E-Commerce Link: E-mail Strategies for Corporate Governance
The primary company administrator might be responsible for creating lists for various departments. For example, the product management department might only have access to a list of registered users of a specific product, and the sales team might only have access to a segment of prospects or customers added to a list within a given time frame.
In addition, don’t allow individual users to have full access to all e-mail addresses in the system because it certainly will result in misuse or overuse of names. And you probably do not want to give these users the right to modify records within the system.
Establish Frequency Rules
It is natural that individual groups in your company suffer from tunnel vision. Their e-mail program has a particular mission and goal, and they may not be aware of all the other
e-mail activity taking place throughout the company. Without governance, you could be inundating a customer or prospect with multiple e-mails on any given day.
You should establish general frequency rules for e-mail contacts. If your newsletters are sent on Tuesdays and Thursdays, you may only want to send third-party advertising e-mails on Mondays and Wednesdays. Yes, there may be extenuating circumstances, but if all groups know the guidelines in advance, you’ll have stronger lists and suffer less churn. Your administrator should be the final arbiter.
Ongoing Oversight and Monitoring
Your e-mail administrator also must be responsible for ongoing oversight of your programs. Monitor actual frequency, opt-outs by list type, spam complaints and other general performance metrics. If there are problems caused by particular programs, they must be addressed.
E-mail corporate governance is not easy. Companies that take a centralized approach and the time to develop guidelines and standards will be poised to use the channel effectively and reap rewards. You’ll maximize your e-mail communications and have a healthy list that will continue to deliver ROI.