Additional resources
How do you hire the best email marketing expert?
How do You Find and Hire the Best Email Marketing Expert
Objectives And Success Metrics
Setting Revenue Targets
Benchmarking Engagement Rates
Aligning With Customer Journey
Role Options Among Email Marketing Professionals
Email Marketing Specialists
Email Campaign Managers
Email Marketing Consultants
Email Marketing Strategists
Core Skills And Tool Proficiency
Automation Platform Mastery
Deliverability Protocol Implementation
High-Conversion Copywriting
Sourcing Talent Beyond Mainstream Freelance Platforms
Niche Job Board Posts
Industry Community Outreach
Vetting Email Marketing Experts
Portfolio Metric Review
Technical Certification Verification
Industry Experience Analysis
Interview Framework For Email Marketer Candidates
Behavioral Question Sets
Technical Deep-Dive Prompts
Strategy Presentation Requests
Cultural Fit Indicators
Skill Assessment Exercises
Welcome Sequence Draft
Segmented Automation Build
Deliverability Issue Diagnosis
Compensation Models And Budget Planning
Hourly Rates For Freelancers
Salary Tiers For In-House Roles
Retainer Pricing With Agencies
Compliance And Data Protection Obligations
Meeting GDPR Requirements
Satisfying CAN-SPAM Rules
Securing Subscriber Data
Onboarding Email Marketing Specialists For Success
Brand Guideline Distribution
Tool Access Setup
Performance Benchmark Setup
Review Cadence Planning
Future Skill Sets Email Marketing Professionals Need
Personalization Through AI
Interactive AMP Emails
Privacy-First Data Strategies
How do you hire the best email marketing expert?
Email marketing experts plan, create, send, and analyze email campaigns to engage clients and drive revenue. To hire the best, look for proven experience, success with relevant tools, and strong results. Typical hourly rates range from $15 for entry-level to $175+ for experts, with a median of $27 per hour in 2024.
Finding the right email marketing talent is crucial for businesses looking to maximize their digital marketing ROI. With email marketing delivering an average return of $36 for every $1 spent, hiring the right expert can significantly impact your bottom line. This guide will walk you through the process of finding, evaluating, and hiring top email marketing experts to elevate your campaigns.
How do You Find and Hire the Best Email Marketing Expert
Hiring the right email marketing specialists requires a strategic approach. The most successful businesses don't just post generic job listings and hope for the best. Instead, they follow a structured process that begins with clearly defining their needs and ends with a thorough onboarding plan.
To find and hire email marketers who will drive results, you need to:
Define your specific email marketing objectives
Understand the different types of email marketing roles
Identify the core skills and tools your campaigns require
Source candidates from the right channels
Implement a thorough vetting process
Conduct structured interviews
Test practical skills
Determine fair compensation
Ensure compliance understanding
Create an effective onboarding process
Each step is critical to finding professionals who can truly elevate your email program rather than just maintain the status quo.
Objectives And Success Metrics
Before you begin finding email marketing talent, you need to establish clear objectives and success metrics. Without defined goals, you won't know what to look for in candidates or how to measure their success once hired.
Setting Revenue Targets
Revenue targets provide the foundation for your email marketing program and help determine the caliber of expert you need to hire. When setting these targets, consider:
Historical performance of your existing email campaigns
Industry benchmarks for your specific vertical
Growth objectives for your business overall
The size and quality of your current email list
Seasonal fluctuations in your business
For example, if you're an e-commerce business, you might set a revenue target of generating $2 in revenue for every subscriber per month. This clear metric gives your email marketing experts a concrete goal to work toward and allows you to calculate the ROI of your hiring investment.
When interviewing candidates, ask how they've contributed to revenue goals in previous roles. Top candidates will be able to articulate specific campaigns they've designed and the direct revenue impact those campaigns had.
