Hiring the right email marketing manager is one of the highest-ROI decisions a business can make. Email marketing campaigns deliver an average ROI of 36x, meaning businesses earn $36 for every dollar spent. That return does not happen by accident. It depends on having the right person running your program.
This guide walks through every step of how to hire an email marketing manager: what the role actually covers, what skills to screen for, how to structure compensation, where to find candidates, and how to interview them effectively.
Key Takeaways
The average salary for an email marketing manager in the United States is $102,795 per year.
Email marketing managers lead the planning, development, and execution of a company's email marketing strategy, and play an important role in increasing user conversion rates and revenue.
A strong candidate should have proven work experience in email marketing, hands-on HTML skills, proficiency in marketing automation technology, knowledge of analytics, strong copywriting skills, and project management abilities.
You have three hiring paths: full-time employee, freelancer, or agency. Each suits different stages and budgets.
The interview process should test both strategic thinking and technical knowledge, not just resume claims.
What an Email Marketing Manager Actually Does
Before you write a job description, get clear on the scope. The role is broader than many hiring managers expect.
Email marketing managers direct all activities of an email marketing campaign, from message curation to hitting send. They lead the planning, development, and execution of a company's email marketing strategy, playing an important role in understanding potential customers as well as increasing user conversion rates and revenue. Day-to-day, they decide email marketing content, analyze campaign performance, and determine customer needs.
In practice, this means:
Identifying target audiences, designing and executing campaigns, ensuring content is clear and error-free, and optimizing templates for mobile. They manage subscriber databases, analyze campaign metrics, and collaborate with content and design teams to ensure consistent brand messaging.
Hiring the right email marketing manager is one of the highest-ROI decisions a business can make. Email marketing campaigns deliver an average ROI of 36x, meaning businesses earn $36 for every dollar spent. That return does not happen by accident. It depends on having the right person running your program.
This guide walks through every step of how to hire an email marketing manager: what the role actually covers, what skills to screen for, how to structure compensation, where to find candidates, and how to interview them effectively.
Key Takeaways
The average salary for an email marketing manager in the United States is $102,795 per year.
Email marketing managers lead the planning, development, and execution of a company's email marketing strategy, and play an important role in increasing user conversion rates and revenue.
A strong candidate should have proven work experience in email marketing, hands-on HTML skills, proficiency in marketing automation technology, knowledge of analytics, strong copywriting skills, and project management abilities.
You have three hiring paths: full-time employee, freelancer, or agency. Each suits different stages and budgets.
The interview process should test both strategic thinking and technical knowledge, not just resume claims.
What an Email Marketing Manager Actually Does
Before you write a job description, get clear on the scope. The role is broader than many hiring managers expect.
Email marketing managers direct all activities of an email marketing campaign, from message curation to hitting send. They lead the planning, development, and execution of a company's email marketing strategy, playing an important role in understanding potential customers as well as increasing user conversion rates and revenue. Day-to-day, they decide email marketing content, analyze campaign performance, and determine customer needs.
In practice, this means:
Identifying target audiences, designing and executing campaigns, ensuring content is clear and error-free, and optimizing templates for mobile. They manage subscriber databases, analyze campaign metrics, and collaborate with content and design teams to ensure consistent brand messaging.
Building and maintaining flows that map to specific goals: welcome series for new subscribers, post-purchase journeys for first-time buyers, and re-engagement campaigns for dormant users.
Staying current with evolving regulations like GDPR and CAN-SPAM, and inbox deliverability standards to ensure campaigns reach recipients while maintaining trust and compliance.
The role sits at the intersection of strategy, copywriting, data analysis, and technical execution. A candidate who is strong in only one area will leave gaps.
Skills and Qualifications to Look For
Hard Skills
An email marketing manager should have proven work experience in email marketing or digital marketing, hands-on experience with HTML and content management systems, proficiency in marketing automation technology, knowledge of SEO/SEM and Google Analytics, strong written communication and copywriting skills, and project management abilities.
On the technical side, technical skills are increasingly important. Proficiency in email marketing platforms, HTML/CSS for email design, and an understanding of email deliverability factors are crucial. Leveraging marketing automation tools to schedule and segment emails allows for more personalized and timely communication with subscribers.
Platform-specific experience matters too. Look for proficiency in email marketing platforms such as Mailchimp or HubSpot, CRM software, and automation tools.
