Making the Case for Marketing

Why does your organization use email? Have you taken the time to think about it, or do you use it because it’s there and everyone else is doing it? Once you answer that question then you can think about what it will take to use email excellently.

Campaign Monitor strikes again and pointed me to another beauty of a post. Which in the way of the Blogosphere points to another article on the Marketing Profs site.

The article is geared towards business, but I think there is one important nugget here for churches and ministries.

Most CEOs don’t understand the “business purpose” email serves, because it’s used for everything from marketing campaigns to shipping notifications to saying hi to Bob. This makes it hard to pin down what email is actually worth—until you get crystal clear on the strategic role and function of email in your company.

For church’s and ministries translate CEO into ministry leader. I’ve seen many a group list between this and that as they discover what their primary purpose is for using email. Without that it becomes very difficult to measure results. If email is primarily for new member development Silas Partners would measure very different things, than if email is primarily for helping to provide resources for the church or ministry.