Ever wondered how those persuasive emails in your inbox are crafted? And would you like to work as an email marketer yourself? This is not just another job—it is a fast-paced, ever-evolving career where your creativity and strategy can actually pay off big. This article provides an analysis of email marketer salaries and industry trends as well as a study of the essentials of success in email marketing, including necessary skills and expertise. Whether you are a newbie or sharpening your skills, we have got insider tips and expert advice to land that dream job.
And if you are an employer looking for an email marketer to join your team, consider Stripo’s experts!
Is email marketing a good career?
Let us look at some numbers. To be honest, when I was collecting these statistics, I wondered if I should change my professional path!
The relevance of an email marketing career
- 81% of B2B marketers utilize email newsletters as their primary form of content marketing;
- 87% of B2B marketers use email as a free source for content distribution;
- 99% of email users check their inbox daily, with 58% making it their first task in the morning;
- 2.5 hours are spent by consumers in the B2C sector reading their personal email every day;
- US$1.46 bn was the value of the email marketing market in 2022, and it is expected to reach US$2.76 bn by 2029.
The demand for email marketing specialists
- 38% of brands are increasing their budgets for email marketing, indicating a trend toward higher investment in this area;
- 87% of brands consider email marketing very critical to business success, highlighting its importance in their overall strategy;
- 84% of companies are facing difficulties in finding skilled talent in marketing and creative roles.
Salaries for email marketing jobs
- the average email marketing specialist salary in the United States is $65,000 per year; entry-level positions start at $55,000 per year, whereas most experienced workers make up to $85,000 per year;
- in the United Kingdom, the salary is £33,500 per year; entry-level positions start at £29,500 per year, whereas most experienced workers make up to £45,000 per year;
- in Australia, email marketers receive an average of A$83,250 per year;
- in Germany, this amount is €40,000 per year;
- France is slightly ahead with an annual income of €43,300 per year;
- in Italy, this figure stands at €30,000 per year;
- in Spain, the estimated total salary for an email marketing specialist is €26,100 per year;
- in Portugal, the average amount is €15,400 per year.
Additional benefits of learning email marketing
- email marketers can work from home, which goes hand in hand with the trend for remote and hybrid work models.
What does an email marketing specialist do?
Expert
To be an effective email marketer, you need a blend of skills and qualities:
Technical skills:
- proficiency in using an email service provider (ESP);
- at least a basic understanding of HTML/CSS or familiarity with an email editor;
- the ability to analyze data and create data-driven solutions.
Creativity and design:
- a basic understanding of design principles to craft compelling email subject lines;
- copywriting skills for creating engaging content.
Strategic thinking:
- knowledge of email marketing principles and strategies;
- the ability to devise and implement strategies that align with business goals.
Email design and content creation:
- skills in email design and content creation are crucial for crafting effective email campaigns.
Segmentation and personalization:
- the capability to use data for personalizing content for different audience segments;
- skills in accurately building these segments.
Understanding of automation:
- knowledge of automation principles, including the creation of triggered emails and workflows.
A/B testing and campaign optimization:
- experience with A/B testing, from subject lines to individual email elements, for campaign optimization;
- a commitment to constantly analyze and improve your work or scale successful solutions.
Continuous learning:
- a commitment to staying informed about industry trends and changes.
Communication skills:
- strong communication skills are essential for interacting with people from various professions.
Expert
In the realm of email marketing, honing copywriting skills is fundamental (fortunately, tools like ChatGPT can assist :) ). Beyond that, cultivating a profound understanding of the customer journey is paramount. This involves empathising with the customer, stepping into their shoes, and genuinely connecting with the product or service being offered. Belief in what you're marketing is crucial. Creativity is another vital component, requiring a positive mindset to inspire innovative ways to engage customers. Personally, my best ideas emerge during learning moments, influenced by my love for the job, interest in neuroscience, and a persistent desire for winning and being the best.
Expert
If there's one thing I've learned on my email marketing journey, it's the importance of continuous improvement. While I have already gained much knowledge across various platforms, there's always more room for improvement. My advice? The ability to craft compelling narratives in your copywriting is what truly engages audiences. Additionally, don't underestimate the power of design – strive to create visually stunning emails that leave a lasting impression. But if I were to highlight one skill above all, it would be data analysis. Dive deep into your metrics, uncovering valuable insights that drive impactful decisions and propel your campaigns to new heights. It's like finding hidden treasures – those insights that drive campaign success and keep subscribers returning for more. Remember, in the world of email marketing, the pursuit of excellence is a journey, not a destination. Keep learning, experimenting, and above all, pushing the boundaries of what's possible.
How to get into email marketing?
To learn email marketing and get a job, you need to take this path.
- Get the minimum required education
Many email marketing roles prefer candidates with a bachelor’s degree in fields such as communications, PR, marketing, design, or computer science. Although not strictly required, a degree can be advantageous. The minimum education requirement is a high school diploma, and exceptional skills and a strong portfolio can compensate for limited formal education. - Take an email marketing course
It is important to not only structure your knowledge but also keep up with the latest trends in the industry. Therefore, taking specialized courses is a must. We suggest starting with the Stripo course on Udemy.
