5 Reasons you need a dedicated Account Manager
If you’re sending email marketing campaigns, you’ll need an Account Manager. As with the majority of businesses, your customers are your best assets, and you should do everything you can to retain them.
By using an Account Manager you’re ensuring that you and your customer have the best experience, therefore retaining them for longer, and encouraging them to spend more.
Here are the main reasons you need an Account Manager:
1. To analyse your account
An Account Manager is usually someone with a lot of experience in their chosen field. He or she is there to help you, and they will start by analysing your current techniques (whether it’s in the marketing industry or not). They will ask about your current strategy, your budget, and your goals.
At this stage it’s best to be completely honest with your AM – they’re there to help you improve, not judge your current strategy.
2. To set up account objectives
Once they know about your business, they can move onto creating new objectives for you. They will
- Understand your requirements/needs/capabilities
- Plan account actions to ‘fix’ any problem
- Create account goals for profit improvement
3. To plan account strategy
So now they know about your business, and your goals moving forward. Now is the time to create a brand new campaign or strategy, which will hopefully harness even better results.
The AM will work with the customer in the planning process, will develop internal and customer targets, and tie them all together to make the most of any missed opportunities.
4. To take action
Your AM will drive action and get on with the job. If you’re in charge of your own campaigns, you may wait until the end of the day when you’re less busy, or put it off until a later date. An AM won’t do that. They will drive and motivate you with regular catch-ups and open conversations about your strategy. They will monitor how the team is working against targets, and push for more results on your behalf.
5. To review your account
Once your Account Manager has put all the pieces in place, they will review how well it worked for you. It’s important to review your strategy as you will find missed opportunities and areas in which you can grow. You will be able to reflect on your wins and losses, and if you hit your original aims.
The aim of an Account Manager is to help you every step of the way. You will know your AM by name and forge a working relationship with them, allowing both parties to be honest and upfront, because ultimately, money is being spent, and you want a return.