Take a look at these five categories of e-mail marketers and see if you recognize any of them.
There are all kinds of e-mail marketers. You probably know some yourself. I speak with 50-plus digital marketers a month between client work, speaking at events, Twitter, and LinkedIn. While this is by no means scientific, here are my five categories of e-mail marketers. Which type are you?
It's not easy being an amazing e-mail marketer. There are a lot of balls to juggle and a lot of internal convincing to do. A group of us at the DMA/Email Experience Council did a "Career Matrix" project last year where we attempted to come up with a way to document how much talent, skill, and personal charm is required to be successful at e-mail marketing. We discovered that there are no fewer than 15 key functional areas that a great e-mail marketing program requires (not all from the same person), including strategy, design, HTML production, privacy/compliance, brand advocacy, copywriting, analysis, database management, code writing, and message handling and deliverability. (If you'd like a copy, just ping me.)
So, go ahead. Rate yourself. Perhaps you fall in several categories. Meanwhile, what can we all be doing to help everyone - from "willing newbies" to the "frenzied fatigued" - reincarnate as "buoyant advocates"? First and foremost: put the subscriber at the center of your strategy. Please leave your comments and ideas below!
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Stephanie Miller is a partner with brand and marketing technology strategy firm TopRight Partners, which helps customers use the technology they have today to do the marketing they want to do today and tomorrow. She is a relentless customer advocate and a champion for marketers creating memorable customer experiences. A digital marketing and CRM expert, she helps sophisticated marketers balance the right mix of people, process, and technology to optimize a data-driven content marketing strategy. She speaks and writes regularly and leads several industry-wide initiatives. Feedback and column ideas most welcome, to smiller AT toprightpartners DOT com or @stephanieSAM.
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