Here's how I believe Ecommerce brands should structure their email marketing team. 

I call this "The Core 4".

  1. Email Marketer (Strategist)

  2. Email Designer

  3. Email Copywriter

  4. Email Developer


Email Marketer (Strategist)

  • Email Team Lead

  • Needs to have email experience

  • Responsible for driving the growth of the email channel

  • Strategy

  • Execution

  • Should be evaluated based on $ and % growth of the email channel

  • Tools used: ESP (i.e. Klaviyo) and Project Management (i.e. Notion) and Communication (i.e. Slack

Email Designer

  • Needs experience with email design

  • Responsible for email creative (all visual elements)

  • Should be evaluated based on quantity and quality of output

  • Also should be evaluated based on performance/conversion of the creative.

  • Tools used: Design platform (I'm building something awesome here) and Project Management (i.e. Notion) and Communication (i.e. Slack)

Email Copywriter

  • Needs experience with email copywriting

  • Responsible for email copy (all written elements)

  • Should be evaluated based on quantity and quality of output

  • Also should be evaluated based on performance/conversion of the copy.

  • Tools used: Collaborative platform (i.e. Google Docs) and Project Management (i.e. Notion) and Communication (i.e. Slack)

Email Developer

  • Needs to have HTML background

  • Responsible for taking an email design and custom coding it into your ESP

  • Should be evaluated based on quantity and quality of output

  • Does the email look good? Does it render across all devices/platforms? Is it quick to load?

  • Tools used: Tools used: ESP (i.e. Klaviyo) and Project Management (i.e. Notion) and Communication (i.e. Slack)