Emails remain one of the most powerful digital marketing tools to get in touch with your intended audience. If you have excellent persuasive writing skills with a strong understanding of digital marketing, an email marketing specialist is the right job for you.
Moreover, these individuals are extremely important for a company. They run effective email campaigns to drive revenue for the company. If you are curious about what an email marketing expert does and how to build a career in this field, keep reading.
30-Second Summary
Are you curious about the role and responsibilities of an email marketing specialist? You are at the right place. In this detailed blog, we will see the responsibilities of an email expert, their importance, types, salary, job outlook, and skills to become an email specialist.
If you are a business owner, you will explore different options for hiring a professional email marketer.
What Does an Email Marketing Specialist Do?
An email marketing specialist works on all aspects of a business’s email marketing strategy. From planning and creating email campaigns to executing and optimizing them, this role handles everything.
The other tasks include managing email campaigns, writing reports on campaign results, and creating long-term email marketing strategies.
As an email marketing expert, your job is to identify and draft different types of emails as per the instructions of your employer, such as
- Welcome emails
- Milestone emails
- Blog roundups
- Surveys
- Promotional emails
Specific tasks depend on the company, but generally, an email marketer is responsible for the following tasks.
Marketing Automation: Sets up automated workflows using different tools, like HubSpot, Mailchimp, or Active Campaign.
Segmentation and Targeting: Personalizes email campaigns by dividing the target customer base into different groups based on behavior, demographics, and purchase history.
Responsive Email Design: Creates emails that look good on both laptops and mobile phones.
A/B Testing for Subject Lines and CTAs: Tests different versions to measure open and conversion rates.
Deliverability and Spam Filters: Ensures that the email goes into the inbox, not in the spam folder.
Customer Journey Emails: Designs lifecycle campaigns, such as welcome emails, abandoned cart reminders, and re-engagement sequences.
Email Analytics and Reporting: Tracks the performance of email campaigns through different metrics, such as conversion rates, click-through rates (CTR), and open rates.
Why Email Marketers Matter?
Email marketers are important because their campaigns generate significant revenue for the company.
Here are some reasons why email marketers are imperative for every business.
High ROI: Email marketing is an extremely affordable way to acquire and convert users.
Data Collection: The campaigns are built on the previous data, predicting how customers will interact with them.
Diverse Sales Channels: Emails convert audience into paying customers, building various sales channels.
Increased Web Traffic: Email marketers bring more web traffic.
Lead Generation: A well-executed email campaign increases your customer pool through referrals, sign-ups, and shares.
Types of Email Marketing Specialists
Not all specialists do the same thing; many of them focus on different aspects of email marketing. Have a look at the main types.
Campaign Strategists: These are the experts in planning email campaigns, from concept to implementation.
Automation Experts: These are the experts who design workflows, behavioral triggers, and lifecycle campaigns that function automatically.
Analytics and Reporting Specialists: The duty of these experts is to measure conversions, open rates, and ROI from email campaigns.
Design and Content Specialists: These specialists create persuasive copy and ensure responsive design for every device.
Important KPIs for Email Marketing Specialist
KPIs vary from industry to industry. However, you should know some general yet essential KPIs to measure the success rate of your campaign.
Open Rate: The percentage of people who opened the email out of all the delivered ones.
Reopen Rate: The percentage of recipients who opened the same email more than once.
Non-Open Rate: The percentage of recipients who did not open your email at all.
Click Rate: The percentage of customers who clicked on at least one ad or link in your email.
Conversion Rate: The percentage of recipients who did exactly what you desired after opening the link.
Revenue per Subscriber: The average revenue generated by each subscriber over a specific period.
Bounce Rate: The portion of emails that do not get delivered to your audience.
Complaint Rate: The percentage of customers who marked your email as unwanted or spam.
Unsubscribe Rate: The percentage of recipients who left your email list after receiving a campaign.
Email Specialist Salary and Job Outlook
The average income of an email marketing expert in the US is around $74,105 per year, according to Glassdoor. Different factors, such as skill level, experience, and geographic location, can impact the salary range.
Entry-level email marketers: The average salary is $59,561.
Mid-level email marketers: The average income is $52,000 to $81,000.
Senior-level email marketers: The average salary is $85,051.
The job outlook for email marketing is promising. Around a 6 percent growth is expected through 2032, according to research by the US Bureau of Labor Statistics. A lot of businesses are redirecting their focus towards digital marketing, making email marketing important for their success.
How to Become an Email Marketing Specialist
Education, skills, and experience are essential for becoming an email marketing specialist. Many businesses need candidates to have a bachelor’s degree in business, communication, or marketing.
Businesses also need a candidate with good writing skills. For that, you can create a portfolio showing your foundational writing skills.
Professionals in similar roles, such as marketing specialists, writers, and content creators, can use their experience to step into this field.
It is also possible to move from a totally different industry into this, but your resume should outline skills that make you a good candidate for this role.
Email Marketing Specialist Skills
Below are some examples of essential skills you need to become an email marketing specialist.
Soft Skills
- Communication
- Creative and critical thinking
- Time management
- Attention to detail
Technical Skills
- Writing and editing with basic design skills
- A/B testing
- Email campaigns metrics analysis
- Basic coding
- SEO (Search engine optimization)
- Project management
- Knowledge of email marketing platforms
Where to Find an Email Marketing Expert
If you want to recruit an expert email marketer, look into these options.
Freelance Platforms: Platforms like Upwork, Fiverr, and Toptal have experts available for both short and long-term projects.
Marketing Agencies: These agencies provide the services of email specialists who manage campaigns from planning to execution.
In-House Hiring: Larger companies can benefit more from having their own team of email marketers.
Professional Networks: LinkedIn and industry communities are superb for finding experienced email experts.
The Bottom Line
An email marketing specialist plays an integral role in connecting customers with businesses, nurturing relationships, and driving sales. From automation to ensuring a responsive design, these experts maximize ROI from the campaigns.
If you are a business owner, you can outsource this job to freelancers or other marketing agencies. Having an in-house team is also an ideal way to increase revenue.
Feel free to explore The Digital Advice to learn more about the changing trends in the digital world.
FAQs
What does an Email Marketing Specialist do for a Business?
An email marketing specialist plans, creates, executes, and analyzes email campaigns to engage the audience, improve CTR, and increase conversion rates.
What is the Difference between an Email Marketer and a Digital Marketer?
A digital marketer covers multiple channels, such as social media, SEO, and paid ads, whereas an email marketing expert focuses solely on email campaigns.
How do Email Marketing Experts Use Behavioral Triggers in their Campaigns?
Behavioral triggers are automated emails sent to customers after they take a specific action, such as browsing products or re-engaging after inactivity. Email specialists use these triggers to enhance customer lifecycle engagement and increase ROI from the campaigns.
What Tools do Email Marketing Experts Use?
Standard tools are Mailchimp, HubSpot, Klavivo, ActiveCampaign, and Constant Contact. These are useful for automation, A/B testing, analytics, deliverability management, and responsive design.
