Email marketing specialists are responsible for crafting compelling messages to persuade businesses and individuals to open up their inboxes and click on a particular promotional message. In the meantime, they need to make sure their clients’ emails are triggered. That is, the messages need to be relevant and timely, and preferably, they should coincide with a particular customer need or desire. Frequent testing and evaluation are also important tasks since the effectiveness of this campaign can be determined by analyzing engagement and conversion rates. In addition, email marketing specialists need to be tech-savvy. They should understand how to efficiently build, operate, and improve a brand’s email marketing systems.
Depending on their skillset and experience, an email marketing specialist can expect to make anywhere from $60,000 to $120,000 annually. But, just like any other role, there are plenty of opportunities for growth and personal satisfaction. That is, if you work for a reputable brand that is constantly testing and evolving its email marketing strategies.
Personal Branding Is the Key to Success
Whether you realize it or not, your brand is how people perceive you. Sometimes, they might even guess your profession before you tell them. For example, a jewelry store could use an email marketing specialist to attract millennial males. The messaging in the campaign might include something like:
“Hey guys, are you looking for a unique and exclusive piece of jewellery? Then you should definitely check out Ruby Tuesday’s 2018 Spring Collection, especially since this season’s collection is unlike anything we have ever offered. Our designers have put together a fantastic array of unique pieces, all signed by the designer. What is more, this collection is completely customisable, so you can be sure that you will be able to find a piece that suits your needs. With Spring right around the corner, now is the perfect chance to pick up a piece that will put a smile on your face every time you wear it. Be sure to check out our website today.”
With just a few lines like this, the jewelry store could potentially convince a millennial male to purchase a $100 ring based on a custom-made piece of paperweight, or a necklace that depicts a precious gemstone. The choice is entirely up to the consumer.
Personal branding is all about being the best version of yourself that you can be. Of course, you don’t need to go overboard and transform yourself into an absolute clone of Iman Monani, the founder of M/M/M/M PR. But it is important to find the qualities that make you unique and cultivate them into your personal brand. The more you put in it, the more you get out of it. In other words, your effort will be rewarded.
Skilled At Crafting Compelling Messages
If you’re reading this, I assume you’re already familiar with the Dos and Don’ts of effective email marketing. But, just in case, here they are again:
- Do use compelling copy.
- Don’t just send out broadcast emails.
- Do tailor your message to suit the recipient.
- Don’t send spam!
- Do experiment with different approaches. This will lead to improvements in your craft.
- Don’t just focus on opening a mailbox and hitting send.
- Do measure the results of your email marketing.
- Don’t just measure “open rates” or “click-throughs.”
- Do identify the type of content that is performing best and repeat it.
- Don’t just rely on SEO to drive traffic to your site.
- Do develop a social media strategy to engage with your audience.
- Don’t just rely on paid advertising to grow your social media following.
- Do consider the size of your audience when determining how many advertisements you should run.
- Don’t just focus on attracting the millennials.
- Do identify other potential audience segments.
- Don’t just rely on one platform to promote your brand.
- Do use different channels to reach your audience.
- Don’t just rely on your LinkedIn profile to land the job you want.
- Do build a brand voice that is distinct from your competitors.
- Don’t just rely on keywords to find your audience.
- Do create content that is shareable.
- Don’t just rely on your website to create interest or demand for your product.
- Do experiment with discount codes and deals.
- Don’t just focus on the short-term. Be sure to think long-term.
An email marketing specialist needs to be a jack of all trades. Not only should they be good at crafting compelling messages, but they should also be skilled at marketing automation, analysis of web traffic, and familiarity with various platforms and tools (i.e., Slack, Trello, and Google Analytics). These specialists are generally contract workers who work remotely for several different organizations. They are responsible for developing and executing a brand strategy, crafting marketing and sales messages, and analyzing traffic patterns and conversion.
If you’re looking for a career that allows for some flexibility and allows you to work remotely, then consider becoming an email marketing specialist.
A Remote Career With A Few Upwards Career Ladders
According to Glassdoor, the average salary for an email marketing specialist is just under $100,000 per year. Based on how you structure your hours, you can potentially see upwards of $120,000 and even $140,000 per year. But, like any other role, the higher up the employment ladder you go, the more you will need to be competent in certain areas. More detailed information is displayed in the graphic below. For example, to reach the level of a manager, you will need to have at least three years of experience in the role. And to become an executive, you will need to have at least five years of experience.
If you’re looking for a stable and rewarding career that allows for a high level of personal satisfaction, then consider one of the many lucrative opportunities available within the field of email marketing. Not only will you be able to work in a remote capacity, but you will also be able to set your own hours and choose your own tasks. In terms of career growth, the opportunities are pretty much endless. So long as you stay competent, you will never lack for job opportunities.
The Demand For Email Marketing Specialists Is On The Rise
Based on 2018 stats from the United States Bureau of Labor Statistics, around 570,000 new jobs will be available in the field of email marketing. In other words, there is a massive gap between current and future job opportunities in this field. Since the BLS doesn’t provide data on the various specializations within the field of email marketing, we don’t know what proportion of those available jobs are for specific job titles. But, regardless, it is safe to assume that the demand for email marketing specialists is on the rise. Why? In the next section, we will discuss a few of the important takeaways from the BLS stats. Keep reading if you’re interested.
According to the BLS, the demand for experienced labor will outpace that of entry-level workers. In other words, employers will be looking for candidates with at least three years of work experience. But, beyond that, even employees with two years of experience will be in high demand.
The reason behind this trend is simple. As we’ve discussed, the field of email marketing is growing rapidly. In addition, many employers recognize the value of having experienced workers on their team. Due to the nature of the work, employees often specialize in a particular area. For example, a digital marketer might work directly with a client to develop a strategy, create content, and track the performance of an email marketing campaign. In other words, they will be heavily involved in the entire process from start to finish. As a result, they will need to have significant hands-on experience.
New Technology Specializations
Based on the fact that the BLS says there will be a massive increase in demand for experienced workers, it also follows that employers will be seeking candidates who are well-versed in working with new and emerging technologies. To give you a better idea of what technology specializations employers are looking for, here is a comprehensive list: