As an email marketing manager, there are three different thoughts I wake up with in the morning (actually, the appropriate term should be “anxiety-ridden, stress-induced worries”) — but you get the point:
- Did my email go out correctly, at the right time?
- How successful was the email’s call-to-action?
- Are there any issues with the email? And if so, what happened?
Okay, those are technically 4 thoughts, but they all carry equal weight in my mind.
Since emails provide a direct line of communication with our customers and prospects, they can be highly effective when things work as planned. However, if they don’t work out as planned, it’s a highly visible uh-oh that’s on display for the entire world to see. Needless to say, the above concerns are expected, but it’s also expected that an email marketer is fiercely meticulous and detail-oriented.
While this role may seem like a stressful job that most people would shy away from, it also offers a unique opportunity to be both creative and analytical at the same time, which can appeal to almost anyone.
A Typical Day
How, you ask? Allow me to walk you through my day and explain:
[7:30 – 8:00am]
I get into the office and check Marketo. Contrary to how mostly everyone else’s day goes where they check their inbox first, as an email marketer, I check Marketo to verify the first thought in my head.
“Okay, so let’s check and make sure things didn’t go horribly awry. It didn’t? Awesome.”
99% of the time, this is the same repetitive reaction to any email I’ve set-up to go out. Since email marketing is very much driven by process, once you have a process down, it becomes clockwork, and my first worry of the day subsides.
After I verify that my email indeed made it out of Marketo successfully, I check to see how the call-to-action for that particular email performed. If it’s a content download or a registration for a webinar, I want to see how many people are clicking through the CTA to fill out the form:
“How come we don’t have that many downloads right now? Let me check to see what’s going on.”
Since I thought we had a really compelling piece of content that I thought our carefully segmented audience would be interested in, I’m curious why it’s not performing as well as intended.
The first thing I would check is the email itself to make sure the links are working properly. Clearly, this should have been verified during the review and approval process before the email even was sent out, but sometimes there could be errors with the URL, the website could be down, some coding could have broken on the landing page or the form, and you wouldn’t know this until you checked.
“I checked this link 10x last night — there’s no way it’s not working today. Should I have checked it an 11th time?!”
Sure enough, the link is still working and the form is still submitting properly. It must be something else going on.
The next thing I check are the metrics, more specifically, the click-through (CTR) and unsubscribe rate. If it’s a high CTR and high amounts of unsubscribes, that tells me that maybe the content wasn’t as relevant to our audience as expected. We might want to consider changing out that piece of content or finding a different audience if we still want to promote that asset.
But if it’s a high CTR with a low unsubscribe rate, maybe there’s something on the landing page that doesn’t quite resonate, and they don’t want to proceed to fill out the form. Many times this just has to do with the fact that our content is gated, and filling out a form can seem like an extra chore.
“Maybe we should ungate this asset –”
This type of investigation and research can take up a good chunk of my day without me even realizing it. Before I know it, it’s lunchtime, and I’m thinking about enjoying a hearty meal to reinvigorate my brain for the second part of my day. But before I do that, I check my inbox, and I see two separate emails. This first one 1) an email request that needs to go out ASAP and the second one 2) a little note that something isn’t working properly between Marketo and SFDC.
“Welp, looks like I’m eating at my desk again today.”
As mentioned before, once you do these enough times, an email request isn’t so daunting, even when the timeline is ASAP. I check the request to make sure all of the required assets are supplied, and then I get to work.
The amount of freedom you have as an email marketer to be creative with any email request can be vast or limited, depending on how your templates are built. While I still have to follow a certain process, my creativity can be leveraged when thinking about how to set-up a drip campaign or nurture, or even how to pull the correct smart list.
I knock off the request I know I can complete the quickest, and send off for review and approval as quickly as I can.
“For the Smart List, is it an ‘AND’ statement or an ‘OR’ statement? Or is it both?”
When you work with highly complex systems like Marketo and SFDC and utilize them the way we do here at SparkPost, there are bound to be issues. However, if you’re like me, you can view these problems as not only challenging, but also fun to work through and figure out.
Without getting too much into the nitty gritty, often times trying to solve what’s going haywire starts with analyzing the activity log in Marketo for some records that might be affected, going through some global lead scoring campaigns to make sure leads are passing through properly, or even something as simple as making sure the correct form is on the right landing page. This part of my day involves coming up with many different hypotheses, and then trying to find out if they’re true or not.
“Is the sync just slow, and do I need to be more patient? Probably.”
[4:00 – 4:30pm]
As I approach the end of my day, it’s time to make sure I answered my initial morning thoughts:
- Did my email go out correctly? Yes.
- How successful was the email call-to-action? Not as successful as originally thought, but going to make some changes so hopefully it does better for the next send.
- Are there any issues with the email? And if so, what happened?
Wait — I didn’t even address the third question throughout my day. Maybe it’s because there weren’t any issues brought up, and that’s a good thing. No issues about spam or broken links or unsubscribes in emails is always a good thing. It means I did 90% of my job correctly.
Days like this one can be what a typical day looks like for an email marketer. This day would be considered a win to an email marketer like myself, and with a new email in review waiting to go out the next day, here’s hoping it’s another day just like this.
— Jenna Quilalang
Email Marketing Manager