How To Hire The Right Email Marketing Manager For Your Next Campaign?

Written by: Chris Donald

Published on: 13-04-2023

Chris is Managing Partner at InboxArmy and has more than 25 years of experience in email marketing

Picture this: you’ve got a brilliant digital marketing plan in place, and you know that email marketing is the secret sauce to take it to the next level. But you’re overwhelmed with crafting the perfect email campaigns that will resonate with your audience and drive results. Enter the Email Marketing Manager – your superhero in creating and implementing email campaigns that captivate, engage, and convert.

But how do you find that perfect match – one that will understand your brand’s unique voice and possess the creativity, expertise, and communication skills to bring your vision to life? 

Fear not! In this blog, we’ll guide you through the maze of finding the ideal candidate for your next email campaign.

By the end, you’ll be armed with the insights to choose the Email Marketing Manager to champion your brand objectives and soar your campaign to success. So, buckle up and let’s embark on this journey together!

Responsibilities of An Email Marketing Manager

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Have you ever wondered what an Email Marketing Manager does behind the scenes to make your campaigns soar? Let’s delve into the nitty-gritty of their work, revealing the secret ingredients that make those campaigns sizzle!

Crafting Stellar Email Marketing Plans

Email Marketing Managers work their magic to develop plans that align with your company’s objectives while staying in tune with your target audience. They’re also always on top of the latest trends and best practices to ensure your campaigns are fresh and compelling.

Bringing Email Marketing Campaigns to Life

Email Marketing Managers are the masterminds behind every aspect of your campaigns – from designing eye-catchy email templates to segmenting email lists, penning engaging content, and setting up automation. They’ve got it all covered!

Nurturing and Monitoring Email Campaigns

The Email Marketing Manager’s watchful eye tracks the performance of your campaigns, scrutinizing conversion, email open rates, and email click-through rates. Then, they analyze the data and fine-tune the campaigns, making them better oriented for results.

Tending to the Email Garden

Email Marketing Managers are also expert ‘gardeners’, pruning and nurturing your email lists to ensure they stay fresh and fruitful. They remove inactive subscribers and segment lists to send targeted messages that hit the sweet spot.

The Art of A/B Testing

A master in the science of optimization, the Email Marketing Manager conducts Email A/B tests on messages to discover what works best. They meticulously examine call-to-actions, content, and subject lines to elevate your campaigns to new heights.

Championing Compliance and Adherence to Regulations

An Email Marketing Manager is also your trusted guardian of compliance! They ensure that all campaigns follow the strict guidelines defined by email marketing regulations such as CAN-SPAM and GDPR, maintaining your brand’s digital reputation.

Advantages That Email Marketing Managers Provide

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Let’s dive into the advantages Email Marketing Managers bring to the table and how they can be your secret weapon for transforming your marketing play!

A Fresh Perspective

The first perk of having an Email Marketing Manager is their ability to breathe new life into your marketing initiatives.

With a wealth of knowledge and experience, they’ll create captivating and unique strategies that make your brand stand out. And all this while remaining true to your core values and objectives.

Focus on Business Growth

An Email Marketing Manager takes the reins of your email campaigns, enabling you to focus on other crucial tasks related to product development or customer support.

They’ll plan, execute, monitor, and optimize your campaigns, freeing up your time and energy to drive your business forward. 

Marketing Gurus

Email Marketing Managers are seasoned pros with in-depth knowledge of the best marketing practices. They stay up-to-date with the latest trends and technologies, ensuring your campaigns are always in tune with the times.

Learning from Years of Experience

Their vast experience in the industry brings invaluable insights and skills that may otherwise be lost on newbies. In addition, they know the ins and outs of email marketing, helping you avoid common pitfalls that could hurt your brand’s reputation.

Supercharge Your Campaigns’ Efficiency

Email Marketing Managers fine-tune your campaigns using data-driven insights, boosting your ROI and maximizing your marketing budget. They’ll test and analyze various elements to find what resonates best with your audience.

Stay Relevant in Your Industry

Keeping up with the ever-evolving world of email marketing is essential to maintain a competitive edge. Email Marketing Managers keep you ahead of the curve by staying informed about the latest trends, best practices, and innovative techniques, ensuring your campaigns are always fresh and engaging.

What Skills Must Your Email Marketing Manager Possess?

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So you’re ready to find the perfect email marketing manager. Great! But first, let’s chat about the essential skills they need to rock their role. In this ever-evolving industry, a blend of technical know-how, marketing smarts, and management chops is necessary. Here are nine skills your future email marketing manager should bring to the table:

Technical Proficiency: It’s All in the Details

Your email marketing manager should be a tech-savvy wiz, fluent in email marketing software, automation platforms, and ESPs. Plus, they need HTML and CSS coding skills and a deep understanding of responsive design and email rendering. These technical superpowers are necessary to create spot-on email campaigns.

