Career Development

What Does an Email Marketing Manager Do?

Find out what an email marketing manager does, how to get this job, and what it takes to succeed as an email marketing manager.

Email marketing managers are responsible for creating and managing email campaigns. They create content, design templates, schedule emails to be sent at specific times, and monitor the results of their efforts.

Email marketing is a specialized form of marketing that relies on electronic messages to reach an audience. Email marketing managers use this channel to promote products or services, build brand awareness, or encourage customer loyalty.

Email Marketing Manager Job Duties

Email marketing managers typically have a wide range of responsibilities, which can include:

  • Managing email campaigns including writing and sending emails and tracking their performance
  • Reviewing data such as open rates, clickthrough rates, unsubscribes, spam reports, and complaint rates to identify areas for improvement in future campaigns
  • Creating email campaigns using email marketing software, such as Campaign Monitor or MailChimp
  • Conducting research on target audiences, including their interests and purchasing habits
  • Collaborating with designers to create attractive templates for emails that comply with regulations regarding email marketing
  • Writing and sending emails that promote products or services to existing customers or potential customers
  • Managing email lists by removing outdated addresses and adding new ones according to campaign needs
  • Analyzing data to determine the effectiveness of email campaigns and identify opportunities for improvement
  • Developing strategies to increase engagement with subscribers including regularly sending out newsletters or special offers

Email Marketing Manager Salary & Outlook

Email marketing manager salaries vary depending on their level of education, years of experience, and the size and industry of the company. They may also earn additional compensation in the form of bonuses or commissions.

  • Median Annual Salary: $85,000 ($40.87/hour)
  • Top 10% Annual Salary: $125,000 ($60.1/hour)

The employment of email marketing managers is expected to grow much faster than average over the next decade.

As online and mobile commerce continues to grow, email marketing will remain a popular way for companies to communicate with customers. Email marketing also will be used more frequently by companies in other industries, such as healthcare and retail, to communicate with customers.

Email Marketing Manager Job Requirements

A few of the qualifications that are often looked for in an email marketing manager include:

Education: Email marketing managers typically need a bachelor’s degree in marketing, communications or a related field. Some employers prefer candidates who have a master’s degree in marketing or business administration.

Training & Experience: Email marketing managers typically receive on-the-job training to learn the specific software and processes of their role. Training may last for a few weeks to a month, depending on the company and the role’s responsibilities. Email marketing managers who have previous experience in marketing or a related role may receive shorter training periods.

Certifications & Licenses: Email marketing managers don’t need a certification or license to work. However, some companies may prefer or even require a specific certification.

Email Marketing Manager Skills

Email marketing managers need the following skills in order to be successful:

Email marketing strategy: Email marketing strategy involves creating a plan for how your company will use email to communicate with customers. This might include deciding which types of emails to send, what types of offers to include, what types of subject lines to use and how often to send emails. Email marketing strategy also involves deciding which types of data to collect from customers, such as their names, email addresses, demographic information and purchasing histories.

Marketing automation: Marketing automation is the process by which email marketing managers create automated messages based on user actions. For example, if a user opens an email but doesn’t click on any links, the marketing automation might send a follow-up email with a call-to-action to encourage the user to complete the intended action. Email marketing managers need to understand marketing automation to create effective campaigns.

Data analysis: Email marketing managers use data analysis to determine the success of their campaigns. They may use data to determine which campaigns are generating the most revenue or which campaigns are generating the most engagement. They may also use data to determine which types of emails are most effective and which types of content their audience prefers.

Project management: As a marketing manager, you may be responsible for planning and executing an entire marketing campaign. This may include managing a team of people, including copywriters, graphic designers and web developers. Effective project management skills can help you to organize and prioritize tasks, delegate responsibilities and track the progress of each project.

Communication: Email marketing managers often communicate with other marketing team members, sales representatives and clients. Effective communication is crucial to ensure everyone understands each other and the email marketing manager’s ideas are clearly conveyed. Email marketing managers should also communicate with their team to ensure everyone is on the same page and the team is working together effectively.

Email Marketing Manager Work Environment

The email marketing manager work environment is typically an office setting. The manager may work long hours to meet deadlines and may have to travel to meet with clients or attend conferences. The work can be stressful at times, but the email marketing manager typically has a good amount of control over his or her work. The manager may work independently or as part of a team. The email marketing manager typically reports to a marketing director or other senior manager.

Email Marketing Manager Trends

Here are three trends influencing how email marketing managers work. Email marketing managers will need to stay up-to-date on these developments to keep their skills relevant and maintain a competitive advantage in the workplace.

