The SM department coordinates all email marketing for the Abbey Group companies. Due to the varying needs of each market and company, as well as the differing ‘busy’ periods, a content calendar is not used. The process used is as follows –

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• The Business Development (BD) team provides content to Sales & Marketing. This can include text (translated where necessary) and images, and can be as brief or as detailed as necessary.

• The BD team informs SM of the objective of the campaign and the database to which it should be sent. Each company/business development market has its own database of targeted sales contacts.

• SM designs the email marketing campaign based on the objectives and content provided by BD. SM may seek the assistance of the Graphics Team in the design of the campaign.

• SM shares the design with BD for approval. 

• Once approved by BD, SM circulates the design using an email marketing software to the relevant database. 

• SM can share the campaign analytics following its circulation.