The Email Marketing Specialist is responsible for planning, writing, executing, and optimizing email campaigns that engage KnowledgeCity's target audiences and convert qualified prospects into sales opportunities. This role owns campaign strategy and copy, provides clear creative direction to the design team, sets up and maintains the technical email infrastructure, and uses performance data to improve engagement, conversion, and SQL generation.
Position Overview:
This is a hands-on role responsible for the full email campaign lifecycle, from audience segmentation, campaign planning, messaging, design briefs, and technical infrastructure setup through launch, testing, reporting, and optimization. The Email Marketing Specialist will collaborate with Demand Generation, Content, Design, Revenue Operations, and Sales to build targeted email programs for HR, L&D, and business decision-makers. Success in this role will be measured by the quality of campaign execution and the ability to turn email engagement into MQLs, SQLs, and qualified pipeline.
Responsibilities:
- Own the email marketing strategy, campaign calendar, and execution plan for demand generation, product campaigns, content promotion, events, lead nurture, and re-engagement programs.
- Develop a clear plan for each campaign, including the objective, target audience, offer, message, call to action, cadence, workflow, timeline, and conversion path.
- Write clear, persuasive, and conversion-focused email copy, including subject lines, preview text, body copy, calls to action, follow-up messages, and nurture sequences.
- Develop automated nurture programs that move prospects through the funnel based on lifecycle stage, behavior, engagement, interests, and demonstrated intent.
- Segment audiences by persona, industry, company size, region, lifecycle stage, engagement level, and other relevant criteria to improve message relevance and campaign performance.
- Provide the design team with detailed creative briefs, content hierarchy, references, and direction for email layouts, campaign visuals, and supporting assets.
- Review email designs and proofs to ensure they are on-brand, visually clear, responsive, accessible, conversion-focused, and aligned with the campaign objective.
- Set up and maintain the technical email infrastructure, including email platform configuration, sending domains and subdomains, sender identities, tracking domains, and DNS authentication records such as SPF, DKIM, and DMARC.
- Configure and monitor integrations between the email marketing platform, CRM, website forms, landing pages, analytics tools, lead routing, and reporting systems, and troubleshoot data synchronization, tracking, and campaign delivery issues.
- Build, schedule, and launch campaigns in the email marketing platform, including lists, workflows, personalization, tracking parameters, links, suppression rules, and final quality assurance.
- Plan and run A/B tests across subject lines, preview text, copy, calls to action, design treatments, offers, audiences, send times, and campaign cadence.
- Track and analyze deliverability, bounce rate, spam complaints, unsubscribe rate, open rate, click-through rate, click-to-open rate, replies, landing-page conversions, leads, MQLs, SQLs, and pipeline contribution.
- Create weekly and monthly campaign reports that explain performance, identify trends and issues, and recommend specific actions to improve results.
- Continuously optimize campaigns to increase qualified conversions and SQL generation, rather than focusing only on top-of-funnel engagement metrics.
- Partner with Revenue Operations and Sales to align lead scoring, lifecycle stages, routing, attribution, follow-up expectations, and the definition and tracking of email-generated SQLs.
- Maintain email deliverability and database health through list hygiene, suppression management, engagement monitoring, domain and IP warm-up, sender reputation practices, authentication monitoring, and appropriate contact frequency.
- Ensure campaigns follow applicable email marketing, privacy, consent, and unsubscribe requirements, including CAN-SPAM and other relevant regulations.
- Document campaign processes, testing results, performance benchmarks, templates, and proven practices so successful programs can be repeated and scaled.
Required Experience and Skills:
- 3+ years of experience in B2B email marketing, lifecycle marketing, demand generation, marketing automation, or a closely related role.
- Demonstrated experience planning and executing email campaigns that generate qualified leads, MQLs, SQLs, and sales pipeline.
- Strong copywriting and editing skills with the ability to write persuasive, audience-specific email content that drives action.
- Hands-on experience with email marketing and marketing automation platforms, along with CRM-based campaign tracking and reporting.
- Hands-on experience setting up and maintaining email infrastructure, including sending domains, DNS records, SPF, DKIM, DMARC, tracking domains, sender identities, and deliverability monitoring.
- Experience configuring and troubleshooting integrations between email platforms, CRM systems, website forms, landing pages, analytics tools, and lead management workflows.
- Strong understanding of audience segmentation, lead nurture, lifecycle stages, lead scoring, personalization, automation, and conversion paths.
- Ability to analyze campaign and funnel performance, identify the reasons behind results, and turn findings into practical improvements.
- Working knowledge of email deliverability, sender reputation, list hygiene, consent management, and email compliance requirements.
- Strong visual judgment and an understanding of responsive email design, content hierarchy, accessibility, and conversion-focused layouts.
- Ability to provide clear creative direction and collaborate effectively with graphic designers, content teams, Revenue Operations, and Sales.
- Excellent project management and organizational skills with the ability to manage multiple campaigns, deadlines, dependencies, and review cycles.
- High attention to detail and a disciplined quality assurance process for copy, links, personalization, audience rules, tracking, and campaign setup.
- Experience in B2B SaaS, eLearning, HR technology, or workforce development is preferred. Basic HTML and CSS knowledge for email is also beneficial.