Like you need a competent conductor for an orchestra, email marketing specialists are crucial for running successful email campaigns. Email marketing professionals can create, design, edit, strategize, test, and launch massive emails campaigns with ease. Here’s a detailed guide on why you should consider hiring an email marketing specialist for your brand.
What is an email marketing specialist?
Email marketing specialists are marketers that solely focus on creating email copies and email lists. Depending on the size of the marketing agency, their job profile will also include strategizing an effective email campaign and creating a workflow that converts readers into customers. While every email marketing specialist is a digital marketer, not every digital marketer is an email marketing professional.
What are the duties of an email marketing specialist?
A novice email marketer can compile email lists and create engaging emails. Purging email lists of duplicate and inactive contacts is another essential skill of an email marketer. A good email list will prevent the brand from triggering the spam filters while running its marketing campaigns.
As their proficiency levels increase, email marketers start taking on more responsibilities. Their focus shifts towards monitoring and creating email marketing campaigns. Competent email marketers constantly communicate with the HTML coders and the designers to ensure that the emails layouts are well-optimized and mobile-friendly. These experts also track and analyze the performance of email campaigns and use the data to improve the strategies.
How to measure the value of an email marketer?
Email marketing is a booming industry with a high ROI. Brands will often leverage the experience and the skills of specialists to boost their email marketing efforts. Email marketing professionals launch multiple initiatives to cultivate the relationship between the brand and the customer. Building relationships with the customer will increase the retention rate and increase repeat purchases.
Experienced email marketers can create email strategies that retarget the customers within a few months of their initial purchase. For example, if the brand sells items that need to be restocked every few months, email marketers can design a campaign that sends a reminder to customers to make the purchase before their stock runs out.
What are the important metrics to measure the performance of an email marketing specialist?
As you can already see, an email marketing professional has a lot of duties to perform. Hence, it is difficult to track their performance using a single metric. While some of their duties can be measured with a generic metric, the metrics mentioned below will allow you to gauge their overall performance.
Improved Click-through Rate
Email marketing specialists are responsible for creating emails that convince the reader to click on the links mentioned there. A well-written, well-designed and flawlessly coded email with a curiosity-inducing CTA gets significantly more clicks.
Take a look at this promotional email from Instagram. The standout feature of their email is the CTA button. The CTA has a gradient effect and has the same colors as their logo. You can tell from this email that their email specialist is worth every penny.
Increased conversion rates
Your email marketing campaign is considered to be a success when your targeted audience performs an action that is beneficial to the company. Email marketing specialists are the ones that orchestrate the campaign. Therefore, an increased conversion rate translates to their efficiency.
What does an email marketing specialist bring to the table?
Personalization
An email marketing specialist can create dynamic emails that address the reader by their name and also mentions their previous interaction with their brand. Email marketing specialists also work closely with HTML coders and data analysts to design templates that recommend products to the readers based on the subscriber’s purchase history. Experienced email marketers know exactly how to use past data to draw the attention of their customers.
The email marketing professional of Goodreads uses data based on the customer’s purchase history and purchase pattern of customers who bought the same product to recommend books.
Industry-specific knowledge
Email marketing specialists who also have extensive experience in the industry of your brand are highly valuable. These professionals know exactly what the customers want and can create the email content accordingly. They will even help you address the concerns of your customers through email campaigns. But do not fret if you can’t find an email marketer with industry-specific knowledge. An email marketing professional with sufficient experience is just as likely to better your brand awareness.
Experience and insights
A veteran email marketing specialist acts more like a consultant. They identify the weaknesses in your marketing approach and conduct experiments to find the most suitable strategy. They can increase your revenue significantly while maximizing your marketing ROI. An email marketer with years of experience will also have case studies that can provide you with insightful tips to better your brand presence.
Conclusion
While hiring an email marketing specialist, you should ask for their customer testimonials. If they were able to create efficient strategies for their previous customers, they can do the same for you too. You can also up your email game by hiring a certified Salesforce marketing cloud email specialist. Do not be afraid to expand your budget while searching for experienced professionals, as a good candidate will be able to significantly increase your reach and boost your revenue.
