You might be thinking, “I don’t have any copywriting skills” or “I don’t know how to design beautiful emails.” 

Actually, you don’t have to be! 

You will learn all these technical skills and much more with these Email Marketing Skills. 

As well as, I will teach you everything you need to understand and be like an email marketing manager, from the basics to advanced email marketing strategies.

Further, these email marketing strategies will teach you all the technical skills an email marketing manager needs to succeed. 

By the end, you will understand how to develop,

  • Concepts into email campaigns, 
  • Write persuasive copy with copywriting skills, 
  • Create a powerful call to action and more.

Now, Let’s dive in.

What do email marketing experts do exactly?

There’s no perfect answer to this question, as the best practices for email marketing will vary depending on your goals and objectives.

But, there are some general rules that all expert email marketers follow to maximize their results.

1. They segment their email lists

One of the most important things email marketing experts do is audience segmentation.

This means dividing up your subscribers into different list segmentation based on factors like location, age, gender, interests, etc.

So, list segmentation allows you to send more targeted and relevant marketing emails to each email list, which leads to higher open and conversion rates.

2. They personalize their emails

Another key practice of email marketing experts is personalization.

This involves adding the subscriber’s name or other personal details to the email so that it feels more like a one-on-one conversation.

Personalized emails have been shown to improve the open and conversion rate significantly.

So it’s definitely something you should be doing if you want to get better results from your campaigns.

3. They use engaging subject lines

The subject lines are one of an email’s most important elements, as it determines whether someone will actually open and read your message.

Email marketing specialists know this and make sure to spend time crafting catchy and engaging subject lines that will pique the interest of their subscribers.

4. They focus on quality over quantity

It’s better to send fewer high-quality emails than many low-quality ones.

So, this is something that email marketing specialists understand and make sure to keep in mind when planning their campaigns.

5. They test and optimize their emails

Last but not least, email marketing specialists are constantly testing and optimizing their emails to get the best results possible.

This might involve A/B testing different subject lines or content strategy types to see what works best for their audience.

By following these best practices, you can see improved results from your email marketing campaigns.

So if you’re looking to take your marketing to the next level, make sure to keep these tips in mind.

11 Email Marketing Skills An Email Marketing Manager Need To Succeed

1. Strategy

Email marketing campaigns are successful only if they have a solid email marketing strategy.

However, email marketers are often getting down by their inability in email marketing strategy.

Email marketing strategies are not like social media, they don’t have established marketing strategy and every email marketer should decide on only one. 

Strategy is one of the first email marketing skills
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Email marketers must lay the foundation and identify how the email marketing campaigns will fit their marketing strategies.

So, Email marketers need to establish an overall strategy for their email campaigns.

The next task is to create a tactical skill set and organize ongoing email campaigns that match the marketing strategies.

Read Also: 10 Best Email Warm up Tools – Increase Your Inbox Reputation

2. Deliverability

You may have set your goals in email marketing campaigns.

But it won’t help if you don’t have enough email marketing skills an email marketing manager has in email deliverability.

There are many factors that can prevent email marketing campaigns from delivering to their destination.

Such as:

  • Spam Complaints
  • High Bounce Rate
  • Email Content Quality
  • Email Campaigns in Bulk
  • The ISP
  • Throttling
  • Mail Transfer Agent (MTA)

So, these are the email marketers that have to increase the chances of email deliverability to reach their target audience.

Tips: Validate your email lists before any email campaigns.

Email Deliverability strategy
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But, there are also ways that you can improve your email deliverability:

  • Do Not Spam
  • Set Up Expectations For Email Subscribers
  • Use Double Opt-In
  • Delete Inactive Subscribers

Most importantly, the above information can help an email marketer solve deliverability issues and achive click rates greater than 99.5%.

Read also: How To Verify Email Address Without Sending Email

3. Social Platform Integration

Social media’s power seems to have no limits in digital marketing.

Undoubtedly, social media can drive tons of traffic to e-commerce stores through Facebook likes and allow people to sign up for your email newsletters.

