Contents
- Who is an email marketer?
- Responsibilities of an email marketer
- Key skills
- Demand for the profession
- How to become an email marketer
Who is an email marketer?
An email marketer is a specialist who promotes products and services through emails. Their main goal is to create effective email campaigns that attract customer attention and help increase sales. Their responsibilities include launching promotional and welcome emails, as well as setting up transactional and service messages. Thanks to their work, users receive important notifications, such as purchased e-tickets, reminders about upcoming events, or useful newsletters with interesting content.
Responsibilities of an email marketer
The main responsibilities of an email marketer include:
- Developing an email marketing strategy and creating a content plan for newsletters.
- Creating and configuring email sequences, including welcome, promotional, and educational campaigns.
- Segmenting the contact database using methods such as RFM analysis for more accurate and relevant email sends.
- Analyzing competitors, their email strategies, and identifying strengths and weaknesses based on the data collected.
- Creating content for emails: writing text, headlines, selecting images, and formatting.
- Using specialized services for sending emails and analyzing statistics.
- Conducting A/B tests to evaluate the effectiveness of campaigns.
If the specialist works not only with email campaigns but also with other channels, such as chatbots and SMS, they may be referred to as a CRM marketer.
Key skills
For successful work, an email marketer needs both personal and professional qualities:
Personal qualities (soft skills)
- Creativity: the ability to formulate attractive headlines and ideas for advertising campaigns.
- Analytical mindset: the skill to segment the audience and analyze performance metrics.
- Systematic approach: creating a long-term strategy and planning email sends.
- Willingness to learn: a desire for self-improvement and mastering new technologies.
- English language proficiency: a B2 level is necessary for working with English-language services.
Professional skills (hard skills)
- Copywriting: writing clickable headlines and engaging content.
- Web design and formatting: the ability to create emails using HTML and CSS.
- Working with CRM systems: experience with platforms such as Bitrix24 and AmoCRM.
- Email marketing services: knowledge of working with ESPs like Unisender.
- Analytics systems: ability to work with platforms like Google Analytics.
- Knowledge in advertising and marketing: understanding the principles of building sales funnels and customer segmentation.
Demand for the profession
As of the end of 2023, there are about 100 job openings for email marketers on the platform hh.ru. Approximately 50% of these offer remote or hybrid work. At the same time, the number of offers for other specialists, such as internet marketers, is significantly higher. This indicates that the profession of email marketer has an average level of demand in the labor market.
Job openings are often combined with other roles, such as content marketer, which expands the list of responsibilities and requirements for specialists. However, as practice shows, employers more often seek versatile specialists, which may lead to the email marketer becoming a CRM marketer.
How to become an email marketer
The path to becoming an email marketer can vary, but specialists most often come from the field of general marketing and begin to study email campaigns in depth. A specialized education in marketing or advertising can accelerate the process; however, practical skills such as formatting, working with services, and copywriting are essential.
There are several ways to acquire the knowledge and skills for this profession:
- Start as an assistant to an email marketer to gain practical experience under the guidance of a mentor.
- Take online courses that cover the basic principles of email marketing and provide the opportunity to learn necessary tools.
- Self-study materials by analyzing job listings and requirements for specialists to determine which skills to develop.
- Subscribe to successful newsletters to study successful examples and gain inspiration.
By following these steps, one can become a valuable specialist in the field of email marketing and successfully advance their career.