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MediaPost – Be The Go-To Expert On Your Email Marketing Team


MediaPost – Be The Go-To Expert On Your Email Marketing Team


Be The Go-To Expert On Your Email Marketing Team

By: MediaPost

In the ever-evolving world of email marketing “best practices,” mastering some niche know-how can significantly boost the value of your contribution to your email marketing team. Whether you’re the jack-of-all-trades in a barebones operation or a member of a large in-house or agency team, becoming familiar with the following will position you as an expert — and, more important, enable to you make meaningful contributions to your program.

Be the email coding expert.  With subscribers reading email on multiple devices sent through multiple email services providers and opened in multiple Internet browsers, smart coding work is more central than ever to the success of email marketing programs.

Top coders keep themselves informed about the unique — and inconstant — challenges presented by each ISP. For example, over just the past several months, Yahoo has made filtering changes, Hotmail has replaced registration, copyright and trademark characters with images, and Outlook has continued to present all kinds of fun new challenges. Make yourself essential to the coding operation by taking time to learn the ins and outs of each ISP and what the differences means for coding. Test emails on each platform from multiple devices. You might discover new ISP demands just through testing, though proactively scouring for posts and articles in the always-helpful blogosphere can help you benefit from others’ expertise.

A few great places to check regularly are Campaign Monitor and Email on Acid.

Many brands are also eager to implement responsive design in their email, and coders play a key role in making this happen. Knowing not just the how-tos of responsive design, but also where and how it works best and when to use it, is a mark of an email coding expert. Campaign Monitor has a great guide to getting started.

Be the email copy expert. For copywriters who write for cross-channel campaigns, becoming an expert means understanding the nuanced copy demands of multiple social channels. Not only can you add expertise by understanding the basics (Twitter word limits, best ways to comment on your brand’s Facebook links), but you can reach more subscribers more effectively by becoming immersed in the conversations happening throughout multiple channels and leveraging your own experience into nuanced tonal shifts for each channel. Understanding the real-person feel of Facebook status updates, the value of tweets that say something in a clear, straightforward way and the minimal copy used by most Pinterest users, for instance, can help you set your brand apart as one who “gets it.”

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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