Email Marketing Specialist

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.

• 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…