Truth 11. What makes a good email marketing manager

So what do the people who actually manage email marketing programs look and act like? Are they data-driven specialists or Jacks (and Jills) of all trades marketing professionals? Do they hit the Send button or drive big-picture communication strategy? The answer is yes.

Like any job description, the role of an email marketing manager varies from company to company and from day to day. As is the case for most new media professionals, resumes vary, and there is no “perfect” background in the same way that there is in the accounting or legal worlds.

A large portion of the email marketing experts I've worked with came from a traditional marketing background and learned email and interactive marketing ...

Get The Truth About Email Marketing now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.