Stemming from Meghana Rao's https://nation.marketo.com/community/product_and_support/blog/2019/01/09/marketo-governance-and-docu..., here's a little about what we're doing at Chicago Booth to establish a broad email marketing governance group with departments currently using Marketo and beyond. While we have a central marketing team that focuses on some enterprise-wide initiatives and supports the various departments with marketing strategy and execution, a lot of the marketing functions are decentralized, and it can be a challenge to coordinate. After noticing some recurring themes/issues, our department leader encouraged us to establish an email governance group.
We started with a presentation to key communicators and senior leaders within the school. Here are some of the talking points:
We wanted to accomplish a few things:
To help set a stake in the ground for the participants, we drafted a group charter to summarize why we were meeting and what we were trying to do. Here's the text with some tweaks to make it more applicable to other organizations.
Adopted on [Month DD, YYYY]
The Email Governance Working Group, established by [department, executive, etc.] in [YYYY], is an element in [Organization Name]’s [description of structure: centralized/decentralized, formal/informal etc.] marketing and communications structure.
It serves to develop and implement consistent and effective email communications policies and procedures throughout the organization with the goals of (1) fostering deepened relationships with [Organization Name]'s constituents through email; (2) maximizing the ROI of email campaigns and systems; and, (3) ensuring the continued effectiveness of the email channel.
The Working Group addresses issues concerning email communication management including acceptable usage, coordination, quality, strategic alignment, and compliance.
The Working Group carries out its charge through review, consultation, analysis, and communication. During this initial stage, the Working Group will identify issues and potential solutions and determine next steps.
The mission of the Email Governance Working Group is to ensure that the use of the organization’s email channel is properly leveraged and managed. To support that mission, the following describes key objectives and roles of the Working Group:
Working Group members represent a cross-functional set of email marketers/communicators with responsibility for key audiences. The Working Group may be expanded over time or subcommittees may be formed as deemed appropriate.
Over the coming weeks we'll be gathering with the group to discuss one by one some of the pain points we've noted in previous meetings. I'll keep you posted with our progress!