Email Marketing Job Description

Email marketing lets you connect digitally with customers and potential customers alike, using emails to inform your target audience about products, services, and promotions for your business. It is the responsibility of email marketers to work with the marketing team to brainstorm promotions and find ways to raise brand awareness. 

Once you come up with a strategy, you write the copy and send the email to your target audience to further your relationship. Email marketing is part of a company’s online marketing strategy, which includes search engine optimization (SEO), pay-per-click (PPC), social media marketing, and more. The intent is to gain more of an online presence so that you can reach your target audience and offer them information and incentives to become clients or customers. 

Explore the details you might find in an email marketing job description to decide if this is a career path you want to pursue. 

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Google Digital Marketing & E-commerce

Get on the fast track to a career in digital marketing. In this certificate program, you’ll learn in-demand skills, and get AI training from Google experts. Learn at your own pace, no degree or experience required.

4.8

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930,890 already enrolled

Beginner level

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Average time: 6 month(s)

Learn at your own pace

Skills you'll build:

Search Engine Optimization (SEO), E-Commerce, Email Marketing, display advertising, Marketing, Customer Relationship Management (CRM), Portfolio preparation, Building customer loyalty, E-commerce store optimization, Job preparedness, Social Media Branding, Social Media Analytics, Social Listening, Customer Engagement, Social Media Bidding, Google, Search Engine Marketing, Customer Awareness, Website Structure, Email marketing analytics, Email Writing, Contact management, Email marketing strategy, Email list segmentation, E-Commerce Strategy, Seasonality, E-commerce platforms, Fulfillment and delivery, Customer loyalty, Customer Outreach, Marketing Analytics, Media planning and strategies, Spreadsheet management, Presenting to stakeholders, Digital marketing KPIs

What is email marketing?

Email marketing is a method of digital marketing where your business sends emails to a target audience with the intention of gaining new customers or clients by promoting their company and gaining an online following. It is an inexpensive way to build brand loyalty by reaching out to existing customers for repeat purchases and introducing your company, products, and services to potential customers. 

When you compare email marketing to other, more traditional strategies, such as print ads, email marketing saves money and time. It allows you to decide who you reach and how you reach them. You have the ability to target users on your email list by criteria, such as demographics, so you are sending them relevant emails, not an influx of information that will waste their time. It also offers an effective opportunity to connect with your audience and add a personal touch to the relationship. 

Types of email marketing roles

Email marketers have many responsibilities that differ according to a company’s marketing strategy. Many businesses have email marketers with specific titles working in different capacities to help their company achieve its marketing initiatives. Jobs in email marketing play an important part in the success of a business and give you a way to directly reach your audience and measure the results. To gain employment in an email marketing role, you’ll need a good mix of creative and technical skills. 

Some jobs you might consider under the umbrella of email marketing include:

• Email marketing specialist: In this role, your main purpose is to work on email campaigns by crafting emails, managing contact lists, and learning about your company’s target audience.

• CRM email marketing manager: As a customer relationship management (CRM) email marketing manager, you contribute to building relationships with customers to increase loyalty, which can help boost sales. 

• Campaign manager: In this job, you’ll develop, implement, and manage marketing and advertising campaigns and work with different teams, including sales, marketing, and advertising, to create campaign strategies that help the company reach its objectives. 

Email marketing duties and responsibilities 

The responsibilities of an email marketer encompass more than just crafting an email and pressing send. Your chief duty will be creating brand awareness and customer loyalty by forming relationships with customers, which can encourage them to purchase from your business. Daily tasks email marketers perform may also include: 

• Creating emails to match segmented groups

• Building and managing the email list

• Corresponding with customers through emails and resolving any issues they may have

• Measuring campaign results and writing reports on the findings

• Adhering to all email compliance guidelines

Essential skills for email marketing

While email marketing jobs require creativity and expertise in copywriting, it is part of the digital sector so technical proficiency is imperative to perform job duties. You should have extensive knowledge of email marketing platforms, such as Mailchimp, Sender, and HubSpot, and know which ones meet your business needs, as well as how to automate emails. Other useful skills include:

• Creating triggered campaigns

• Interpreting and analyzing data 

• Editing templates using HTML and CSS

• Cleaning up your email list and deleting inactive subscribers

• Segmenting campaign lists so they reach your demographic

• Using analytic skills to explain metrics

Qualifications and experience requirements

Many businesses prefer you have a bachelor’s degree. Marketing, communications, and digital media are helpful areas to major in. If you don’t have a bachelor’s degree, or even if you do, taking an online course in digital marketing provides specific skills and tools to help you as an email marketer, such as CSS and HTML coding and email automation systems. 

