What Does an Email Marketing Specialist Do?
An email marketing specialist develops and manages email campaigns that engage audiences, drive conversions, and support broader marketing goals. They craft compelling content, manage subscriber lists, segment audiences, and use automation tools to deliver personalized messages at scale.
Email marketing specialists play a key role in growing customer relationships, promoting products or services, and nurturing leads through the sales funnel. They also track campaign performance and use data insights to optimize subject lines, content, timing, and segmentation strategies. Their work ensures that every email sent aligns with the brand voice and contributes measurable value.
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Email Marketing Specialist Core Responsibilities
- Plan, build, and deploy email campaigns using marketing automation tools
- Write, edit, and format email content that aligns with brand tone and strategy
- Segment audiences and personalize messaging to increase engagement
- Conduct A/B testing on subject lines, layouts, and CTAs
- Manage email subscriber lists and ensure data hygiene
- Analyze campaign performance using open rates, CTRs, conversions, and unsubscribes
- Optimize campaign strategies based on performance data
- Ensure compliance with email marketing regulations (CAN-SPAM, GDPR, etc.)
- Collaborate with design, content, and CRM teams for integrated campaigns
- Report campaign results and insights to stakeholders
Required Skills and Qualifications
Hard skills
- Proficiency with email marketing platforms (e.g., Mailchimp, HubSpot, Klaviyo, Salesforce Marketing Cloud)
- Strong copywriting and editing abilities for email content
- Experience with HTML/CSS for email formatting and troubleshooting
- Familiarity with A/B testing and performance optimization
- Understanding of marketing metrics and campaign analysis
Soft skills
- Attention to detail and ability to manage multiple campaigns at once
- Strong communication and cross-functional collaboration
- Analytical thinking and problem-solving
- Creative mindset with a focus on user engagement
Education
- Bachelor’s degree in marketing, communications, or a related field
Certifications
- HubSpot Email Marketing Certification
- Mailchimp Certified
Certifications are recommended but not required depending on the role and company.
Preferred Qualifications
- 2–4 years of experience in digital or email marketing
- Experience integrating email campaigns with CRM systems
- Familiarity with email deliverability tools and best practices
- Basic knowledge of audience segmentation and marketing automation workflows
National Average Salary
Email marketing specialist salaries vary by experience, industry, organization size, and geography. Click below to explore salaries by local market.
The average national salary for an Email Marketing Specialist is:
$62,855
Sample Job Description Templates for Email Marketing Specialists
B2B Email Marketing Specialist
Position Overview
The B2B email marketing specialist creates and manages campaigns that generate leads, nurture prospects, and support sales goals in business-to-business environments. This role focuses on content strategy, segmentation, and campaign performance across the B2B buyer journey.
Responsibilities
- Develop targeted B2B email campaigns that align with buyer personas and sales stages
- Segment lists based on job title, industry, company size, or engagement level
- Write subject lines and content tailored to business decision-makers
- Collaborate with sales teams to align email content with outreach strategies
- Analyze lead scoring, campaign conversions, and engagement metrics
- Optimize nurture sequences to improve funnel velocity and pipeline growth
Requirements
Hard skills
- Experience with B2B marketing platforms (e.g., HubSpot, Marketo, Pardot)
- Familiarity with sales enablement content and lead scoring models
- Strong copywriting skills for professional audiences
Soft skills
- Strategic thinking with a results-driven mindset
- Collaboration with marketing and sales teams
- Ability to translate complex solutions into clear, concise messages
Education
- Bachelor’s in marketing, business, or communications
Certifications
- HubSpot Inbound Marketing or Email Marketing Certification preferred
E-Commerce Email Marketing Specialist
Position Overview
The e-commerce email marketing specialist designs campaigns that increase customer acquisition, conversions, and average order value. This role focuses on promotional emails, product announcements, cart recovery flows, and seasonal offers.
Responsibilities
- Create promotional emails, product launches, and flash sale campaigns
- Build abandoned cart, win-back, and upsell email flows
- Use customer behavior data to personalize messaging and product recommendations
- Monitor KPIs like conversion rate, revenue per email, and unsubscribe rate
- Conduct A/B testing on creative, CTAs, and offer formats
- Collaborate with creative and merchandising teams to ensure consistent branding
Requirements
Hard skills
- Proficiency in e-commerce platforms and tools (e.g., Klaviyo, Shopify, Omnisend)
- Experience with cart abandonment flows and triggered messaging
- Knowledge of email analytics and attribution
Soft skills
- Creativity with an eye for visual merchandising
- Agility in high-frequency campaign environments
- Collaboration with design and growth teams
Education
- Degree in marketing, digital commerce, or related field
Certifications
- Klaviyo Product Certification preferred
Email Automation Specialist
Position Overview
An email automation specialist builds scalable, behavior-driven campaigns using marketing automation platforms. This role focuses on efficiency, personalization, and engagement across lifecycle touchpoints.
