Email Marketing Specialist Job Description - Qualifications, Requirements & Salary Data | Digital Media Jobs

Email Marketing Specialist Job Description

What is Email Marketing? Email Marketing involves sending a commercial message to a mass target audience, typically attempting to get that audience to purchase a product or service.

Email marketing has become a critical part of the modern online marketing funnel, as there are many benefits to running successful email marketing campaigns, including cheaper acquisition costs, better data and statistics (including specific ROI calculations), and much higher rates of responses and sales than what can be accomplished via traditional mailers. 

What Do Email Marketers Do?

Email Marketers typically focus on customer engagement and retention tasks, as email campaigns are perfect for these types of opportunities, and email marketers can expect to handle all sorts of different tasks, from interpreting data to testing creative to tracking analytics to measure the performance of their efforts.

All email marketing jobs will require developing successful engagement strategies and learning how to time deployments strategically to increase open rates, purchases and lead generation. 

Other important responsibilities for Email Marketing Specialists include learning how to identify target audiences, either by building or purchasing subscriber lists that match the consumer target, and then crafting messaging points that are custom-tailored to specific segments of the targeted users in order to increase performance.

Email Marketers can expect to spend a significant portion of their time at work collaborating with clients and colleagues to create dynamic, compelling content, as well as A/B or split-testing the effective of particular templates, Unique Value Propositions and Calls to Action to determine which generate the best response rates.

Keep in mind that email marketing tasks aren't just limited to writing copy, as the process incorporates managing a variety of visual assets such as digital display and interactive media (moving images, video, etc.), written content, HTML code and more.

Email Marketing is Complicated

High-quality, well-performing email campaigns typically require a sophisticated creative strategy that seamlessly blends graphics and copy together to influence customer engagement and generate opens, clicks and sales.

Email campaign management also includes seeing the campaign all the way through to completion and planning for the next drop, including analyzing the results of your previous mailer, highlighting key performance indicators, interpreting what worked and didn't work, as well as what needs to be done for the next release.

If you're a detail-oriented person who is interested in designing integrated multi-media communications, testing different marketing strategies via A/B or even multivariate tests, then analyzing response rates, sales and other performance data to make updates based on results, you'd probably be a good fit for an email marketing role.

Email Marketing Specialist Qualifications

Typical Education Requirements:

  • A./B.S. in Marketing, Business, Graphic Design, Web Design. Communications, or related field

Email Marketing jobs typically require at least an undergraduate degree in a related field of marketing, business, graphic design, web design or communications, as employers typically look for a candidate that is familiar with traditional marketing concepts, but who is also digitally savvy.

Preferred Skills:

  • Interface Design
  • Attention to detail
  • Conceptual skills
  • Content writing
  • Creative thinking
  • Ability to work in a fast-paced environment
  • Proficiency in HTML, CSS, JavaScript, and other typical coding languages
  • Experience with major email marketing service providers, like Mailchimp, Hubspot, Klaviyo, etc.

Content writing and creative thinking consume a considerable amount of an Email Marketing Specialist’s daily duties. Highly-qualified candidates should also be familiar with technical skills as they may be differentiaters to employers.

Communication skills are also important for Email Marketing careers. Whether applying to be an Email Marketing Manager or entry-level specialist, an important part of the job is coordinating and communicating effectively with clients, marketing reps and creative teams on a daily basis.  

Email Marketing Specialist Career Outlook

Though The U.S. Bureau of Labor Statistics (BLS) does not collect statistics specifically for email marketing, marketing managers are projected to increase 10% “Faster than average”, meaning job growth from 2016-2026 is expected to be substantial, especially as more and more brands seek to increase online exposure for their products and services.

Email has also become the gold-standard for corporate and even advertising communications, so the odds of opportunities to pursue this career drying up are incredibly unlikely.

Global email users amounted to 3.7 billion people in 2017, and that number is expected to increase to 4.1 billion in 2021. To put that number in perspective, it represents half the human population of the entire planet.

