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Email Careers: How did we get here (and where do we go)_ .pdf

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Email Careers: How did we get here (and where do we go)_ .pdf

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We all know that we didn't choose email - email chose us. But - why? These slides go into some research about how email marketers landed on their career path, and where they can go.

We all know that we didn't choose email - email chose us. But - why? These slides go into some research about how email marketers landed on their career path, and where they can go.

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Email Careers: How did we get here (and where do we go)_ .pdf

  1. 1. Email careers: How did we get here? And where do we go? Kristin Bond | @emailsnarketing | #litmuslive2021
  2. 2. Image used with permission from Emailloot.com Kristin Bond | @emailsnarketing | #litmuslive2021
  3. 3. But, why? Kristin Bond | @emailsnarketing | #litmuslive2021
  4. 4. The research Surveyed 255 Emailgeeks in August 2021 to learn how we all got here. Is it formal, statistically significant, or representative of the entire email community? Probably not. But it’s interesting. Kristin Bond | @emailsnarketing | #litmuslive2021
  5. 5. 14.5% of email marketers surveyed, exactly 37 people, were, are, or will be 37 years old at some point in 2021 Kristin Bond | @emailsnarketing | #litmuslive2021
  6. 6. Why did I even think about this? Kristin Bond | @emailsnarketing | #litmuslive2021
  7. 7. Well... Kristin Bond | @emailsnarketing | #litmuslive2021
  8. 8. What’s so special about people this age?* *Give or take a few years. I know you probably experienced most of this too, even if you’re not 37. 1983-84 Early 90s Late 90s 2003 2004 2007-08 2010s Now Kristin Bond | @emailsnarketing | #litmuslive2021
  9. 9. I’ll mention here that I turned 37 this year. Kristin Bond | @emailsnarketing | #litmuslive2021 Kristin Bond | @emailsnarketing | #litmuslive2021
  10. 10. Hi, I’m Kristin. August 23, 1984 Died of dysentary. KRIST1N@a ol.com was first email, AOL (kids) chatrooms Lived on AIM; started learning HTML on LiveJournal Ball State, Journalism and Tech Theatre Signed up for FB the day it was available on campus Writer at an insurance company in the same building as ExactTarget. Moved to NYC and got writing jobs, but they turned into email because I knew ET. Talk about email on stage and online. Like right now. 1983-84 Early 90s Late 90s 2003 2004 2007-08 2010s Now Kristin Bond | @emailsnarketing | #litmuslive2021
  11. 11. 30% of email marketers surveyed identify as “Theatre people” Kristin Bond | @emailsnarketing | #litmuslive2021
  12. 12. Sound familiar? ● Creative and technical sides of brain ● LOTs of opinions on our work ● Mistakes are very public ● Our parents don’t really understand our jobs, but think they do ● Problem solving with minimal resources ● Geeks. So geeky! Kristin Bond | @emailsnarketing | #litmuslive2021
  13. 13. What was your major in school? Also one or two of each: Biology, Chemistry, Culinary Arts, Law, Outdoor Leadership, Equine Studies, Youth Ministry, Gender, Classics, Library Sciences, Aviation Business Administration, Math, Interior design, Philosophy Kristin Bond | @emailsnarketing | #litmuslive2021
  14. 14. ...and we all found our way to email, against (some) odds. Kristin Bond | @emailsnarketing | #litmuslive2021
  15. 15. What are some other jobs you had before email? Kristin Bond | @emailsnarketing | #litmuslive2021 Sandwich artist Lifeguard Dog groomer Cashier Library Assistant Umpire Dental hygienist Bartender Seamstress Eel Processor
  16. 16. How did email choose you? I started in direct mail and thought it was so silly for my generation, natural pivot was to email. - Ivana Company that I worked for needed an email marketer since the one they had left. I knew HTML so I said I could give it a shot. - Masiel Wanted to be a web designer but ended up taking an email design job instead. - Maggie I took a job at a small company and it was basically here you need to learn how to do the email newsletter. - Carrie It was my second job! I thought email was so prestigious and technical in 1996. - Karin Got an internship in client services for Pardot through my brother-in-law and ended up liking the email marketing more than the client services! - Whitney Kristin Bond | @emailsnarketing | #litmuslive2021
