Build Your Email Marketing A-Team

Build Your Email Marketing A-Team

You have some questions example are below…

  • Why should I consider hiring a team to do my email marketing?
  • What should I look for when hiring people for my team?
  • What are the core roles and responsibilities of an email marketing team?

Email specialist, email marketer, email manager, email marketing strategist. Are not all these job titles for people who send out marketing emails?

Actually, these people make sure that email is an integral part of your marketing, that is drives sales to your business, and that whatever you send out is part of a bigger strategy.

It’s important to have people who make sure all these things get done because email marketing can be incredibly hardworking and effective.

What do you think, how much more effective can email marketing be compared to other types of campaigns? 2X, 4X, or 6X…

Yes you are right. Research from Campaign monitor shows that emails get you 6X more click – troughs than tweets. Because email marketing is so effective, you should invest in it by hiring the right team.

NOW

Before you start calling marketing headhunters, set clear goals for what you want to achieve.

Your email marketing efforts should support your overall business goals. This will help ensure your messaging is consistent and is right for your target audience.

By the way there are 3 types of email marketing goals. Acquisition, Retention and Awareness.

Acquisition – Build your subscriber list and send emails that encourage actions.

Retention – Keep existing customers interested and engaged.

Awareness – Get your brand in front of as many people as possible.

The type of people you hire will depend on your email marketing goals.

If your goal is acquisition, look for candidates who are nimble and are skilled at writing copy that drives subscriptions and sales.

If your goal is retention, look for candidates who are comfortable segmenting customers, setting metrics, doing analysis, and who know how to craft emails to meet specific needs.

If your goal is awareness, look for storytellers who can write engaging copy that ties into your brand voice, catches people’s attention, and makes headlines.

Note:- A team doesn’t have to mean hiring a whole platoon, you could bring in writer, or a designer, or a strategist, or all 3. You could even manage the email marketing yourself.

Successful email marketers are great communicators and curious researchers.

Having a writer on board is helpful. But if you don’t have one, make sure the marketer who is assigned to the role is a good editor.

When reviewing candidates, have them show previous campaigns they’ve worked on and ask them about their thinking behind the process. Also, have them present ideas on how to improve your marketing.

You might want to ask the candidates to run a test campaign. When reviewing these tests, pay close attentions to their ability to write engaging subject lines, maintain brand voice, and use effective calls to action(CTA).

Once hired and on boarded, the first task of your shiny, new email marketing team is to develop a shiny, new email marketing strategy.

Creating a strategy is a bit like wearing bifocal glasses: It’s being able to look at short-term goals, long-term goals and considering how your email marketing activities into you brand’s overall revenue goals.

When developing a strategy, the team should think about how to manage different email lists, how to approach campaigns with different goals, and how to balance those along with triggered messages and transnational emails.

To do this role effectively, your team needs to analyze the strategy, look at what’s working, and what needs to be improved. Then they need to communicate these learning and suggest changes based on the data they gathered.

REMEMBER

Keep in mind that no matter how much you plan or who you hire, they might not get everything correct 100% of the time.

Give them the freedom to adjust, experiment, and make changes that can improve the strategy.

In addition to thinking about the bigger picture strategy, your email marketing team needs to know how to handle day-to-day operations.

Your team should create a content calendar with weekly emails, release dates, product launches, and special events. Reviews the calendar with them once a week to if they’re on the right track, and adjust if changes are needed.

Test emails before they send them out to actual customers. Services like Litmus let you can preview then before hitting send.

Also, to make sure your emails are going to customers and not to spam folders, your team should be up to date on how spam filters work.

 

 

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