Main Responsibilities and Required Skills for Email Marketing Manager
An Email Marketing Manager is responsible for designing and implementing email marketing campaigns. They develop email marketing strategies and analyze campaign performance and test improvements. In this blog post we describe the primary responsibilities and the most in-demand hard and soft skills for Email Marketing Managers.
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Main Responsibilities of Email Marketing Manager
The following list describes the typical responsibilities of an Email Marketing Manager:
Access
Access, create and maintain audience segmentation and optimisation strategies.
Adhere to
Adhere to email development best practices and ongoing changes in CAN SPAM and all email compliance.
Align
Align email metrics to business metrics.
Analyze
Analyze and report on all campaigns ensuring all KPIs are being met.
Analyze and track data to optimize the performance of email campaigns.
Analyze campaign performance and optimize campaigns.
Analyze campaign performance and suggest improvements.
Analyze campaign performance and test improvements.
Analyze email campaign performance and optimize campaigns.
Analyze key audience segments to identify opportunities for increased engagement.
Analyze past email marketing campaigns in order to develop forward looking strategies.
Apply
Apply best practices to implement process, product or service improvements.
Assist with
Assist in migration to New ESP and dedicated IP warm-up strategy.
Assist with implementation, reporting and analysis.
Assist with reporting needs to analyze email measurement.
Assist with the design and production of content campaigns by utilizing multiple forms of graphics.
Assist with the implementation of key projects for the Marketing department.
Assist with the organization and upkeep of digital assets.
Attend
Attend marketing events when needed.
Audit
Audit and optimize email automation for all stages of the lifecycle.
Build
Build a backlog of promotional emails ready to send post-contract.
Build and maintain reports and dashboards in partnership with Marketing, Engineering and Sales.
Build and manage an email marketing team upon successful initial campaigns.
Build email templates and content, including coding, editing, and quality assurance.
Build next level relationships with your peers through scheduled company-wide team building events.
Build stakeholder alignment in leading projects and activities.
Build strong client relationships through effective communication and project management.
Build trust-based relationships across boundaries and encourages collaboration.
Check
Check out every single member of Wave's team here.
Clarify
Clarify, establish, track, monitor & report on email performance KPIs.
Collaborate
Collaborate cross-functionally with internal stakeholders.
Collaborate with client to plan and execute regular campaign content schedule.
Collaborate with content marketing to suggest creative campaign ideas.
Collaborate with design to build email campaigns according to our brand guidelines.
Communicate
Communicate effectively with clients on a consistent basis.
Communicate to our existing and potential customer base.
Complete
Complete ownership of email reporting.
Conduct
Conduct industry benchmarks and competitive research to influence decision-making and planning.
Contribute to
Contribute to setting standards within area of expertise.
Create
Create and implement strategies for list growth, increased engagement, and increased revenue.
Create an email messaging content calendar and roadmap that effectively.
Create email databases for lead generation.
Create, test and measure workflows and Emailing campaigns.
Design
Design and edit email communications on behalf of the Marketing department as needed.
Design and execute segmentation and content personalization strategy.
Design and implement direct email marketing campaigns.
Design Post Purchase, Abandonment Cart Flows.
Design the outreach and nurture strategy for all prospect segments.
Design workflows, reports and dashboards across departments.
Develop
Develop a customer clientelling program, targeting the highest value customers.
Develop and compile channel performance reports and present actionable weekly findings.
Develop and maintain reporting dashboards.
Develop and manage large scale email marketing campaigns from scratch.
Develop an internal process for email marketing strategy.
Develop a roadmap for testing email marketing strategy with clear KPIs.
Develop a robust strategy for capturing emails and growing our customer database.
Develop a strategic distribution strategy to ensure flawless execution.
Develop conversion driven paid media campaigns and execute the day-to-day management.
Develop, create and execute email tests rooted in scientific testing methodology.
Develop customer-facing tests to maximize customer engagement and lifetime value.
Develop email marketing strategies for e-commerce merchants.
Develop email strategy for clients, including automated workflows.
Develop engaging and concise copy for a variety of marketing materials.
Develop goals and KPIs to measure success of email marketing initiatives.
Develop marketing strategies for e-commerce merchants.
Develop new data-driven campaigns, and personalization initiatives leveraging SFMC.
Develop new segmentation and targeting strategies based on customer data and business needs.
Develop of CRM / email marketing strategies and campaigns (brand and key seasonal moments).
