The Key Characteristics of High-Performing Email Marketing Teams

Wondering if your email marketing team has what it takes? We break down the characteristics you need to cultivate.
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As a marketing leader, you obviously want your email marketing team to perform at its best. But what does this mean for its makeup?

There are a number of characteristics and traits that make up a high-performing team, and you’ll need to emulate these elements in your own marketing organization.

Given that high performers outperform their competition by 96.3 times, it’s something that shouldn’t be ignored. Read on to discover the high-performing characteristics you should cultivate.

What makes up a high-performing team?

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According to a renowned Google project, there are five common characteristics or dynamics that most high-performing teams possess:

  1. Psychological safety: Do team members feel comfortable taking risks, without feeling insecure or embarrassed?
  2. Dependability: Can they count on each other to do high-quality work on time?
  3. Structure and clarity: Are objectives, roles, responsibilities, and plans clear and consistent?
  4. Meaning of work: Are they working on something that they feel passionate about?
  5. Impact of work: Does each team member believe that the work they’re doing matters?

During their two-year study, Google found that; “Who is on a team matters less than how the team members interact, structure their work, and view their contributions.”

Interestingly, they discovered that psychological safety was the most critical component of these five characteristics, as it served as a foundation for the other four.

So what does this all mean for your marketing organization?

What characteristics does your email marketing team need?

Image by Annie Spratt on Unsplash

Beyond these general characteristics that every high-performing team should have, there are a number of characteristics that an email marketing team should have, including:

  • A deep understanding and knowledge of the customer
  • A focus on ROI and how to drive it
  • A passion for learning and development
  • An understanding of the importance of marketing operations and the technical side, and the need for this to be fully integrated across the team

Renowned author, speaker, and marketing evangelist, Mathew Sweezey, believes that the wider marketing organization also needs to pull its weight by possessing these four key traits:

  • Executive buy-in: “Executives must buy into a new idea of marketing. Not just that they need more marketing.”
  • Bigger budgets: High performers plan to increase spending on digital marketing spend (70%), marketing tools and technology (59%), traditional marketing spend (39%), marketing consulting (39%), and marketing headcount (39%)
  • Better technology: High performers use 14 tools to create a cohesive experience
  • Agile workflows: 52% of high performers use agile methods

By securing this support from the marketing organization as a whole, your email marketing team will be able to perform at the high level that you require.

Want to learn about the five key professionals that you need to recruit? Check out our blog; The 5 Key Players on Your Email Marketing Team.

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