WHAT DOES AN EMAIL MARKETING SPECIALIST DO?

Updated: Jun 02, 2025 - The Email Marketing Specialist develops and executes email campaigns and workflows to support various marketing functions, ensuring personalization through data-driven content tailored to audience segments. This position monitors and measures campaign performance, leveraging A/B testing and analytics to optimize strategies and improve prospect engagement throughout the funnel. The specialist collaborates cross-functionally to align marketing efforts, manage projects, and maintain a relevant email nurturing program using automation and personalized content.

A Review of Professional Skills and Functions for Email Marketing Specialist

1. Email Marketing Specialist Job Summary

  • Email Campaign Execution: Build, test, and deploy email campaigns including personalization and dynamic content.  
  • Template Management: Maintain ownership over the email templates, including the development of new templates within the design system.  
  • QA Process Management: Own the email QA process, with support from the Email Marketing Manager.  
  • Cross-Team Collaboration: Coordinate email content and campaign execution by partnering with internal teams including design, content, and marketing.  
  • Creative Production: Manage final production for all email creative files.  
  • Email Calendar Management: Work closely with the Email Marketing Manager to maintain the sending cadence with the email calendar.  
  • Lifecycle and Nurture Workflows: Support the development and building of lifecycle and nurture email workflows.  
  • A/B Testing: Implement A/B testing and report findings back to the broader marketing team.  
  • Campaign Optimization: Campaign Launch and Optimizations to reach customers through email campaigns and inform them about new products and events.  
  • Drip Campaigns: Running email marketing drip campaigns.  
  • Message Clarity: Ensure the marketing message is conveyed clearly and delivered properly to prospects.  
  • Email Creation: Create emails, and proofread emails for clarity, grammar, and spelling.  
  • Lead Generation: Create a database of emails for lead generation.  
  • Mobile Optimization: Ensure mobile-friendly email templates.  
  • Testing and Measurement: Implement a rigorous testing plan and measure success for every campaign.

2. Email Marketing Specialist Accountabilities

  • Email Campaign Creation: Work closely with the digital marketing teams to create compelling email campaigns that appeal to different audiences.  
  • Client Engagement: Participate in calls with prospects and clients to be the email marketing expert.  
  • Content Collaboration: Work closely with the content writers to plan email content.  
  • Email Optimization: Edit and optimize email copy and design.  
  • Template Creation: Create email templates that are branded for legal clients including newsletters, drip series, and other common messages.  
  • Strategy Revision: Revise email marketing strategies to ensure scalability.  
  • List Management: Segment and manage subscriber lists to increase client email deliverability, and improve engagement metrics.  
  • Performance Reporting: Analyze data and create performance reports for marketing performance reports.  
  • A/B Testing: Improve performance, run A/B testing on subject lines and email copy.  
  • Mobile Optimization: Ensure that messages are mobile-friendly.  
  • Compliance: Make sure emails comply with industry guidelines and best practices.  
  • List Management: Keep the email list clean by removing non-deliverable addresses and opt-outs.  
  • Performance Tracking: Use reports to track KPIs and improve performance.  
  • Client Communication: Handling the initial stage of client communication.  
  • Client Support: Answers questions from clients about product and service benefits.  
  • Database Management: Maintaining client database.  

3. Email Marketing Specialist Job Description

  • Email and SMS Management: Taking responsibility for the company’s email and SMS communications with customers.  
  • Copywriting: Writing fantastic copy that engages the audience and results in the desired action.  
  • Automation Setup: Designing, setting up, and overseeing email and SMS automation.  
  • A/B Testing: Managing a relentless program of A/B testing to constantly improve performance.  
  • Lead Re-engagement: Supporting the marketing team in re-engaging old leads to unlock revenue.  
  • Funnel Development: Building out a robust network of automated email and SMS funnels to support the sales team.  
  • Performance Analysis: Analyzing email and SMS performance, reporting findings to Senior Leadership.  
  • Customer Communication Expertise: Be the team’s expert in customer communication, offering advice and ideas.  
  • Customer List Management: Oversee the current and expanding customer lists, ensure the most of the data while ensuring the customer is treated fairly at all times.  
  • Risk Management: Highlighting potential risks to the business, including potential GDPR and ISO breaches.  
  • Campaign Optimization: Optimize results by testing subject lines, personalization, creative, copy, etc.  
  • Inbox Deliverability: Ensure high inbox deliverability rates by monitoring major email providers (Gmail, Outlook, Apple, etc.).  
  • Performance Tracking: Track and analyze campaigns to ensure KPIs are met.  
  • Best Practices Development: Develop best practices from previous campaigns to inform subsequent outputs.  
  • Collaboration with Designers: Collaborate with graphic designers to improve the appearance layout of outputs.  
  • Content Collaboration: Liaison with copywriters and strategists in the creation of the Email Marketing Calendar.

