The email industry is constantly changing, but what impact will this ever-changing industry have on how email teams look in 2020 and beyond? What skills will be in high demand in the future and how can managers set up their messaging teams for future success? We asked leading industry experts how they see messaging teams evolving in the coming years. Here are their predictions. 1. The demand for emails and the talent to support them will increase The creative and managerial skills that made email a vital marketing and revenue channel at the turn of the 20th century aren't the only ones that will place email at the heart of the next decade's marketing mix. The one or two person team that could successfully create a weekly newsletter or a daily promotion is no longer enough to handle the growing variety and technology, data and reporting requirements of a successful 21st email program. century.
In Litmus' 2019 State of Email Workflows report , we found that smaller teams (1-3 full-time employees) were working with 1-5 emails at a time, while teams of 11 or more have 21-25 emails in different production states. . The email channel continues to drive results, so brands are looking to send more and better emails, and they're willing to spend more. In 2019, 33% of brands Image Masking Service planned to increase their budget for messaging team staff . “E-mail is taken more seriously than in recent years. The C-suite begins to understand that investing in profitable email programs makes them even more profitable, rather than just the returns they get from the channel . Organizations are realizing that the people they hire to drive the marketing automation tool (specialists or email marketers) aren't the same people they need to really leverage the technology to increase return on investment.
A senior level person is needed, either a full-time employee or a consultant, who continuously develops and oversees the email optimization strategy. Jeanne Jennings, Founder and Principal Strategist, Email Optimization Shop Over the next decade, email marketers will need to make room on the bench for more players . In addition to creative geniuses, teams will need technical marketers who understand the weirdness of messaging channels and stay on top of new technology trends. Equally important will be strategists with the vision to look beyond day-to-day business needs to broader uses of email across the organization. 2. When email is part of a truly integrated program, email marketers should embrace other channels as well