  17. 17. How did email choose you? A hobby interest in HTML/coding, and a friend who knew of an open email/web role at his company. I had just graduated and had ZERO idea what to do with a communications degree. Got hired on and it just snowballed into email marketing for the next 11 years. - Jimmy Someone asked me to come run email, and I thought "how hard could it be?" - Chester Applied for a returns/customer care job at a start-up & the owner said, "Hey, you're a writer, can you learn email?" - Maggie Sent employer's first email campaigns in 2002 because I was responsible for all digital and print marketing and communications. - Jen Hated my job and rage quit. Started marketing consulting and specialised in email because I come from a technical background. - Jon Needed someone to code an email... I raised my hand. - Brian Kristin Bond | @emailsnarketing | #litmuslive2021
  18. 18. What else do you do outside of email? Kristin Bond | @emailsnarketing | #litmuslive2021
  19. 19. I am...a Senior CRM Manager. Kristin Bond | @emailsnarketing | #litmuslive2021
  20. 20. I am...a Senior CRM Manager But I’m also... Wife & Mom Co-founder Seamstress Millennial Speaker Introvert Kristin Bond | @emailsnarketing | #litmuslive2021
  21. 21. You are so much more than your job title. Kristin Bond | @emailsnarketing | #litmuslive2021
  22. 22. And all those other things? That’s why email chose you. Kristin Bond | @emailsnarketing | #litmuslive2021
  23. 23. I am...a Senior CRM Manager But I’m also... Loving & Tired Feminist advocate Problem solver Ambitious & Confident Writer & Leader Calm & Thoughtful Wife & Mom Co-founder Seamstress Millennial Speaker Introvert Kristin Bond | @emailsnarketing | #litmuslive2021
  24. 24. I am...a But I’m also... Your turn! Think about different parts of your identity, and what positive traits come along with them. Together - that probably has something to do with why email chose you! Job Title Kristin Bond | @emailsnarketing | #litmuslive2021
  25. 25. Where do we go? Kristin Bond | @emailsnarketing | #litmuslive2021
  26. 26. Up, right? We go up? Not always. Kristin Bond | @emailsnarketing | #litmuslive2021
  27. 27. It’s not a career ladder anymore. It’s a jungle gym. Kristin Bond | @emailsnarketing | #litmuslive2021
  28. 28. And there’s a bit of a ceiling at manager level for women in email. About 22% of women hold director or higher positions versus 28% of men. Source: Litmus State of Women in Email Report, 2020. Kristin Bond | @emailsnarketing | #litmuslive2021
  29. 29. Being good at what you do doesn’t necessarily mean you should manage people. It’s okay if that’s not your goal. Kristin Bond | @emailsnarketing | #litmuslive2021
  30. 30. So, really… where can we go? Kristin Bond | @emailsnarketing | #litmuslive2021
  31. 31. Go to another company doing the same job. It won’t be exactly the same. You’ll learn things. Kristin Bond | @emailsnarketing | #litmuslive2021
  32. 32. Do other stuff besides email. Try other marketing channels, project management, or something else entirely. Kristin Bond | @emailsnarketing | #litmuslive2021
  33. 33. Ask for more money. You deserve it. Kristin Bond | @emailsnarketing | #litmuslive2021
  34. 34. Ask for more responsibility. Ask to manage a person, project, or channel Kristin Bond | @emailsnarketing | #litmuslive2021
  35. 35. Strike out on your own. You call the shots. Kristin Bond | @emailsnarketing | #litmuslive2021
  36. 36. Remember, titles aren’t everything. (And they’re not consistent across companies anyway) Kristin Bond | @emailsnarketing | #litmuslive2021
  37. 37. And… uh, how do we go there? Kristin Bond | @emailsnarketing | #litmuslive2021
  38. 38. SOFT SKILLS WILL MAKE YOUR WORK LIFE BETTER. Kristin Bond | @emailsnarketing | #litmuslive2021
  39. 39. Customize your messaging for your audience, just like you do in your emails. So, what do you do? Kristin Bond | @emailsnarketing | #litmuslive2021 Example
