• by Ryan Deutsch , March 4, 2010

At the start of each new year, I spend some time reevaluating where I am spending my energy, how I have prioritized my tasks (both personal and professional), and attempt to refocus on the really important things in life.  As 2010 is off to a very hectic start, it was just last week that I sat down to take stock. Better late than never.   

 I always rely on Franklin Covey's tools to help with this process.  Specifically, this method requires you to identify and define the different roles they play on a day-to-day basis (for me: husband, father, email marketing executive, etc.), prioritize each role and plan goals and tasks accordingly.  I recommend this exercise to anyone who feels overwhelmed by the daily grind and needs to gain a little perspective (you know who you are, email marketing managers!). 

Speaking of email marketing, when was the last time you sat down and asked yourself "What are the key roles that email communications play in customer relationships?"  It's an excellent question. Based on some recent work we have been doing with clients, here are some roles you should consider. 

I highly recommend that you review each role and see how they could fit into your email programs.  Better yet, ignore these and come up with some that better fit the relationships that consumers or businesses have with your brand. 

Advisor
Advisors have expertise they can share with their customers and prospects.  In many cases (e.g. for content-specific email programs), consumers have subscribed to your emails for expertise.  Being a solid advisor requires you to deliver something of value to the recipient, over and over again. 

Brands that can reach into treasure troves of valuable content and associate this content with a recipient's preferences are able to deliver email communications that their subscribes anticipate and appreciate.  I am a soccer coach for my seven-year-old daughter (GO REDHOTs!) and subscribe to a few emails that deliver tips on how to run practices for young players.  It's like having a pro help set up drills, and I anticipate and appreciate the support.

Administrator
An administrator is recognized as a reliable source that can help customers manage their relationships with your brand to the fullest extent possible.  It is interesting how more and more of my life is administered by the brands I associate with and the email communications they deliver.  In the last four hours, Mint.com reminded me that my American Express bill is due, Intercontinental Hotels confirmed a reservation I have for a trip to San Francisco, and Google pointed out some very specific newsworthy items that needed reading - all before I made it to the Tassimo for my second cup of coffee! 

How are your email programs helping simplify the life of your most valued customers?  The role of administrator is unfortunately often buried in IT-controlled transactional email streams.  This role is way too valuable for a marketer to ignore.

Facilitator
A host or facilitator is someone who can actively sponsor an open conversation on a topic or subject. As our email subscribers become more and more connected via the social web, it should be our responsibility to facilitate conversation.  The good news is that I'm not the only one who thinks so.  User-generated content in email goes a long way toward helping subscribers understand the attitudes, preferences and general point of view of their peers. 

For example, some companies have taken this concept a step further by sending out email offers that require a group to act in order for any one recipient to take advantage of a deal. If you are not acting as a facilitator for your subscribers, you are missing a key trend in email and online marketing.

Well, back to the roles I should really be focusing on:  husband, father, coach, etc.  If there are roles that your email program play in the lives of your subscribers not listed here (I'm sure there are a million) please share with the MediaPost group... There I go, facilitating again.