What Can Email Marketers Learn From Other Departments
Email marketers work dedicatedly to strive and provide sales boost by using different types of email finders to validate company business emails and send campaigns. Normally, email marketers aren’t alone. Instead, they work as part of a company’s marketing team, which provides an excellent opportunity to learn from other company experts and divisions
Company structure has its own unique mentality, strategies, and processes, and if you’re enthusiastic and interested enough, you’ll want to learn their best practices.
The Research and Development Department (R&D)
The Research and Development Department is made up of project managers, product designers, engineers and other professional experts working together to build a product or service you are promoting as a marketer. Balance and precision run in their bloods.
Here are the things you should learn from your R&D colleagues:
Developers are highly organized, team-leaders and project managers managed men. Generally, the entire R&D system organizes their work in so-called “sprints”–scheduled timeframes to complete each mission. And developers know what deadlines to meet. You should try planning projects in sprints, completing them within the scheduled timeframes and managing deadlines, just as developers do.
Deadlines do not just appear–they result from immaculate planning. Designers use “sprints” (aka Agile) and other task management techniques to measure deadlines that function for both developers and C-level managers. You can also try some developers ‘ tools, such as Asana or Trello.
As you know, developers aren’t just well-organized, but accurate. Much as a piece of code won’t work if a developer misses one character in their code, a single error can undermine your campaign. R&D specialists always double-check their work and monitor progress. As an email marketer, you must develop a habit of always sending test emails, checking your email copy, and double-checking your segmentation and customization parameters.
The Customer Success Management Department (CSM)
Customer Success Management Unit, usually simply called CSM, comprises CSM managers and support specialists. The goal of the CSM department isn’t just to answer customer questions, but to score them, keep them “healthy” and make sure they’re happy with the products and services.
With your CSM colleagues you will learn a few things:
Making your leads healthy
CSM specialists keep a close eye on customers and track their behavior to ensure they stay in a “green” and “healthy” zone–meaning customers or users are active and satisfied with the company’s products and services. Email marketers can also try to monitor the email list’s “safety metrics”— how many people are involved, how many are inactive, why, who could and should be reactivated, etc.
Scoring and Segmenting
CSM specialists constantly score users and customers. This allows them to focus on most prospect customer segments and reactivate any unhealthy users. As an email marketer, not only should you keep an eye on how “good” your subscribers and lists are, but also keep tabs on each group to know who you should concentrate first and be able to fix their issues on time.
The Sales Department
Sales department isn’t hard to explain — they work with leads, run presentations, make calls, and convert leads into winning deals. The sales department includes not only sales representatives, but also lead-score SDRs and pre-schedule demos and calls. Clearly, sales department’s main goals are to sell more and ensure customers remain.
But there’s something you can benefit from them:
Using the account approach
Account-based approach is a strong trend between marketing and CSM departments, but originally from sales department. Account-based approach prioritizes men. That means a lead is not just a lead for the sales department, but the person behind it–with their specific background, parameters, problems, and needs.
Account-based approach consists of collecting as much lead information as possible and using this data for proactive communications, calls and follow-ups. You can use the same strategy as an email marketer to get more data from your subscribers and users and use it for segmentation, optimization and smart drip campaigns.
Numbers mean business
As you know, sales department strives to generate revenue. Each action costs money, and all the department’s actions will recognize that aim from the very beginning. Sales representatives and their managers quantify all–how many leads they receive, how many of them are eligible, how many conversations / calls / demos they had, how many leads are on a decision-making level, how many transactions, etc. It helps them to create smart systems, i.e. streamlining.
As an email marketer, you can monitor and measure all the metrics that are important to your job–starting with delivery rates, open rates, and CTR, both individual and general, and sometimes up to revenue per user / customer. If your promotional mailings don’t generate revenue or help boost it, what’s the point of sending them? Statistics help you make the right decisions.
What we have outlined are the general ideas that your colleagues should take from them but do not hesitate to get more precise. Go to your developers, sales representatives and customer service representatives and ask what strategies can make them more effective.
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Do you use any methods borrowed from other departments? Let us know
Jun 27, 2020
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