It’s hard to ignore the impact of email marketing.
Most of us receive daily emails from brands and businesses promoting different offers.
If they do their job well enough, they will ultimately lead you to find out more about a product or service.
Behind every successful marketing email is a creative email marketing specialist.
An email marketer usually works as part of a wider marketing team, working towards shared objectives to promote a brand, product, or service.
It’s a challenging and creative role, and if you have the right skill set, it could be a great match for you.
In this guide, we’ll dive into the world of email marketing and outline how to become an email marketer.
Email marketing is a digital marketing tool that involves sending promotional emails to a targeted audience.
It’s an effective way of reaching customers directly to promote a brand’s products or services.
Email marketing provides a simple, low-cost method of engaging with customers, building customer loyalty, and boosting sales.
Direct emails can be used to reach a large audience and for a variety of purposes, including promoting new products, announcing special offers, or sharing valuable information.
Email marketing is just one of several forms of digital marketing that can be used to reach audiences.
Other methods include search engine optimization (SEO), pay-per-click (PPC), and social media.
Each of these platforms has its own strengths and weaknesses:
Used to share key announcements with a targeted audience via email.
A strategy to tailor a website’s content to improve its rankings in search engine results such as Google and Bing.
PPC is a type of digital advertising where the advertiser is charged a fee every time someone clicks on their ad.
Brands and businesses use social media to connect with their audiences and can use both organic and paid-for strategies to achieve objectives.
Used alone or alongside other digital marketing practices, email marketing has the potential to generate a lot of success for businesses.
Email marketing can form a solid part of any brand’s marketing strategy.
With the potential to deliver excellent ROI for little investment, brands with an effective approach to email marketing should expect to see great results.
Some of the main benefits of email marketing include:
With the number of global email users expected to reach 4.6 billion in 2025, email marketing demonstrates huge potential for brands. 44% of users check their email for a deal from a company they know, compared with just 4% of Facebook users.
With open rates of almost 23% for marketing emails, this is a significantly higher engagement rate than the 1-6% average of social media engagement rates for Facebook, Twitter, LinkedIn, and Instagram.
What’s great about email marketing is that it can be used by businesses of all sizes.
The right communications at the right time have the potential to reach many subscribers to generate high ROI for your business.
One of the most effective routes to becoming an email marketing specialist is to undertake a marketing or communications bachelor’s degree.
While this isn’t an essential qualification, having a marketing or related degree can help you learn some of the skills and methodology behind successful email marketing.
The key skills you will need to become an email marketing specialist include:
Some businesses may want to employ someone solely to work as an email marketer, but many businesses will want multi-skilled digital marketers who can work on a range of campaign types, bringing their expertise and experience to deliver results.
You can take advantage of the many digital marketing courses that will help you learn essential digital marketing skills.
These will help introduce you to many email marketing practices and tools to help you develop the knowledge that will make you a desirable candidate for email marketing roles.
Some of our best tips for becoming an email marketing specialist are:
Before embarking on any career path, you need to know what it entails.
You should read all about the roles and responsibilities, average salary, and the types of companies and organizations that hire email marketing specialists.
It’s worth checking out some examples of successful email campaigns to help you see the types of things you could be working on, as well as give you some inspiration for the future:
A marketing qualification can help you learn some of the skills needed to become an email marketing specialist.
Marketing qualifications are attractive to employees, and you may not need a bachelor’s degree in marketing if you’ve completed some other relevant training and qualifications.
Spend time developing core digital marketing skills such as copywriting, graphic design, and data analysis to evaluate campaign performance.
Many of these digital marketer skills are transferable across different areas of digital marketing, giving you some flexibility to move between roles.
Experience is key to being hired as an email marketing specialist.
You may need to secure an internship or start a graduate program to help you gain experience in a junior role.
From there you can learn the ropes and add to your skills and experience to help you move up the ladder.
You could also try volunteering or working on an independent email marketing project to help you gain some experience and develop a portfolio to share with potential hiring managers.
Fortunately, there are many incredible tools to help you become a successful email marketer, including:
One of the most well-known email marketing platforms, Mailchimp is used by a number of businesses to produce email marketing campaigns, design attractive email templates and gain valuable insights to help improve performance and increase ROI.
HubSpot is an all-in-one marketing platform that can execute high-performing email campaigns alongside other essential tools such as CRM (customer relationship management), customer support, and more, ensuring a cohesive, customer-focused marketing experience.
An online platform specializing in marketing automation.
Helps to narrow down targeting and carries out many functions on your behalf to save time and resources and make lighter work of your email marketing efforts.
Drip is an easy-to-use marketing platform that makes designing attractive and engaging resources simple and effective.
Optimo’s own email subject line generator is a handy tool for marketers looking for inspiration for an engaging, attention-grabbing subject line ready to appeal to your customers.
Nobody wants to receive an email full of typos or spelling mistakes.
Use a free AI proofreading tool to make sure your marketing emails are 100% correct before you hit the send button.
Understanding your target audience is an essential element of a successful email marketing campaign.
Optimo’s AI market research tool helps give you some valuable insights into your target demographics including age, interest, shopping habits, and more, while also giving some ideas on the best methods to reach your target audience.
This can help inform your email campaigns to help you gain the best results.
Keeping up with the latest email marketing trends can help you become a more effective email marketing specialist.
Advances in technology and automation are constantly changing the email marketing landscape, but global events such as the recent pandemic have also contributed to shifts in practices.
Following email marketing influencers on social media can also give you some of the latest news and insights to help you become a better marketer.
Email marketing can provide a significant ROI for businesses, making it an exciting area of marketing to specialize in.
If you’re interested in becoming an email marketer, you should explore training and qualifications that will help you gain the email marketing skills and knowledge you need to become a digital marketing expert.
Using tools like Optimo can help you take your email marketing campaigns to the next level.
We have developed a range of smart AI tools that can help you draft email subject lines, proofread your work and even help generate creative copy.
Try out Optimo for free to see how it can boost your marketing efforts, and keep an eye on our website for new and exciting AI tools as they’re launched.
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