For analytics, an email marketing manager must be skilled at analyzing campaign data to drive decision-making. This includes interpreting key performance indicators such as open rates, click-through rates, conversion rates, and unsubscribe rates, and using analytics to understand the effectiveness of different email strategies and content to optimize future campaigns.
Soft Skills
Attention to detail may be a soft skill, but it is one that has a major impact on company success. It is crucial for every email marketing task, whether copywriting, list segmentation, or list hygiene.
Leadership and management skills are also fundamental for email marketing managers. If the person will oversee contractors, designers, or copywriters, they need to manage people, not just campaigns.
Education and Experience Benchmarks
Email marketing managers typically earn a bachelor's degree in marketing, communications, or a similar field, and will also need two or more years of experience in email marketing, digital marketing, or similar roles.
Certifications in email marketing best practices or platforms like HubSpot are a plus and signal that a candidate invests in staying current.
Salary Benchmarks for 2025
Compensation varies significantly by experience level, company size, and location. Use these ranges to anchor your offer.
For full-time email marketing professionals, salary ranges vary by experience level:
Building and maintaining flows that map to specific goals: welcome series for new subscribers, post-purchase journeys for first-time buyers, and re-engagement campaigns for dormant users.
Staying current with evolving regulations like GDPR and CAN-SPAM, and inbox deliverability standards to ensure campaigns reach recipients while maintaining trust and compliance.
The role sits at the intersection of strategy, copywriting, data analysis, and technical execution. A candidate who is strong in only one area will leave gaps.
Skills and Qualifications to Look For
Hard Skills
An email marketing manager should have proven work experience in email marketing or digital marketing, hands-on experience with HTML and content management systems, proficiency in marketing automation technology, knowledge of SEO/SEM and Google Analytics, strong written communication and copywriting skills, and project management abilities.
On the technical side, technical skills are increasingly important. Proficiency in email marketing platforms, HTML/CSS for email design, and an understanding of email deliverability factors are crucial. Leveraging marketing automation tools to schedule and segment emails allows for more personalized and timely communication with subscribers.
Platform-specific experience matters too. Look for proficiency in email marketing platforms such as Mailchimp or HubSpot, CRM software, and automation tools.
For analytics, an email marketing manager must be skilled at analyzing campaign data to drive decision-making. This includes interpreting key performance indicators such as open rates, click-through rates, conversion rates, and unsubscribe rates, and using analytics to understand the effectiveness of different email strategies and content to optimize future campaigns.
Soft Skills
Attention to detail may be a soft skill, but it is one that has a major impact on company success. It is crucial for every email marketing task, whether copywriting, list segmentation, or list hygiene.
Leadership and management skills are also fundamental for email marketing managers. If the person will oversee contractors, designers, or copywriters, they need to manage people, not just campaigns.
Education and Experience Benchmarks
Email marketing managers typically earn a bachelor's degree in marketing, communications, or a similar field, and will also need two or more years of experience in email marketing, digital marketing, or similar roles.
Certifications in email marketing best practices or platforms like HubSpot are a plus and signal that a candidate invests in staying current.
Salary Benchmarks for 2025
Compensation varies significantly by experience level, company size, and location. Use these ranges to anchor your offer.
For full-time email marketing professionals, salary ranges vary by experience level:
Email Marketing Director (10+ years): $120,000-$180,000
The average salary for an email marketing manager is $102,795 per year, with most professionals falling between $79,589 and $134,056 annually.
The top-paying industries for email marketing managers include information technology, with a median total pay of $160,666.
If budget is a constraint, freelance is a credible option. Freelance email marketers charge around $20-$150 per hour depending on their experience and specialization.
Full-Time, Freelance, or Agency: Choosing the Right Path
When hiring an email marketer, you need to think not only about the type of email marketer you hire, but also what type of hire you want. You have three main options: freelancer, full-time, or an email marketing agency.
Full-time hire makes sense if email is a core, ongoing revenue channel and you need someone embedded in your team who can work cross-functionally. Full-time employees work cross-functionally. They understand your org chart and make cross-functional efforts easier, such as working with paid media to create emails based on successful paid ads and collaborating across the marketing org to map out user journeys. The downside: full-time hiring processes can take 12 weeks or more.
