OVERVIEW: Email Marketing Specialist position at MarineMax is responsible for hands-on development and execution of email marketing for store emails, promotional emails, newsletters and nurture/trigger campaigns as well as email reputation management, testing strategy, growth of the channel and maintenance of lists. He/she works independently and in partnership with another Email Marketing Specialist, the Marketing Department, and IT Department. MarineMax uses HubSpot as our email marketing tool. Experience with HubSpot is preferred but training is provided and the Email Marketing Specialist is expected to become extremely knowledgeable of the HubSpot email marketing tool and capabilities so he/she can provide recommendations for further improving our email program with this tool.
KEY TASKS:
- Hands-on development and coding of html with responsive design, pulling lists, deploying emails, and reporting and monitoring results for email all campaigns (national, promotional, store based, newsletters, product announcements, internal, etc.).
- Hands-on development and execution of autoresponders, nurture campaigns and trigger campaigns.
- Work closely with MarineMax stores and departments to schedule emails, execute emails and solicit approvals for emails as well as recommend improvements based on best practices and proven stats.
- Participate in implementation of systems, processes and procedures for email marketing.
- Provide expert knowledge in email marketing tools and resources and apply towards growing engagement within the channel.
- Maintain and improve quality of data and accessibility of data within the email marketing system, partnering with the IT Department as needed.
- Manage contact database, including list segmentation and internal and external marketing lists, as well as overall database health and sending reputation.
- Partner with Creative to develop branded email templates that leverage email best practices.
- Partner with the HubSpot CRM team to make updates to workflows, list management and more as needed for the improvement of HubSpot CRM and lead management.
- Track, report and analyze email metrics in order to provide digestible and actionable reporting to marketing team and throughout the organization.
- Leverage metrics to recommend, develop and execute testing strategies for continuous improvement of results.
- Manage and support email marketing vendors and systems.
- Support and work on all other tasks deemed necessary to the team’s success.
KEY RESULT AREAS:
- Improve open rates and click throughs on emails through improved design, testing, monitoring of results and use of best practices.
- Create and execute emails without errors, according to brand guidelines and deployed on schedule to correct list.
- Pull email lists according to job/campaign specs and provide recommendations for improving the targeting of the appropriate audience.
- Successfully implement complex and dynamic autoresponder emails to web inquires as well as nurture and trigger campaigns.
- Maintain high standards of deliverability and strong email reputation while following CAN-SPAM regulations
SKILLS AND REQUIREMENTS:
- 3 years of experience in email and web marketing.
- Expert knowledge in HTML/CSS coding for responsive templates.
- Strong knowledge of email service provider platforms (HubSpot is preferred), as well as campaign tracking tools (such as Google Analytics, email metrics) and CRM systems.
- Excellent understanding of how to target the appropriate audience for individual email campaigns.
- Strong understanding and implementation of email marketing and data quality best practices.
- Experience in designing and implementing email trigger and nurture campaigns.
- Experience implementing email, and, customer engagement strategy.
- Experience with Photoshop or other digital editing software and Dreamweaver.
- Good knowledge of MS Office including Word, Excel and PowerPoint.
- Good organization and detail skills.
