Outsourced Email Marketing is all about choosing the right partner. With outsourced email marketing, as with most things in business, the more prepared you are, the more likely you are to succeed. To maximise the benefits of a managed email campaign, get key aspects in place before you decide who your preferred outsourced email partner might be.
Segmentation, relevancy and list/data quality are key aspects to consider. Successful email campaign management hinges on:
- finding customers
- getting them to opt-in
- and keeping them opted-in after that.
Having a strategy and process for achieving this is important.
What do you want to achieve with an outsourced email partner?
Increased sales, greater brand awareness, more page impressions on your website or increased traction with your market or, all of the above? If you have an ROI in mind, this is the time to define it and also to decide how you will measure it.
How you build your email list is not without challenges. Some organisations choose to buy data, but this can be very risky. It is far better to build your own subscriber list - most organisations should start with their existing customer base. A good email agency will help you with this.
Use social media to promote the benefits of opting in to your email communications, and use referral schemes as well as your offline activities (for example, publicising your email newsletter on your offline assets).
Essentially, you need to promote opt-in at every available touch point. Ask the agencies pitching to provide you with an outsourced email marketing service how they will help you with this.
Define your managed email strategy
If you are outsourcing this strategy will help the agency clearly understand your aims and creates a great basis for feedback where they might add additional value.