Marketers should market. Not design. Not code.
Taylor Engstrom
Taylor Engstrom
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The Modern Email Team
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“Today the modern marketer needs to do and create so much more with the same amount of time.”

^ choice words from stensul CEO Noah Dinkin in a recent presentation at Oracle MCX.

Today’s marketers have a ton to do.

From campaign conception and execution to marketing channel analysis and reporting, they’re responsible for a lot.

Email marketers are no different.

They’re oftentimes responsible for:

  1. The creation of the email itself
  2. The segmentation and targeting of the email campaign
  3. The deliverability of the email campaign
  4. The performance and insights from the email campaign

Today there are a slew of tools and technologies to assist email marketers with many of those steps.

Except for one.

Segmenting and targeting can be done to the Nth degree of complexity within your Email Service Provider (ESP) such as Marketo, Eloqua, Adobe Campaign, Salesforce Marketing Cloud and many more.

The deliverability of the email campaign can be previewed in your ESP; your list can be cleaned up using FreshAdress or Kickbox; and you can ensure deliverability with SMTP.

Robust reporting and dashboards on the email campaign’s performance can be built in your ESP, in Tableau, exported for further use in Excel, Google Sheets, and many more.

The creation of the email itself, on the other hand, is the one step that we’ve seen the most variance across the global brands we work with.

Some marketers put in a request to their designer and sit back and wait for proofs.

Some marketers design the whole email themselves their way and then have an email developer or designer turn it into reality.

Some marketers trust a creative agency to execute their vision on their behalf.

With all this variability,  what better place to start optimizing your modern email team?

How to Optimize Your Marketers

Marketers should be doing marketing, not coding, and not design.

At most, marketers should “merchandise” the email to support the goal.

The purpose of the email, the core creative of the email, and the layout of the email should all be selected by the marketer.

What marketers shouldn’t do in their email process:

The marketer shouldn’t be figuring out which brand-approved header would work with the overall vision of the email - the marketer should leave that to the designer.

The marketer shouldn’t be learning the nuances of HTML tables on the fly - they should be instructing developers whether this is more of a two column email or a three column email.

The marketer shouldn’t be surfing the web for the perfect hero image - the marketer should give the designer options to work with (i.e. company instagram or DAM, stock photo account) and leave it to them.

What marketers should do in their email process:

The marketer should plan the layout and purpose of the email.

From there they should be able to hop right into creation, not have to belabor over another email brief.

If anything, they can plan around other members of the team by creating a framework that includes:

  1. The purpose of the email (I.e. a new promotion, new content, company announcement)
  2. All external links and alt-texts
  3. The Call-to-Action or CTA
  4. A re-statement of brand and style guidelines

The marketer should decide what goes where, follow brand rules if they exist and make sure the overall final assets meet the goal of the campaign.

The marketer should own the “project” that is the creation of the email and ensure design is up to snuff, development of the email file or template is going smoothly and the campaign is in-line with the initial vision.

At the end of the day, marketers are the most “on the hook” for a well oiled creation process as it is crucial in getting campaigns out on time with a high degree of content quality and strategic thought.

Marketers should be quarterbacking the entire operation of email production - finding ways to expedite their creation process or account for limitations in technical knowledge must be critical.

Ultimately optimizing your email team starts with optimizing your marketers.

Thanks for reading!