Email Marketing & Campaigns Specialist

Department: Marketing
Level: Operational
Primary objective: Execute email and SMS campaigns that generate leads and maintain relationships with existing customers

What this role does

The Email Marketing Specialist creates visual templates, segments audiences from CRM data, launches campaigns through Marketing Planner, tracks performance, and adjusts based on data. They work directly with CRM data — no external platform exports needed.

Modules used daily

How segmentation works in CRMconnect

The key advantage of Marketing Planner: segments are built directly from CRM data — no CSV exports, no manual lists. When you send, the data is always current.

Types of segments you can build:

Monthly routine — email campaign

Week 1 — Planning

1. Marketing Campaigns → create the month's campaign:

   • Objective, audience, channel (email + SMS), budget, target KPIs
   • Link to the month's general campaign for ROI tracking

2. Email Builder → create or update the template:

   • Drag-and-drop: header with logo, content sections, CTAs, footer with unsubscribe
   • Test: image alt text, mobile version, working links
   • Save as reusable template

Week 2 — Execution

3. Marketing Planner → new campaign:

   • Select the created template
   • Build the audience segment (from CRM data)
   • Schedule date and time (Tuesday–Thursday, 10:00–11:00 — best engagement)
   • Set sending limits (if high volume → send in batches)

4. Immediately before sending → test on a real email:

   • Check display in Gmail, Outlook, mobile
   • Verify links go to correct destinations
   • Verify personalisation fields fill in correctly

Weeks 3–4 — Analytics and optimisation

5. Planner → Analytics:

   • Open rate: B2B benchmark 20–25%
   • Click-through rate (CTR): B2B benchmark 2–5%
   • Unsubscribes: below 0.2% is healthy
   • Bounces: below 2% (if higher → clean the list)

6. CRM → Leads → how many new leads came from the campaign?

7. Document results in Marketing Campaigns → performance tab

Key workflows

Workflow 1 — Monthly newsletter

Content planning (previous week)
→ Email Builder → create/update newsletter template
→ Marketing Planner → new campaign:
   Segment: all active customers
   Channel: Email
   Schedule: First Tuesday of the month, 10:00
→ Internal test on team
→ Launch → monitor in first 24h
→ At 48h → analytics: open rate, CTR, unsubscribes
→ Document results in Marketing Campaigns

Workflow 2 — Promotional SMS campaign

Limited offer (e.g. 15% discount this weekend)
→ Marketing Planner → new campaign:
   Channel: SMS
   Segment: Active customers who haven't purchased in 60 days
   Message: max 160 characters + short link
   Schedule: Friday, 12:00
→ Estimate sending cost (no. recipients × cost per SMS)
→ Confirm → launch
→ Monitor: delivery rate + conversions (leads / orders generated)

Workflow 3 — Re-engagement campaign for inactive customers

Identify customers with no interaction > 90 days
→ Segment in Planner: Last invoice > 90 days + Status = Active
→ Create a 3-email series (via MailWizz or MA):
   Email 1 (Day 1): "We miss you" — added value, no sales pressure
   Email 2 (Day 5): Exclusive offer with limited deadline
   Email 3 (Day 10): Final reminder + demo booking link
→ Customers who respond → New leads or opportunities in CRM
→ Customers without response → Task for KAM to make direct contact

Workflow 4 — Email subject A/B test

You have 2 subject line variants for the same email
→ Marketing Planner → create 2 identical campaigns with different subjects
→ Segment the audience: 50% receive variant A, 50% variant B
→ Send both → after 4h compare open rates
→ Winner → use for future campaigns
→ Document in Marketing Campaigns → testing tab

Deliverability — what to never do

Metrics to track

Practical tips

Personalisation matters more than design. An email with "Hello {{first_name}}," and a reference to the customer's industry beats a generic email with superb design. CRM data is the key to personalisation.

Small, well-targeted segment > large, generic list. 500 customers from industry X with a relevant offer will convert better than 5,000 recipients with a generic message.

Monitor in the first 4 hours. If the open rate is below 10% after 4h → the subject is weak or you've hit spam. Check with a test email and adjust if you can still resend to the unopened segment.