Tips and notes on building an email department in an agency. To be paired with my BOLO 2010 presentation.

1. Building an Email Practice
BOLO
October 18, 2010
The Revenue Model
• Strategy – Provide planning and consulting on campaign development
• Execution – Generate income for design, development, sending, reporting, etc.
• Markup – Charge additional fees beyond enterprise account and sending costs
Email Marketing Products
• Templates & Accounts– aid clients in creating the necessary tools to manage an
email marketing program
• Audits – analyze an existing program to identify course corrections and
opportunities for improvement
• Campaigns – managing the day-to-day operations of an email marketing program
including planning, sending and reporting
• Integrated Programs – Develop integrated campaigns in which email marketing is a
component
Phased Approach
1. Explore Space
2. Identify Internal Expertise
3. Start with Organic Growth
4. Bring In New Talent
5. Put Business Development Resources to Work
Successful Email Marketing Firms
• Smith Harmon
• eROI
• Mighty Interactive
• Blue Sky Factory
www.teachtofishdigital.com | 480.389.5435 Copyright 2010. Teach to Fish Digital, LLC

2. Enterprise/Agency Tools Other Utilities
• ExactTarget • SenderScore.org – Reputation
• Lyris • Litmus App – Email Client Testing
• Silverpop • Email Data Source – Competitive
• Bronto • 8Seconds – Multivariate Testing
• YesMail • FlowTown – Social Integration
• Responsys • Wufoo – Surveys
Resources
• The Retail Email Blog (http://www.retailemailblog.com)
• Email Marketing Reports (http://www.email-marketing-reports.com)
• Be Relevant (http://www.b2bemailmarketing.com)
• EEC (http://www.emailexperience.org)
• Blue Sky Factory Blog (http://blog.blueskyfactory.com)
www.teachtofishdigital.com | 480.389.5435 Copyright 2010. Teach to Fish Digital, LLC