Recently, L Brands – parent of Victoria’s Secret and home to the famous (and some would say infamous) Victoria’s Secret catalog – announced a strategic change “evolving how the business connects with customers through more focus on loyalty programs and brand-building engagement rather than traditional catalogues and offers.”
This week we interview Sara Ezrin Larsen, XO Group’s Vice President of Product Marketing and long time Only Influencers member, about XO Group’s email marketing program:
It’s not news that, in most industries, females are paid less than men. But surely, in email marketing, where there is a higher proportion of women than in many other industries, this isn’t the case, right?
Sadly, it is the case, according to Only Influencers’ 2016 Salary Guide. And this needs to be addressed.
Are you making what you should? Download the 2016 Only Influencers Email Marketing Salary Guide.
January 2016 marks the beginning of Only Influencers' 6th year! We are hoping to make it our best year yet, and I'm excited by many of the new initiatives we have planned. For this first post of 2016, I want to share with you my plans for the future and also ask for your help to make OI even more responsive to your needs as an Email Marketing Professional.
A compendium of articles about learning to be an Email Marketing Professional
One question I continually hear from prospects is “we’re looking to hire someone for an email role…but we’re not sure what to look for.”
I’ve had the great fortune of working with some wonderful email marketers. They have delivered incredible value for our brands and have grown into leaders of some excellent email marketing programs. I’ve also worked with a few folks who may have been better off in a different line of work. Luckily, the “n” on this group is much smaller than that first group!
How did you get started in Email Marketing?
My career has been a series of phases. Early in my career I was all about direct marketing and eLearning. The eLearning side really shaped a lot of my thinking around how people learn, connect and how content can play a role in that. I worked at Franklin Covey during the emergence of the Palm Pilot and online calendaring days, and the transition of ecommerce and online. Imagine taking thousands of hours of offline content and trying to port to self paced courseware.
Facebook. Instagram. LinkedIn. LinkedIn Pulse. Twitter. Vine. Your Company’s Blog. Your Personal Blog. Your Company’s Email Newsletter. The Email Newsletter for Your Personal Blog. The Article that You Write for that Industry Publication. The Post You Write for the Only Influencers Blog. And Random Other Opportunities that Arise.
Someone just asked me which companies I think are leading the way with multi-channel communications at present. Which I think is an interesting question and quite difficult to answer without being subjective. It also begs the question what constitutes good multi-channel communication?
Since the topic of marketing education just came up on another OI list, I couldn’t pass up the chance to spread the word about the Email Marketing Training, Education, Workshops and Seminars I offer at Synchronicity Marketing.
Email marketing programs – and the people who run them – are often among the single most profitable programs (and people) in an organization. The efforts they make to increase the stickiness of client relationships can add millions of dollars of marginal revenue to an organization.
Yet, when I find out that a new CMO or SVP of marketing has been added to a company, there is usually one glaring connection between nearly all of them…
They’re not email marketers.
Copyright
© Copyright 2015, Only Influencers, LLC
I’ve admired many people in this industry for many years, some with more public backgrounds and contributions than others. But you always wonder what drives these people to be so vocal, what is it that they want to leave an imprint on for our industry and what big things not necessarily tied to the industry that they aspire to do to improve our world.
It’s your first week as an email marketer.
Then you blink and a whole year has flown by. It happened to me, and it’s probably going to happen to you. After a year of email marketing, you certainly haven’t learned everything there is to know, but you do discover some pretty eye-opening lessons.
"Lately there’s been a lot of talk about the power struggles between the teams traditionally responsible for information technology and those responsible for marketing. Heidrick & Struggles sums up the collision of these two functions very well."