Geoff Cudd
Email marketing forms a vital artery in the body of modern business. It's the lifeline connecting companies with consumers, shaping relationships and driving growth.
The power behind this tool? An effective email marketing team. This group of professionals harnesses the potential of digital communication, steering corporate success.
I've been running my own successful marketing agency for years so I speak from experience.
But first, let's talk about the Email Marketing department structures you have to choose from.
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Table of Contents
Structuring Email Marketing Department
There are two main types of department structures based on company size and resources.
- Email Marketing department structure by discipline
- Org Type: Traditional corporate departments
- Best For: Midsize/Enterprise companies
- Email Marketing department structure by function
- Org Type: Employees are grouped by activities and objectives
- Best For: Small to Medium Sized Business (SMB)
Let’s go in-depth to each one of them.
1. Email Marketing Department Structure by Discipline
Discipline-based structure involves building teams centered around various marketing disciplines. For example, SEO, Content, Market Research, and Product Strategy could each form separate teams within a department.
| Discipline | Key Skills | Potential Roles |
|---|---|---|
| Strategy | Marketing Strategy, Digital Marketing Knowledge, Analytical Skills, Creativity, Communication | Email Marketing Manager, Email Marketing Strategist |
| Content | Writing Skills, SEO Knowledge, Creativity, Understanding of Audience, Persuasion Skills | Content Creator, Email Copywriter |
| Design | Graphic Design, UX/UI Knowledge, Creativity, Attention to Detail, Understanding of Branding | Email Designer, Graphic Designer |
| Analytics | Data Analysis, Critical Thinking, Problem-solving, Familiarity with Analytical Tools, Attention to Detail | Data Analyst, Email Marketing Analyst |
| Technical | HTML/CSS Knowledge, Email Service Providers (ESPs) Familiarity, Problem-solving, Attention to Detail, Coding Skills | Email Developer, Technical Email Specialist |
2. Email Marketing Department Structure by Function
Another approach is structuring by function, where teams are formed based on the different functions they perform. For example, promotion, launches, and relationship management could all be separate teams.
| Function | Key Skills | Potential Roles |
|---|---|---|
| Segmentation | Customer Profiling, Data Analysis, Strategic Thinking, Basic Coding, Market Research | Segmentation Specialist, Email Marketing Segmentation Analyst |
| Automation | Email Automation Tools, Workflow Design, Time Management, Problem-solving, Analytical Skills | Email Automation Specialist, Email Marketing Automation Manager |
| Compliance | Knowledge of Email Laws, Attention to Detail, Analytical Thinking, Organizational Skills, Communication | Email Compliance Officer, Email Deliverability Specialist |
| Testing | A/B Testing, Data Analysis, Creative Thinking, Attention to Detail, Problem-solving | Email Testing Analyst, Email Optimization Specialist |
| Engagement | Understanding of Customer Behavior, Creativity, Data Analysis, Communication, Strategic Thinking | Engagement Coordinator, Email Marketing Engagement Specialist |
| Acquisition | Lead Generation Strategies, Analytical Skills, Creativity, Understanding of Customer Journey, Communication | Email Acquisition Specialist, Lead Generation Coordinator |
Email Marketing Team Size versus Business Scale
To achieve successful marketing outcomes, you need to align the team size with your business's scale – a strategic approach that helps optimize resources and drive targeted growth.
| Business Scale | Ideal Department Size | Explanation |
|---|---|---|
| Start-up | 1-2 | Limited resources, less customer base. |
| Small-Medium Business | 3-5 | Growing customer base, increased marketing needs. |
| Large Enterprise | 6+ | Extensive customer base, multifaceted marketing campaigns. |
Factors to Consider When Deciding On an Email Marketing Department Structure
- Business Goals: Understand what your organization aims to achieve. Make sure your email marketing team can support these objectives, whether it's increasing brand awareness, driving sales, or improving customer retention.
- Team Skills: Identify the skills required for effective email marketing. This could include design, copywriting, data analysis, and technical abilities. Ensure your team has a diverse range of these skills.
- Budget: Determine your financial resources. This will influence the size of your team, the tools you can afford, and the scope of your email marketing campaigns.
- Industry Trends: Keep abreast of current trends and practices in email marketing. This knowledge will guide the structure of your team and their strategies.
- Customer Preferences: Understand your target audience's preferences. Tailor your email marketing efforts to match their needs, which will influence the roles and responsibilities within your team.
Explore other marketing departments:
So, there you have it, a detailed overview of an Email Marketing team structure. From the essence of the team and key roles, to structuring and optimizing; every aspect tailored to achieve success on your business blueprint.
Claire Fountain
