The Interactive Marketing Specialist is responsible for developing email content and creative within the Email Service Provider system, deploying email campaigns and tests, analyzing email performance results, and assisting with participation in meetings with business line partners to review email performance.
The key objective for this position is to assist the Interactive Marketing Manager in ensuring on-time deployment of email campaigns, optimizing online email performance, increasing traffic to the Club’s website, increasing the number of online interactions, and enhancing the AAA member relationship through the email communications channel.
Load email campaigns into email service provider platform including creating campaigns, incorporating tracking functionality, creating list filters, loading lists, and creating groups to deploy campaigns.
Work with a very high degree of accuracy and precision in creating database queries and filters for email campaigns and in execution of HTML coding.
Ensure the quality of the email campaigns by performing message content checks, reviewing content and links to ensure consistency with landing pages.
Work with E-Business Business Analysts and business line partners to determine content, links and promotional codes for all email campaigns.
Work with Database Marketing to procure campaign lists and work with Interactive Marketing Manager to provide Database Marketing with updates on email response activity.
Analyze campaign level, cell level, and testing performance results of email campaigns and summarize observations and recommendations to Email Marketing Manager to improve future performance.
Ensure compliance with all email regulations and laws.
Research and identify email marketing best practices, new technologies and industry trends.
Work with the Interactive Marketing Manager to identify and troubleshoot any problems or system enhancement suggestions to improve email deliverability and system operation.
Oversee Scheduling of Email Campaigns - 20%
Oversee all steps of the email process flow by working with Creative Services, E-Business, business line partners, or Database Marketing analysts to ensure all steps of the process are on schedule to allow for on-time deployment of email campaigns in the pipeline.
Escalate any steps that might jeopardize on-time deployment.
Implement Email Marketing Campaigns – 45%
Responsible for email campaign development within the email service provider to ensure on-time deployment. This currently involves assisting with the annual deployment of over 100 million messages across approximately 750 individual campaigns.
Utilize email service provider platform including creating campaigns, incorporating tracking functionality, creating list filters, performing message content checks, quality assurance review of content and links, and deploying campaigns.
Utilize well-formed HTML coding techniques in the creation of email marketing creative.
Use tools such as Adobe Photoshop to create, edit and revise images and graphics in email creative.
Work with Database Marketing to generate database lists based on segmentation requirements.
In conjunction with E-Business Services Team and the Technical Team, ensure website content is consistent with and supports the email marketing content.
Become familiar with and remain up to date on privacy laws, SPAM regulation (CAN-SPAM) and all other applicable laws and regulations.
Conduct Email Campaign Testing and Analysis – 35%
Analyze email marketing campaign level, cell level and test results and provide conclusions and recommendations to the Interactive Marketing Manager to improve future performance.
Work with the Interactive Marketing Manager in establishing and implementing email testing strategies, including Subject Lines, Messaging, Creative and List Segmentation testing.
Maintain Campaign and conversion tracking protocols to ensure email response activity is tracked through web analytics platform.
Query, analyze and extract email response data to provide to Database Marketing for use in optimizing email recipient segmentation.
Work with Interactive Marketing Manager on determining, analyzing and reporting on key e-mail marketing metrics, including: response rates, deliverability, opens, click-through rates and ROI.
Ability to work autonomously managing a variety of tasks at a level normally acquired through completion of a Bachelor’s degree in one of the following areas: Marketing, Business, E-Commerce or Information Technology or equivalent combination of education and experience.
Must have 3+ years experience developing email campaigns and/or 3+ years interactive marketing experience.
Must have knowledge of database list segmentation and customer targeting methods.
Must have experience with Microsoft Access & Excel. SQL knowledge strongly preferred.
Experience with HTML, CSS, Dreamweaver, Photoshop, various operating systems and internet browsers strongly preferred.
Experience with web analytics (Omniture, WebTrends, Google) software strongly preferred.
Proven ability to manage multiple projects in a deadline-driven environment required.
Experience with travel, automotive, insurance, membership, or financial services industries preferred.
Strong oral and written communication skills.
Strong interpersonal skills and the ability to work with all levels of internal Associates.
Creativity and excellent problem solving abilities required.
Commitment to shared values and ability to work in a team environment demonstrating constructive interaction with all levels of Associates.
Proficient desktop computing skills including use of Microsoft application software.
AAA Mid-Atlantic - 17 months ago