What Is An Email Marketing Specialist? Roles & Responsibilities, Skills, and Salary

ByNitesh Chand


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Email marketing is an important tool leveraged across various sectors for everything from promotional efforts to formal communications. This field typically relies on a team of adept professionals, known as email marketing specialists, who are responsible for designing, executing, and managing the flow of these campaigns.

What exactly does the role of an email marketing specialist entail? Which specific skills are essential for success in this field? What differentiates one type of specialist from another? In this guide, we delve into the roles and responsibilities of email marketing specialists, exploring the skills required and the diverse positions within the field.

Table of contents

What is an email marketing specialist?

Email marketing specialists orchestrate a company’s comprehensive email marketing strategy. They oversee email marketing campaigns, covering tasks such as copywriting, designing, and ensuring deliverability. Their expertise ensures that each campaign is crafted with precision, aiming for maximum engagement while navigating the complexities of spam filters and other delivery challenges.

To understand email marketing in depth, you can take a look at our following guide below.

What does an email marketing specialist do?

Let's examine the day-to-day life of an email marketing specialist. Here's what an email marketing specialist generally does.

Role of an email marketing specialist

The role of an email marketing specialist is pivotal in improving brand recognition and maintaining long-term customer retention and engagement. They craft finely tuned emails to resonate with recipients at various stages of the customer lifecycle, playing a crucial role in lead generation.

These email marketing professionals balance creative elements such as copywriting and design with technical aspects, including deliverability and email responsiveness, ensuring a smooth and effective email experience. Utilizing platforms like Mailmodo, they leverage design tools that offer drag-and-drop editing, extensive template libraries, and advanced segmentation and personalization options. This suite of features enables them to construct compelling and efficient emails. Hence, email marketing specialists dedicate considerable time to mastering these tools to optimize campaign outcomes.

Responsibilities of an email marketing specialist

Apart from what he generally does, here are some specific responsibilities that an email marketing specialist takes up:

  • They design and optimize email campaigns to align with the company’s marketing goals.
  • They compile and maintain email lists, ensuring all data is current.
  • They craft email copies, proofread and edit them to make them most effective.
  • They conduct market research to stay updated on new strategies in the market.
  • They employ different techniques like segmentation and email marketing automation to increase campaign effectiveness.
  • They track important metrics, such as open and unsubscribe rates, to improve their strategies continually.
  • They contribute to other digital marketing projects, particularly those that generate leads.
  • They prepare reports for the management team and stakeholders detailing campaign performance.

Although these duties are quite common, the specifics can vary from one organization to another. For example, a well-established company might hire an email marketing specialist part-time to focus on the creative side of campaigns while leaving data analysis and reporting to a digital marketing manager.

Types of email marketing specialists

There isn't a definitive list of "types" of email marketing specialists since the field can vary widely depending on the industry, the size of the company, and the specific goals of an effective email marketing campaign. However, there are several specializations that an email marketing specialist can focus on:

Email marketing strategist

Ever wonder who crafts those engaging email strategies that keep you clicking? These are email marketing strategists. Their mission is to develop strategies to help brands connect with their customers effectively. These strategies could include segmenting audiences, personalizing messages, and designing automation strategies.

Email campaign manager

Think of the email campaign manager as the orchestra conductor for your email campaigns. From the initial design to the final send-out, they ensure every campaign is harmonious, with well-timed emails that are eye-catching and relevant to the target audience's needs.

Email automation specialist

The email automation specialists are responsible for automating email campaigns. They set up workflows to ensure you get that birthday discount right on time or that follow-up email just when you need it. It’s about delivering the right message immediately without any manual fuss.

Data analyst for email marketing

Data is gold and the email marketing data analyst knows how to mine it! They dive deep into metrics, analyzing open rates, click-through rates, and conversion rates to steer strategies toward success. Their analysis ensures that the email marketing efforts progress smoothly toward achieving their intended outcomes.

Deliverability expert

Delivery experts are responsible for ensuring that your emails reach recipients' inboxes. They navigate around the spam folder to ensure that your messages land where they should—in your audience's primary inbox.

Marketing tech specialist

A jack-of-all-trades in the digital world, the marketing tech specialist leverages technology to enhance your email campaigns using technology. They're constantly looking for new tech to revolutionize how you interact with customers, ensuring every campaign is powered by the latest innovations.

To understand more about different aspects of email marketing campaigns, read the guide below.

Importance of email marketing specialists now and in the coming future

With daily email interactions reaching nearly 246 billion by the end of that year, the importance of email marketing continues to grow despite the rise of new communication platforms. These best email marketers are crucial in helping businesses and consumers navigate their busy inboxes and connect effectively in an increasingly digital world. Their expertise in crafting savvy email strategies is more indispensable than ever.

Current importance

Let us have a look at the current importance of email marketing specialists.

