WHAT YOU NEED TO KNOW BEFORE HIRING AN EMAIL MARKETER
Effectively keep your mailing list engaged, interested, and aware of your brand through regular communication. This is what a good email marketer does for you.
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Table of Contents
What is an Email Marketer?
Why is an Email Marketer Important?
Important Skills and Traits of an Email Marketer
Where to Hire Email Marketers?
Why C9 Staff Email Marketers Rock
What is an Email Marketer?
An email marketer is someone who builds and manages an email list and keeps it warm and nurtured through content emails and newsletters. Additionally, an email marketer also manages the email server and management application. He makes sure emailing regulations (ie: CAN-SPAM Act, etc.) are observed and KPI’s (ie: open rates, click rates, etc.) are achieved.
Email marketing entails the use of several kinds of emails:
- Content emails (also known as educational emails or information emails)
- Update emails
- Promotional emails
- Regular newsletters to go out every other Monday in the morning
- Content emails to go out every Mondays, Wednesdays, and Fridays in the morning (in the afternoon for Mondays where a regular newsletter goes out)
- Promotional emails to go out every Tuesdays and Thursdays at either 9am or 3pm (corresponding to break times)
- Update emails to go out as needed
- In cases where promotional emails are required to follow a set mailing schedule, such will be worked around the existing email schedule so as not to over-saturate the mailing list
Why is Email Marketing Important?
Although more people engage in social media, there are certain messages that can be better communicated through effective email marketing. For example, if you’re introducing a new product or service that’s aimed at a direct competitor, discussing features and benefits in detail, especially those that directly challenge the competition, through social media may not be the right way to go. In which case, opting to send an informative promotional email will be a lot classier and more effective.
Savvy Email Marketers can even take advantage of email’s comparative “privacy” to convey exclusivity or intimacy which are extremely effective marketing tactics.
Important Skills and Traits of an Email Marketer
In order to be effective, an Email Marketer needs to possess the following skills and traits:
Exceptional analytical skills – a good Email Marketer needs to be able to look at their target demographic, analyze available data pertinent to their behavior, and create a strategy best suited for them. This takes specialized strategic and analytical skills.
Effective research skills – an Email Marketer has to dig for all available data pertinent to their target audience’s behavior. He also needs to analyze the data and come up with a strategy based on it.
Critical thinking – a significant portion of an Email Marketer’s job is data analysis, strategic planning, and problem solving.
Creativity – a good Email Marketer needs to have excellent copywriting skills in order to effectively communicate needed messages whether it be for the purpose of selling or educating.
Ability to adapt quickly – the marketing landscape is ever-changing and dynamic. A good Email Marketer has to be able to read the terrain and adapt a strategy that is responsive and effective.
Being receptive to new things – an Email Marketer has to be open to the possibility of learning and adapting new strategies and new approaches in the use of different content and different media.
Where to Find Email Marketers?
Like most digital marketing staff positions, one can easily find Email Marketers online. It’s only a matter of vetting them as far as experience and capability are concerned.
The first thing you need to decide when deciding to hire an Email Marketer is whether you want to hire a local or a remote one.
The advantages of hiring locally include:
Ease of access and the ability to work with you personally – it’s always easier to work with someone face to face.
Less cultural and social adjustment needed – you’re most probably living in the same city as your Email Marketer so you’re in the same time zone, speak the same language and share the same culture. This makes work so much smoother.
Better team-building opportunities – being in the same place physically creates plenty of opportunity to train, collaborate, build rapport, and get feedback.
On the other hand, hiring local talent can have the following disadvantages:
Specific skill sets can be harder to find – if you’re limited to a particular geographical area, finding a rockstar will be challenging.
Overhead expenses – if you hire locally, you’ll be obligated to keep an office which means you have to pay rent, pay for supplies, pay for electricity and other utilities. If you already have an office, you’ll have to provide your new hire with a work space which translates to the same thing – increased overhead.
Here are the advantages of hiring remotely
Access to a global pool of talents – you’re not limited to who’s available in your city and what they know. Hiring remotely gives you access to talented Email Marketers from different countries who may even charge relatively smaller fees than local recruits. This is true to both project-based freelancers and full-timers.
Little to no overhead – most remote workers work from home so you don’t need to worry about providing them with work spaces. This is especially true for project-based freelancers. However, for full-time remote workers, you may be required to subsidize their internet connection, computer equipment etc. But these costs are still far less compared to local overhead expenses.
Less contractual obligation – you can hire Email Marketers on a per-project basis. If you like their work, continue to give them projects to work on. If you don’t, just don’t give them any more tasks to perform and that’s that.
Here are the disadvantages of hiring remote workers:
Trial and error – you can’t really gauge the level of expertise, experience and even work ethic of the remote worker until you take a leap of faith and hire them. The good news is, if you don’t like their performance on the first project, you can just part ways right then and there.
Time constraints – if you hire a remote Email Marketer, particularly a freelancer, you need to understand right off the bat that you’re probably sharing him with several other clients (some paying more than you). That means your project is at the mercy of the freelancer’s workload. This may not be the case, though, with full-time remote employees.
That being said, here are a few places where you can find Email Marketers online. Note that in some of these websites, you’ll have the option to hire either locally or remotely. It’s all up to you, your needs, and your budget:
Monster (local and remote) – although Monster now caters to remote worker needs, its strength still lies in sourcing local talents. All you need to do is search “Email Marketer”, narrow down your search by location and experience, and you’re off to the races.
Upwork (local and remote) – geared more towards the US market. You can post an Email Marketer job, and available contractors can start lining up to apply. All you’d need to do is choose the best candidate. This is a good place to look for either part-timers or full-time Email Marketers.
People Per Hour (remote and local) – geared more towards the European market. Just like Upwork, you post a job and contractors will apply. You can choose the best candidate and go from there. This is also a good place to look for either part-timers or full-time Email Marketers.
C9 Staff (remote) – specializes in providing remote staffing services from a global pool of talents. It is considered a concierge service where you don’t simply hire an Email Marketer (or any other kind of remote worker for that matter), you hire an Email Marketer with an entire management service behind him to keep him accountable and always on his toes. This is ideal for people looking to hire the best and expecting to get the best while keeping costs relatively competitive.