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Every dollar spent on email marketing can bring in $36 in revenue. But to see these results, you need skilled email marketers who know how to create engaging campaigns, reach the right audience, and use data to refine each strategy.
This guide covers everything from defining the role and finding top candidates to interviewing effectively and choosing the best fit for your budget and goals.
Why hire an email marketing expert
As email remains one of the highest ROI channels, businesses that invest in dedicated email marketing talent see increased engagement, loyalty, and conversions. Here’s why hiring an email marketing professional is a smart move to increase your brand’s success and stay competitive.
The value of specialized email marketing skills
Email marketing today is driven by data and requires specialized skills. An experienced email marketer can segment audiences, set up automated messages, analyze performance, and apply strategies that increase engagement, sales, and ROI.
Segmentation allows them to divide your audience into smaller groups based on behavior, interests, or where they are in the customer journey, creating more personal and relevant messages. Automation enables triggered messages based on actions or milestones, guiding leads with timely content.
Top email marketing specialists know how to use data to track results, find areas to improve, and test different tactics. They can adjust subject lines, content, calls to action, and timing to optimize performance.
Key benefits of hiring a skilled email marketer
Hiring an email marketing expert brings several advantages:
Higher ROI on email campaigns: Their expertise can improve open rates, click rates, and conversions, raising your return on email.
Better lead generation and nurturing: They create engaging lead magnets, nurture sequences, and drip campaigns that turn prospects into customers.
Improved audience targeting and personalization: Advanced audience segmentation helps them send relevant content, increasing engagement and satisfaction.
Expertise in compliance and email deliverability: They stay up-to-date on regulations like GDPR and CAN-SPAM, ensuring your emails reach the inbox and follow legal guidelines.
Consistent brand voice and customer loyalty: Their storytelling skills strengthen your brand’s voice and build lasting customer relationships.
The rising demand for email marketing professionals
Demand for skilled email marketers is increasing due to trends like:
Shift to data-driven marketing: More businesses rely on data, increasing the need for experts who optimize emails with analytics and testing.
High ROI from email marketing: With email offering returns up to $36 per $1 spent, companies are prioritizing this channel and need skilled experts.
Growing complexity and competition: With crowded inboxes, advanced skills like automation and personalization are essential to engage audiences.
Changes in privacy regulations: New data laws make compliance critical, increasing demand for marketers who understand best practices and legal requirements.
Cross-channel marketing integration: Email’s role in connecting social, mobile, web, and other marketing channels makes skilled marketers essential for seamless experiences.
In short, the specialized skills, strong ROI, and growing complexity of email marketing make hiring a professional a smart choice for businesses that want to get the most from this powerful channel.
Types of email marketing professionals you can hire
The type of email marketer you hire will depend on your specific needs, budget, and goals. Whether you’re looking for the flexibility of a freelancer, the dedication of a full-time employee, or the extensive resources of an agency, each option brings unique strengths to the table.
Here’s a breakdown to help you determine which choice is the best fit as you hire email marketing experts.
Freelance email marketers
Freelancers offer a flexible, cost-effective solution for businesses that need email marketing expertise on a temporary or project basis. They are ideal for handling specific tasks or campaigns without a long-term commitment, making them a good choice for companies with limited budgets or occasional marketing needs.
Pros:
- Flexible for short-term projects or specific digital marketing campaigns
- Offers specialized skills without long-term commitments
- Budget-friendly for businesses with limited resources
Cons:
- Less continuity and brand knowledge
- Higher turnover rate
- May need more management and guidance
When to hire freelancers: Freelancers are ideal for businesses needing support with seasonal digital marketing campaigns, one-off projects, or on a tight budget. They provide flexibility and expertise without the cost of a full-time hire.
Full-time email marketing employees
Hiring a full-time marketer brings a dedicated professional to your team who can fully align with your brand’s goals and values. This option is best for companies with ongoing email marketing needs, allowing for stronger brand continuity and close collaboration with other departments.
Pros:
- Dedicated to your business’s unique needs
- Deep understanding of your brand, products, and audience
- Works closely with other sales and marketing teams
Cons:
- Higher salary and benefits than freelancers
- More time needed for hiring and onboarding
- Skills may need updating without ongoing training
When to hire full-time: Companies with regular email campaigns and ongoing marketing needs benefit from a full-time employee. This is also ideal when deep brand knowledge and close team collaboration are essential.
