How to build an effective structure for an email marketing team
1. Determine your budget
Your budget is crucial in deciding between in-house hiring and outsourcing to agencies or freelancers. Hiring an individual for every role may be quite expensive, especially depending on your location. Even though these new hires can bring significant value to your organization, your budget constraints might force you to merge some roles or outsource certain tasks to agencies or freelancers.
2. Decide if certain roles can be combined
As mentioned earlier, sometimes some roles may be combined.
- Writer/designer. If your copywriter knows how to utilize standard templates in email automation tools, they may be able to put emails together without a designer.
- Strategist/manager. If your email marketing strategist has strong project management skills, these roles may also be combined.
- Analyst/developer. The roles of an analyst and a developer are both tech-heavy, so it’s not surprising that sometimes they’re performed by the same individual.
- Borrowing a techie. You can use developers and data analysts from other departments within your organization now and then.
If your company is small and does not have the resources for a team dedicated solely to email marketing, the email marketing manager could take on most of the roles themselves.
3. Determine your reporting structure
When trying to determine your reporting structure, there are two avenues you could take: a functional structure and a hybrid one.
A functional structure entails every member of the team reporting to the strategist. This arrangement applies whether your team is entirely in-house or includes a mix of in-house resources and external contractors like freelancers, agencies, or consultants.
Advantages of a functional structure include:
- Specialization and expertise. Functional structures allow employees to specialize in their respective areas, developing expertise and efficiency in their roles.
- Hierarchy and efficiency. The reporting structure is typically clear. This also contributes to the team being more efficient.
- Efficient resource allocation. Resources can be allocated efficiently within each functional area, maximizing productivity.
But there are also some disadvantages to this structure, including:
- Slow decision-making. Decision-making processes may be slow as decisions often need approval from multiple functional heads.
- Lack of flexibility. A functional structure might lack adaptability to changes in the external environment since it’s designed around a specific function.
- Communication barriers. Communication between different functional areas may be challenging, especially if there are conflicting priorities between departments.
In a hybrid structure, you have the flexibility to use resources from other departments, with the exception of the email strategist. For instance, you can source your copywriter and designer from a different marketing team.
However, the pros and cons of these two structures are often reversed. That is, the biggest con of employing a hybrid structure is conflicting priorities for shared resources. For example, a developer may have to juggle tasks from both the marketing manager and their line manager. Pros include speed and flexibility — the features a functional structure often lacks.
4. Identify gaps and explore outsourcing options
To identify skills gaps, note necessary skills for each role and compare them with your team’s abilities.
Should any team member lack specific skills, consider enrolling them in courses and certification programs — there are many resources available on how to become an email marketer.