Key Responsibilities and Required Skills for Email Developer

🎯 Role Definition

The Email Developer is a specialist who designs, codes, tests and deploys email communications that deliver engaging, responsive experiences across devices and platforms. Working closely with marketing, design and data teams, the Email Developer ensures campaigns adhere to brand standards, technical best practices and performance goals — delivering high‑quality work that drives open rates, engagement and conversion metrics.

📈 Career Progression

Typical Career Path

Entry Point From:

Front‑End Developer with HTML/CSS experience
Email Marketing Specialist or Campaign Coordinator
Junior Email/CRM Developer

Advancement To:

Senior Email Developer / Lead Email Engineer
Email Marketing Manager / Email Program Architect
Director of Email Strategy or Digital Marketing Operations

Lateral Moves:

Front‑End UI/UX Developer
CRM Developer or Marketing Automation Specialist
Digital Campaign Developer (SMS, Push, Email)

Core Responsibilities

Primary Functions

Develop responsive, cross‑platform HTML email templates and dynamic campaigns using email service providers (ESPs) and automation tools.
Collaborate with designers and marketing stakeholders to convert creative assets into functional, high‑performing email communications that align with campaign strategy.
Ensure flawless rendering and compatibility across all major email clients, devices and browsers, performing rigorous QA and deliverability testing.
Build personalized and dynamic content within emails via scripting, logic, segmentation and data integration to boost relevancy and engagement.
Set up, test and launch complex email campaigns including automation sequences, triggered sends, A/B tests and lifecycle journeys.
Track key email metrics (open rate, click‑through rate, conversion rate, unsubscribe rate, deliverability) and analyze campaign performance to drive optimization.
Troubleshoot HTML/CSS rendering issues across email clients (Outlook, Gmail, Apple Mail, mobile) and apply workarounds and best practices.
Stay current with email technologies, standards and compliance regulations (CAN‑SPAM, GDPR, CASL) and implement policies accordingly.
Maintain and enhance a library of reusable, modular email templates, components and code standards to accelerate campaign production.
Integrate email solutions with CRM, automation platforms (e.g., Salesforce Marketing Cloud, Marketo, HubSpot) and external data sources (APIs, JSON).
Collaborate with data, marketing and product teams to support segmentation, personalization logic and deliver audience‑specific content.
Manage pre‑send setup tasks: list segmentation, tagging, suppression lists, graphics optimisation, link tracking and spam testing.
Work with project management tools (e.g., Jira, Trello) to coordinate email production schedules, assets, approvals and campaign workflows.
Document email build processes, coding guidelines, test protocols and campaign rollout procedures to support team consistency and training.
Optimize for deliverability: maintain sender reputation, monitor bounce rates, manage authentication (SPF, DKIM, DMARC), and implement inbox placement tactics.
Collaborate with analytics or data teams to ensure email tracking and reporting are aligned with broader marketing data systems and dashboards.
Lead continuous improvement efforts: research emerging technologies (dark mode support, interactive email elements, AMP for Email), propose innovative features.
Support multi‑channel campaigns by coordinating email with other marketing channels (SMS, push notifications, web, social) and ensure coherent messaging.
Manage version control and hand‑off of email code to operations or production teams while maintaining documentation and change logs.
Mentor junior email developers or interns: review code quality, ensure adherence to standards, share best practices and support professional development.

Secondary Functions

Support ad‑hoc data requests and exploratory analysis of email metrics, segmentation performance or campaign workflows.
Contribute to the organisation’s email strategy and roadmap by aligning development capabilities with marketing and business unit requirements.
Collaborate with business units to translate campaign requirements into engineering or coding specifications for email infrastructure.
Participate in sprint planning and agile ceremonies within the digital marketing or data engineering team to coordinate features and production timelines.

Required Skills & Competencies

Hard Skills (Technical)

Advanced proficiency in HTML, CSS (including table‑based layout, inline styles) and responsive email development across devices and clients.
Experience with major email service providers (ESPs) and marketing automation platforms (e.g., Salesforce Marketing Cloud, Marketo, HubSpot).
Proficiency in scripting languages and templating logic for email (e.g., AMPscript, Liquid, SQL queries) to personalise content at scale.
Expertise in QA and testing tools for email rendering (Litmus, Email on Acid) and email deliverability best practices (SPF, DKIM, DMARC).
Strong analytical skills: ability to interpret open/click/conversion metrics, run A/B tests, segment audiences and optimise campaigns.
Ability to integrate email campaigns with external data sources and APIs (JSON, XML, REST) and coordinate with CRM/marketing systems.
Familiarity with debugging email client quirks, cross‑client compatibility issues, mobile optimisation and dark mode support.
Knowledge of project management tools and version control systems (Git, SVN) and process documentation practices.
Understanding of accessibility and compliance standards (CAN‑SPAM, GDPR, CASL) relevant to email marketing and data privacy.
Experience with front‑end tooling: Adobe Creative Suite (Photoshop, Illustrator), graphic optimisation for email, and cross‑functional collaboration with designers.

Soft Skills

Excellent communication and interpersonal skills: able to work with marketing teams, designers, developers and stakeholders to deliver campaigns.
Strong organisational and time‑management skills: able to juggle multiple campaigns, deadlines and asset workflows in a fast‑paced environment.
High attention to detail and quality: ensures error‑free code, accurate links, tracking, rendering and professional presentation.
Problem‑solving mindset: identifies email production bottlenecks, proposes improvements, issues troubleshooting and root‑cause solutions.
Adaptability and continuous‑learning orientation: stays current with evolving email standards, industry trends and new technologies.
Collaborative team‑player: supports cross‑functional work, shares knowledge, fosters team best practices and contributes to culture.
Initiative and ownership: proactively proposes enhancements, takes accountability for campaign performance and drives outcomes.
Strategic thinking: aligns email development with business goals, user experience and marketing objectives to maximise ROI.
Service‑oriented mindset: prioritises stakeholder needs, delivers responsive support and maintains strong client relationships.
Leadership and mentoring: guides junior developers, manages review cycles, shares knowledge and supports team growth.

Education & Experience

Educational Background

Minimum Education:
Bachelor’s degree in Computer Science, Information Technology, Marketing, Digital Media or a related field.
Preferred Education:
Advanced certification or coursework in digital marketing, front‑end development or email technology.
Relevant Fields of Study:

Computer Science / Front‑End Development
Marketing / Digital Marketing
Information Technology
Web Design / Interactive Media

Experience Requirements

Typical Experience Range:
3–5 years of hands‑on experience in email development or digital marketing roles with a strong coding focus.
Preferred:
5+ years of experience building and deploying email campaigns, experience with marketing automation platforms, scripting logic and mentoring junior team members.