Email Marketing Manager Job Description, Skills, and Salary
Get to know about the duties, responsibilities, qualifications, and skills requirements of an email marketing manager. Feel free to use our job description template to produce your own. We also provide you with information about the salary you can earn as an email marketing manager.
Who is an Email Marketing Manager?
An Email Marketing Manager manages the whole process of sending emails to an organization’s customers, including newsletter signups and landing page downloads. They use various tools and techniques, such as email marketing software and newsletter templates, to create and send emails. Usually, the Email Marketer reports to a Director of Digital Business and is responsible for implementing email marketing strategies that drive customer engagement, sales, and brand awareness.
In addition to managing the email marketing function, they also collaborate with the IT team to develop and manage the email campaign. They have a solid understanding of email marketing platforms and the tools they use. For example, they know about project management tools, content management systems, and marketing analysis tools. They must also understand HTML, CSS, and A/B testing, and be proficient with Salesforce. They should also be able to work closely with the marketing team to come up with a comprehensive strategy for email campaigns.
The goal of an Email marketing manager is to turn an email into action – a purchase, registration, or sign-up. The job description often outlines the objectives of the email marketing manager, who is responsible for bringing on more people or selling more products and services to existing customers. They develop an effective email marketing strategy, build a mailing list, and oversee email campaigns. An Email Marketer must also have experience building and maintaining databases, ensuring that emails are sent to active email addresses and are personalized. A good Email Marketer can communicate with key stakeholders in the marketing department to build a custom attribution model and improve email open rates.
An email marketing manager is a vital member of an organization’s marketing team. The role requires a thorough understanding of the audience and the goals of the email campaign. In addition, he must be analytical and have experience in developing and executing email campaigns.
Solid leadership and management skills are also imperative and important for these professionals. They should be detail-oriented and have strong communication skills. They should have strong email marketing skills, including an understanding of data, analytics, and campaign design.
Email Marketing Manager Job Description
Below are the email marketing manager job description examples you can use to develop your resume or write an email marketing manager job description for your employee. Employers can also use it to sieve out job seekers when choosing candidates for interviews.
The job and duties of an email marketing manager include:
- Developing and managing email marketing strategies
- Making multiple email lists and campaigns
- Designing and creating various CTAs.
- Ensuring every campaign’s success is tested
- Establishing email marketing KPIs
- Preparing and presenting weekly reports
- Creating a lead generation strategy
- Increasing email subscribers
- Creating documentation and roadmaps for processes, A/B testing, and promotions that work through email.
- Expanding the email list and identifying target groups
- Directing email marketing campaigns can be designed and implemented
- Using cellular-friendly email templates
- Sending out a newsletter with all the most recent information about the company
- Enhancing the email templates with graphics and personalization.
- Ensuring customers receive prompt and error-free email communication.
- Creating lead generation email databases
- Analyzing campaign performance to suggest improvements
- Distributing emails using automation software
- Researching various markets to understand consumer’s behavior
- Constructing marketing campaigns that address the needs of current and potential clients.
- Creating well-written copy, free of mistakes
- Collaborating with graphic designers for improved appearance of outputs.
- Maintaining a list of customers who have chosen to receive our correspondence.
- Automation software allows you to distribute emails.
- Monitoring and reporting on each campaign’s utility.
Requirements
- Bachelor’s degree or master’s in marketing, or a related discipline
- Experience in digital marketing, analytics, or email marketing of at least 3 years, preferably in a similar industry
- Strong communication skills, both written and verbal
- Excellent grammar and writing skills.
- Deep understanding of the differences between direct and indirect email copy.
- To determine ROI, email marketing campaigns can be tracked, measured, and reported on.
- Extensive experience in content management and marketing automation
- Great analytical skills and the ability to extract actionable information from data
- Solid understanding of sales lifecycle
- HTML knowledge preferable
- Salesforce experience
- Expertise in project management and problem-solving
Essential Skills
- Automation and personalization
Automation and personalization remain two of the most important strategies in email marketing.
Personalization has evolved to include input names and merge tags in the subject line or body text. The goal of an email marketer, with access to a wealth of data, is to solve subscribers’ problems.
To connect with your subscribers, use their purchase history, location, and other information to create custom campaigns that will spark their interest. You can then set up trigger emails that will deliver personalized experiences based on the subscriber’s activities. You can, for example, send an email to remind customers to check out if they have left an item in their shopping cart, but not completed the purchase.
Automation and personalization can increase customer engagement to build loyalty and prevent spam folders.
- Privacy of data
In 2018, the General Data Protection (GDPR), was implemented. It changed how marketers manage customer data. Your subscribers will be more informed and comfortable when they receive your emails, as data privacy is becoming increasingly important.
These tips will help you adhere to GDPR regulations
To ask for consent, update your signup forms
Your privacy policies should be updated to include information about data collection, sharing, usage, and other practices.
How you respond to subscriber inquiries can be made operational
Keep detailed records to prove consent between your company & subscribers
Many brands are moving to a preference center, which allows subscribers to opt-in and select the frequency and type of email they wish to receive. This gives your subscribers control and allows you to better understand their needs.
