What Does an Email Marketer Do?: Learn How To Become One

Marketing 14 minute read 25th March 2024

Since more people have started demanding personalized messages, email marketing has become one of the most effective marketing techniques. Therefore, more companies are investing in it, increasing the demand for email marketing specialists. But what does an email marketer do?

Perhaps you’re asking yourself this question, especially if you’re familiar with the changing trends in the marketing industry. Or maybe you want to become an email marketer yourself.

Either way, this is the perfect article to start exploring the subject. You’ll learn about the salary, skills, and responsibilities of an email marketer, along with three steps to become one. So, without further delay, let’s jump right in.

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What Is an Email Marketer?

An email marketer creates, manages, and implements email marketing campaigns that promote products, services, or content to a target audience. They usually combine various skills within this digital marketing strategy to achieve the desired results.

It’s common knowledge that general or cold emails don’t work anymore. Therefore, marketers have to use several techniques to produce targeted email content.

Their goal is to produce emails that people open, read, and take the appropriate action.

So, that was a basic answer to the question, “What is an email marketer?” Now, let’s explore what makes this position so important for companies.

Email marketers can spread brand awareness and increase customer loyalty with the best techniques. They gradually work their way through informative emails, eventually encouraging customers to purchase from the company.

Here’s why this method is more effective for making sales.

When email marketers start by building connections with their customers, they start trusting the company. They keep an eye out for emails from that particular business. Therefore, they feel like they have the necessary information when the time to make a purchase comes around.

They don’t even think twice before investing because a good email marketer knows exactly what to say and when.

Moreover, email marketers can provide their clients with measurable results. This further improves the effectiveness of their marketing campaigns, increasing their revenue.

What Does an Email Marketer Do on a Daily Basis?

As email marketing and SMS marketing are similar, so are the tasks of marketers running campaigns. The tasks depend on the company’s size and requirements. If it’s a startup or a mid-level business, the email marketer has to fit in a lot of roles.

After all, a company might not have a lot of resources to hire dedicated personnel. In this case, writing, designing, and proofreading emails is just the start. They also have to:

  • Segment customers and create strategies for each group
  • Come up with actionable email CTAs and templates
  • Create lead-generation plans and weekly email newsletters
  • Come up with the appropriate email sequences to increase the company’s revenue
  • Manage email replies and solve problems that customers convey through email
  • Build and manage email lists, including the removal of inactive accounts
  • Measure the results of email campaigns and create reports
  • Work with various tools to automate email workflows
  • Keep an eye on the way customers respond to the email campaigns
  • Use A/B testing to increase email subscriptions
  • Adhere to the latest email compliance guidelines

On the other hand, the answer to “What does an email marketer do?” might change slightly in an enterprise-level company.

Here, the job becomes more exclusive, and the marketer might not have to perform related tasks like copywriting and designing. Instead, they work with a team of dedicated specialists, including analysts, web designers, heads of department, and marketing directors.

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What Is the Average Salary of an Email Marketer?

According to Glassdoor, the average salary of an email marketer in the US is $65,626 per year. Companies may also give additional pay ranging from $3,000 to $6,000 annually. These include bonuses, tips, etc. This means the better results you bring for your employer through email marketing, the more they’ll pay you.

With that said, the exact amount depends on the candidate’s experience. If becoming an email marketer interests you, you should know you can earn as much as $111,000. But that would only happen when you have several years of experience under your belt.

Become an Email Marketing Specialist in 3 Steps

The above numbers might tempt you to try your luck for a position as an email marketer. But remember, it’s more than just luck that will get you into this field and help you strive. You have to put in the effort and constantly keep learning.

However, that will come after you’ve learned the initial process of earning this position. So, here’s how to become an email marketing specialist in three steps.

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1. Learn the Soft and Hard Skills an Email Marketing Manager Needs

It shouldn’t come as a surprise that the first step is to learn the skills an email marketing manager needs.

Of course, you’ll need a higher level of education; at least a high school diploma is necessary. But the good news is you don’t need a degree to get the job of an email marketing expert.

Coursera and Skillshare are the two big names for online courses. These courses will help you develop the hard and soft skills to create an email marketing strategy that brings results. Now, what are those skills, you might ask? Well, let’s have a look:

Hard skills:

  • HTML, CSS, and web design knowledge to create email templates that are easy to read.
  • Copywriting skills to write emails that resonate with customers.
  • Knowledge of email marketing tools and technical skills to create and manage campaigns, lists, and automation.
  • Analytics and data skills to determine open rates, click-through rates, unsubscribe rates, etc.
  • List segmentation skills, digital sales funnels, and customer relationship management knowledge to create campaigns targeting identified customer profiles.

Soft skills:

  • Critical, analytical, and psychological thinking to understand the success of email marketing efforts.
  • Time management and leadership skills to work with a team.
  • Attention to detail that helps build relationships with customers.
  • Creativity to come up with clickable subject lines and calls to action.
  • Adaptability to incorporate the latest trends.

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2. Practice Everything You Learn

The next step is to put what you’ve learned through the course into practice. After all, you must have hands-on experience in email marketing to be able to use it for a client.

As mentioned, all email marketing managers need knowledge of a wide range of tools as a hard skill. For that, you’ll have to choose an email marketing software. But since you’re just practicing for now, go for free tools or free versions of the paid tools.

To start practicing, explore email marketing platforms and see how they work. Create practice emails and sequences to polish your copywriting skills.

However, don’t discard your practice—compile it into a portfolio to demonstrate your skills to future employers. Lastly, build a resume that displays your email marketing abilities. Don’t forget to practice within your desired niche. For example, if you plan on focusing on B2B email marketing, show those skills.

3. Start Applying for Jobs

Lastly, getting a job is impossible if you don’t go looking for it. You have to let people know you’re looking and prove your expertise. In simpler terms, the last step is to start applying for jobs. There are various job boards you can try, or you can scan a printed or online newspaper for email marketing jobs.

Moreover, let your friends and family know you’re looking so they can suggest an opportunity if it comes around.

However, stick to jobs requiring less experience when you’re starting, or you might face rejection. It would also be a good idea to consider an unpaid internship at this point.

On the other hand, you can test your luck in freelancing. Create accounts on freelancing websites and display your portfolio there. But remember, it might take longer to succeed there than a traditional job.

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Is Email Marketing a Good Career Choice?

Email marketing can be a great career choice if you put time and effort into it. But for that, you have to research “What does an email marketer do?” and get all the information you can.

As an email marketer, you must create, manage, and implement email marketing campaigns that sell a product or service. However, it will all start with building brand awareness and loyalty.

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