Because of its low cost and immediate global reach, email marketing has become a popular marketing tool for many businesses. While many businesses consider email to be just another responsibility of traditional marketing and advertising executives, others may hire an email marketing manager who specializes in dealing with electronic correspondence. These managers are in charge of compiling email contact lists, writing marketing letters, and responding to customer feedback. An email marketing manager also collaborates with the company’s regular advertising and marketing teams to plan and coordinate the company’s overall marketing strategy.
Handling the list of email contacts is one of the most important responsibilities of an email marketing manager. This list can be compiled from current customers who have agreed to receive advertising materials, or it can be purchased from companies that specialize in supplying clients with sales leads. Managers must decide how frequently to send marketing emails to current or potential customers, as well as set up a system for contacts to opt out of future communications. An email manager may also create web-based surveys to gather additional demographic information about customers.
The creation of marketing materials to be sent to customers is another aspect of an email manager’s job. This usually entails working with internal or external copywriters and graphic artists to create advertisements that persuade contacts to buy goods or services from the company, or thanking an existing customer for his business. The messaging in these materials could be part of a larger print and other media advertising campaign, or it could be a standalone strategy devised by the email marketing manager. While email marketing campaigns typically have a low conversion rate, this messaging can help reinforce other advertising and serve as a reminder to customers.
An email marketing manager must evaluate the customer response to the company’s messaging after a campaign has begun and adjust future marketing accordingly. The manager must ensure that the email messages contain accurate, up-to-date information and that contacts aren’t inundated with emails that they will either ignore or delete. Adjusting messaging to fit changing demographics or reflect a company’s latest offerings is possible.
Email managers will become increasingly important assets for companies using email for advertising and customer retention as more consumers turn to the Internet for shopping and consumer information. While some smaller businesses may delegate these responsibilities to an advertising executive or assistant, an email marketing manager can devote his entire attention to developing effective, consistent messaging. People who can successfully adapt traditional marketing strategies to an electronic medium may find this to be an excellent career opportunity.