Charisma is a huge factor in this, but I think it's worth noting that the whole "Evil but SEXY" archetype has been used a LOT...in some genres (romance/fantasy, for instance) we're well past the point of overuse. Finding out that Satan is actually this suave, hot guy might have been interesting the first hundred times, but after a while it just gets to be...normal? At this point, an ugly Satan would be more of a surprise...
By this I mean that banking on things like charisma and cuteness to endear fans to an otherwise horrible person isn't as effective as it used to be, and will only get less effective with time. Besides, not every fan will be blinded to the character's true nature by that kind of stuff (which is subjective anyway)...if you want to ensure that this character will be lovable in execution and not just ideally, you'll probably need more than that.
I'm thinking about jerky characters that aren't necessarily good-looking, charming, or even intelligent, but somehow still managed to win my heart...and I think the secret is a sort of reciprocal interaction with the more likeable characters.
You can't have them be hated on all the time or hold the upper hand all the time; that just alienates them from the rest of the cast. You need variety...in this instance, I guess most of the time they'll be picking on cast members who don't deserve it, but occasionally they should pick on a cast member who DOES deserve it. Or even better, a cast member who usually doesn't but is currently acting out of character (I love it when an MC goes so wild that eventually even the bully character tries to set them straight, and that's when it dawns on them that they've gone too far~).
Anyway, there are more options: they could get picked on once in a while. ^^; Or you could skip the enmity dynamic altogether and just have them be useful occasionally; this is a good balancing tactic when you have a jerk that's actually part of the main cast. Show the audience WHY the other characters even associate with this person to begin with; they have to have something to offer.
Most importantly (especially in more serious, dramatic contexts) make sure you challenge your jerk character. Don't make them the problem all the time; give them problems to solve, too. Like the classic "they've fallen in love with a nice person and they won't have a chance unless they change their ways". There are so many ways to use that setup, even, outside of romance, if your goal is to make them a better person.
And even if you don't necessarily want to improve their character, you can still challenge them just by playing against their strengths: put something in their way that makes their usual jerky behavior work to their detriment. Sometimes you can add likeability points even to an annoying character just by letting them conquer themselves in that way.