10 Essential Skills of an Email Marketing Specialist

The email marketing industry is back in a big way.

Maybe it's because people are tired of being bombarded by ads on their social media feeds.

Or longer content online and in print is gaining popularity again.

Perhaps, it's because consumers feel they have more choices in whether or not they choose to open that email. 

Whatever the reason, you can't afford to ignore email marketing - and we mean that quite literally. In fact, for every $1 that you invest in an average marketing campaign, you're likely to see returns averaging around $38

Now that we have your attention, let's talk about the qualities you should look for in an email marketing specialist -- and how they can make those skills work for your brand. 

1. They Make Sure Your Email Is Delivered

We know this one seems obvious - but just think about how many email addresses you have created over time. Then, think about how many of them you actually still use. 

The last thing you want to do is spend hours crafting the perfect marketing email, only to have it go unread. An email marketing specialist doesn't just make sure your emails are delivered, they can also help you to ensure you don't end up in a spam filter. 

2. They Can Take Care Of Your Email List

We all want to have more subscribers - an email marketing specialist makes it happen. They'll use product/service giveaways, guest blogging services, content marketing strategies, and more to make sure your subscriber list is always growing.

Also, make sure your potential specialist will unsubscribe people that haven't clicked on your email in several months or even years.

3. They Can Increase Your Opening Rate

There's nothing more disheartening than seeing a low open rate - especially when you've worked hard to create an awesome campaign.

Your specialist should be able to craft awesome, engaging, and click-friendly subject lines that will encourage more of your subscribers to check out the amazing content inside the emails you send.  

4. They'll Get You More Clicks

Of course, getting your subscribers to open your email is only half the battle! You also need them to click on the links and offers inside as well.

Your specialist should know which specific products will be most appealing to the customer segment they're pitching to. They'll also make sure links are intuitive, and that they're directing people to the right pages!

They'll also craft a killer call to action to encourage more people to click!

5. They Need To Write Amazing Content

Look - the reality is that no matter how many channels you advertise across, and how much time and money you put into a marketing campaign, if it's not well-written, it's not going to help you. 

Even if you do everything else right, unoriginal, misspelled, and just plain boring content isn't going to do anything to help you grow your business. 

Luckily, your specialist has the skills to make your content engaging - and they can tailor that content to the specific platform they're working on. Make sure your content is working as hard as the rest of your team is when it comes to delivering digestible, clear, and valuable information to prospects. 

6. They'll Upgrade Your Design

The way your emails look is also important when it comes to getting those clicks! Your specialist will not only make sure that the layout of your emails is intuitive, but also that their overall design matches with the mission of your company. 

This will also help you to increase brand recognition!

7. They Know Their Way Around Analytics

Analytics are a huge resource for your company - and they're also the best way to know if your current engagement methods and content are actually working. 

Your specialist needs to know not just how to read this data, but also how to implement real-time, consistent changes based on that data.

8. They Can Engage With Your Subscribers

Of course, getting subscribers is only half the battle. You also have to work to keep them happy!

Your email marketing specialist will reach out to newer subscribers, email them exclusive offers, and learn what each sector of your subscribers is the most interested in. 

That way, you can be sure that if you have customers that only buy when a sale is on, they're the first to know when you're running one!

9. They Can Handle Social Media

You already know just how important social media is to your business. But your specialist should be able to use the information and data about your followers, posts, comments, and more to get you more subscribers. 

They should also use this information to learn what your customers want to see in marketing emails. Social media is a huge lead generator - take advantage of it with a professional.

10. They'll Update Your Marketing Automation Strategies

First of all, a good specialist will use lots of different marketing automation platforms - and they'll likely have an in-house option, as well. 

These tools should allow them to send an unlimited number of emails out every month, and should go above and beyond sending out automatic replies. They should use analytics, customer sorting, and a clear workflow to help you use data to improve your email marketing plan. 

Ready To Hire An Email Marketing Specialist? 

No matter which industry or what phase of business you're currently in, hiring an email marketing specialist can help you tap into new markets, increase your revenue, and help to keep your brand's name in the minds of your customers. 

When you're ready to work with one, you need to find someone you can trust to get the job right the first time around. You also need to find a company that's going to create unique content crafted to the specific voice and mission of your brand. 

You don't want someone who is just going to re-word what your competition is saying. 

That's where we come in. When you're ready to take all of your digital marketing strategies to the next level, reach out to us. 

Together, let's help you generate the profits you deserve.