Who Should Be in Charge of Your Email Marketing Campaigns?
07 Jan 2019

Who Should Be in Charge of Your Email Marketing Campaigns?

It’s easy to underestimate what is involved when it comes to delegating the job to create email newsletters. Even with an email newsletter tool, the task encompasses a range of responsibilities and skills. Who is best placed to take this on?

Much of this will depend on the size of your business. However, before we come on to discussing who should be in charge of your email marketing campaign, let’s discuss what is actually involved.


How to create email newsletters

At a very basic level, an email marketing campaign is merely an email, or series of emails, sent from yourself to one or more leads, with the hope of garnering business. The aim of email marketing campaigns is to drive engagement with potential customers to fuel leads and, of course, sales.

Therefore, at a very rudimentary level, this could be done as a simple email sent out from your email platform using the ‘bcc’ field to protect recipient data.

However, without a more managerial approach, these email marketing campaigns are nearly impossible to use effectively. Without an email newsletter tool, it’s almost futile to ensure a consistent approach, create emails that stand out and grab attention, and analyse their success.

Given that email marketing is so powerful, you want to be approaching it correctly. You want your email campaigns to be successful, and tangibly so. They have the ability to foster engagement, build your reputation, and ultimately bring in sales.

For this reason, the task is actually a good bit more involved and complicated than simply dashing out an email using the ‘bcc’ field. It takes more planning.


Planning to create an email newsletter

Successful campaigns require some advance planning. Planning should involve:

  • Knowing your aims: All marketing starts with understanding your objectives, email newsletters are no different. Is your aim to get more subscribers, build engagement, sell a product, nurture customers or something else?
  • Choose your style: Email needn’t be a homogenous being. It’s possible to create radically different campaigns dependent on the style and type of email. For example, an image heavy promotional email will look considerably different to a transactional email, such as an order confirmation.
  • Understand your audience: By understanding your audience, you can tailor your email campaign more effectively. Use Google Analytics and the Facebook Insights tool to gain an understanding of your audience so that you can target them.
  • Use email newsletter tools to manage campaigns: Armed with the above information, you’ll quickly see it’s impossible to run a successful email marketing campaign without a tech helping hand. This is where an email newsletter tool is required to make it possible to achieve your aims and measure success. Look for automation features, templates, segmentation ability and analytics.

Only after completing the above are you ready to get cracking on the content of the email marketing campaign itself. This is when you consider the actual wording and imagery but also think about the cascading nature of the campaign. Most marketing emails work best as a series, so this needs planning out in advance.

As you can see, even with an email newsletter tool, there is quite a bit of work involved in the process. So who should be in charge of it?


Make sure someone is the overseer of the email marketing campaign

It’s essential that someone is given responsibility for ensuring the complete process of your email marketing campaigns.

In a very small business or sole-trader, this will obviously be the owner. They can quickly be on a par with the email campaigns of bigger businesses by using email newsletter tools like Postman.

Small to medium size businesses may quickly find that they cannot maintain the control over email marketing campaigns in the way they want. Therefore, they need either a dedicated marketing team in-house, or outsource their campaigns to a marketing agency.

Larger businesses will likely have their own email marketing specialist or agency, as part of their overall marketing strategy.

By ensuring one person, or team, takes responsibility for the campaign, you can guarantee that there is consistency across the tone and style of emails, always bolstering your brand image.


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