Claiming a lack of time, the boss asked the web designer to do everything related to email marketing alone: choosing the products, creating the layout and HTML of the pieces, choosing the subject line, analyzing the statistics and, most importantly, ensuring that each campaign generated the maximum possible return in clicks and sales.
As a result, the web designer did all these tasks “as best he could”, but he felt insecure about most of them. After all, what he loves and knows how to do well is web design . He knew how to create beautiful layouts for each piece, but when it came to choosing the products, it was always very difficult. It wasn’t clear to him what criteria he should follow to include a product in the piece or not.
Likewise, writing the subject line was something that he didn’t feel comfortable doing. He also didn’t understand why some of the messages he sent ended up in the “Spam” folder. He blamed the email marketing tool whenever this happened. And his boss would sometimes challenge him about it, saying: “Look, it’s going to spam! I don’t think we should use the word DISCOUNT in the subject line, please change that!”
After all this, the web designer still had the complicated task of measuring the results of the campaign sent. He hated doing this! No one had ever explained to him how to measure results and what all those numbers in the email marketing system meant. And on top of that, he didn’t even like numbers! It was always very boring and difficult for him to analyze the results.
Every day that he did email marketing, the web designer had dozens of doubts. He didn't feel comfortable having to do so many things beyond what he really knew how to do: web design . He felt that something was wrong, that it shouldn't be like this. He would really like to be charged for the tasks that he was good at. And for his boss or someone specialized in marketing to take care of the more "strategic" tasks. But unfortunately, that wasn't what happened.
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Are you a web designer who works with email marketing for e-commerce? Did you identify with any point in the story? I imagine so!
Well, this story represents the reality of most Brazilian online stores, unfortunately. If you are a web designer who does dozens of these activities daily, I imagine you feel some of these feelings when working with email marketing: fear , insecurity and even frustration . I know how you feel. But I also know that you are not to blame for most of these bad feelings.
