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I’m a strong believer in email marketing, as you’ve probably picked up on if you’ve been subscribed to my RSS feed. But what do I think about having an email marketing manager on staff vs. outsourcing an email marketing professional to do it for you? I’m a strong believer that after a company learns how to successfully run there on email campaigns, that they should have an on staff email marketing manager to manage their own campaigns. Disagree? Let me know in my survey!
Now, to clarify, I’m not encouraging an in-house email service provider. I’m urging companies to hire an employee responsible solely for the management and creation of emails sent through your company, either by using an in-house or other email service provider.
Why? Taking out the middle man can greatly reduce costs, save time, and result in easier access to campaign statistics and analytics. For example, suppose you have discussed with your email marketing professional (outsourced) that you would like your email newsletter to go out on Tuesday afternoon at 12:15. Tuesday morning at 10 am you receive a phone call from a partner asking if you would mind placing a paragraph about an upcoming event they are holding into your newsletter. You have two hours to contact your professional and have them change it before the email is to go out. However, he or she may be in a meeting, or traveling, so they may be unable to reach a computer with internet access.
What do you think? Would you rather hand off your email marketing management to a professional who can design, write, and successfully send your emails with a high delivery rate, or would you rather pay for an employee to receive the training and have more flexibility with your email marketing? What’s your opinion?