Drive Your Channel Productivity Globally

If you manage a distributed network of partners and they are more than just a fulfillment arm for you, then chances are you have considered through-channel marketing automation (TCMA). In this article we will explore one of the core tactics of TCMA—email marketing—and how it can be used as a part of your overall TCMA strategy. While email marketing has been around for a while, it’s not always used effectively. Refining your email marketing tactics can enable your channel partners to generate leads in a low-cost, highly effective fashion. First, let’s briefly discuss what email marketing is and how TCMA-based email marketing tactics may differ from your direct email marketing efforts. We all know that email marketing was very likely the first digital marketing tool that marketers used, starting in the early 2000s. While we suffered through a plague of spam emails during much of that period—and even today a few of those spam emails get through the spam filters—it’s important to emphasize effective email marketi