(Strategy) Who's Got The Ball?
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David Baker continues the "email marketing is about more than you might think" theme in this article.
He identifies various issues that arise when you accept that the impression you make on a prospect or customer through your emails comes from the sum total of all emails from your company; including customer service, order confirmations etc.
As well as the obvious implications of needing to optimise the overall outcome produced by these different email contact points, he explores the key question of coordination within the organisation. That might well be the biggest problem.
He identifies various issues that arise when you accept that the impression you make on a prospect or customer through your emails comes from the sum total of all emails from your company; including customer service, order confirmations etc.
As well as the obvious implications of needing to optimise the overall outcome produced by these different email contact points, he explores the key question of coordination within the organisation. That might well be the biggest problem.
Permalink | March 23, 2006 |
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