6 Cross-Promotion E-mail Dos and Don'ts
No one likes to reinvent the wheel, which is why the temptation to share a sister brand’s or product’s e-mail list can be hard to resist. But not doing so can result in some pretty ugly ramifications, says Kelly Hogan, deliverability services specialist at New York City-based e-mail marketing services firm Experian Cheetahmail.
In a July 29 post, “Best Practices for Cross-Promoting Sister Brands,” on her company’s Email Responsibly blog, Hogan noted how sharing subscriber data across brands “has the potential to negatively impact reputation, which can adversely influence inbox placement for all of the sending brands.”
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