I can boldly say that email marketing is one of the best kinds of marketing. At the very least, it enables companies to interact with their target market, create a community, and boost revenue. But who are email marketing experts? Well, that’s pretty simple; they supervise the success of businesses’ email marketing initiatives.
Think about it for a second, have you ever wondered how those emails that seem so convincing are written? You guessed right, email marketing specialists are the brains behind this.
If this sounds anything close to something you might be remotely interested in or fun, should you pursue a career in email marketing yourself? Lucky you, here in this article, after careful research, I have outlined the requirements for success in email marketing, such as the knowledge and abilities needed, and analyzed industry trends and compensation for email marketers.
Key Takeaways:
- Email marketing experts need to be particularly aware of word choice and writing fundamentals like grammar and spelling
- Each organization has different tasks that an email marketer is accountable for
- Collaboration is essential for email marketing specialists since they may need to collaborate
Who is an Email Marketing Specialist?
An email marketing specialist is a digital marketer who focuses on email campaigns. They create emails, maintain email lists, maximize sign-ups, and obtain data about their intended audience. In addition, they could be in charge of technical and creative activities like basic coding, email automation, and graphic creation.
An email marketing specialist is a digital marketer specializing in email list building and growth, email content creation and distribution, lead nurturing, and email engagement optimization across the customer lifecycle.
Each organization has different tasks for which an email marketer is accountable. Larger corporations may employ specialized designers who manage email formatting, layout, and UX design components.
Nonetheless, enhancing interaction with marketing emails is mostly under the purview of email marketing specialists (promotional emails, lead nurture campaigns, newsletters, etc.).
They collaborate closely with other marketing team members (such as a marketing manager, copywriter, or design lead) to affect important metrics like email open and click-through rates.
What is the work of an Email Marketing Specialist?
At smaller businesses, like a dozen I have worked for, email marketers typically had a more comprehensive range of duties. They oversaw several facets of email marketing, such as list administration, design, and copywriting.
On the other hand, email marketers at enterprise-level businesses have more specific roles. They collaborate closely with authors, graphic designers, and other subject matter specialists, which frees them up to concentrate on email automation workflows and campaign execution.
#1. Creating and Overseeing Programs for Email Marketing
As an expert in email marketing, you are responsible for planning and executing campaigns that aim to impact a particular objective.
For example, an email marketer working for a B2B SaaS company might design an onboarding process in which new users receive a series of welcome emails explaining the platform and offering advice on how to use it effectively.
#2. Taking Care of Email Automation Processes
It is impractical to hand-send every email because email marketers send thousands of emails per week.
Using pre-made email templates, you will create (and regularly modify) automated sequences and link your email automation platform to your CRM.
Down the line, you may need help with the email automation process. Here is a template.
Email Automation Workflow Template.pdf
#3. Streamlining the Opt-in and Sign-Up Processes for Emails
Encouraging new clients to subscribe to your email newsletter should be simple, but you should collect as much information as possible to aid in lead generation and segmentation. Therefore, streamlining the sign-up process to strike the best possible balance between these two needs is a part of the email marketing specialist’s job description.
#4. Composing and Editing Email Copy
The foundation of email marketing is a copy of the language used in promotional communications.
Email copywriting is a specialized skill. You must convey your message succinctly because emails with a word count of 50–125 typically perform better.
But you also want to convince the reader to do something. This might be to look at your recently added products, register for a webinar, or become a paying customer. Email marketing experts need to be particularly aware of word choice and writing fundamentals like grammar and spelling.
#5. Making Email Sends More Responsive to Mobile Sevices
42% of emails are opened on mobile devices these days.
Thus, a key duty for email marketing experts is to guarantee that their messages display as intended on desktop and mobile platforms.
This entails paying close attention to the design aspects, ensuring the text and graphics scale, and creating a clean-looking pre-header language that appears beneath the email subject line.
#6. Compiling and Summarizing Information from the Audience
By monitoring how your audience interacts with your email marketing campaigns, you can learn a lot about how certain segments perform, where clients are in the buyer’s journey, and which demographics are most likely to convert.
You can then distribute this data to other specialists (such as members of your SEO and social media marketing teams) to help with targeting and acquiring new clients.
#7. Organizing, Gathering, and Deleting Email Lists
For email marketing experts, ensuring email deliverability is a crucial responsibility. For this, list management is essential.
Expanding your email list is probably one of your email marketing strategy’s objectives, but occasionally, you’ll need to remove recipients (like when you get bounced emails or unsubscribes).
