Documented Workflows
/
Content & Email Strategist
/
Email Specialist Workflow

Email Specialist Workflow

Attend Weekly Content Meetings
Every Monday, there is a weekly meeting to sync up with the content team. During this meeting you will help plan the emails that will be sent out for the week and discuss improvements for ongoing email processes, such as drip campaigns. Setting dates for campaigns and ensuring all necessary information is available on time. Sometimes, they have to postpone campaigns due to missing information from work streams outside of MMM.
Review the structure of the MMM Meetings to better understand how and when to contribute:
📒
Meetings @ MMM
🕒
Weekly Team Syncs
Know your points of contact
Know who you will be interacting with on a day-to-day basis, what they are responsible for, and how to contact them in relation to specific project needs.
Some frequent points of contact are:
  • Marketing Director
  • MMM Ops
  • Design Team
  • Content Team
  • Brand and Marketing Strategist
💡
More information about the members of MMM and their roles can be found here:
💁
Who’s Who? (Roles @ MMM)
Check Email Health
Additionally, Mondays are the day to do a weekly health check on emails. Monitor email delivery and reception rates. Ensure they are being properly delivered and received by subscribers.
Produce Email Reports
Produce comprehensive campaign and seasonal reports to evaluate email performance and inform future strategies.
There are three primary reports:
  • Ad-hoc campaign reports: Provide real-time insight into a campaign’s open rates, click rates, unsubscribe rates, and most popular links in an email.
  • Post grant-round campaign reports: Produced after a grant round to give a general overview of the campaign as a whole (opens, clicks, unsubscribes, and most popular links in an email), typically in comparison with previous grant rounds.
  • Seasonal reporting: Provides a summary of all activity throughout the season. The primary focus is examining list growth and engagement rates.
Find Innovative Processes and Tooling
Regularly evaluate and optimize email marketing processes, tooling, and automation, identifying opportunities for increased efficiency and effectiveness.
  • Innovate and experiment with new email marketing strategies to engage subscribers and drive desired outcomes. This can be achieved by regularly monitoring email engagement, keeping up to date with email marketing trends, and aiming to optimize delivery and reception rates across various regions.
  • Monitor new features and tools offered by Hubspot (eg. send-time optimizers, triggers for automated series, etc.). Design ways to utilize them and bring your ideas to the Content Team for feedback. If it involves changing a template, use Litmus to ensure it is compatible across various devices.
Support the Content Team
Support the Content Team by providing feedback and support. All Content Team OKRs, including email campaigns can be accessed here:
Content Hub
  • Help in the process of deciding what content should be included in which types of emails, making sure the tone of voice is suitable for the target audience, setting up email campaigns and ensuring emails are sent to the correct audience and lists. Help them decide on a template and style. Determine what graphics are desired from the design team.
  • Assist the Content Team with A/B testing and provide relevant reports about email performance.
  • Enable the Content Team in distributing the content they want, in the way they want. This will entail acting as a liaison between the Content Team and the Design Team, as well as the email service provider.
Support Design Team
Once the Content Team has decided on a template and style, communicate their requests to the Design Team. This includes the type of graphic (eg. banner with text, banner without text, etc.) image content, and size. The email template will determine the size, which can be found stated in the template itself.
Coordinate with Email Service Provider
Manage agreements and renewals with the email service provider (e.g., HubSpot). Stay updated on email service provider costs, renewal dates, and tool features to ensure the best value and functionality for the organization.
When the renewal date is getting close, talk with the Content Team about whether they are satisfied with the service provider. Determine areas for improvement, what they would like to see, etc. Communicate this information to the email service provider and negotiate a new contract.
Maintain GDPR Compliance
Review relevant articles and resources for compliance updates. Here is a starter article regarding principles. Ensure GDPR and data directive compliance for email collection and sending and that emails contain the correct legal information.
Train New Contributors in Hubspot
Provide support and training for email-related tasks in other departments.
  • Session 1: Focus on email creation, sending, and best practices (e.g., always send a test email so someone you know for feedback before sending to an audience)
Manage User Roles
Manage user roles and access within Hubspot to ensure minimal access levels for contributors. Manage user roles and permissions within HubSpot, granting appropriate access levels to contributors based on their responsibilities.
Roles within HubSpot:
  • Email Marketer: For those actively sending emails
  • Writer (legacy role): Previously used for blog management, but no longer allocated to new users as the platform has changed
  • Admin: For developers building on top of HubSpot
  • Super Admin: The highest tier for super users of the system
Perform Email List Maintenance
Make sure your email list is up to date by removing contacts who have not engaged. This is on a yearly bases around March or April.
Documented Workflows
/
Content & Email Strategist
/
Email Specialist Workflow

