What profiles should a good email marketing team have?

Surrounding yourself with a good team of professionals is always essential to carry out any strategy that is proposed within a company.

In the field of email marketing, it is sometimes difficult to have more than one or two profiles to manage it and it is difficult to achieve the objectives set due to lack of resources and staff time. However, there is an Email Marketing dreamteam and it is the one we will see below. These are the profiles that should be included and the functions that each one would perform:

Email Developer

The Email Developer must have a deep understanding of HTML development for email. This implies being aware of the specific limitations of email versus web design and applying the necessary creativity to circumvent them. We could say without a doubt that an email developer hacks rather than typesetting.

It is also key that you are aware of the differences in support for the different devices and applications with which we open email so that you can develop a consistent email across all inboxes, providing an optimal user experience.

The ideal person to fulfil this task is not only a person with the required HTML/CSS technical skills, but a creative person who is used to thinking "out of the box". Being a perfectionist is also essential to achieve the highest quality standards, overcoming the difficulties that inconsistency of support can cause.

At Digital Response we have:

Account Manager

This profile must be able to organise, execute and send email marketing campaigns on any sending platform: Oracle, Salesforce, Adobe Campaign, Cheetah Digital, Selligent... This implies knowing how to create automated campaigns, as well as managing databases and segmentations.

It is also key that you have the ability to analyse and report on the results obtained. So that improvements can be implemented and results can be improved.

In our case, this is a position that requires a strong customer focus, attention to detail and organisational skills.

At Digital Response we have:

CRM Specialist

A CRM Specialist is in charge of creating different customer profiles through different strategies. To do this, he or she must understand their needs and strengthen the relationship with them through products that are adapted and perfected for each profile and individual. He or she is responsible for providing the best customer service and retention. 

It is also essential that he or she knows how to manage databases perfectly, safeguard the validity of the data obtained and be at ease when it comes to segmentation. In this way, more targeted marketing actions can be carried out.

The qualities that this type of profile should have are:

• Analytical thinking
• Strategic and business thinking
• Troubleshooting
• Empathy to understand the mindset and behaviour of customers including their growth potential.

At Digital Response we have:

Marketing Automation Specialist

The Marketing Automation Specialist must have a multidisciplinary profile where skills related to marketing and technology are mixed. This is a person specialised in email marketing and automation. This implies having knowledge and experience managing the different automation platforms on the market: Oracle Eloqua, Salesforce, HubSpot, Marketo.

It is a highly creative profile, but at the same time analytical. Among his main responsibilities are the management and execution of email marketing actions, workflow creation, lead generation, lead nurturing, lead scoring, configuration of abandoned cart programmes, cross selling or up selling.

At Digital Response we have:

Data Analyst

The Data Analyst profile is in charge of collecting information and contextualising it, understanding the data environment (the type of business, market and the company it comes from) and setting the objective of the analysis, i.e. what is to be investigated.

To do this, you will need to process, structure and aggregate data. You will clean the information, analyse what information is available and select the information that is really important.

Another of its main functions is to convert the data processed into concise, clear and easy-to-understand reports. At the same time, it interprets the results and finds trends or patterns in them in order to provide ideas or suggestions for improving certain processes of the strategy.

The qualities that this type of profile should have are:

• Curiosity: Being interested in what is behind the data.
• Communication skills: Synthesising information and knowing how to present it clearly.
• Mathematical and statistical knowledge. 
• Resolving capacity: both to resolve the objective of the report and to solve the problems that arise during its preparation.
• Organisation: Fundamental for the correct selection and processing of data.
• Rigour in data processing.
• Analytical and critical thinking with regard to context, business and problems.

At Digital Response we have: