How To Be An Awesomely Productive Email Marketing Manager
Develop marketing strategies that convert
Email marketing continues to be a powerful tool in the arsenal of digital marketers, despite the myths surrounding its ineffectiveness.
Yet, as an email marketing manager, it's essential to stay ahead of the game and maximize the potential of your email campaigns.
In fact, according to a study by Campaign Monitor, every dollar spent on email marketing generates an impressive $44 in ROI.
Automated email marketing, in particular, has seen significant advancements, enabling marketers to deliver personalized and timely messages to their audiences.
A report by Statista indicates that 49% of businesses utilize marketing automation, with 55% of B2B companies adopting the technology.
However, to excel as an email marketing manager, it is crucial to understand the strategies and tactics that drive success.
Now, read on as we outline the essential skills and knowledge email marketing managers need to create effective and engaging email marketing campaigns.
What's more, all of the following listing, segmentation, automating, and tracking tasks can be done in conjunction with your administrator via Mailer-To-Go's lightweight in-app transactional email service.
What does an email marketing manager do?
An email marketing manager is a type of digital marketing manager that's critical in shaping and executing a company's marketing efforts.
As an email marketing manager, your core responsibilities encompass various aspects of email marketing, from strategy development to performance analysis.
To excel as an email marketing manager, staying organized, managing your time effectively, and proactively identifying new growth opportunities are all essential. Furthermore, your duties may include:
1. Strategy development and implementation
An email marketing manager is responsible for devising an effective company email marketing strategy that aligns with the organization's objectives.
The email marketing manager will identify goals, set key performance indicators (KPIs), and develop tactics to achieve these targets.
2. Email campaign design and execution
The email marketing manager and their team of email marketers will design and execute targeted email campaigns, considering factors such as audience segmentation, messaging, and personalization.
This involves crafting compelling content, designing visually appealing email templates, and ensuring mobile-friendly compatibility.
If you use a transactional and marketing email provider like Mailer To Go, these campaigns will either be implemented by you or by the admins/devs who manage your web application and implement the lists, specs, and templates that you hand to them.
3. Accurate and prompt communication
Maintaining prompt and accurate communication with clients, prospects, and internal stakeholders is crucial. Email marketing managers ensure all communications are professional, engaging, and adhere to brand guidelines.
4. Cross-channel collaboration
Email marketing managers collaborate with other marketing team and digital marketing team members, including content creators, designers, and social media managers, to develop integrated email and digital marketing campaigns that drive engagement and conversions across multiple channels.
The marketing team will then interact with the dev/admin team to ensure that automated transactional emails and marketing campaigns get implemented according to spec, as mentioned before.
5. Performance analysis and optimization
An email marketing manager must consistently analyze email campaign performance, using metrics such as open rates, click-through rates, and conversions to identify areas for improvement.
This data-driven approach enables them to optimize email marketing efforts and enhance overall campaign performance.
6. Marketing automation and technology management
Utilizing marketing automation tools is essential for streamlining email marketing efforts and maximizing efficiency. Email marketing managers leverage these tools to schedule, send, and track their email campaigns, ensuring timely and targeted delivery.
While not marketing per se, transactional emails are a big part of this essential, consistent customer communication.
Automating a range of transactional emails in response to client events and triggers is essential if you intend to build a reputation as a reliable, credible vendor.
7. Database management
Building and managing email databases is critical for effective segmentation and targeting as part of your company's email marketing strategy. Email marketing managers ensure subscriber lists are accurate, up-to-date, and compliant with data privacy regulations.
8. Sales revenue tracking and reporting
Email marketing managers monitor and report on the sales revenue generated through email marketing campaigns.
This enables them to demonstrate the value of their efforts and make informed decisions about future marketing investments.
14 Top tips for email marketing managers
To be a successful email marketing manager, it's important to implement best practices, stay current with industry trends, and constantly refine your strategies.
Here are some top tips and tricks focusing on automated email processes you can do through Mailer To Go as a part of your email marketing manager duties.
1. Build a high-quality email list
Develop a comprehensive strategy to attract and retain subscribers who are genuinely interested in your offerings.
