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E-Mail marketing niche offers career opportunities

Posted by Cindy Atoji Keene  March 23, 2009 12:06 PM

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A few years ago, it might have seemed almost impossible that the humble email would become the killer application that would revolutionize direct marketing. But email marketing has exploded from a handful of tiny lists to an industry that Jupiter research predicts will top $2 billion in 2012. And email marketing has created its own little stimulus package of job opportunities.

Constant Contact, a Waltham-based provider of email marketing and survey tools, has grown from serving just 10 customers to 250,000 in eight years. Eric Groves, who heads up the global marketing team, is just as likely to face off at the lunchtime basketball hoops with a customer specialist or senior financial analyst as with a software engineer or information technology administrator. All are digital media support positions revolving around the delivery of targeted email messages, a form of one-on-one marketing used by numerous small businesses and organizations.

Email marketing has its own lingo, from “opt-out rates” (unsubscribe from the e-mail list) to “spoofing” (falsifying e-mail sources). Groves, who has a background in search-engine optimization, admits that it can take time to grasp know-how behind turning clicks into customers. But even for non-techies, a career in email marketing offers lots of possibilities, even as email 2.0 evolves.

Q: How do companies use email marketing to reach out to their clients?
A: There are many ways to use email marketing. Spas send out special promotional coupons; dioceses stay connected with parishes; a fly-fishing company sends out tackle tips; a theater announces pre-sale event tickets. The beauty of email marketing is that, unlike traditional direct mail or advertising, you can track who opens and reads your newsletters, invitations, surveys, or promotions.

Q: How can an email newbie get started with email marketing, either to build their career or help a small business grow?
Our company, Constant Contact, has a learning center full of on-line tools, whether it’s a live Webinar, product tutorial, or user community. Other resources include taking new media courses at your local community college, or talking to SCORE, the small business association. Your chamber of commerce can also provide connections and ideas.

Q: Could a small email marketing campaign help someone job hunt?
Sure, why not? You can stay in touch with people who know you, and send out “pings” to your networking list, even “tales from the job search.” Start short and sweet and build up your contacts.

Q: Small businesses, including organizations and non-profits, use email because of its low-cost and outreach potential. This has created new job opportunities. Who are the various individuals in companies who could be responsible for email marketing?
People can look for jobs as marketing managers or consultants; public relations; outreach coordinator; email newsletter writers and editors; client development; communications managers, and more.

Q: So, what is spam?
Spam is more than meat in a can. It’s any kind of email that you’re not interested in receiving.

Q: You’re involved with all this technology. Are you a computer geek?
I have multiple computers at home, an iPhone, and other gadgets, so if that makes me a geek, yes, I guess I am. But I’m not quite on Twitter yet, so I guess I’m not a complete twit.

This blog is not written or edited by or the Boston Globe.
The author is solely responsible for the content.

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5 comments so far...
  1. The explosion in email marketing offers a new opportunity for marketing communications professionals. For small businesses that don't have the expertise or time to implement email marketing, marketing communications professionals can do it for them.

    Posted by Linda Lecomte ( March 25, 09 12:55 PM
  1. I am sorry, was this article dug out of the 1999 Globe archives? Email results are in the toilet, the only thing that has changed is there are low cost options available to small businesses. And they started appearing 3-4 years ago.

    Posted by sluggosan March 25, 09 03:08 PM
  1. Spam.

    Posted by Harrybosch March 25, 09 06:09 PM
  1. I completely agree. Email marketing is fast, cost-effective and easy to implement, and with so many service providers doing the bulk of the "heavy lifting" in terms of deliverability and compliance, looking at a career options in this niche makes a lot of sense.

    Posted by Chinie Diaz ( March 25, 09 06:25 PM
  1. The current global economic crisis has resulted in many companies looking for a more cost effective method of marketing and has encouraged growth within email marketing. Direct marketing professionals already posses the key skills for email marketing and will naturally adapt to the use of this digital media.

    Posted by Rob ( March 31, 09 10:25 AM

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