Creating an effective email marketing campaign comes down to how your team members contribute to all the activities and operations. Without well-defined roles and the right automation tools, even a structured team with the best abilities and intentions will fail to generate fruitful outcomes.
An email marketing channel is a tried and true formula to boost your revenue. In fact, 59% of marketers consider emails as the best way to drive conversions and revenue. According to McKinsey, emails are far more practical than digital platforms for customer acquisition.
To accomplish this, it is imperative that your email marketing team structure follows a powerful formula. Not sure how and where to start?
Here are the primary pieces to help you form a solid email marketing team to streamline the overall process and maximize efficiency.
The Email Marketing Strategist
How will you align your email marketing with your brand and overall marketing goals? Who will be managing the email strategy altogether and overseeing each piece? Who will be responsible for formulating individual campaigns and ensure that you are successfully moving toward and achieving specific goals?
Generally, you need an email marketing strategist to get answers to these questions.
The strategy and your approach can make or break your campaign’s success, so you need to look out for a strategist with the following skills:
- They are able to understand how to create ideal customer personas and research target audiences
- They can help customers connect at different stages of their sales cycle to relevant content to enable them to move to the subsequent stage.
- They can gauge, monitor, and measure the performance and effectiveness of all your campaigns.
The Project Manager
Project managers supervise all the other team roles on a regular basis. They make sure that everyone is on the same page, fulfilling their tasks, keeping track of deadlines, coordinating with clients, and helping with strategy and planning. They may also facilitate teams with quality assurance or editorial duties.
These organizational experts also leverage project management tools to effectively communicate with each team member to make sure that everybody completes their tasks within the scope and on time.
Furthermore, project executives also can use a digital whiteboard to collaborate efficiently between team members, sync collective ideas and develop new ones.
Project managers may also assign an additional designer or outsource some of the designer’s tasks to make sure you are able to meet the deadline.
The role of the project manager is critical to your overall email campaign success.
The Creative Team
Your creative team will be the people working for quick-witted copy and flashy graphics in your email content/message.
Those cool fonts and flashy and appealing graphics in your email copies are all the responsibility of the designer. They manage your email marketing’s visual aspects, including:
- Comprehending the best practices to format the emails, so they are viewable and optimized in/for every inbox
- Maintaining brand consistency (brand colors, fonts, and logos, that give your email copies a cohesive look)
- Translating your innovative ideas into images that align with the tone of every campaign
The writer in your email marketing team will be responsible for creating compelling email content that converts. This means every sentence that they write aims to inspire and encourage people to take the desired action.
Their goal is to make people open the emails you send and follow through with them. Also, they should be able to build trust and loyalty with subscribers by executing and maintaining a consistent brand style and voice.
The Technical Team
Your technical team for email marketing essentially includes roles such as the optimization experts, the developer, or some other specialist role. They take care of and manage all the technical details regarding your email marketing.
For instance, they are in charge of and oversee coding emails to make sure they look presentable across multiple devices and browsers.
In addition, they also monitor and keep track of your deliverability rates, ensuring that your emails get delivered into inboxes and aren’t ending up in spam folders. You can also assign auto-responding tasks to trigger email sends at specific actions of recipients or particular times to your respective team members.
Many brands also create interactive emails where the recipients can shop for the desired products straightaway from their message inbox. To achieve this, you need a strong technical team who can carefully puzzle these emails using CSS and HTML.
They may also be in charge of A/B test your emails to gauge the most effective version that works best for you and the audience. It helps you analyze the performance of your email marketing campaigns by comparing and reviewing data.
The technical team’s role is increasing as users expect their providers to deliver a seamless and personalized experience, especially technological advancements.
Apart from other roles, there are also some of the additional roles that you need to consider in your email marketing team structure.
For instance, you can have a dedicated team member for quality assurance, split-test, measure, use email templates or edit the copy. That way, you can better know what works best for your company, industry, and particular team.
Provided that you have all the foundational roles covered, you can effectively carry out your email marketing activities and drive revenue.
Structuring your email marketing team is paramount to the success and health of your related goals. Your team works in alignment with your marketing. However, your team will vary depending on your business size and the objectives you aim to achieve.
Building a perfect team foundational roles require you to define each role clearly, and you will be able to work seamlessly with better chances of growth and success.