Email marketing manager: how to become the best one

Email marketing manager: how to become the best one

E-mail Marketer is a specialist in the Internet marketing team, whose main task is to create mailing lists to users’ addresses to increase the customer base. The profession is suitable for those who are interested in psychology and computer science.

A successful E-mail marketer must master such marketing techniques as:

  • base building;
  • analytics;
  • testing;
  • content;
  • integration.

In the age of digital technology, the success of business projects depends on the promotion of the site, and the constant flow of clients. E-mail marketing allows you to build a long and trusting relationship with subscribers, and this contributes to constant feedback from customers and resale.

According to statistics, E-mail marketing is a highly effective tool that takes 1st place in profitability among other tools of internet marketing – SMM, SEO, Direct Marketing, banner advertising, etc.

The statistics also says:

  • 25% of sales in online stores are made through email mailings;
  • 95% of internet users use email;
  • 91% of users check their email daily.

What kind of knowledge should an email marketing manager have?

A good email marketing manager is a precious alloy, an omni specialist who must be versatilely trained. It has a bit of IT geek, analyst, creative, and entrepreneur.

1. Knowledge of services and tools.

You need to understand how mailing lists are organized and which services are more suitable for the tasks. For example, where it is better to create chains of emails and where to verify databases, where conditions are more advantageous and where the functionality is wider.

2. Good taste

Some employers are looking for mailing list authors rather than marketers. They need skilled writers/editors who feel the target audience and can create compelling content. Technology has been overtaken by technology.

Email marketers need design thinking, understanding UX basics – to create e-mails that are pleasant and easy to interact with.

3. Technical issues

It will not be superfluous to understand the layout and programming. The ability to analyze, understand the issues of mail delivery, and the work of different e-mail clients and servers. You may not know thoroughly HTML and CSS, but you need to be able to intelligently set tasks maker or programmer to get the desired result.

4. Skills of a project manager

Email Marketer always works in conjunction with several departments and divisions: IT, marketing, sales, call-center (telemarketing). You need to be able to plan time, your own, and other employees, motivate and inspire, present and persuade.

5. Interest in Digital

What’s relevant now, could become irrevocably outdated in six months. What units have today, everyone will have tomorrow. It is necessary to keep a hand on a pulse: to trace and introduce new technologies, to look that works at competitors, in time to correct tactics and strategy of e-mail-marketing according to a situation.

What does an email marketing manager do?

1. Develops a strategy

The strategy should describe all the key points, from campaign types and mailing frequencies to how to measure effectiveness. The first versions are unlikely to be perfect, this is normal. Over time, important principles will crystallize; the strategy will become logical, accurate, and working.

2. Maintains a schedule.

It’s important to think ahead. The email marketing manager will need a calendar with dates of mailings, product releases, launches of new mechanics, deadlines for material preparation.

3. He understands the rules.

Email marketing specialist takes care of the brand’s karma, works for the future. He complies with the advertising law and the internal guidelines. He remembers the rules set by the postal services. He follows all the recommendations so that mailings do not get into spam.

4. He writes.

You don’t have to be a writer. But understanding what a productive text should be, the ability to clearly and effectively convey the message, edit, and give comments to copywriters will play a good role.

5. Creates a design

Design thinking, a well-trained and sensitive design look is important. They help to find a balance between the beauty of writing and its function, readability, and efficiency in terms of conversion.

6. Tests.

To understand how mailing lists work, an email marketer studies them: builds models and tests hypotheses. He is a tireless researcher who believes in the harmony of statistics.

7. Analyzes.

The Email Marketer knows why he does what he does. Analytics helps him to see and show others the results of his work, track the dynamics, understand what needs to be changed in the next email to make it work even better.

What does a smart email marketer do?

Email messaging is, without a doubt, the most effective tool of modern marketing. And they are not fairy tales. The Direct Marketing Association has conducted research and found that the return on investment for promoting products and services through email marketing is 41:1. This is twice as high as other approaches to marketing.

Marketers know about it, and what do they do? They break the rules of the game without first studying them. 

So what does a smart email marketing specialist do?

1. He asks permission to communicate.

And never! Remember, never buys a customer base, but collects yours through a simple subscription form. What’s more, he always offers the customer to unsubscribe from the mailing list if it has become irrelevant to him.

2. Sets SMART goals

Before you start your mailing list, a smart email marketer sets specific goals. He asks himself what he wants to achieve by sending a letter or series of emails. Sell a product, promote a new service, invite readers to an event, etc. For the record, SMART is an acronym that stands for: S (Specific) – Specific M (Measurable) – Measurable A (Achievable) – Relevant R (Relevant) – Time-bound.

3. Addresses the individual, not the mass.

Email is a channel for communication between a person and a person, not some abstract brand or mass of subscribers. That’s why a smart email marketing specialist appeals to his subscribers by name. Remember, as Dale Carnegie used to say: “A person’s name is the sweetest and most important sound, in any language”. That goes for the letter, too.

4. Doesn’t clutter the mail with daily messages.

Always warns about what and when he will write, and of course he keeps his promises. Gives its subscribers only the information they subscribe to and want to receive. Of course, there are exceptions. It is necessary to urgently inform about important news or action, for example.

5. Be attentive to your audience.

A clever email marketer will always ask the reader what he is interested in and what he expects in future newsletters. He will conduct a survey, and in case of complaints, he will personally send an apology letter.

6. Use only one call to action in each letter.

Remember the SMART targets? Well, every e-mail fulfills a certain purpose, so less water, unnecessary elements, and words. The reader who opens your email should immediately understand what they want from him: to participate in the promotion, buy a product, use a new service, or order a test drive.

Where to look for email marketing jobs?

We suggest these platforms look for part-time or freelance email marketing jobs:

  • Indeed
  • Glassdoor
  • LinkedIn
  • Upwork
  • Toptal

Email marketing specialist salary

As of May 2020, the average annual pay for an Email Marketing Specialist in the United States is $54,037 a year.

While the annual salaries get as high as $86,500 and as low as $20,500, the majority of email marketing manager salaries currently range between $43,500 (25th percentile) to $63,500 (75th percentile) across the United States. The average pay range for an Email Marketing Specialist varies little (about $20,000), which suggests that regardless of location, there are not many opportunities for increased pay or advancement, even with several years of experience.


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