Freelancer works well for project-based or specialist needs. A senior freelance email marketer can ship in weeks what would take months of in-house ramp-up. Niche email marketing expertise rarely justifies a permanent role. A freelance email marketer brings 5-10 years of specialization that you would not otherwise access.
Agency gives you a full team without the overhead. Agencies often provide access to multiple specialists for less than the cost of a single senior in-house hire. The trade-off is that agencies can manage bigger, more complex projects, but you will not always be their top-priority client.
If you are managing a lean team and want to understand what strong email execution looks like before committing to a full-time hire, our email marketing strategy template is a good reference point for scoping the role.
Where to Find Qualified Candidates
Once you know what you need, the sourcing method matters.
For full-time roles, LinkedIn remains the default for professional hiring. Job boards like Indeed and Built In also attract candidates actively looking for marketing roles.
For freelancers, dedicated platforms give you faster access:
Email Marketing Director (10+ years): $120,000-$180,000
The average salary for an email marketing manager is $102,795 per year, with most professionals falling between $79,589 and $134,056 annually.
The top-paying industries for email marketing managers include information technology, with a median total pay of $160,666.
If budget is a constraint, freelance is a credible option. Freelance email marketers charge around $20-$150 per hour depending on their experience and specialization.
Full-Time, Freelance, or Agency: Choosing the Right Path
When hiring an email marketer, you need to think not only about the type of email marketer you hire, but also what type of hire you want. You have three main options: freelancer, full-time, or an email marketing agency.
Full-time hire makes sense if email is a core, ongoing revenue channel and you need someone embedded in your team who can work cross-functionally. Full-time employees work cross-functionally. They understand your org chart and make cross-functional efforts easier, such as working with paid media to create emails based on successful paid ads and collaborating across the marketing org to map out user journeys. The downside: full-time hiring processes can take 12 weeks or more.
Freelancer works well for project-based or specialist needs. A senior freelance email marketer can ship in weeks what would take months of in-house ramp-up. Niche email marketing expertise rarely justifies a permanent role. A freelance email marketer brings 5-10 years of specialization that you would not otherwise access.
Agency gives you a full team without the overhead. Agencies often provide access to multiple specialists for less than the cost of a single senior in-house hire. The trade-off is that agencies can manage bigger, more complex projects, but you will not always be their top-priority client.
If you are managing a lean team and want to understand what strong email execution looks like before committing to a full-time hire, our email marketing strategy template is a good reference point for scoping the role.
Where to Find Qualified Candidates
Once you know what you need, the sourcing method matters.
For full-time roles, LinkedIn remains the default for professional hiring. Job boards like Indeed and Built In also attract candidates actively looking for marketing roles.
For freelancers, dedicated platforms give you faster access:
Upwork: Freelance marketplaces like Upwork can shorten the time between your business need and getting someone in that seat. Unlike LinkedIn, the search tools are more granular, and candidates input detailed work experience, giving you a more complete view quickly.
Toptal: A vetted option for senior talent. You can typically hire email marketing specialists through Toptal in about 48 hours.
Referrals should not be overlooked. According to Klaviyo, network and word-of-mouth referrals are the single most effective sourcing method for both full-time employees and agencies.
For businesses looking to staff up quickly without a long search process, checking email marketing remote job boards can also surface candidates at various experience levels.
How to Write a Job Description That Attracts the Right Candidates
A weak job description filters in the wrong people. Be specific about what the role requires.
Include:
The email platform(s) your team uses (Klaviyo, HubSpot, Mailchimp, etc.)
List size and sending frequency to set realistic expectations
Whether the role is strategic, executional, or both
Metrics you will hold the hire accountable to (revenue per email, click-through rate, list growth rate)
Cross-functional partners they will work with
Avoid vague requirements like "passion for marketing." Instead, state concrete experience: "3+ years managing email campaigns with a list of 50,000+ subscribers" tells candidates exactly where the bar is.
The role involves blending copywriting, email design, and data-driven strategies to improve open rates, click-through rates, and overall campaign performance. Your description should reflect that blend.
The Interview Process: What to Ask and What to Listen For
The interview is where you separate candidates who understand email from those who have simply used it. Structured questions reveal both.
Strategic questions
Walk me through how you have built an automated email program from scratch.
How do you approach segmenting a list of 50,000 subscribers who have not engaged in six months?
