What Does an Email Marketing Manager Do?: Roles and Responsibilities

What is Email Marketing?

Email marketing is a potent advertising medium that uses email for advertising the goods or services offered by your business. Email marketing is a type of marketing strategy that includes digital marketing. Incorporating it into your online marketing initiatives can benefit in informing your clients about your most recent products or deals. Through various marketing emails, it can also be extremely important in your overall marketing strategy for generating leads, brand awareness, relationship management, and consumer engagement between transactions.

Email marketing is a subset of online marketing, which includes digital marketing through webpages, social networking sites, blogging, and other channels. Email marketing might include mailings with company updates, sales incentives, and subscriber-only offers.

How Important is Email Marketing in Today's World? 

Email marketing is crucial to any effective digital marketing strategy because it enables companies to interact with their customers and develop long-lasting bonds that boost revenue and brand loyalty. In today's age, where digital communication is the standard, email marketing is more significant than ever. Some of the important features of email marketing are as follows:

1. Email marketing gives businesses a direct channel of connection with their potential customers. With the general population opening their mailbox numerous times daily, email is a highly efficient way to directly engage your current and new consumers.
2. Most email marketing platforms allow you to keep tabs on what happens once your email campaign has been executed. Distribution, bounce, unsubscribe, click-through, and engagement rates can all be monitored. This helps you comprehend how effective your email marketing is.
3. Email marketing is a low-cost method of promoting your company. Email marketing is quite cost-effective compared to other marketing mediums such as print, television, or radio. This implies that even tiny businesses with restricted financial resources can develop successful email campaigns that provide desired results.
4. Email marketing is an excellent approach to enhancing customer loyalty and trust. You can position yourself as an authority in your profession and develop a rapport of credibility with your customers by regularly giving good information to your email subscribers.
5. With email marketing, you can use a variety of mediums to convey your message. You have the option to utilize text, photographs, videos, gifs, or linked information in any format you see ideal for your business.

Who is a Email Marketing Manager?

A company's email marketing strategy is planned, developed, and carried out by email marketing managers. They help increase user conversion rates and income while helping to understand potential customers. The importance of an email marketing manager has increased with the rise of inbound recruiting and digital marketing. Managers are the individuals who are in the front rows. They play up to their titles by handling the email newsletter, reviewing customer reviews, and coordinating a brand's marketing initiatives.

They are masters in the use of email communications and create marketing plans and distribution networks to carry out operations that effectively engage with customers and eventually generate revenue. They will also collaborate with content writers and website designers to provide guidance.

Simply put, an email marketing manager does all the necessary tasks to ensure the effectiveness of an email campaign and the business as a whole. The specific duties will vary depending on the manager's areas of expertise and the business's organizational structure.

What Does an Email Marketer Do? 

Email Marketing Managers are responsible for tasks such as newsletter subscriptions and landing page visitors. The email marketing manager generally manages email replies and contributes to the complete cleaning or updating of the email lead databases at the completion of each campaign. 

The emails they create should be based on a plan targeting a key demographic. They should also develop a plan for how and when the advert will be distributed and what content will be effective. The Email Marketing Manager's primary responsibility is to increase the number of people visiting their business or product sales. Another aspect of their role could be developing long-term client relationships or brand recognition to boost sales over time.

The email marketing manager collaborates with a range of specialists within a business in their effort to create and send the ideal email, including:

• Marketing Director
• Web Designers for Corporate Leadership
• Analysts and Graphic Designer
• Managers of Different Content
• Heads of Department
• Independent Contractor

Email marketers must be patient enough to experiment and try, like the opening sentence or determine whether the mail must be tailored in any way. Any of these factors may impact the open email rate. The Email Marketing Manager should also be mostly fixated on the open rate. Also, managers must be aware of factors like the optimal time of the day for sending an email and whether short subject lines are preferable to longer ones. The fact that these variables could vary depending on the audience makes the job extra harder.

Email Marketing Manager Job Description

You will be in charge of organizing and creating a comprehensive email marketing strategy in your capacity as an email marketing manager. You'll be in charge of directing your team, overseeing the plan, and ensuring the company's objectives are achieved. You will be functioning with cutting-edge marketing technology in partnership with several other departments in sales and marketing. An email marketing manager oversees the entire email marketing strategy, including copywriting, email database management, creating weekly customer newsletters, and other tasks. 

In order to determine the most effective methods for targeting user groups and creating the email content they require, this person will work collaboratively with the marketing and sales teams, especially management. The ideal applicant will cooperate across departments to deliver a successful email marketing plan that meets business goals in the most productive and cost-effective way possible. 

Duties and Responsibilities 

The major day-to-day duties and responsibilities of an email marketing manager include the following:

• Organize and create a comprehensive email marketing strategy
• Make a variety of email campaigns and lists
• Design a variety of CTAs and email templates
• Test each campaign's effectiveness
• Choose KPIs for email marketing
• Weekly report creation and presentation
• Create a lead generation plan
• Make intelligent email lists
• Increasing the number of email subscriptions
• Evaluate data to gain insightful knowledge
• Provide suggestions for improvement
• Create a weekly newsletter
• Create and maintain email template designs that use graphics, illustrations, customization, and advanced features
• Sort lists depending on criteria such as previous email interactivity and website usage
• Provide project documents and action plans for A/B tests and email-friendly promotions
• Maintain a database of emails
• Enhance email deliveries by creating customized calls-to-action, integrated images, and other enhanced tools
• Consistently adhere to privacy and industry guidelines when sending emails
• Monitor and track email marketing initiatives and their performance; analyze ROI data to increase efficiency and effectiveness and establish a framework
• To foster enduring relationships and eliminate unsubscribes, make sure you communicate with clients promptly, accurately, and without mistakes