Benchmarking Engagement Rates
While revenue is the ultimate goal, engagement metrics provide crucial indicators of email campaign health and effectiveness. Key engagement metrics to benchmark include:
Open rates (industry average is 15-25%)
Click-through rates (typically 2-5%)
Conversion rates (usually 1-5% depending on the offer)
List growth rate (healthy lists grow by 2-5% monthly)
Unsubscribe rates (should stay below 0.5%)
Different industries have different benchmarks, so research standards specific to your sector. A B2B software company will have different engagement expectations than a D2C fashion brand.
When hiring email marketers, look for candidates who understand how these metrics interrelate and can explain strategies for improving each one. The best candidates will discuss how they've optimized campaigns based on these metrics in previous roles.
Aligning With Customer Journey
Email marketing doesn't exist in isolation—it's an integral part of the overall customer journey. Your email marketing professional needs to understand how email campaigns support different stages of that journey:
Awareness: Introduction emails and educational content
Consideration: Product information and comparison emails
Decision: Promotional offers and testimonial-focused campaigns
Retention: Loyalty programs and exclusive content
Advocacy: Referral campaigns and community-building initiatives
When evaluating candidates, assess their understanding of customer journey mapping and how they've aligned email campaigns with different journey stages in previous roles. Ask for specific examples of how they've created email sequences that move customers through the funnel.
A strong candidate will demonstrate how they've collaborated with sales and customer success teams to ensure email marketing supports the entire customer lifecycle, not just acquisition.
Role Options Among Email Marketing Professionals
The term "email marketer" encompasses several distinct roles, each with different responsibilities and skill sets. Understanding these differences is crucial for hiring email marketers who meet your specific needs.
Email Marketing Specialists
Email marketing specialists focus on the day-to-day execution of campaigns. Their responsibilities typically include:
Building and scheduling email campaigns
Managing subscriber lists and segmentation
Implementing basic A/B tests
Monitoring campaign performance
Making incremental improvements to templates
This role is ideal for businesses with established email strategies that need consistent execution. Specialists typically have 1-3 years of experience and are proficient with at least one major email marketing software platform.
When interviewing for this position, focus on their technical skills with your preferred platform and their attention to detail. Ask about their process for quality assurance and their approach to troubleshooting when campaigns don't perform as expected.
Email Campaign Managers
Email campaign managers take on more strategic responsibilities while still maintaining hands-on involvement. Their role typically includes:
Developing campaign calendars and content plans
Creating audience segmentation strategies
Designing automated workflows and journeys
Analyzing performance data and recommending improvements
Collaborating with content and design teams
This mid-level position is suitable for businesses looking to scale their email program beyond basic campaigns. Campaign managers usually have 3-5 years of experience and bring a blend of creative and analytical skills.
When interviewing campaign managers, ask about their experience with complex automation sequences and how they measure the effectiveness of different campaign types. Look for candidates who can balance creative thinking with data-driven decision-making.
Email Marketing Consultants
Email marketing consultants provide specialized expertise on a project or advisory basis. They typically focus on:
Auditing existing email programs
Developing comprehensive email strategies
Solving specific challenges (like deliverability issues)
Training internal teams
Recommending technology solutions
Consultants are ideal when you need specialized expertise for a limited time or when you're overhauling your entire email approach. They typically have 5+ years of experience and deep knowledge across multiple platforms and industries.
When evaluating consultants, review their client case studies carefully and check references. The best consultants can quickly identify opportunities in your current program and provide a clear roadmap for improvement.
Email Marketing Strategists
Email marketing strategists focus on the big picture, aligning email efforts with broader business objectives. Their responsibilities include:
Developing long-term email roadmaps
Creating cross-channel integration plans
Building revenue attribution models
Leading testing and optimization programs
Forecasting performance and resource needs
This senior-level role is appropriate for large organizations with complex email programs or businesses where email is a primary revenue driver. Strategists typically have 7+ years of experience and often have management experience.
When interviewing strategists, focus on their ability to connect email initiatives to business outcomes. Ask about their approach to resource allocation and how they've handled competing priorities in previous roles.
Core Skills And Tool Proficiency
Regardless of the specific role you're hiring for, certain core skills and tool proficiencies are essential for all email marketing professionals. Understanding these requirements will help you evaluate candidates effectively.
