Email Marketing Specialist
LOCATION
Not specified
QUALIFICATIONS
Bachelor's degree in marketing or business-related field, 3-5 years of experience with Adobe Marketo or similar email management systems, strong analytical skills, knowledge of HTML/CSS, email best practices, and reporting tools like Litmus and PowerBI.
RESPONSIBILITIES
Manage the email marketing platform, develop and execute email campaigns, ensure compliance with regulations, conduct A/B testing, monitor email performance metrics, and collaborate with design teams for content creation.
INDUSTRY
Aviation and Membership Organizations
SHORT DESCRIPTION
The Email Marketing Specialist will oversee EAA's email marketing strategy, manage campaigns using Adobe Marketo, and analyze performance to enhance member engagement.
SUMMARY
The Email Marketing Specialist will lead the management of EAA’s enterprise-level email marketing platform (Adobe Marketo); processes and strategy for data-driven email communication; day-to-day assembly and execution of member-focused email campaigns; and reporting of results with actionable insights for future improvements. As a critical function of EAA’s communication strategy, this role will help us achieve goals and improve member engagement in EAA and its niche segments and programs.
This role requires someone who is highly analytical, meticulously organized and driven to reach goals.
ROLES AND RESPONSIBILITIES
- Email Platform Management
- Configure Adobe Marketo to align with the organization’s email strategy and audience segmentation needs, including interests, account settings, user roles, and permissions, partnering with IT as necessary.
- Identify and resolve issues related to email marketing rendering, deliverability, and other technical aspects to ensure optimal email performance.
- Maintain a good sender reputation by managing IP addresses, authentication protocols (SPF, DKIM, DMARC), and ensuring compliance with best practices.
- Stay updated on new features and updates released by email marketing platform, implementing them to enhance the platform’s capabilities.
- Maintain accurate and up-to-date processes of opt-out requests within the email marketing database.
- Email Process and Strategy
- Plan and maintain the email schedule and manage the execution of holistic organizational email strategy and campaigns, including promotional emails, re-engagement, newsletters, transactional emails, and complex workflows for triggered/nurture campaigns.
- Ensure compatibility of HTML and CSS code with major email clients such as Outlook, Gmail, Yahoo Mail, and Apple Mail.
- Understand the basics of CAN-SPAM and GDPR regulations, how they impact email marketing, and how EAA can best comply with these standards while simultaneously maximizing email marketing effectiveness.
- Design and conduct A/B tests; analyze test results to identify winning variations and apply insights to future campaigns to continually improve email performance.
- Collaborate with the marketing services and design teams to ensure that email content is engaging, relevant, and visually appealing and offer suggestions for new opportunities.
- Monitor the competitive landscape, stay current on industry trends, suggest digital marketing program enhancements.
- Email Creation and Execution
- In conjunction with creative design team, develop, manage, and customize, with HTML and CSS, a library of reusable mobile-friendly assets.
- Add content into EAAs content management system as needed to support links in emails.
- Personalize emails using tokens and dynamic content blocks.
- Use UTM tracking codes on all email links for trackability.
- Monitor deliverability by performing regular spam checks and using Litmus to test email rendering across various email clients.
- Route email drafts with internal stakeholders for proofing, review, and changes.
- Plan and schedule email sends to optimize open and click-through rates based on audience behavior and preferences.
- Reporting, Insights, and Recommendations
- Track key performance indicators, such as open rates, click-through rates, conversion rates, bounce rates and unsubscribe rates. Compare email performance against industry benchmarks and internal trends to gauge successes and identify actionable insights and recommendations for improvement.
- Develop summary and detail reports for overall channel and individual email performance using visual reporting tools such as Looker Studio or Microsoft PowerBI.
- Supply stakeholders with relevant analytics, dashboards, and reporting.
- Other
- Embrace and support the EAA mission and perform safe practices in the workplace and aviation environment.
- All other duties as assigned
MINIMUM QUALIFICATIONS
- Bachelor's degree from a four-year college or university in marketing and/or a business-related field. A combination of education and experience will be considered.
- Minimum of 3-5 years of experience using and administering Adobe Marketo Engage or other equivalent enterprise-level email management system. Experience organizing and managing programs, campaigns, operational emails, promotional emails, triggered emails, forms, landing pages, email personalization, audience segmentation, A/B testing, and Design Studio templates in Adobe Marketo.
- Minimum 3-5 years of experience and knowledge of HTML; CSS; database and email list management and hygiene; email best practices for cross-channel marketing; spam filtering; email marketing regulations; and email marketing trends and best practices.
- Strong analytical skills with 3-5 years of experience using reporting tools such as Litmus and Looker Studio or Microsoft PowerBI.
- Ability to meet the demands of multiple projects and deadlines effectively with minimal supervision.
- Highly developed interpersonal communication skills, including presentation skills.
- Excellent organizational skills, attention to detail, and copy writing and editing skills.
- Proficient with Microsoft Office Suite or related software.
PREFERRED QUALIFICATIONS
- Experience with content management systems such as Sitecore, WordPress, etc.
- Experience with predictive email content and AI for emails.
- Experience using Asana or other project management system.
- Experience using Photoshop or other photo editing software.
- Experience with webinar/webcast platforms.
PHYSICAL REQUIREMENTS
Typical office setting. Exerting up to 10 pounds of force occasionally, and/or a negligible amount of force frequently or constantly to lift, carry, push, pull or otherwise move objects, including the human body. Sedentary work involves sitting most of the time. Jobs are sedentary if walking and standing are required only occasionally, and all other sedentary criteria are met.
Preparation for AirVenture or other events may require lifting up to 50 pounds occasionally, standing and walking for extended periods of time while bending, squatting, kneeling, twisting, and push and pull motions.
EEO STATEMENT
EAA provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state, or local laws.
This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training.
OTHER DUTIES
Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.
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