Skill Profile
Email Marketing
"The observable action of planning, writing, segmenting, and sending targeted email campaigns to defined audiences in order to achieve measurable outcomes such as conversions, engagement, or retention."
YOUR SKILLS
Problems This Skill Solves
- Marketing messages sent to all subscribers regardless of behaviour or interest, leading to low engagement rates and high unsubscribes
- Leads generated by sales or marketing teams left unworked because there is no automated nurture sequence to move them towards purchase
- Customer churn going unaddressed because there is no re-engagement programme for lapsed buyers or dormant subscribers
- Revenue left on the table because post-purchase upsell, cross-sell, and loyalty sequences are not in place
Tools Used
Roles That Use This Skill
1 total · 1 industryThis skill is concentrated in one industry.
Marketing / E-commerce / Media
"Email is a dying channel — social media has replaced it."
Email consistently outperforms social media on ROI metrics for direct marketing — typical benchmarks put email ROI at £35–42 per £1 spent. Unlike social media, email gives organisations direct access to their audience without algorithmic mediation. While social media has grown for brand awareness, email remains the primary driver of e-commerce conversions, lead nurturing, and customer retention. For owned audience communication, email is one of the highest-value digital marketing investments available.
Research & Outlook
Email marketing is evolving significantly with increasing privacy restrictions (Apple Mail Privacy Protection removing open rate tracking reliability, GDPR tightening consent requirements) and the rise of AI-assisted personalisation and copy generation. Click and conversion metrics are replacing open rates as primary KPIs. Hyper-personalisation, dynamic content blocks, and predictive send-time optimisation are becoming table-stakes capabilities. Despite the rise of messaging apps and social channels, email lists remain a valuable owned asset for organisations across all sectors.
See This Skill In Action
Watch a professional demonstrate Email Marketing in a real working environment — what it looks like, how it's applied, and why it matters.
Marketing / Digital
Email Marketing
Also Known As
Growth Path
Can create and send a broadcast email campaign using an ESP — writing subject line and body copy, selecting a list, scheduling send time, and reviewing basic open and click metrics. Understands the legal requirements of email marketing (GDPR consent, unsubscribe mechanism, sender identification).
Builds segmented campaigns and automated flows (welcome series, abandoned cart, post-purchase) using behavioural triggers. Runs structured A/B tests, interprets results correctly, and iterates based on data. Manages sender reputation and deliverability, including list hygiene and bounce management. Reports on campaign ROI with accurate attribution.
Designs and owns the full lifecycle email strategy for an organisation — acquisition, onboarding, nurture, retention, and win-back — integrated with CRM, CMS, and e-commerce data. Leads cross-functional deliverability improvement projects. Builds predictive segmentation models using behavioural and transactional data. Manages email platform migration and technical implementation.
How to Practise
- 1.Set up a free Mailchimp account and build a three-email welcome sequence for a hypothetical product — write subject lines, body copy, and CTAs, then A/B test two subject line variants.
- 2.Audit an existing email list by calculating open rate, click-through rate, and unsubscribe rate by campaign type to identify which content drives the most engagement.
- 3.Build a segmented campaign targeting three different audience groups (e.g. new subscribers, lapsed customers, VIP buyers) with distinct messaging for each.
- 4.Complete the HubSpot Email Marketing Certification (free, online) to learn fundamental campaign strategy, deliverability, and automation concepts.
How to Prove
- ·Email campaign performance report showing open rates, click rates, and revenue attribution for a campaign you planned and executed end-to-end
- ·A/B test results demonstrating a statistically significant improvement in a key metric (e.g. +18% open rate from subject line test) with documented methodology
- ·Automated email flow (welcome series, abandoned cart, re-engagement) built and live in an ESP, with performance metrics documented over a 90-day period
- ·HubSpot, Klaviyo, or Mailchimp platform certification, or Google Analytics certification demonstrating email attribution competency