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Key Responsibilities and Required Skills for Email Marketing Specialist

💰 $60,000 - $85,000

MarketingDigital MarketingEmail MarketingCRM

🎯 Role Definition

As our Email Marketing Specialist, you will be the architect and conductor of our most direct communication channel with our audience. This pivotal role involves more than just sending emails; you will own the entire email marketing lifecycle, from strategic planning and audience segmentation to creative development, A/B testing, and performance analysis. You are a storyteller, a data analyst, and a technical expert rolled into one, responsible for crafting compelling narratives that drive engagement, nurture leads, and foster customer loyalty. We're looking for a passionate marketer who can transform our email program into a powerful engine for business growth and build lasting relationships with our subscribers.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Coordinator
  • Digital Marketing Assistant
  • Content Creator / Copywriter

Advancement To:

  • Senior Email Marketing Specialist
  • Marketing Automation Manager
  • CRM Manager

Lateral Moves:

  • SEO/SEM Specialist
  • Content Marketing Manager
  • Digital Campaign Manager

Core Responsibilities

Primary Functions

  • Develop, manage, and execute comprehensive end-to-end email marketing campaigns, including ideation, copywriting, design collaboration, setup, testing, deployment, and post-campaign analysis.
  • Own and manage the email marketing calendar, ensuring a strategic and consistent cadence of communications that aligns with overall marketing objectives and product launches.
  • Implement sophisticated audience segmentation and personalization strategies to deliver highly relevant and targeted content that improves engagement and conversion rates.
  • Architect and build complex marketing automation workflows, including lead nurturing, customer onboarding, re-engagement campaigns, and other customer journey touchpoints.
  • Conduct rigorous A/B and multivariate testing on subject lines, email copy, calls-to-action (CTAs), send times, and design layouts to continuously optimize campaign performance.
  • Analyze campaign results and KPIs (Open Rates, CTR, Conversion Rates, Unsubscribes), generating detailed reports and dashboards with actionable insights for key stakeholders.
  • Maintain the health and integrity of our email database through regular list hygiene, data cleansing, and subscription management practices to ensure high deliverability rates.
  • Write compelling, on-brand email copy that captures attention, educates our audience, and drives desired actions, from click-throughs to purchases.
  • Collaborate closely with cross-functional teams, including design, content, product, and sales, to ensure cohesive and integrated marketing messaging across all channels.
  • Ensure all email campaigns and data practices are in strict compliance with legal regulations such as CAN-SPAM, GDPR, and CCPA.
  • Stay at the forefront of email marketing trends, best practices, and emerging technologies to identify new opportunities for innovation and growth.
  • Troubleshoot technical issues related to HTML/CSS rendering in different email clients, as well as problems with list segmentation and automation logic.
  • Manage and optimize transactional emails (e.g., order confirmations, password resets) to enhance the overall customer experience and brand consistency.
  • Utilize dynamic content and advanced personalization tokens to create a one-to-one communication experience for subscribers at scale.
  • Report directly on the revenue and ROI generated from email marketing initiatives, clearly demonstrating the channel's impact on bottom-line business goals.
  • Develop and manage a robust testing roadmap to ensure we are always learning and improving our approach to email communication.
  • Partner with the data analytics team to define tracking requirements and ensure accurate measurement of email’s influence throughout the customer funnel.
  • Create and maintain thorough documentation for all email processes, workflows, and test results to build a knowledge base for the marketing team.
  • Manage SMS and/or push notification campaigns as part of a holistic CRM strategy, ensuring a seamless multi-channel messaging experience.
  • Conduct regular competitive analysis to monitor the email strategies of industry players and identify opportunities for differentiation and improvement.

Secondary Functions

  • Support ad-hoc data requests and exploratory data analysis related to customer behavior and segmentation.
  • Contribute to the organization's broader CRM and data strategy discussions and roadmap planning.
  • Collaborate with business units to translate marketing and communication needs into technical requirements for the automation platform.
  • Participate in sprint planning and agile ceremonies within the broader marketing team to ensure alignment and timely execution.

Required Skills & Competencies

Hard Skills (Technical)

  • Marketing Automation & ESP Proficiency: Deep, hands-on experience with major platforms such as HubSpot, Marketo, Salesforce Marketing Cloud, Klaviyo, or Mailchimp.
  • HTML/CSS for Email: The ability to code responsive email templates from scratch and troubleshoot rendering issues across various email clients (e.g., Outlook, Gmail, Apple Mail).
  • Data Analysis & Reporting: Strong analytical skills to interpret campaign data, use tools like Google Analytics, and create insightful reports that drive strategic decisions.
  • A/B Testing & Optimization: Proven experience designing, executing, and analyzing A/B and multivariate tests to improve key email metrics.
  • Audience Segmentation: Expertise in slicing and dicing customer lists based on demographic, behavioral, and psychographic data to create targeted campaigns.
  • CRM Integration: Understanding of how to integrate marketing automation platforms with CRM systems (like Salesforce) for seamless data flow and lead management.
  • Deliverability Management: Knowledge of email authentication (SPF, DKIM, DMARC), sender reputation, and best practices for avoiding spam filters and maintaining list health.
  • Copywriting: Exceptional writing and editing skills with a focus on crafting compelling subject lines and body copy that converts.

Soft Skills

  • Detail-Oriented: An eagle eye for detail is critical to catch typos, broken links, and rendering errors before an email reaches thousands of inboxes.
  • Analytical Mindset: A natural curiosity to dig into campaign data, uncover "the why" behind the numbers, and translate insights into strategic action.
  • Creative Problem-Solving: The ability to think outside the box to troubleshoot technical issues or develop innovative campaign concepts.
  • Project Management: Excellent organizational skills to manage a busy email calendar, juggle multiple projects, and meet tight deadlines.
  • Collaboration & Communication: The ability to work effectively with designers, writers, and other stakeholders, and to clearly articulate campaign strategy and results.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's Degree in a relevant field.

Preferred Education:

  • Bachelor's Degree with a focus on Marketing or Digital Communications.
  • Certifications in specific marketing automation platforms (e.g., HubSpot Certified, Marketo Certified Expert).

Relevant Fields of Study:

  • Marketing
  • Communications
  • Business Administration
  • Journalism

Experience Requirements

Typical Experience Range:

  • 2-5 years of direct, hands-on experience in an email marketing or marketing automation role.

Preferred:

  • Experience in an e-commerce, SaaS, or B2B marketing environment.
  • A portfolio of successful email campaigns that demonstrates an ability to drive measurable results.
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