Clicks at Any Cost: Answers

Share this content:

Your email director is a spray-and-pray kind of guy. As the new marketing VP, how would you deal? See what our readers had to say.

(Image by Mark Matcho)
(Image by Mark Matcho)

Recap: Rinaldo Costa's first meeting as the new VP of marketing for Trendsetter Fashions didn't go so well. The director of business development, Jayne Herald, was exasperated by the marketing team's price cutting via email promotions. The promotions were undercutting the brand's profitability and its perceived value as the place to go for the hottest fashions, she said. Worse, rushing to offer deals on new items had led to a drop in opens, clicks, and conversions for its non-promotional emails.

Herald emphasized to Costa that Joe Berris, the email marketing director, wouldn't budge on sending fewer promotional emails—his bonus was based on overall opens, clicks, and conversions, which were up. Costa's fiduciary responsibility was about to lead to some tough decisions, including how to handle Berris.

Click here to read the complete challenge.

April winner: Lawrence A. Tillinger, Proprietor, SFLI

Costa should change Berris's compensation to opens, clicks, and conversions on non-promotional emails publicizing undiscounted new items.

Other responses

Mark Hammar, President, Total Data Solutions

Costa should ask Herald for a history of the email campaigns relevant to the discussion and make sure she provides the opens, clicks, and conversions. He should ask Berris for the same information. Once this data is in hand, Costa needs to understand the metrics such as timing, offers, conversions, and audience to name a few. With that information Costa should be ready to lay out the new or same structure for emails promoting the latest styles. He should also be prepared to discuss a promotional email program that will keep Berris happy. It may be necessary to meet first with the CFO to ensure that whatever the new structure is, it's affordable for the company and comparably sufficient to the present compensation that's motivating Berris. At this point, Costa has done his homework and should have no argument. Costa is also the VP in the room and should stand tall over the two directors.

Michelle Denault, Solutions Executive, NFocus

Costa would benefit from allowing a data agency to manage his email marketing program. Email marketing and remarketing to your responders is one of the best ways to boost your credibility in the email industry. Making sure that your email campaign is successful and making it to the inbox is greatly increased when you focus on targeting your responders. Managing your spam score and making sure that your company is not blacklisted with any of the email providers is important in the email industry.

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here