The Email Marketing Manager (or specialist) is responsible for the day-to-day, hands-on execution of email marketing programs in support of business unit and/or overall company objectives. Essentially, this person owns the strategy, creative, production, scheduling, testing, deployment, maintenance and post-campaign analysis of all email communications, plus the database selection and quality assurance of all outbound email campaigns.
Your email marketer must be a master of the written word. Ask to see sample subject lines and body copy they've created. You're looking for subject lines that are concise yet intriguing, and body copy that reaches out, grabs you, and compels you to respond. What you want is someone who can cultivate a "tone of voice" for your email campaigns.
For email, testing is the name of the game. Ask for examples of A/B testing, how email campaigns were tracked and documented and how the different components off those messages fit together and affected final results.
You're looking for evidence that the candidate is highly skilled at developing campaign performance metrics, interpreting those results and then reporting those findings and making recommendations to business decision makers. Being able to identify trends and opportunities in the data is key. DON'T expect the email marketer to do it all- manage and maintain the database and the lists, write reports plus design the email creative. You can hire an email coordinator, for example, to manage your in-house opt-in list. But just make sure that coordinator has good database marketing abilities.
Ask if the candidate identified other potential customer email touch points. Perfecting the right email message is important, but so is the ability to think more strategically in enabling customer engagement.
"Must Have" Tactical Skills. Make sure the candidate has experience with the following.
They may not have deep experience with everything below, but they should have strong knowledge of at least one or two items listed in each category:
Sample email marketing job descriptions are available at Bernhart Associates Executive Search, LLC