What Are the Must-Have Skills of an Email Marketer?

Ready to help clients nurture leads as an email marketer?

Read this guide to learn what it takes to get hired as an email marketer and become a successful one.

What is an Email Marketer?

Email marketing is a subset of digital marketing. An email marketer creates and executes email marketing campaigns. They create targeted emails to a company's potential customers to promote products, services, or events.

Email marketers aim to:

• Engage recipients
• Drive sales
• Build brand loyalty
• Analyze campaign performance to optimize future efforts.

They often use tools and analytics to segment email lists, personalize content, and measure key metrics. Some of the most important metrics they track and assess include open rates, click-through rates, and conversions to achieve marketing goals effectively.

Key Elements of an Email Marketer’s Job

Email marketers help brands improve loyalty and drive sales. A few of the key elements of an email marketer’s job include:

Campaign Strategy

Email marketers develop overarching plans for email marketing efforts. They must define goals, target audiences, and messaging strategies to achieve desired outcomes. Their email campaigns must align with broader marketing initiatives.

List Management

They curate and maintain email subscriber lists, segmenting contacts based on characteristics or behaviors. List management includes ensuring data accuracy and managing opt-ins and opt-outs for compliance.

Content Creation

Email marketers craft engaging and persuasive email content. The content includes subject lines, body text, images, and calls to action. The content is aimed at capturing recipients' attention and driving desired actions.

A/B Testing

Email marketers conduct experiments by sending variations of emails to subsets of the audience. With A/B testing, they assess the effectiveness of different elements, such as subject lines or email designs. Based on their findings, they refine future campaigns accordingly.

Analytics and Reporting

Email marketers analyze key metrics like open rates, click-through rates, and conversion rates to measure the success of campaigns. They use this data to make data-driven decisions and report on the impact of email marketing efforts.

Deliverability Management

Ensuring emails reach the inbox is crucial. Email marketers monitor and enhance sender reputation, address bounces, and spam complaints. They must also optimize technical aspects like email authentication and server configurations to maximize deliverability.

The Average Salary of an Email Marketer

In the United States, the average salary for an email marketer typically ranges from $45,000 to $85,000 per year. However, much like all marketing job salaries, the average salary of an email marketer can vary significantly depending on factors such as:

• Location
• Years of experience
• Industry
• The specific responsibilities of the role

Hard Skills of an Email Marketer

Here are the top 8 hard skills that are important for an email marketer:

1. Email Marketing Platforms: Proficiency in using email marketing software such as Mailchimp, Constant Contact, HubSpot, or others is essential. This includes creating campaigns, managing subscriber lists, and analyzing performance.
2. HTML/CSS: Knowledge of HTML and CSS coding helps when customizing email templates. Email marketers must ensure proper rendering and fix formatting issues that may arise.
3. Data Analytics: Strong analytical skills help interpret email marketing metrics like open rates, click-through rates, conversion rates, and ROI. Marketers use data to refine strategies and improve campaign effectiveness.
4. A/B Testing: Email marketers should understand how to set up and interpret A/B tests to optimize various elements of emails. They should use A/B tests for subject lines, content, images, and calls to action.
5. List Management and Segmentation: Email marketers require expertise in managing email lists. They must segment subscribers based on demographics or behavior, and create targeted campaigns for specific segments.
6. Compliance and Legal Knowledge: Understanding email marketing regulations like GDPR and the CAN-SPAM Act is essential. This ensures that campaigns comply with legal requirements and avoid potential penalties.
7. Copywriting: Email marketers need strong writing skills to create compelling email subject lines, body content, and calls to action. They must craft content that engages recipients and drives desired actions.
8. Automation Tools: Proficiency in marketing automation tools, like setting up drip campaigns and triggered emails, is important. Automation tools allow email marketers to efficiently nurture leads and engage with subscribers at various stages of the customer journey.

Soft Skills of an Email Marketer

Here are the top 8 soft skills that are important for an email marketer:

1. Creativity: Email marketers need creativity to design engaging email campaigns, craft compelling content, and come up with innovative strategies to capture recipients' attention.
2. Communication: Effective communication skills are vital for conveying messages clearly and persuasively in email content, subject lines, and calls to action. You also need them to collaborate with team members and clients.
3. Attention to Detail: Paying close attention to detail is crucial to ensure error-free emails, including accurate links, proper formatting, and adherence to brand guidelines.
4. Adaptability: The ability to adapt to changing trends, email client updates, and evolving industry best practices is essential for staying relevant and effective in email marketing.
5. Analytical Thinking: Email marketers must be able to analyze data and metrics to derive insights, make data-driven decisions, and continuously improve campaign performance.
6. Time Management: Efficiently managing time and prioritizing tasks is vital in a fast-paced environment. You have to juggle multiple campaigns and deadlines that are running simultaneously.
7. Empathy: Understanding and empathizing with the needs and preferences of the target audience is key to creating personalized and relevant email content that resonates with recipients.
8. Problem-Solving: Email marketers often encounter challenges, such as low open rates or deliverability issues. Strong problem-solving skills help in identifying issues and finding solutions to overcome them.

