How to Hire a Great Email Marketing Specialist

Why Is Email Marketing Especially Important Today?

Although email marketing is not as ubiquitous as social media marketing or content marketing, it is still a highly effective outbound marketing strategy. Through time, it has proven a high return on investment for those who send out marketing emails. 

Let’s take a look at recent stats that back this up: 

• Data & Marketing Association claims that email marketing experts make $42 for every $1 dollar spent in sending that email
• A Sales Cycle study backs this up, claiming that 60% of people believe that emails influence their purchasing decisions
• Optinmonster claims that the average conversion rate of marketing emails is 6%.

Email marketing can generate a lot of leads as well, since there are about 4.3 billion email users in 2022, and it is estimated to reach 4.5 billion by 2025. That’s 400 million more users than social media! 

Therefore, it is incredibly vital to find an email marketing specialist who creates campaigns that not only reach but also convert. Let’s go through how to find good email marketing specialists, and what skills and qualities to look for in candidates. 

Email Marketing Specialists’ Skills & Capabilities

Email marketers are specialized given the nature of direct-to-consumer communication of their work – they possess a unique set of skills that enable them to create personalized and targeted messages to specific groups of people. 

Here are the main marketing skills you should look for when assessing email marketing candidates: 

1. Strategy
   They are able to develop and implement effective outbound marketing strategies that align with overall business goals. 

1. Campaign management
   They are able to implement and maintain email marketing software to manage campaigns, track metrics/KPIs, and make data-driven decisions.

1. Target audience analysis and list segmentation
   They understand how to segment various email recipients and tailor messages to specific groups of people.

1. Copywriting and design
   They are able to write compelling email subject lines, copy, and messages while designing visually appealing email layouts that drive engagement.
   
   
2. Analytics and optimization
   They are able to analyze data and performance from email campaigns to optimize future efforts.
   
3. A/B testing
   They have the ability to perform experiments and tests to optimize different elements of the campaign for better results.
   
4. Marketing automation
   They are able to use marketing automation tools to scale marketing efforts and create personalized, trigger-based campaigns. 
   
5. CRM integration
   They have experience with CRM systems and can integrate with CRM email marketing platforms to streamline campaigns.
   
6. HTML and CSS
   They have basic knowledge of programming language to effectively create and edit email templates.

Although great technical skills are highly essential for the role, they may be insufficient if a candidate’s soft skills are lacking. Here are a few of the soft skills email marketing specialists should possess in order to be successful and efficient in the role: 

1. Communication
   They have strong verbal and written communication skills to effectively collaborate with different marketing teams and stakeholders.
2. Adaptability
   They are able to adapt to changes in the industry and adjust their initiatives accordingly.
3. Problem-solving
   They have the ability to identify and resolve issues that arise during the email marketing campaign process.
4. Detail-oriented
   They have a keen attention to detail and the ability to catch errors and inconsistencies.
5. Creativity
   They have the ability to come up with fresh and innovative ideas for email campaigns.
6. Time management and organization
   They have good organizational skills to manage multiple campaigns and tasks at the same time, and they often meet deadlines. 
7. Project management
   They have the ability to plan, execute, and track the progress of an email marketing campaign.
8. Analytical skills
   They have the ability to analyze complex data and use it to improve campaign performance.

Lastly, email marketing specialists should have a deep understanding of email marketing laws and regulations and ensure that campaigns are compliant. 

Email Marketing Platforms

Email marketing specialists need to have the ability to use the latest technology and best practices to develop and deliver successful email marketing campaigns. 

In order to effectively manage email campaigns, they must be highly familiar with any of the following email marketing platforms:

• Mailchimp: Known for its user-friendly interface and automation capabilities, Mailchimp also offers a free plan for small businesses and a wide range of integrations with other platforms such as Shopify, Magento, and WooCommerce.

• Moosend: Moosend enables you to do A/B tests and data analytics to measure engagement, and provides more than 40 free customizable templates. 

• Constant Contact: Constant Contact has a focus on small businesses, offering a wide range of easy-to-use templates, a drag-and-drop editor, and a free trial.

• GetResponse: GetResponse is known for its powerful automation capabilities and it offers a wide range of integrations and a landing page builder.