Segmentation and Personalization: Making It Personal

To really connect with your customers, your email marketing manager should be a master of segmentation and email personalization. By segregating your subscriber list and crafting tailored content, they’ll boost engagement and help keep the message hyper-relevant for every recipient.

Compliance Consciousness: Keeping It Legal

Your email marketing manager must also be up-to-date on regulations such as the CAN-SPAM Act, ensuring your campaigns stay compliant. This keeps your company’s reputation squeaky clean.

Security and Authentication: The Email Guardian

Email security and authentication are no joke. Your email marketing manager must know the ins and outs. They’ll implement authentication measures (think SPF, DKIM, and DMARC) and protect your email campaigns from phishing and spam attacks.

Testing and Analytics: The Quest for Perfection

They must also have an eye for detail and a passion for analytics and testing. Optimizing different parts of your campaigns will help increase key performance metrics, implement an actionable A/B testing strategy, and keep your campaign aligned with the overarching strategy.

Copywriting Skills: The Art of Persuasion

A wordsmith at heart, your email marketing manager must be able to craft copy that speaks to your target audience and inspires them to take action. It’s all about creating email campaigns that grab attention and boost those conversions.

Automation Knowledge: Making Life Easier

Your email marketing manager should be an automation aficionado, setting up email campaigns triggered by subscriber actions such as welcome emails or abandoned cart emails, upsell emails, browse abandoned emails. This helps drive conversions without breaking a sweat.

CRM Expertise: Building Stronger Connections

Your email marketing manager must also have experience with CRM platforms and tools (hello, MailChimp, HubSpot, and Constant Contact). Integrating email campaigns with your CRM will help improve customer service and forge even stronger bonds with your clients.

Management and Leadership: The Captain of the Ship

Lastly, your email marketing manager should have solid management and leadership skills. They’ll juggle multiple tasks and collaborate seamlessly with other departments to ensure your email campaigns align with your business goals.

How Much Does It Cost To Hire An Email Marketing Manager?

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Ah, the million-dollar question! Well, not quite a million, but you get the point. The cost of hiring an email marketing manager can vary quite a bit, depending on their experience, location, and size of your organization. There isn’t a single-fits-all answer, but we can dive into the details to better understand what to expect.

According to Glassdoor, the average yearly salary for an email marketing manager in the US is around $110,409. But don’t get too attached to that number, as salaries can swing from $64,000 to over $190,000 annually.

Let’s break it down a bit further and explore some of the costs you’ll need to consider when hiring your next email marketing guru:

Degree Of Expertise: Experience Matters, Location Counts

An email marketing manager with more experience will likely earn more. But don’t forget that location matters too! Salaries are higher in bigger cities where the cost of living is steeper, while smaller towns offer lower pay for the same experience level.

So, when budgeting for your email marketing manager, consider the expertise you need and your company’s location to find the sweet spot.

Company Size And Email Marketing Complexity: One Size Doesn’t Fit All

The size of your company and the complexity of your email marketing needs are also crucial factors to consider. Small businesses with straightforward email marketing strategies can get by with a part-time email marketing manager, cutting down on costs.

However, if you’re part of a larger company with intricate email marketing campaigns, you might need a full-time email marketing wizard or even an entire team of specialists to get the job done right.

Additional Team Members: Expanding The Squad

Depending on the scope and complexity of your email marketing campaign, you should bring in reinforcements.

For example, designers, editors, and analysts might join the email marketing manager’s team to ensure everything runs smoothly. Of course, their cost will depend on their level of expertise and the specific duties they’ll perform, so be prepared to factor that into your budget.

Training And Development: Investing In Success

Your email marketing manager’s training and development regime also has a price tag.

Keeping them up-to-date with the latest trends and technologies in email marketing might involve ongoing education, attending conferences, or enrolling in courses. While these expenses might not seem significant at first glance, they can accumulate over time and impact your overall budget.

Desired Skills And Expertise: The More Skills, The Higher The Cost

If you’re looking for an email marketing manager with a diverse skillset – technical expertise, compliance knowledge, email security skills, testing and analytics prowess, copywriting chops, automation know-how, CRM familiarity, and management and leadership abilities – be prepared to pay more for that expertise.

The more skills they possess, the more valuable they are to your team.

Software And Technology: Equipping Your Email Marketing Pro

An email marketing manager needs the right tools and programs to execute successful campaigns. This includes email marketing software, CRM platforms, and analytics tools. These costs can vary depending on the specific software and tools you select.

Benefits You Provide: Attract And Retain Top Talent

In addition to their salary, email marketing managers may also expect perks such as health insurance, paid time off, and retirement benefits. Offering competitive benefits is crucial in attracting top talent and satisfying your employees.

So, when calculating the cost of hiring an email marketing manager, remember to factor in these additional expenses. They might seem like a small detail, but they can quickly add up and affect your bottom line.

