How to Position Email Within the Marketing Lifecycle?
Jun 25, 2007
In this article, Jeanniey Mullen asked Andy Goldman to explain how to position email within the marketing lifecycle:
"Email is not recommended at every stage of the advertising and marketing relationship," says Goldman. "There are certain times to use it when results will be extremely strong. Other times, email won't help your efforts. The key is to decided which type of email is best served, based on where you are within your product marketing cycle.
Top-line recommendations include:
During product ideation: monitor creative of top competitive brands to drive insight into the volume, frequency, and general content variations of competitive email campaigns. Rate and reflect on competitive efforts for opt-in email subscription processes (opt-in planning).
During product pre-launch: consider demographic and psychographic overlays to more strategically identify and evaluate consumer target segments. Guide media planning focus and strategies with data-driven profile reviews that can suggest email pilot releases (surveys, polls, in-store drive).
At product launch: coordinate opt-in programs with media placement. Use heat-mapping to identify key layout and positioning.
Post launch: develop and execute subscription-based programs (newsletters, etc.) to capture personally relevant information from consumers and grow profiles. Consider implementing channel response metrics and qualitative surveys to keep the conversation going and close deals faster.
Goldman adds the results and lessons from these efforts must be integrated into future planning efforts. Be cautious, though. These email usage efforts work best for established brands."