Editor’s note: Target Marketing and MarketingSherpa are teaming up to bring you some excellent videos about email marketing, fresh from the MarketingSherpa Email Summit. Check out the preview interview below, then sign up here to see an excerpt of the session and more from the summit, completely free.
In putting an email marketing team together, look for candidates with creative and technical expertise, says Jacquelyn Kearns, SVP of global digital at Dun & Bradstreet. Her colleague, Jeannine D’Allegro, VP and global Leader of digital properties, adds that content should be distributed strategically, too. Repurpose it across channels, speaking to the specific phase in the buyer's journey, D'Allegro tells MarketingSherpa reporter Courtney Eckerle. More highlights from the “Creating an Omnichannel Strategy for Your Team” video include:
- “Content, from an email perspective, is very powerful,” Kearns says. “No. 1, we have over 7 million ... email contacts in our database. We know the team has a rhythm to understanding how those emails are performing and also we have a repository to keep that information, from a shared perspective, so that if an email is sent out to one audience, we know how it's performed, by also 'What was the response and what's the next trigger that we should be looking towards?' ”
- A tip: "One piece of content should be used a minimum of five to 10 ways," advises D’Allegro.
To hear the Kearns and D’Allegro excerpt, as well as all the other great sessions from the Email Summit, just register here.