Use lead magnets, such as free resources or exclusive discounts, to incentivize sign-ups. However, to avoid going to spam, you should be wary of using trigger words in your emails and subject lines.
Optimize sign-up forms on your website and leverage social media campaigns to expand your reach. Keep in mind that a high-quality email list will have a direct impact on the success of your email marketing campaigns.
2. Automate a welcome email series and other transactional emails
First impressions are instrumental in establishing a strong relationship with your audience. Mailer To Go offers a simple solution for automating welcome email series for new subscribers.
By doing so, businesses can foster a lasting connection with their audience, immediately making them feel valued and appreciated.
Utilizing mobile-friendly email templates ensures that the messages appear clean and professional across all devices, enhancing user experience and increasing the likelihood of engagement.
A well-crafted welcome email series sets the tone for future interactions, potentially leading to increased customer loyalty, better brand recognition, and higher conversion rates.
With Mailer To Go, you can develop a multi-part email series that welcomes subscribers and nurtures them throughout their journey with your brand. A well-crafted series engages your subscribers by offering relevant content from the start.
You should do this not just for welcome emails, but for all sorts of transactional content from feedback request emails to receipt emails to renewal emails.
3. Automate periodic resending of high-value emails
Mailer To Go recognizes the value of excellent content and offers a feature to automate resending high-value emails. This enables businesses to reach subscribers who might have missed the email initially, maximizing sales revenue and keeping the target audience engaged.
By periodically resending valuable content, your business can increase its chances of conversions, build trust with its subscribers, and ensure that its marketing efforts yield optimal results.
Automation also saves time and effort for marketers, allowing them to focus on creating new content and refining their marketing strategies.
Automatically resending important emails ensures subscribers don't miss out on crucial information.
You can schedule auto-resends for emails that didn't reach all your subscribers or for new subscribers who weren't on your list during the initial send.
This strategy helps increase open rates, maximizing the chances of success in achieving your subscription and conversion goals. It also helps keep your content fresh and relevant in the minds of your subscribers.
4. Segment your readership with link-triggers
Understanding that different subscribers have different interests is crucial for an effective email marketing campaign. Mailer To Go offers link triggers, a feature that segments readership based on their interests.
This feature allows businesses to send subscribers more relevant and personalized content. This not only increases engagement but also improves overall email campaign performance.
When subscribers receive content tailored to their preferences, they are likelier to open, read, and interact with the emails, boosting conversion rates and building stronger relationships.
Utilizing link triggers in your email campaigns allows for seamless audience segmentation based on their interests and preferences.
You can use a mailing service that offers link triggers as a feature to help you create a more personalized experience for your subscribers. For instance, you can include a variety of topics and interests as clickable links or buttons within your email content.
Users who click these links are automatically segmented into different interest groups. This enables you to create targeted email campaigns based on their preferences, increasing engagement and conversions.
5. Track when subscribers disengage, so you can re-target and re-engage
It's natural for some subscribers to lose interest over time. Mailer To Go helps businesses identify when subscribers disengage, allowing them to re-target and re-engage them with personalized content and irresistible offers.
By monitoring engagement and adjusting marketing strategies accordingly, businesses can reduce subscriber churn and maintain a healthy, active email list.
Timely re-engagement efforts can reignite interest, re-establish connections, and lead to improved customer loyalty and increased revenue.
A large subscriber list is only valuable if users actively engage with your brand. Tracking and monitoring enables you to set up segments based on engagement levels, identifying disengaged subscribers and targeting them with tailored campaigns to win them back.
You can implement a re-engagement strategy by sending emails like:
Personalized messages expressing your desire for their return
Apologies for any issues they may have experienced
Exclusive offers or incentives to encourage re-engagement
This a final reminder to update their preferences or unsubscribe
By offering valuable content, personalized messaging, and relevant offers, you can reignite the interest of disengaged subscribers.
6. Conduct A/B testing
Continuous improvement is vital for maintaining a successful email marketing campaign. Mailer To Go enables businesses to conduct A/B testing on their email campaigns, providing valuable insights into what resonates best with their audience.
Businesses can fine-tune their email communications based on customer feedback by testing elements such as subject lines, content, and design.
