Key Responsibilities and Required Skills for Email Marketing Executive

🎯 Role Definition

As an Email Marketing Executive, you will conceptualise, implement and optimise email marketing programmes that attract, nurture and convert leads while retaining and re‑engaging existing customers. You will build targeted email lists, craft effective content and subject lines, test and measure campaign performance, ensure deliverability and compliance, manage workflows and collaborate with marketing, design, analytics and product teams to integrate email as a high‑impact channel within the marketing mix.

📈 Career Progression

Typical Career Path

Entry Point From:

Digital Marketing Coordinator
Marketing Assistant with CRM/email duties
Content Marketing Executive

Advancement To:

Senior Email Marketing Executive / Email Marketing Manager
Lifecycle Marketing Manager
Head of Email & Automation

Lateral Moves:

Marketing Automation Specialist
CRM & Retention Marketing Manager
Digital Campaign Manager

Core Responsibilities

Primary Functions

Develop and execute end‑to‑end email marketing campaigns—including strategy, planning, content creation, segmentation, scheduling, delivery and optimisation—to support business goals.
Maintain and grow the email subscriber database: manage list hygiene, segmentation, opt‑in/opt‑out practices, and ensure accurate and compliant data for targeted campaigns.
Craft compelling email content including subject lines, pre‑headers, body copy, calls‑to‑action and ensure alignment with brand tone, visual assets and campaign objectives.
Create and manage the email calendar: schedule campaigns, manage cross‑channel alignment, ensure frequency and cadence are optimised and coordinate with broader marketing calendar.
Segment audiences using demographic, behavioural, lifecycle and purchase‑history data to deliver personalised, relevant email content that drives engagement and conversions.
Design, test and optimise email templates: set up HTML/coded emails if required, ensure mobile responsiveness, visual rendering and dynamic content.
Implement A/B and multivariate testing on email subject lines, content, send times, layouts and calls‑to‑action; analyse results and roll out winning variants.
Monitor and report on email campaign KPIs—open rate, click‑through rate, conversion, unsubscribe rate, bounce rate—and deliver actionable insights to improve future performance.
Ensure strong email deliverability by managing sender reputation, inbox placement, spam filters, list hygiene and compliance with anti‑spam laws (CAN‑SPAM, GDPR) and best practices.
Collaborate with design, content, product, web and analytics teams to ensure email campaigns are aligned with product launches, content marketing and marketing automation workflows.
Manage operational processes of email deployment: build audience segments, QA campaigns, schedule sends, track results, handle platform/tool configuration and maintain documentation.
Optimise post‑send journeys: nurture workflows, triggered emails (welcome series, cart abandonment, re‑engagement), dynamic content and lifecycle mapping to increase retention and lifetime value.
Maintain and enforce email design and brand guidelines, ensure email copy and visuals are consistent with brand identity and channel strategy.
Create and maintain dashboards and analytics for email performance, build attribution models where applicable and integrate email metrics into wider marketing analytics.
Conduct market and competitive research: monitor email best practices, industry trends and competitor email campaigns to ensure the email channel remains innovative and effective.
Work with CRM/marketing‑automation platforms (e.g., HubSpot, Marketo, Pardot) to configure, launch and monitor automated email campaigns and workflows.
Ensure compliance with data privacy and security standards in email programmes including segmentation logic, opt‑in records, consent management and unsubscribe processes.
Assist in managing email campaign budgets, resource allocation, vendor/freelancer coordination, and optimise email spend where relevant.
Support continuous improvement of email operations through documentation of processes, training content for team members, campaign retrospectives and optimisation of workflows.
Provide regular presentation of email results and strategic recommendations to senior stakeholders; translate email metrics into business‑outcome insights and next‑step action plans.
Maintain a proactive attitude toward emerging email marketing technology, channel integration (SMS, push), personalisation and advanced segmentation techniques; pilot new tactics to increase channel impact.

Secondary Functions

Support ad‑hoc data requests, exploratory segmentation analysis or email programme audits for other business units.
Contribute to the organisation’s broader marketing roadmap by sharing email‑channel insights, audience behaviour trends and campaign learnings.
Collaborate with cross‑functional teams (product, customer‑success, sales) to translate email campaign outcomes into product or service enhancements, onboarding improvements or retention initiatives.
Participate in continuous improvement and agile marketing initiatives: refine email workflows, optimise automation rules and enhance tool‑stack integration.

Required Skills & Competencies

Hard Skills (Technical)

Proficiency in email marketing platforms (such as Mailchimp, Constant Contact, HubSpot, Marketo, Pardot) and familiarity with ESPs and automation tools.
Strong knowledge of HTML and CSS for email template customisation, responsive design and email rendering across clients.
Solid skills in list segmentation, database management and audience targeting based on demographics, behaviour and lifecycle stage.
Experience analysing email performance metrics, building dashboards, interpreting data and making data‑driven recommendations.
Competence in setting up and executing A/B or multivariate tests on subject lines, content, send timing and layout.
Understanding of deliverability and email best practices: inbox placement, spam compliance, list hygiene, CAN‑SPAM, GDPR.
Familiarity with CRM systems and marketing automation workflows, linking email campaigns to broader retention and lifecycle programmes.
Ability to create compelling email copy and design briefs, collaborate with creative teams and ensure visual‑copy integration.
Skilled in managing email calendar and workflow: campaign scheduling, asset management, version control and cross‑channel alignment.
Experience with tools for email analytics, campaign reporting and performance tracking (e.g., Google Analytics, ESP‑analytics, BI dashboards).

Soft Skills

Excellent written and verbal communication: able to write engaging email copy, collaborate with designers, and present campaign insights to stakeholders.
Analytical mindset: comfortable interpreting metrics, drawing actionable insights and iterating strategies based on data.
Time‑management and organisational skills: able to handle multiple campaigns, tight deadlines and shifting priorities effectively.
Collaborative and cross‑functional: works well with marketing, product, design, analytics, sales and IT teams to deliver integrated campaigns.
Attention to detail and quality focus: ensures accuracy in email coding, copy, segmentation, deliverability and branding.
Creative thinking: develops new content ideas, experiments with formats and keeps the email channel fresh and engaging.
Adaptability and resilience: thrives in fast‑paced, changing marketing environments and adjusts campaign tactics accordingly.
Strategic orientation: aligns email tactics with overall marketing and business objectives, and demonstrates channel value.
Customer‑centric perspective: understands recipient behaviour, lifecycle needs and tailors emails to deliver value and relevance.
Initiative and proactivity: takes ownership of segmenting, testing, optimising and driving improvement independently.

Education & Experience

Educational Background

Minimum Education:

Bachelor’s degree in Marketing, Communications, Digital Media or a related field.

Preferred Education:

Master’s degree or advanced certification in Email Marketing, Digital Marketing Strategy, CRM or Marketing Automation.

Relevant Fields of Study:

Email Marketing & Automation
Digital Marketing & Analytics
Communications & Copywriting
Marketing Technology & CRM

Experience Requirements

Typical Experience Range:

2 to 4 years of experience in email marketing, digital marketing or CRM roles-focused on email campaigns and automation.

Preferred:

Proven track record of designing, executing and optimising email campaigns, using automation and segmentation to drive measurable business outcomes and growth.

Key Responsibilities and Required Skills for Email Marketing Executive