Wendy Weber, president, Crandall Associates, Inc. September 23, 2009
An e-mail marketing manager is the person who oversees the development and growth of e-mail marketing programs. This person is responsible for all aspects of the planning, execution and analysis of e-mail marketing campaigns including contact strategy, calendar development, creative, segmentation, production and analytics. The e-mail marketing manager creates 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. An e-mail marketing manager has the potential to have tremendous, immediate impact on the bottom line. There is also the opportunity to react quickly to market conditions, and tailor messages very specifically to different segments of the audience.