Published on December 10th, 2016 | by Guest0
10 Skills An Email Marketing Manager Needs To Succeed
Email marketing continues to have higher conversion rates than social media marketing and other digital strategies. But that doesn’t mean you can dish out emails and expect easy conversions. Discover the 10 key skills that make the difference between email marketing managers who succeed and those who fail.
- Social Integration
Sixty percent of retailers are integrating email with social media. Email marketing and social marketing can reinforce each another, improving your results. Add social media buttons and links to your email templates and invite fans and followers on Twitter and Facebook to subscribe to your email newsletter. Also, mention your newsletter on your blog and social pages often.
The return on investment (ROI) for email marketing is fantastic – 3800% according to Campaign Monitor, but whether it works or not for you depends largely on your email deliverability rate. You can improve this by avoiding spam, telling your subscribers what to expect from the start, using a double opt-in, and deleting inactive subscribers at least once or twice a year.
Successful email marketing is always engaging. Rather than selling, good email marketing managers can capture the attention of their audience and arouse their curiosity. This can be done by providing subscribers with valuable content they can’t read anywhere else, limited offers, and discounts.
- List Building
Email marketing is only successful if you manage to build an engaged mailing list. This calls for broad marketing skills and a good understanding of what your target audience wants and what they do once they access your website. Having a newsletter subscription button on your website isn’t enough. You need to provide incentives for people to sign up for it, including unique content, fresh offers, and more.
- Open & Click Rate
The length of your subject line, the time when the email is delivered, your content, and the number and quality of your calls to action all have a major impact on the open rate and the click rate. Look at your data to see when your audience is most active, and what subject lines they prefer. Stick to one call to action per email and make it clear.
Segmentation reduces opt-out rates and boosts your revenue. Break down your email list into simple groups and offer these a personalized email experience. Here are some ideas: subscribers who don’t convert but read your emails (followers), subscribers who have converted at least once (customers), subscribers who convert often (fans).
- Marketing Automation
Marketers who understand how email marketing platforms work and use them effectively see better results. Using the power of automation and applying the essential principles of search engine optimization to your emails increases your conversion rates.
- Mobile Optimization
The highest open rate for email marketing is on mobile. Once upon a time, mobile marketing was optional, but today every email marketer needs to take into account mobile users. Is your email based on a responsive template that displays well on all screens? Does it load quickly enough?
A good email marketing manager has to make sense of all those numbers. Look beyond open and click rates at bounces, unsubscribes, and the rate at which your list is growing. Another benefit of using a marketing platform is that it provides all these stats at a glance, and enables you to do A/B tests to compare different templates, formats, or approaches.
Consumers’ expectations from email marketing have changed and will continue to change. People don’t want emails to be ads, nor do they want to learn what they already know. Successful email marketing managers understand that every audience is different and has its own unique expectations.
Caroline K. Smith is a content writer and marketing expert passionate about email marketing, social marketing, and SEO. She helps small and medium-sized businesses increase their online visibility.