DM News' Essential Guide to E-Mail Marketing: What an E-Mail Marketing Manager Does

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As the direct marketing industry evolves, companies require proficiency in online marketing as well as traditional DM techniques. No longer an afterthought or a skill set tacked onto the description of the direct mail manager, companies increasingly include the position of e-mail marketing manager in their organizational chart.

This position drives and executes online marketing initiatives via the deployment of e-mail communications. E-mail marketing stimulates awareness and interest, creating a one-to-one relationship with the customer, making it easier to respond to the customer's habits, interests and needs in a more immediate way than through other channels.

However, e-mail marketing has unique issues that must be considered. E-mail that is not requested or appreciated by the customer may be viewed as little more than spam. E-mail marketing professionals must follow both the letter and spirit of ethical guidelines as outlined by the industry and the law, lest they do more damage than good to their employer.

Generally, the e-mail marketing manager is one of several channel managers reporting to a marketing director. This position is responsible for developing and implementing strategies that support initiatives including customer contact, frequency, messaging, offers and segmentation.

The e-mail marketing manager must create a look and feel consistent with the brand strategy, designed to give current and potential customers another quality sale and service channel option.

One difference is that the e-mail channel reaches a younger, more affluent market than direct mail, because only a certain portion of the target audience has a computer and is comfortable receiving e-mail and trusting it as a commerce vehicle.

Developing metrics and procedures to analyze the effectiveness of e-mail programs is an important part of this job. Also, this position works to ensure there is a steady increase in all critical-response components of the program, including open, click-through and conversion rates.

Finally, e-mail list growth and maintenance are essential. Because a 25 percent return rate on an e-mail list is not unusual, e-mail marketing professionals must work hard to maintain their database.

The salary for an e-mail marketing manager typically ranges from $60,000 to $75,000. A professional with more expertise and strategic responsibility at the director-level commands significantly more. Ú

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