Isn’t it interesting that so many organizations these days use multiple vendors for their different departments for their email marketing needs? You have corporate marketing sending out their own campaign and message to their own lists with one vendor, sales doing the same thing but with a different message to their list with a different vendor, then you have the store doing their own interactive campaigns with yet another vendor, etc. So all these different messages are going out with a corporate identity attached to them, but no consistency in the messages, and all from different vendors. And, some subscribers may even receive duplicate messages from the different departments because of list sharing. Wouldn’t it be easier (and save employee time), to use one vendor to centralize email marketing and deliver one consistent message across all departments?

Moving to centralized marketing, not only benefits the employees, but gives corporate a better understanding of what efforts and strategies are being deployed by operations. They also discover a greater intelligence of their consumers, and can plan more successful campaigns based off of this knowledge. Of course, switching to a system that offers organizations the ability to do centralized marketing takes a little more convincing on behalf of corporate, but the results in the long run are definitely worth it.

One reason that organizations haven’t consolidated and centralized their email marketing campaigns is because the departments tend to want to keep ownership of their email lists and don’t want to share them across departments, however there is a solution to this.

So now you’re probably asking yourself, what robust email marketing system out there that can handle all this? Stay tuned for our next post to find out.  In the meantime, check out this blog post for some other things to keep in mind when looking to centralize your marketing.