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Email marketing is a low-cost and global advertising tool for businesses. An email marketing manager handles email contact lists, creates marketing materials, adjusts messaging and works with advertising and marketing teams to plan overall strategies. They are becoming increasingly important as more consumers turn to the internet for information.
Its low cost and instant global reach mean that email marketing has become an important advertising tool for many businesses. While many companies classify email as another duty of traditional marketing and advertising executives, other organizations may hire an email marketing manager who specializes in handling electronic correspondence. These managers are responsible for putting together email contact lists, writing marketing letters, and handling customer feedback. An email marketing manager also spends time with the regular advertising and marketing teams to plan and synchronize the company’s overall marketing strategy.
One of the most important tasks of an email marketing manager is handling the email contact list. This list can be generated from current customers who have opted in to receive advertising materials or purchased from vendors who specialize in providing sales leads to customers. Managers must determine how often to send marketing emails to current or potential customers and implement a system for contacts to be removed from future advertisements. An email manager can also create web surveys to gather more demographic data about customers.
Another part of an email manager’s job is to create the marketing materials that will be sent to customers. This often involves coordinating with internal and external copywriters and graphic artists to produce ads that will convince contacts to purchase the company’s goods or services or thank an existing customer for their patronage. The messages in these materials may be part of a larger advertising campaign involving print and other media, or an independent strategy developed by the email marketing manager. While the conversion rate of email marketing campaigns is generally low, these messages can help reinforce other advertisements and serve as a reminder to customers.
After a campaign begins, an email marketing manager must judge the customer’s response to the company’s messages and adjust future marketing accordingly. The manager must verify that email messages contain accurate and up-to-date information and that contacts are not being besieged by too many emails that they will ignore or delete. Messaging can be adjusted to adapt to changing demographics or to reflect a company’s latest offerings.
As more consumers turn to the Internet for purchase and consumption information, email managers will become an increasingly important asset for companies that use email for advertising and customer retention. While some smaller organizations may assign these roles to a traditional advertising executive or assistant, a dedicated email marketing manager can focus all of their energies on creating effective and consistent messages. This can be an excellent career opportunity for people who can successfully adapt traditional marketing strategies to an electronic medium.
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