{"id":9706,"date":"2017-05-01T08:39:19","date_gmt":"2017-05-01T15:39:19","guid":{"rendered":"https:\/\/blog.benchmarkemail.wpengine.com\/?p=5177"},"modified":"2020-04-03T10:55:03","modified_gmt":"2020-04-03T10:55:03","slug":"3-things-every-email-marketing-specialist-know-2","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/3-things-every-email-marketing-specialist-know-2\/","title":{"rendered":"3 Things Every Email Marketing Specialist Should Know"},"content":{"rendered":"<p>Whether you\u2019re manning the email marketing fort, training a team, or looking to hire a specialist, there are some concrete skills every <a href=\"https:\/\/www.benchmarkemail.com\/\">email marketing specialist<\/a> should have. We\u2019re here to help you figure out what that list looks like, and how to get these skills.<\/p>\n<h2><b>#1 Knowing How to Survey the Scene<\/b><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/images.pexels.com\/photos\/24671\/pexels-photo-24671.jpg?w=1260&amp;h=750&amp;auto=compress&amp;cs=tinysrgb\" alt=\"Survey The Scene\" width=\"1125\" height=\"750\" \/><\/p>\n<p>Email marketing doesn\u2019t start with your email campaigns. It starts with understanding the conversation around you. It\u2019s the job of every smart email marketing specialist to survey the scene and understand the conversation around them. That starts with listening.<\/p>\n<p>Listening is actually one of the most important things you can be doing on social media. While many marketers think the point of social media is to engage, it\u2019s just as important to keep your eyes and ears open for what people are talking about and how they\u2019re talking about it. There are simple ways to do that including setting up lists and checking in with those lists on a daily basis to see where the conversation is going. But for more aggressive email marketing specialists, there are <a href=\"https:\/\/www.brandwatch.com\/blog\/top-10-free-social-media-monitoring-tools\/\" class=\"external\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">social media listening tools<\/a> that range from free to paid structures.<\/p>\n<h2><b># 2 Understanding What Your Audience Wants<\/b><\/h2>\n<p>A \u201c<a href=\"https:\/\/offers.hubspot.com\/science-of-email-marketing-2014-report?_ga=1.211679829.1130557491.1484597442\" class=\"external\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">Science of Email<\/a>\u201d study shows that 64% of email subscribers prefer rich text emails. Once you figure out if your demographic &#8211; and which part of your demographic &#8211; falls into that category, the next step is seeing what they consider rich. While rich to me might be a thousand words, rich for most people might just mean a good 400 words with a link to a landing page if they want to read on or find out more.<\/p>\n<p>Then there\u2019s the question of knowing that not everyone wants words. This goes back to your demographic. Some readers might only be interested in visual content or a certain type of content like quarterly updates or weekly check-ins. Others might like in-depth material. To understand what your audience wants, you need to ask them. The best time to do that is to get them to check off their preferences when they opt-in to your email list.<\/p>\n<h2><b>#3 Automation Makes Your Life Easier<\/b><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/images.pexels.com\/photos\/188710\/pexels-photo-188710.jpeg?w=1260&amp;h=750&amp;auto=compress&amp;cs=tinysrgb\" alt=\"Automation\" width=\"1260\" height=\"709\" \/><\/p>\n<p>Emails that reward people for signing up do something else: they bring people into the world of your brand. The first email you send once someone has signed up is the most important one. It\u2019s the one that statistically as a <a href=\"https:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/33725\/Why-Thank-You-Emails-Are-the-Untapped-Gold-Mine-of-Email-Marketing.aspx#sm.00001v5gfvargxelhtia2f884306a\" class=\"external\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">41%<\/a> chance of being opened up over any other email you\u2019ll ever send again, and it has a 14% click-through rate, which is pretty high considering you\u2019re looking at 14% of 41%.<\/p>\n<p>Being an email marketing specialist is a misunderstood position. Unless you\u2019ve done it and understand what needs to be done to be successful (see above), people are going to think you\u2019re sitting there stuffing and licking envelopes &#8211; the real-time equivalent to what they think email marketing is about. We know better. We know you have a lot of fine tuning to know what the message should be, how to craft it, and how to repackage it for each segmented audience. That\u2019s why you need to use <a href=\"https:\/\/kb.benchmarkemail.com\/what-is-automation-pro\">automation<\/a> as much as you can, especially the follow-up emails thanking people for signing up.<\/p>\n<p>Being an email marketing specialist is about being smart and using all the tools at your disposal to run a full-time, well-oiled machine. You\u2019re the proverbial wizard behind the curtain, pulling levers and pushing buttons &#8211; and somehow it all seems to work on the other end. But you and I know there is a lot that goes on (and needs to go on) behind the scenes.<\/p>\n<p><strong>What are some other things that you think email marketers should know? Share your ideas in the comments!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Whether you\u2019re manning the email marketing fort, training a team, or looking to hire a specialist, there are some concrete skills every email marketing specialist should have. We\u2019re here to help you figure out what that list looks like, and how to get these skills. #1 Knowing How to Survey the Scene Email marketing doesn\u2019t&hellip;<\/p>\n","protected":false},"author":309,"featured_media":16867,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2171],"tags":[],"class_list":["post-9706","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beyond"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>3 Things Every Email Marketing Specialist Should Know - in<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 Things Every Email Marketing Specialist Should Know - in\" \/>\n<meta property=\"og:description\" content=\"Whether you\u2019re manning the email marketing fort, training a team, or looking to hire a specialist, there are some concrete skills every email marketing specialist should have. 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