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Set the Timeline

Because email is such a common business tool, many companies underestimate the time it will take to implement an email marketing strategy correctly.  When planning your budget, you must be sure to budget enough time as well as enough resources and money to ensure a successful integration.

To do this, work closely with your IT department and your email marketing vendor to determine how long it will take to make changes to the website, integrate the email marketing software with existing applications, customize the solution, import and segment your list of subscribers, and train on the product.  Depending on the scope of your project, it could take several hours, several days, or even several weeks.  Be sure that you know the exact time frame before you get started and be sure to schedule the staff and resources you need in advance to ensure availability.