An Email Marketing Specialist writes engaging copy used in email marketing campaigns and programs. Depending on the size of the agency or company, the Email Marketer may also be responsible for developing the email campaign strategy and tactics to deliver persuasive messages.
When posting for an Email Marketing Specialist, many companies may use job titles such as Email Marketing Manager, Digital Content Writer (Email), or Lead Email Content Marketer.
What does an Email Marketing Specialist do, typically?
Builds and manages email campaigns
An Email Marketer works cross-functionally to develop strategy and write copy for email campaigns that onboard, engage, and retain potential and current customers.
Understands the customer lifecycle
An Email Marketer understands email marketing concepts and metrics pertaining to customer segments, customer engagement, and the customer journey.
Measures results to evaluate and optimize campaigns
An Email Marketing Specialist identifies opportunities for continual improvement in email and other digital marketing efforts.
An Email Marketing Specialist is not:
A Direct Mail Marketer
An Email Marketer creates original content that will engage customers through email. A Direct Mail Marketer creates messages for what might be called “traditional” marketing strategies delivered to a mailbox—postcards, coupons, special offers, advertising circulars, catalogs, etc.
A Social Media Marketer
An Email Marketer creates original content that will engage customers through email. A Social Media Marketer creates messages to engage customers through social platforms—Facebook, Twitter, Instagram, YouTube, Pinterest, Snapchat, etc.
Important Metrics for an Email Marketer
Email Marketers track metrics to measure the effectiveness of their email campaign strategies and tactics. These metrics include:
- click through rate
- conversion rate
- bounce rate
- list growth
- sharing/forwarding
- ROI
