John Tackett

Email Marketing: Stop building lists and start building assets

At MarketingSherpa Email Summit 2014, Allison Banko, Reporter, MECLABS, captured an interview with speaker Jeff Rohrs, Vice President of Marketing Insights, ExactTarget, who shared a concept that should appeal to your inner entrepreneur.

If something doesn’t make money, then it doesn’t make sense.

I say this because, according to Jeff, email marketers are often underappreciated (and underpaid) because they don’t effectively connect the dots for executives on the true ROI of their marketing efforts.

“I think email marketers tend to be underappreciated in their organizations,” Jeff explained, “and I think part of that is the language we choose to communicate the value we bring to executives.”

 

Jeff’s proposed solution is to change the conversation by adjust the way marketers view what they contribute.

In sum, stop telling people you build email lists and start telling them you’re building proprietary assets that are exclusive to your company. One additional point Jeff shared was how social media is experiencing growing pains due to increasing pressure from executives to see clear ROI from social media.

“The executives are beginning to demand more from those channels and email marketers understand that because they’ve fought those battles,” Jeff explained.

Ultimately, Jeff delivered the bigger idea that your organizational marketing goals should supersede the channels you use to deliver them. As a result, hopefully marketers will be able to tear down the silos that emerge from those channels in the process.

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