How to Build a Successful Email Marketing Team

As an early stage founder, you’re probably handling email marketing yourself. To really get the most out of your efforts, though, you need to know when and how to hand it over to someone else. Every brand knows that email marketing is important, but it never seems to get the proper attention that it deserves. Brands receive an ROI of 42 times their initial investment when properly managing their email marketing campaigns, yet companies remain reluctant to commit to it. As a founder or senior executive, you have a lot of options when it comes to how best to build your email marketing program. One of the biggest challenges you’ll face is figuring out when you need to hand management of the program over to another person or team. You might have been able to manage it yourself at first, but other projects will inevitably get in the way, and you’ll no longer have the time. What then? Know When to Take Email Off Your Plate Most early stage founders manage email themselves. They send emails whenever they want to announce a promotion or a new product update and don’t think about it otherwise. As your brand grows and scales, however, failing to invest in email marketing has costs. You’ll miss opportunities to continually nurture your audience, offer personalized recommendations, and better understand your customers, among other things. If you feel like you’re missing out on these kinds of benefits, it’s time to take email off of your plate and make a bigger investment in your program. But how do you do that? Consider an Agency or Freelancer First You can easily find countless digital marketing agencies, and many will offer email services. Some agencies even focus 100 percent on email marketing. Between agencies and freelancers, you should be able to source a low-cost, low-commitment way to really get started with email marketing. Although giving up control of a highly visible channel like email to an outsider may be stressful, hiring an expert should actually ease your mind. They will ensure your emails are on-brand, and as long as you’re helping to provide direction on content and timing, you should instantly see an uptick in activity from your customers. Some agencies and freelancers charge monthly retainers, while others may charge on a per-project or per-hour basis. Do some research and speak to a few well-regarded options before locking yourself into a contract, allowing yourself time to understand the pros and cons of the different structures. For example, if you need someone constantly on-call, devoted to thinking about your business, perhaps a monthly retainer is the way to go. If you just need some very specific work done a few times a month, perhaps an hourly freelancer would be best. Whatever your needs, you should be able to find a freelancer or an agency that can provide a range of services. Know When to Go In-House If you’ve been outsourcing your email program, you may find that your freelancer setup […]

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