Responsibilities
- Develop and maintain automated email workflows based on user behavior and lifecycle stages
- Build logic-driven journeys for onboarding, engagement, and reactivation
- Use dynamic content and personalization tokens to increase relevance
- Monitor deliverability, flow performance, and campaign health
- Integrate email workflows with CRM, website, and analytics tools
- Document automation logic and maintain campaign QA processes
Requirements
Hard skills
- Deep experience with automation tools (e.g., ActiveCampaign, HubSpot, Salesforce Marketing Cloud)
- Knowledge of segmentation logic, triggers, and workflow design
- Basic HTML/CSS and email troubleshooting skills
Soft skills
- Logical thinking and attention to process architecture
- Problem-solving and iterative testing
- Cross-functional collaboration with dev, design, and CRM teams
Education
- Bachelor’s in marketing, IT, or related field
Certifications
- HubSpot Marketing Automation Certification or similar
Email Campaign Analyst
Position Overview
The email campaign analyst tracks and reports on email performance to optimize future campaigns. This data-driven role turns engagement metrics into actionable insights and supports strategic decision-making.
Responsibilities
- Monitor email KPIs such as open rates, click-throughs, conversions, and unsubscribe rates
- Create dashboards and reports for marketing and leadership teams
- Conduct A/B testing and multivariate analysis
- Evaluate subject line performance, timing, list health, and segmentation impact
- Provide recommendations to improve campaign effectiveness
- Assist in audience analysis and trend tracking
Requirements
Hard skills
- Advanced Excel or Google Sheets skills for data manipulation
- Experience with analytics platforms (Google Analytics, Adobe Analytics, or native ESP reporting)
- Understanding of email metrics and lifecycle performance
Soft skills
- Analytical curiosity and attention to detail
- Clear communication of complex data insights
- Ability to spot trends and deliver data-driven recommendations
Education
- Bachelor’s in marketing analytics, business intelligence, or statistics
Certifications
- Google Analytics certification preferred
Lifecycle/Retention Marketing Specialist
Position Overview
The lifecycle/retention marketing specialist develops campaigns that extend customer engagement, improve retention, and reduce churn. This role uses email and cross-channel messaging to support the entire customer lifecycle.
Responsibilities
- Design campaigns for onboarding, retention, and win-back
- Use behavioral triggers and purchase history to drive repeat engagement
- Collaborate with product and customer success teams to align retention goals
- Conduct customer segmentation based on loyalty, value, and engagement
- Track cohort performance and customer lifetime value (CLV) metrics
- Develop nurture flows that increase long-term brand affinity
Requirements
Hard skills
- Experience with lifecycle marketing tools and CRMs (e.g., Iterable, Customer.io)
- Familiarity with churn metrics, retention models, and CLV analysis
- Knowledge of behavioral triggers and segmentation
Soft skills
- Empathy for the customer journey
- Strategic planning with a long-term mindset
- Collaboration across product, support, and marketing
Education
- Degree in marketing, customer experience, or business
Certifications
- Lifecycle marketing or customer retention training preferred
CRM Email Marketing Specialist
Position Overview
A CRM email marketing specialist manages campaigns driven by customer data, ensuring personalized experiences that support acquisition, upsell, and loyalty. This role bridges email marketing and CRM management for seamless data-driven messaging.
Responsibilities
- Execute email campaigns using CRM data and dynamic fields
- Maintain segmentation, tagging, and list hygiene within the CRM
- Collaborate with sales and CX teams to align email touchpoints
- Ensure accurate syncing between marketing automation and CRM platforms
- Monitor engagement metrics and contact lifecycle stages
- Troubleshoot data integration or personalization issues
Requirements
Hard skills
- Experience with CRM-integrated tools (e.g., Salesforce, HubSpot, Zoho)
- Proficiency with data segmentation and field mapping
- Strong grasp of personalization, merge tags, and logic-based automation
Soft skills
- Cross-functional collaboration with data, CX, and sales teams
- Strong project management and communication
- Detail-oriented approach to data accuracy
Education
- Bachelor’s in marketing, CRM management, or related field
Certifications
- Salesforce Marketing Cloud Email Specialist or HubSpot CRM Certification preferred