By considering each of these factors, you can develop a comprehensive budget for hiring an email marketing manager that meets your company’s needs and goals. Balancing the costs of expertise, team members, training, software, and benefits can seem challenging.

In case you do not want to undertake the hassle of managing everything on your own, InboxArmy offers a dedicated email marketing team for a fraction of the cost. You can request a free consultation with our email marketing consultant.

But remember – investing in a skilled email marketing manager can lead to higher engagement and conversion rates for your email campaigns. Happy hiring!

The Ultimate Interview Questions To Uncover Your Next Email Marketing Manager Superstar

Interview Questions To Uncover Your Next Em

We know finding the perfect email marketing manager for your team is difficult. Sure, a candidate’s experience and resume can give you a glimpse into their skills, but you really need a way to dive deeper into their abilities and see if they’re the right fit for the role. That’s where these insightful interview questions come in!

By asking the right questions during the interview, you can gauge their expertise, experience, and potential to excel in the position. So, let’s get rolling!

Diving Deeper: Operation and Situation Questions to Uncover Their Superpowers

It’s essential to understand how your potential email marketing manager handles the nitty-gritty of daily operations and tackles a variety of situations. That’s why we’ve curated a list of operation and situation questions that will truly put their skills to the test:

  • Crafting the Master Plan: How do you create an email marketing plan?
  • Personalization Pro: How can you customize your emails and segment your email list?
  • Compliance Crusader: How do you ensure your email campaigns abide by the rules and laws governing email marketing?
  • Analyzing for Success: How do you assess the success of your email marketing campaigns?
  • Bounce Rate Battle: How do you handle bounce rates and email deliverability problems?
  • A/B Testing Guru: What are the planning and execution steps for A/B testing for email campaigns?
  • Mobile-Friendly Maestro: How can you guarantee that your email campaigns are responsive and mobile-friendly?

Discovering Their Hidden Talents: Task-Specific Questions

To truly understand how well-suited a candidate is for the email marketing manager role, it’s essential to dig into their background and experiences with task-specific questions. Here are some thought-provoking inquiries to uncover their performance in various roles:

  • Toolbox Talk: Which email marketing tools have you used before, such as Mailchimp, Constant Contact, or Hubspot?
  • Success Stories: Could you give some instances of effective email marketing campaigns you have run in the past?
  • Team Player Test: How do you work with other teams to develop successful email marketing, such as designers and content writers?
  • Automation Ace: What background do you have with drip campaigns and marketing automation?
  • Conversion Connoisseur: How can email campaigns be made more effective for generating leads and converting them?

Getting Personal: Behavior-Related Questions to Uncover Their Work Style

To gain insight into a candidate’s working style and problem-solving approach, it’s essential to dive into behavior-related questions. Here are some examples to help you get started:

  • Time Management Master: How do you efficiently manage your time and prioritize your tasks?
  • Deadline Dynamo: How do you handle strict deadlines and pressure?
  • Problem-Solving Prodigy: Can you offer an example of a problem you had to solve in your email marketing career?
  • Continuous Learner: How do you keep up with the most recent developments in email marketing techniques and tools?
  • Teamwork Titan: How do you work in a group and effectively express your ideas?

These interview questions will help you evaluate the candidate’s technical knowledge, work history, and personality. In addition, considering their communication skills, problem-solving speed, and openness to learning and improvement is essential.

You could also ask candidates to complete a practical exercise or provide samples of their previous work for a more in-depth assessment. This will give you a better understanding of how well they can apply their knowledge in real-life situations.

Choosing Your Email Marketing Champion: Email Marketing Manager vs Agency?

Choosing Your Email Marketing Champion Email

Email marketing has become an indispensable part of any marketing strategy in today’s digital age.

But, as a business owner, you might find yourself scratching your head when deciding between hiring an email marketing manager or outsourcing to an email marketing agency.

So let’s explore the pros and cons of each to see which is the best option for your business.

Hiring an Email Marketing Manager: Is It the Right Move?

You’re considering bringing an email marketing manager on board – someone dedicated to overseeing every aspect of your email campaigns. This person would be responsible for crafting, designing, and managing your email marketing efforts, analyzing the results and making adjustments. Let’s dive into the pros and cons of having an email marketing manager on your team.

Pros of Hiring an Email Marketing Manager

Full Control Over Campaigns

An email marketing manager helps ensure you have complete control over your campaigns. This helps align them to your unique goals and speak your brand’s language.

Flexibility on Tap

You can easily collaborate with an email marketing manager and make real-time campaign changes as needed.

Long-term Cost Savings

While the initial investment may be higher, hiring an email marketing manager can be more cost-effective compared to outsourcing to an agency in the long run.

You won’t have to pay agency fees or commissions for each campaign. However, some agencies are more affordable than others.