The Growth of Marketing Automation

The growth of marketing automation is a trend that is quickly changing the way businesses market their products and services. By using automated systems, businesses can more effectively target potential customers and deliver personalized messages that are more likely to be read.

As marketing automation becomes more popular, email marketers will need to learn how to use these systems in order to stay competitive. They will also need to be able to create effective campaigns that utilize data-driven insights to reach the right people.

More Focus on Personalization

Email marketing is an increasingly important tool for businesses looking to connect with their customers. This is because it allows businesses to communicate directly with their customers and provide them with information that is relevant to them.

As email marketing becomes more popular, businesses will focus on personalizing their emails in order to make them more effective. This means that email marketing managers will need to be familiar with techniques for creating targeted content that resonates with their audience.

A Greater Emphasis on ROI

As businesses become more reliant on email marketing, they are beginning to place a greater emphasis on ROI. This means that email marketing managers will need to be able to prove that their campaigns are successful in order to keep their jobs.

In order to be successful in this new environment, email marketing managers will need to be able to track the success of their campaigns and understand what makes them work. They will also need to be able to adapt their campaigns to meet the needs of their customers.

How to Become an Email Marketing Manager

Email marketing managers have a lot of responsibility on their shoulders. They need to be able to create and execute email campaigns that will drive results for the company. This means they need to know how to write compelling copy, design emails that are eye-catching and effective, and understand what types of offers will appeal to different audiences.

They also need to be able to measure the success of their campaigns so they can see which ones are working and which ones aren’t. This requires a good understanding of analytics and statistics. And finally, they need to be able to come up with new ideas for campaigns that will keep subscribers engaged and interested in what the company has to offer.

All of this requires a strong knowledge of marketing and advertising principles, as well as an understanding of the digital landscape. Email marketing managers need to be able to stay up-to-date on the latest trends and developments in the industry.

Related: How to Write an Email Marketing Manager Resume

Advancement Prospects

Email marketing managers typically start out in entry-level positions, such as email marketing assistant or email marketing coordinator. With experience, they can move up to email marketing specialist, email marketing manager, or director of email marketing. Those who are especially creative and have a strong understanding of marketing may become chief marketing officers (CMOs).

Email Marketing Manager Job Description Example

At [CompanyX], we’re looking for an Email Marketing Manager to join our team and help us continue to grow our business. The ideal candidate will have experience managing email marketing campaigns, developing email marketing strategies, and segmenting email lists. He/she will be responsible for developing and executing email marketing plans, managing email databases, and analyzing email campaign results. The Email Marketing Manager will also be responsible for staying up-to-date on email marketing trends and best practices.

Duties & Responsibilities

  • Develop and execute email marketing campaigns from start to finish, including but not limited to planning, writing copy, designing HTML emails, building lists, segmenting audiences, scheduling sends, analyzing results, and making optimization recommendations
  • Serve as the primary point of contact for all things related to email marketing, including but not limited to vendor management, deliverability issues, technical problems, and subscriber questions
  • Maintain a deep understanding of email marketing best practices, including CAN-SPAM compliance, deliverability, list hygiene, and permission-based emailing
  • Continuously grow and maintain email subscribers by developing creative ways to increase opt-ins and reduce unsubscribes
  • Analyze campaign performance data and make recommendations for improvement on a regular basis
  • A/B test email subject lines, content, send times, and other elements to improve open rates, click-through rates, and conversions
  • Stay up-to-date on the latest industry trends and developments and share insights with the team on a regular basis
  • Collaborate with other members of the marketing team to ensure that email campaigns are aligned with overall marketing objectives
  • Write compelling copy that engages subscribers and drives conversions
  • Design HTML email templates that are both visually appealing and mobile-responsive
  • Manage email database, including importing, exporting, and segmenting subscribers
  • Handle subscriber questions and concerns in a timely and professional manner

Required Skills and Qualifications

  • Bachelor’s degree in marketing, communications, or related field
  • 3-5 years professional experience in email marketing or similar role
  • Exceptional writing, editing, and proofreading skills
  • Experience with HTML and CSS
  • Experience using email marketing software, including MailChimp, Constant Contact, or similar
  • Proficient in Microsoft Office, with aptitude to learn new software and systems

Preferred Skills and Qualifications

  • Working knowledge of Photoshop, Illustrator, or other design software
  • Experience with web analytics tools, such as Google Analytics
  • Experience developing and managing budgets
  • Project management experience

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