“I think the most important thing is that companies are realistic about what their expectations are for a technology investment, and realistic about their own capabilities,” Preston Wily, President, Sewell Corp, said.
In this interview, Preston speaks about his MarketingSherpa Email Summit 2015 panel presentation, which was about “what we didn’t do right” when making an investment in their email marketing program.
Preston recommended that when making technology selections, marketers ask themselves:
- Define what your goals are from the program
- Make those goals crystal clear to your team
- Ensure those goals are also clear to any potential providers
If a marketer does end up in a situation similar to the one Preston and his team were facing, having made the wrong choice in technology, he advised that “they should be realistic about the situation, where they’re at and what they did wrong.”
It’s never too late to change course, Preston added, and marketers can learn valuable lessons from mistakes like theirs.
“We learned so much from the failure. In the long-term, I think this will be a good thing for us. And we’re excited that we can share the experience with other people and help them avoid this,” he said.
At the end of the day, Preston added, when making any choice — technology-related or not — the relationship with your customer is key and “they need to trust you.”
You can follow Courtney Eckerle, Managing Editor, MarketingSherpa, on Twitter at @CourtneyEckerle.
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