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What is an Email Marketing Manager and How to Become One

By Ajoke Aminu


Ever wondered who’s behind those effective emails flooding your inbox, prompting you to click and engage?

Enter the world of Email Marketing Managers – the strategists turning messages into compelling campaigns. This guide delves into the email marketing manager job description and overall insights, ensuring you have all the necessary information to begin this incredible career path.

Career Summary

Email Marketing Manager Salary

Email Marketing Manager Salary

The salary for an Email Marketing Manager can vary based on factors such as experience, location, industry, and the size of the company.

According to Glassdoor, the email marketing manager salary ranges from:

  • Entry: US$78K
  • Median: US$98K
  • Executive: US$124K

With the email marketing manager salary range glittering between comfort and opulence, they are far above the national median of $59,428, according to Forbes.

What is an Email Marketing Manager?

An Email Marketing Manager is a professional responsible for overseeing and guiding the strategic planning and execution of email marketing campaigns. Their role is pivotal in enhancing brand awareness, promoting products or services, and driving traffic and sales through carefully crafted email communications.

What does an Email Marketing Manager do?

An Email Marketing Manager is responsible for planning, implementing, and optimizing email marketing campaigns to effectively engage target audiences and drive desired outcomes, such as lead generation, customer acquisition, retention, and revenue growth. Their duties typically include developing email marketing strategies, creating compelling email content and designs, segmenting email lists, managing subscriber databases, scheduling and sending email campaigns, analyzing campaign performance metrics, conducting A/B testing, optimizing email deliverability and open rates, and staying abreast of industry best practices and emerging trends. Additionally, Email Marketing Managers often collaborate with cross-functional teams, such as content creators, designers, and analysts, to ensure alignment with broader marketing objectives and maximize the effectiveness of email marketing efforts.

Email Marketing Manager Career Progression

  • Email Marketing Coordinator/Assistant: Entry-level position responsible for supporting the Email Marketing Manager in executing email campaigns, managing subscriber lists, and analyzing campaign performance.
  • Email Marketing Specialist: Mid-level role focused on developing and implementing email marketing strategies, creating email content, optimizing campaigns for engagement and conversion, and analyzing metrics to drive improvements.
  • Email Marketing Manager: Responsible for overseeing all aspects of email marketing campaigns, including strategy development, campaign execution, list management, segmentation, A/B testing, performance analysis, and optimization.
  • Senior Email Marketing Manager: Senior-level position with expanded responsibilities, including leading a team of email marketing specialists, developing long-term email marketing strategies, collaborating with cross-functional teams, and driving overall email marketing performance.
  • Director of Email Marketing: Executive-level role responsible for setting the strategic direction of the email marketing program, managing budget and resources, developing innovative email marketing initiatives, and driving alignment with broader marketing and business objectives.
  • Vice President of Marketing Operations: Executive leadership role overseeing all marketing operations, including email marketing, automation, analytics, and technology platforms. Responsible for driving efficiency, scalability, and effectiveness across the marketing organization.
  • Chief Marketing Officer (CMO): Top executive responsible for developing and executing the overall marketing strategy, aligning marketing initiatives with business goals, driving revenue growth, and overseeing all marketing functions, including email marketing, branding, advertising, and customer acquisition.
Email Marketing Manager Career Progression

Best Aspects of Working as an Email Marketing Manager 

  • Creative Freedom: Crafting unique and compelling email content.
  • Impact on Revenue: Directly influencing sales and profitability through effective campaigns.
  • Data-Driven Insights: Utilizing analytics to make informed decisions and improve strategies.
  • Technological Advancements: Working with cutting-edge marketing technologies and tools.

Worst Aspects of Working as an Email Marketing Manager 

  • High Pressure: Constant pressure to meet targets and deadlines.
  • Rapid Industry Changes: Keeping up with fast-paced changes in digital marketing trends.
  • Intense Competition: Standing out in a crowded inbox environment.
  • GDPR and Compliance: Navigating complex email regulations and compliance standards.

