Email Marketer
What if you could turn a single subject line into thousands of clicks — and a few carefully chosen words into serious revenue?
Email marketing is one of the most powerful tools in the digital world — and brands need sharp, strategic minds to make the most of it. As an email marketer, you're not just sending messages — you’re building relationships, sparking action, and shaping the voice of a brand.
You’ll work with exciting products, passionate audiences, and creative teams across industries — from fast-growing startups to global names. It’s a perfect mix of writing, psychology, design, and data — ideal for anyone who loves understanding people and making things work.
And the opportunities? Endless. You could work in-house at your dream company, go freelance and travel the world, niche down into automation or CRM strategy, or launch your own business helping others grow theirs. With email consistently delivering one of the highest returns on investment in marketing, your skills will always be in demand.
You'll be the person behind the campaigns people actually read. The one helping customers discover what they love. The one businesses can’t do without.
There’s no degree required — just a smart, curious mind and a willingness to learn. Most successful email marketers are self-taught or started from roles in writing, design, or digital.
If you’re looking for a creative, flexible, high-impact career — this might just be your best click yet.
Summary
Email marketers craft and deliver smart, engaging campaigns that land directly in people’s inboxes — and inspire action. It’s a creative-meets-technical role that mixes copywriting, design, behavioural insight, and performance analytics.
In a typical day, you might be writing catchy subject lines, segmenting an audience for a product launch, designing a layout, or testing which message drives more clicks. You’ll work closely with marketing and design teams, and use tools like Mailchimp, Klaviyo, or HubSpot to track how your work performs in real-time.
If you enjoy writing, analysing data, and thinking about what makes people click, this career offers both creativity and structure. It’s rewarding, fast-paced, and constantly evolving — perfect for those who love both strategy and storytelling.
This role is in high demand, especially with the rise of ecommerce, newsletters, and customer-first brands. Businesses rely on email to build trust and drive conversions — and they need professionals who know how to make every message count.
No formal qualifications are needed. Many email marketers learn through online courses, free resources, and hands-on experience. If you’ve got a great portfolio or examples of your work, that speaks louder than a degree.
This is a career where you can be creative, strategic, and completely in control of your future. If you’re looking for work that’s flexible, impactful, and always evolving — email marketing could be your next big move.
This is a career where you can be creative, strategic, and completely in control of your future. If you’re looking for work that’s flexible, impactful, and always evolving — email marketing could be your next big move.
Responsibilities
As an Email Marketer, your role is to create campaigns that connect, convert, and keep customers engaged. You’ll be the voice in the inbox—crafting strategic emails that deliver results and build long-term brand relationships.
Plan and Execute Email Campaigns Develop and deliver engaging email campaigns that align with brand objectives and marketing goals. From one-off sends to automated sequences, you’ll create emails that inspire action and generate measurable results.
Write Compelling Email Copy Craft persuasive subject lines, preview text, and body copy that resonates with different audiences. Use storytelling, tone, and clarity to connect with subscribers and drive engagement.
Design and Build Email Templates Create visually appealing and mobile-friendly email layouts using templates or basic HTML/CSS. Ensure each email reflects brand aesthetics while being clear, accessible, and easy to navigate.
Segment and Manage Email Lists Maintain and grow subscriber databases. Segment audiences based on behaviour, interests, or lifecycle stage to deliver more personalised, relevant content.
Set Up Automation and Workflows Build automated email journeys such as welcome series, abandoned cart reminders, re-engagement campaigns, and post-purchase follow-ups using platforms like Klaviyo or Mailchimp.
Track and Optimise Campaign Performance Monitor open rates, click-throughs, conversions, and unsubscribe rates. Use A/B testing and performance data to improve subject lines, content, timing, and targeting.
Collaborate Across Teams Work closely with content creators, designers, sales teams, and brand managers to ensure your emails align with wider campaigns and messaging strategies.
Stay Updated on Trends and Best Practices Keep up with email marketing trends, privacy regulations (like GDPR), and platform updates. Continuously improve your approach to stay ahead of industry changes and audience expectations.
Key Skills & Traits
To succeed as an Email Marketer, you’ll need a mix of creative flair, analytical thinking, and technical know-how. It’s a role that demands both a sharp eye for detail and a big-picture mindset—balancing storytelling with strategy, and intuition with data.
Whether you’re crafting a compelling subject line or setting up complex automation workflows, these are the skills and traits that will set you apart.
