How to Use E-Mail in a Down MarketIn my Catalog Success byline I give an overview of how this is the time for email marketers to act like a sharp businessperson and consolidate their own standing in the process. I give practical tips on metrics, segmentation and talking the higher level biz talk.
One of email’s assets – it is a cheap channel – can also be a trap that blocks email marketers from using real business metrics and employing savvy methodologies such as segmentation.
Now is the perfect time for email marketers to take their game up a few notches. In many companies, the email team is the only one hitting their numbers (or at least not taking as big of a hit as the rest of the channels). Email marketers can easily capitalize on their comparative success and increase the strategic importance of email in their companies. In some cases, where email has been off to the side, this will mean getting to sit at the adult, strategic table with the C-level team.
