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RE:markable is the weekly email about emails. Dropping the latest email marketing news, updates, insights, free resources, upcoming masterclasses, webinars, and of course, a little inbox mischief.
Let’s face it… Email marketing can be one of the loneliest jobs in the marketing world.
It sits in its own little silo, churning out campaigns week after week, usually with very little insight into what’s happening elsewhere in the business. And that’s exactly where the problem starts.
When your email marketing isn’t aligned with other teams like sales, customer service, and product, you’re flying blind.
The Problem With Email Marketers Working in Isolation
Let’s take Currys as an example. If you’ve seen their TikToks, you’ll definitely associate them with a high-energy, personality-packed approach with a lot of humour.
If you’ve ever set foot inside a Currys before (do people still shop in-store at places like Currys?), then you’ll know the in-store experience is a completely different vibe that’s kind of like stepping into another decade.
That same disconnect is what plays out between your email marketing and other customer touchpoints.
Here’s a real-world B2C example:
You buy something, but the product isn’t what you expected. You contact customer service and have a frustrating call, only to receive a generic “How did we do?” survey five minutes later. Then, thirty minutes later, an upbeat marketing email asking you to “treat yourself” to something new – using the promo code they just emailed yesterday, before your bad experience.
It’s not only tone-deaf, it’s the type of damage to trust that puts someone off your brand irreversibly.
It’s the same with a similar B2B scenario:
Someone’s in the pipeline, chatting with sales. But because they’re in your “engaged list,” they still get hit with a “Book a discovery call” email – when they’re already deep in conversations.
No exclusions or coordination… just chaos and eroded trust.
The Fix: Cross-Team Collaboration
Great email marketing doesn’t happen in a vacuum. It happens when marketers actively and intentionally collaborate with other teams to align their processes and their outcomes.
Here’s what that looks like in practice.
Final Thoughts: Email Marketing is Collaborative
Email marketing is CRM. It’s not just about campaigns and conversions, it’s about relationships at its core.
To truly manage a relationship, you need to know what your customer is experiencing across their entire journey, from where they are to their reservations and frustrations – not just what list they’re in.
Talk to sales. Sit with service. Join a product retro. Walk the floor. Ask more questions.
Because when email is aligned with the full business, it becomes one of the most powerful (and human) tools you have.
If you want help getting it all right, get in touch!
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RE:markable is the weekly email about emails. Dropping the latest email marketing news, updates, insights, free resources, upcoming masterclasses, webinars, and of course, a little inbox mischief.