Email marketing agencies
An agency offers access to a team of experts with a wide range of skills, providing a comprehensive approach to complex email marketing needs. Agencies are well-suited for businesses running large, multi-channel campaigns or those looking for strategic guidance, as they can scale resources to fit different campaign demands.
Pros:
- Access to a team with broad expertise
- Resources scale based on campaign demands
- Provides strategic guidance and best practices
Cons:
- Typically more costly than freelancers or in-house staff
- Less focus on your specific brand
- Potential for communication gaps or misalignment
When to choose an agency: Agencies are ideal for businesses managing large, complex email marketing campaigns that require a variety of skills. They’re also helpful when internal teams are overloaded or need specialized expertise.
When to hire an email marketing specialist
If you face challenges like low engagement, high unsubscribe rates, or an overextended marketing team, bringing in a dedicated expert can be smart. Here are key indicators that signal it’s time to consider hiring an email marketing specialist to improve your strategy and results.
Key signs your business needs an email marketing expert
Email marketing can be powerful but requires specialized skills to get results. If you see any of these signs, it might be time to hire a specialist:
- High unsubscribe rates: Frequent unsubscribes could mean your emails aren’t resonating. This might be due to irrelevant content, poor timing, or lack of audience targeting.
- Low engagement metrics: Low open rates, click-throughs, or conversions suggest your emails aren’t connecting with your audience.
- Missed customer segments: Are you overlooking certain audience groups? An expert can help identify and reach these segments.
- Overloaded marketing team: If your team is stretched too thin for email marketing, it’s time to bring in dedicated support.
Reviewing your current email marketing campaigns and gaps
Before hiring an email specialist, assessing your current needs and challenges is crucial. Consider these questions:
- What are your main email marketing goals (e.g., lead generation, customer retention, sales growth)?
- How does your email performance compare to industry standards and competitors?
- Which parts of email marketing are challenging (e.g., audience targeting, automation, design)?
- Are there specific customer groups you need to reach more effectively?
- Do you have the skills and resources to use advanced email marketing strategies?
- Are you fully utilizing your customer data and email marketing software?
You can pinpoint where an expert could add the most value by assessing your current setup. This review will also help you identify the specific skills and experience you need in a new hire.
How to hire email marketers in 5 steps
Finding the right email marketing consultant requires a structured hiring process to ensure candidates have the skills, experience, and alignment with your business goals. By following these five steps, you’ll be equipped to hire an email marketer who aligns with your goals, brings the necessary expertise, and fits well within your organization.
Step 1: Define your goals and needs
Before hiring, clarify what you want to achieve with email marketing, whether it’s increasing sales, improving engagement, or nurturing leads. Set specific metrics to track success, like open rates, click-throughs, conversions, or revenue.
Evaluate your current strengths and weaknesses in email marketing. Do you need help with email strategy, content, automation workflows, or data analysis? This will guide you in identifying the skills and experience to seek in a candidate.
Step 2: Write a clear, targeted job description
A strong job description attracts the right candidates. Start by outlining key responsibilities, such as creating email strategies, managing email marketing campaigns, segmenting audiences, and analyzing performance.
List essential skills, like experience with email marketing software, HTML/CSS, copywriting, and email marketing automation tools. Note any relevant industry knowledge or certifications.
Highlight your company culture, values, and any perks to make your role appealing to top talent.
Step 3: Source and screen candidates
With your job description ready, start looking for candidates. Platforms like Arc can connect you with pre-vetted freelance marketers. Arc’s vetting process ensures access to skilled and experienced candidates. And Arc's HireAI matches you with the right email marketing experts instantly.
You can also use traditional job boards, industry forums, or your network, though screening may take longer on these channels.
Step 4: Interview and evaluate
Use interviews to assess a candidate’s skills and experience. Ask about their approach to planning and managing email marketing campaigns, from strategy to analysis. Probe their experience with email marketing tools and their segmentation, personalization, and automation handling.
