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Building (up) your email marketing team

So, you need to send emails. Sounds easy, right? It is! If you have the right team, of course.

But what is “the right team”? How many people does it take to send an email? Let’s look at the basic roles that would need to be covered.

  1. The strategist.
  2. The business analyst.
  3. The project manager.
  4. The developer.
  5. The designer.
  6. The production specialist.
  7. The writer.
  8. The campaign manager.
  9. The deployment specialist.
  10. The data analyst.

Before we take an in-depth look at these roles, we must stress the fact that these functions do not require a person each. They can be combined into 3-4 people, or they could be spread over a 50-people team.

  1. The strategist. They lay the foundation for the overall direction to a successful email program, and have a deep insight into the business and short and long-term strategies for the company as a whole. They create annual and quarterly plans, oversee campaigns, plan tests and direct implementations.
  2. The business analyst. They are the bridge between strategist and developer. Thanks to their data insight, they are able to translate marketing objectives into points of action.
  3. The project manager. Email marketing campaigns need a lot of trafficking, scheduling, stakeholder management, timelining and cross communicating. Enter the project manager.
  4. The developer. Once the plan has been agreed on, developers step in to carry out data integrations, implement third-party systems, write queries for segmentations or code dynamic elements. This role is merged with the production specialist and could indeed be carried out by the same person.
  5. The designer. This role is not just about the images and banners: the designer needs to be familiar with the specifics of email design and formatting, have a strong branding concept, and work closely with the other part of the creative team: the writer.
  6. The production specialist. Perhaps the designer can also cover this role, because it’s about bringing that design a step forward into HTML and CSS, as well as test rendering on different devices.
  7. The writer. Words convert. It’s a fact. As flashy as your graphics might be, without copy, they’d probably mean nothing – and end up in Junk. This is not about literary standards: it’s about conversion. Again, this role must be filled by someone familiar with email writing techniques.
  8. The campaign manager. Someone needs to put all the assets together and set them in place according to the goals, calendars and standards set up by the strategist. The person who rolls up their sleeves and digs in is the campaign manager.
  9. The deployment specialist. Also known as quality assurance specialist. They make sure that the correct message is sent across all campaigns and runs deployment quality checklists to avoid the dreaded error and minimise unnecessary work.
  10. The data analyst. They are in charge of gathering the necessary reports on certain email performance indicators to bring it to the strategist and other stakeholders to discuss.

It’s very unlikely that someone in your organisation will meet all these requirements, but by the same token, it’s quite probable that you already have someone in your team who can carry out at least two of these tasks (if not more).

There is also the possibility of training, upskilling and allowing your team to get certified in their field. After mapping your roles to your revenue streams, identify what kind of training might be required and if it can be provided in-house or perhaps outsourced.

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Did you know we at Gravitai are currently looking for a Head of Professional Services? If this sounds like something you might be interested in, or if you know someone who would be, please let us know.

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