Email Copywriting
Write engaging subject lines, preview text, and body copy that speak directly to your audience. A great email marketer knows how to inspire action with just a few words.
Email Marketing Tools
Be proficient in platforms like Mailchimp, Klaviyo, HubSpot, or ConvertKit. These tools are essential for building, automating, and tracking campaigns.
Collaboration & Communication
Work effectively with content teams, designers, sales teams, or clients to align messaging and strategy. Being able to explain your ideas and take feedback well is crucial.
Strategic Thinking
Understand how email fits into the wider customer journey. Successful email marketers think beyond a single send—they build systems that guide users through a funnel.
Data Analysis & Optimisation
Interpret metrics like open rates, click-through rates, and conversions to refine your approach. Knowing how to test, track, and tweak campaigns is key to long-term success.
Basic Design & Layout Skills
Design emails that are visually appealing, mobile-friendly, and easy to navigate. While you don’t need to be a graphic designer, understanding layout principles and email-friendly design goes a long way.
Adaptability & Willingness to Learn
Email marketing platforms, audience behaviour, and algorithms are always evolving. Staying ahead of the curve will keep your campaigns fresh and effective.
Audience Segmentation & Targeting
Divide your email lists based on user behaviour, interests, or lifecycle stage to deliver more relevant, high-converting content.
Compliance Knowledge (e.g., GDPR)
Ensure every campaign follows legal and ethical guidelines for email marketing, including opt-ins, unsubscribe links, and privacy regulations.
Problem-Solving & Critical Thinking
When a campaign underperforms or deliverability drops, you need to troubleshoot quickly and find creative solutions.
Education & Qualifications
Anyone can become an Email Marketer—no formal degree required! While some employers may value qualifications in marketing, communications, or business, what truly matters is your ability to craft compelling messages, understand your audience, and drive results. Many top Email Marketers started with nothing but curiosity, a laptop, and the willingness to learn how to write emails that convert.
Success in this industry is built on performance, not just credentials. A strong portfolio—showcasing email campaigns you’ve written, automated sequences you’ve built, and measurable results—will go much further than a degree. Whether you’re freelancing, job hunting, or building your own brand, results and strategy speak louder than qualifications.
Lifestyle
Email marketing offers a flexible, creative career path with a range of lifestyle options. Whether you prefer working remotely, joining a fast-paced agency, or freelancing with your own clients, this role can adapt to your personal and professional goals. Most of the work is independent and self-directed, but you’ll also collaborate with teams or clients depending on the setting. It’s a career that offers stable earning potential, a standard holiday allowance in salaried roles, and freedom in freelance positions to build the lifestyle you want.
90%
Remote SuitedEmail marketing is highly remote-friendly, with most tasks able to be completed from anywhere with a laptop and internet connection.
35%
StressfulThe role is generally low-stress, though tight deadlines and last-minute campaign changes can occasionally add pressure.
85%
Work Life BlanceMost Email Marketers enjoy good work-life balance, especially in remote or freelance roles with flexible hours.
Professionals rate this role highly for its mix of creativity, autonomy, and visible results from well-performing campaigns.
38/hrs
WeeklyMost full-time roles follow standard workweeks, though hours may vary slightly depending on campaign cycles or freelance workload.
Salary Data
Freelancers, contractors, and business owners in email marketing can earn anywhere from £150 to £500+ per campaign, depending on the scope of work, industry, and level of experience. Hourly rates typically range from £30 to £60, while seasoned specialists offering full-service strategy and automation may charge £300+ per day. Those who build a strong client base or run their own agency can scale their income significantly by managing multiple campaigns or offering retainer-based services.
£23,000
Entry
£40,000
Average
£60,000
Senior
Career Path
A career in email marketing offers multiple entry points and plenty of room for growth—whether you’re starting with a marketing degree, pivoting from another role, or learning the ropes through self-study and real-world projects. Success in this field is driven by your ability to get results, adapt quickly, and stay ahead of changing digital trends. With the right mix of creativity, technical skill, and strategic thinking, email marketing can lead to a variety of exciting opportunities.
Entry-Level Role: Email Marketing Assistant
Most professionals begin their journey as an Email Marketing Assistant or Junior Email Marketer. In this role, you’ll support campaign execution, write basic email copy, manage subscriber lists, and assist with performance reporting. You’ll also gain hands-on experience with tools like Mailchimp, HubSpot, or Klaviyo. This stage is all about building foundational skills—copywriting, segmentation, analytics, and understanding how email fits into broader marketing strategies.
