05 Jul Hugs Are in Order.
Do you know who creates the emails for your company?
Not the person who decides what the content will be and when it should be sent – but the person who actually brings all the pieces together, constructs the email and schedules it for deployment.
She – let’s assume in most cases this job is handled by a female – is an unsung hero for countless reasons.
She sits at the end of a lengthy complex process that is rarely smooth or consistent, much less thought out – and is expected to perform miracles at the last minute.
The person who creates the emails in your company is an unsung hero.
You know how that works.
“Hey, Mary, I just remembered tomorrow is Earth Day. Can we get an email out?”
All the components necessary to complete this directive have to be gathered from various sources.
What is the offer? Is there a deadline? Who’s designing the creative and writing the copy? Which products do we feature? What is the subject line and preview pane message? What list are we sending to?
If your company is lucky, Mary has both the marketing and technical skills required to perform the task in short order. But that range of experience is almost never resident in one person.
The more likely scenario is that Mary was hired for an entirely different position: product manager, website designer, or even bookkeeper – and was asked to handle the email program in her spare time because she has some of the appropriate skills.
44% of the TEM500 companies sent no emails in 3 weeks.
After all, what’s so difficult about getting an email out every once in a while? You can do it, Mary!
And, Mary would do just fine working for 44% of the TEM500 companies. They did not send a single email in the 3 weeks after we subscribed to their programs (other than an auto confirmation).
At the other end of the spectrum, one company sent 67 emails during the same time period. You can be sure there is some serious planning and organization going on there.
That, of course, is the key.
Your email program deserves its own marketing strategy and dedicated resources – whether your communication frequency is once a month or 10 times a week. It’s a relentless, demanding job done best by those with passion and respect for the art.
Go find Mary right now and give her a hug.
She deserves it!