This post is a tongue-in-cheek response to a post by Joy Ugi over at Only Influencers about her first 12 months as an email marketer.
It’s your fifth year as an email marketer.
Then you blink and a whole decade has flown by. It happened to me, and I bet it already happened to you. After five years of email marketing, you haven’t learned everything there is to know, but you damn well feel like you know everything.
But then you still get those rude awakenings when you feel a disturbance in the email marketing Force.
Learn. Do Something With What You Learn.
It’s easy to read what other email marketers are doing. I do it every day. I have a weekly blog roundup listing those same articles and posts I read. We go to conferences and attend webinars where we learn to be a better email marketer.
But all of that is for naught if we don’t do something with that knowledge. This is the biggest thing I’ve learned over the last five years in marketing, specifically as an email marketer.
It’s easy to see the new Engagement Studio from Pardot, get some best practices, some example drip campaigns, and go to your team saying, “Look at this great new addition to Pardot!” But what separates you as a “veteran” of email marketing is your ability to do something with that knowledge, something to make your marketing efforts and campaigns better.
Be Humble. Educate.
It seems as though the egos of those in Marketing are only second in size to the egos of those in Sales. It’s easy for us in email marketing to feel that we “know better” than most, because outside of marketing, most people still think of email marketing as spam. It’s easy for us to look down upon those who “don’t know better.”
Why educate someone who wants to buy a list and blast out the latest sales promotion?
You- the email marketer – educate them because it makes the entire organization better. You are only as strong as your weakest point, and if the stakeholders in your organization continue to believe email marketing stands alone and is meant for blast emails, well, you’re not doing your job. Period.
So you need to be humble and educate those around you. Teach them the same values you hold dear about clean email design, responsive and mobile-first principles, connecting email with marketing automation and your CRM. All of these take you, your colleagues, and your organization to the next level.
Many organizations, mine included, don’t have the luxury of having one staff or employee focusing solely on email marketing, let alone having multiple staff focusing on email marketing. Here where I live and work in Cedar Rapids, I know a few email marketers from GoDaddy. They’ve presented to local marketers a few times about email marketing best practices. Now, they have the luxury many of us don’t: dedicated designers and dedicated writers. Awesome!
Most of us don’t have that.
And so we need to do more. Show value and bring value in other ways. For you, is that marketing automation? Analytics? Digital Campaigns? Social? Take the strengths you’ve developed working in email marketing and transfer them to another interest, find ways to bring value to your organization with your strengths.
It’s A Journey.
When I took my current job almost five years ago, I would be hard pressed to imagine where I am now. I code in my sleep. I know Pardot menus in my dreams. I know what Custom Fields are linked from Salesforce, and what Custom Objects we can only report on in Salesforce.
It’s been an incredible journey. And it’s not over, yet. Just keep swimming.