What is email campaign management?

Email campaign management is everything involved in setting up, executing, and monitoring an email campaign, from segmenting audience lists to building journeys, writing copy, even coding the email and analyzing A/B testing data. And with cross-channel marketing, email campaign management might be assumed to include various other digital channels like mobile push, in-app messaging, and SMS, as they would be built in the same UI.

The importance of email campaign management

With the right platform and strategic approach, email campaign management allows you to build sophisticated messaging campaigns that are tailored to the individuals in your database based on what you know about them, then hone in on your messaging via smart use of testing and analytics to better understand where to make adjustments in future campaigns.

What brands should look for in an email campaign management platform

Some of the basic functionality is a drag-and-drop UI for building emails and segmenting audiences, easy personalization options, a visual customer journey builder, and analytics to see how your campaigns are performing. For enterprise brands, a platform that connects directly to your data warehouse should be a priority in order to provide better security, deeper personalization, eliminated data silos, lower IT involvement, a happier marketing team, and greatly reduced data storage costs.