Email marketing is one of the most effective ways to build customer relationships and generate revenue from your customers and prospects, but in order to excel at it, you’ll need to make sure you have the right skill set.
Email marketing continues to grow in popularity, with some marketers reporting average open rates of 55% or higher and click-through rates as high as 14%. But are you ready for the future? In this article, we’ll take a look at what skills will be needed to succeed as an email marketer in 2022 and how to prepare yourself for that future.
Basic Email Marketing Skills
In order to be a successful email marketer in 2022, you will need to have a strong understanding of the following:
- Email list segmentation: Dividing your email list into smaller groups based on factors like demographics, interests, or purchase history. This allows you to send more targeted and relevant emails that are more likely to be opened and clicked.
- A/B testing: Testing different subject lines, call-to-actions, or email layouts to see which performs best with your audience. You can also use this technique to see what content is most appealing or desired by your audience. These tests allow you to create content that is tailored specifically for them, increasing open rates and click rates.
- Aweber: One of the top email marketing platforms on the market. If you want to start building an email list, it’s a great tool for getting started without paying anything up front!
As the world of marketing continues to evolve, so do the skills required to be successful in the industry. If you're interested in becoming an email marketer, here are five skills you'll need to master
1 -- HTML/CSS: HTML and CSS are used for creating emails with HTML-based layouts and styling features. Learning these languages will help make your campaigns more responsive, appealing, and engaging.
2 -- Marketing Research: Maintaining a pulse on what is happening in your niche can make all the difference when it comes to customer satisfaction. Knowing who your target audience is, what their preferences are, and how they respond to certain messages is vital information that any email marketer should know.
3 -- Campaign Tracking & Testing: Once you've developed an idea for a campaign, the next step is to figure out which one will work best with your customers. Split testing of different versions of email content help refine campaign tactics and identify what resonates most with recipients.
4 -- Design Knowledge: There's nothing worse than receiving an unsightly or poorly designed email in one's inbox. Whether you're designing graphics, setting up ad campaigns, or laying out emails, knowing basic design principles such as typography and color theory is essential.
5 -- Customer Service Skills: It goes without saying that the best marketers always have stellar customer service skills - because being able to empathize with those on the other end of your message doesn't hurt either!
Data Manipulation & Reporting Skills
Email marketing is one of the most important tools in a digital marketer’s toolkit. And, like any tool, it needs to be used correctly to be effective. That’s why, if you want to be a successful email marketer in 2022, you’ll need to have strong data manipulation and reporting skills.
You'll need to know how to track open rates, conversion rates, bounce rates, unsubscribe rates, as well as other metrics that might be more specific to your company's industry. All of these factors will play into your emails' success or failure. For example, if someone opens your email but doesn't click on any links, you'll need to think about what led them there.
Did they get distracted by something else? Did they not understand what you were trying to say? Or did they get too many emails from companies like yours today? If so, it might be time to reevaluate the frequency with which you send out promotional emails.
The point is, that no matter what kind of campaigns you're running, data tracking and reporting are essential for optimizing your results.
Customer Engagement Skills
With the advent of artificial intelligence (AI) and its rapid integration into marketing, the skill set required of email marketers is changing. In order to stay ahead of the curve, email marketers will need to be comfortable with using AI-powered tools to automate tasks, analyze data, and make predictions. They will also need to be able to understand and explain complex algorithms to non-technical team members.
The ability to code is also becoming more important for a variety of reasons: not only does it give email marketers more control over their campaign strategy, but it can also help them determine how best to work with APIs from other vendors. Finally, mastering basic design principles can improve performance because users tend to spend less time on poorly designed emails.
Creative Writing Skills
In order to be a successful email marketer in 2022, you'll need strong creative writing skills. This means being able to craft compelling subject lines and copy that engages the reader and drives conversions. You'll also need to be able to understand your audience and what they're looking for in order to create targeted content that resonates.
Additionally, as more and more businesses adopt marketing automation, it will be important to be able to use these tools effectively in order to create efficient workflows.
Some of the most popular marketing automation platforms are HubSpot, AWeber, Marketo, Salesforce Marketing Cloud, Pardot, and Eloqua. Another skill that's important is understanding data. Whether it's social media data or CRM data or emails sent out to different segments of your list, you'll need analytical skills to make sure all of this information is used properly and help7 AMC Sections achieve campaign goals.
Website Design & Development Skills
Email marketing is one of the most important aspects of digital marketing, and it's only going to become more important in the coming years. As an email marketer, you'll need to have a firm understanding of web design and development so that you can create emails that are both visually appealing and effective in driving conversions.
You'll also need strong writing skills as your work will primarily be in creating compelling copy for your campaigns. Finally, you'll need graphic design knowledge so that you can create landing pages or other assets to include in your campaigns.