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.
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.
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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