How To Become A Successful Email Marketing Campaign Manager

Of all the various digital marketing channels, email marketing software remains an indispensable tool of any digital marketing department. The success, however, of your email marketing campaign is not solely dependent on strategies or tools. It goes back to the skills of the campaign driver – that is, the manager in charge.

While anyone can drive an email marketing campaign, not everyone can do it well. To be successful in this role, you’ll need multiple skills and an in-depth understanding of email marketing automation.

Whether you’re aiming for a flourishing career in email marketing or you’re just a marketing head looking for a competitive email marketing manager, this short guide can help you.

The responsibilities

The email campaign manager should be on top of all email marketing campaigns, from planning and implementation to monitoring and reporting. As someone who is expected to see the big picture of the project, this person must find opportunities to engage customers and increase profits.

As a campaign driver, the campaign manager has to be a team player. She or he will be working closely with graphic designers, coders, copywriters, marketing officers and more.

The key responsibilities of an email marketing campaign manager are:

• Creating and implementing strategies for email marketing campaigns
• Creating proper segmentation of database and email lists to target different audiences
• Monitoring, analysing and reporting on the performance of email marketing campaigns to improve metrics and reach goals
• A/B testing on various email campaigns to determine effective strategies
• Ensuring that all email marketing campaigns adhere to best practices
• Using email marketing software and tools to execute email campaigns and more.

Skills required?

As you can see, the job of the campaign manager goes way beyond the send button. The role requires deep analysis of customer data, adeptness in email marketing automation tools, creative direction and marketing expertise.

You will need:

List building skills. The email list is the lifeblood of email marketing automation. The Email Marketing Campaign Manager must be capable of executing tactics to grow your customer database, whether online or offline, without buying an email list. He or she must know that having opt-in contacts is the only way to go.

Customer segmentation skills. Proper customer segmentation is crucial to boosting email conversions. It is important that the Email Marketing Campaign Manager can read customer data well to segment subscribers and ensure that emails sent to them are personalised.

Subscriber engagement skills. Finding ways to keep subscribers engaged is a skill. Remember: a huge email list is nothing if subscribers aren’t interacting with you. The Email Marketing Campaign Manager must have a firm grip of email engagement strategies such as offering incentives, setting up email sequences or giving away free content.

Social integration skills. The Email Marketing Campaign Manager must know how to leverage different social media channels such as Facebook, Twitter and Instagram to expand the reach and grow the number of subscribers in the email list.

Email marketing automation software skills. Since email campaigns are carried out using an email marketing automation software, the Email Marketing Campaign Manager must know how to navigate the platform to perform tasks efficiently.

Re:soft skills, the Email Marketing Campaign Manager must possess:

Strategic thinking. All profitable email campaigns begin with a plan, which means that the Email Marketing Campaign Manager must know how to devise email marketing strategies that are data-driven and well-researched.

Copywriting skills. From the subject line to email content and CTAs, email campaigns must be convincing enough to encourage readers to take your desired action. The Email Marketing Campaign Manager must have an excellent grasp of language.

Analytical skills. To improve email campaigns with recommendations, the Email Marketing Manager must know how to interpret data and perform insightful analysis. This also means having an eye for loopholes and opportunities.

Problem-solving skills. Issues and concerns are inevitable. In case of problems emerging, the campaign manager must provide immediate solutions.

While it delivers outstanding revenues, email marketing automation can be intimidating and complex for beginners. The right technical and soft skills from the Email Marketing Campaign Manager are required to guarantee marketing success and profitability.

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