You might also consider completing an internship for practical knowledge and a chance to use your skills in real life. Some internships may even offer the opportunity to create your own campaigns, which you can then use to show potential employers your campaign with metrics. When applying for jobs when first starting out in this field, instead of focusing on salary, look for a position that will give you learning opportunities and allow you to grow. 

Example email marketing job description

Email marketing job descriptions vary, depending on the role and company. Each description usually includes an overview and then lists what the company is looking for in a candidate in terms of responsibilities, requirements or qualifications, and skills.

1. Responsibilities depend on the job title and can include creating and implementing campaigns, creating templates, copywriting, and proofreading all materials. More advanced duties might include executing A/B tests, email analysis, and reporting, and working on monthly reports. Many companies are looking for candidates who can work seamlessly with other teams, including marketing and sales, to meet the company’s objective.

2. Requirements can vary but usually include an understanding of database concepts, knowledge of email and data compliance regulations, proven experience working with email marketing lists and email platforms, and project management experience. If you don’t meet the requirements, consider taking a course from an online certification program in email marketing or marketing analytics. Many courses are available to choose from that will provide you with email marketing knowledge.

3. Skills that a successful email marketer should possess are more than just technical. You should also have good workplace skills such as creativity, attention to detail, problem-solving, people management, and communication. One of the most vital skills to have is excellent collaboration. Email marketers need to work well with other teams to ensure the campaigns meet all goals. The skills employers require change and grow as you advance in your career, becoming more extensive along the way. 

Industry variations in the email marketing role

According to a survey by Forbes Advisor, 81 percent of companies incorporate email into their marketing strategy, making it a significant need for most companies [1]. Email marketing techniques can be used in many industries, so be sure your email marketing strategy is tailored to meet the needs of your business. Some examples include:

• E-commerce: Send emails about new products, discounts, and personal recommendations to specific customers depending on their purchase history to encourage repeat customers.

• Health care: Use your email campaign to remind patients about upcoming appointments and follow-ups, announce new services, and send newsletters with health tips and resources.

• Technology and SaaS providers: Create a campaign that combines various email types, such as an educational email that also includes promotions. You can also reach potential customers using onboarding campaigns with welcoming emails and tutorials on products or services, product updates, trial expiration reminders, and drip campaigns to turn leads into paying customers.

• Finance: Reach clients via email regarding market updates, investment and savings suggestions, and personalized investment options. 

Career path and growth opportunities

If you are starting out as an entry-level email marketer, you have plenty of opportunities to advance within the field or switch to a related job. Email marketing jobs include specialists who are responsible for creating, implementing, and analyzing email campaigns. Email marketing managers who handle email strategies and the teams, and the senior level email marketing director, who contributes to the vision, direction, budget and campaigns. Other professional areas email marketers can further their career include content management, copywriting, social media marketing, and data analytics. 

Learn more about email marketing on Coursera

Email marketers are vital to a company’s mission to engage with their audience, develop relationships, and gain more customers by gaining trust and loyalty. Sharpen your digital marketing skills and use of data analysis with the Google Digital Marketing & E-commerce Professional Certificate. Or go deeper into marketing by earning your BSc in Marketing from the University of London on Coursera. 

professional certificate

Google Digital Marketing & E-commerce

Get on the fast track to a career in digital marketing. In this certificate program, you’ll learn in-demand skills, and get AI training from Google experts. Learn at your own pace, no degree or experience required.

4.8

(32,254 ratings)

930,890 already enrolled

Beginner level

Learn More

Average time: 6 month(s)

Learn at your own pace

Skills you'll build:

Search Engine Optimization (SEO), E-Commerce, Email Marketing, display advertising, Marketing, Customer Relationship Management (CRM), Portfolio preparation, Building customer loyalty, E-commerce store optimization, Job preparedness, Social Media Branding, Social Media Analytics, Social Listening, Customer Engagement, Social Media Bidding, Google, Search Engine Marketing, Customer Awareness, Website Structure, Email marketing analytics, Email Writing, Contact management, Email marketing strategy, Email list segmentation, E-Commerce Strategy, Seasonality, E-commerce platforms, Fulfillment and delivery, Customer loyalty, Customer Outreach, Marketing Analytics, Media planning and strategies, Spreadsheet management, Presenting to stakeholders, Digital marketing KPIs

Bachelor of Science in Marketing

University of London

DEGREE

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