Email marketing manager job description

An email marketing manager aims to reach their target audience through email. You may craft a regular email newsletter. Or, you may create dedicated email campaigns, for example, a campaign to get people to donate to a cause, or participate in an online sale. This involves having a sound email marketing strategy. You’ll track the performance of your emails (such as how many people opened the email, how many clicked on a link, and how many people are on your email list). You’ll use that information to improve on your offerings.

Tasks and responsibilities for an email marketing manager

What does an email marketing manager do? Typical tasks and responsibilities include:

Deciding how a brand or organisation will make strategic use of email. What kind of voice and style will speak to your target audience? How often should you send out emails? What will each email look like? Your goal will be to strategically optimise email engagement with your marketing efforts.
Lead generation. That is, finding people who are interested in your brand who may not have bought anything from it or otherwise interacted with it.
Conversion. Trying to get people to go from reading your email to responding to a call to action. This could be donating, participating in an event or sale, or whatever it is that your organisation would like their target audience to do.
Writing the text of the email, with accompanying links and images.
Tracking email or campaign performance through marketing analytics. You’ll be tracking number of subscribers, open rate, click-through rate, conversions, and other valuable data.
Responding to email feedback from the organisation you represent and from email recipients, and using that feedback to improve on future emails.
Conducting user testing and research. One common method is A/B testing, where you send different emails to different recipients to see which performs better, and to use that information for future emails.
Designing email campaigns. For example, campaigns to raise awareness of specific issues, collect donations, or to get people to participate in events or sales.
Creating email templates. The templates may be available on the email marketing software you’re using, or you may need to design your own using HTML and CSS.

How to become an email marketing manager

Study

There are no specific formal qualifications that are required for you to work as an email marketing manager. However, it is common to hold a tertiary degree in a field like marketing or communications. Relevant courses should also give you opportunities for hands-on work experience or internships in marketing.
Gain experience

You’ll need to be able to show prospective employers that you know how to engage audiences through email communications. You can demonstrate your abilities by starting your own email newsletter, or by volunteering to write a regular newsletter for a charity or local club.

Pathway options

There are many different pathway options if you’re interested in a career as an email marketing manager.

Junior

Content marketing assistant

Most common qualification: Certificate IV in Marketing and Communication (BSB40820)
social media coordinator

Most common qualification: Diploma of Social Media Marketing (10904NAT)
digital marketing assistant

Most common qualification: Certificate IV in Marketing and Communication (BSB40820)

Mid

Content specialist

Most common qualification: Bachelor of Communications
Email marketing specialist

Most common qualification: Diploma of Digital Marketing (10931NAT)
SEM specialist

Most common qualification: Diploma of Digital Marketing (10931NAT)
SEO specialist

Most common qualification: Diploma of Digital Marketing (10931NAT)
Social media manager

Most common qualification: Diploma of Social Media Marketing (10904NAT)

Senior

Data analyst

Most common qualification: Diploma of Digital Marketing (10931NAT)
Digital business analyst

Most common qualification: Master of Business Administration (Digital Health Transformation)
Digital marketing manager

Most common qualification: Bachelor of Applied Business (Marketing)
Digital marketing strategist

Most common qualification: Bachelor of Applied Business (Marketing)

Degrees relevant to future email marketing managers are available throughout Australia. Delivery can be on-campus or online, or a mix of both. Courses cost different amounts depending on the area of study and whether you are eligible for Commonwealth government support.

Certificate IV in Marketing and Communication

Study method Online

A Certificate IV in Marketing and Communication equips you with practical skills in digital marketing, campaign development, and customer engagement. Ideal for those starting out or wanting to upskill, this qualification prepares you for roles such as marketing coordinator, social media assistant, or communications officer.