One of the most persistent conundrums of e-mail marketing is its incredibly high ROI, yet it is often underfunded and understaffed. What's more, those managing e-mail marketing programs are undercompensated. EmailStatCenter.com, an e-mail metrics portal my company founded with the Email Experience Council, set out to take a deeper dive into how e-mail programs really looked under the hood. What we found is concerning, though not totally surprising.
In the newly released Compensation & Resources Report, we surveyed over 200 e-mail marketing professionals on the client- and services- (agency, ESP, consultants) side. Our partner on this report, Morgan Stewart, director, research and strategy at ExactTarget, helped make sense of the numbers.
The Client-Side Challenge: Resources and Budget
- Over 40 percent of client respondents stated they had $100,000 or less of their annual budget dedicated to e-mail marketing
- Fifteen percent had $100,001 to $249,999
- Fourteen percent had a budget of over $1,000,000
- Additionally, 14 percent did not know their budget
- Thirty-seven percent of client-side respondents said they have only one to two people within their organization who are directly working on e-mail marketing
- Thirty-four percent said they had three to five on their team
Service-Side Dilemmas: Spread Thin in Offerings and Accounts
Despite e-mail being a highly specialized area of digital marketing, it seems those working in the service-side of e-mail may be spreading themselves thin. Other lines of business that e-mail service firms offer:
- Strategy and consulting (66 percent)
- General interactive marketing (53 percent)
- Social media (43 percent)
- Web design (42 percent)
- Search (34 percent)
- Mobile (30 percent)
Compensation in the E-mail Marketing Industry
Here you may find the ammunition to get a raise or conversely, you may find that you want to keep this data to yourself:
- Twenty-five percent surveyed said they make between $50,000 to $69,999 annually
- The next highest bucket was $35,001 to $49,999, closely followed by $70,000 to $84,999
- Less than 5 percent of participants make $200,000 or greater per year
Our findings showed that the size of the dedicated team correlates with the overall e-mail marketing budget. Teams that run the majority of their e-mail marketing efforts in-house must staff their teams with more experienced, thus higher salaried, employees. The median income for employees managing programs with only one or two dedicated e-mail marketing resources ranges from $50,000 to $69,999 for companies with an e-mail marketing budget of less than $100,000. For companies with an e-mail marketing budget of more than $100,000, the median salary ranges from $70,000 to $84,999 range.
You can take these findings with a grain of salt or you can use them to help fund and staff your e-mail program to get the most from this highly targeted and measurable channel. The choice is yours.