This iterative process leads to higher conversion rates, better user experiences, and more efficient marketing strategies that evolve with the changing preferences of subscribers.
7. Personalize and segment your emails
Personalization and segmentation are key to connecting with your audience. Collect data on your subscribers to create detailed audience profiles.
Use this information to tailor your content and offers to different segments based on demographics, interests, and past behavior.
This targeted approach will make your communications more relevant and engaging, increasing open and click-through rates.
For some high-quality email design tips for marketers, watch Chase Dimond's free tutorial video, below.
8. Optimize for mobile devices
With more people accessing emails on their mobile devices, ensuring your email templates are responsive and displayed correctly on various screen sizes and devices is crucial.
Optimize images, fonts, and layouts for mobile viewing, and test your emails on different platforms and devices before sending them out.
A seamless mobile experience will lead to better engagement and a higher likelihood of conversion.
9. Leverage marketing automation tools
A marketing automation tool like Mailer To Go can help you streamline email marketing efforts, enhance campaign performance, and save time.
Automate list management, email scheduling, and performance tracking to maximize efficiency.
By leveraging these tools, you can send targeted emails at the right time and scale your campaigns more effectively.
10. Test and optimize your campaign
Continuously analyze your email campaigns' performance using key metrics like open rates, click-through rates, and conversions.
Adjust your strategies based on data-driven insights, and always strive to improve your campaigns' performance.
Use A/B testing to experiment with different subject lines, content, and design elements to identify what resonates best with your audience.
11. Balance promotional and value-driven content
While promoting your products or services is important, focusing solely on promotional content can lead to subscriber fatigue.
Create a mix of promotional, transactional, educational, and entertaining content to keep your subscribers engaged and interested in your brand.
Share industry news, offer tips, or create exclusive content that addresses your audience's needs and interests. By providing value, you'll build trust and credibility with your subscribers.
12. Maintain list hygiene
Regularly clean your email list by removing inactive, invalid, or duplicate email addresses. This practice will improve deliverability and engagement rates while minimizing the risk of penalties for sending emails to invalid addresses.
Maintaining a healthy email list ensures your campaigns reach the right audience and maximize their impact.
13. Follow industry regulations and best practices
Adhere to industry policies and regulations, such as the CAN-SPAM Act and GDPR, to ensure your email marketing campaigns remain compliant and respectful of your subscribers' inboxes.
Stay current with industry best practices, and always include a clear unsubscribe option in your emails to allow subscribers to opt out.
14. Monitor and track campaign performance
Regularly monitor and track your email campaigns' performance to identify improvement areas and measure the ROI of your marketing efforts.
Use detailed analytics reports to gain insights into your campaigns' effectiveness and adjust your strategies accordingly.
By staying on top of your campaign performance, you can make informed decisions about your email marketing investments and ensure the continued success of your campaigns.
What not to do as an email marketing manager
Being an email marketing manager involves implementing best practices and learning from mistakes. Here's an in-depth look at some of the things you should avoid as an email marketing manager:
1. Spamming your subscribers
Spamming is a major issue in email marketing. Sending unsolicited emails, excessive promotions, or irrelevant content can damage your brand's reputation and result in penalties, such as blacklisting.
Focus on delivering value-driven content and targeting the right audience to minimize the risk of being flagged as spam.
To avoid this, always adhere to industry policies and regulations, such as the CAN-SPAM Act and GDPR. Include a clear unsubscribe option in your emails and respect your subscribers' preferences.
2. Ignoring list hygiene
Maintaining a clean and updated email list is crucial for effective email marketing. An outdated or inaccurate email database can lead to high bounce rates, low engagement, and even penalties for sending emails to invalid addresses.
Maintaining a healthy email list can improve deliverability and engagement rates. Regularly clean your email list by removing inactive, invalid, or duplicate email addresses.
Use double opt-in methods when adding subscribers to ensure they genuinely want to receive your communications.
3. Overlooking personalization
Sending generic, mass emails are unlikely to capture your subscribers' attention. Personalization is key to connecting with your audience in today's competitive marketing landscape.
Tailor your email content to address each segment's unique needs and preferences, making your communications more relevant and engaging.
