If you’ve never worked with an email marketer before, it can be hard to know what to expect. Maybe you’ve sent out a few newsletters yourself, or you’ve seen brands use email for promotions—but there’s a big difference between sending a basic message and running a well-planned email strategy. So what does an email marketer actually do? Let’s break it down.
1. Understands Your Audience
The first thing a skilled email marketer does is take time to understand who your customers are. This doesn’t just mean looking at age or location. It means digging into behavior—what your audience opens, clicks on, ignores, or unsubscribes from. They use this information to shape messages that feel relevant and personal, not generic.
2. Plans a Strategy, Not Just a Campaign
Good email marketing isn’t random. An email marketer builds a strategy based on your goals. Are you launching a product? Trying to bring back inactive customers? Building a newsletter list? Whatever the goal, they design a plan that includes what type of emails to send, how often, and what to say. It’s not just about writing emails—it’s about creating a system that supports your business.
3. Writes Clear, Purposeful Emails
One of the most visible parts of an email marketer’s job is writing. But it’s not about clever slogans or catchy phrases. The writing has to match the purpose of the message—whether it’s welcoming a new subscriber, reminding someone about an abandoned cart, or sending out a weekly update. Every word is chosen carefully to lead the reader toward a specific action, without feeling forced.
4. Designs and Tests Before Hitting “Send”
Beyond writing, email marketers also care about how the message looks. They work with designers or use tools to create layouts that are easy to read on phones, tablets, and desktops. They test different subject lines, images, and layouts to see what works best. It’s a mix of creativity and logic—because even small design tweaks can change how people respond.
5. Tracks Results and Adjusts
After an email goes out, the job isn't done. A good email marketer looks at the results: how many people opened it, clicked links, or took action. They use this data to understand what worked—and what didn’t. Then, they adjust the next emails based on that learning. Over time, this improves the results and helps your emails become more effective with less guesswork.
6. Stays Compliant and Respectful
There are laws around email marketing (like GDPR and CAN-SPAM), and a responsible email marketer knows how to follow them. This means handling customer data carefully, offering easy unsubscribe options, and not spamming people. It’s about building trust, not just getting clicks.
Hiring an email marketer isn’t just about getting someone to “send out a few emails.” It’s about working with someone who understands strategy, writing, design, data, and your audience. Whether you’re trying to grow your list, improve sales, or simply stay in touch with customers, the right person can help you do it in a way that feels natural and professional. If you're just getting started, the key is to be clear about your goals—then trust your email marketer to build a plan that gets you there.