• HubSpot: Its key features include A/B testing for the best email messages, a drag-and-drop template editor, and an integration on the HubSpot CRM platform. 

• AWeber: AWeber is a simple and user-friendly email marketing platform that offers a range of templates and automation features, as well as a free trial.

• Campaign Monitor: Known for its sleek and professional design, Campaign Monitor provides sleek and professional designs, a wide range of templates, and automation features. They also provide a free trial. 

• ConvertKit: Known for its simplicity and focus on creators and online businesses, ConvertKit offers a range of automation features and integrations with other platforms.

• Drip: Drip is recognized for its powerful automation and e-commerce features, and it offers a wide range of integrations and a visual workflow builder.

• Klaviyo: Klaviyo offers a wide range of automation and segmentation features, as well as a range of integrations with e-commerce platforms such as Shopify, BigCommerce, and Magento.

• ActiveCampaign: ActiveCampaign offers a wide range of integrations and a visual workflow builder. It has powerful automation and CRM features. 

• MailerLite: Known for its user-friendly interface and automation capabilities, MailerLite also offers a free plan for small businesses and a wide range of integrations with other platforms.

Email marketing specialists must have experience with a few of these platforms and know how to differentiate them. More importantly, they should be able to discern which platform would work best for your nature of business. 

Finding Qualified Email Marketing Specialists

Where to Find Them

So where exactly can we find these highly qualified email marketers with years of experience? Here are a few ideas: 

• Professional associations
  Many professional associations, such as the Direct Marketing Association or the Email Experience Council, have a directory of members who specialize in email marketing.

• Outsourcing platforms/freelance marketplaces
  
  
  There are platforms that help you find the candidates you need. In our team’s case, we rigorously screen our candidates in order to find one who could meet the client’s required skill sets. Below is our screening and interview process for good candidates:
  • Skills & experience screening
  • Technical interview
  • Live interview
  • Pilot project
  • Sustained performance
    

• Your inbox
  As active professionals and consumers, it’s inevitable to receive a barrage of marketing emails. If any of these emails manages to catch your eye, it’s worth reaching out to the email marketer and possibly recruiting them. 

• Social media
  Many email marketing specialists have a presence on social media platforms like Twitter and LinkedIn, and you can often find them by searching for relevant keywords or hashtags.

Roles with the Same Qualifications

If you happen to come across tenured email marketing specialists with extensive experience in other roles too, they may be especially viable for you. 

Not all marketing roles may have the ideal background and qualifications for email marketing, but we’ve listed down the ones that should be fairly similar: 

• Digital Marketers
• Growth Marketers
• Content Marketing Specialist
• E-commerce Marketing Specialist
• Search Engine Marketing Specialist
• CRM Marketing Specialist
• Marketing Automation Specialist

How to Screen Email Marketing Specialists? 

Basic Fundamentals Email Marketers Should Know

When you interview email marketing specialists, they must be able to demonstrate extensive knowledge and depth in the following areas: 

• Email list segmentation and targeting
• Email design and layout, including HTML and responsive design
• Email deliverability and inbox placement
• Email marketing automation and trigger campaigns
• Email campaign performance metrics, such as open rates and click-through rates
• A/B testing and optimization of email campaigns
• Compliance with laws and regulations related to email marketing, such as the CAN-SPAM Act and GDPR

You may shape your interview questions around the topics listed above to test their skill and understanding. For more information, you may also view our email marketing interview questions. 

How to Assess Email Marketing Candidates

First and foremost, it’s imperative to put their skills to the test. Below is a sample assessment test you can use as a guide when screening your candidates: 

1. Create an email marketing strategy for a product launch, from lead generation to customer retention. 
2. Create an email marketing template that intends to generate leads for the aforementioned product launch. 
3. What are actionable next steps to take to capture subscribers that are no longer responding?

To complement their assessment test, you may review candidates’ portfolios and ask for references to ensure they have the necessary skills and experience. 

Lastly, clearly communicate your needs and goals for your email marketing campaign to make sure the full-time specialist you hire is the right fit for your business. To learn more, refer to our email marketer job description template.  

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Read more: 

• A Guide to Hiring a Business Analyst
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• A Guide to Hiring E-Commerce Marketing Experts
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