We have also collated a list of books, courses, blogs, podcasts, communities, YouTube channels, and websites to help you master email marketing. Feel free to get your copy of the white paper “Resources to learn email marketing: Stripo’s choice”! - Gain experience
Employers value candidates with work experience, but where can newcomers get it? You can gain such experience by freelancing or managing your own newsletter, for example, for your own blog. - Compile a portfolio
A well-built portfolio allows employers to evaluate your abilities and approaches, which can potentially influence their hiring decisions. Again, freelancing or personal fictional projects can be a great solution—the key is to effectively showcase your skills. - Land your first email marketing job
In addition to the usual job search sites and LinkedIn, we recommend attending marketing events and joining email marketing communities. We have also compiled a list of them in our white paper. Networking with colleagues is very useful, and sometimes you can find a job through your contacts even before the vacancy is posted.
Expert
For people interested in becoming email marketers but unsure about their ability or where to begin, the best advice is to start. Many aspects of email marketing come with experience; fortunately, numerous resources are available online, especially for beginners. I highly recommend our blog, the email layout Academy, and the Udemy course by Stripo.
Expert
The entry point for becoming an email marketer is open to everyone, regardless of perceived abilities. I firmly believe that anyone can succeed in this field. Embrace a mindset that rejects self-doubt, as success in any endeavour begins with a belief in your own capability. Recognise that everyone starts somewhere. Commit to continuous learning, be open to new experiences, and never underestimate the power of determination and passion in propelling yourself forward. Success in email marketing is not exclusive—it's accessible to anyone willing to embrace the challenge. Ultimately, if I made it, everyone can :).
Expert
First off, believe in yourself and your unique talents. Don't be afraid to experiment and make mistakes—that's where the real growth happens. I've been exactly where you are—eager to dive into the world of email marketing but feeling a bit overwhelmed by the sheer possibilities. Here's what I'd suggest: start by immersing yourself in the basics. Get your hands dirty with online tutorials, courses, and even certifications to grasp the fundamentals. Then, seek out opportunities for hands-on experience. Offer to help out with email campaigns for local businesses or NGOs. Trust me, there's no better teacher than real-world practice. Next, don't underestimate the power of networking. Connect with seasoned professionals in the field, attend workshops, and join online communities where you can exchange ideas and learn from others' experiences. Lastly, embrace a growth mindset. Understand that becoming a master of email marketing is a journey, not a destination. Celebrate your wins, learn from your setbacks, and never stop seeking knowledge. With determination, persistence, and a willingness to adapt, you'll find your footing and thrive in this exciting, ever-evolving field.
What makes you an email marketing professional?
Continue learning and stay updated by following email marketing communities, influencers, and interesting newsletters. Attending digital and email marketing conferences can also be very useful. There you can gain insights from industry professionals that are not published anywhere else as well as make new business contacts.
We also asked our experts what they think a good email marketer is, and what superpower should they have?
Expert
An effective email marketer is all about teamwork and effortlessly connecting with colleagues across departments. You need to understand the processes of a designer's work, correctly set tasks, and communicate with copywriters (if you do not write email texts yourself) and with developers about technical tasks such as integrations. If you automate the processes around you, you will get a superpower.
Expert
A standout email marketer is someone who consistently challenges conventional wisdom and fearlessly asks even the most basic questions, particularly when facing new challenges. An effective marketer combines humility with ambition, fostering continuous professional growth through a dedication to learning.
Personally, I value diverse opinions, especially from those with more experience. It's crucial to diversify information sources, as many marketers rely solely on colleagues or managers, limiting their knowledge base. I advocate for a balanced approach: reading, attending conferences, listening to podcasts, participating in webinars, and tapping into the wisdom of seasoned marketers.
Additionally, genuine passion for your profession is essential. Even if you like it but lack pure love, spice it up and get excited about what you do. We spend a significant part of our lives working, so embrace enthusiasm! For instance, merging my love for psychology with marketing has proven surprisingly effective. The ultimate superpower? Unwavering dedication to continuous learning and a relentless desire to excel and be the best.
Expert
The ideal email marketer is a blend of creativity and analytical prowess. One can write captivating content and design visually appealing emails, but their ability to tap into the minds of their audience sets them apart. My superpower? Predicting (or at least trying) what subscribers want before they know it themselves and making sure the right message is delivered at the right time, every time.
Wrapping up
In this article, we explored the high demand for email marketing professionals, revealing significant industry growth and a pressing need for skilled specialists. We delved into salary trends, highlighting the competitive earnings of email marketers across different regions. Our journey outlined a comprehensive path for aspiring email marketers, from education and courses to gaining practical experience and securing a job. In addition, we curated a list of valuable resources for further learning and professional development. If you are considering a career in email marketing, now is the time to act. Begin your educational journey today, and step into a rewarding career in email marketing.
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