The successful implementation of a solid and effective email campaign requires the use of all kinds of resources in the company: Strategy Manager, Designer, Author, Developer, Data Scientist…
All are necessary for the success of a campaign, especially since email is becoming an increasingly complex tool, between increased personalization, interactive content or even responsive design.
Therefore, it is important to build a team …
Email campaigns are therefore all the more effective when all of these roles are involved.
In other words, even if you have an excellent editorial team, your campaign won’t perform as well without a strategy manager.
Each of these five positions plays a unique role within the three distinct phases that make up what we call ” Email Team Cycle“.
Imagine a continuous flow of communication between different roles, moving an email campaign from one stage to another while providing feedback between teams.
Step 1: the strategy
The first part relates to the team’s strategy manager.
In this phase it is necessary to analyze past campaigns and, based on this information and the various feedbacks available to the company, to create a new plan.
Even for the smallest projects, this stage of evaluation and adjustment is essential.
It makes it possible to better understand the public and their expectations and to adapt the content effectively.
The strategy team should ask questions to analyze deliverability rate, bounce rate, block rate, and other recipient information so that future emails land in the inbox rather than the spam folder.
In terms of content, it is important to analyze the success rates of campaign elements using criteria such as subject line, images and segment performance. All this data is essential in the strategy phase.
After the analysis, the other key moment of this phase is the development of an email strategy for future projects.
It is best to focus on setting goals – SMART indicators – and on the execution plans.
While the Email Strategy Manager’s role is vital in all three phases, this phase is where he really has his opportunity to shine.
He is responsible for developing the overall email sending strategy based on data from previous campaigns and audience information.
A good strategy manager will look to the advice of everyone in the organization, including members of their broader email and marketing team, to better understand how email fits into the overall context.
Step 2: Creation
Now that the whole team has a clear understanding of the goals, the chemistry can start to work.
This is where copywriters, designers, and developers come in to define the formatting, put the finishing touches on the copy, and write the code for the campaign.
The layout dictates how text and code is written and also encourages audience engagement.
Designers play an important role in choosing or designing the best layout for a template or for a unique email.
Regardless of whether the email is informative or promotional, the design should take into account the images, information and CTAs to be included and integrate them in the most natural and appealing way possible.
Promotional emails should therefore link to purchase pages, while informational emails contain more text.
Copywriters then step in, making sure the message resonates with the recipient and inspires enough to drive engagement.
The copywriter works with the strategist and data scientist to understand which posts are most likely to convert, which CTA is generating the most clicks, and where it makes sense to leverage marketing opportunities, personalization, and segmentation.
Developers need to work with designers and writers to incorporate unique design elements – like gifs, interactive images, countdowns, etc. – that require personalized code.
Step 3: Optimization
The third and final step concerns email campaign and contact list optimization.
In this phase, data scientists and developers work together with the strategy manager to integrate the CRM, test and validate, approve and send the final email.
First, the team must identify and implement segmentation opportunities. She then ensures that the CRM is well integrated with the email platform.
Finally, the integrity and personalization of the data is validated. She can then focus on the final phase of the campaign, for which she will draw on various skills – copywriter, designer, strategy manager – to assist her in revising the final text and design, testing variables and validating good A help /B tests.
Finally, someone, usually the email strategy manager, approves and sends the email or publishes the template.
Having someone accountable for locating errors and typos, or even mistakes in the code, text, or design reduces the likelihood of errors when submitting.
Once the email has been optimized and sent, the data analysis specialist can go back to step 1 and examine the performance of the campaign to consider possible improvements and adjustments for future sends.
A team at the service of a solid email strategy
The strategy manager, designer, copywriter, developer, and data scientist all play important roles in reaching the different types of customers that the brand is targeting.
The email tool is becoming increasingly complex and sophisticated. An email marketing team that brings together the various skills mentioned will be able to create powerful and effective campaigns and thus successfully get out of the crowded inboxes…
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