Frequently I'm seeing businesses facing issues not with setting up email marketing process, but with finding a person who's going to set it up. Sometimes they have to try few email marketing managers before they find the one who can really do the work.
And that's pretty understandable - it isn't easy for a CMO to find a person who's really experienced with email marketing, as the CMO most likely doesn't have that good email marketing understanding.
Here's the list of branches every good email marketer should be an expert in:
- marketing / product part of work;
- email deliverability;
- infrastructure;
- running AB tests, data-driven email development, understanding of business goals (sales or retention but not CTR).
But how could a person who's not an email guru himself distinguish if a candidate really understands all the listed things or just uses the words he has seen across all those email marketing blogs across the web?
I see no way for doing that. The only way is to hire a person and very likely to find out he isn't a good fit months later.
Or... you can ask some email marketing effort to assess knowledge and experience of a candidate. Feel free to ask me to help you with it if you feel the need.