What to Include on an Email Marketing Resume

To stand out in the competitive job market as an email marketer, consider including the following key elements on your resume:

Professional Summary or Objective Statement

Begin with a concise, attention-grabbing summary that highlights your expertise and what you bring to the table as an email marketer. Tailor it to the specific job you're applying for, emphasizing your key strengths and accomplishments.

Relevant Experience

Showcase your relevant work experience in email marketing. Provide detailed descriptions of past roles, highlighting your responsibilities, achievements, and measurable results. Include metrics such as open rates, click-through rates, and revenue generated from campaigns you've managed.

Highlight Key Email Marketer Skills

List your technical skills related to email marketing, including:

• Proficiency in email marketing platforms
• HTML/CSS
• Data analytics tools
• Any other software or programming languages you are adept at
• A/B testing
• List segmentation
• Automation.

Certifications and Training

If you hold relevant certifications (e.g., HubSpot Email Marketing, Google Analytics, or Email Marketing Specialist), mention them. This demonstrates your commitment to staying current in the field. Include any workshops, courses, or conferences related to email marketing you've attended.

Showcase Your Email Marketing Portfolio

Include a link to an online portfolio or provide examples of your email marketing campaigns. Showcase your design, copywriting, and strategy skills. If possible, highlight campaigns that resulted in significant improvements or successes for previous employers.

How to Become an Email Marketer

Here’s a step-by-step guide to follow to become an email marketer:

Educational Foundation

Start with a strong educational background. A bachelor's degree in marketing, communications, business, or a related field can be beneficial, but it's not always required.

Learn Email Marketing Fundamentals

Study the basics of email marketing, including the role of email in the marketing mix, the importance of building and managing email lists, and email marketing best practices. Online courses, webinars, and blogs can be excellent resources for learning.

Acquire Skills

Acquire and refine email marketing skills such as:

• Develop proficiency in HTML/CSS, as email templates often require customization.
• Familiarize yourself with email marketing platforms like Mailchimp, Constant Contact, or HubSpot to understand how to create and manage campaigns.
• Hone your copywriting skills, as crafting compelling email content is a critical aspect of email marketing.
• Learn to write engaging subject lines, persuasive body text, and effective calls to action.
• Learn how to analyze email marketing data, including open rates, click-through rates, conversion rates, and revenue generated.
• Gain expertise in managing email subscriber lists, segmenting audiences based on demographics and behavior, and creating targeted email campaigns for different segments.

Gain Practical Experience

Look for internships, entry-level positions, or freelance opportunities to gain hands-on experience in email marketing. Real-world experience is invaluable in this field. There are plenty of freelance websites for freelance email marketers.

Check out our guide on the best freelance email marketing websites.

Create a Portfolio

Build a portfolio showcasing your email marketing work, including sample email campaigns you've created or managed. Highlight results and successes from your previous experiences.

Network in the Email Marketing Industry

Join email marketing forums and LinkedIn groups, and attend industry events to connect with professionals in the field. Networking can lead to job opportunities and insights.

Job Search

Start applying for email marketing positions, such as Email Marketing Specialist, Email Marketing Coordinator, or Digital Marketing Assistant. Consider working at an email marketing agency to build your skills and client base. Tailor your resume and cover letter to highlight your relevant skills and experiences.

Start Your Career as an Email Marketer

Once you secure a position, focus on gaining practical experience, refining your skills, and continually improving your email marketing campaigns.

Frequently Asked Questions

Is email marketing easy to learn?

Email marketing can be easy to learn, but not necessarily to master. Email marketing fundamentals can be learned relatively quickly, but becoming proficient and successful requires ongoing practice. Mastering email marketing often takes time and dedication.

What makes a successful email marketer?

A successful email marketer possesses a blend of technical proficiency in email platforms and analytics, strong copywriting and design skills, and an ongoing pursuit of industry trends and best practices.

What are the most important skills for an email marketer?

The most important skills for an email marketer include proficiency in email marketing platforms, strong copywriting abilities, data analytics expertise, segmentation and targeting knowledge, A/B testing skills, and an understanding of compliance and regulations.

Is it hard to become an email marketer?

Yes, it may be hard to become a successful email marketer. Becoming an email marketer requires a blend of technical, creative, and analytical skills, along with ongoing learning. While it may not be exceedingly difficult, it does demand dedication, continuous improvement, and adaptation to industry changes.