Good morning: Communication governance is important

The customer journey now belongs to the customer. That means thinking carefully about how and when you message them, and maybe letting them take charge.

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Good morning, Marketers, and here’s why communication governance is important.

The quote from Kaitlyn Foley below leaped out at me from an extensive LinkedIn thread that began with the observation that getting a customer’s contact information is not the be-all and end-all. Of course, policing the cadence of emails is nothing new. Keeping a calendar and ensuring that the same lists aren’t blasted daily is the least an operations team can do.

But it’s worth thinking about more deeply. We recently published a feature that explores the possibility of allowing customers to determine their preferences for communication when it comes to cadence and channel. Yes, it’s something else to manage, but it does at least acknowledge that customers should be in charge of their own journeys.

Kim Davis,

Editorial Director


Quote of the day. “I firmly believe that communication governance is one of the most overlooked functions in MOps. Someone has to play the role of traffic cop or the unsubscribes will outweigh the campaign’s overall ROI.” Kaitlyn Foley, marketing operations manager, Twilio. Part of a great discussion prompted by this LinkedIn update from Sara McNamara of Slack

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About the author

Kim Davis
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.

Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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