  40. 40. Customize your messaging for your audience Small talk at a party with people you don’t know: “I do digital marketing.” Kristin Bond | @emailsnarketing | #litmuslive2021
  41. 41. Customize your messaging for your audience Your friend’s mom who hasn’t worked in decades: “You know the emails you get from stores with sales? I work on those.” Kristin Bond | @emailsnarketing | #litmuslive2021
  42. 42. Customize your messaging for your audience Your Greek landlord who barely speaks English and doesn’t have a computer or cell phone: “See these? [holds up random junk mail flyer] I do these on the computer…” Kristin Bond | @emailsnarketing | #litmuslive2021
  43. 43. Customize your messaging for your audience Someone you just met at Litmus Live: “I do CRM for a startup, and we’re using this ESP, and I’m working on our strategy for iOS15…” Kristin Bond | @emailsnarketing | #litmuslive2021
  44. 44. Applying this idea to your work emails 1. Quick summary of what you’re emailing about 2. Then a little more detail + timing 3. Any action items or next steps - in bullets, with peoples’ names highlighted so they know what you need from them, speaking in their “language” Kristin Bond | @emailsnarketing | #litmuslive2021
  45. 45. If you’re talking to... Lay out the... Legal Risks associated Your Boss/Leadership Business impact and solutions IT/Engineers Requirements Project Manager Scope, timeline, resources needed Designer/Copywriter Specs/Email Quirks Speak their language so you can all do your jobs better. Kristin Bond | @emailsnarketing | #litmuslive2021
  46. 46. How this might play out Hi team, Looks like there was a typo in our email that went out, and it said the discount is 50% instead of 15%. We’re making a lot of sales, but it’s starting to go viral and we need to address it in the next few hours. Next steps: 1. Customer Care/Social team - please keep us in the loop on what you’re hearing. 2. Boss - we need a decision on if we can honor this discount, and if not, need to draft a correction email and get it approved. 3. Legal - Is there any risk involved if we don’t honor the discount listed in the email? I’ll create a better review process so we catch things like this in the future, and set up a meeting to discuss. Kristin Bond | @emailsnarketing Quick summary A little more detail Next steps, and clear action items for everyone copied on the email (you’d list their names) Bonus! Your own next steps. Kristin Bond | @emailsnarketing | #litmuslive2021
  47. 47. Other ways to be a better coworker in general Kristin Bond | @emailsnarketing | #litmuslive2021
  48. 48. Be kind. ● Make sure others’ voices are heard ● Acknowledge their efforts ● Thank them Kristin Bond | @emailsnarketing | #litmuslive2021
  49. 49. Be engaged. ● Ask questions rather than immediately shooting down others’ ideas ● Listen ● Respond to emails and slack/teams messages Kristin Bond | @emailsnarketing | #litmuslive2021
  50. 50. Be empathetic. ● Lead with empathy ● Presume positive intent ● Understand that we’ve all experienced some trauma in the last few years Kristin Bond | @emailsnarketing | #litmuslive2021
  51. 51. 26% Of survey respondents indicated they are ready for a change in their careers. Kristin Bond | @emailsnarketing | #litmuslive2021
  52. 52. Dust off that resume and Linkedin profile ➔ List quantifiable accomplishments, not job duties ➔ Engage on Linkedin to get noticed by recruiters ➔ When writing cover letters, think about those qualities we talked about earlier that might not be reflected on your resume Kristin Bond | @emailsnarketing | #litmuslive2021
  53. 53. Participate in email communities Kristin Bond | @emailsnarketing | #litmuslive2021
  54. 54. Put yourself out there ➔ Start a blog ➔ Speak on panels/at events ➔ Twitter chats ➔ Podcasts - be a guest or start your own! Kristin Bond | @emailsnarketing | #litmuslive2021
  55. 55. Remember, you are so much more than your career. Kristin Bond | @emailsnarketing | #litmuslive2021
  56. 56. Email chose you, and it’s so lucky to have you. Kristin Bond | @emailsnarketing | #litmuslive2021

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