Read Here: Ultimate Guide to Content Distribution Strategy in 2022

Social Media integration with email newsletter.
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For Example,

To encourage new subscribers to your Facebook page, you can add a call to action button or sidebar to enable them to subscribe to your email newsletters. 

You can invite your Instagram followers to sign up through storytelling.

Meanwhile, Snapchat is also one of the most popular platforms for email marketers.

And, you must integrate it into your email campaigns.

You can use the 24/7 handy video to give a sneak peek at your unique emails via Snapchat story as well as encourage more people to subscribe.

4. Personalization

The job of an email marketer or email marketing manager is to grab the subscriber’s attention.

However, you will likely find many non-personalized emails in your email inbox that is devalued.

It is also important to tailor the email content to each subscriber as it will encourage them to open the email to find out more.

Simultaniously, it improves your click rates and open rates.

Email marketing skills - Personalization.
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For instance,

Writing "Hi ( Name ), I have a great deal" is better than "Hey Look at our new business offer."

You will also have a greater chance of getting them to open the email and their attention.

Read Also: 16 Top Free Blogger Templates For Any Niche – Free Download

5. Engage with your subscriber

The more loyal your subscribers are, the more likely they will buy from you.

So, the goal of email marketers must be to establish a successful engagement with their subscribers.

The way to accomplish this is to give subscribers more than they expect, especially in the first 1 to 3 weeks they subscribe.

Or, the way you want to build a relationship should be rewarding for the readers as well as allow them to trust your email service or product.

Pro Tip: Engaging with your email subscriber will also warm up your email account.

Engage with subscribers through email marketing.
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Each email subscribers certainly love to feel like they’re VIP people.

So to give them this feeling, an email marketing manager has to comply with the following factors:  

  • Sending High-Quality Email Content
  • Offering Some Rewards For The Subscriber
  • Sending Out An Email Announcement Before Publication
  • Providing Special Offers To Them

Subscribers who know that they will get something different than others will be more likely to click the email and see what it contains.

And, this will increase the open rates and conversion rates.

6. Open Rate

Recently, if you’ve ever sent any email campaigns to a group of people that you have on your contact list, you’ve probably engaged in “open rates” watching behaviour.

Within two minutes of hitting “go” on my email campaigns, I always begin refreshing my internet browser to see if someone opend my email yet and also see the open rate statistics. 

how email marketing skills can increase the open rate.
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I’m sure that I’m not the only one since everyone has been through it, isn’t it?

So, the open rate for email campaigns is not only your subject line, but it’s vital in every email campaign.

So, It is based on various factors:

  • “From” Name
  • Your Email Content
  • Sending Schedule
  • Email List Quality
  • Preview Text

7. Data Management

It may also be possible to throw your email marketing campaigns into the garbage if you don’t have control over your data.

Since, with every email marketing specialist accessing big data, it’s more vital than ever to use quality information not only to increase their click rates but also to increase their number of clients.

One of the email marketing skills is data management.
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An email marketer is accountable for managing data, taking care of the email lists as well as cleaning the database of non-subscribers, and eliminating redundant entries.

Furthermore, an email marketer or email marketing manager must present detailed performance reports.

Including open rates and click-through rates, in addition to identifying any marketing strategies and deliverability issues that are not in line with the rules and new trends.  

8. Keep Attention to Details

Content marketing forms the pillar of any type of marketing campaign.

Whether email marketers have copywriting skills for content creation or work with a copywriter team. 

They must eliminate any typos and punctuation mistakes before sending out email campaigns.

As well as an email marketing manager must preserve the voice of their brand.  

Pay attention to the details in email marketing campaigns.
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Before email marketing campaigns are sent by an email marketing specialist, he/she should go over the email’s copy using the fine-tooth comb, looking for any errors that could impact the quality of the email campaigns as well as the conversion rate.

Poor quality of email copy could signify a poor email marketer or email marketing position to a target audience.

So, don’t give the subscriber any reason to press the Unsubscribe link.

9. Email Graphic Design

An email marketing campaign can’t run without a professional visual graphic design.

