SUBSCRIBE TO THIS FEEDBest Practices for Post-Merger Email Marketing
Any company that merges or incorporates another into its fold ends up dealing with several e-mail marketing challenges.
E-mail lists might overlap, or design standards might be completely different–not to mention that the companies would likely be using disparate e-mail service providers, making it difficult to coordinate a unified program. Sixteen months ago, ThermoFisher Scientific (the company formed when Thermo Electron Corp. and Fisher Scientific International merged in November 2006) was facing all of the above, said Jeff Mucci, the company's e-marketing and analytics manager, enterprise e-business, who started right after the merger.
View the original article at BtoB online.
E-mail lists might overlap, or design standards might be completely different–not to mention that the companies would likely be using disparate e-mail service providers, making it difficult to coordinate a unified program. Sixteen months ago, ThermoFisher Scientific (the company formed when Thermo Electron Corp. and Fisher Scientific International merged in November 2006) was facing all of the above, said Jeff Mucci, the company's e-marketing and analytics manager, enterprise e-business, who started right after the merger.
View the original article at BtoB online.