Article: Solution Providers
An important part of your e-mail marketing strategy, although perhaps a mundane part, is the development of a resourcing strategy. This involves identifying the best partners for helping to develop acquisition and retention campaigns. This can be a complex decision since different suppliers will often be selected for different aspects of e-mail marketing. So, you may decide that one agency manages your e-mail promotion campaigns and another your e-newsletter. You may have different suppliers managing your web site and customer data. In addition, who you use will change through time. You may start by outsourcing your e-newsletter development since you do not have experience in this and want to learn through your supplier. If you are unhappy with the supplier you may change, later perhaps bringing the e-newsletter in-house, by which time you have the necessary experience and skills to manage this at a lower cost.
Then there are the options for resourcing different aspects of each campaign. A typical sequence of activities is strategy, creative design, media buying, email creative execution, web-site design and hosting, data management and e-mail broadcasting.