Automation Platform Mastery
Modern email marketing relies heavily on automation platforms that go far beyond simple broadcast capabilities. When assessing candidates, look for proficiency in:
Building complex automation workflows
Setting up trigger-based campaigns
Implementing conditional logic
Creating personalized content blocks
Integrating with CRM and e-commerce platforms
Most email marketing experts specialize in specific platforms like Mailchimp, Klaviyo, HubSpot, or ActiveCampaign. While the underlying principles are transferable, there's significant value in finding someone already proficient with your chosen platform.
During interviews, ask candidates to walk you through the most complex automation sequence they've built. Strong candidates will explain not just the technical setup but also the strategy behind each step and the results achieved.
For senior roles, look for experience with multiple platforms and the ability to evaluate and recommend new tools as your needs evolve.
Deliverability Protocol Implementation
Even the most brilliant campaign is worthless if it doesn't reach the inbox. Top email marketing specialists understand the technical aspects of deliverability, including:
SPF, DKIM, and DMARC authentication
IP warming strategies
List hygiene processes
Sender reputation management
Spam trigger avoidance
When evaluating candidates, ask about specific deliverability challenges they've faced and how they resolved them. Look for experience with deliverability monitoring tools and knowledge of how different email clients handle rendering.
The best candidates will emphasize the importance of permission-based marketing and can explain how they've maintained high deliverability rates while scaling email campaigns.
High-Conversion Copywriting
Effective email marketing requires compelling copy that drives action. Key copywriting skills to look for include:
Crafting attention-grabbing subject lines
Writing scannable body content
Creating clear, compelling calls-to-action
Developing brand-consistent voice and tone
Understanding psychological triggers that drive conversion
During interviews, request writing samples from previous campaigns and ask about the results those campaigns achieved. Strong candidates will explain how they adapt their writing style for different audience segments and campaign objectives.
For more senior roles, look for candidates who can develop comprehensive messaging frameworks and guide other writers to maintain consistency across campaigns.
Sourcing Talent Beyond Mainstream Freelance Platforms
While general freelance platforms can provide access to email marketing specialists, the most talented professionals often market themselves through more specialized channels. Exploring these alternative sources can help you find higher-quality candidates.
Niche Job Board Posts
Specialized job boards focused on marketing roles often attract more qualified email marketing experts than general job sites. Consider posting on:
Marketing-specific job boards like MarketingHire
Email industry publications' career sections
Digital marketing association job boards
Industry-specific communities relevant to your business
When creating job postings for these platforms, be specific about the email marketing tools you use and the metrics you track. Include details about your email list size, current performance metrics, and specific challenges you're looking to solve.
This level of detail helps qualified candidates self-select and demonstrates that you understand the role requirements. Be transparent about whether you're looking for a specialist in a particular area (like deliverability or automation) or a generalist who can handle all aspects of your program.
Industry Community Outreach
Some of the best email marketing professionals are active in specialized communities where they share knowledge and network with peers. These communities include:
Email marketing Slack groups
LinkedIn groups focused on email marketing
Twitter communities using email marketing hashtags
Email marketing conference attendee networks
Local marketing meetup groups
Engaging with these communities requires a more personalized approach than traditional job postings. Start by participating in discussions, asking questions, and sharing insights before mentioning your hiring needs.
When you do share that you're hiring email marketers, be specific about what makes your opportunity unique. Highlight interesting challenges, growth opportunities, or unique aspects of your brand that would appeal to passionate email marketers.
Personal recommendations from community members often lead to the highest-quality candidates, so don't hesitate to ask for referrals once you've established yourself as a legitimate community participant.
Vetting Email Marketing Experts
Once you've identified potential candidates, a thorough vetting process is essential to ensure they have the skills and experience they claim. This multi-faceted approach will help you identify truly qualified email marketing specialists.
