Outsource Solutions: E-mail Marketing
3) New Infrastructure Tools. The same can be said for the creation of new infrastructure tools. Especially given the rapid pace of change we’ve seen recently, the need to quickly deploy new infrastructure components for legal compliance, deliverability monitoring and enhancement, and/or user management is at an all-time high. It’s been very helpful for us to be able to develop and deploy these features independently, rather than having to wait for outside engineering assistance.
4) Better List Management. CNET Networks is seeing an increasing need to be more flexible in how we manage our lists for optimum effectiveness. Whether it’s how we manage users with multiple subscriptions, how we implement list cleansing projects, or when and how we conduct data append and/or e-mail-change-of-address projects, having the lists in-house makes it easier to analyze different approaches and implement changes in a short time frame (again, without the added project costs that an outsourced vendor likely would charge).
The main factor you’ll need to consider when choosing between an in-house or outsourced solution is the scale of your operations. The decision to go in-house comes with significant costs that can’t be absorbed unless they’re amortized over a relatively significant amount of activity. For example, shifting e-mail infrastructure development and management in-house has resulted in an increased load on our engineering and operations teams.
But if you have the scale to accommodate the efforts, you’ll be well served to give close attention to the flexibility you can enjoy with an in-house solution. In today’s fast-paced, ever-changing environment, flexibility is a critical element in the success of any e-mail marketer or publisher.
Markus Mullarkey is vice president of CNET Networks Inc., which manages 12 online technology communities and media centers. He can be reached at email@example.com.