Include behavioral questions to understand how they handle challenges, manage deadlines, and adapt to feedback. Evaluate their communication skills, attention to detail, and clarity in explaining complex ideas. Check for alignment with your company’s values and work style.
Step 5: Negotiate terms and set expectations
Once you’ve selected a candidate, negotiate terms and set expectations. For freelancers, discuss rates and timelines; for full-time hires, agree on salary and benefits based on their experience and industry standards.
Define the scope of work, deliverables, and timelines. Set expectations for reporting, feedback, and communication.
Establish KPIs to measure campaign success, schedule regular reviews, and outline opportunities for growth and development.
Essential skills and qualifications to look for in an email marketer
Email marketers need technical, strategic, creative, and industry-specific skills to succeed. From designing effective campaigns to analyzing engagement data, these abilities ensure email marketers can deliver results that align with business goals. Here are the top skills to look for when hiring email marketers.
Technical skills
An email marketer should bring a wide range of technical skills to ensure campaigns are effective and well-targeted.
Automation tools: Proficiency with platforms like HubSpot, Mailchimp, and Klaviyo is essential for automating and streamlining email marketing processes, which can significantly improve efficiency and consistency while enabling marketers to gain actionable insights from campaign data.
HTML and CSS: Basic coding skills in HTML and CSS help ensure that emails display correctly and look professional on all devices, creating a seamless user experience.
A/B testing: The ability to conduct A/B testing enables email marketing consultants to refine subject lines, content, and calls to action, which is crucial for optimizing performance and engagement.
Segmentation: Skill in audience segmentation allows marketers to divide their contact lists into targeted groups, ensuring messages are relevant and personalized for each audience segment.
CRM integration: Familiarity with CRM tools is important for maintaining smooth data flow between email marketing software and customer management systems, which supports efficient content marketing efforts and personalization.
Strategic skills
Strategic skills are crucial for effectively planning and executing email campaigns that align with larger business objectives.
Campaign planning: The ability to set clear goals, organize content calendars, and align campaigns with overall marketing strategies ensures that email efforts contribute to business goals.
Audience targeting: Proficiency in identifying and reaching specific audience segments allows marketers to tailor messages, making campaigns more effective and engaging.
Data analysis and reporting: Skills in tracking metrics and analyzing data help email marketers make informed campaign adjustments, improving performance and achieving better results.
Conversion optimization: Expertise in crafting engaging copy, clear calls to action, and user-friendly experiences allows marketers to drive higher conversion rates and maximize ROI.
Creative skills
Creative skills are essential for crafting engaging, brand-aligned email content that resonates with audiences.
Copywriting: Strong copywriting skills are necessary to create compelling content that captures attention, encourages engagement, and supports campaign goals.
Storytelling: The ability to tell stories that connect with the audience emotionally can make campaigns more memorable and impactful.
Brand alignment: Ensuring that each campaign reflects the company’s identity, values, and overall message is essential for maintaining brand consistency.
Basic design knowledge: Although not mandatory, basic design skills can improve collaboration with designers and improve the visual appeal of emails, making campaigns more visually engaging.
Industry-specific knowledge
In industries like healthcare, finance, or e-commerce, specialized knowledge is crucial for meeting unique marketing challenges and regulatory requirements.
eCommerce: Expertise in strategies like cart abandonment, product recommendations, and promotional content is essential for driving sales and customer engagement in eCommerce email marketing.
SaaS: SaaS marketers need a strong focus on strategies for free trials, onboarding, and customer retention to support subscription-based business models.
Financial services: Knowledge of industry regulations and a focus on trust-building through clear, educational content are vital for email marketing in the financial sector.
Soft skills
Soft skills are key for collaborating effectively, adapting to changes, and fostering growth in an email marketing role.
Communication: Strong communication skills are important for working with cross-functional teams, sharing campaign plans, and building positive organizational relationships.
Time management: Managing time well and meeting deadlines is essential in email marketing, where multiple projects often need to be handled simultaneously.
Adaptability: Flexibility to adjust strategies based on changing market conditions or customer feedback is important for keeping campaigns relevant and effective.
Growth mindset: A commitment to continuous learning and improvement ensures that campaigns remain innovative, keeping email marketing efforts fresh and effective.