4. Email Marketing Specialist Overview

  • Client Communication: Serve as the main point of contact for the clients facilitating weekly calls and regular email correspondence.  
  • Buyer Persona Development: Build buyer personas, identify buyer pain points, and create appropriate messaging matrices.  
  • List Management: Manage and build various LinkedIn InMail lists through LinkedIn Navigator.  
  • Segmentation: Segment lists are based on behaviors and demographics.  
  • Sales Copywriting: Write sales copy for outbound email sequences sent through LinkedIn Navigator.  
  • LinkedIn Profile Management: Create LinkedIn groups and help design and implement LinkedIn company profile pages for the clients.  
  • Content Calendar Creation: Curate client and 3rd-party content to create a content calendar that will distribute the content to LinkedIn group members each month.  
  • Performance Analysis: Analyze and measure results and optimize.  
  • Documentation and Roadmaps: Develop documentation and road maps for processes, A/B tests, and promotions that succeed through LinkedIn InMail.  
  • Team Management: Manage a small team of virtual assistants who manage the execution of the strategy.  
  • Digital Research and Innovation: Research and advice on digital platforms, current trends, and innovations.  
  • Affiliate Program Optimization: Develop and optimize affiliate marketing program.  
  • Marketing Support: Additional marketing support duties, measure email marketing KPIs.  
  • Best Practices Monitoring: Continually monitor and analyze to ensure best practices are being used.  
  • Email Automation: Schedule, test, and send messages using email automation software.

5. Email Marketing Specialist Details and Accountabilities

  • Email Campaign Creation: Create email marketing campaigns both one-time blasts and nurturing email tracks.  
  • Behavior-Based Emails: Create and maintain behavior-based email communications.  
  • Process Improvement: Uphold and improve marketing processes to ensure seamless collaboration, efficient execution, on-time delivery, and quality work.  
  • Cross-Department Coordination: Maintain work process flows by coordinating information and requirements with related operational departments, participating and providing resources across teams.  
  • Project Alignment: Align projects with overall marketing and company goals, prioritizing and planning initiatives according to schedules and available resources.  
  • Reporting: Keep management informed by preparing and presenting reports and making data-driven process recommendations.  
  • Performance Metrics: Establish and adhere to key performance indicators based on team goals and deliverables.  
  • Marketing Automation: Manage and optimize current marketing automation platforms.  
  • Technology Implementation: Research and help implement new marketing technologies.  
  • Database Management: Coordinate and monitor the maintenance, integrity, and security of a database.  
  • Automated Campaigns: Creation of automated/triggered programs.  
  • Data-Driven Personalization: Leveraging data to enhance email performance through bespoke personalization.  
  • Email Calendar Management: Managing the weekly email calendar and working with the Content Specialist to ensure creativity is engaging, compelling, and drives a strong response.  
  • Template Optimization: Improving on the existing email templates and building own to drive increased performance.

