Hiring an Email Marketer: Weighing the Pros, Cons, and Platform Expertise

May 10, 2024
Tinuade
academy

Let’s talk email marketing. It’s a powerful tool, but managing it effectively can be demanding. So, the question arises: should you hire a professional email marketing specialist to take charge?

Here’s a practical breakdown of the advantages and disadvantages to help you decide:

Pros: Reap the Benefits of Email Marketing Expertise

Expert Knowledge: Email marketing specialists are well-versed in subscriber engagement. They’ll craft compelling campaigns that resonate with your audience, driving clicks and conversions.

Strategic Time Management: Free yourself from the burden of email management! An email marketer will handle campaign planning, scheduling, and A/B testing, freeing up your time to focus on core business activities.

Data-Driven Optimization: They’re data gurus who can translate email analytics into actionable insights. They’ll identify what’s working (and what’s not) to continually optimize your CRM (Customer Relationship Management) and ESP (Email Service Provider) integrations, as well as A/B test different subject lines, email content, and send times to maximize campaign impact.

Boosting Deliverability Rates and Avoiding Technical Hurdles: Landing emails in inboxes, not spam folders, is an essential skill. Email marketing experts understand the intricacies of email deliverability, including SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) authentication protocols to ensure your messages get seen. They’ll also be familiar with API (Application Programming Interface) integrations between your ESP and other marketing platforms, streamlining campaign workflows and data analysis.

Example: Imagine you’re an e-commerce store owner struggling with email marketing tasks. Hiring a pro frees you up to focus on product sourcing and marketing strategy. They’ll create targeted email sequences for abandoned carts, welcome new customers, and win back lapsed ones, ultimately driving more sales. They’ll also ensure smooth integration with your CRM system, capturing valuable customer data to personalize your email marketing efforts further.

Cons: Understanding When to Manage In-House

Cost Considerations: Hiring an email marketer comes with a price tag. Weigh the cost against the potential return on investment (ROI) to see if it aligns with your current business budget. Email marketing is just one piece of the marketing puzzle, and you likely have other strategies vying for budget allocation.

Maintaining Brand Voice: Your brand voice is your unique identity. Ensure the email marketer you hire understands your brand personality and can translate it into engaging email copy.

Internal Collaboration: Hiring an outsider shouldn’t create internal divisions. Ensure clear communication and collaboration between the email marketer and your internal teams (sales, customer service) for a seamless customer experience.

Example: You’re a startup with a limited budget. Hiring a full-time email marketer might not be feasible. Consider outsourcing to a freelancer or agency specializing in email marketing for startups. This allows you to access expertise without a significant financial investment.

Finding the Right Fit: Balancing Budget, Expertise, and Platform Knowledge

The affordability of freelance marketplaces like Fiverr or Upwork for email marketing tasks tempts many businesses. While this can be a solution in some cases, it’s important to remember that email marketing success hinges on expertise beyond basic campaign creation.

Considering the Budget Landscape:

Your current email marketing budget is: How much can you realistically dedicate to this role (monthly, annually)?
The scope of your email marketing needs: Do you need a full-time email marketing manager or can a part-time contractor or freelancer handle your current needs?
The level of expertise required: basic campaign creation can be done by someone with less experience, while complex automation and data analysis might necessitate a more seasoned professional, potentially impacting cost.

Matching Skills with Your Email Service Provider (ESP):

In addition to budget and general expertise, consider the specific platform you use for email marketing (e.g., Mailchimp, Constant Contact, and Klaviyo). Look for an email marketer who has demonstrable experience and knowledge of your chosen ESP. This ensures they can leverage the platform’s functionalities to their full potential and avoid technical hiccups during campaign execution.

Example: Let’s say one of your clients recently intended to hire an email marketer. They specifically required someone with expertise in using YourNotify, a sophisticated ESP with unique features. By factoring platform knowledge into the hiring process, they ensured they found a candidate who could hit the ground running and deliver optimal results.

Exploring Options to Fit Your Needs:

Here are some options to consider when finding an email marketer that aligns with your budget and platform needs: