Digital marketing teams comprise a wide variety of expert professionals. These professionals include content marketers, designers, copywriters, social media specialists, and more.
Email marketing specialists fall under this umbrella of a digital marketer, and they are a major part of the team.
A digital marketing strategy is nothing without an email marketing specialist. These individuals understand the technical landscape of email, driving traffic, securing conversions, and building relationships with consumers new and old.
But what exactly is an email marketing specialist and what do they do?
What is an email marketing specialist?
An email marketing specialist is a digital marketer that focuses on building email lists, creating emails, and nurturing leads through written communications.
These professionals work with email automation software, sending out email blasts, newsletters, and more, all with the goal of increasing brand awareness and establishing a brand’s place in the competitive market.
Source: Really Good Emails
What do email marketing specialists do?
The duties of an email marketing specialist vary. There’s an established list of tasks all email marketers can expect, from using automation tools to writing emails and even interacting one-on-one with audiences.
Following is a more extensive list of the roles and responsibilities of expert email marketing specialists. Email marketing professionals are tasked with:
- Creating and monitoring a wide variety of email marketing campaigns
- Ensuring design and layouts of emails are optimized, user and mobile-friendly
- Proofreading key messaging in and out of email templates
- Sending graphics requests to designers
- Compiling email lists
- Purging email lists
- Securing email databases for future campaigns
- Following up on emails
- Placing product orders
- Creating digital ads
- Tracking and analyzing campaign results
- Aiding additional digital marketing efforts.
This is just a brief list of tasks email marketing specialists can expect to participate in throughout their tenure.
What is the value of email marketing specialists?
Email marketing is an ROI-boosting marketing initiative. Therefore, email marketing specialists are valuable in their ability to drive these results in the most direct avenue possible.
Email marketing specialists build campaigns that drive brand campaigns and boost traffic. With this, they can solidify their place in the competitive market and ensure their brand sees results in the short term and the long term.
By the end of 2019, there will be almost 250 billion emails sent each day.
This shows the prevalence of email in the modern age of communication. It’s a booming industry that brands need to leverage in order to secure the leads that will drive business growth.
These email professionals cultivate a culture of mutual understanding and positivity. Through a number of initiatives that include newsletters, lead nurturing, and more, these marketers build relationships that are beneficial for all parties.
With the focus on building relationships, companies can ensure that they keep lifelong customers with something as simple and effective as an email. An email marketing specialist should be able to create impactful engagement at each stage of sales, from lead generation to conversion.
What’s the role of AI for an email marketing specialist?
Email marketing specialists are increasingly incorporating artificial intelligence (AI) into their workflows to enhance efficiency and effectiveness. AI tools are being used for tasks such as audience segmentation, personalized content creation, and predictive analytics. By using AI, specialists can automate routine tasks like A/B testing, optimize send times, and generate data-driven insights that improve campaign performance. This allows them to focus on more strategic elements of their campaigns, driving better results and higher engagement rates.
Examples of AI in action
- Audience segmentation: AI tools analyze customer behavior and demographics to automatically create highly targeted segments. For instance, AI can identify patterns in purchase history and website interactions to segment customers who are likely to respond to a specific promotion, ensuring more relevant and effective campaigns.
- Personalized content creation: AI-powered platforms like dynamic content generators can create personalized email content for each subscriber. For example, AI can suggest product recommendations based on past purchases or browsing history, crafting unique messages for each recipient without manual intervention.
- Predictive analytics: AI uses historical data to predict future customer behaviors, such as the likelihood of a purchase or the optimal time to send emails. By forecasting trends, email marketing specialists can make data-driven decisions to increase the likelihood of conversions and improve overall campaign performance.
- A/B testing automation: AI can run multiple A/B tests simultaneously, quickly determining which subject lines, images, or content perform best. This reduces the time and effort required to optimize campaigns, allowing specialists to focus on strategic planning and creativity.
- Send time optimization: AI analyzes individual subscriber behavior to determine the best time to send emails for maximum engagement. For example, if a customer typically opens emails in the evening, the AI tool will automatically schedule the email for that time, increasing open and click-through rates.
By integrating AI into these areas, email marketing specialists can achieve higher efficiency, more precise targeting, and better overall results.
What now?
Email marketing is a major part of any digital marketing strategy. That’s why more brands should invest in dedicated email marketing teams and specialists.
These pros know the ins and outs of email and can drive exponential ROI through the platform with ease.
Develop an email marketing campaign that promotes business growth with our helpful guide.