Develop, plan and execute an end to end omni channel contact plan.
Direct
Direct line management of an email marketing executive.
Direct mail, email campaigns, and customer journeys.
Drive
Drive activation, engagement and retention to increase customer LTV.
Drive continual improvement through A / B testing.
Drive customer retention and loyalty by working and improvising on ongoing CRM campaign strategy.
Drive deliverability and open rates through email best practices.
Drive Digital Promotions strategy to generate incremental revenue.
Drive marketing automation strategy and implementation.
Drive the CRM user engagement strategy to retain our users and deliver next best action.
Ensure
Ensure all digital marketing communications are within our brand and tone of voice guidelines.
Ensure emails follow industry policies and best practices.
Ensure marketing tracking is included in all product initiatives.
Ensure mobile-friendly email templates.
Ensure prompt and accurate communication with clients via email to minimize unsubscribes.
Ensure prompt and accurate communication with users via email to minimize unsubscribes.
Ensure that short-term projects match long-term company goals (KPIs and OKRs).
Establish
Establish or improve dashboards for performance reporting.
Establish or improve processes around all things email, SMS, push.
Establish, report on, and improve KPIs for all campaigns / communications.
Evaluate
Evaluate CRM and ESP platforms and configure the best solution for the business needs.
Evaluate emerging tactics and techniques.
Evolve
Evolve campaigns through the use of enhanced segmentation and personalization.
Execute
Execute email and SMS campaign calendars, including all segmentation and deployments.
Find
Find opportunities to increase SQL volume & user engagement.
Focus
Focus your efforts to ensure we are educating customers, improving retention and growing accounts.
Handle
Handle change requests quickly and efficiently.
Identify
Identify and lead problem resolution for complex issues at all levels.
Identify and define reports needed to drive channel health, efficiency and effectiveness.
Identify issues and opportunities, and react accordingly.
Identify opportunities to update or create internal processes.
Identify target audience and grow our email list.
Identify the target audience and grow our email list.
Identify trends and insights to optimise existing activity streams, flows and campaigns.
Impact
Impact a range of functional programs and operations across own and related teams.
Implement
Implement best practices & stay up to date with marketing trends and tactics.
Implement budding outreach strategies such as text message and Facebook group marketing.
Import
Import email creative into email systems such as Responsys or Klaviyo.
Keep
Keep a data-driven A / B testing framework as core with continuous improvement.
Keep up-to-date with marketing trends and implement best practices.
Know
Know and follow best practices for maintaining a healthy and engaged subscriber list.
Lead
Lead and manage the creative, content, and workflow processes for all email.
Lead email campaign creation, scheduling, and deployment.
Lead email marketing - this will be where you focus most of your efforts.
Lead in the design and execution of robust retention A / B testing plans.
Lead Nurturing / Customer Communications.
Lead ongoing efforts to measure, analyze, test and optimize nurture efforts.
Lead projects of moderately to complex risk and resource requirements.
Lead TAM (total addressable market) discovery, segmentation, data acquisition, and CRM integration.
Lead technical aspects of projects related to email and web campaigns.
Leverage
Leverage behavioral and internal data to dynamically populate the right content / products for users.
Leverage data and customer insight to constantly improve our customer journey and channel ROI.
Liaise with
Liaise with email vendors, as required.
Make
Make recommendations for email nurture campaigns with the LOBs.
Manage
Manage all email marketing execution.
Manage and oversees deployment of 100+ field, channel, demand, and customer emails per quarter.
Manage an email calendar with deployment dates.
Manage campaign set up to deployment for Push notification leveraging Airship and SFMC.
Manage global email programs across audience segments.
Manage marketing automation tools.
Manage our day-to-day email & sms marketing calendar for prospect and customer communications.
Manage overall list health, deliverability and email channel performance.
Manage production of multiple email campaigns using Salesforce Marketing Cloud (SFMC).
Manage select inbound email campaigns to increase conversions from the right types of customers.
Manage, set up, QA and launch campaigns within Intercom.
Manage subscription, engagement and revenue goals across different audiences and product lines.
Manage technology platform, users, permissions, set up and relationships with vendors.
Manage the creation, production, scheduling, and execution of campaigns.
Manage the email calendar, aligning with key brand initiatives and business trends.
Monitor
Monitor email deliverability and list hygiene to ensure optimal inbox placement.
