The Ultimate Guide to Hiring an Email Marketer

Finding the right freelance email marketer can make or break your campaign's success.

In this article, we'll guide you through how to hire the perfect email marketing expert to boost your business's online presence and engagement.

Considerations for Hiring a Freelance Email Marketer

There are major considerations to evaluate when choosing an email marketer, such as:

Types of Email Marketers

Various email marketers have unique specialties. Consider which type of email marketer can benefit your business most.

• Email Marketing Strategist: Their role is to create a roadmap for successful email campaigns and ensure they align with the company's overall marketing strategy. They define campaign objectives, target audiences, messaging, and key performance indicators (KPIs).
• Email Copywriter: Email copywriters specialize in crafting compelling and persuasive email content. They focus on creating attention-grabbing subject lines, engaging body text, and effective calls to action (CTAs). Their writing skills are crucial for driving opens, clicks, and conversions.
• Email Designer: They design aesthetically pleasing email templates that are responsive and compatible with various devices. They must ensure that emails are not only attractive but also functional and user-friendly.
• Analytics and Reporting Experts: They are data-driven professionals who analyze the performance of email marketing campaigns. They monitor key metrics such as open rates, click-through rates, conversion rates, and ROI. Their insights and recommendations help marketers make data-backed decisions to optimize future campaigns.

Scope of Responsibilities

To determine which email marketer is the best fit, consider the scope of responsibilities you’re looking for, such as:

• Email marketing strategy: Developing and executing email marketing strategies within business objectives. Requires audience segmentation and KPI goal-setting.
• Email content and design: Craft compelling subject lines, email copy, and CTAs. Design responsive, visually appealing email templates.
• Email Automation: Set up and manage email marketing automation workflows, including trigger-based emails.
• Stay Updated: Keep up-to-date with industry trends and email marketing best practices.

Goals and Objectives

Define the primary goals and objectives of your email marketing strategy. Common objectives include:

• Increase Conversion Rates: Increase click-throughs to sign up for the relevant CTA or complete a purchase.
• Enhance Customer Engagement: Strengthen relationships with existing customers and encourage repeat business.
• Grow Email List and Subscribers: Increase the number of subscribers through lead generation efforts, opt-in forms, and list-building strategies.
• Drive Web Traffic: Increase website traffic through compelling email content and enticing calls to action.
• Measure and Improve ROI (Return and Investment): Maximize the ROI of email marketing by continuously optimizing campaigns based on key metrics like open rates, click-through rates, and conversions.

When to Hire an Email Marketer

Hiring an email marketer can be a strategic move for your business, but it's essential to recognize the right time to bring one on board. Here are key situations when you should consider hiring an email marketer:

• Looking to increase low email engagement
• You have upcoming product and service launches
• To gain access to specialized expertise for email campaigns
• To handle complex automation needs for drip campaigns and personalized customer journeys
• For data-driven email marketing

How to Hire an Email Marketer: Step-by-Step

Here's a 6-step guide to help you find and hire the right email marketer for your business:

1. Define Your Email Marketing Needs

Before you begin the hiring process, determine your specific email marketing needs and objectives. Consider the scope of work, such as email strategy, campaign management, automation, design, or copywriting. Outline the key responsibilities and goals you expect the email marketer to fulfill.

2. Create a Detailed Job Description

Write a clear and comprehensive job description that includes:

• Job title and role (e.g., Email Marketing Specialist).
• Responsibilities and tasks.
• Required qualifications (e.g., experience, skills, education).
• Desired qualifications (e.g., certifications, industry-specific knowledge).
• Specific goals and KPIs the email marketer will be responsible for achieving.
• Reporting structure and team collaboration expectations.
• Location (remote or on-site).
• Compensation and benefits details.

3. Source Candidates

Use multiple channels to find potential email marketing candidates:

• Post the job listing on your company website.
• Use job boards, such as LinkedIn, Indeed, and industry-specific platforms.
• Leverage social media networks and groups.
• Seek referrals from your professional network.
• Collaborate with recruitment agencies if necessary.

4. Screen and Interview Candidates

Review resumes and portfolios to shortlist qualified candidates. Conduct initial phone or video interviews to assess their qualifications, experience, and cultural fit.

Ask candidates to provide examples of successful email marketing campaigns they've worked on. In the second round of interviews, delve deeper into their skills, past achievements, and how they would approach your specific email marketing challenges.

5. Assess Technical and Soft Skills

Evaluate candidates for the following technical skills:

• Email marketing software proficiency (e.g., MailChimp, HubSpot, or others you use).
• Knowledge of HTML and email design best practices.
• Analytics and reporting expertise.
• Familiarity with marketing automation tools.
• Assess soft skills such as communication, creativity, problem-solving, and the ability to work in a team or independently.

6. Check References and Make the Offer

After completing reference checks and final interviews, extend a job offer to your chosen email marketer candidate. Provide a clear and detailed offer letter that includes salary, benefits, start date, and any other relevant terms.

Once the candidate accepts the offer, ensure a smooth onboarding process and provide access to necessary tools and resources.

What Does an Email Marketer Do?