Nowadays, audiences have become accustomed to seeing visually appealing marketing efforts. 

If your email design doesn’t meet that standard or if you can’t match the middle of your competition’s marketing efforts, then they won’t believe in your service.

Email design is important in email marketing.
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Therefore, the email marketer must design appealing email design for email campaigns.

So the email design will be in line with the business’s brand.  

The templates will guarantee that messages are in the same style across different email recipients.

Meanwhile, the company can also easily modify the template for email campaigns.

10. Email Marketing Automation

The use of email marketing automation is overgrowing as it’s no longer just a trend or a choice.

But it’s a must in every email marketing strategy that involves email marketing.

This is why automated emails are prompt customized and relevant to the person reading them.

As it boosts click and open rates and positively impacts the level of email engagement among subscribers. 

How to automate email marketing?
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Therefore, the result will give more profit for your company.

At the same time, most Email Service Providers today offer email marketing automation features in their email marketing platforms.

Further, read here about the best email marketing services for email automation.

You can purchase any sophisticated software that can create developed workflows.

But, with every email marketing tool you use, you have to be able to create simple email workflows to get triggered in many different ways:  

  • When you add subscribers to the email lists,
  • Link clicks inside an email,
  • Page view on your blog,
  • Ads clicks,
  • Upon Lead Generation,
  • To download your lead magnets (freebies) and much more.

11. Email Attribution

Attribution is among the most technologically advanced areas of digital marketing.

An email marketing specialist always wants to know the exact ROI of each email marketing strategy they employ. 

If you understand the impact of your marketing strategies on the overall goal, then you can better formulate a strategy for the future and plan your budget.

Email marketing is easily identifiable, but email attribution isn’t an exact line.

In many organizations, an A-to-B-to C-lined email engagement is becoming rare.

what is email attribution?
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Today, client behaviour much looks like this:

A person hears an advertisement on a podcast and then searches on Google for the business.

However, they’re not yet ready to buy, but they subscribe to the newsletter.

When they receive an email message from the company in the future.

They may forward it to a colleague who may be interested in the product. 

Subsequently, the colleague may walk down the street, and spots the product displayed in a window.

So, she recalls the email and then goes to the shop to buy.

Now, It’s difficult to attribute this sale to a specific incident.

Because the reality is that it could get more confusing in the coming years.

Therefore, email marketers and email marketing specialists need to think about attribution to make the best decisions as they study reports and formulate strategies.


The success of any email marketing campaign is in the hands of email marketers.

Since email marketing is a popular channel with an average conversion rate of 15.22%, according to the email conversion statistics in 2021.

So, it is vital that every email marketing manager should have these skills.

As well as email marketing specialists should be equipped with the competencies mentioned above to increase revenues, customer engagement, trust and brand recognition for business growth.

Email marketers should not keep their eyes off the latest digital marketing trends to create an endless email marketing campaign that generates results.


What skills are needed to become an email marketing manager?

Email marketing managers need a variety of skills to be successful.

They must be able to communicate with customers and prospects effectively, understand email marketing best practices, and have strong analytical and organizational skills.

Additionally, email marketing managers should be comfortable using various email marketing tools and software.

How do I increase my email marketing skills without an email marketing specialist?

There are a few ways that you can increase your email marketing skills without an email marketing specialist.

One way is to use online resources such as eBooks, blog posts, and articles to learn more about email marketing.

Additionally, you can attend webinars or workshops offered by experts in the field.

Finally, you can also join an email marketing group or community to get feedback and advice from other marketers.

What is the most effective email marketing strategy?

There is no perfect answer to this exact question, as the most effective email marketing strategy will differ based on your business goals and objectives.

However, some general tips that can help you create an effective email marketing strategy include segmenting your audience, personalizing your messages, and making sure your emails are mobile-friendly.

Testing a different marketing strategy and seeing what works best for your business is also important. 

So, no email marketing managers need to be afraid to experiment until they find something that works for them!

If you’re not sure where to start, or if you’re looking for more ideas, We have 12 blog posts all regarding email marketing niches that can help you choose the right strategy for your business.

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