One of the pleasant surprises on today's agenda at MarketingSherpa's Email Summit '09 was that an old friend of mine, Marc Majers of the Cleveland Institute of Art, was scheduled to share his case study. Marc is always a ball of energy, and today was no exception. He shared that when he joined CIA about a year ago, they were sending email from 4 different systems (including 3 ESPs) across all parts of the Institute. Alumni had something different. The Cinematheque used something else. Recruiting something else. You get the picture.
Marc was able to change things quickly by focusing on three key activities:
- Identify and learn about your audience and what you are currently doing. As a new employee, Marc got to know the different departments within the Institute to build credibility and a sense of teamwork.
- Design and deploy a consistent (1) email broadcast platform, (2) look & feel, and (3 a process to ensure each email is created and delivered according to the process.
- Optimize by leveraging analytics, click-through data, and testing to make incremental changes to your email program that make it better.
And perhaps that is the most important takeaway from Marc's presentation--that email programs cannot happen without strong collaborative relationships within your organization. Allow people to own a part of the process, and they will have a greater stake in seeing your combined email marketing efforts succeed.
ExactTarget Feed
Powered by Compendium Blogware
Comments for Email Insider: Marc Majers from the Cleveland Institute of Art