Question

Topic: E-Marketing

How Do You Brand Email Msgs On Behalf Of Vendor?

Posted by joseph.dowdy on 10/26/2015 at 5:51 PM ET 25 Points
We are a B2B company and our biggest, exclusive vendor has come to us asking that we email our customers on their behalf.

There is no question whether or not we are going to do it — however, do you let them create the message or do you create it yourself?


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RESPONSES

  • Posted by dalcid on 10/27/2015 at 9:30 AM Accepted
    in my experience on the SENDING side (yours) it has been a collaborative effort where they provide the language they want relayed (including waivers, t&c, etc), and we craft the message... because we know our audience better than they do and can create a message with the right tone.

    then they get one round of approval before sending to get consensus.
  • Posted by arthursc on 10/27/2015 at 10:03 AM Accepted
    I agree with dalcid 100%, simple enough.

    Don't forget to reveal that it's a sponsored message, either in the pre-header text or the footer, preferably both. I think it's best to also offer an opt-out for sponsored (or third-party, or promotional, whatever you want to call them) emails to your base as well. Granted, that can require a functionality updgrade on your end, and the sponsor (vendor) may have concerns, but it's the right thing to do to. Conversely, if you don't do all this, you run the risk of annoying readership such that some may unsub or feel your emails are compromised, etc.
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