Benefits of a Centralized Email Marketing Program

KC Anderson
Senior Account Manager

Create a Dedicated Email Marketing Team.

To brands doing it right, email marketing is essential. Consider that 73% of marketing professionals believe email is core to their business, that nearly that same number of users prefer communicating with business via email, and that 25% of businesses rate email as the marketing channel with the highest return on investment. Well-designed email campaigns can drive sales, acquire new customers, and retain those loyal customers you already have and want to keep. We’re huge believers in putting one dedicated team or department in charge of your email marketing program.

Why Bother?

Like everything else in life worth a hill of beans, email marketing takes effort. If you don’t QA every email sent by your brand, if you use more than one email platform, if multiple people or departments send your emails, or if you don’t know how many emails you’re sending each customer segment, you’re walking on thin ice. Your email marketing efforts might even hurt your brand.

Don’t hurt your brand: Centralize your email marketing. Here’s how to do it right.


Stay inside the boundaries of email spam compliance rules, such as giving the proper opt-out permissions to users. Oversight protects you from being fined for breaking federal, state or international email regulations.


While sending emails is one of the most cost-effective marketing channels, the time it takes to create mailing lists, build an email or campaign strategy, and design, write, and dev your actual emails is invaluable. By putting one department in charge of your email marketing, you’ll waste less of your marketing budget on duplication.


With one team in charge, your messages are more likely to be informed, coherent, and on-brand. That’s part of setting clear expectations for your users—and essential to building trust.


Once you’ve centralized your email marketing, it’s far easier to inform your strategies and messages with data analysis, making it possible to send valuable triggered emails, based on distinct customer behaviors, that deliver more revenue per send than non-triggered emails.


Monitor the results of your email marketing campaigns to see what works, what doesn’t, and how to improve. Your performance insights are far more useful if they stem from a systematic, centralized marketing effort, compared to random emails from multiple sources.

These are just the biggest arguments for centralizing your email marketing. We haven’t even mentioned improved email delivery, stronger brand reputation, and easier multichannel marketing campaigns. Your users will appreciate it by responding more readily to your consistent, targeting marketing campaigns. So will your teams, by streamlining your email marketing operations. And so will your budget—you’ll save money and boost your ROI in the long run.

Put the right team in charge of your email marketing.
Your brand is worth it.

KC Anderson
KC Anderson, Senior Account Manager at eROI.