Essential Skills to Have as an Email Marketing Manager 

  • Proficiency in Email Marketing Tools
  • Strong Analytical Skills
  • Excellent Copywriting and Content Creation Abilities
  • Knowledge of GDPR and Email Compliance Regulations
  • SEO and Content Marketing Expertise
  • Creativity and Innovation in Campaign Design

Popular Email Marketing Manager Specialties 

  • Campaign Strategy
  • Content Creation
  • Data Analysis
  • Automation
  • Segmentation and Personalization

How to Become an Email Marketing Manager

Email Marketing Manager 5 Steps to Career


Have you come across an email marketing manager job description that doesn’t list education as a requirement? No? That’s because most employers expect that an email marketing manager possesses some level of education. However, the specific category and degree of education required are what we aim to clarify in this section. 

Do I Need a Degree to Become an Email Marketing Manager?

Indeed, a common starting point for many in this role is a bachelor’s degree in fields such as marketing, communications, or a related discipline. This foundational education often provides a broad understanding of marketing principles, communication strategies, and the analytical skills necessary to succeed in email marketing campaigns. 

Interestingly, while many positions do request a bachelor’s degree, there’s an acknowledgment within the industry that there’s no one-size-fits-all educational pathway to becoming an effective email marketing manager. Some email marketing manager job descriptions may not specify a degree requirement, focusing instead on the candidate’s experience, portfolio, and demonstrated ability to deliver successful email marketing campaigns. 

Furthermore, for those aiming for higher positions within the field, additional education such as a Master’s degree in Business Administration (MBA) with a focus on marketing can be advantageous. This advanced degree may equip candidates with a deeper understanding of business strategies, consumer behavior, and advanced marketing techniques, potentially opening doors to more senior positions.

Why is it Important to Get a Degree as an Email Marketing Manager?

Earning a degree as an Email Marketing Manager is significant for several reasons, reflecting both the demands of the position and the expectations within the industry.

  • Firstly, a bachelor’s degree in marketing, communications, or a related field provides a comprehensive foundation in key concepts that are crucial for effective email marketing. This includes understanding consumer behavior, mastering the art of persuasive communication, and gaining insights into market research and analysis. These areas of knowledge are essential for developing strategies that engage audiences and drive conversions, which are central to the role of an email marketing manager.
  • Moreover, the process of obtaining a degree exposes individuals to a structured learning environment where they can acquire and hone analytical and creative skills. Such skills are vital for analyzing campaign data, interpreting consumer behavior, and crafting compelling email content that resonates with diverse audiences.
  • Additionally, pursuing higher education, such as a Master’s degree or an MBA with a focus on marketing, can further enhance one’s qualifications for more senior roles within the field. Advanced degrees offer deeper insights into business strategy, digital marketing trends, and management practices, equipping professionals with the expertise to lead successful email marketing campaigns and initiatives.
  • Beyond the direct benefits of the knowledge and skills gained, holding a degree can also be a requirement in the job market. Many employers prefer or require candidates to have a bachelor’s degree for email marketing manager positions, viewing it as a benchmark of professional competence and dedication. This educational qualification can be a critical factor in securing employment opportunities and advancing in a competitive field.
  • Lastly, the pursuit of a degree offers networking opportunities with peers, instructors, and industry professionals. These connections can be invaluable for career development, offering insights into industry trends, advice on career progression, and potential job leads. Networking within academic settings can also lead to mentorships and collaborations that enrich the professional journey of an aspiring email marketing manager.

Can I Become an Email Marketing Manager through online education?

Yes, you can become an email marketing manager through online education. The landscape of qualifications is not strictly limited to traditional degree programs. The dynamic and ever-evolving nature of digital marketing means that practical experience, specialized training, and certification courses can also play a significant role in preparing for a career as an email marketing manager. For instance, specialized online courses and certifications in digital marketing and email marketing strategies offer targeted knowledge and skills that are highly relevant and immediately applicable to the role—also doubling as a way to continue learning. 

How Much Does it Cost to Study to Become an Email Marketing Manager?

For undergraduate degrees, which are commonly the first step for those aiming to enter the field of email marketing, the State University of New York (SUNY) at Farmingdale, for example, offers a relatively affordable option with an in-state tuition cost of US$8,306. This figure gives a baseline for the cost of pursuing a bachelor’s degree in a related field such as marketing or communications, which are relevant to aspiring email marketing managers.

