JM4
Making a Case for Having Email Specialists
I'm having to put a case together as to why we have to have specialists in email design and build and not just have a graphic designer/web designer/intern design and build our emails. sigh Sad, sad day.
So, I've put together a list of the usual things like understanding of quirks with outlook/gmail/etc, ability to hand code, understanding and hands on experience with responsive emails. But can anyone think of anything that I can add on to the list?
Trying to fight a battle here, and I need all the ammo I can get!
Hi Jaina,
In reviewing some of your responses to many of the posts here, it sounds like your company is growing and expanding rapidly. In addition to what others have said, it may be helpful to have an Email Specialist that is well-versed in all types of HTML and CSS. In my own position, in addition to email, I frequently build custom landing pages for our clients' campaigns. These can include forms and other interactive components. It has been our experience that web developers often get hung up on the limitations of email development. However, someone that specializes in email development first, can frequently also do light web development, which can only enhance a complete marketing campaign. Of course, if you're able to find an email specialist that has a complete arsenal of skills, including SEO, Photoshop, etc., all the better! But, hands down, starting with someone that specializes in the often frustrating nuances of email development, email deliverability, and remail reporting, could be the best candidate for the position.
Best of luck in your battle! "Go to the mattresses!"
Jennifer
In email the first you hear of a rending change that will break your email is when someone posts it on the Litmus Community. Potentially you could be sending emails that don't render on some popular devices without a specialist keeping track of things it won't get fixed.
To add on to Mark's second point, I would also argue it depends on the volume of mail your company sends and the size of your mailing lists. You're going to have a hard time making a case for a separate position if the company only sends out a monthly newsletter to 2000 contacts, regardless of company size or budget. If, on the other hand, you're sending out multiple emails a day to 10,000+ contacts, you'll have more leverage.
On topic - when I see "email specialist", I include all data analysis in the position responsibilities. Open rates, click rates, etc. - any and all reporting necessary to track how effective your campaigns are. Otherwise you're just describing a "designer" or "developer" position, and you might as well stick with your graphic or web designer building the emails.
p.s. This is coming from a graphic and web designer who jumped into email design out of necessity; there are only four of us in our marketing department and I'm the only one with HTML/CSS knowledge. It's very possible to be a "specialist" on top of graphics and web - you just have to find a person willing to spend the time to commit to their personal development (read: email design/development). If you're frustrated with the quality of work in your emails, then maybe you need to find a different designer, rather than open a new position.
See, we're a growing start up. At the moment, we've got a database of around 20,000 contacts. It's not a small number. Monthly, we'll email anything from 2000 - 5000 contacts. And these numbers are going to grow. We need people who can hit the ground running, understand email and be able to run with it.
I was a graphic/web designer who sort of fell into email a few years back for pretty much the same reason you've done :) I totally agree - you can have someone who's got skills and knowledge in the web arena, but they've got to want to learn some new stuff.
Ah ha! Yeah, with those numbers I don't blame you for wanting someone specific for your email management! It was hard to tell from your initial post.
With so many emails flying about to so many people, be nice to have someone who can just get on, you know? Ah well, out of my hands sadly!
Cheers Mark. Going to take away your point about browser changes - one point I forgot to make note of actually.
Sometimes it feels like a losing battle!
Hi Jaina,
As an Email Specialist myself there a few more things I can add on to it.
1. A specialist will be in charge of researching new email technologies and staying on top of best practices for email.
2. They will also hand optimize creatives to avoid SPAM issues.
3. Staying up to date on SPAM law changes such as Canada's newest legislation.
4. Have the ability to automate or build newsletter generators for emails you sent regularly.
Hope these help.
I've seen businesses make the mistake of thinking anyone that calls themselves a graphic designer can do this. Just tell them "Tables only" and let them go.
This is where businesses don't understand that email is a weird, quirky thing that's hard to master, and even harder to keep up with. I've recently helped a company move from Constant Contact to Campaign Monitor as their email marketing solution for their clients. It's a level of constant communication. Also, if they want to hire a buncha intern level designers, make it clear that you want to have weekly workshop meetings. Show them the cost of hiring cheap.
It's both sad and reassuring that this isn't an isolated issue but sounds like something that a lot of people in the industry suffer through.
Agreed!
The purest argument for me is: think about how important email itself is to the company. Answer should be very, and if not... then there is the real problem!
Other comments here have covered it re: bugs, deliverability, trends, legislation, but I would add:
Being a leader not a follower - specialists are more likely to innovate, a follower will not try new things. This is very important in the long term.
Good luck :)
Thanks Mike. The importance of email is so often downplayed and that makes me so sad. Especially with social media taking the limelight at the moment.
Gonna need all the luck I can get!