#8. Working Together with Marketing Managers, Authors, and Designers
Collaboration is essential for email marketing specialists since they may need to collaborate closely with content marketing experts or digital marketing specialists in design, copywriting, and data protection.
These could be internal staff members or independent contractors who help with these kinds of marketing initiatives. Therefore, good communication and teamwork abilities are necessary for this position.
#9. Assessing and Documenting the Success of Email Campaigns
Every one of your projects will have a distinct objective. It could boost lead generation or customer retention by influencing engagement metrics like open, click-through, and conversion rates.
Either way, you will be responsible for tracking email marketing analytics and reporting findings to your direct report (a digital marketing manager, for example).
#10. Email List Segmentation to Maximize Marketing Effectiveness
Numerous organizations aim to reach multiple target audiences.
As your email list expands, you should communicate with each subscriber differently (some email content will be relevant to only specific subscribers).
Audience segmentation entails determining what makes audience members unique, storing this information in your email marketing platform, and distributing segment-specific emails to optimize engagement and email effectiveness.
#11. Conversion-Optimized Email Journey Planning Ability
Even a single email campaign with strong copy and a smooth transition can be quite successful. However, what if it were possible to make a transition between different emails? That has the potential to produce greater outcomes than standard email marketing.
In order to help a prospect accomplish a particular objective, it will be your job as an email marketing specialist to become an expert at creating a sequence of emails that flow naturally from one to the next.
Okay, I recently had someone visit my website and sign up to receive weekly newsletters. I had to design a welcome email series that led to the prospect of becoming a social media follower.
Now, this may be a sequence of three to five emails in which you first thank the recipients for subscribing to your email list. However, before requesting that they follow you on Twitter or subscribe to your YouTube channel, send them a few more emails at predetermined intervals containing insightful information. After that, send another email inviting people to look at your offering.
How to Become an Email Marketing Expert
Drown from in-depth research, speaking with experts and a bit of experience, here are simple steps that can guide you in becoming an expert in email marketing:
#1. Complete Your College Education
Although a high school degree is sufficient to work as an email marketing professional, most jobs require a bachelor’s degree in a digital media-related field. Marketing professionals typically major in communications, business, advertising, or marketing. A computer science or design degree is also possible because the role necessitates familiarity with software and automation techniques.
#2. Look for a Summer Job
You can learn about digital media best practices and expand your professional network with a marketing internship. There might not be any internships specifically for email marketing specialists because the majority of them are independent freelancers. On the other hand, an internship in a related industry might impart useful knowledge and demonstrate to a prospective employer that you have experience in digital marketing. Think about pursuing internships in advertising, public relations, or social media management.
#3. Take into Account a Certificate Program
Although certification in email marketing or a related topic is not necessary to become an email marketing specialist, having one may catch an employer’s attention and boost the likelihood of an interview. Numerous online certification programs offer email marketing, marketing analytics, and content marketing courses. You can obtain certifications in related industries like coding or design to acquire more practical skills.
#4. Writing
Hiring someone with prior writing expertise is preferred by many employers. By taking on freelancing work or self-publishing texts, you can gain this experience. Think about launching a newsletter, creating a blog, or building your own email list. These published pieces are also appropriate for your portfolio.
#5. Put together a portfolio
A portfolio is an assortment of prior projects you can present to a possible employer. Employers can examine your work and technique in a portfolio, which might persuade them to give you a job. Gather writing or graphic design items that you are proud of, then put them all together to create your portfolio.
Meanwhile, just in case you are a newbie and need some sort of guide to help you with your first email design, here is a checklist of email design best practices. This will help you produce aesthetically pleasing, efficient, and easily readable emails.
Email Design Best Practices Checklist.pdf
Email Marketing Specialist Salary
An email marketing specialist makes, on average, $58,414 a year. Depending on where you reside and how much experience you have, your pay may vary. While email marketing specialists are not officially covered by the U.S. Bureau of Labor Statistics, marketing managers are expected to expand by 10% between 2020 and 2030.
Email Marketing Specialist Skills
When hiring email marketing specialists, employers consider both soft and technical talents. A few abilities and credentials that could improve your chances of landing a job in email marketing are as follows:
#1. Creative Thinking
A professional in email marketing uses innovative and captivating methods to distribute company notifications or promotional materials. Candidates who can apply creative thinking to professional subject matter are sought after by employers. Try creating ideas on your own for different ways to enhance your creativity.
#2. Analytics
Analytics is the process of using data to inform marketing choices. As an expert in email marketing, you may utilize analytics to determine the best kind of content to create, the best keywords to employ, and the best time to send emails. Researching your email marketing campaigns can be easier if you know how popular analytics packages operate.
