Email Marketing Specialist

Job Description

The Email Marketing Specialist is a vital member of the university marketing team responsible for spearheading content creation and assisting with the maintenance and analytics reporting for prospective student email communication flows, SMS communications, e-newsletters and one-off enrollment email communications.

The Email Marketing Specialist will work closely with the Digital Marketing Coordinator and Director of Digital Strategy to lead the development of high-quality content for email campaigns. They will craft new content, conduct content refreshes, and ensure messaging adheres to AP style guidelines, embodies the voice of Embry-Riddle Aeronautical University and aligns with email best practices. Additionally, they will develop timelines and concepts, determine topics and build documentation and analytics reports for communication flows.

The Email Marketing Specialist works independently to create compelling static and dynamic content tailored to a variety of prospective student audiences, including upcoming college students, adult learners, transfer students, international students, military personnel and more. Exceptional writing and editing skills, along with the ability to craft engaging messaging, are key to success in this role.

The Specialist interfaces with a variety of university stakeholders to ensure materials meet university needs, including academic college deans, program chairs/coordinators and university leadership.

They monitor and analyze communication flows, make appropriate changes to content when approved and help to streamline processes for email documentation and overall consistency whenever possible. The Specialist possesses strong analytical and data interpretation skills, allowing them to investigate anomalies in performance metrics, determine root causes for under-performing campaigns and make appropriate enhancements and changes to increase the ROI of marketing efforts. The Specialist exercises independent judgment to resolve issues related to the university's email communication flows.

The Email Marketing Specialist is responsible for building and executing email automations and journeys within the university's cloud-based email marketing platform (Marketing Cloud) utilizing Content Builder and Email Studio. Additionally, the Specialist performs audits of email sends to identify and resolve issues related to audience performance. The Specialist will also conduct email testing prior to deployment utilizing the Litmus cloud-based solution.

The Email Marketing Specialist is expected to have a solid marketing and communications background, with demonstrated expertise in content writing, AP style and email marketing best practices. Proficiency in Salesforce, Marketing Cloud, and Microsoft Applications is required; experience with HTML and AMPscript is preferred. The Specialist is expected to stay up to date on current trends and best practices related to email marketing as well as ensure our communications align with CAN-SPAM and GDPR legal requirements.

• Writes static and dynamic content (that adheres to AP style guidelines) for a variety of prospective student audiences including upcoming college students, adult learners, transfer students, international students, military and more.
• Conducts content audits and makes necessary updates/refreshes to ensure content is engaging, relevant and contains accurate facts.
• Builds email templates (using HTML and AMPscript) and executes email automations/journeys within the university's cloud-based email marketing platform (Marketing Cloud) utilizing Content Builder and Content Blocks.
• Tests emails prior to deployment utilizing the Litmus cloud-based solution and makes necessary changes to ensure communications adhere to CAN-SPAM and GDPR legal requirements.
• Monitors and analyzes communication flows, makes appropriate changes to content or email design when approved and helps to streamline processes for email documentation and overall consistency whenever possible.
• Investigates anomalies in performance metrics, determine root causes for under-performing campaigns and make appropriate enhancements and changes to increase the ROI of marketing efforts.
• Interfaces with a variety of university stakeholders to ensure materials meet university needs, including academic college deans, program chairs/coordinators, and university leadership.
• Utilizes insights and feedback from these interactions to develop timelines and concepts, determine topics.
• Pulls latest test versions of emails in prospective communication flows and catalogs PDF copies in our Sharepoint for future reference.
• Reorganizes email documentation and streamlines nomenclature across internal documents in Sharepoint and in Marketing Cloud/TargetX.
• Other duties as assigned.

Qualifications

• Bachelor's degree in Marketing, Communications or related field.
• 3-5 years of work related experiences in creative, marketing, or email marketing.
• Demonstrated expertise in writing and editing engaging static and dynamic email content, with exceptional attention to detail and adherence to AP style guidelines.
• Proficient in creating email templates, building and scheduling automations and developing journeys within Marketing Cloud.
• Strong technical and data interpretation skills with experience analyzing key performance metrics for email campaigns and auditing emails to determine audience performance.
• Well-versed in email marketing best-practices and CAN-SPAM and GDPR legal requirements.
• Experienced with cloud-based marketing systems like Salesforce and Marketing Cloud and working knowledge of all Microsoft programs including Excel, Word, PowerPoint, Outlook.
• Ability to make sound editorial decisions and judgment calls based on prospective student recruitment life cycle as well as university policies and goals.
• Excellent interpersonal skills and the ability to interact with key university stakeholders, administration, staff, students and alumni.
• Ability to think outside of the box and be innovative and not limited by existing methods and procedures.
• Independent worker and self-starter who can successfully perform in a collaborative team environment.
• Highly organized, deadline-oriented and skilled communicator. Must possess a professional attitude, positive spirit and provide excellent customer service to co-workers, staff and other constituents.
• Strong grasp and understanding of principles of writing and report preparation; spelling, grammar and punctuation.
• Self-motivated but able to seek guidance and direction as necessary.