  • Targeted communication: Email marketing specialists improve your reach by crafting messages that stand out in increasingly crowded inboxes and help your emails resonate more effectively with your audience.
  • Design optimization: Specialists ensure that your emails look great on any device, improving user engagement by optimizing for readability and interaction, especially on mobile devices, where most users access their emails.
  • Analytics utilization: By leveraging cutting-edge analytics, specialists can fine-tune your campaigns, improving personalization and segmentation to boost campaign performance based on detailed insights from user behavior.
  • Customer engagement: By monitoring customers' preferences, email specialists keep their audience engaged through regular updates, promotions, and personalized communications that foster customer loyalty and encourage repeat business.

Future outlook

Here is a future outlook for upcoming email marketing specialists.

  • Heightened demand: As email remains a fundamental tool in communication, there will be an increased need for specialists adept at managing these systems. Their skills in optimizing these interactions will become even more crucial.
  • Advanced technological integration: Future enhancements will incorporate AI and machine learning to improve the personalization and timing of email campaigns. It will be crucial for sustaining relevance and impact.
  • Enhanced strategic development: Email marketing will demand more intricate strategies to manage larger volumes of emails and a wider array of user interactions. This will help ensure strategic and effective communication.
  • Increased reliance on data-driven decisions: Detailed analytics will grow, allowing marketers to devise highly targeted campaigns based on thorough data insights, focusing on customer behavior and specific preferences.
  • Integrated cross-channel marketing: Specialists will need to blend email marketing more fluidly with other digital marketing channels. This will help create a cohesive strategy that utilizes the strengths of each platform to achieve broader marketing objectives.

Key skills and competencies of an email marketing specialist

Here are some key skills and competencies that an email marketing specialist posesses and you to possess or develop as the first essential step towards becoming an email marketing specialist.

  • Creative thinking and ideation: Ability to innovate fresh, appealing email content that captures attention and engages readers.
  • Excellent writing and proofreading: A strong command of the language ensures that each email is compelling, impeccably crafted, and error-free.
  • Project management skills: Ability to ensure every phase meets the timeline and achieves the desired impact.
  • Experience with email automation tools: Proficiency in using advanced email marketing platforms and CRM systems to streamline campaigns and enhance customer interactions.
  • Understanding the customer journey: Understanding customer behavior to craft emails that effectively guide prospects through the conversion funnel.
  • Technical skills: Mastery of web technologies like HTML and CSS is essential for designing attractive and functional email templates that perform well across devices.
  • Analytical thinking and reporting skills: Ability to dissect campaign data to extract valuable insights, refine strategies, and boost overall effectiveness.
  • Collaboration: Effective teamwork with peers in marketing, design, and content departments.

How much do you get paid as an email marketing specialist?

Let us review how much you can make with this exciting new job.

Email marketing specialist salary range by experience

According to Glassdoor, the average salary for an email marketing specialist is around $62,141 annually in the United States. Salaries often depend on experience. More years in the field usually mean a bigger paycheck and better negotiation power. Let’s look at the details and the responsibilities involved:

  • Entry-level: You might earn a starting annual salary of about $59,561. These positions generally require up to two years of experience, and employers expect you to grow into the role.
  • Mid-level: With 2-5 years of experience, you could earn between $52,000 and $81,000 annually. You're expected to effectively handle list building, audience segmentation, and performance monitoring at this stage.
  • Senior-level: At the top, where you might lead an email marketing team, the average annual salary hits around $85,051, as reported by Compensation can vary greatly based on additional factors like education and industry.

Email marketing specialist salary by city

Salaries can differ significantly across cities, influenced by cost of living, local tax rates, and market demand. For instance, salaries in New York average $76,000, while San Francisco offers around $87,000. Compare that to Barcelona, where the average is around $29,482.

Email marketing specialist salary by industry

Industries value email marketing differently, which is reflected in the annual pay. For example:

  • Information technology: $70,000
  • Financial services: $72,000
  • Management and consulting: $65,000

These figures suggest varying degrees of reliance on email marketing strategies across sectors.


We've discussed what it takes to become an email marketing specialist. If the responsibilities and overall role intrigue you, you might consider developing the skills outlined in this guide to embark on your journey. The average salaries mentioned here can also help you choose the best city and industry for your career. So, embrace a new challenge. Here’s to crafting emails that revolutionize the world!


While not always necessary, a degree in marketing, communications, or a related field can be beneficial. Practical experience and a strong portfolio can often speak as loudly as a formal education.

Specialists typically create and manage campaigns using email marketing platforms like Mailchimp or Mailmodo, CRM systems, Google Analytics tools, and design software.

Yes, it’s possible, especially if you have transferable writing, design, or data analysis skills. Starting with internships or as a marketing assistant might be beneficial.

Knowing HTML and CSS is crucial for designing and customizing email templates that are both attractive and functional across different viewing platforms.

What should you do next?

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