- Interactive content
Marketers can engage with their subscribers in new ways that go beyond traditional email design. There are many styles to choose from, including videos, GIFs, reviews, forms, and videos. The best thing about this is that subscribers can interact directly with the brand via email. Recent studies show that interactive content is 2x more effective at converting customers than passive emails.
You could offer your subscribers a way for them to leave feedback and not be directed to a new web browser. Or, you could ask them a question about their travel personalities before they book a room in a hotel. These touches will make your subscribers more engaged and motivated to open your emails again and make a purchase.
- Accessibility
The internet is now accessible to people of all abilities, and this opens up new possibilities for marketers. This is a significant technological breakthrough considering that 285million people are visually impaired and 1 out of 200 males are affected.
These modifications can be made to make accessible emails easier:
Keep the reading order logically left-to-right and bottom-to-bottom. Create a single-column layout that works for all screen sizes.
Use contrasting background and text colors to ensure that there is enough contrast between them for people who are more sensitive to luminosity
- Mobile optimization
Consumers are now using their smartphones to manage every step of the customer journey, from booking appointments to reviewing a brand’s products reviews to researching company product reviews. Optimizing your email campaigns on mobile devices is essential to build brand loyalty and connect on your terms with subscribers.
Mobile responsive campaigns should consider all aspects of the customer journey when developing them. The email design should be mobile-responsive and visually appealing. Also, the landing pages and buttons that your subscribers can use are important. Your subscribers will appreciate the optimization of every step in the journey. They will also be more likely to engage with future content.
- Artificial intelligence (AI)
Artificial intelligence (AI), is not just a buzzword. It offers a way for you to simplify the process of analyzing customer data and ensure that your subscribers get relevant information. Data analysis used to be labor-intensive and cumbersome. But AI allows marketers to quickly see what content is being read, subscriber health, and segmentation options.
AI can help email marketers improve their strategies by providing information related to past behavior. This technology will let you tell your subscribers you are listening to them, which will result in a higher retention rate.
How to Become an Email Marketing Manager
Email marketing is only one type of marketing. Therefore, it is important to be able to understand all aspects of marketing to make a successful email marketer. This marketing experience is usually gained by obtaining a degree in communications or marketing. It is possible to have some work experience in marketing and communications.
After you know the basics of marketing, it is time to learn how to market via email. You can do this by taking an email marketing class or courses. These classes can be taken online, at your local university, or through coaching sessions with marketers.
Next, find email marketing professionals and experts who are online, book authors, and well-known in the industry. Find their websites and buy their books. Subscribe to their blogs to receive the latest information on email marketing trends. Sign up for any online newsletters offered by marketers and you will be able to read every word whenever it reaches your inbox.
Join a professional association for marketers. Participate in meetings with marketers and exchange ideas to learn from them about the best practices for your email marketing. There are many professional associations and membership groups online that cater to email marketing professionals.
Another great place to learn how to be an email marketer is social media. Follow the top social media marketing and email marketing companies. Email marketers are open to sharing their experiences and offering advice. This helps other professionals learn from their mistakes and succeed.
Each year, continue to take at minimum one course or attend a seminar. Email marketing rules are constantly changing. These changes will help you stay on top of the latest developments in email marketing.
Where to Work
Many companies need the services of email marketers, but not all companies can afford their people. In addition to the technical skills needed to run a campaign, these professionals need to be adept at database management and have a thorough knowledge of the target audience. The job can either be done remotely or in an organization. The goal of an email marketing campaign is to drive the desired action, such as a sign-up, purchase, registration, or simply opening the email.
They may be involved in the planning and production of an email, but they will also collaborate with other team members to design and write the emails. These professionals can work with different departments to create a consistent, targeted approach to email marketing, which is essential in gaining traction with the audience.
Whether you’re an email marketing manager or an agency, this position is one of the most important roles in an organization. They manage a company’s email campaign, ensuring that it’s delivered to the right recipients. They also supervise the creative direction and execution of email campaigns. In short, they help to ensure the success of a brand’s efforts. However, this position requires a high level of technical expertise.
They can work in:
- Firms
- Industries
- Corporate Organizations
- Marketing Companies, etc
Email Marketing Manager Salary Scale
An email marketing manager makes between $75,000 and $85,000 per year, depending on the type of job and employer. An Email Marketing Director can expect to take home around $80,000 per year after taxes. This assumes a bi-monthly pay period. Metro-specific taxes are not included. This information is meant to provide an overview of the salary range for the position.
The average salary earned by an email marketing manager in the United States is $76,663. The typical additional cash payment for an Email Marketing Manager in the US is $11,535. The average total salary for an Email Marketing Manager in the US is $88,198. These salary estimates for email marketing managers are based upon responses from anonymous email marketing manager employees in the United States.
According to Payscale.com, the average salary of an Email Marketing Manager is $130,070 per year for women and $105,797 for men. This range covers a wide range, ranging from $15,291 to $407,344. In Boston, however, the median salary is just $10,000. The average is $70,000 for an Email Marketing Manager. This is a good starting point for a career in this field.