Email marketers don’t usually work alone. Instead, they work as a part of the marketing department in a company, which presents an outstanding chance to learn from other specialists and departments within the company.
Each structure within a company has their own specific mindset, techniques, and methods, and if you are passionate and curious enough, you’ll want to borrow their best practices.
Research and Development Department (R&D)
The Research and Development Department consists of project managers, product designers, developers and other technical specialists who work together to create a product or service you will promote as a marketer. Discipline and precision are in their blood.
Here’s what you can learn from your colleagues in the R&D department:
Developers are highly organized people that are controlled by team leads and project managers. The whole R&D structure usually organizes their work in so-called “sprints” – planned time frames for completing each task. This is how developers know what deadlines to follow. To improve efficiency you can try planning tasks in sprints, performing them within the planned time frames and organizing deadlines, just as developers do.
Deadlines don’t just appear – they’re a result of immaculate planning. As we’ve mentioned, developers use “sprints” (aka Agile) and other task management principles to calculate deadlines that work for both developers and C-level managers. You can also try some of the tools used by developers, such as Asana or Trello, for example.
As you know, developers are not just well-organized, but also precise. Just like a piece of code won’t work if a developer misses a single character in their code, your campaign can be undermined by a single error. R&D specialists always double-check their work and keep an eye on the progress. As an email marketer, you must develop a habit of always sending test-emails, proofreading your email copy, and double-checking your segmentation and personalization parameters.
Customer Success Management Department (CSM)
Customer Success Management Department, usually called simply CSM, consists of CSM managers and support specialists. The CSM department’s goal isn’t solely to answer customers’ questions but to score them, keep them “healthy” and make sure they are happy with the products and services.
You can learn a few things from your colleagues from the CSM department:
Keeping your leads and subscribers healthy
CSM specialists keep a close eye on customers and track their behavior to make sure they stay in a “green” and “healthy” zone – which means the customers or users are active and are satisfied with the products and services the company offers. Email marketers can also try monitoring the “health metrics” of the email list – how many people are active, how many are inactive and why, who could and should be reactivated, etc.
Scoring and segmenting
CSM specialists constantly score and segment users and customers. This allows them to focus efforts on the most perspective customer segments, and also reactivate any unhealthy users. As an email marketer, you should not only keep an eye on how “healthy” your subscribers and lists are, but also keep tabs on every segment to know who you should focus on first and be able to fix their problems on time.
The sales department isn’t hard to explain – they work with leads, run demos, do calls and turn leads into won deals. The sales department consists of not only sales representatives, but also SDRs who score leads and pre-schedule demos and calls. Obviously, the main goals of the sales department are to sell more and make sure the customers stay.
And there’s a thing or two you can learn from them:
Account-based approach is a strong trend among marketing and CSM departments, but it originally came from the sales department. Account-based approach puts people first. For the sales department that means that a lead is not just a lead, but the person behind it – with their specific background, parameters, problems, and needs.
Account-based approach consists of collecting as much info about a lead as possible and using this info for informed interactions, calls, and follow-ups. As an email marketer, you can use the same approach to get more info from your subscribers and users and use it for segmentation, personalization, and smart drip campaigns.
Only numbers matter
As you know, the goal of the sales department is to generate revenue. Every action costs money, and all the department’s efforts should have that goal in mind from the very beginning. To effectively sell products and services, sales representatives and their managers calculate everything – how many leads they get, how many of them are qualified, how many conversations/calls/demos they had, how many leads are on a decision-making stage, how many bought, etc. This allows them to build smart processes, i.e. to streamline.
As an email marketer you should track and follow all the metrics that are important for your job – starting from delivery rates, open rates, and CTR, individual and general, and sometimes up to the revenue per user/customer. If your promotional mailings don’t generate revenue or help boost it, then what’s the point in even sending them? Numbers will help you make the right decisions.
What we’ve described here are the general ideas you can borrow from your colleagues, but don’t hesitate to get more specific – go and ask your developers, sales, and customer service representatives what techniques help them stay efficient.
Do you use any techniques borrowed from other departments? Let us know in the comments!