Portfolio Metric Review
A portfolio of previous work is valuable, but the metrics behind that work are even more important. Ask candidates to provide:
Before-and-after metrics for campaigns they've optimized
Growth trends for lists they've managed
Revenue attribution for campaigns they've created
A/B test results they've achieved
Deliverability improvements they've implemented
Strong candidates will provide specific numbers rather than vague statements. For example, "I increased open rates from 18% to 27% over six months" is more credible than "I significantly improved engagement."
Be wary of candidates who claim full credit for results that likely involved multiple team members. The best email marketing experts acknowledge collaborative efforts while clearly articulating their specific contributions.
Technical Certification Verification
While certifications aren't everything, they do demonstrate a commitment to professional development and technical knowledge. Relevant certifications include:
Platform-specific certifications (HubSpot Email Marketing, Mailchimp, etc.)
Digital Marketing Institute Email Marketing certification
Content Marketing Institute certification
CRM platform certifications that include email components
General marketing certifications with email specializations
Verify these certifications by asking for certificate numbers or links to online profiles where credentials are displayed. While certifications shouldn't be the primary hiring factor, they can help differentiate between otherwise similar candidates.
The most valuable certifications are those that require practical application rather than just theoretical knowledge. Ask candidates what specific skills they gained from their certifications and how they've applied those skills in real campaigns.
Industry Experience Analysis
Experience in your specific industry can be invaluable, as email marketing best practices vary significantly across sectors. When analyzing industry experience, consider:
Familiarity with typical purchase cycles in your industry
Understanding of compliance requirements specific to your sector
Knowledge of benchmark metrics for your industry
Experience with audience segments similar to yours
Familiarity with seasonal trends that affect your business
While direct industry experience is valuable, also consider candidates who have worked in adjacent industries with transferable insights. For example, someone with B2B SaaS experience might successfully transition to B2B professional services.
Ask candidates about the unique challenges of email marketing in your industry and how they would approach them. Strong candidates will demonstrate industry knowledge while also bringing fresh perspectives from their diverse experience.
Interview Framework For Email Marketer Candidates
A structured interview process helps ensure you consistently evaluate all candidates against the same criteria. This framework provides a comprehensive assessment of both technical and soft skills.
Behavioral Question Sets
Behavioral questions reveal how candidates have handled real situations in the past. Key areas to explore include:
Problem-solving: "Describe a time when an email campaign significantly underperformed. How did you diagnose the issue and what steps did you take to fix it?"
Collaboration: "Tell me about a time when you had to work with designers and copywriters to create a new email template. How did you manage that collaboration?"
Adaptability: "Share an example of how you've adjusted your email marketing strategy based on unexpected results or changing business needs."
Time management: "How do you prioritize different email initiatives when working with limited resources?"
Conflict resolution: "Describe a situation where you disagreed with a stakeholder about an email approach. How did you handle it?"
Look for candidates who provide specific examples with clear context, actions taken, and results achieved. The best responses will include metrics that demonstrate the impact of their actions.
Technical Deep-Dive Prompts
Technical questions assess the candidate's practical knowledge of email marketing tools and techniques:
"Walk me through how you would set up a multi-step abandoned cart recovery sequence."
"How would you approach segmenting our list of 50,000 subscribers who haven't engaged in the past six months?"
"Explain your process for testing and troubleshooting an email before sending it to the full list."
"How would you structure an A/B test to determine the optimal send time for our newsletter?"
"What steps would you take if you noticed a sudden drop in deliverability to Gmail addresses?"
Strong candidates will provide detailed, step-by-step explanations that demonstrate both theoretical knowledge and practical experience. They should also explain the reasoning behind their approaches.
Strategy Presentation Requests
For more senior roles, ask candidates to prepare a brief presentation on a strategic email marketing topic:
A 90-day plan for improving your current email program
A proposal for a new automated email sequence
An analysis of your current email metrics with recommendations
A competitive analysis of email strategies in your industry
A framework for testing and optimization
This exercise reveals the candidate's strategic thinking, presentation skills, and ability to tailor recommendations to your specific situation. It also demonstrates their commitment to the role, as quality presentations require significant preparation.
