In an A&E company, the role of an email marketing manager is pretty crucial. You’ll be responsible for planning out email campaigns, tracking engagement and results, and optimising the entire experience for customers.
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The Planning Process
The planning process for an email campaign should start with a clear idea of what the target audience is, what they want, and how you can provide value through the use of email.
Firstly, you’ll want to define your target audience. This will depend on the demographics, psychographics, and digital behaviour of your ideal customer. You may also want to consider creating buyer personas, which are highly beneficial in understanding your audience’s needs and driving the conversion process.
Next up is establishing marketing objectives. These will guide your plan to achieve your short and long-term business goals. Consider reviewing your targets regularly to ensure that you’re always focused on the right things.
The Execution Process
The execution process for an email campaign involves putting your plan into action. Your first step will be to choose one channel at a time, depending on the strength of your marketing efforts. Once you’ve determined the channel, build a strategy to tackle the challenge at hand.
For example, if you decide that your best chance of attracting new customers is online, then you could consider using digital marketing methods such as SEO, PPC, and social media. Alternatively, you could approach traditional marketing methods like TV advertising or magazine spreads. Keep in mind that each of these methods has its pros and cons, and you need to decide which ones will be the most beneficial to you.
The Measurement Process
The measurement and analysis process afterwards involves measuring the results of your plan and adjusting your strategy as necessary. You’ll want to track the success of your campaigns, whether online, mobile, or through social media, and report back to your superiors on the effectiveness of your efforts.
To do this, you’ll need to set up automated email correspondence with your marketing manager or a dedicated email account specifically for this purpose. You can also integrate your email marketing with your other marketing channels to create a single view of the customer.
How to be a successful email marketing manager
So, how can an email marketing manager be successful in his role? Here are some of the essential skills he needs to possess.
Marketing knowledge
Although marketing is a broad discipline, encompassing economics, psychology, and sociology, marketing knowledge is essential to the role. This includes knowledge of digital marketing, social media marketing, mobile marketing, and brand awareness.
Additionally, you’ll need knowledge of marketing software, platforms, and tools. An email marketing manager must be familiar with the different software platforms, such as HubSpot, MailChimp, and Infusionsoft, as well as the different social media platforms, such as Facebook, Twitter, and Instagram, to name just a few.
Digital fluency
To be successful in the role of email marketing manager, you’ll need to be comfortable working digitally. This means being familiar with software such as Microsoft Excel, Word, and PowerPoint, as well as email marketing platforms such as HubSpot and Infusionsoft.
You should also have an understanding of marketing analytics, including Google Analytics, Hootsuite, and Facebook’s Marketing Analytics.
Analytical reasoning
It’s essential to be able to think logically and be able to solve problems. For this reason, you’ll need to have a strong background in mathematics. An understanding of basic algebra, statistics, and probability is ideal.
Additionally, you’ll need to be able to interpret raw data and draw reliable conclusions. You may be asked to conduct analysis, which involves sifting through masses of unstructured information to find relevant data that will help you build a case for a particular marketing action.
Creativity
To produce effective marketing content, you’ll need to be able to come up with new ideas and concepts that will engage your target audience. For this reason, you’ll need to be creative, confident, and have an excellent imagination.
Additionally, you’ll need to be able to synthesise this content into compelling messages that will resonate with the audience you’ve selected. Creativity is arguably one of the most valuable and essential skills for a marketer to have.
Leadership
To be a successful email marketing manager, you’ll need to possess the ability to instil confidence in your team. This is especially important if you’re organising and managing a team of marketers, content creators, copywriters, and graphic artists, as there will inevitably be disagreements and challenges to resolve.
You can also bring a leadership element to your management style. Some marketing experts believe that marketing is a group effort, and that a certain level of leadership is required to get the best results from the team.
The Roles of Online Marketers in an A&E Company
Nowadays, with the world shifting more and more to an online space, the roles of online marketers in an A&E company will vary but will still be essential to the success of the brand.
Firstly, you’ll need to establish your presence on the internet. This involves creating a website that is representative of your brand, and ensuring that it is compatible with all the devices (including mobile phones) and systems used by your target audience. Typically, an A&E company will use a content strategy to attract and engage potential customers, so you’ll be creating articles, social media posts, and videos to complement your digital marketing efforts.
You’ll also be responsible for driving sales via online channels. This could include blogging, vlogging, or simply using social media to share relevant content.
Additionally, you’ll be needed to create and maintain online communities, such as Facebook groups, where your target audience can engage with you, each other, and other brands. Doing this can help to build credibility, as well as providing you with valuable information about your customers’ needs and behaviour.
So, as you can see, there is a lot that goes into being the digital marketing manager for an A&E company. But if you’re passionate about marketing and want to work in an environment that is challenging but rewarding, then this could be the position for you.