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Did you know that the number of email users is expected to grow to almost 4.5 billion by 2023?
At this point, small businesses can’t afford to ignore emails as a powerful force for marketing. To launch a successful email marketing campaign, it’s crucial to have an email marketing manager on your team.
Are you wondering why they’re worth your time and effort to hire? Keep reading to learn all about what an email marketing manager can do for you.
Duties of an Email Marketing Manager
As a small business, you need all the exposure you can get. Brand awareness is the key ingredient of success. An email marketing manager can handle all the tasks associated with email marketing campaigns and much more.
The first order of business for this kind of manager involves setting goals. Are they trying to get the word out about a new product, establish your brand’s authority, or all of the above? It’s often the case that a manager will have multiple goals of varying priority.
Once that’s clearer, they can start designing emails that will appeal to your exact audience. This can be as broad as the email’s content and as specific as the subject line of the email. All of this can contribute to something that a potential customer either opens and reads or sends to the trash.
It’s always the case that an email will have at least one type of actionable goal at the end of it. Some of these include a purchase link, a sign-up link, a subscription button, or something else.
In addition to all that, another goal of the email marketing manager involves building your email lists. You can almost think of an email list like the number of followers on social media, except this list is even more valuable. There are many ways to build this list up, but the sooner you can start, the better off your business will be.
It’s also important to ensure that all email lists are kept clean of inactive or unresponsive emails, which is another duty of the email marketing manager.
Skills of an Email Marketing Manager
An email marketing manager is more than just a valuable resource for email marketing tips. The best managers have a wide range of skills they can put toward your business’s benefit.
For instance, they should have an impressive ability to change and alter tones and styles. Sometimes a more upbeat and funny tone is necessary for an email while other times a professional one is needed. If a marketing manager can’t connect with a specific audience, then a campaign has failed before it’s begun.
Not only should the style be appropriate and relatable, but it should also be comprehensible. Clarity of writing is something an email marketing manager can offer you in spades. As if that wasn’t enough, the best ones have superb attention to detail and can spot and correct every single typo so that all emails are perfect.
Another skill that an email marketing manager can bring to the table is search engine optimization (SEO) expertise. Paired with search engine marketing (SEM), your manager’s strategies will be a powerful force.
There are a lot of software and analytical tools your manager can use to access progress in real-time and after the fact. With their honed communication skills, they’ll be able to explain the programs and the overall meaning of the results to you and the rest of the team.
Some specific pieces of software they’ll be proficient in include Basecamp, Google Analytics, and even some basic coding programs. They’ll also know the best email marketing platforms your business can use, such as Hubspot, Mailchimp, and CakeMail, among others.
Find Your Audience
Put in the simplest terms, some email marketing strategies are more successful than others. One of the most important qualities an email marketing manager should have is the ability to adapt. This could apply to a range of situations, such as homing in on a more accurate idea of a customer base.
With each marketing campaign comes a lot of bits and pieces of valuable data. The manager should take those pieces and create a comprehensive and understandable whole. That way, they’ll have a clearer vision of the customer base and how to connect with them in the best way possible.
It’s often the case that an email marketing manager can keep track of the main customer base and several or more subsets that may be smaller but no less crucial for success.
During their work, you can expect your email marketing manager to work with various colleagues, including your overarching marketing manager, graphic designers, data analysts, the content manager, as well as third-party vendors.
How to Assess a Manager’s Effectiveness
If you’re bringing a whole new expert onto your team, then it’s natural to monitor their progress and overall success.
The good news is that there are several ways you can get hard facts that relate to an email marketing manager’s effectiveness or lack thereof.
For instance, you can see how many of their emails produced a click-through. A click-through will tell you whether a not an email was deleted or whether they clicked on the link to buy or subscribe, for instance.
Looking at the conversion rate is yet another piece of data that is great for assessing a manager’s effectiveness.
Ready to Hire an Email Marketing Manager?
Now that you’ve learned all about what an email marketing manager can do for you, you can hire them to take your strategies to the next level. There’s nothing quite like an expert who can manage everything on your behalf. That way, you can focus on other matters.
Vertical Response is here to be your email marketing resource center. From email list building to social media marketing, we can do it all. Email strategies can work wonders for hotels and many other businesses.
Don’t hesitate to contact us if you have any questions or want to get the ball rolling.
© 2022, Chris Duncan. All rights reserved.
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