What Skills Does an Email Marketing Specialist Need?

Email marketing is a discipline that focuses on the marketing and sales capabilities of written correspondence, typically used as a mode of communication.

What sets email marketing specialists apart from other marketing specialists is their knowledge of marketing and sales through written communication. In general, marketing specialists work with customers face-to-face and perform a variety of tasks such as advertising and promotional strategy, marketing research, and marketing plan formulation. While these tasks might also be carried out by an email marketer, the scope is usually broader.

An email marketing specialist needs to have the capability to craft compelling subject lines and creative marketing material, design robust marketing plans, and analyze marketing results.

Subject Line Craftsmanship

Since the beginning of email marketing, subject lines have always been a sticking point. Coming up with a creative, engaging subject line that draws the reader into the action is one of the most difficult tasks for a marketer. Finding the right balance between being interesting and grabbing the reader’s attention is a challenge.

However, with the complex array of email marketing tools available today, subject line craftsmanship does not have to be difficult. Thanks to tools that automatically generate subject lines as well as those that screen articles for the perfect balance of words and characters, marketers can ensure their subject lines are creative, compelling, and optimized for success.

Marketing Material Design

Although it’s been around for a while, infographic marketing is experiencing a rise in popularity as marketers see the value in sharing key statistics and figures in an engaging and creative way.

An infographic marketing specialist needs to be experienced in gathering statistical information as well as in design. The design element comes in the form of both visual design (such as infographics) and content (textual information within the infographic). Although creating an infographic is generally a straightforward process, the content within it can be quite tricky to ensure that each piece of information is presented in a way that will be most effective in driving action.

With the wide variety of tools available to marketers today, creating an infographic that will engage consumers and drive action is a relatively simple task. Accessibility is also a key consideration as infographics should be presented in a way that will be easy for readers to understand. To ensure this, screen layouts and visual contrast should be considered along with the appropriate use of text in graphical contexts.

Analysis And Reporting

Even in today’s world, marketers still struggle with the issue of measurement. Without clear metrics to track engagement, they are unable to gauge the success of an initiative and course correct if necessary.

As a result, the job of an analysis and reporting specialist might seem straightforward – collect data, analyze it, and create reports to determine the success of an action. However, this is where the job gets extremely challenging. While it is relatively easy to spot the success of an individual marketing campaign, looking at the bigger picture and drawing conclusions from various metrics is quite hard. For this, experienced analysts are required to create complex models that can crunch huge amounts of data and provide accurate, actionable insights.

This is also one area where having a specific skill set is critical. Without the relevant analytical tools, an analyst would either need to develop them themselves or learn how to use a black box type of software that comes with no preset limits on what the can do. Inevitably, this leads to sloppy analyses that are quite possibly incorrect. Hence, having a solid understanding of advanced statistics and the proper use of software tools for analyzing data are essential.

Public Relations And Community Management

Since the dawn of public relations, marketers have relied on three primary methods of communication to build awareness, generate interest, and ultimately drive action – press releases, media placements, and public speaking. While press releases might still be the most economical and popular form of media outreach, it is certainly not the only one.

Today, with the rise of inbound marketing, community management has also become an indispensable tool for any marketer. Being present in the right places at the right times to engage with potential customers as well as existing ones is critical for all marketers.

A public relations and community manager needs to be experienced in crafting compelling narratives that will engage audiences, identify key performance indicators, and establish credibility and trust. In simple terms, they need to be able to write compelling stories for different platforms and channels to attract, retain, and motivate customers.

Although public relations is certainly a task that could be fulfilled by an experienced freelance writer, having a background in community management would also come in quite handy. The two roles often overlap – a PR manager might also be called a community manager at times – and having the two skill sets would allow a marketer to become hyper-efficient and produce quality content faster than ever before.

Sales Management

Since the original salesperson’s role was to sell products and services to individuals and businesses, the job of a sales manager has always been quite similar. However, in today’s world, the scope of activities and responsibilities of a sales manager are far broader.

As a general rule, the more senior the role, the broader the responsibilities. A sales manager needs to be an expert in sales and sales management, have a solid understanding of marketing, and be experienced in driving revenue and growth.

Depending on the business size and the level of professionalism, a sales manager might be called upon to prepare trade shows, manage marketing campaigns, build and maintain customer relationships, analyze sales performance, and prepare sales reports. While this is a fairly comprehensive list of tasks, it is by no means exhaustive.

The good thing about having such a diverse skill set is that even if you work for a large corporation, you will have the opportunity to specialize and develop expertise in a particular area. For example, you might become an expert in digital marketing or email marketing and be able to contribute insight on how to effectively reach people via email.

The list above describes the basic responsibilities of a marketing specialist. As you might imagine, there are many other gigs in the marketing department, such as SEO or content marketing, that are also worth exploring. Just remember to specialize in areas that you feel confident in and that can add value to your career. Above all else, have fun!

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