For those looking to further their education with a graduate degree, costs can increase significantly. General graduate degrees in marketing can range from US$54,000 to US$73,000. If the marketing program is part of a Master of Business Administration (MBA) specialization, these costs could be indicative of what one might expect to pay for advanced education in the field.

In addition to formal university degrees, there are also specialized courses and certifications available for those looking to break into email marketing or enhance their skills. For instance, the Digital Marketing Pro course, which provides valuable knowledge for email marketing, costs US$1,368 and offers a comprehensive understanding of digital marketing strategies, including email marketing. 

It’s also worth noting that there are more affordable options for learning specific email marketing skills through online courses. The HubSpot Academy’s Email Marketing Certification Course, for example, is free.

Given these figures, the cost of education for an aspiring Email Marketing Manager can range from relatively low-cost or even free online courses to more substantial investments in undergraduate and graduate degrees. The choice of path will depend on individual career goals, existing qualifications, and financial considerations.

What are Some Web Resources to Learn Email Marketing Manager Skills?

Here are some authority web resources where you can learn the skills needed to become an email marketing manager:

  • HubSpot Academy: Offers free online courses on email marketing, covering topics such as email design, segmentation, and automation.
  • Mailchimp Resources: Mailchimp provides guides, tutorials, and webinars on email marketing best practices, list management, and campaign optimization.
  • Constant Contact Learning Center: Constant Contact offers a variety of resources, including articles, guides, and webinars, to help users master email marketing techniques and strategies.
  • AWeber Blog: AWeber’s blog features articles and resources focusing on email marketing trends, tips, and case studies to help marketers improve their email campaigns.
  • Campaign Monitor Resources: Campaign Monitor provides resources such as guides, blog posts, and email marketing benchmarks to help marketers enhance their email marketing skills and knowledge.
  • DigitalMarketer: DigitalMarketer offers training programs and resources covering various digital marketing topics, including email marketing strategies, tactics, and best practices.

Practical Experience

While many positions in this field may ask for a bachelor’s degree in marketing, communications, or a similar area, there’s a growing recognition that practical experience and skills also play a crucial role. With the right practical experience, you could work your way up to earning a competitive email marketing manager salary. 

What are Internship Opportunities for Aspiring Email Marketing Managers?

Becoming an Email Marketing Manager involves gaining a comprehensive understanding of email marketing strategies, customer engagement, and data analysis. To pave the way to this role, individuals can start in various positions that build the necessary skills and experience. It’s recommended to regularly check job listing sites such as LinkedIn, Indeed, Glassdoor, and industry-specific job boards to find vacancies in any of these roles. 

Here are different marketing roles that serve as stepping stones toward becoming an Email Marketing Manager:

  • Email Marketing Specialist: This role focuses on the nuts and bolts of email marketing campaigns, including segmentation, A/B testing, and reporting. Specialists gain hands-on experience with email platforms and learn how to analyze campaign performance. 
  • Content Marketer: Content marketers create valuable content for a variety of channels, including email newsletters. This role helps build skills in crafting compelling messages and understanding what content resonates with different audiences.
  • Digital Marketing Coordinator: Coordinators work across digital channels, including email, social media, and web. This position offers a broad view of digital marketing strategies and how email marketing fits into the overall digital marketing mix. 
  • Marketing Analyst: Analysts focus on the data side of marketing campaigns, including email marketing metrics. This role is crucial for understanding what strategies drive engagement and conversions. 
  • Social Media Manager: While primarily focused on social media channels, this role requires a good understanding of content creation and audience engagement, skills that are transferable to email marketing.
  • Customer Relationship Manager (CRM) Specialist: CRM specialists manage customer databases and segmentation strategies, which are key components of effective email marketing. These positions can be found on company career pages and job listing sites like LinkedIn.
  • Marketing Automation Specialist: This role involves working with marketing automation tools that often include email marketing functionalities. It’s a good path for understanding how automated campaigns can be used effectively.

What Skills Will I Learn as an Email Marketing Manager?

As an Email Marketing Manager, you will develop a diverse set of skills that are essential for effectively managing email campaigns and driving successful marketing strategies.