Insider Knowledge

Who knows your audience and brand better than someone working within your company? An in-house email marketing manager will likely have a deeper understanding of your business goals and can tailor your email marketing campaigns accordingly.

Email marketing managers have a wealth of knowledge about best practices as experts in their field. As a result, they can offer valuable insights and guidance to help you achieve your marketing objectives.

Cons of Hiring an Email Marketing Manager

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A Smaller Skill Set

While your email marketing manager might be great at what they do, they may not have the diverse range of skills an agency can offer. In addition, they might not be as well-versed in other marketing aspects like SEO or social media.

The 9-to-5 Conundrum

Your email marketing manager will typically be available during regular business hours. However, if an issue arises outside these hours, you might have to wait until the next working day to resolve it.

Limited Resources at Hand

Your email marketing manager may have fewer resources than an agency. For example, they may not have access to trending email marketing tools.

Training and Development – It’s on You

You’ll be responsible for your email marketing manager’s training and development as their employer. This translates to investing in their growth through training programs, conferences, or workshops, to help them acquire new skills.

Plus, they may eventually leave, and you would have to start the entire training process again with a new resource!

Partnering with an Email Marketing Agency

When you choose to work with an email marketing agency, you bring a team of experts to manage your campaigns. 

These professionals will handle every aspect of your email marketing campaigns, offering diverse skills and experience. Let’s dive into the pros and cons of hiring an email marketing agency.

Pros of Hiring an Email Marketing Agency

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A Team of Experts

You’ll have access to a team of professionals with diverse skills, including email design, copywriting, analytics, and automation. In addition, there’s no need to worry about hiring additional staff, as they can handle even niche aspects of your campaigns.

Scalability Galore

An agency can tailor their services to meet your business’s needs. For example, they’ll work closely with you to develop a customized email marketing strategy that aligns with your company’s goals and budget.

Always in the Know

Email marketing agencies stay up-to-date with the latest trends and best practices in the industry. Then, they’ll craft successful campaigns that resonate with your target audience using cutting-edge technology and tools.


A specialized agency will have access to the most recent email marketing tools, software, and industry knowledge. As a result, they can bring advanced email marketing strategies and tactics to your business.

Track Record of Success

They often come with a proven track record. Thanks to their experience working with companies in your sector, they’ll know what works and what doesn’t. You’ll benefit from their expertise and insight to make your campaigns shine.

Cons of Hiring an Email Marketing Agency

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The Cost Factor

Engaging an agency to handle your email marketing might be more expensive in the long run. With each campaign, you’ll need to pay agency fees and commissions, which can add up quickly. But if you can partner with an agency with reasonable fees, this might not be a problem.

Communication Hurdles

Working with a third-party organization can sometimes be challenging, especially if there are language or communication barriers. It might be harder to get the same level of personalized attention that you would receive from an in-house email marketing manager.

Less Control Over Operations

You might have less control when working with an agency for your email marketing efforts. You’ll need to trust that the agency supports your business goals and crafting successful campaigns that reflect your brand. A close look at their portfolio might help you better gauge their prowess.

Ultimately, your company’s specific needs and objectives will determine whether you opt for an email marketing manager or agency. For example, hiring an email marketing manager could be the most cost-effective and practical choice if you run a small to medium-sized business with a tight budget.

On the other hand, if your company is large and has complex email marketing requirements, engaging a marketing agency might be your best bet.

InboxArmy – The Ultimate Solution for All Your Email Marketing Needs

Managing email marketing campaigns can be a time-consuming and resource-heavy task. But worry not because InboxArmy is here to be your go-to option for all things email marketing! As a dedicated resource provider, here’s what makes us your best bet as an email marketing partner:

  • Expert email marketing team with extensive knowledge and experience in crafting and managing successful campaigns.
  • Staying current with the latest technology innovations and email marketing best practices.
  • Tailored solutions catering to each brand’s unique needs and objectives, including email design, automation, segmentation, and A/B testing.
  • Flexible engagement models: project-based, retainer-based, or dedicated resource models, allowing easy scalability without operational costs or long-term commitments.
  • An affordable option for all email marketing requirements, saving on overhead expenses like staff, benefits, and office space.
  • Access to expertise and experience for better campaign results.
  • Round-the-clock support ensures successful and engaging email campaigns.

Outsourcing to InboxArmy frees up resources and time, allowing focus on other crucial business aspects while maintaining a solid email marketing presence. Learn more about how we can help you with impeccable email marketing campaign management that garners attention and soar engagement!

About Author

Chris sent his first email campaign in 1995. He’s worked directly with Fortune 500 companies, retail giants, nonprofits, SMBs and government agencies in all facets of their email marketing and marketing automation programs. He’s also a BIG baseball fan, loves a good steak, and is mildly obsessed with zombie movies. For more information follow him on linkedin

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