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Key Elements of a Successful Social Media and Email Marketing Team
by David James, Bethesda Emedia Marketing

A recent discussion on LinkedIn’s Email Marketing Roundtable discussed the key points that email marketing executives need in order to succeed. Alicia Cruz, Email Marketing Manager at United Stationers, asked, “In an ideal world, who should be on an email team? What are some of the common job titles and skill sets that are required to execute comprehensive email marketing services?” She was in teh process of putting together a team.

From Ramki Srinivasan, Marketing Manager at Sears Holdings Corporation:
Off top of my head:

    1. Marketing managers
    2. Designers/agency support
    3. Email production
    4. Production (deploying emails,managing lists etc.)
    5. Deliverability experts
    6. Analytics support

I think most teams have design/production folks but miss out on nos 5 and 6. I have worked with some very bright Analytics experts and the insights they can bring to segmentation strategies is the difference between a good email program and a great one

From Tom Leonard, Managing Partner at TriTechGlobal:

The one skill set I would add to the list is infrastructure support for the landing pages of the email programs.

If you have a robust email program with significant testing, you also need to be able to send the traffic to multiple landing pages – or at least be able to create a destination that is part of a logical sequence from the email to the site. This is the piece that is missing with the current program I manage and it really limits what we are able to do.

From Penelope White, International Interactive Solutions Manager at CBS Interactive:

In our organisation Interactive campaign managers (iCM’s) are responsible for campaign production – email campaign planning, list building (segmentation/targetting according to sales/client/campaign needs), email design/coding, microsite design/coding, email broadcast, response analysis and post-campaign presentations for sales.

For more, join LinkedIn and the group Email Marketing Roundtable. Read the rest of the discussion Here.

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