Here are some key skills you can expect to learn:

  • Email Marketing Strategy: You will learn how to develop and execute email marketing strategies aligned with business goals. This involves understanding target audiences, setting campaign objectives, and planning the overall email marketing calendar.
  • Email Copywriting: You will develop strong copywriting skills to create compelling and engaging email content. This includes crafting attention-grabbing subject lines, writing persuasive email body copy, and incorporating effective call-to-action.
  • Audience Segmentation: You will become proficient in segmenting email lists based on various criteria such as demographics, behavior, or purchase history. This skill enables you to send targeted and personalized emails that resonate with specific segments of your audience.
  • HTML/CSS: Familiarity with HTML and CSS will allow you to customize email templates, optimize layouts, and ensure proper rendering across different email clients and devices. Basic coding knowledge can be valuable for troubleshooting and making minor design adjustments.
  • Email Automation: You will learn how to set up and manage email automation workflows. This includes creating automated welcome series, abandoned cart recovery sequences, and personalized customer journeys based on triggers and user behavior.
  • Email Analytics: You will gain proficiency in analyzing email campaign performance using key metrics such as open rates, click-through rates, conversion rates, and overall ROI. This data analysis helps you identify trends, measure success, and make data-driven decisions to optimize future campaigns.
  • A/B Testing: You will become skilled in conducting A/B tests to optimize email elements such as subject lines, CTAs, design, or content. A/B testing allows you to compare different variations and determine which ones yield better results.
  • Email Deliverability: You will learn techniques to improve email deliverability and avoid your emails being marked as spam. This includes understanding email authentication protocols, managing sender reputation, and adhering to best practices to ensure high inbox placement rates.
  • CRM Integration: Integrating email marketing with customer relationship management (CRM) systems is crucial for effective campaign management. You will learn how to connect and utilize CRM data to drive personalized and targeted email marketing efforts.
  • Continuous Learning and Adaptation: Email marketing is an ever-evolving field, so you will develop a mindset of continuous learning, staying updated with industry trends and emerging technologies.

What is the Work-life Balance of an Email Marketing Manager? 

Experiences across different companies show that work-life balance for Email Marketing Managers can greatly depend on the organizational culture. Understanding the daily responsibilities and workplace environment of email marketing managers can help in gauging how you might navigate achieving a balance. Reviewing a typical email marketing manager job description can highlight these aspects, providing clarity before making a commitment. 

The dynamic nature of marketing requires managers to juggle multiple responsibilities, from strategizing brand campaigns to keeping up with market trends. This convergence of duties could potentially lead to stressful situations, underscoring the importance of managing workload and stress levels proactively.

On a more positive note, statistics indicate that marketing professionals, including those in email marketing, often enjoy some degree of flexibility in their work schedules. With 88% reporting the ability to work remotely or have flexible hours, and 25% working outside normal hours, there seems to be an opportunity for achieving a better work-life balance, albeit with the necessity of occasionally working off-hours.

Lastly, general employee reviews on Indeed, though not specific to managers, offer a broader perspective on the culture surrounding email marketing positions. These reviews suggest that experiences can vary widely based on the company and the specifics of the job role, highlighting the importance of finding an organization whose values align with your own work-life balance goals.

What’s the Career Outlook for Email Marketing Managers?

The career outlook for Email Marketing Managers, as part of the broader category of advertising, promotions, and marketing managers, is positive. According to the Bureau of Labor Statistics (BLS), this field is anticipated to increase by 6% from 2022 to 2032, surpassing the average growth rate for all occupations. This growth is indicative of the increasing importance of digital marketing strategies in the business world, where email marketing plays a crucial role.

Furthermore, the BLS highlights that about 1.1 million job openings are projected each year, on average, in management occupations, which includes email marketing managers, from 2022 to 2032. This projection suggests a steady demand for professionals skilled in managing advertising, promotions, and marketing efforts, including those specializing in email marketing.

Overall, the career outlook for Email Marketing Managers is promising, reflecting the growing need for digital marketing expertise in today’s business landscape. As companies continue to prioritize digital channels for reaching and engaging their audiences, the demand for skilled email marketing professionals is expected to rise.

