On the job with an e-mail marketer

A few years ago, it might have seemed almost impossible that the humble e-mail would become the killer application that would revolutionize direct marketing. But e-mail marketing has exploded from a handful of tiny lists to an industry that Jupiter research predicts will top $2 billion in 2012. And it has created its own little stimulus package of job opportunities.

Constant Contact, a Waltham-based provider of e-mail marketing and survey tools, has grown from serving just 10 customers to 250,000 in eight years. Eric Groves, who heads up the global marketing team, is just as likely to face off at the lunchtime basketball game with a customer specialist or senior financial analyst as with a software engineer or information technology administrator. All are digital media support positions revolving around the delivery of targeted e-mail messages, a form of one-on-one marketing used by numerous small businesses and organizations.

E-mail marketing has its own lingo, from "opt-out rates" (unsubscribe from the e-mail list) to "spoofing" (falsifying e-mail sources). Groves, who has a background in deep web search-engine optimization, admits that it can take time to grasp the know-how behind turning clicks into customers. But even for non-techies, a career in e-mail marketing offers lots of possibilities.

How do companies use e-mail marketing to reach out to their clients? There are many ways to use e-mail marketing. Spas send out special promotional coupons; dioceses stay connected with parishes; a fly-fishing company sends out tackle tips; a theater announces presale event tickets. The beauty of e-mail marketing is that, unlike traditional direct mail or advertising, you can track who opens and reads your newsletters, invitations, surveys, or promotions.

How can an e-mail newbie get started with e-mail marketing, either to build their career or help a small business grow?

Our company, Constant Contact, has a learning center full of online tools, whether it's a live seminar on the Web, product tutorial, or user community. Other resources include taking new media courses at your local community college or talking to SCORE, the small business association. Your chamber of commerce can also provide connections and ideas.

Could a small e-mail marketing campaign help someone job hunt? Sure, why not? You can stay in touch with people who know you, and send out "pings" to your networking list, even "tales from the job search." Start short and sweet and build up your contacts.

Small businesses, including organizations and nonprofits, use e-mail because of its low cost and outreach potential. This has created new job opportunities. Who are the various individuals in companies who could be responsible for e-mail marketing? People can look for jobs as marketing managers or consultants, public relations, outreach coordinator, e-mail newsletter writers and editors, client development, communications managers, and more.

You're involved with all this technology. Are you a computer geek? I have multiple computers at home, an iPhone, and other gadgets, so if that makes me a geek, yes, I guess I am. But I'm not quite on Twitter yet, so I guess I'm not a complete twit.