Only Influencers

The top thought leaders in email marketing share their insights and thoughts.

Bill McCloskey

Bill McCloskey

Bill McCloskey is the founder of Only Influencers, LLC and eDataSource, LLC

I have just completed compiling the data for the 2014 Only Influencers Salary Guide for 2014. Below are some of the highlights and OI Members can download the full 25 page report HERE.

This year I decided to break out the findings by sex, in order to see if there was a discrepancy between what Female email marketers make versus their Male counterparts, and boy, what a discrepancy it is, almost completely across the board. 

This blog post will be available to the general public for a few weeks and then taken down. OI Members can download the full report at any time. 

First, the top line results: 

We had a 103 respondents to the survey, 61% Male and 39% Female. The salary ranges for all respondents was $32,900 to $290,000. The Median Salary was $95,000. And the Average Number of years in the business was approximately 8.5 years.

Email Marketing Salaries Broken Down by Title

Email Marketing Manager/Director: 

Salary Range $35,000 to $240,000 

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tinktaylorTink Taylor is Founder and COO of dotDigital Group PLC.

How did you get started in Email Marketing?

 Via being a windsurfing instructor! I’ll explain… I started my career as a computer programmer working for an organisation in the UK called Sequent Computer systems that were later acquired by IBM.

 During my time at Sequent I worked in team who experimented with new technologies. As the company was growing fast our brief was to look at emerging technologies and how they could improve internal commutations. One of the first projects I was involved with was to understand how the concept of a new entity call the ‘World Wide Web’ could possibly help! I am showing true my age here! A big part of the work we carried out was focused on electronic messaging, we built and rolled out numerous intranets globally that were powered by some of the first Content Management systems to be built. We of course looked at email and other forms of communication.

Having left Sequent I worked for a few web companies at the back end of the first dotcom crash. I was interested to see that many of projects carried huge price tickets for what I thought was relatively clunky and difficult to use systems. So before long I had with a group of friends set up my a web agency called Ellipsis Media with the intention of building quality easy to use software with a much lower entry price point. Or as we coined it ‘We will build Nasa technology with Fisher Price interfaces’ and make the difficult things easy.

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gretchenScheimanHow did you get started in Email Marketing?
I was working for American Express and I had been eyeing the digital side of the business for a few years, but it was still really tiny. Finally, in early 2000 they started to grow the digital team and I jumped at the chance to work on email marketing. It was a great place to start: American Express had all the rigor and experience of direct marketing to apply to the new channel, and in my role I was constantly challenged to figure out how to drive the best results out of a channel that no one really knew how to use. In a way, it was my first consulting gig. I still believe that the best way to get into email marketing is through a strong direct marketing program.

Tell us about your current role and what a typical day is like.
I run my own marketing consulting firm, L5 Direct Consulting Inc., where I focus on overall marketing strategy and direct marketing - which of course means a lot of email marketing. In a given day I might be talking to current clients about their business challenges, educating them on what the email channel can help them achieve, identifying the right next step or program to help move their business forward, pricing out what that program will cost to put in place, building analyses and case studies to prove a point, or even pitching a new client who I've been referred to. This is the second company I've started, and although the first was 20 years ago and completely unrelated (film production is as unlike email marketing as you can possibly get), a lot of the same principles apply. Consulting is a referral business, so it's still about who you know, how you present yourself, and how well you helped your client on your last gig. I don't meet as many famous movie stars as I used to, but the working conditions and hours are much better!

What do you see as the future of email marketing?
Email marketing is becoming more and more integrated with other channels, which means the strategy and process for email marketing will change as it becomes the driving force behind fully integrated marketing efforts. That is going to drive subtle but significant upheaval in programs as marketers adapt, but fortunately it's going to happen over time. In the short term, there is already some change happening on the creative side, as the line between desktop and mobile client blurs a bit more and people's habits - how they interact with email across all their devices - settle down a bit and are reflected in email design.

Why should anyone choose email marketing as a career?
Email marketing is a great choice for someone who wants to build their career on mastery of a craft. Choosing email marketing allows you to focus on expertise and skills that are the cornerstone of CRM and direct marketing efforts, skills that are always in demand. And because email marketing drives measurable results, you can learn a lot about how to look at numbers, which will be a huge help no matter where you decide to take your career.

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AndrewKordek

(Andrew Kordek is the Co-Founder and COO of Trendline Interactive)

How did you get started in email marketing?

It started by accident in 1999 when I was in software sales and looking for ways to increase my production.  One day, I stumbled upon the power of mail merge in outlook and my obsession with email began.  Every night I would take thousands of email address' (yes they were somewhat opt'd in) and merge them to send out over the course of the night.  They had expressed interest in the past with the software, so I figured it was a great way to cross sell them on a similar product.  Over the course of weeks and months, I did this every night and every morning I had the highest downloads and leads resulting in becoming the number one salesperson in the group. Other salespeople found out what I was doing and wanted to be trained on the content I wrote as well as how to send out email to their own patches.  Eventually, the marketing department caught wind to what I was doing and asked if could help promote a local seminar.  When the email went out, the seminar became oversold and they received record attendance and closed a ton of business.  This success led me to do other emails for other cities and then email marketing was born.  I quickly moved into a marketing role and within a year, I owned email marketing across the globe for this $500+ million company. We ran an instance of Lyris on premise and I quickly cut my teeth on segmentation given the breadth and depth of the product line.

Tell us about your role and what a typical day is like.

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bobfrady

1. How did you get started in Email Marketing. I was working for IndyMac Bank running a huge direct mail operation when I saw the handwriting on the wall and got out of mortgages. In 2007 I ended up getting hired by Live Nation to be their VP of Direct Marketing, even though I had little experience with email marketing - because they wanted someone with a strong direct marketing background. I jumped at it because (a) it was a relatively new channel and (b) it was in the concert industry…which really is as cool as you think it is.

2. Tell us about your current role and what a typical day is like. My current role at Zeeto is as the VP of Technology. I am responsible for the email program, our business intelligence team, our optimization team, our coders and our dev ops team. My job is relatively straightforward in that I spend most of my days either helping my teams solve problems or creating new problems for my teams to solve. In a typical day I might talk about redesigning a site, eCPM results from the dozens of test we run every month, helping my team negotiate a deal with a vendor, doing a deep dive on email delivery issues, educating myself on what’s new and interesting in the tech marketplace, revisiting our project management processes to make sure our projects are all on track and/or writing a blog post on Only Influencers that manages to tick at least a few people off. It’s really a bit of a hybrid role that continually presents me with new and interesting challenges. Or, in the words of the esteemed Vanilla Ice “You got a problem, yo I’ll solve it”…we even have an in-house DJ who can “revolve it.”

3. What do you see as the future of email marketing. I think the future of email marketing is brighter than ever for two reasons – (1) the (begrudging) recognition of email’s power by finally understanding the “non-linear” nature of the medium and (2) the fact that email marketers have come to accept that more frequent communication is not the road to eternal damnation. However, I don’t see a massive amount of change in emails themselves due to restrictions at the ISP level. The most interesting question will be around how the massive sizes of new phones change how we present emails to consumers.

4. Why should anyone choose email marketing as a career. If you’ve got any level of scientist in you, email is a fantastic career choice for one simple reason – you get to replace “I think” with “I know.” You’re able to strip away the fluff and get to what’s really happening…which I think is tremendously cool. Even if you’re not terribly analytical, email will force you to look at things more pragmatically. Which can be a tremendous boost to your career.

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