6. Email Marketing Specialist Tasks

  • Email Campaign Creation: Plan, write, and create email campaigns and workflows that support the different departments of the marketing team including lifecycle, paid media, product marketing, and content.  
  • Personalization: Drive message and content personalization using available data and ensure that content is crafted to speak to the audience segment in a meaningful way and that all design elements are on-brand.  
  • Data Collection and Measurement: Own ongoing data collection and measurement for all the campaigns.  
  • Cross-Functional Communication: Communicate results to cross-functional teams.  
  • Data-Driven Optimization: Use this data to improve the quality and effectiveness of future efforts, and track the movement of prospects down the funnel.  
  • A/B Testing: Use A/B testing to make critical decisions about how the company approaches email marketing.  
  • Project Management: Drive the day-to-day project management responsibilities required to gain internal alignment and drive email campaigns forward to meet agreed-upon due dates.  
  • Meeting Preparation: Come prepared to meetings with clear discovery plans to facilitate the expedient gathering of details needed to move projects forward.
  • Email Nurturing: Own the universe of nurture emails and ensure they stay relevant.  
  • Personalized Content: Leverage persona and intent data to add smart content that speaks directly to individual contacts where they are in the journey.  
  • Cross-Functional Collaboration: Work cross-functionally with other Marketing team members to understand new opportunities for Lifecycle to support and enhance their efforts.  
  • Team Participation: Participate in ongoing Marketing team meetings (weekly kickoff, stand-ups, etc.) and contribute to a healthy and vibrant team culture.  
  • Automation: Distribute emails through the use of automation software.  
  • Campaign Conceptualization: Conceptualize marketing campaigns and create well-written content to enhance response rate.  
  • Campaign Monitoring: Monitor and report on the utility of each campaign.  
  • Program Optimization: Support day-to-day execution of email marketing programs and campaigns, analyze success, and optimize.

7. Email Marketing Specialist Additional Details

  • Email Campaign Management: Deploy and manage email campaigns including but not limited to editing messages, leading design and copy reviews, structuring A/B tests, scheduling deliveries, and reporting on email results.  
  • Nurture Program Management: Manage and optimize the global nurture program to drive inquiries to qualified leads.  
  • Cross-Team Collaboration: Collaborate with demand, MOPs, and creative teams to ideate, test, and scale top-performing email messaging and visual creative.  
  • Efficiency and Automation: Optimize and implement best practices with an eye for scalable efficiency and automation.  
  • Subscriber Segmentation: Develop and implement subscriber segments.  
  • Campaign QA: QA campaigns for functionality, rendering, tracking, and experience.  
  • Email Best Practices: Maintain a current understanding and application of email best practices.  
  • Documentation: Create and maintain documentation of email best practices, driving performance and reporting results.
  • KPI Management: Determine successful company KPIs for email programs and performance.  
  • Email Engagement Optimization: Improve email engagement (CTR, opens, etc.) of prospects and customers, and increase the number of email list subscribers.  
  • Reporting: Responsible for daily-weekly-monthly email reporting, including engagement metrics, trends, test results, and campaign performance.  
  • eCommerce Campaigns: Drive eCommerce results through digital campaigns and promotions.  
  • Campaign Management: Manage digital campaigns and promotions from strategy and concept through to insights and analytics.  
  • Email Program Optimization: Optimize and develop the email marketing program.  
  • Content Strategy Collaboration: Work closely with eCommerce to optimize digital storytelling and content strategy.  
  • Channel Performance Monitoring: Monitor and evaluate digital marketing channel performance.  

8. Email Marketing Specialist Essential Functions

  • Campaign Planning: Works with the Product Marketing team to outline email campaign requirements including content, templates, sequencing, cadence, and trigger elements for both automated series and one-off newsletters.  
  • Automation Management: Responsible for implementation and monitoring of automated email marketing campaigns.  
  • Transactional Emails: Responsible for emails to the users and transactional emails.  
  • Campaign Execution: Monitor and execute day-to-day email campaigns, such as product announcements, content-based emails, transactional campaigns, and one-off email requests.  
  • Trend Research: Seek new ideas, monitor industry trends, and gather and recommend best practices to innovate email campaigns.  
  • Engagement Strategies: Identify and design communications and notifications to drive product adoption, engagement, retention, and cross-sell/up-sell/referral behavior across channels.  
  • A/B Testing: Create, execute, and analyze new email A/B tests and campaigns to grow the email channel.  
  • Performance Monitoring: Monitor key campaign KPIs such as open rates, click rates, and conversion rates and suggest improvements.
  • Campaign Performance Monitoring: Track, monitor, analyze, and report on campaign performance regularly.  
  • Content Development: Determine content gaps and collaborate with the content team to develop new assets.  
  • Cross-Team Collaboration: Collaborate with Campaigns, Marketing Operations, and Analytics teams to improve data quality, reporting, and segmentation.  
  • Goal Setting and Tracking: Able to set, measure, track, and report on marketing contributions and program goals.  
  • Project Management: Communicate regular marketing updates, drive projects to desired results, troubleshoot issues, and recommend solutions to drive the business forward.  
  • Email Strategy: Drive email marketing strategy for various products and customer personas.  
  • Nurture Program Development: Develop, deploy, and optimize nurture programs for various initiatives.  