Email Marketing Manager Popular Career Specialties

What are the Job Opportunities of an Email Marketing Manager?

As an Email Marketing Manager, you can take on various job roles within organizations.

Here are some common job roles that Email Marketing Managers may hold:

  • Email Campaign Manager: In this role, you will be responsible for planning, executing, and optimizing email marketing campaigns. You will develop strategies, create engaging content, manage subscriber lists, and track campaign performance.
  • Email Automation Specialist: As an Email Automation Specialist, you will focus on creating and managing automated email workflows. You will set up triggers, create personalized customer journeys, and implement automation strategies to nurture leads and drive conversions.
  • CRM Email Marketer: In this role, you will work closely with the Customer Relationship Management (CRM) team to integrate email marketing efforts with the CRM system. You will leverage customer data to create targeted email campaigns and ensure seamless communication across channels.
  • Email Copywriter: As an Email Copywriter, your primary focus will be on crafting persuasive and engaging email content. You will develop compelling subject lines, write impactful email copy, and optimize messages for different segments of the target audience.
  • Email Analytics Specialist: In this role, you will analyze email campaign performance and derive insights from key metrics. You will use data to measure success, identify areas for improvement, and make data-driven decisions to optimize future campaigns.
  • Email Deliverability Manager: As an Email Deliverability Manager, you will focus on ensuring that emails reach subscribers’ inboxes and avoid being marked as spam. You will monitor sender reputation, manage email authentication protocols, and implement best practices to maximize deliverability.
  • Email Marketing Strategist: In this role, you will develop overarching email marketing strategies aligned with business goals. You will conduct market research, segment audiences, define campaign objectives, and collaborate with cross-functional teams to execute successful email marketing initiatives.
  • Email Marketing Consultant: As a consultant, you can offer your expertise in email marketing to businesses on a freelance or project basis. You will provide strategic guidance, audit existing email campaigns, offer recommendations for improvement, and help businesses optimize their email marketing efforts.

What Type of Companies Hire Email Marketing Managers?

Various types of companies across industries hire Email Marketing Managers to oversee their email marketing campaigns and strategies.

Some of the common types of companies that typically hire Email Marketing Managers include:

  • E-commerce companies: Online retailers often rely heavily on email marketing to engage customers, promote products, and drive sales.
  • Technology firms: Companies in the technology sector, including software as a service (SaaS) providers, often require Email Marketing Managers to communicate with customers, promote new features, and drive user engagement.
  • Digital marketing agencies: Agencies specializing in digital marketing services frequently hire Email Marketing Managers to manage campaigns for multiple clients across different industries.
  • Financial services companies: Banks, insurance firms, and financial technology (fintech) companies use email marketing to communicate with clients, promote financial products, and provide updates on services.
  • Healthcare organizations: Hospitals, clinics, and healthcare technology companies utilize email marketing to communicate with patients, share health information, and promote services.
  • Education institutions: Colleges, universities, and online learning platforms use email marketing to attract prospective students, engage current students, and promote courses and programs.
  • Nonprofit organizations: Nonprofits and charitable organizations rely on email marketing to communicate with donors, raise funds, and promote awareness about their causes.
  • Hospitality and travel companies: Hotels, airlines, travel agencies, and tourism boards use email marketing to promote travel destinations, share deals and offers, and engage customers.

Should I Become an Email Marketing Manager?

  • Before taking this significant step, it’s crucial to reflect on the key points, including the comprehensive email marketing manager job description, and the blend of skills required to excel in this dynamic role. The allure of a competitive email marketing manager salary is undeniable, with the potential to elevate your financial standing well above the national average, offering both stability and the promise of growth. However, the true essence of this profession lies beyond the numbers. It’s about harnessing the power of email as a timeless tool, crafting messages that resonate, and building campaigns that convert.
  • Reflecting on your personal interests and skills is equally important. Do you have a passion for storytelling? Are you intrigued by the psychology behind consumer behavior? Do you possess a knack for data analysis? These are the questions that will guide your decision, helping you determine if this path aligns with your strengths and aspirations.

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Ajoke Aminu

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