• by Dianna Dilworth , June 9, 2015

Every email marketer knows the challenge of being part of a marketing team where each individual has a different focus. In a panel at EIS, Kay Kerman senior manager of digital marketing at American Airlines, said that communication and training can help. 

Not every person in the marketing department knows that four word subject lines are not good or that 95 percent of American customers don't want to get an email about a new destination. To overcome these issues, Kerman recommends good communication. You may have to reign in other people in the marketing department, but you should be respectful and educate your peers. This approach will help build your reputation in the department, said Kerman.

Education is critical in getting people in the marketing department to understand email at Etsy. Matthew Sperling, email marketing manager at Etsy, said email is core to his firm. He focuses on working with all of the stakeholders and regularly talking to them about email. He recommends having open conversations with others about what he is up to. "I wouldn't be able to get anything done if I didn't speak to my colleagues," he said. Sperling sends out a weekly summary of highlights about what Etsy is doing in the channel and how they are doing it.