Requirements: Qualifications and Skills

The qualifications and requirements needed for the email marketing manager position include the following: 

• A Bachelor's or Master's degree in marketing or a closely related field
• 3+ years of work experience in online marketing, email marketing, or advanced analytics, particularly in a specialized field
• Qualifications or experience with email marketing software
• Ability to monitor, evaluate, and present email marketing strategy performance to calculate ROI
• Sufficient expertise in content management solutions and marketing automation
• Solid knowledge of the sales cycle
• Excellent understanding of brand communication, including advertisements, campaigns, promotions, brand recognition, and internet marketing
• HTML expertise is preferred
• Customer relationship management knowledge
• Understanding of current trends in digital marketing
• Having knowledge of email automation tools
• Self-starter with a track record of pursuing accomplishments that are driven by deadlines

The general skills required to become an effective email marketing manager include the following:

• Marketing savvy: They must know the language that will appeal to audiences
• Pay close attention to every detail to ensure that there aren't any errors in the content
• Proficiency in writing, particularly if they are creating the email or weekly newsletter
• Analytical mind: They should be able to collect and analyze data and determine what worked and what didn't
• Having knowledge of industry standards or compliance regulations
• Knowledge of SEO or SEM
• Knowledge of a multitude of analytical techniques
• Superior communication abilities
• Organizing abilities for project management
• Software savvy, including in data analytics
• Being composed when under time pressure
• Leadership capabilities
• Demonstrating knowledge of CRM systems
• Knowledge of A/B testing techniques

How to Become an Email Marketing Expert? 

A digital marketer who specializes in establishing and increasing email lists, creating and delivering email content, nurturing leads, and maximizing email interaction throughout the customer experience is known as an email marketing expert. You can become an email marketing expert by following these steps:

• The first step towards becoming an email marketing executive is learning everything you need to know about email marketing.
• Email marketers should always be knowledgeable about the various strategies they can employ to get their primary audience to join their mailing list.
• Email marketers must be proficient at developing emails and promotions that receive opens and clicks.
• As an expert in email marketing, you must be familiar with a wide range of email marketing tools. This covers tools for list-building, A/B testing, landing page creation, and automated email software.
• You must improve your copywriting abilities if you want to become an expert in email marketing. Writing in a way that prompts readers to perform a particular action can immediately increase openings, engagements, and conversions.

The best way to become an email marketing expert and to collectively enhance these skills is to sign up for a good and interactive digital marketing online course.

Tools and Programs Email Marketing Managers Use

There are hundreds of tools available for email marketing. Some of them which the email marketing managers can use are as follows:

• Hubspot
• Constant Contact
• Omnisend
• ActiveCampaign
• Klaviyo
• Mail Genius
• Cake Mail
• Mailchimp
• Zoho Campaigns
• HTML
• CSS
• Drip
• Litmus
• Getresponse

How to Measure the Success of an Email Marketing Manager?

The success of an email marketing manager is determined by a successful email campaign. The simplest method to assess an email marketing campaign's effectiveness is to keep track of whether its primary objective—whether it was increasing awareness, enhancing conversions, or creating new leads—was met. The success criterion may differ depending on the size and extent of the campaign.

Business owners or email marketing managers can monitor a specific set of indicators, though, in order to provide a uniform method for gauging the effectiveness of email marketing strategies. The majority of email marketing people use performance benchmarks to track the effectiveness of email marketing campaigns. Some of these metrics are open rate, click-through rate, bounce rate, unsubscribe rate, list growth rate, forward rate, mobile click rate, overall ROI, revenue per email and engagement rate. 

Email Marketing Manager Salaries

A typical email marketing professional can earn around $50,000 a year, according to Glassdoor. This amount varies depending on expertise and geography, starting at $40,000 and rising to $100,000 and even higher in some areas.

These figures are comparable to their equivalents in digital marketing. Yet, these numbers also highlight the critical want for email marketing experts and the skills they provide to the table. These professionals provide a degree of creativity and enthusiasm, making a plain email campaign interesting and effective.

Career Roadmap and Job Outlook

Email marketing is a highly results-oriented strategy. It demonstrates how to work with the material, conduct in-depth analysis, and constantly progress. Only a small number of marketing platforms demand that professionals concentrate on evaluation.

The Email Marketer role is the entry-level position candidates must take to begin their careers. They advance to senior-level positions gradually as they gain expertise in the sector.

Businesses frequently require consulting services to formalize their email strategies and deploy new technology. That could include creating a plan from scratch or working to improve one already existing. An email marketing expert may be brought in to teach and train employees. 

Becoming a CRM Manager is a clear step up from an email marketer because both positions require the capability to deal with data.

Professionals with expertise as an email marketing manager can advance to positions such as digital marketing executive, director of marketing, or chief marketing officer (CMO).

Conclusion

As far as digital marketing goes, email marketing is still among the best. A strong ROI can result from an email marketing plan that works. A brand's audience may expand as a result. There are several openings in the sector of email marketing. Several businesses are trying to hire capable, interesting, and motivated individuals who are prepared to handle their email marketing needs. 

Whether you are a professional interested in this field or a business owner who needs to be an expert in email marketing, investing in a good marketing course or program by Simplilearn is never a loss. We offer an exclusive IMT Ghaziabad Digital Marketing Program where you can get a holistic understanding of the digital marketing field by exploring topics like SEO, Social Media, PPC, Web Analytics. Enroll Today! 

FAQs

1. What are the 4 D's of email management?

The 4 D's of email management are do it, delete it, delegate it and defer it.

2. How can I learn email marketing?

Anyone can learn email marketing by joining an industry-level, interactive online course or program, such as the courses provided by Simplilearn, Upgrad, DigitalAcademy and other online learning platforms.