Monitor status of campaign operations as the primary day to day contact.
Optimize
Optimize campaigns to achieve monthly KPIs.
Optimize digital fundraising campaigns to maximize ROI across channels.
Optimize email templates and campaigns based on repeated A / B testing and best practice.
Oversee
Oversee all aspects of e-mail marketing, marketing automation and CRM management.
Oversee all retention-specific metrics (LTV, churn, ASP, repeat rate, etc.).
Own
Own email marketing to users and leads.
Own the creative brief development collaborate with the creative team on assets and copywriting.
Own the marketing database including data hygiene, nurturing, sourcing, and data flows.
Participate in
Participate in new business calls to explain our email marketing process.
Perform
Perform audits for potential clients and present results over video call.
Plan
Plan, create and deploy effective, automated life-cycle campaigns across markets.
Proofread
Proofread emails for clarity, grammar and spelling.
Provide
Provide analytics and data driven insights to the client and use data to inform strategies.
Provide support and grow current Affiliate Marketing Strategy.
Provide support for database growth strategies.
Provide thought leadership and perspective for adoption as appropriate.
Provide weekly / Monthly updates to the broader team, with high quality data driven insights.
Receive
Receive customer feedback and generate ideas to increase customer engagement.
Record
Record of consistently hitting and exceeding quota.
Report
Report on contribution to MRR and revenue generated from email marketing efforts.
Report on sales revenue generated from email marketing efforts.
Report on weekly campaigns and automation KPIs and their relevance to monthly, quarterly goals.
Report performance of all email marketing campaigns and assess against KPIs.
Research
Research and recommend implementations of industry best practice and trends.
Review
Review and analyze email, SMS, and GA metrics to identify optimization opportunities.
Review email / mobile proofs to ensure accurate content and audience selection.
Run
Run A / B tests and apply learnings to future emails to increase revenue.
Seize
Seize opportunities to produce results without direct supervision and direction at times.
Set
Set KPIs and track email marketing metrics to measure the effectiveness of our email communications.
Setup
Setup and deploy email campaigns inclusive of marketing, lifecycle and transactional email programs.
Setup automation flows in Klaviyo (or other EMS).
Setup campaigns for paid social campaigns and retargeting.
Setup corresponding Salesforce campaigns to sync Marketo members and campaign performance.
Stay up to date
Stay up to date with industry best practices and strategies.
Strategize
Strategize email campaign and flow strategies for e-commerce merchants monthly.
Support
Support internal communications workflow as needed.
Support live events, workshops, webinars and sponsorship programming as needed.
Support optimization of the CRM lifecycle contact strategy (cadence and frequency of touchpoints).
Support testing roadmap and implementing winners.
Target
Target customers effectively and creatively by using demographic and behavioural data.
Track
Track and measure results across digital marketing campaigns and the website.
Track and report daily key performance metrics.
Track data in Google Analytics and email platforms.
Understand
Understand CAN-SPAM / CCPA / GDPR requirements and inbox deliverability standards and best practices.
Understand different customer cohorts (new vs.
Understand key customer segments, uncovering opportunities within the data.
Understand the industry, competition and the factors that differentiate the organization.
Update
Update the budget tracker with relevant vendor / invoice information.
Upgrade
Upgrade our email templates using graphics, personalization and advanced features.
Utilize
Utilize personalization to deliver a premium fan experience.
Work with
Work closely with PMM team on email journeys.
Work cross-functionally with stakeholders to fulfill business unit needs for digital communications.
Work directly with brands to plan their monthly email marketing campaigns.
Work directly with fashion and lifestyle brands to plan their monthly email marketing campaigns.
Work with finance and other departments as required to export and manipulate data.
Write
Write copy and proofread emails for clarity, grammar and spelling.
Write newsletters including all company updates.
Most In-demand Hard Skills
The following list describes the most required technical skills of an Email Marketing Manager:
Design
Email
Email Best Practices
Marketing Automation Technology
ESP
Iterable
Most In-demand Soft Skills
The following list describes the most required soft skills of an Email Marketing Manager:
Written and oral communication skills
Analytical ability
Attention to detail
Problem-solving attitude
Organizational capacity
Interpersonal skills
Self-starter
Copywriting
Self-motivated
Work ethic
Work under tight deadlines
Creative
Results-oriented
Adaptable to changes
Detail-oriented
Multi-task
Team player
Test and learn mentality
Time-management