Marketers are no stranger to this statistic either, as the popular email marketing platform Mailigen reports that 89% of marketers use email as their primary strategy for lead generation.

Email Marketing Specialist Salary Expectations

PayScale (2017) reported a median salary of $64,880 for email marketing managers.

Find the Perfect Email Marketing Job!

Now that you know what it’s like to be an Email Marketing Specialist, find your dream role in Email Marketing at Digital Media Jobs!

Visit our Job Listings page to find positions available near you!

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Google Display Network (GDN) GDN is Google’s ad network of AdSense publishers, accessible via Google Ads (formerly AdWords). GDN is one of the largest, easiest, but simplest ad exchanges, making it a good choice for those who are new to the industry, or who only want to run basic programmatic marketing campaigns. Experienced Programmatic Traders will typically avoid GDN since its options are limited, however, compared to more modern DSPs. Demand Side Platforms (DSPs)   DSPs offer advertisers access to a wide collection of the available display, video, native and mobile inventory in real-time. In addition, many DSPs offer more advanced programmatic advertising technology, such as geofencing and IP address targeting capabilities, as well as access to a large bank of third-party data providers. Leading DSPs examples include The Trade Desk and DV360. Typically, DSPs are a better option for more advanced campaigns with restrictive or specific targets. GDN vs DSPs GDN has basic audience and content targeting capabilities, but the DSPs have additional targeting capabilities and sophisticated optimization tools. With more targeting options, advertisers using DSPs are typically better able to reach the exact group of people who will respond to their marketing efforts, making DSPs more effective than GDN. GDN isn’t bad though, it’s just better for small advertisers with limited budgets, while DSPs are best for large advertisers who require advanced targeting capabilities and greater reach. Using GDN & a DSP Simultaneously One thing virtually all programmatic trading experts agree on is that it’s best to NOT use both a GDN and a DSP simultaneously, as there are problems to running both systems at the same time, including: Inability to Control Frequency Capping – When running both GDN and a DSP, it becomes impossible to effectively control frequency capping, which can be a big problem as this is an effective way to reduce waste, avoid audience burnout and negative brand associations related to over-exposure. With a single DSP, it’s possible to cap frequencies, but with more than one DSP, or a DSP & GDN, frequency cannot be easily controlled. Multiple Bids on the Same Impression – DSPs participate in auctions for placements, and the highest bid wins each impression. 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When determining which platform will work best for you, you’ll have to review the differences outlined above, weighing the pros and cons, and deciding which system is in your best interest. But when it comes to deciding between running on the GDN vs. DSPs, typically, DSPs will win out thanks to their more-modern, more-sophisticated targeting, optimization and reporting capabilities.
What is Lead Scoring and How Does it Work? When it comes to acquiring new customers, most businesses focus all their time, money, and effort on one of two processes: acquiring leads or nurturing leads. Tons of resources are poured into lead generation activities (e.g., marketing, advertising, blogging, etc.) or lead nurturing activities (e.g., sales calls, email follow up sequences, etc.). In other words, most businesses either focus on what happens before someone becomes a lead or what happens after they become a lead, but what about the process in the middle? Many marketers and even businesses don’t even know that lead scoring exists, which means that the process of selecting which leads to pursue, and which to ignore, often goes overlooked entirely. For businesses that get very few leads, this is fine. However, businesses getting hundreds or even thousands of leads per day need to have a process in place that allows the sales team to prioritize which leads to pursue. 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If you’re looking for ways to increase lead conversion rates, improve sales rep productivity, save time and money, and improve profits, then you need to look into lead scoring! About The Author Darden Faulkner is a freelance writer and product reviewer living and working in Irvine, CA. He enjoys long walks on the beach, learning everything he can about Google products, and has just discovered Twitter!  Follow him over on Twitter  for the latest life updates
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