Everything you need to know about starting a career in email marketing

Written by
Rebecca Smith

Dec 9, 2021

Dec 9, 2021 • by Rebecca Smith

Email marketing is less expensive than other types of digital advertising yet reaches a larger audience. Email marketing wizards—those who wield this potent tool—are multi-talented individuals with a knack for words and solid analytical skills. Here is what you need to know if you want to join them.

Email marketing provides a number of advantages over other forms of digital marketing. The fact that it is inexpensive and has a broad reach is the most appealing feature. Email is used by billions of people all around the world, and it's all available with just a few keystrokes.

At least, that's how it works in theory. In actuality, one out of every five messages is forwarded to spam folders. It's difficult to get marketing messaging past gatekeepers. It's considerably more difficult to get readers to open and interact with emails.

Email marketing experts are those who have dedicated their life to creating ideal tailored emails and delivering them to distinct target audiences just at the right time. Due to email marketing specialists, you may have noticed that the promotional emails you receive have improved in appearance, personalization, and persuasiveness. They make every effort to ensure that you only receive messages that are relevant to you.

Beyond pressing the send button, there's a lot that goes into effective email marketing. Writers, as well as editors, Big Data analysts, information stewards, designers, developers, psychologists, and consumer engagement professionals, are all needed as email marketing specialists. The is a lot to be learned, and there's always more to learn.

What exactly does an email marketing expert do?

Digital marketers who use email to nurture leads, boost sales, raise brand awareness, and build customer trust and commitment are known as email marketing specialists. Because email is such an important part of digital marketing, it's a smaller specialty. In 2018, email campaign income accounted for an average of 21% of a company's total revenue. When you realize how inexpensive email can be, that's a big deal. In addition, email conversion rates are much higher than those for search and social media traffic. It's not only inexpensive, but it's also effective.

Of course, not all email marketers are experts. What distinguishes email marketing experts is their dedication to maximizing the potential of email. This entails:

  • Creating email marketing campaigns that are complete
  • Creating integrated email marketing tactics that work in tandem with other marketing initiatives
  • Clean email lists can be built and purchased.
  • Cleaning and clearing email lists on a regular basis is essential for keeping an engaged readership.
  • Choosing the most effective email marketing solutions and software
  • Creating mobile-friendly, easy-to-read email layouts and templates
  • Keeping email databases secure so that customers may feel comfortable
  • Designing and configuring automatic email parameters
  • Identifying micro-audiences and properly segmenting lists
  • Creating appealing copy that is error-free at all times
  • All emails are put through a device-friendliness test.
  • A/B split tests are used to inform future decisions.
  • Analyzing audience data on a regular basis
  • Monitoring and adjusting the effectiveness of email marketing using measures such as click-through rates.
  • Creating follow-up emails for generating leads and lead nurturing based on campaign performance
  • Maintaining the database on a regular basis
  • Tracking and evaluating campaign performance - even on difficult topics such as life insurance policies, or medical-related subjects. 

Great emails aren't just for selling stuff. They assist a brand build its voice and culture, as well as sustaining better, longer-lasting customer ties.

Email marketing experts work in a variety of locations.

The quick answer can be found anywhere. Email marketing experts may be found in companies of all sizes and across all industries. Digital marketing firms and email marketing firms employ a large number of them. Others work in large corporations' marketing divisions, reporting to an online marketing director or the chief marketing officer.

Some email marketing specialists aren't full-time employees of any one company. Operating as an email campaigns advisor is one of those professions where you can make a great deal of money if you're good enough at promoting yourself.

What talents do you need to be an email marketing expert?

Email marketing specialists require technical abilities, but it's worth noting that you don't need to be a programmer or even have basic database knowledge to excel in this position. Even non-technical people can automate emails and segment consumers with most email marketing systems. When you work as an email marketer, the most critical technical skill you'll need is automation. One of the cornerstones to maintaining engagement rates is the ability to arrange automatic engagement and transactional messages that go to the appropriate individuals at the right times.

It's also necessary to be able to recognize interesting information when you see it. Long, text-heavy emails are the norm in some businesses. Some recipients look forward to receiving aesthetically appealing emails with lots of pictures. Others are only interested in your email address if you're offering them a freebie. You should own it instead of attempting to lead your audience toward material they don't desire. In this line of work, adaptability and flexibility are essential. With a poll or an email asking for input, don't be hesitant to ask your audience what they want, and then adapt your strategy accordingly.

