Where to start

Although it's typically part of an overall marketing strategy, email marketing requires skills and thought processes that are a little different from the norm. Even the lingo is different, with email marketers communicating with terms like data mining, viral marketing, rich media, spam and opt-in lists.

To get the most out of your email marketing, think about how it interrelates with other departments before deciding on reporting structures. For example, if your email campaigns are largely driven by product offers and promotions, then perhaps the email function should be housed in product marketing. If you use it primarily for branding and image building, you may want to consider it as part of advertising. If email is strictly a public relations tool, it may belong in corporate communications.

Once you've given your email marketing function a home, you can focus on finding the right person or people to staff it. The first step is to determine the level of expertise you need -- now and in the future. Try to anticipate how your long-term email strategy will evolve and start building the team you will need to support it.

What to look for

Generally, the role of an email marketing manager or coordinator is to create, execute and manage all aspects of outbound email campaigns and be the primary contact for others involved in the process. Although the job is bound to evolve over time, many of the same talents will apply to any configuration you end up with. Look for people with these minimum requirements:

• Internet/PC literate
• Excellent organizational skills
• Attention to detail
• Ability to handle deadline pressure
• Ability to manage multiple projects at once

Job candidates with experience in email marketing should have a strong working knowledge of most of these core functions:

• 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 the U.S. and abroad

People who have been project or marketing managers at high-tech companies make good candidates, as do direct mail managers from agencies or corporations. 

Where to look

Since email marketing is just going mainstream as a career option, you may have to get creative in order to find what you're looking for. Of course, it's always good business to consider internal candidates first, particularly if you have a direct marketing or website staff to draw from.

External searches can include typical recruiting vehicles like newspaper classified ads, but since most internet-savvy candidates use the internet to job-hunt, postings on the major search engines are musts. Here are a few of the biggies:

• Monster.com
• Headhunter.net
• Careerbuilder.com

Companies that probably know the kind of people you're looking for -- and are worth networking with -- include:

• Direct mail/direct marketing agencies
• Advertising agencies
• Online recruiters
• High-tech companies
• Catalog production houses

Look for people with titles like broadcast email coordinator, internet marketing manager and coordinator or manager of customer retention.

Finally, local colleges that offer courses on new media, internet marketing or other high-tech subjects are good sources for energetic entry-level candidates, as well as more experienced professionals with updated skills.

How to structure

Company size isn't all that important in structuring your email marketing function. What matters is the number of campaigns you send. If, for example, you're only doing a monthly or quarterly e-newsletter, you can outsource the HTML and look for a good writer who can also be used in other areas.

On the other hand, if you're generating multiple campaigns per day using sophisticated list selection, testing and tracking, you will likely need both a manager and a coordinator. An experienced manager can develop objectives and strategy, oversee execution and monitor results, while the coordinator handles day-to-day activities like list management, queries and production. 

What to beware of

Email marketing is new territory for many companies, but when it comes to setting up new functions and hiring people, there's no room for mistakes. Consider these tips to avoid the most common pitfalls:

• Be realistic. Don't expect the same person to manage the database, maintain the database and lists, write reports AND design graphics for dozens of daily campaigns.
• Know your priorities. If your focus is on fine-tuning the in-house opt-in list, hire an email coordinator with strong database marketing abilities.
• Don't scrimp on content. Email marketing should look and sound just like other company marketing messages. Look for a writer who can establish and cultivate a tone of voice for email campaigns.
• Look ahead. Some skills may diminish in importance over time while others become more and more critical; try to anticipate future needs and hire accordingly.

The email evolution

As email marketing makes its way "above the line" as an established part of every marketing strategy, best practices in staffing structures, job descriptions and performance measures will emerge.

Michael Pridemore is the co-founder and CEO of Accucast, Inc. in Atlanta, GA. Accucast opened its doors as Socketware, Inc. in 1997 and began offering email marketing solutions in 1998. As a pioneer and leader in the email marketing industry, the company provides a powerful mix of email marketing tools and services that facilitate the creation and delivery of email marketing campaigns. For more information visit www.accucast.com or email Michael at michael.pridemore@accucast.com.