Email is being used increasingly to address multiple needs and opportunities, such as customer service communications, promotional marketing, public relations and order confirmations. In many companies, all of these types of communications are handled by different departments, which may or may not follow the same rules and branding guidelines.
Email can play a significant role in building or destroying your brand, so it's critical to know how it's being affected by every email sent by your organization.
According to Spencer Kollas, centralizing all customer email (marketing, transactional, customer service) on one platform gives companies the power to better coordinate their efforts for improved delivery, more effective marketing programs and enhanced customer service. Plus, as the volume of marketing email that consumers receive increases, companies are turning to centralization to better manage their brand and sender reputation.