MediaPost – Be The Go-To Expert On Your Email Marketing Team
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.
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.”
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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