Truth 9. Finding the right partner

If you do decide you're ready for some help, you need to determine what kind and why. Hiring someone to conduct a broad audit of your entire email program is very different in scope than seeking outside assistance in analyzing your metrics, improving response rates, or evaluating email templates.

If you aren't sure where to start, a good first step in selecting a partner is to focus on a fundamental piece of any email marketing program: the strategy. Email strategy is often overlooked, but working with a partner can give you a fresh perspective. Proper email strategy often requires a step back from the daily rigors of the email process and a holistic review of the entire email program. While many marketing ...

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