What metrics do you prioritize, and how do you report email performance to stakeholders?
Confidence goes a long way in marketing, so hire someone who can clearly explain how they delivered results in the past. Pay attention to how well they incorporate campaign goals, target audience, and key performance indicators.
Technical questions
Upwork: Freelance marketplaces like Upwork can shorten the time between your business need and getting someone in that seat. Unlike LinkedIn, the search tools are more granular, and candidates input detailed work experience, giving you a more complete view quickly.
Toptal: A vetted option for senior talent. You can typically hire email marketing specialists through Toptal in about 48 hours.
Referrals should not be overlooked. According to Klaviyo, network and word-of-mouth referrals are the single most effective sourcing method for both full-time employees and agencies.
For businesses looking to staff up quickly without a long search process, checking email marketing remote job boards can also surface candidates at various experience levels.
How to Write a Job Description That Attracts the Right Candidates
A weak job description filters in the wrong people. Be specific about what the role requires.
Include:
The email platform(s) your team uses (Klaviyo, HubSpot, Mailchimp, etc.)
List size and sending frequency to set realistic expectations
Whether the role is strategic, executional, or both
Metrics you will hold the hire accountable to (revenue per email, click-through rate, list growth rate)
Cross-functional partners they will work with
Avoid vague requirements like "passion for marketing." Instead, state concrete experience: "3+ years managing email campaigns with a list of 50,000+ subscribers" tells candidates exactly where the bar is.
The role involves blending copywriting, email design, and data-driven strategies to improve open rates, click-through rates, and overall campaign performance. Your description should reflect that blend.
The Interview Process: What to Ask and What to Listen For
The interview is where you separate candidates who understand email from those who have simply used it. Structured questions reveal both.
Strategic questions
Walk me through how you have built an automated email program from scratch.
How do you approach segmenting a list of 50,000 subscribers who have not engaged in six months?
What metrics do you prioritize, and how do you report email performance to stakeholders?
Confidence goes a long way in marketing, so hire someone who can clearly explain how they delivered results in the past. Pay attention to how well they incorporate campaign goals, target audience, and key performance indicators.
Technical questions
Technical questions should assess practical knowledge:
Walk me through how you would set up a multi-step abandoned cart recovery sequence.
How would you approach segmenting a list of 50,000 subscribers who have not engaged in the past six months?
Explain your process for testing and troubleshooting an email before sending it to the full list.
How would you structure an A/B test to determine the optimal send time for a newsletter?
What weak answers look like
If a candidate views unsubscribes as a metric that reveals issues to fix, you have a strong candidate. If they casually view high unsubscribes as an inevitable part of marketing, you will probably want to pass.
Watch for claims like "grew traffic 10x" without specifics, methodology, or attribution. A real marketer shows campaigns with dates, channels, and verifiable lift.
Also test for compliance knowledge. GDPR affects any business communicating with EU residents. Qualified candidates should understand consent requirements, data minimization principles, and right-to-be-forgotten procedures. Strong candidates will explain specific processes they have created for consent management rather than just acknowledging the regulation exists.
For a benchmark of what great email execution looks like at the campaign level, reviewing email marketing examples that drive results can help you frame better questions around campaign quality.
Red Flags to Watch During Evaluation
Not every strong resume translates to a strong hire. Watch for these patterns:
Vanity metrics only: A candidate who leads with open rates but cannot speak to revenue per email or conversion rates may lack depth. Bot-driven phantom engagement has made open rates unreliable, pushing high-performing teams toward revenue per email, list churn, and lifetime value as the metrics that matter.
No testing mindset: The best email marketers have lots of hunches, but they mean little without confirmation. Look for someone who has the humility to admit they might be wrong and embraces a passion for testing.
Deliverability blind spots: List hygiene is critical for maintaining a strong open rate. The email marketing manager you hire should understand the importance of cleaning email lists and removing recipients who do not open your emails.
Narrow platform experience: Someone who has only used one tool may struggle to adapt. Ask how they have evaluated or migrated between platforms.
Technical questions should assess practical knowledge:
Walk me through how you would set up a multi-step abandoned cart recovery sequence.
How would you approach segmenting a list of 50,000 subscribers who have not engaged in the past six months?
Explain your process for testing and troubleshooting an email before sending it to the full list.
How would you structure an A/B test to determine the optimal send time for a newsletter?
