An email marketing expert develops and/or co-ordinates tailored email marketing strategies and campaigns for brands.  They focus on writing and optimising email communications which aim to connect with the reader, engage with them, compel them to action and ultimately sell something to them.

The overall goal of an email expert is to use creative email communication to maximise revenue opportunities.  An email marketing specialist creates written communications which are sent to a target audience of prospective and/or existing customers to promote a particular brand or product.  Responsibilities of an email expert include managing their clients’ email marketing strategies, researching, building and maintaining email lists, understanding digital trends, writing targeted emails which nurture leads and encourage open rates and using analytics and technical tools to evaluate the campaign performance.

The primary job of an email marketing consultant is to help clients generate more leads or convert more sales through targeted email communications.  They generally work on a freelance or contract basis to help clients develop and maintain effective email marketing campaigns.

There’s no set cost of an email marketing expert as pricing varies hugely depending on the scope of work.  The minimum hourly rate for an email marketing specialist is probably around the $100 mark and some experts prefer to charge a monthly project fee.  The best thing to do is to research some email marketing agencies or freelancers and get in touch to discuss their pricing in relation to your particular needs.

You don’t need a formal qualification to become an email marketing consultant, although some employers may have specific requirements such as a Bachelor’s degree in Marketing or Communications.  There are also plenty of options for short courses, certificates and diplomas as well as online training programmes.  There’s no substitute for experience however, so the very best way to learn all the ins and outs of email marketing is working with a digital marketing company.

Broadly speaking, email marketing experts have to craft captivating and compelling emails that grab the consumer’s attention.  This means they need excellent copywriting and creative communications skills, as well as exceptional proofreading and editing skills.  They need a background in web design and must have a working knowledge of HTML and CSS.  They need strong technical skills, including an understanding of data analytics and know how to configure and use automation solutions.  Email marketing experts also need to know about anti-spam rules.