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BizReport : Email Marketing : September 01, 2015

Top 4 Tips to Manage Relationship Between Developers, Marketers

According to Forrester Research brands will spend upwards of $3 billion on email marketing services by the end of this decade. While engaging content is crucial, one expert says the biggest challenge could be the brand's management of the development and marketing teams.

by Kristina Knight

How can brands better manage the relationship between developmental and marketing teams?

First, keep everyone in the loop from the start.

" Allow the marketer to work with with the sales team to identify clear goals for the development of a email marketing campaign," said Jesse McCabe, Director of Product Marketing, SendGrid. "The development team will then be brought into the process once a detailed and achievable plan that outlines the business goals and target market has been created."

Second, marketing departments should segment lists prior to sharing with developers.

"The marketer needs to evaluate the goal of the email marketing campaign and identify the target audience for the campaign (existing customer segments, prospects, partners, etc.) Sending targeted email marketing campaigns is proven to increase engagement and conversion rates. Whether you send marketing email like newsletters, email promotions, coupons or special offers, the email blast approach is no longer the right way to communicate with your recipients and marketers need to work with their developers to identify these segments," said McCabe.

Third, use consistent templates.

"It is important that marketers work with developers to ensure their company's branding and content are aligned with the goals and objectives of the email marketing campaign. Content is key, so make sure the email template is compelling and appeals to your recipients. It's also important that the email marketing templates can be accessed across multiple platforms and devices. Today's email recipients access their accounts via a range of devices, so it's vital to use a responsive template that caters to smartphones, tablets and desktops. it is also important to include a plain text version along with the HTML email template," said McCabe.

Fourth, get friendly with data.

"After an email marketing campaign it's important for the marketer and developer to dig into the engagement metrics to determine the effectiveness of the email marketing campaign. If a recipient hasn't opened an email you've sent them in months, it's time to cut the cord. If you see a big spike in your unsubscribe rate after a specific campaign, that's the data telling you that your message wasn't what the recipient was expecting. Performance metrics, on the other hand, don't have to stop at the click rate. Integrating your email data with your web analytics tools is essential to getting an understanding of how email visitors engage with your site after they clicked on your email," said McCabe.

Image via Shutterstock

Tags: email ad tips, email advertising, email content, email content tips, email marketing, SendGrid

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