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4 STAKEHOLDERS EVERY EMAIL MARKETING PROGRAM HAS & WHAT THEY WANT

6 minute read
By Chad S. White

December 6, 2023

Digital Marketing

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Email marketers have the challenging job of satisfying all of those stakeholders
and balancing their sometimes competing demands.


THE GIST

 * Email marketing insight. Compliance with evolving privacy laws is crucial in
   email marketing to avoid legal repercussions.
 * Inbox provider priorities. Providers like Google and Apple emphasize user
   privacy and efficient email sorting, impacting email marketing strategies.
 * Subscriber preferences. Email marketing success hinges on respecting
   subscriber needs for permission-based, relevant and engaging content.

Email marketing is as powerful as it is complicated — and that complexity is
slowly growing over time. The reason it’s so complex boils down to one simple
fact: Email marketing has multiple stakeholders, each with their own agenda and
priorities.



Email marketing has multiple stakeholders, each with their own agenda and
priorities.Dina on Adobe Stock Photos



Email marketers have the challenging job of satisfying all of those stakeholders
and balancing their sometimes competing demands. Let’s talk about who each of
these stakeholders are and, more importantly, what they each want from email
marketers.

Related Article: The 5 Biggest Changes From a Decade of Email Marketing Change


GOVERNMENTS

When you think about email marketing compliance, the regulations created by
governments are probably the first thing that comes to mind. The US overall has
very weak anti-spam and privacy laws, which is why a growing number of states
have introduced and passed privacy legislation, with California kicking off the
movement with CCPA and then its followup, CPRA.



Canada’s CASL and the EU’s GDPR are modern age anti-spam and privacy laws and
set much stronger standards that are in line with the expectations of today’s
consumers. These laws not only set company policies for many international
American brands, but they herald what a new national standard might look like in
the US when we eventually move beyond the antiquated and largely ineffectual
CAN-SPAM Act.


WHAT THEY WANT: 

While there’s a range of rules set by these laws (with US laws setting the
lowest of bars), they primarily address permission, data collection and data
usage. Consent and transparency are major focuses, so consumers are adequately
informed and empowered to control information collected about them and control
access to their inboxes.

When marketers fail to give governments what they want, they face legal action
and serious fines.

Related Article: Is the Anti-Spam Law CAN-SPAM Now Meaningless?


INBOX PROVIDERS & BLOCKLIST OPERATORS

Google, Apple, Microsoft, Yahoo, and other inbox providers are highly aligned
with consumer interests in terms of wanting protections against unwanted emails
from both unknown and known senders — even from known senders to whom they gave
permission.

Blocklist operators, such as Spamhaus, are also key players in policing
acquisition practices, enforcing proper inactivity management, and encouraging
good list hygiene. They do this through the use of pristine spam traps, typo
spam traps and other tools.




WHAT THEY WANT:

Traditionally, inbox providers have wanted to protect their users from unwanted
emails, especially malicious emails from spammers. The new joint deliverability
standards announced by Google and Yahoo, which go into effect in February of
2024, are part of this long tradition. Those standards enforce spam complaint
rate limits, require full email authentication, mandate list-unsubscribe headers
for easy unsubscribes, and insist that unsubscribes be honored within two days.

Another central goal of inbox providers has been to help their users sort and
prioritize incoming messages so they can more easily find the messages they care
about most. The highly misunderstood Gmail tabs, which celebrated its 10-year
anniversary this year, is an example of those efforts.

However, Apple, the largest inbox provider in the US, has been widening its
scoop of action to include increasing the privacy of its users. For example,
Apple’s Mail Privacy Protection obscures the open activity of email marketers,
among many other things. And Apple’s Link Tracking Protection removes some
tracking parameters from emails in some instances.


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Of course, it’s not just inbox providers who have been active on the privacy
front. Digital platforms across the spectrum have been strengthening privacy
protections, whether it’s the sunsetting of third-party cookies or Apple’s App
Tracking Transparency.

Related Article: Email Marketing’s Increasing Role as Third-Party Cookies
Disappear


SUBSCRIBERS

These are your customers, partners and prospects. They’re the reason you send
email campaigns in the first place, because you’re trying to deepen your
relationship with them.




WHAT THEY WANT:

As I describe in the fourth edition of my book, Email Marketing Rules,
subscribers have a hierarchy of needs that start with wanting respectful email
experiences that are grounded in permission. But they also want functional email
experiences that are user-friendly, and ultimately functional and (at least
occasionally) remarkable email experiences.

 



After creating a solid foundation of respectful and functional email marketing
practices, brands rightfully invest a lot of energy into creating valuable email
experiences. In a word, the goal is creating relevance.

In practice, that gets complicated fast. As brands seek to send the right
messages to the right people at the right time, they deploy a wide array of
tools and tactics, including personalization, automation, segmentation,
inactivity management, predictive analytics, and machine learning and generative
AI, among many others.

When marketers fail to give subscribers what they want, they face rising
disengagement and churn.

Related Article: 13 Inclusive Design Changes to Increase Your Digital Marketing
Engagement


BUSINESS LEADERS

While subscribers have needs, so do brands. To complicate things further, brands
have many factions that influence email marketing tactics and strategies. In
addition to the email marketers who manage the channel, there are business
executives, marketers running other channels, and people in other departments.


WHAT THEY WANT:

This varies depending on the constituent. For example:

 * Business executives generally want email to drive top- and bottom-line
   business success, but may not understand much about email deliverability,
   rendering or fatigue.
 * Marketers overseeing other channels may want stronger coordination with email
   or perhaps weaker coordination … or perhaps just weaker email marketing so
   their channel looks better.
 * People in other departments want to meet their own goals, whether that’s
   clearing excess inventory or promoting brand, PR, philanthropic and culture
   initiatives, for example, regardless of whether their wants are the best use
   of subscriber attention.



Having a clear North Star metric and good visibility into performance across
channels and departments — and understanding the interplay of all of that — is
key to maximizing email marketing performance and minimizing unnecessary drama.

Related Article: 4 Ways Brands Go Wrong With Digital Marketing Metrics


COMPLEX, BUT POWERFUL

To bring things back around, all of this complexity is key to email marketing’s
strength. Email marketing would be a lot simpler if, for instance, Google
somehow had exclusive rights to it. At the same time, email marketing would also
be a lot more expensive and reach a much smaller audience. Essentially, email
would be just another walled-garden messaging platform like Facebook Messenger,
Slack, and — well — all the other ones that were supposed to have killed email
long ago. 

Put another way: Email marketing’s complexity is a symptom of everything that
makes it great. It’s a small price to pay for a channel that has an amazing ROI,
tremendous reach, and powerful targeting capabilities, and is the channel
overwhelmingly preferred by consumers for brand communications.

Learn how you can join our contributor community.


ABOUT THE AUTHOR

Chad S. White is the author of four editions of Email Marketing Rules and Head
of Research for Oracle Digital Experience Agency, a global full-service digital
marketing agency inside of Oracle. Connect with Chad S. White:

Main image: Enrique Ortega M.


TAGS

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Today the CMSWire community consists of over 5 million influential customer
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