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