Creating a successful email marketing program boils down to how
each team member contributes to the whole operation. Without
clearly defined roles as well as automation in the right places,
even an email marketing team with the best of intentions will fail
to produce effective marketing.
Email marketing is a tried-and-tested way to increase your
revenue. Research shows that
59% of marketers agree that this channel is the best way to
earn more money. Plus, research from
McKinsey shows that email is far more effective than social
media for customer acquisition.
In order to see these kinds of results in your own business,
it’s important that the structure of your email marketing team
follows a winning formula. Not sure where to start? Here are the
key pieces you’ll need to form a successful email marketing team,
as well as how to automate and streamline the process for maximum
Follow these steps and your email marketing team will thank
Your guide to the perfect email marketing team structure
Keep in mind: These roles can be combined in different ways, so
one person may wear many hats. For instance, the project manager
can also be the strategist. The creative role could be outsourced
to an agency. There are a lot of ways to find your right fit, so
mix and match to find the unique approach that works for you and
1. The Strategist
How will your email marketing help move your brand toward your
overall marketing goals? Who will manage the email strategy as a
whole, overseeing each piece? Who will manage individual campaigns
and make sure you’re moving toward specific goals?
In general, these questions are answered by the email marketing
The strategy can make or break the success of any campaign, so
the strategist should have the following skills:
- They understand how to research target audiences and create
- They can connect customers at different stages of the sales
cycle to content that will help them move to the next stage.
- They can analyze, track, and measure the effectiveness of all
2. The Project Manager
Project managers oversee all the other roles in the team on a
daily basis. They keep everyone on task, keep track of deadlines,
coordinate with clients, and help with planning and strategy. They
may also help with editorial duties or quality assurance.
These organizational wizards spend their days inside a project
management tool communicating with each team member to ensure tasks
are being completed on time and within scope.
If a designer has fallen behind the rest of the team, a project
manager may assign an additional designer from another project to
help hit the deadline or choose to outsource part of that
designer’s tasks to stay on schedule.
The project manager is crucial to the overall success of email
3. The Creative Team
The creative team is the people behind the snazzy graphics and
quick-witted copy in your email content.
The writer on your email marketing team is in charge of creating
email copy that converts. In other words, every sentence they
write is about getting people inspired to take action.
Their aim is to get people to open your emails and click on the
links inside them. They should also build trust with subscribers by
implementing a consistent brand voice and style.
This is an entirely different job from writing content and is
often referred to as conversion copywriting.
Needless to say, this is one task you shouldn’t trust to just
anyone. Make sure your team has a pro.
Those flashy graphics and cool fonts in your emails are all up
to the designer. This person handles the visual aspects of email
- Understanding best-practices for formatting emails so they’re
viewable in every inbox
- Maintaining brand consistency (logos, brand colors, and fonts
that give all your emails a consistent look)
- Translating ideas into imagery that matches the tone of each
As you can see, email copy and design are what users interact
with, so they need to be aligned to be effective. This example from
Jack Daniel’s shows how the two can and should complement
4. The Technical Team
technical email marketing team may also include roles like the
developer, the optimization expert, or another specialist role.
These are the people who take care of the technical details behind
your email marketing.
For instance, they can be in charge of coding emails so they
look good in any browser, including mobile. They might also be the
ones to monitor your deliverability rates, making sure your emails
are delivered into inboxes and not getting caught by
spam filters. You could also delegate the task of setting up
autoresponders to trigger email sends at specific times to members
of this team.
Many brands are creating interactive emails where the subscriber
can shop for products directly from their inbox. To accomplish
this, technical team members need to carefully code these emails
using HTML and CSS.
They may also be responsible for
A/B testing your emails to see which version works best with your
audience and analyzing the performance of your campaigns by
reviewing and comparing data.
The role of the technical team is becoming more as users
continue to raise their expectations and technology continues to
5. Additional Roles
The main roles for an email marketing team structure have been
covered, but what about additional roles?
For instance, you could have a team member devoted to quality
assurance, another devoted to split-testing and measurement, and
another person responsible for editing the copy. Only you know what
works best for your industry, your company, and your specific
As long as you have the foundational roles in place, you can
continue to add on to your team as you see fit. The possibilities
Which parts of an email marketing team structure can be automated?
You may be surprised by how much of your email marketing can be
automated. Many roles can be streamlined using a good tool or email
service provider, helping you get more done for less time and cost.
This is great news if you’re working with a slim budget or a
1. Technical Email Specialists
In general, the developer/specialist role becomes more important
as the company becomes larger. For small businesses, the same
duties can be covered through your email service provider
For example, most ESPs provide tools that will take care of
email formatting/code with the use of responsive templates.
They’ll also give you basic analytics to measure, like open
rates and click-through rates, and will provide options for you to
set up basic automations (for example, emails triggered when a
customer first subscribes to your list or a special discount email
on their birthday).
If you don’t have the budget for a designer, don’t worry.
The right ESP will have some design options to make your emails
look professional and cohesive.
Some like Campaign Monitor even have drag-and-drop design
capabilities to help you easily customize the look and feel of your
If you need help managing your email campaigns, that can be
automated, too. For example, many ESPs will keep track of your
segmentation, your automated journeys, and your email
For many marketing teams, these features help the strategist and
the project manager combine into one role.
Your email marketing team structure is vital to the health and
success of your email marketing goals.
When your team works, your marketing works.
However, each team will look different depending on the size of
your business and the goals you want to achieve.
Structure your team with foundational roles, make sure each role
is clearly defined (especially if one person wears multiple hats),
and you’ll work together as a seamless whole for better chances
How To Build an Effective Marketing Team Structure appeared
first on Campaign
Source: FS – Email Marketing Blogs!
How To Build an Effective Marketing Team Structure