Sr. Email Marketing Specialist

3 weeks ago

Livonia, United States Insight Global Full time

Position: Sr. Email Marketing Specialist

Duration: Perm

Location: Livonia, MI


Must Haves:

  • Bachelor’s degree in Marketing, Advertising, or similar field of study.
  • 6+ years of professional experience in digital marketing or email marketing.
  • 5+ years of hands-on experience writing campaign workflows in Adobe Campaign Classic.
  • Advanced knowledge and understanding of email and compliance best practices.
  • Expert level understanding of HTML, CSS, and JavaScript development for email.
  • Experience leading, implementing, and optimizing email marketing programs across the entire marketing lifecycle.
  • Experience leading an email experimentation practice across the full testing lifecycle. This includes development, execution, and measurement of A/B and multivariate tests.
  • Experience integrating email programs with other direct channels including but not limited to direct mail, search, display, and social media.
  • Excellent organizational skills and process-oriented thinking with an ability to manage complex, multifaceted interactive programs with accuracy.


Job Summary:

The Senior Email Marketing Specialist is responsible for leading the development and optimization of acquisition email campaigns from strategy through to execution. This individual will manage the performance of our email channel and associated programs in support of marketing objectives. This role is responsible for managing email programs to achieve monthly sales targets while growing overall email marketing capabilities.


Responsibilities:

  • Manage company’s acquisition email channel to ensure lead and sales plans are achieved each month.
  • Partner with internal and external teams to lead all aspects of email campaign management including strategy planning, technical development, proofing, deployment, and performance measurement.
  • Oversee external agency development priorities and ensure deliverables meet campaign requirements.
  • Provide consultation and recommendations to business stakeholders regarding email best practices.
  • Collaborate with key stakeholders including digital marketing, creative services, marketing analytics, and marketing operations to develop/document email marketing programs and project plans.
  • Partner with creative services to develop campaign and creative concepts. Represent the needs of the email channel with a focus on growth of acquisition programs.
  • Identify new programs and opportunities that support an omni-channel strategy. Prioritize opportunities that are identified.
  • Manage the email production processes to ensure all email elements are accurate and relevant. Conduct quality assurance testing on email messages; ensure tracking links, images, subject lines, and segmentation lists function properly; verify that email renders correctly across various email clients.
  • Create, monitor and report on key performance indicators (KPIs) and track initiatives against established goals.
  • Responsible for deliverability and overall account reputation to ensure messages are being delivered to the inbox.
  • Manage efforts to grow the business through the development and management of new email marketing strategies and tactics including automation of marketing programs. Identify areas that need to be optimized to improve click through, leads, sales, and conversion.
  • Lead the design and expansion of existing email journeys intended to support sales and engagement objectives. Partner with other channel owners to lead the development of an omni-channel marketing strategy.
  • Manage email deliverability and IP health to ensure messages are being delivered to the inbox.
  • Provide regular reports and insights on channel and campaign performance to executive stakeholders.
  • Lead email experimentation practice across the entire lifecycle from hypothesis development to test execution and measurement. Conduct extensive testing and analysis of email marketing efforts including delivery time, creative layout, messaging, subject line testing, and segmentation performance to develop best practices for ongoing email campaigns.
  • Consult with direct response and digital marketing analytics staff to identify reporting needs and document reporting objectives, research available data sources and propose reporting solutions.
  • Partner closely with IT Development team to troubleshoot technical issues and design, build, and implement new functionality that enables continued growth of email programs.
  • Identify and recommend opportunities for cross-channel integration across email and other online or offline marketing channels. Partner with other team members on the design, implementation, measurement, and optimization of cross channel campaigns.
  • Lead the effort to expand into other one to one communication channels including SMS programs.
  • Stay current on Digital Marketing best practices, industry standards and CAN-SPAM compliance. Apply them to the execution of campaigns. Seek process improvements to increase effectiveness and efficiency.
  • Mentor junior team members and help build their skills related to email campaign development and execution

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