Total E-Mail Marketing
This clever text explains how to plan and execute e-mail campaigns which integrate with other online and offline communications, and is intended for customer acquisition and retention.
TABLE OF CONTENTS Total E-Mail Marketing
Chapter 7: E-mail Marketing Management
Chapter at a Glance
Overview
This chapter is about making it happen. We will look at the best way to implement your plans by discussing how to resource e-mail marketing in terms of using partners, purchasing software and managing inbound enquiries.
Chapter objectives
By the end of this chapter you will be able to:
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assess the best approach for resourcing your e-mail marketing
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develop a strategy for managing inbound e-mail.
Chapter structure
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Introduction
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Selecting solution providers
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Managing a campaign
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Choosing e-mail management software
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List servers
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Desktop e-mail management software
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Application service provider model
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Managing the house list
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Managing inbound e-mail
Selecting Solution Providers
An important part of your e-mail marketing strategy, although perhaps a mundane part, is the development of a resourcing strategy. This involves identifying the best partners for helping to develop acquisition and retention campaigns. This can be a complex decision since different sup- pliers will often be selected for different aspects of e-mail marketing. So, you may decide that one agency manages your e-mail promotion campaigns and another your e-newsletter. You may also have different suppliers managing your web site and customer data. In addition, who you use will change through time. You may start by outsourcing your e-newsletter development since you do not have experience in this and want to learn through your supplier. If you are unhappy with the supplier you may change, later perhaps bringing the e-newsletter in-house, by which time you have...
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