Evaluate not just the content of the presentation but also how the candidate handles questions and feedback. The best email marketing strategists will welcome challenging questions and respond thoughtfully rather than defensively.
Cultural Fit Indicators
While technical skills are crucial, cultural fit determines long-term success. Key indicators to assess include:
Communication style: Does the candidate explain complex concepts clearly without unnecessary jargon?
Learning orientation: How does the candidate stay current with evolving email marketing trends?
Data approach: Is the candidate comfortable making decisions based on data rather than just intuition?
Ownership mentality: Does the candidate take responsibility for results rather than making excuses?
Collaborative spirit: How does the candidate talk about working with other team members?
Ask questions that reveal these traits, such as "How do you stay updated on changes to email marketing best practices?" or "Tell me about a time when data contradicted your instincts about an email campaign. What did you do?"
The best candidates will demonstrate alignment with your company values while also bringing diverse perspectives that can enhance your culture.
Skill Assessment Exercises
Theoretical knowledge doesn't always translate to practical skills. Hands-on exercises provide concrete evidence of a candidate's capabilities and approach to real-world challenges.
Welcome Sequence Draft
Ask candidates to create a brief outline for a welcome email sequence for new subscribers or customers. Specify:
The number of emails in the sequence (typically 3-5)
Your target audience
Key business objectives
Any specific brand guidelines to follow
Request that they provide:
Subject lines for each email
A brief content outline for each message
The timing between messages
Any segmentation or personalization they would implement
Key metrics they would track to measure success
This exercise reveals the candidate's strategic thinking, creativity, and understanding of email marketing best practices for nurturing new contacts. Strong candidates will create sequences that balance relationship-building with conversion opportunities.
Segmented Automation Build
For more technical roles, ask candidates to design an automation workflow based on customer behavior. Provide a scenario such as:
"Design an automation workflow for customers who browsed our high-ticket items but didn't purchase. The goal is to nurture them toward a purchase decision over a 30-day period."
Ask them to:
Create a flowchart of the automation
Explain trigger conditions and timing
Describe content for each step
Identify exit conditions and follow-up sequences
Explain how they would measure the workflow's effectiveness
This exercise demonstrates the candidate's technical understanding of automation capabilities and their strategic approach to moving contacts through the customer journey. Look for sophisticated use of conditional logic and thoughtful content recommendations.
Deliverability Issue Diagnosis
Present candidates with a hypothetical deliverability problem:
"Our open rates have dropped from 22% to 12% over the past month, primarily with Gmail users. Our bounce rate remains normal at 0.5%, and we haven't made significant changes to our sending volume or frequency."
Ask them to:
Identify possible causes of the issue
Outline their troubleshooting process
Recommend immediate actions to address the problem
Suggest preventative measures for the future
Explain how they would monitor the situation going forward
This scenario tests the candidate's technical knowledge of email deliverability factors and their problem-solving approach. Strong candidates will methodically work through potential causes rather than jumping to conclusions and will prioritize actions based on likely impact.
Compensation Models And Budget Planning
Understanding market rates and compensation structures is essential for attracting and retaining top email marketing talent. Different models suit different business needs and budget constraints.
Hourly Rates For Freelancers
Freelance email marketing specialists typically charge hourly rates based on their experience level and specialization:
Entry-level specialists: $25-$50 per hour
Mid-level specialists: $50-$100 per hour
Senior specialists/strategists: $100-$200+ per hour
Specialists with niche expertise in areas like deliverability or high-volume e-commerce automation often command premium rates. When budgeting for freelancers, consider:
Initial setup time for learning your business and systems
Ongoing campaign management hours
Strategic planning time
Reporting and analysis time
Meeting and communication time
Many freelancers also offer package rates for specific services, such as $500-$1,500 for setting up an automation sequence or $1,000-$3,000 for an email program audit. These packages often provide better value than hourly arrangements for well-defined projects.
