Good morning, Marketer, and here’s why communication governance is important.
The quote from Kaitlyn Foley below leaped out at me from an extensive LinkedIn thread that began with the observation that getting a customer’s contact information is not the be-all and end-all. Of course, policing the cadence of emails is nothing new. Keeping a calendar and ensuring that the same lists aren’t blasted daily is the least an operations team can do.
But it’s worth thinking about more deeply. We recently published a feature that explores the possibility of allowing customers to determine their preferences for communication when it comes to cadence and channel. Yes, it’s something else to manage, but it does at least acknowledge that customers should be in charge of their own journeys.
Kim Davis,
Editorial Director