What weak answers look like
If a candidate views unsubscribes as a metric that reveals issues to fix, you have a strong candidate. If they casually view high unsubscribes as an inevitable part of marketing, you will probably want to pass.
Watch for claims like "grew traffic 10x" without specifics, methodology, or attribution. A real marketer shows campaigns with dates, channels, and verifiable lift.
Also test for compliance knowledge. GDPR affects any business communicating with EU residents. Qualified candidates should understand consent requirements, data minimization principles, and right-to-be-forgotten procedures. Strong candidates will explain specific processes they have created for consent management rather than just acknowledging the regulation exists.
For a benchmark of what great email execution looks like at the campaign level, reviewing email marketing examples that drive results can help you frame better questions around campaign quality.
Red Flags to Watch During Evaluation
Not every strong resume translates to a strong hire. Watch for these patterns:
Vanity metrics only: A candidate who leads with open rates but cannot speak to revenue per email or conversion rates may lack depth. Bot-driven phantom engagement has made open rates unreliable, pushing high-performing teams toward revenue per email, list churn, and lifetime value as the metrics that matter.
No testing mindset: The best email marketers have lots of hunches, but they mean little without confirmation. Look for someone who has the humility to admit they might be wrong and embraces a passion for testing.
Deliverability blind spots: List hygiene is critical for maintaining a strong open rate. The email marketing manager you hire should understand the importance of cleaning email lists and removing recipients who do not open your emails.
Narrow platform experience: Someone who has only used one tool may struggle to adapt. Ask how they have evaluated or migrated between platforms.
Understanding what good email marketing analytics looks like is useful context when evaluating how candidates talk about measurement.
Frequently Asked Questions
What qualifications should an email marketing manager have?
Email marketing managers typically hold a bachelor's degree in marketing, communications, or a similar field, along with two or more years of experience in email marketing or digital marketing. Knowledge of email marketing best practices, campaign design, lead nurturing strategies, web analytics, SEO, copywriting, and project management are all recommended.
How much does it cost to hire an email marketing manager?
In the United States, the average email marketing manager salary is $102,795 per year, with most professionals earning between $79,589 and $134,056 annually. For freelancers, rates typically range from $20 to $150 per hour depending on experience and scope.
Should I hire a full-time email marketing manager or a freelancer?
It depends on your sending volume and how central email is to your revenue model. Hiring a full-time employee works well if you have ongoing needs and want a real team member added to your marketing team. If the work is project-based or you need specialized skills temporarily, a senior freelance email marketer can ship in weeks what would take months of in-house ramp-up.
What platforms should an email marketing manager know?
Key technical requirements include proficiency in email marketing platforms such as Mailchimp or HubSpot, CRM software, and automation tools. Beyond platforms, relevant skills include email marketing, CRM, data analysis, HTML, strategic marketing, project management, and campaign planning. Platform familiarity with your specific stack should be listed as a requirement in your job description rather than left as a nice-to-have.
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Understanding what good email marketing analytics looks like is useful context when evaluating how candidates talk about measurement.
Frequently Asked Questions
What qualifications should an email marketing manager have?
Email marketing managers typically hold a bachelor's degree in marketing, communications, or a similar field, along with two or more years of experience in email marketing or digital marketing. Knowledge of email marketing best practices, campaign design, lead nurturing strategies, web analytics, SEO, copywriting, and project management are all recommended.
How much does it cost to hire an email marketing manager?
In the United States, the average email marketing manager salary is $102,795 per year, with most professionals earning between $79,589 and $134,056 annually. For freelancers, rates typically range from $20 to $150 per hour depending on experience and scope.
Should I hire a full-time email marketing manager or a freelancer?
It depends on your sending volume and how central email is to your revenue model. Hiring a full-time employee works well if you have ongoing needs and want a real team member added to your marketing team. If the work is project-based or you need specialized skills temporarily, a senior freelance email marketer can ship in weeks what would take months of in-house ramp-up.
What platforms should an email marketing manager know?
Key technical requirements include proficiency in email marketing platforms such as Mailchimp or HubSpot, CRM software, and automation tools. Beyond platforms, relevant skills include email marketing, CRM, data analysis, HTML, strategic marketing, project management, and campaign planning. Platform familiarity with your specific stack should be listed as a requirement in your job description rather than left as a nice-to-have.
