Outsourced Email Marketing: Choosing the right partner
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 marketing partner might be.
Segmentation, relevancy and list/data quality are key aspects to consider. Successful email marketing 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 outsourced email marketing?
Increased sales, greater brand awareness, more page impressions on your website or increased traction with your market? 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 your social media channels to promote the benefits of opting in to your emails, and use referral schemes as well as your offline marketing (for example, publicising your e-newsletter on brochures, postcards and advertisements).
Essentially, you need to promote opt-in at every available touch point. Ask the candidates for your managed service how they will help you with this.
Define your managed email marketing strategy
If you are outsourcing your email marketing this strategy will help the agency clearly understand your aims and creates a great basis for feedback where they might add additional value.
To learn more about defining your strategy download the Email Marketing White Paper or call us on 01234 262 262. Alternatively you can set up a free email marketing consultation here.