Our email marketer skills will be useful for those who want to create powerful email campaigns that trigger a response from the target audience and achieve their marketing goals.
With these skills for email marketing, marketers can:
- Increase the visibility of your business — by promoting your products to a wider audience, you can make yourself known
- Increase audience reach — email marketing has the potential to reach a larger audience than other communication channels
- Build a long-term relationship with your subscribers — with relevant emails you can get repeat customers
- Increase sales and revenues — effective email marketing has a higher ROI.
This type of marketing can be even more effective if you use automation. To do this, you should use good email marketing software, such as tools from Atompark, which have long proven themselves as reliable helpers for those who deal with mass mailings.
12 Essential Email Marketing Skills To Learn For Successful Campaigns
Email marketing can be an incredibly powerful tool for businesses. But to get the most out of it, you need to have a very important set of skills. Below are the 12 essential email marketing specialist skills to learn for successful campaigns.
Skill #1: Understanding Your Audience
Firstly, you need to understand who your campaign will be targeting — who is your audience. You need to know who they are, what they want, and how you can speak directly to them in a way that feels natural and genuine. This means knowing their needs, pain points, and buying habits; understanding their demographics (age group), psychographics (lifestyle), or behavior patterns; identifying their preferences, so you can create relevant content for them. Use additional tools like Google Analytics to better understand who your audience is.
Skill #2: Crafting Compelling Subject Lines
The subject line is one of the most important elements of your letter. If it is poorly written, unconvincing, or repulsive, there is a good chance that your message will be ignored, deleted, or even sent as spam. The right subject line allows people to understand what your email is about before they even open it
Here are some useful tips for making good subject lines:
- Keep it short
- Use action-oriented language
- Personalize the subject line
- Make it urgent or time-sensitive
- Use numbers or statistics
- Use emojis to add visual interest
Skill #3: Writing Engaging Email Copy
Once you have your audience’s attention with a compelling subject line, you need to keep it with engaging copy. Your copy should be tailored to your audience’s interests and needs, and it should provide value to them.
Here are some tips for writing engaging copy:
- Write in a conversational tone. Don’t use long paragraphs and sentences, but make sure to keep it easy to read by using bullet points and numbered lists where appropriate. This will help your readers quickly understand what you’re saying, especially if they’re busy people who don’t have time to read all of your content at once.
- Use storytelling to engage the reader, and provide value to the reader (such as helpful tips or exclusive offers).
Skill #4: Incorporating Personalization
Personalization is the act of customizing your emails to your customers. It can be done through segmentation, which involves grouping people based on their interests, behaviors, and other data points. Personalization can also involve using data from customer surveys, social media, and other sources, as well as information about what they’ve purchased in the past.
Some ways to incorporate personalization into your messages include:
- Using the name of a recipient
- Tailoring the email content to the recipient’s interests or past behavior
- Including personalized product recommendations or offers
- Sending personalized birthday or anniversary messages
Skill #5: Including Clear CTAs
CTA or Call-to-Action is a prompt or instruction that encourages your subscribers to take a specific action. In email marketing, a CTA is typically a clickable button or link that directs to a landing page or form. Including clear and compelling CTAs in your letter is essential for driving conversions.
Here are some tips for creating good CTA:
- Make sure your call to action is relevant to the content of the email, and that it’s clear, concise, and easy for readers to find and click on.
- Place the CTA above the fold (before the reader has to scroll)
- Use urgency or scarcity to encourage action
- Test different CTA buttons in different colors and sizes to see what works best for your audience.
Skill #6: Testing and Measuring Campaign Performance
One of the most important skills to develop is testing and measuring campaign performance. Testing allows you to determine which decisions are performing best, which content is engaging readers, and which subject lines are most effective at driving click-through rates. It’s also significant to measure the results of these tests so that you can consistently improve on them over time.
Here are some ways to test your campaigns:
- A/B testing — This method involves sending two different versions of a campaign (one with a change) and comparing their performance against each other. You’ll learn which changes work best for future campaigns by seeing which version gets more opens or clicks than its counterpart did when sent out simultaneously.
- Surveys — They allow readers who receive both versions of a campaign enough time after receiving them before asking how they felt about each one; this helps identify any differences between responses received from each version so that they can be analyzed later on for improvements made during future iterations based off data gathered through surveys versus just raw numbers alone.
