Email marketing is now a team-wide job: too many cooks spoil the broth?

by Matt Lincoln - July 10, 2017
Email marketing is now a team-wide job: too many cooks spoil the broth?

The 2017 Email Marketing Industry Census highlights a trend of email marketing shifting from an individual team member’s responsibility, to being shared by the marketing team as a whole.

Whilst this is a positive message which reflects the ease of use of today’s email marketing & marketing automation solutions, there is also a need for caution. If you have multiple members of your marketing team sending out emails to segments of your database, email frequency becomes tricky to control.

How should we ensure that a prospect does not become oversaturated by your marketing communications?

First, you need to define a maximum frequency for how often your prospects should receive your marketing emails to avoid brand fatigue. This will vary widely from brand to brand.

Second, you need a robust and simple method to ensure that this frequency is adhered to. One way we would recommend in Pardot is by using a Dynamic List as a Suppression List. For the Dynamic List, create the rule Prospect has been emailed at least X times in the last X days/weeks, according to the maximum frequency you determined earlier. Then, your marketing team needs to add this Dynamic list as a Suppression list when sending out emails. Problem solved!


With great ROI and revenue on the rise, who’s in charge of email these days?

Simply put: it’s a team effort. The last four years have shown a consistent and considerable decline in individuals responsible for email marketing as part of wider marketing tasks – down to 30% from 40%. Rather than introducing more job specialisation, the shift has introduced email marketing to a wider pool of users. The percentage of companies who give responsibility to their team as part of their general roles has increase by 13% in the last year alone (from 40% to 45%) and by 18% in the past 4 years.

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