#3. Creative Writing
Email marketing experts are frequently in charge of both the text and the images and style of an email. You can create visually appealing and captivating email content by having a solid understanding of design principles. Seek to learn about design through books or online, enrol in a design course, or locate a program offering a certificate in design.
#4. Languages used in coding
Coding makes email list setup, automation, and newsletter layout easier. Aim to familiarise with basic coding techniques in widely used languages, including HTML, CSS, and JavaScript. Learning to code can be accomplished through self-study, attending classes, or enrolling in a course leading to a coding certification.
#5. Time Management
Email campaign elements are frequently created on short notice by email marketing specialists. This implies that developing your time management abilities can help you work more swiftly and effectively. Choose a time management strategy that suits you, then set personal goals so you can practice completing tasks on time.
#6. Composing
The main competency of an email marketing specialist is great writing. You might be able to produce a more robust CV or cover letter if you practice writing, especially for business purposes. You can enhance your article writing abilities by practising, enrolling in writing classes, or seeking expert guidance.
Types Of Tools An Email Marketing Specialist Should Know
Trust me, the right tools can make all the difference in streamlining tasks, keeping things organized, and ensuring your emails land where they should. Here are a couple to keep in mind when starting out.
#1. Content Calendaring Tool
You need a tool for managing your content calendar to successfully execute your email campaigns on time and align with your marketing plans. You should schedule your campaigns ahead of time.
#2. Email Clients & Email Marketing Software
You must first familiarize yourself with how the most widely used email clients—Outlook, Gmail, AppleMail, and so on—monitor emails for spam.
The next thing you need to know is how some email marketing software functions and what to look for in an email marketing solution. For instance, you would need a platform that makes it simple for you to plan email campaigns, send emails in bulk, and create emails. Additionally, you would require email sequence-building and email automation options. All things considered, you’ll require email software to assist you in implementing the email campaigns you suggest.
#3. Email Crafting Resources
Email marketing of the highest caliber is vital. Various tools can help you maintain the caliber of your email copy and subject lines.
Hemingway Editor or Grammarly, for instance, would be excellent for preserving correct grammar. ChatGPT, CopyAI, and similar AI writers can make creating well-thought-out email series very simple.
#4. Managing Leads or CRM Tools
If you want to aggressively gather and manage leads, a CRM might be quite helpful. Advanced lead management capabilities like lead scoring, email automation, segmentation, and 360 customer analytics are standard on the majority of CRMs, including Salesforce, HubSpot, and others.
However, the majority of CRMs are typically pricey. Therefore, you could be better off sticking with simple systems that only provide email list collection and lead segmentation options. You can investigate tools like Brevo, FluentCRM, Mail Mint, and Brevo, among other choices.
A product that serves as a CRM and an email marketing automation tool would be great for an email marketing manager. With WordPress,
#5. Testing Emails Tools
Although many people overlook this, having access to email testing tools can significantly impact the effectiveness of email marketing.
As a specialist in email marketing, you should ensure that when you send emails to your subscribers, they are formatted and designed correctly. With several email testing tools, you can test if emails appear as intended in different email clients and if they arrive in the inbox correctly. After reviewing it, you can adjust and prepare to start your campaign.
Then, there are email testers that provide a comparative score and assist you in determining whether your email is spammy or well-prepared. You may use this to improve your email’s copy, subject line, and call to action.
What is an email marketing specialist?
A digital marketer who specializes in email list growth, email creation, and lead nurturing through written communications is known as an email marketing specialist.
Is email marketing specialist a good job?
In summary, email marketing is a high-paying expertise that may yield numerous benefits for those who are interested. The need for qualified email marketers is increasing along with the growth of the digital marketing sector. With the correct education and experience, it is possible to become an expert in this industry and command high pay.
Do you need a degree to do email marketing?
A college degree in marketing or a similar discipline can be helpful for an email marketing manager, but it’s not required. This profession highly values writing, analytics, and digital marketing technologies. These abilities can be learned independently or through online courses and certifications.
Conclusion
Experts in email marketing may have a lot of responsibility. A significant portion of the company’s revenue target from email marketing will fall within your purview.
As a result, you need to develop all the necessary skills outlined in this article and excel as an email specialist for your organization. And if you can quickly acquire all the required talents, you’ll rise to the position of one of your company’s most important assets and a well-known marketer.
Thus, proceed and begin honing your abilities to become an expert in email marketing.
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