Rather than sending the same content to everyone, use segmentation techniques to group subscribers based on demographics, interests, and past behavior.
Personalization can lead to higher open and click-through rates, boosting the overall effectiveness of your email marketing campaigns.
4. Neglecting mobile optimization
Many people access their emails on mobile devices, making mobile optimization a critical aspect of email marketing.
If your emails are not optimized for mobile viewing, you risk providing a poor user experience, leading to decreased engagement and potentially higher unsubscribe rates.
Ensure your email templates are responsive and display correctly on various screen sizes and devices. Test your emails on different platforms and devices before sending them out to ensure a seamless experience for all subscribers.
5. Relying solely on promotional content
While promoting your products or services is essential to email marketing, focusing exclusively on promotional content can harm your campaigns. Subscribers may lose interest if they feel your communications are too sales-driven or lack value.
Provide value by sharing industry news, offering tips, or creating exclusive content that addresses your audience's needs and interests.
Strive to create a balanced mix of promotional, educational, and entertaining content to keep your subscribers engaged and interested in your brand.
By avoiding these common pitfalls, you can develop successful email marketing strategies that resonate with your subscribers and drive meaningful results for your business.
Always stay informed about industry best practices, keep an eye on emerging trends, and continuously refine your email marketing efforts to maximize success.
Enhance your email marketing productivity with automation
As an email marketing manager, it is crucial to have strong marketing automation technology knowledge. Automation tools streamline the management of your email campaigns, ensuring that your messages are sent to the right audience at the right time.
According to a study by Epsilon, automated email messages generate 86% higher open rates and 196% higher click-through rates than non-automated email.
By harnessing the power of automation, email marketing managers can focus on developing data-driven strategies that maximize engagement and conversion.
As you should have gathered from many of the tips throughout this article, email marketing automation is a powerful tool that can help you optimize your campaigns and effectively reach your audience.
Wrapping up
Email marketing automation is a game changer. It saves you time, smooths out processes, and boosts campaign results, leaving you free to cook up powerful strategies that grow your business.
We've shared top-notch practices, tips, and tactics to fine-tune your direct email marketing campaigns. By embracing the strategies we mentioned above, you'll craft content that truly clicks with your audience.
Keep your email list spick and span, stay on the right side of industry rules, and never stop testing and optimizing your campaigns. That way, you'll see better outcomes and up your email marketing game.
So, why not jump on the email marketing automation bandwagon? Start putting these pointers into practice today with the help of Mailer To Go, and watch your email marketing campaigns soar to new heights.
Dive into Mailer To Go now and unleash the true power of your email marketing ventures.
Frequently asked questions
What is the role of an Email Marketing Manager?
An Email Marketing Manager is instrumental in executing successful email marketing campaigns. Their tasks include identifying the target audience and designing and implementing email campaigns.
They are also in charge of the content of the emails, with the quality of this content being a key factor in subscriber engagement.
What are the key responsibilities of an Email Marketing Manager?
The responsibilities of an Email Marketing Manager encompass planning and implementing the company's email marketing strategies. This includes managing email campaigns end-to-end, from planning and targeting to execution and optimization.
They are also in charge of segmenting the customer database for targeted messaging, analyzing campaign performance, and proposing ways to improve engagement and conversions.
What skills are essential for an Email Marketing Manager?
An Email Marketing Manager needs a blend of creative, technical, and analytical skills. They should possess strong writing abilities, proficiency in email marketing tools, and an understanding of HTML and CSS for designing email templates.
Their analytical skills should be robust for interpreting campaign metrics and making data-driven decisions. They also need to stay updated with marketing trends and privacy laws.
What is the average salary of an Email Marketing Manager in the US?
On average, an Email Marketing Manager in the US earns around $79,901 per year.
How many Email Marketing Manager jobs are available in the United States?
As per recent data, there are over 1,000 job openings for the role of Email Marketing Manager in the United States.
What is the importance of an Email Marketing Manager in a company?
Email marketing managers are pivotal in shaping and executing a company's email marketing strategy. They play a significant role in understanding the company's email marketing needs.
With the rise of inbound recruiting and digital marketing, the role of an Email Marketing Manager has become increasingly crucial for business success.