9. Email Marketing Specialist Role Purpose

  • Email Campaign Implementation: Ensure the successful and efficient implementation of email campaigns across the REA Group network of portals, from contract signature through go live to full and final delivery within agreed client service SLAs.  
  • Issue Resolution: Investigate and resolve operational queries from client/account teams, including issues with creatives, targeting/audiences, and reporting.  
  • Attention to Detail: Bring exceptional attention to detail to the execution of all tasks and maintain a high level of accuracy in operational processes.  
  • EDM Rules Enforcement: Ongoing monitoring and enforcement of EDM business rules for all activity created by account managers.  
  • Documentation Management: Develop and maintain accurate email campaign content and tracking documentation.  
  • Availability Management: Provide detailed availability information for EDMs.  
  • Quality Control: Coordinate all EDM activity post-sale, ensuring creative quality by enforcing standard policies and procedures.  
  • Consultation and Collaboration: Provide clear and effective consultation with external creative agencies, vendors, and operational teams.  
  • Client Relationship Management: Develop and maintain strong relationships with internal and external clients regarding creative development, EDM deployment, tags, and reporting.  
  • Email Strategy Development: Developing and executing an email strategy that appeals to both the current and target customers and improves email channel performance.  
  • Performance Reporting: Regularly tracking, measuring, and reporting on email activity.  
  • A/B Testing: Testing all aspects of email (subject lines, times of day, days of week, and email creative) to improve and enhance the acquisition and retention of customers.  
  • Campaign Building: Build email marketing campaigns to promote products and services, nurture leads, and promote the brand.  
  • Compliance: Ensure marketing messages are sent in proper form and template, following industry policies.  

10. Email Marketing Specialist Key Accountabilities

  • Email Campaign Management: Manage and optimize all email fundraising programs for a variety of political candidates, nonprofits, and aggregated news sites.  
  • Trend Analysis: Identify trends and opportunities to make timely recommendations for successful email campaigns.  
  • Reporting: Monitor and create email reports, results, and program statistics accurately and efficiently.  
  • Email Platform Management: Use commercial email service platforms to engage online audience.  
  • Marketing Strategy: Assist the Account team with testing and marketing email engagement strategies.  
  • Email Coding: Code, test, and execute email marketing campaigns that deliver against revenue-driving goals including CTR, open rates, conversions, and incremental revenue lift.  
  • Email Calendar Management: Maintain email calendar for Elementor including concept, content, testing, and audience information.
  • Marketing Calendar Management: Assist with the monthly marketing calendar for each client, which supports site-merchandising plans, and work with the graphic design team (through Asana) to develop email graphics and ensure all deliverables and deadlines are met.  
  • Campaign Analysis: Analyze campaign performance and suggest improvements.  
  • Sales Reporting: Report weekly on sales revenue generated and email list growth from email marketing efforts.  
  • Compliance: Ensure emails follow industry policies and best practices.  
  • Customer Engagement: Identify opportunities to engage the customers along their journey, personalize experiences through segmentation, reduce churn, increase customer loyalty, and ultimately increase LTV through programs like abandoned carts, VIP/loyalty programs, welcome, post-purchase, win back, etc.  
  • Email Strategy Ownership: Ownership of end-to-end email marketing strategies and processes, planning, executing, and optimizing newsletter, triggered, and automated email sends.  
  • Client Relationship Management: Be relentlessly focused on building strong client relationships, becoming a trusted partner, and delivering results, with a deep understanding of the client’s goals and effectively delivering against them.  
  • Industry Trends: Staying on top of industry trends and consumer trends, to stay at the forefront of what’s possible – and testing those boundaries.
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