Essential Skills & Success Metrics of an Email Marketing Manager


Email marketing encompasses a diverse range of roles, each crucial in their own right. Among these positions is the email marketing manager, an integral figure in crafting impactful email campaigns. Whether you’re keen on comprehending the intricacies of this role or contemplating stepping into it, delve into the details ahead to grasp all that’s essential.

What’s an email marketing manager?

The Email Marketing Manager holds the reins in steering and implementing email marketing strategies within a company. Their scope spans from strategic campaign planning, subscriber database management, crafting compelling newsletters, to scrutinizing campaign performance. The ultimate aim? To adeptly connect with the intended audience, bolster the brand’s presence, and catalyze customer engagement and sales via email interactions.

What does an email marketer do?

An Email Marketing Manager does an important job in running successful email marketing campaigns. They figure out who to send emails to, make emails, make sure the writing is good and without mistakes, and set up emails to work on phones. They also take care of the list of people getting emails, look at how well the emails are doing, and say how to make them better. They also talk to other teams like the ones in charge of writing and design to make sure emails match the brand and make talking to customers in emails better.

Email marketing job description

As the Email Marketing Manager, your job will be making and improving email campaigns. You’ll handle email lists, create interesting newsletters, and use online tools to boost sales.

Your cool ideas and knowing what customers like will really help us. It’ll make our brand more famous, give our customers good info, and keep them happy.

If you love email marketing and you’ve done great before, come work with us. Let’s keep growing and doing well together!

Email marketing manager responsibilities

  • Explore the brand’s demographics and pinpoint the main audiences.
  • Create email plans considering who will get them.
  • Select and arrange what goes into the emails.
  • Send tailored content to certain groups by splitting emails.
  • Check how the plans are doing and change things if needed.
  • Make sure the emails look right, have no mistakes, and go out at the best times.
  • Build databases to keep contacts and study potential customers.
  • Adjust email models for computers and phones.
  • Get an automatic email series and decide when they go out.
  • Follow how many people buy things because of the emails and how much money that makes.

Skills needed to be an email marketing manager

Below are the common qualifications, soft skills, prerequisites, and tools email marketing managers use:

Qualifications to be an email marketing manager:

  • Experience of at least two years in email marketing, digital marketing, or related fields.
  • Skills in guiding potential customers and building strong relationships.
  • Capability in using and applying web data.
  • Expertise in writing for online content.


  • Completion of a Bachelor’s program in marketing, communications, or a related area.
  • Hands-on experience and/or certifications connected to email marketing tools and software.

Hard skills:

  • Understanding of tools for automating email marketing.
  • Comfort using tools that manage email lists.
  • Practical know-how in HTML, CSS, and systems that handle content.
  • Proficiency in tools that track website and user data.

Soft skills:

  • Ability to lead effectively.
  • Capability to solve problems efficiently.
  • Skills in managing projects.
  • Strong communication skills in speaking and writing.

Tools and programs used:

  • Omnisend
  • Zoho Campaigns
  • Campaign Monitor
  • HTML
  • CSS
  • Drip
  • HubSpot
  • Constant Contact
  • Mailchimp
  • ActiveCampaign

How to measure the effectiveness of an email marketing campaign

Given the diverse array of responsibilities email marketing managers handle, using a single measure to gauge their success can be challenging.

Considering this, here are the key metrics to monitor when assessing potential success in this role.

Conversion rates

A conversion occurs when a consumer takes an action that holds value for your company, signaling the success of the marketing campaign by bringing in a paying customer or a new subscriber.

The email marketing manager’s impact on the campaign’s course can be reflected in a high conversion rate, showcasing their effectiveness. Conversely, a low conversion rate might signal the need to adjust your approach.

Click-through rates

The duty of email marketing managers involves crafting the email content, and it’s this content quality that determines whether a subscriber will delete the email or engage by clicking a link. Clicking on a link factors into the click-through rate.

A low click-through rate suggests a need for the email marketing manager to review the email content. Even if the subject line is compelling and leads to a high open rate, there’s a necessity to focus more on email design and creating an enticing call-to-action (CTA).

How to become an email marketing manager: Education and Career Path

Email marketing managers often acquire a bachelor’s degree in marketing, communications, or a related field.

Additionally, these managers should gather at least two years of experience in email marketing, digital marketing, or comparable roles. It’s beneficial to possess expertise in various areas like email marketing best practices, crafting marketing campaigns, nurturing leads, understanding web and user analytics, SEO, copywriting, and project management.

Prior to stepping into the role of an email marketing manager, individuals might initiate their career as an email marketing specialist, digital marketing specialist, or in a related position. As they gain experience as an email marketing manager, they can progress into more senior roles such as digital marketing manager, marketing director, or even assume the position of a chief marketing officer (CMO).

Grow your career as an email marketing manager

Ready to propel your career in the dynamic realm of email marketing? Discover the ins and outs of this pivotal role, from crafting compelling campaigns to honing in on crucial metrics for success. Whether you’re stepping into the world of email marketing or aiming to advance your expertise, delve into the essential skills, qualifications, and tools required. Join us in steering brands to new heights through innovative strategies, effective communication, and impactful campaigns. Unleash your potential and drive impactful change in the world of email marketing!


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