Mid-Level Role: Email Marketing Executive / Specialist
With 1–5 years of experience, many progress to the role of Email Marketing Executive, Specialist, or Coordinator. Here, you’ll take ownership of campaigns, design automated workflows, run A/B tests, and analyse performance data to optimise results. You may begin to specialise in e-commerce, B2B, or CRM strategy depending on the company. At this stage, you’ll often collaborate more with design, sales, and content teams, and may mentor junior team members or oversee freelancers.
Senior Role: Email Marketing Manager / CRM Manager
After 5+ years, you could move into a Senior Email Marketer, Email Marketing Manager, or CRM Manager position. You’ll lead strategy, oversee multiple campaigns, manage teams, and make high-level decisions about customer journeys and lifecycle marketing. You’ll likely work cross-functionally with leadership and product teams, and take responsibility for overall performance, retention, and revenue driven by email. Strong project management, leadership, and data analysis skills are key at this level.
Further Career Moves
Email marketing can lead to a variety of specialised or senior positions depending on your strengths and interests. You might:
- Move into a Head of CRM, Lifecycle Marketing Manager, or Retention Lead role
- Transition into Digital Marketing Manager, Growth Marketing, or Head of Marketing positions
- Become a freelancer, consultant, or start your own agency
- Branch into related areas like content strategy, automation, or customer experience (CX)
Whether you want to climb the ladder within a company or build your own business, email marketing offers the flexibility and scalability to shape a career that fits your goals.
History of the Profession
Email marketing has come a long way from its humble beginnings as a simple digital message. What started as a bold experiment in mass communication has grown into one of the most powerful and data-driven channels in modern marketing. Over the decades, the role of the Email Marketer has evolved alongside new technologies, regulations, and consumer expectations—shifting from bulk sends to highly personalised, strategic campaigns. This timeline explores how the profession took shape, the milestones that defined it, and where it's heading next.
Reviews
Here are some insights from professionals working as Email Marketer to help you decide if this career is right for you.
From Graduate to Email Marketing Manager: A Rewarding Journey
Emma
After completing my degree in Marketing, I secured a role as an Email Marketing Assistant at a mid-sized e-commerce company. Over four years, I progressed to Email Marketing Manager. I enjoy crafting campaigns that resonate with our audience and analysing data to refine our strategies. The fast-paced environment keeps me engaged, though meeting tight deadlines can be challenging. For those considering this career, I recommend developing strong analytical skills and staying updated with industry trends. Building a robust portfolio of successful campaigns can significantly enhance your prospects.
💰£40,000Annual
salary
salary
💼38Weekly hours
🏝️80%Remote suited
🤷♀️60%Stressful
⚖️70%Work life balance
Freelancing in Email Marketing: Flexibility and Variety
James
Transitioning to freelance email marketing has allowed me to work with diverse clients across industries. I appreciate the flexibility and variety, though managing multiple projects and clients can be demanding. Effective time management and clear communication are essential for success in this path.
💰£40,000Annual
salary
salary
💼35Weekly hours
🏝️100%Remote suited
🤷♀️50%Stressful
⚖️75%Work life balance
Balancing Creativity and Analysis in Email Marketing
Sophie
As an Email Marketing Specialist in a large retail firm, I enjoy blending creativity with data analysis to drive customer engagement. The role offers opportunities to innovate, though staying abreast of evolving technologies and best practices is crucial.
💰£32,000Annual
salary
salary
💼38Weekly hours
🏝️70%Remote suited
🤷♀️55%Stressful
⚖️65%Work life balance
Similar Careers
The following careers are similar to a Email Marketer:
Specialisms
Email marketing is a versatile field with a variety of specialisms to suit different strengths, interests, and career goals. Whether you love writing compelling copy, diving into performance data, or building automated customer journeys, there’s a niche for you. As you grow in your career, you may choose to specialise in one area or combine skills across several to become a well-rounded expert.
Regulatory Bodies
Email marketing is a powerful tool—but with that power comes responsibility. In the UK, email marketers must follow strict laws and ethical guidelines to protect consumer privacy, ensure transparency, and maintain trust. While there’s no single regulatory body for the profession, several key organisations oversee the rules that govern how email marketing is carried out. From data protection to advertising standards, staying compliant isn’t just good practice—it’s essential.