Contrary to concerns in recent years that email marketing would eventually dissipate, the communication tool remains the center of the digital marketing landscape. Email marketing offers incredible ROI for businesses small and large, and companies continue growing their teams to reflect the importance of this channel.
Once a job often reserved for individual specialists, email marketing has become more of a team effort. This shift comes as businesses see email marketing as a consistent player in overall strategy rather than a stand-alone channel.
55% of surveyed companies report that they rely on dedicated teams to manage email strategy and deployment as part of wider marketing responsibilities, while only 30% claim an individual heads up email as part of wider marketing strategy.
The growing popularity of an integrated approach to marketing strategy allows businesses and brands to align their goals across various channels, often with email as the lead focal point.
How to employ your email marketing team can be quite important to success. Primary responsibilities for team members include mobile optimization, strategy and planning, reporting, data, design and content, and transmission. When allocating the time each team member should spend on these tasks, you must guard against your team spending dramatically more hours crafting the design and content, rather than spending valuable time on strategy and planning. While it’s important to make sure your emails are visually engaging, teams should take a 360-approach to email marketing and spend an equal amount of time mapping objectives for success. Include all of your team resources in this planning. You never know from whom a brilliant idea will germinate.
Ultimately, your email marketing team must juggle many tasks to push strong, seamless campaigns out the door. Setting clear responsibilities and objectives for individuals within the team boosts productivity and efficiency while decreasing the likelihood of mistakes. Good leadership ensures strategy and creative go hand-and-hand to deliver your customers an experience that they enjoy and take the desired actions you seek.
Let ResponseGenius help take your email marketing to the next level – hello@responsegenius.com
