Email marketing is the one to one communication a business has with its customers and prospects over email. Businesses use email marketing to segment and target specific email messages to specific groups to increase their value.
They may include drip campaigns, nurture campaigns, win back campaigns, abandoned basket campaigns and more.
An email marketing expert will segment your database and create specific email flows for different segments to increase the value from each email address.
They will analyse your database to work out what the segments should be, then set up the flows in the email platform of choice (e.g Klaviyo) to deliver the right campaign message from your content marketer to the right customer at the right time. They will also report back on the effectiveness of each campaign from open rate to click to sale and revenue.
Email marketing experts on Traktion are assessed during a multi stage evaluation process. Each evaluation covers well over 100 questions, involves an in-person interview with an approved email marketing expert, as well as reference checks.
During the 3 hour evaluation process we find out a lot of information which helps us determine if they are qualified enough to be a Traktion email marketing expert. In our evaluation we are looking to learn, amongst other things, what email platforms they use, what types of flows they've set up, what verticals they specialise in, as well as what results they have achieved.
If you have existing customers and prospects from your lead generation work, email marketing could be the key to getting the most value out of them.
Following your CMO’s strategy, email marketers use marketing consultants’ knowledge of products and customers to make mailshots that align with your branding expert’s guidance. Using expert-made graphic designs, an email marketing expert can work with a performance marketing consultant and analytics specialist to optimise their campaigns.
Email marketing experts usually price themselves based on a day rate or if just managing to set up sometimes the number of flows being created.
The day rate or cost per flow set up will depend largely on their experience, the complexity and size of the database, and duration of the project. They should be clear about what is included in costs in terms of set up content management and analysis.