Skill #7: Optimizing for Mobile Devices
Today’s users prefer mobile devices for surfing the Internet, including checking emails. That’s why it’s essential to think about mobile optimization for smartphones in the first place. You should always use a mobile-friendly design, which means that your email will look good no matter what device it’s viewed on. You can also create custom templates that are responsive and adapt to the size of each device’s screen.
The size of the user’s screen itself: it will be smaller than yours, so don’t use large images or video clips unless they’re absolutely necessary for clarity; similarly, try not to include too much text if possible.
Skill #8: Using Visuals Effectively
Email marketing is not only text, visual media play an essential role in communication with the audience and make your emails more eye-catching and impressive. Images, graphics, and videos work great with textual content. Use them to stand out or clarify details. Some helpful tips for using visuals:
- Consider the content — your visuals must be relevant.
- Break up your text into blocks to make your email visually appealing.
- Use alt text for images to ensure accessibility for all readers.
Skill #9: Building Trust and Credibility
Trust and credibility are two critical elements that directly affect the success of your digital marketing campaigns. By these concepts, we mean the transparency of your proposals for users, the validity of the content you offer them, and many other nuances.
Here is how you can increase your brand trust and credibility:
- Use a professional email address. It is better to use a custom domain name instead of one of these standard options.
- Provide value to your audience with helpful content and exclusive offers
- Use a customer reviews, testimonials to build credibility
- Follow through on promises (such as delivering on time or honoring warranties)
Skill #10: Cleaning and Updating The Mailing List
You should clean and update your mailing list regularly. With mailing list hygiene, you can make sure you’re always sending your emails to the right audience, at the right time, and avoid a lot of problems.
Clean up your contacts by removing any duplicate records, updating contact information (e.g., email address), removing inactive contacts, and removing contacts who have unsubscribed from receiving future messages from you or opted out of receiving them altogether. You can do this manually, but it’s long and inefficient, especially if your mailing list is large. Use Atompark’s email checker for mass validation of emails and clear your list of bad emails in just a few clicks.
Some benefits of cleaning and updating your mailing list include:
- Improved deliverability rates: When your mailing list contains outdated or incorrect email addresses, your messages are likely to end up in the spam folder or be undeliverable. By cleaning and keeping your mailing list up-to-date, you can increase the chances that your emails will reach the mailboxes of your subscribers.
- Higher open rates: When you send emails to people who are interested in your brand and products, they are more likely to open up and engage with them. By removing inactive subscribers from your mailing list, you can increase your open rates and improve your engagement metrics.
Read more about why you should check if an email address is valid in one of our previous articles.
Skill #11: Understanding Email Deliverability
Deliverability is the ability of your letters to reach the mailboxes of your subscribers. It’s also a key factor in email marketing success, as well as one that you should monitor and optimize regularly.
Many factors influence the deliverability of your emails:
- the types of emails sent;
- how regularly they are sent;
- the type of content;
- personalization using subscriber data;
- the presence of links in messages (and their location);
- the use of images in messages, etc.
This also can be affected by a number of other technical factors, including email authentication or spam filters.
Skill #12: Nurturing Leads with Email Marketing
Nurturing leads with email marketing is a process of communicating with prospects over time to increase the likelihood that they will buy your product or service. Nurturing involves sending messages regularly (usually once per week) until the prospect becomes a customer.
By using email marketing to nurture your leads, you can:
- Provide value: By sending relevant and useful content to your subscribers, your brand can become more credible in its industry and build trust with potential customers.
- Personalize your messaging: With email marketing, you can segment your audience based on their interests and behavior. This allows you to send personalized messages that are tailored to each of your subscribers.
- Increase conversions: By nurturing potential customers with email marketing, you can guide them through the sales funnel, making them more likely to turn into customers and sometimes into repeat customers.
In conclusion, here is a short email marketing skills resume:
- Work on understanding your audience — take time to segment, clean up your mailing list, personalize your content
- Work on improving effectiveness — create and test different CTAs, optimize your emails for mobile devices, increase trust in your brand
Email marketing is a powerful tool that can help you grow your business. But if you don’t know how to use it right, then it can cause more harm than good. By incorporating these email marketing skills into your strategy, you will be able to craft more effective campaigns that generate results for both your business and its audience. Also, you can learn how to do email marketing by reading other articles in our blog.
Make your marketing campaigns even more effective and modern! Use Atompark’s email marketing studio, a powerful 6-in-1 tool that allows you to collect and clean up your mailing list, send mass emails in a few clicks, and monitor their effectiveness. Download Atomic Email Studio now and test all features of the software during a 7-days trial!