How to write an effective email marketer job description
An effective email marketer job description is key to attracting qualified candidates who can drive impactful campaigns. Here are the guidelines to help you write a structured job description.
Guidelines for writing an email marketer job description
To attract the right candidates, write a clear and detailed job description. Here are key guidelines:
- Job title: Use a precise title like "email marketing specialist" or "email marketing manager" to define the role clearly.
- Job summary: Start with a brief summary highlighting the role's main responsibilities and impact on the company.
- Key responsibilities: Outline main tasks, such as creating successful campaigns, targeting audiences, tracking metrics, and increasing conversions.
- Required skills and qualifications: List essential technical skills (like email software, HTML/CSS, data analysis) and soft skills (like communication, problem-solving, and attention to detail).
- Education and experience: Specify the preferred education level (e.g., bachelor’s in marketing or a related field) and required years of experience.
- Company culture and benefits: Share the company’s values, work environment, and any appealing benefits to attract top talent.
- Application instructions: Provide clear application steps, including required documents (like a resume, cover letter, portfolio) and deadlines.
Sample email marketer job post
Email marketing specialist
We’re seeking a talented, data-driven email marketing consultant to join our growing team. In this role, you’ll plan and manage email campaigns that drive customer acquisition, retention, and revenue.
Key responsibilities:
- Develop and execute email marketing strategies aligned with business goals
- Create engaging content, including copy, design, and visuals
- Target audiences and personalize emails for higher engagement
- Track email campaign performance and implement improvements
- Collaborate with other teams to ensure consistent brand messaging
- Stay updated on trends, best practices, and regulations in email marketing
Required skills and qualifications:
- 3+ years of experience in email marketing or a related role
- Proficiency with email marketing platforms (like MailChimp, Constant Contact, HubSpot)
- Strong copywriting and design skills with attention to detail
- Familiarity with HTML, CSS, and designing email templates
- Strong analytical and problem-solving skills
- Excellent communication and organizational skills
- Bachelor’s degree in marketing, communications, or a related field
Company culture and benefits:
- Collaborative, dynamic work environment
- Opportunities for professional growth
- Competitive salary and benefits
- Flexible work options
Application instructions:
To apply, please send your resume, cover letter, and a portfolio of email campaigns to careers@company.com. Applications are accepted until [date].
We’re an equal opportunity employer and welcome diversity in our team. We do not discriminate based on race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability.
The most important email marketer interview questions
Asking questions that reveal candidates' skills, experience, and approach to campaign management helps hire the best talent. Here are some key questions to help you assess whether a candidate has the expertise to drive results.
1. Describe your process for creating and managing an email campaign from start to finish.
This question helps assess the candidate’s strategic planning and project management skills. Strong candidates should outline steps like setting goals, targeting the audience, creating content, testing, sending, and tracking performance metrics.
2. How would you increase open rates for an underperforming email campaign?
This question tests troubleshooting skills. Good answers might include strategies like optimizing subject lines, personalizing content, segmenting lists, testing send times, or using automation.
3. What metrics do you focus on to evaluate an email campaign’s success, and why?
This question reveals the candidate’s data-driven approach and knowledge of KPIs. Good answers should mention metrics like open rates, click-through rates, conversions, list growth, and revenue, explaining how each links to broader marketing goals.
4. Describe a time when you had to follow email marketing rules or privacy laws. How did you stay compliant?
This question checks knowledge of regulations like CAN-SPAM and GDPR. Skilled email marketing experts should discuss using double opt-ins, clear unsubscribe options, secure data handling, and strategies to avoid spam filters to ensure compliance and high deliverability.
5. How do you segment and target different groups within an email list?
Effective email marketing requires tailored messages for distinct groups. This question tests skills in segmentation and personalization. Good answers might cover demographic, interest-based, or behavior-based segmentation, dynamic content, and using customer data for precise targeting.
How much does it cost to hire an email marketer?
Understanding the costs of hiring email marketers can help you choose the best option for your needs and budget. Here’s a breakdown of typical rates and salary expectations for each hiring approach.
Freelance email marketer rates
Hiring a freelance email marketer can be cost-effective for short projects or small budgets. Rates vary based on experience, location, and project scope. You can choose from three payment terms: fixed, hourly, or retainer.