An email marketer is responsible for planning, creating, and executing email marketing campaigns with the goal of reaching and engaging a target audience to achieve specific business objectives. Here is an overview of what an email marketer typically does:

• Develop and execute an email marketing strategy
• Craft email content including subject lines, body text, and CTAs
• Design email templates
• Build and manage email subscriber lists
• Schedule and send email campaigns at optimal times to maximize open and click-through rates
• Conduct A/B tests on various email elements, such as subject lines, content, visuals, and CTAs, to identify what resonates best with the audience
• Monitor email campaign metrics and drive actionable insights for future campaigns
• Ensure proper email deliverance and follow best practices
• Integrate email marketing with Customer Relationship Management systems

What to Look for in an Email Marketer

When selecting a freelance email marketer, here’s what to look for:

Characteristics

When hiring a freelance email marketer, seek candidates with the right characteristics to excel in the role. Here are five key characteristics to look for:

• Email Marketing Expertise: Look for candidates with a deep understanding of list segmentation, A/B testing, automation, and deliverability optimization. They should be familiar with various email marketing platforms and have a proven track record of successful campaigns.
• Analytical Skills: They should know how to measure and optimize key performance indicators (KPIs) like open rates, click-through rates, and conversion rates.
• Creativity and Copywriting Skills: Strong creative skills are crucial for crafting engaging email content, including compelling subject lines, persuasive copy, and visually appealing designs.
• Adaptability and Continuous Learning: Freelance email marketers should be adaptable and willing to learn about new trends, technologies, and strategies to stay ahead in the field.
• Communication and Collaboration: Effective communication is vital for freelance email marketers who often work remotely. They should be able to clearly convey their ideas, updates, and insights to clients or team members.

Skills

You need a freelance email marketer who aligns with your business needs and objectives. Five critical skills to look for in an email marketer include:

• Email Marketing Platform Proficiency: Candidates should be skilled in using popular email marketing platforms such as MailChimp, Constant Contact, HubSpot, etc.
• HTML/CSS Knowledge: Proficiency in HTML and CSS is valuable for customizing email templates and ensuring emails render correctly across various devices and email clients. Candidates should be able to code, troubleshoot issues, and optimize email design for responsiveness.
• Data Analysis and Reporting: They should be skilled in tracking key performance indicators (KPIs), interpreting data trends, and using analytics tools to make data-driven decisions that improve campaign performance.
• Automation and Workflow Management: Candidates should know how to create triggered emails, drip campaigns, and personalized customer journeys. Proficiency in marketing automation platforms like Marketo, Salesforce Marketing Cloud, or others can be a significant advantage.
• A/B Testing and Optimization: Effective freelance email marketers should have expertise in conducting A/B tests to optimize various elements of email campaigns. They should know how to use test results to refine strategies and improve campaign outcomes.

Qualifications

A few qualifications to seek in an email marketer include:

• Education in Relevant Field: While an official education is not required, it may be helpful to seek an email marketer with an educational background in marketing, business, or a related field.
• Email Campaign Experience in a Similar Industry: Look for an email marketer who brings prior experience in a similar industry or with similar campaigns that you’re looking for.
• Email Marketing Technical Skills: Qualifications and proficiency in email marketing tools are vital. Look for a marketer who demonstrates qualifications in data analysis as well.
• Certifications: Certifications are not mandatory, but they can help demonstrate the expertise of a candidate. Relevant certifications may include HubSpot Academy, marketing automation classes, copywriting certificates, and other email marketing classes.

Interview Questions to Ask Email Marketers

To find the best email marketer, you need to know which questions to ask.

Here are a few of the top interview questions to ask email marketers:

• Can you describe your experience with email marketing? Discuss the objectives, methods, and outcomes of successful campaigns you led.
• What email marketing platforms and tools are you familiar with and how do you use them in your process?
• How do you approach email list segmentation?
• How do you handle email deliverability and spam issues?
• What email metrics do you track and how do you leverage them to optimize campaigns?
• Describe your process for A/B testing email campaigns.
• How do you stay updated with email marketing trends and best practices?

How Much Do Email Marketers Cost?

As with most marketing job salaries, the cost of hiring an email marketer can fluctuate immensely.

With that in mind, freelance email marketers often cost between $20 and $150 per hour. Retainer fees may instead start at $500 per month. Hiring a full-time email marketing employee can cost anywhere between $40,000 to $100,000 or more per year.

Where to Find an Email Marketer

To discover top-tier email marketing professionals, we recommend leveraging MarketerHire (explore our detailed MarketerHire review to learn more). MarketerHire collaborates closely with businesses to understand their unique requirements. Then, they swiftly connect them with thoroughly vetted email marketing specialists in under 48 hours. MarketerHire seamlessly combines the flexibility of freelancers with the professionalism of a marketing agency.

If you’re more interested in a marketing agency that offers email marketing or want another option, use Agency Matchmaker to find the ideal agency for your email marketing needs.

Platforms like Fiverr and Upwork offer a wide array of options at competitive hourly rates. However, that choice may entail more hands-on management and some degree of uncertainty in terms of talent quality. Check out our Fiverr review and Upwork review to learn more about these affordable options.

Frequently Asked Questions

What does an email marketer do?

Email marketers plan and execute email campaigns to engage audiences, boost brand awareness, and drive conversions. They create compelling content, analyze data, and optimize strategies for effective email marketing.

How do I find an email marketer?

You can find email marketers through job boards, freelance platforms, and marketing agencies. Consider using specialized services like MarketerHire or Agency Matchmaker to connect with experienced professionals.

How much do email marketers make?

Freelancers might charge $20 to $150 per hour, while salaried positions range from $40,000 to $100,000+ annually, depending on expertise and industry.