By Jeff Coveney
One word…BORING. We are marketers that want to talk about marketing results and revenue impact. Who wants to talk about email policies and data governance? That’s a fast way to get the crowd yawning at the quarterly executive meeting.
The key is to change the discussion. Let’s fast forward to that same executive meeting in six months. Would you rather discuss reporting limitations, compliance risk and inefficiencies? Or… how your marketing results have improved dramatically and how your organization is set up to scale its brand?
The point is that to attain long term success, organizations need to create a solid foundation to build on from a business process and technology perspective—that starts with documented business practices such as an Email and Data Governance Policy (EDG Policy).
Big picture, once implemented, an EDG Policy helps brands create an engaging experience in a compliant fashion by bringing clarity to an organization’s business practices.
Let’s dive in.
What is an Email and Data Governance Policy?
A “policy” is not just about the documentation, it’s about bringing vision to business processes behind the policy.
Ever have a discussion with a colleague about the difference between marketing emails and sales communications? Or, how purchased lists fit into your email strategy? An EDG Policy formalizes all of those informal discussions into one document.
The actual documented policy is the result of a lot of hard work defining the business processes around data management and email procedures. It’s a guiding document that brings clarity to business processes defined through cross-functional collaboration between Sales, Marketing, Support and other organizations that use email.
No two policies are alike. An EDG Policy should not live in someone’s head. It should be written in a formalized document to answer questions that people within your organization have like:
- How does our organization handle unsubscribes?
- Can sales representatives email prospects they find on LinkedIn?
- What data is required to help identify which compliance regulations apply?
- How can we protect our brand by ensuring people are not overmailed?
- Are trade show attendees from the UK emailable?
- Where do support messages fit into the strategy?
- And dozens more.
Lack of a documented policy can lead to poor communications, increased compliance risk and internal inefficiencies.
Example of an Email and Data Governance Policy that solidifies an organization’s business processes.
Six Reasons to Develop an Email and Data Governance Policy
Here are six reasons why an EDG Policy can help your organization.
#1. Improve the Experience for Better Engagement.
An EDG Policy sets the foundation to email the right people with the right content.
As a result of governing the data behind the mailings, you can create segments that customize the experience. For example, most policies include language around collecting country data on members. As a result, people in France do not have to hear about events in the United States.
In an ideal world, you’ll also leverage a Preference Center that will enable your audience to pick the experience that matters most. For example, some people may only want event-related communications while others may desire the full array of communications.
#2. Boost Go to the full article.
Source:: Business 2 Community