We know we're not telling you anything new when we say that email marketing is its own special beast, requiring a special type of professional to really get it right. That's why we're looking for you, not for just anybody, to head up the function at this well-known high-flyer of a retailer. If email content strategy, A/B testing, list segmentation, optimum scheduling, analytics, and performance reporting are where your head and heart are at, we definitely want you tuned into this one.
You're coming on board as part of a broad overhaul of the marketing function at this company, so there'll be plenty of room to institute new best practices and innovative ways of improving processes, including making recommendations on integrating email communications with other aspects of the marketing operation. With that auspicious backdrop behind you, you'll dig in on all kinds of email marketing initiatives to segment your audiences, acquire new users, and retain existing ones. Always on your mind will be the goals of keeping users engaged and increasing open rates.
Pulling on your experience of blending art and science in this space, you'll approach each campaign by first setting out your goals, targets, and metrics, and establishing A/B testing formats for templates, subject lines, and landing pages. You'll infuse every campaign with highly creative, compelling, and effective content free of typos, broken links, inaccuracies, and improper HTML coding. Post-launch, you'll deploy a robust set of analytical tools to measure engagement and overall effectiveness of the campaign.
You relish the special challenges and advantages of the email channel, having selected the niche because of its fit with your own talents and personality. Managing multiple concurrent lead-generation campaigns is nothing new to you. You've got the whole thing down pat: content strategies, goal-setting, design, A/B testing, deliverability, list segmentation, analytics, list pulling, list hygiene, performance management, and both automated and event-triggered programs. During the years you've spent working in the specialty, you've become fully conversant in email marketing compliance and laws (including CAN-SPAM) and have been exposed to multiple ESPs such as SailThru, Yesmail, CheetahMail, and Adestra, as well as tools for dealing with delivery challenges, such as Return Path. Also on the technical side, you're completely comfortable configuring enterprise CRM databases.
Your vivid dreams tend to feature increased open rates, and you strive toward making them reality by learning everything you can about your audience and leveraging analytics (Google, Excel) to track, measure, and figure out what works and what doesn't.
Inside Skinny
Really, be ready to join a fresh roster of talented people, all of whom have collaboration and innovation on their minds — in other words, this isn't a gig for someone who wants to hunker down in a silo at a place where things are settled and static.
Net Net
This role will be perfect for a well-rounded email beast who has every aspect of the work nailed down and wants to see what the function can do at a supportive company that's as excited as you are to make it sing.
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