Email Specialist Workflow

Attend Weekly Content Meetings
Every Monday, there is a weekly meeting to sync up with the content team. During this meeting you will help plan the emails that will be sent out for the week and discuss improvements for ongoing email processes, such as drip campaigns. Setting dates for campaigns and ensuring all necessary information is available on time. Sometimes, they have to postpone campaigns due to missing information from work streams outside of MMM.
Review the structure of the MMM Meetings to better understand how and when to contribute:
📒
Meetings @ MMM
🕒
Weekly Team Syncs
Know your points of contact
Know who you will be interacting with on a day-to-day basis, what they are responsible for, and how to contact them in relation to specific project needs.
Some frequent points of contact are:
  • Marketing Director
  • MMM Ops
  • Design Team
  • Content Team
  • Brand and Marketing Strategist
💡
More information about the members of MMM and their roles can be found here:
💁
Who’s Who? (Roles @ MMM)
Check Email Health
Additionally, Mondays are the day to do a weekly health check on emails. Monitor email delivery and reception rates. Ensure they are being properly delivered and received by subscribers.
Produce Email Reports
Produce comprehensive campaign and seasonal reports to evaluate email performance and inform future strategies.
There are three primary reports:
  • Ad-hoc campaign reports: Provide real-time insight into a campaign’s open rates, click rates, unsubscribe rates, and most popular links in an email.
  • Post grant-round campaign reports: Produced after a grant round to give a general overview of the campaign as a whole (opens, clicks, unsubscribes, and most popular links in an email), typically in comparison with previous grant rounds.
  • Seasonal reporting: Provides a summary of all activity throughout the season. The primary focus is examining list growth and engagement rates.
Find Innovative Processes and Tooling
Regularly evaluate and optimize email marketing processes, tooling, and automation, identifying opportunities for increased efficiency and effectiveness.
  • Innovate and experiment with new email marketing strategies to engage subscribers and drive desired outcomes. This can be achieved by regularly monitoring email engagement, keeping up to date with email marketing trends, and aiming to optimize delivery and reception rates across various regions.
  • Monitor new features and tools offered by Hubspot (eg. send-time optimizers, triggers for automated series, etc.). Design ways to utilize them and bring your ideas to the Content Team for feedback. If it involves changing a template, use Litmus to ensure it is compatible across various devices.
Support the Content Team
Support the Content Team by providing feedback and support. All Content Team OKRs, including email campaigns can be accessed here:
Content Hub
  • Help in the process of deciding what content should be included in which types of emails, making sure the tone of voice is suitable for the target audience, setting up email campaigns and ensuring emails are sent to the correct audience and lists. Help them decide on a template and style. Determine what graphics are desired from the design team.
  • Assist the Content Team with A/B testing and provide relevant reports about email performance.
  • Enable the Content Team in distributing the content they want, in the way they want. This will entail acting as a liaison between the Content Team and the Design Team, as well as the email service provider.
Support Design Team
Once the Content Team has decided on a template and style, communicate their requests to the Design Team. This includes the type of graphic (eg. banner with text, banner without text, etc.) image content, and size. The email template will determine the size, which can be found stated in the template itself.
Coordinate with Email Service Provider
Manage agreements and renewals with the email service provider (e.g., HubSpot). Stay updated on email service provider costs, renewal dates, and tool features to ensure the best value and functionality for the organization.
When the renewal date is getting close, talk with the Content Team about whether they are satisfied with the service provider. Determine areas for improvement, what they would like to see, etc. Communicate this information to the email service provider and negotiate a new contract.
Maintain GDPR Compliance
Review relevant articles and resources for compliance updates. Here is a starter article regarding principles. Ensure GDPR and data directive compliance for email collection and sending and that emails contain the correct legal information.
Train New Contributors in Hubspot
Provide support and training for email-related tasks in other departments.
  • Session 1: Focus on email creation, sending, and best practices (e.g., always send a test email so someone you know for feedback before sending to an audience)
Manage User Roles
Manage user roles and access within Hubspot to ensure minimal access levels for contributors. Manage user roles and permissions within HubSpot, granting appropriate access levels to contributors based on their responsibilities.
Roles within HubSpot:
  • Email Marketer: For those actively sending emails
  • Writer (legacy role): Previously used for blog management, but no longer allocated to new users as the platform has changed
  • Admin: For developers building on top of HubSpot
  • Super Admin: The highest tier for super users of the system
Perform Email List Maintenance
Make sure your email list is up to date by removing contacts who have not engaged. This is on a yearly bases around March or April.