Key Responsibilities and Required Skills for E‑Marketing Writer

🎯 Role Definition

As the E‑Marketing Writer, you will develop and deliver high‑quality written content that supports the organisation’s digital marketing goals—writing emails, web copy, landing pages, blog posts, ad copy and social posts. You will collaborate with marketing, UX/design, product and analytics teams to align messaging across channels, optimise content based on performance data, implement SEO best practices, and ensure that every piece of content moves the online funnel forward from awareness to conversion and retention.

📈 Career Progression

Typical Career Path

Entry Point From:

Digital Content Writer
Copywriter with email or web focus
Marketing Communications Writer

Advancement To:

Senior E‑Marketing Writer or Lead Content Strategist
Content Marketing Manager or Digital Content Director
Head of Email & Web Content or Marketing Communications Director

Lateral Moves:

Email Marketing Specialist
SEO Content Specialist
Performance Marketing Copywriter

Core Responsibilities

Primary Functions

Compose compelling email campaign copy—welcome series, nurture flows, promotional blasts, re‑engagement sequences—that align with marketing objectives and drive engagement, click‑throughs and conversions.
Develop persuasive landing page and microsite copy that clearly articulates value propositions, supports conversion goals and is optimised for A/B testing and UX.
Write high‑impact web content including blog posts, product/service pages, case studies and FAQs that align with brand voice, target audience needs and SEO requirements.
Collaborate with digital marketing and design teams to ensure content aligns with campaign briefs, visuals, UX elements and channel requirements (email, web, paid, organic).
Perform keyword research, integrate SEO best practices (meta tags, headings, internal links, readability), and work with SEO specialists to improve organic visibility and traffic.
Review, edit and proofread content for accuracy, consistency, brand voice, grammar, style and adherence to regulatory or legal standards.
Implement content optimisation cycles: monitor performance metrics (open rates, click‑through, bounce, time‑on‑page, conversions), derive insights and refine messaging, formats or channels accordingly.
Maintain content calendars for digital marketing channels—plan writing schedules, coordinate with stakeholders, meet deadlines, track status and ensure timely publication.
Collaborate with product, sales and customer success teams to transform technical features, customer pain‑points and market insights into reader‑friendly, benefit‑driven content.
Adapt messaging to multiple digital formats and audiences: mobile, desktop, email, social, B2B or B2C segments; tailor tone, structure and CTAs for maximum impact.
Work with marketing automation platforms and CMS: build email templates, insert copy into workflows, deploy landing pages and ensure correct tracking, segmentation and personalisation.
Contribute to A/B and multivariate testing of email subject lines, pre‑header text, landing‑page headlines, CTA buttons and other copy elements; measure, iterate and expand winning variants.
Stay updated on digital content marketing, email best practices, deliverability, emerging channels (e.g., SMS integration, OTT copy) and recommend innovative content formats.
Support campaign launches and promotional events by producing written assets such as banners, ad copy, social captions, blog posts, newsletters and press‑release summaries.
Maintain archive and version control of content assets: track revisions, manage metadata, ensure re‑usability of high‑performing copy across campaigns and channels.
Ensure compliance with digital marketing regulations and brand governance: email opt‑in/opt‑out flows, CAN‑SPAM, GDPR, accessibility standards, brand tone and style guides.
Provide content support for paid media and retargeting campaigns: write ad copy, landing‑page variants, remarketing email sequences and monitor campaign copy‑performance.
Collaborate in the development and maintenance of brand voice guidelines, style guides and writing templates to ensure consistency across email, web, social and other digital channels.
Train or mentor junior writers or content interns on digital writing best‑practices, SEO fundamentals, email marketing conventions and internal workflow processes.
Present content performance reports and copy‑insights to marketing leadership: link content metrics to business outcomes, propose improvement strategies and contribute to content roadmap.
Provide rapid content turn‑around support for ad‑hoc marketing requests: quick blog posts, landing‑page copy updates, campaign tweaks or email refreshes as needed.

Secondary Functions

Support ad‑hoc data‑analysis or segmentation tasks for email and web campaigns (e.g., audience research, open‑rate segmentation, content‑gap analysis).
Contribute to the organisation’s digital content strategy: share insights on content‑performance, audience trends and new channel opportunities.
Collaborate with product, UX and customer‑success teams to translate user‑feedback, analytics and business intelligence into refined copy‑strategy and content improvements.

Required Skills & Competencies

Hard Skills (Technical)

Excellent copywriting and editing skills for digital formats (email, web, landing pages, social, ads).
Strong understanding of SEO for content writers: keyword research, meta‑tags, internal linking, readability and organic ranking optimisation.
Familiarity with marketing automation and email platforms (e.g., Mailchimp, HubSpot, Marketo), email templates, segmentation and workflow copy development.
Experience using CMS systems, landing‑page builders and basic HTML/CSS to insert, format and manage content.
Ability to interpret and use analytics tools and metrics (open rate, click‑through, bounce, conversions) to optimize copy and measure performance.
Ability to manage content calendars, project timelines, multiple channels and stakeholder coordination.
Ability to conduct research on target audiences, industry trends and competitive content to develop relevant, persuasive copy.
Knowledge of digital advertising copy and channel material: writing ad headlines, social captions, banner copy and paid‑media landing copy.
Strong proofreading, editing and quality assurance skills: grammar, style, brand voice, compliance and accuracy.
Experience with A/B testing of copy, understanding of variant performance and scaling winning copy.

Soft Skills

Strong communication and storytelling ability: able to craft narratives that resonate with audiences and align with brand voice.
Collaboration and cross‑functional coordination: works effectively with marketing, design, product, sales and analytics teams.
Analytical mindset: able to interpret data, derive insights and iterate content accordingly.
Creativity and idea generation: able to develop fresh content angles, campaign messaging and engage target segments.
Adaptability and flexibility: thrives in fast‑moving digital marketing environments and shifts focus when priorities change.
Attention to detail and quality orientation: ensures content is error‑free, brand‑aligned and high standard.
Time‑management and prioritisation: able to juggle multiple projects, meet deadlines and deliver high‑quality content under pressure.
Audience‑centric perspective: understands target personas, buyer journeys and writes in a way that addresses needs, pain‑points and motivations.
Initiative and ownership: proactively identifies content opportunities, drives improvements and takes responsibility for content performance.
Customer‑focus and results‑orientation: writes with the end goal of engagement, conversion or retention and links copy to business outcomes.

Education & Experience

Educational Background

Minimum Education:

Bachelor’s degree in Marketing, Communications, English, Journalism or a related field.

Preferred Education:

Master’s degree or certificate in Digital Marketing, Content Strategy or Copywriting.

Relevant Fields of Study:

Marketing & Communications
Digital Media & Content Strategy
English, Journalism & Creative Writing
Technical Writing with marketing focus

Experience Requirements

Typical Experience Range:

2 to 4 years of professional experience writing marketing content for digital channels (email, web, social).

Preferred:

Proven track record in email marketing or web content writing with measurable results (engagement, conversions, traffic growth), experience with marketing automation platforms and cross‑channel content collaboration.

Key Responsibilities and Required Skills for E‑Marketing Writer