Finally, email marketing experts must work well with others. It's impossible for email marketing to exist in a vacuum. It's part of a larger digital advertising ecosystem that includes things like social media campaigns, content marketing, ads, SEO, landing page design, influencer marketing, and more. The email strategy you develop should be in line with your company's overall marketing strategy.

What kind of education do email marketing experts require?

While you can make your way into an email marketing role without a degree, becoming an email marketing specialist will require at least a bachelor's degree. The best email marketing degree programs recognize the distinction between traditional and digital marketing. There are a few Bachelor of Science in Internet Marketing and Bachelor of Science in Digital Marketing programs available, but you should also consider degrees in digital communications and traditional marketing. It doesn't matter what your degree is called as long as it covers topics like data management and analysis, digital market research techniques, web development, digital technology for marketers, and email marketing automation.

Look for possibilities to attend lessons in the following areas:

  • Management of a brand
  • Creating a dynamic user interface
  • Technologies of communication
  • Implementation of the content strategy
  • Marketing that is based on data
  • Design and administration of digital media
  • Design for the web
  • Marketing messages that are integrated
  • Marketing research and strategy
  • Programming and scripting
  • SEO stands for search engine optimization.
  • Analytics for the web and marketing
  • Writing for the internet

To get a job in email marketing, you generally don't need a master's degree in marketing because a few years of experience can turn you into an expert. Having one, on the other hand, could be advantageous. Whether you decide to stay in email marketing or move out into other areas of digital advertising, a Master of Science in Marketing or a Master of Science in Marketing Analytics will serve you well.

What kind of additional education do email marketing experts normally have?

Long before you enroll in a degree program, you can begin training to become an email marketing professional. There are plenty of resources for people who want to learn more about customer relationship management, email marketing tools, best practices in digital marketing, and email automation, as well as many courses designed to teach the fundamentals of email marketing and digital advertising (many of which are free).

Are there any certifications available for email marketing experts?

Although specialized email marketing qualifications are unlikely to be necessary for employment, possessing one or more certifications can help you stand out from the crowd.

What are the employment options for email marketers?

After spending a few years honing your talents at an agency, being an email marketing specialist—as in adopting that as your formal title—might mean becoming a consultant. You'll probably make more money as a consultant working individually with customers than you will as an agency employee, and you'll be able to devote more time to email instead of managing other digital marketing tasks because your boss knows you can. As an email consultant, you'll develop formal email strategies, assist firms with the implementation of new technology, produce or curate email content, and conduct performance analysis. As an alternative source of revenue, you may design email training courses and workshops.

How much money can you make as an email marketing expert?

Because email appears to be so straightforward, it is frequently treated as an afterthought in digital marketing. Some companies will not invest in it because they believe that email marketers would simply regurgitate what the company is doing online and on social media—something that any intern could accomplish. That could explain why the average email marketing specialist pay is under $53,000, with the poorest 10% of email marketers earning only $39,000. If you want to make more money without becoming a jack-of-all-digital-trades, your best bet could be to work your way up until you have enough experience to become an email marketing manager, which pays around $75,000.

Is a career as an email marketing expert suited for you?

At the end of the day, getting a job as an email marketing specialist isn't only about getting the correct degree or having more credentials than the competition. The most successful email marketers are insatiably curious and constantly on the hunt for new ideas. That's crucial because if you're set in your ways, you won't last long as an email marketing expert. 

The internet marketing landscape is always shifting, and what works now could get you blacklisted in a year.

To put it another way, it's critical to understand that becoming an email marketing professional isn't simply about landing a job. It's also a question of staying current. You will always be training if you pursue this profession. Make sure you're familiar with email marketing before going all-in.

You should also consider whether going all-in is the wisest option. There's no denying the importance of email marketing. However, unless you're applying for work at agencies or organizations large enough to employ a full marketing staff, you might not be able to land a job just based on your email skills. Small and medium-sized businesses will almost certainly expect you to do more than just handle email. Expanding your skillset to encompass SEO, content marketing, and social media marketing, and then rebranding yourself as a digital marketing specialist, may make you more employable. It's possible that you'll be paid extra as well.