Managing Email Within Multiple Lines of Business Within the Enterprise
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The document provides guidance for email managers on navigating compliance requirements, working with internal business partners, and presenting the value of email to senior management across multiple divisions of a large enterprise. It discusses challenges of reconciling different product rules and goals across business units to an overall corporate objective and offers best practices for testing, metrics, traffic management, and gaining executive support.
Managing Email Within Multiple Lines of Business Within the Enterprise
- 1. Managing Email Within Multiple Lines of Business Within the Enterprise 11:40-12:40 February 23, 2012
- 2. Today’s Session This session should help enterprise email managers improve their programs and ability to navigate compliance, internal partners, and corporate management. Many sessions focus on creative (especially for retail) or deliverability, but rarely do you see a "how to" on managing the channel. Most presentations are "a" campaign for "a" product. Few focus on how to get email as a channel at the table with senior level management at an enterprise company or give strategies for working with disparate divisions with different products and rules, yet reconciling them to an overall corporate goal. That is what I am seeking to do here.
- 3. A Brief History of Email • Early 60’s – email begins as a way for users of time-sharing mainframe systems to communicate at MIT. Email was limited to users of a single system. • Mid 70’s – multiple proprietary systems develop for sending messages between computers over closed networks and ARPANET (precursor to the modern day Internet). • Early 80’s – SMTP protocol developed. Standardized mailing format with ability to send to multiple addressees. • Late 80’s – MCI and Compuserve allowed to send ―commercial‖ mail via National Science Foundation’s NSFNET as an experiment. • Early 90’s – Online services AOL and Delphi join Compuserve. • Mid 90’s – Text-based email used broadly in business world via MS Mail and then Lotus Notes. SOURCE: Interactive Email: The Next Big Revolution in Email; Aaron Smith, Responsys (EEC 2011)
- 4. A Brief History of Email • Late 90’s – Web-based email platforms begin to appear (Yahoo,Hotmail, Lycos). Support for HTML formatted email develops. Early email marketing efforts by a few pioneers. First wave of ESPs develop. • Early 2000’s – Free for all! Broad-based support for HTML and extensions such as javascript and video leads to abuse by spammers and phishers. Crackdown on HTML capabilities. • 2003 to 2010 – No video, no javascript, no Flash, code your emails like it’s 1998. • 2010 – Yahoo, Hotmail, Gmail beginning to experiment with enhanced capabilities for approved marketing partners. HTML 5 allows for full video playback on some platforms (iPhone, Apple Mail, Entourage), with fallback image displaying on unsupported platforms. Gmail Priority inbox. SOURCE: Interactive Email: The Next Big Revolution in Email; Aaron Smith, Responsys (EEC 2011)
- 5. Bridging The Gap • What are each trying to achieve? • B2B – Trying to sell a product or their people (service)? • B2C – Selling a product, experience, or a brand? • B2G – Relationship management? How you approach these and value of an account will vary very much. IMAGE SOURCE: Jeco via http://www.flickr.com/photos/jeco/858906802/sizes/m/in/photostream/
- 6. Who Are You Talking To • Who are you mailing? • What do you know about their audience? • What does the requestor know about their audience? • Source • Basic info • Frequency • Engagement IMAGE SOURCE: Kheel Center, Cornell University via http://www.flickr.com/photos/kheelcenter/5278592710/sizes/m/in/photostream/
- 7. What’s The Action? • What do you want them to do? • Can they do it with email? • Can you track and measure the desired action? IMAGE SOURCE: tik_tok via http://www.flickr.com/photos/tiktok-africa/6014631600/sizes/z/in/photostream/
- 9. Legal • Compliance Best Practices • What changes are legit and what are suggestions • Draw the line between marketing needs and compliance requirements (is there another way to solve the issues?) Text of CAN-SPAM Act of 2003 http://www.ftc.gov/os/caselist/0723041/canspam.pdf IMAGE SOURCE: Scott jsmoorman via http://www.flickr.com/photos/jsmoorman/2298671281/
- 10. A Proper Email • Marketing Best Practices • Set tests • Make sure there is action
- 11. One Size Does Not Fit All • Working with different business units who have different goals while keeping email effective • Work partners into the whole email cycle from test set up to reading metrics post deployment • Show them ―why‖ and back it with results IMAGE SOURCE: Micky.! Via http://www.flickr.com/photos/gsi-r/4461998438/sizes/m/in/photostream/
- 12. Understand Metrics • Understanding the different reporting needs of each unit • Set realistic expectations • Communicate results and impact on every program
- 13. Presenting To Management • Presenting the enterprise to management • Have your tactic split out • Executive doesn’t care about deliverability, opens, and clicks just $, what customers are doing, and what they will do • Know who you are talking to Executive Business Unit Stakeholder Requestor IMAGE SOURCE: ABC
- 14. Run State Across The Enterprise • Service Level Agreements (SLAs) • Traffic management across the enterprise • Frequency business rules (include other tactics) • Be a resource, since you see all that goes out — suggest filling gaps • Share what works across the enterprise • Connect and sequence like programs for a holistic approach to customer management and cross sell. IMAGE SOURCE: PaulTeee via http://www.flickr.com/photos/terfe/2053158455/sizes/m/in/photostream/
- 15. Run State Across The Enterprise • Prioritization (biggest fish shouldn’t always get all the attention) • Give tests a chance to work • Communication with management and partnership with peers IMAGE SOURCE: Alatryste via http://www.flickr.com/photos/alatryste/4818931347/sizes/m/in/photostream/
- 16. Navigating the Enterprise • Leverage traffic management across the enterprise cross sell, servicing, marketing, etc. for more effective campaigns • This is where you start to advise the business as you see what is deployed effective, etc. • You start making suggestions on what can and should go based on results IMAGE SOURCE: Matti Mattila via http://www.flickr.com/photos/mattimattila/5945224021/sizes/m/in/photostream/
- 17. Navigating the Enterprise • Communicate results to corporate management overseeing the whole enterprise to show the value and role email plays. • Involve the partners • Understand what are good and realistic results in one vertical are completely different in another IMAGE SOURCE: Mharrsch via http://www.flickr.com/photos/mharrsch/493793780/sizes/m/in/photostream/
- 18. Key Points If you are going to get email taken seriously as an equal partner today: • Educate the business • Always be able to articulate the ―why‖ • Leverage your data and bring ideas to partners IMAGE SOURCE: Brenda-Starr via http://www.flickr.com/photos/brenda-starr/3509344402/sizes/m/in/photostream/
- 19. Questions ?
- 20. Laurence Rothman Senior Consultant, Brand Reputation rothmal@nationwide.com Twitter: @LaurenceRothman Office: (614) 677-2787 Mobile: (614) 208-9373 One Nationwide Plaza, 1-24-202 Columbus, OH 43215