7 Key Email Marketing Manager Roles: New Guide

I have been working as an email marketing manager for 7 years now.

I learned email marketing under Anik Singal, CEO of Lurn.

And a well-known digital marketing expert.

👉 In this article...

I reveal the 7 key roles of an email marketing manager that turn a brand's email list into a sales machine.

The first role is vital.

Without it, you can persuade your subscribers to purchase.

So, pay attention carefully.

Let's get started...

The primary role of a professional email marketing manager is to craft persuasive email copy that encourages subscribers to take action.

Generally, there are 4 types of emails:

Email marketing managers write engaging informational email copy to educate email subscribers...

and help them learn something, thereby boosting their knowledge. 

Informational emails help you build a strong relationship with your email subscribers.

Because it helps you to provide valuable content, which allows the subscribers to think of you as a value provider, which gives you credibility and trust.

I send educational emails to my email lists 2 or 3 times per week.

I seek the latest news on Google Search and share it with them.

Email marketing managers write persuasive promotional email copy to promote a specific product or service to their email list. 

There are different types of promotional emails, such as...

The secret to a high-converting promotional email is writing persuasive copy, such as using

1. Powerful words

2. Emotional trigger techniques

3. And social proof

I follow the AIDA formula for writing my promotional emails. Because it speeds up my writing and structures my content. 

AIDA stands for attention, interest, desire, and action.

I suggest watching the video below to discover how to write persuasive email copy using the AIDA formula to boost sales and conversions.

Email marketing managers write engaging story emails to build relationships and emotional connections with email subscribers.

Story emails involve telling stories about your...

1. Brand

2. Product

3. Service

4. Customers

5. Achievements

6. And even your personality

When you share the success story of a satisfied customer with your target audience, they start to believe in the quality of your product or service. 

Additionally, their confidence will grow, encouraging them to click the link in your email and buy the offer.

Watch the video above to master the art of writing email copy.

It teaches you the advanced techniques to craft an engaging email to persuade the reader to take action quickly.

What is an opt-in page? 

It’s a webpage used to collect people’s email addresses. 

An opt-in page serves as the gateway to lead generation, allowing email marketers to legally build their email lists.

Here are the 5 parts of an opt-in page:

The most important part of an opt-in page is the headline.

It’s the first thing that grabs people’s attention and encourages them to opt in and join your email list. 

Email marketing managers create persuasive headline copy using power words, headline formulas, and benefit-driven messages to motivate them to take action. 

The key to creating a high-converting opt-in page goes beyond just having a great headline.

Email marketing professionals offer freebies (lead magnets), such as an ebook or video training, to boost the opt-in page conversion rate.

What are automated emails? 

It’s a series of emails that can be sent automatically to subscribers based on the specified date and time.

It’s also called an email follow-up series. 

It can be one email or more; it depends on you and your offer.

Systeme.io is advanced email marketing software that helps you to create email automations and manage 2,000 email contacts for free.

Here are 5 types of automated emails:

I created 10 automated email follow-ups in my autoresponder for those who sign up for my lead magnet on my blog. 

I allocate 7 educational emails to teach my subscribers and 3 promotional emails to promote my offer to them.

In the first email, I welcome them and provide them with the lead magnet that they subscribed to. 

Then I introduce myself briefly.

Here is the sample of my welcome email…

I never promote anything for the first few days. 

Because subscribers are new to my brand, and they don’t trust me to purchase anything immediately. 

It takes a little bit of time to build a relationship with them.

That’s why I allocate 5-7 emails for providing value and building relationships.

After defining the goal, the email marketing manager begins to create the email series in the autoresponder one by one. 

Each email follow-up series is connected to the other and encourages the subscribers to read all the emails, from start to end. 

Simply put, email automations act like a TV series. 

One episode leads to the next one. 

For example...

In the first email, you introduce the product. 

In the second email, you tell a success story about the product. 

And in the third email, you mention the big benefit of the product. 

You should create an open loop at the end of each email and tell them what to expect in the next email—something amazing. 

If you want to master how to write a persuasive email follow-up series, read this article right now.

After finishing writing an engaging email automation series, an email marketing pro starts to test the email.

Testing begins with sending the written email to 1 or 2 separate email addresses to see where the email will land:

the inbox, promotions tab, or spam filter.

If the email lands in the spam or promotion box, the email marketing manager tries to change the subject line or a few sentences of the email copy, then tests the email again until it lands in the inbox.

However, Gmail allocated the promotions tab for marketing purposes, but email marketing pros focus more on the primary tab. 

Because most people pay more attention to their primary tab (inbox) than the promotions tab, as the latter is specified for marketing emails that look like sales to them. 

Therefore, no one wants to receive sales emails all the time.

After completing the writing of the email sequences, the email marketing manager begins to set specific dates and times for each email. 

This allows the autoresponder to send the emails based on the predetermined time and date automatically. 

Moreover, email marketing managers use email automation tags, which send the automated emails based on specific actions, such as 

For example,

5 out of 100 subscribers purchase your product in the email automation series;

Therefore, the email marketing manager may put these people into a “buyers list.”

What is Lead Generation?

Lead generation is the process of collecting people's email addresses through various platforms such as

1. Opt-in pages

2. Landing pages

3. Blogs, or websites

In marketing, a "lead" refers to a potential customer.

Email marketing managers utilize different strategies to generate leads and grow their email lists.

These strategies can include both paid traffic and free sources.

Email marketing managers are also good email list managers. 

Email list management consists of

1. Segmenting the list 

2. Reviving unengaged subscribers 

3. Removing duplicate, inactive, and invalid contacts

An email marketing manager segments email lists into different groups based on

1. Geographic locations

2. Interests

3. Behavior,

4. Engagements, etc. 

Suppose you have a list of 3,000 email contacts in the mental illness niche. 

An email marketing manager may segment those who are interested in depression and anxiety into separate segments.

This helps them to boost open rates and click-through by sending the right message to the right audience.

Additionally, email marketing managers use advanced techniques to turn inactive subscribers into active ones. 

I mean those who didn’t open any email in the last 30-60 days.

Different methods are used to revive these subscribers, such as

Watch the video below to discover the hidden secrets to revive dead, inactive, and silent contacts.