Companies employ email marketing managers to create, optimize and implement their email communications.
Email marketing has become an essential promotional tool for organizations of all sizes and in all industries. Companies hire email marketing managers to develop, execute and track email marketing programs for customers, partners and potential clients. It is important that email marketing managers stay abreast of the latest online marketing trends and practices, and use this knowledge to develop communications that are relevant to their firm's target audience.
Function
Email marketing managers are responsible for supervising the production of email communications such as client newsletters, product surveys and feedback forms, company announcements and sales promotions. These professionals work closely with their company's graphic design, product development and marketing teams to create visually appealing email templates, effective landing pages and other online messaging for various audiences. Email marketing managers also utilize measurement tools and computer software to create mass email campaigns, track open and delivery rates, and monitor subscriptions according to spam regulations.
Education
A bachelor's degree in marketing, advertising, communication studies or a related major is a requirement for email marketing management roles. Some large and well-known employers prefer candidates with bachelor's degrees or MBAs from top tier universities. Marketing majors usually take classes in subjects such as marketing principles, advertising, integrated marketing communications, media studies, economics, statistics, public speaking and creative writing.
Skills
Email marketing managers must be proficient in not only Microsoft Office applications, but also software applications such as customer relationship management and email campaign programs. Candidates should be familiar with search engine optimization strategies, email performance metrics and project management fundamentals. Strong writing, presentation and interpersonal skills are required for this position. Email marketing managers must also be able to multi-task and work collaboratively with design, product marketing and information technology departments.
Salary
The Bureau of Labor Statistics (BLS) Occupational Outlook Handbook, 2010-11 Edition reveals that median annual earnings for marketing managers were $108,580 in May 2008. Pay Scale places the average salary range for email marketing managers between $45,505 and $69,678 according to a salary report published in May 2010.
Potential
Marketing manager positions will increase 12 percent during the 2008 to 2018 decade, according to the BLS. Growth for marketing jobs will be driven by an expanding economy and companies' need for marketers who can promote their products successfully in a global marketplace. As the consumers continue to use the Internet to review and promote products on blogs and social networking websites, marketing professionals who think creatively, are technology savvy and hold advanced degrees will have the best job prospects.
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