Email Marketing Job Description: Skills, Responsibilities, and Qualifications for Success in 2021
Email marketing is a digital marketing strategy designed to promote a business or organization through email correspondence. The success of an email marketing campaign heavily relies on the competence of an email marketing specialist. An email marketing specialist is responsible for developing and implementing email campaigns that enhance the customer experience and help the business reach its goals.
Skills Required for Email Marketing Job
The job of an email marketing specialist requires technical, analytical, and interpersonal skills. The following are the must-have skills for an email marketing job description:
1. Technical Skills
Technical proficiency is a crucial skill that an email marketing specialist must possess. The following are the technical skills an email marketing specialist should have:
a. HTML and CSS coding: The ability to create HTML and CSS codes is essential in developing email templates that are compatible across multiple email clients.
b. Knowledge of email marketing tools: An email marketing specialist must be familiar with email marketing tools such as Mailchimp, Campaign Monitor, or Constant Contact.
c. Understanding of email authentication protocols: Knowledge of email authentication protocols such as SPF, DKIM, and DMARC is necessary to ensure email deliverability and minimize the risk of email spoofing.
2. Analytical Skills
An email marketing specialist must have analytical skills that can help them evaluate the success of email campaigns and use data insights to optimize results. The following analytical skills are necessary for an email marketing specialist:
a. Ability to track and analyze email campaign metrics: An email marketing specialist must be able to track and analyze metrics such as open rates, click-through rates, and conversion rates.
b. Familiarity with Google Analytics: An email marketing specialist should have a basic understanding of Google Analytics to analyze email campaign performance from a website perspective.
3. Interpersonal Skills
An email marketing specialist must have excellent interpersonal skills to coordinate with cross-functional teams while creating and implementing email campaigns. The following are the necessary interpersonal skills for an email marketing specialist:
a. Excellent written communication skills: An email marketing specialist must be able to craft compelling email copy that aligns with brand messaging and resonates with the target audience.
b. Collaboration and teamwork: An email marketing specialist must work with multiple teams such as content writers, designers, and developers, and prioritize the timely delivery of campaigns.
Responsibilities of Email Marketing Job
An email marketing specialist’s responsibilities primarily focus on developing and executing effective email marketing campaigns. The following are the responsibilities an email marketing specialist should fulfill:
1. Email Campaign Development
An email marketing specialist is responsible for developing and creating effective email campaigns that align with the brand’s purpose. The email marketing specialist should also be able to gauge the target audience’s preferences and create email campaigns that resonate with them.
2. Email Campaign Execution
An email marketing specialist must execute email campaigns with precision and in a timely manner. This involves creating email calendars, segmenting email lists, and scheduling email campaigns.
3. Email Metrics Tracking and Analysis
An email marketing specialist must track and analyze email campaign metrics such as open rates, click-through rates, and conversion rates. They must also use data insights to optimize email campaigns and achieve set targets.
4. Email List Management
An email marketing specialist must ensure that email lists are clean and well-segmented. This involves removing inactive email addresses and ensuring that email subscribers receive campaigns that resonate with their interests.
Qualifications for Email Marketing Job
To qualify for an email marketing job, an individual should have the following qualifications:
1. Bachelor’s Degree: A Bachelor’s degree in marketing, communication, or a related field is necessary to ensure a foundation in marketing skills.
2. Email Marketing Certifications: An email marketing specialist should have certifications in email marketing tools such as Mailchimp or Constant Contact.
3. Marketing Experience: At least two years of marketing work experience is necessary, preferably in email marketing.
Successful email marketing requires a combination of technical, analytical, and interpersonal skills. An email marketing specialist must possess these skills to create and execute effective email campaigns that achieve business goals. Additionally, email marketing specialists should have qualifications such as a Bachelor’s degree, email marketing certifications, and marketing work experience.
Yes, while a Bachelor’s degree in marketing or communication is preferred, you can still become an email marketing specialist through experience and email marketing certifications.
Yes, knowledge of HTML coding is critical in developing email templates that are compatible across multiple email clients and devices.
The essential email campaign metrics to track include open rates, click-through rates, conversion rates, and bounce rates.
Familiarity with email marketing tools such as Mailchimp, Campaign Monitor, and Constant Contact is necessary to pursue an email marketing career.
Email list management involves ensuring that email lists are up to date, well-segmented, and clean. This ensures that email subscribers receive relevant content, improving email campaign performance.