Salary Tiers For In-House Roles
For full-time email marketing professionals, salary ranges vary by experience level, location, and company size:
Email Marketing Coordinator (0-2 years): $40,000-$60,000
Email Marketing Specialist (2-4 years): $55,000-$75,000
Email Marketing Manager (4-7 years): $70,000-$100,000
Senior Email Marketing Manager (7+ years): $90,000-$130,000
Email Marketing Director (10+ years): $120,000-$180,000
These ranges reflect U.S. national averages and may vary significantly by location. Remote roles typically align with national averages rather than specific geographic markets.
When budgeting for in-house roles, also consider:
Benefits costs (typically 20-30% of base salary)
Software and tool licenses
Training and professional development
Performance bonuses (often 5-15% of base salary)
Retainer Pricing With Agencies
Agencies specializing in email marketing typically work on monthly retainer models:
Basic email management: $1,500-$3,000 per month
Comprehensive email program management: $3,000-$7,000 per month
Enterprise email strategy and execution: $7,000-$15,000+ per month
Retainer prices vary based on list size, campaign frequency, complexity of automation, and level of strategy required. Most agencies structure retainers to include:
A set number of campaign deployments
Regular performance reporting
Ongoing list management
Basic template updates
Strategic consultation hours
Additional services like major template redesigns, complex automation builds, or intensive A/B testing programs may incur extra costs beyond the standard retainer.
When evaluating agency retainers, compare the total annual cost against the fully-loaded cost of an in-house resource. Agencies often provide access to multiple specialists for less than the cost of a single senior in-house hire.
Compliance And Data Protection Obligations
Email marketers must navigate complex regulatory requirements. When hiring email marketers, ensure they understand these compliance obligations to protect your business from legal risks.
Meeting GDPR Requirements
The General Data Protection Regulation (GDPR) affects any business communicating with EU residents. Qualified email marketing professionals should understand:
Consent requirements (explicit opt-in with no pre-checked boxes)
Data minimization principles (collecting only necessary information)
Right to access and right to be forgotten procedures
Privacy policy requirements for email collection forms
Data processing record-keeping obligations
During interviews, ask candidates how they've implemented GDPR-compliant practices in previous roles. Strong candidates will explain specific processes they've created for consent management and data protection rather than just acknowledging the regulation exists.
For businesses with significant European audiences, consider candidates with direct experience managing GDPR compliance during and after the 2018 implementation.
Satisfying CAN-SPAM Rules
The CAN-SPAM Act governs commercial emails in the United States. Experienced email marketing specialists should be familiar with requirements including:
Accurate "From" names and email addresses
Truthful subject lines that reflect email content
Visible physical business address in every email
Clear, functioning unsubscribe mechanism
Prompt processing of opt-out requests (within 10 business days)
Responsibility for compliance even when using third-party services
Ask candidates about their processes for ensuring CAN-SPAM compliance across all campaigns. Look for systematic approaches rather than ad-hoc checks, such as pre-flight checklists or automated compliance verification.
Securing Subscriber Data
Beyond regulatory compliance, ethical email marketing requires robust data security practices. Qualified candidates should understand:
Secure data transfer protocols
Access control for subscriber information
Encryption requirements for sensitive data
Data retention and purging policies
Breach response procedures
Third-party vendor security assessment
Ask candidates how they've handled subscriber data security in previous roles and what steps they take to protect personal information. The best candidates will demonstrate a security-first mindset and awareness of both technical and procedural safeguards.
For roles with significant data handling responsibilities, look for candidates with experience implementing or maintaining data security certifications like SOC 2 or ISO 27001.
Onboarding Email Marketing Specialists For Success
A structured onboarding process significantly increases the chances of success for new email marketing hires. This process should provide both technical knowledge and context about your business.
Brand Guideline Distribution
Provide comprehensive brand guidelines that cover:
Voice and tone for different types of communications
Visual standards including logo usage, colors, and typography
Specific terminology and phrases to use or avoid
Examples of successful past campaigns that embody your brand
Competitor positioning and differentiation points
The best email marketing experts will immerse themselves in your brand guidelines and ask thoughtful questions about applying them to different campaign types and audience segments.