- Hourly: Ideal for flexible projects with uncertain timelines, where you pay for the exact hours worked.
- Fixed: Best for well-defined projects with clear deliverables, offering a predictable cost upfront.
- Retainer: Suitable for ongoing support, ensuring consistent availability and priority for your business.
Here’s a general hourly breakdown:
- Entry-level (0-2 years): $15 - $30 per hour
- Mid-level (3-5 years): $30 - $60 per hour
- Expert (5+ years): $60 - $150 per hour
These estimates may vary depending on the freelancer’s skills, reputation, and project complexity.
Full-time email marketing salary expectations
Hiring a full-time email marketer is a larger investment, as it requires providing a dedicated team member for email marketing strategy. Salaries vary based on location, industry, and experience:
- Entry-level (0-2 years): $35,000 - $50,000 per year
- Mid-level (3-5 years): $50,000 - $70,000 per year
- Senior-level (5+ years): $70,000 - $100,000+ per year
Remember that hiring full-time includes additional costs like benefits, training, and overhead, which add to the base salary.
Agency pricing models
An email marketing agency is ideal for businesses needing a broad range of email marketing services or handling complex projects. Agencies typically offer two pricing options:
- Monthly retainer: A fixed monthly fee for services, typically ranging from $1,000 to $10,000+ per month, depending on expertise, scope, and support level.
- Project-based fees: A flat fee for a specific project or campaign, ranging from a few thousand dollars for basic projects to tens of thousands for long-term or complex campaigns.
Hiring an agency may cost more than a freelancer or employee, but agencies offer a team with diverse skills, ideal for complex email marketing needs.
Common challenges when hiring email marketing talent
Hiring the right email marketing talent comes with unique challenges. From identifying the ideal skill set to ensuring long-term retention, here are some common obstacles and how to address them effectively.
Identifying the right skill set for your needs
Finding an email marketer with the right mix of technical and strategic skills is essential. Technical expertise in email software, HTML/CSS, and data analysis is valuable, but strong email marketers also need strategic abilities like email campaign management, audience targeting, storytelling, and conversion optimization.
Balancing these skills can be challenging. A technical marketer may excel at tasks but struggle with big-picture goals, while a strategic marketer may lack the hands-on skills for complex tools.
Consider how a candidate’s skills complement your team. If your team is strong in creativity and email marketing strategy, prioritize technical skills in a new hire. If your team handles execution well but needs strategic vision, look for a strategist.
Retaining talent long-term
Keeping skilled email marketers, whether freelance or full-time, can be difficult. High demand for talent and turnover can lead to lost productivity and hiring costs.
For freelancers, retention often depends on a positive work experience, clear communication, and fair pay. Building a good relationship, offering steady work, and providing growth opportunities can help keep them long-term.
Retaining full-time marketers requires more than pay and benefits. Development opportunities, recognition, and a supportive company culture improve engagement and reduce turnover. A clear path for growth within the company also encourages top performers to stay and advance.
Avoiding over-hiring or misclassification risks
When hiring, avoid over-hiring or misclassifying employees as contractors. Over-hiring can add unnecessary costs, while misclassification can lead to legal issues.
To prevent over-hiring, assess your email marketing needs carefully. Hiring a full-time employee when a freelancer or agency would be more cost-effective can be a costly error. A thorough needs analysis helps determine the right staffing level.
Misclassifying employees as contractors can have serious consequences. Legal distinctions between employees and contractors include employer control, relationship stability, and financial risk.
If a contractor should be classified as an employee, you may face back taxes, penalties, and other issues. Consult legal experts and review the nature of the work relationship to ensure proper classification.
Key takeaways for hiring email marketers
Successful hiring starts with clear goals, knowing your audience, and aligning email marketing with your business needs. Assess your needs, spot gaps, and decide on the skills to boost your campaigns. A freelancer might be ideal if you’re starting out or on a budget. A full-time hire or agency may be the best fit for regular campaigns or complex projects with a busy team.
Whatever option you choose, focus your search, ask thoughtful questions, and assess each candidate’s fit carefully. The right email marketing professional can make a powerful impact and increase your business's engagement, conversions, and long-term success.
