email strategy Archives - Social Email Marketing

Email deliverability consultants: who are these lone rangers and what services do they offer?

There is a growing subculture emerging in the email industry. This narrow subculture is built around the role of the email deliverability consultant.

These email folk heroes often hold “silver bullets” that dramatically alleviate problems caused by poor email deliverability.

Whether it’s resolving sender reputation issues, aligning sectors of your email program to meet legal compliance, or ensuring that all technical considerations are met, these masked magicians with assistants named Tonto can help.

There seems to be a critical knowledge gap that needs to be addressed. Often the requests to hire an industry “folk hero” (consultant) originate from a marketer who wants to fully optimize the organization’s email program.

An email marketing conversation at the Email Insider Summit: three reasons why email marketers divorce ESPs

Usually, before a couple marries, they engage in hundreds of intimate, layered conversations, in an effort to establish realistic expectations and build a foundation for a successful marriage.

The same principle can and should apply in the context of a business partnership. As with any partner, in business or otherwise, at the outset of each relationship is a set of clearly defined goals. Also, and very often unexpectedly, misunderstandings occur and can lead to a painful breakdown in communication, which often leads to resentment and, at times, permanent separation.