Create a repository of these materials that's easily accessible, and schedule a dedicated session to walk through them with your new hire. Include examples of both on-brand and off-brand communications to illustrate the boundaries.
Tool Access Setup
Ensure your new email marketing professional has access to all necessary platforms and tools:
Email marketing platform (with appropriate permission levels)
Analytics and reporting tools
CRM and customer data platforms
Design and content creation tools
Project management systems
Communication channels
For each tool, provide:
Login credentials or access request procedures
Basic training or documentation resources
Information about how the tool fits into your overall workflow
Key contacts for technical support
Schedule dedicated time for platform exploration, especially for your primary email marketing software. Even experienced marketers need time to understand your specific implementation and data structure.
Performance Benchmark Setup
Establish clear performance expectations by providing:
Historical performance data for key metrics
Industry benchmarks relevant to your business
Short-term and long-term goals for improvement
Information about seasonal trends or fluctuations
Context about past performance drivers (both successes and failures)
Document these benchmarks in a dashboard or report that the new hire can reference regularly. This provides both context for decision-making and a framework for measuring their impact.
The most successful onboarding processes include a "quick win" opportunity—a specific campaign or optimization that the new hire can implement in their first few weeks to demonstrate value while learning your systems.
Review Cadence Planning
Establish a structured feedback and review schedule:
Daily check-ins during the first week
Weekly reviews during the first month
Bi-weekly reviews for the next two months
Monthly reviews thereafter
Quarterly strategic planning sessions
During these reviews, discuss:
Progress against key metrics
Challenges encountered and solutions identified
Resource needs or constraints
Strategic adjustments based on results
Professional development opportunities
Document the outcomes of these reviews and maintain a running list of action items and decisions. This creates accountability and ensures continuous improvement of your email marketing program.
Future Skill Sets Email Marketing Professionals Need
The email marketing landscape evolves continuously. When hiring email marketers, look for candidates who are developing these forward-looking skills that will shape the future of the discipline.
Personalization Through AI
Artificial intelligence is transforming email marketing personalization beyond simple merge tags. Forward-thinking email marketing experts are developing skills in:
Implementing predictive content selection
Creating dynamic product recommendations
Optimizing send times based on individual engagement patterns
Developing personalized subject line generation
Building custom audience segments through machine learning
During interviews, ask candidates about their experience with AI-powered personalization tools and how they've used data to create more relevant experiences. Look for a balance of enthusiasm for new technology and pragmatic implementation experience.
The most valuable candidates will understand both the capabilities and limitations of current AI tools and can articulate a realistic vision for how these technologies can enhance your specific email program.
Interactive AMP Emails
AMP for Email enables interactive experiences within the inbox, creating new engagement opportunities. Progressive email marketing specialists are exploring:
In-email purchase functionality
Live content updates within messages
Interactive polls and surveys
Appointment booking directly from emails
Form submission without leaving the inbox
Ask candidates about their experience with or knowledge of AMP for Email and other interactive email technologies. While practical implementation experience is still relatively rare, awareness of the technology and creative ideas for its application indicate forward-thinking candidates.
The best candidates will balance excitement about new capabilities with practical considerations about email client support and fallback content for non-supporting clients.
Privacy-First Data Strategies
As privacy regulations expand and third-party cookies disappear, email marketing is becoming even more valuable for first-party data collection. Leading email marketing professionals are developing:
Zero-party data collection strategies through preference centers
Progressive profiling techniques that build profiles over time
Privacy-compliant personalization approaches
Transparent data usage communication
Value exchange frameworks that reward data sharing
Ask candidates how they're adapting to increasing privacy restrictions and what strategies they're using to maintain personalization while respecting user privacy. Strong candidates will demonstrate both ethical commitment to privacy and creative approaches to working within constraints.
The most valuable future-focused candidates will view privacy not as an obstacle but as an opportunity to build stronger, trust-based relationships with subscribers through transparent, value-driven email communications.
