Even though it's typically part of an overall marketing strategy, email marketing requires skills and thought processes that are a little different from the norm. So if you're thinking of hiring an email marketer, you should read these tips provided by Michael Pridemore.
Here are some excerpts from the article:
First of all you need to decide on reporting structures: should the email function report to product marketing, advertising, corporate communications... ?
Then you can focus on the level of expertise you need. According to Michael Pridemore, the minimum requirements for candidates are:
- Internet/PC literate
- Excellent organizational skills
- Attention to detail
- Ability to handle deadline pressure
- Ability to manage multiple projects at once
but you should also look for the following skills:
- Ability to write and/or recognize good copy
- Familiarity with HTML and online design
- Knowledge of databases and data mining
- Direct marketing experience
- Good grasp of email and viral marketing concepts
- Knowledge of email industry best practices
- Understanding of spamming issues in your country
Where will you find these candidates? Michael suggests to first of all look for internal candidates from your existing direct marketing or web teams. When searching for external candidates use mainly online channels (eg. monster.com), look for candidates in your network or contact local colleges that offer courses on new media, internet marketing etc.
Read the full article and find out how to structure the email marketing function and what to be aware of.