The Senior Interactive Marketing Specialist is responsible for managing the growing volume of email campaigns across all business lines including establishing the e-mail strategy and schedule, overseeing development of content and creative, executing email campaigns and tests, and analyzing and reporting results to drive strategic decisions. The key objective of the position is to maximize online revenue, increase traffic to aaa.com and partner sites, increase online interactions and enhance member relationships.
Develop and implement email strategies and execute email marketing campaigns that meet the individual business line email channel revenue and member communication goals.
Recommend and execute strategic and operational enhancements to improve, enhance and maximize email response and conversion rates through analysis of email results, Database Marketing reports, MRM data, Omniture reporting and business line conversion results. Work with these support areas to continually improve the data available to the Email Marketing Team to improve analysis.
Ensure compliance with all email regulations and laws.
Develop Email Marketing Strategy - 20%
Enhance email channel performance by managing relationships with Database Marketing, business lines and Creative Services to develop and implement e-mail strategies focusing upon segmentation, targeting and positioning strategies to drive incremental online revenue.
Conduct individual email campaign and segment analyses to make recommendations to business lines to optimize email marketing strategy on an ongoing basis.
Ensure compliance with all laws and regulations including privacy and CAN-SPAM regulation.
Monitor and evaluate industry trends/research adjusting email strategies to embrace BDP’s.
Build, Code and Deploy Email Marketing Campaigns - 30%
Manage execution of all steps of email development (email request submission, copy and HTML creative development, legal review, list processing, test send) ensuring timely deployment.
Through relationships with Creative Services Designers, Copywriter and Account Manager and Business Line Marketing Managers, guide the creative development of emails from concept through execution to meet business line needs and maximize email performance (i.e., open rates, click through rates, and conversions).
Thoroughly test all emails utilizing email rendering software to ensure proper rendering of emails across various client platforms.
Utilize queries and filters for segmentation, targeting and analysis to ensure member interactions are optimized while achieving business line objectives.
Using the Exact Target Email Management application, incorporate tracking functionality, create list filters, run SPAM filters, perform quality control and deploy campaigns.
In conjunction with the E-Business Business Services Team and Technical Teams, optimize web site content to drive conversions and sales from email marketing efforts.
Contact AAA National Email Marketing liaison and/or external Exact Target account representatives to research any internet service provider responsiveness or systems issues and to assist with implementation of system enhancements. Work with other external vendors such as Omniture and Fresh Address.
Analyze Performance of Email Marketing Campaigns – 30%
Implement and analyze email marketing results and tests (creative/positioning, day/time sent, from address, subject line, segmentation) to improve effectiveness of emails for each product offering.
Analyze and report on key email marketing metrics: response rates, deliverability, opens, click-through rates, click to open rates, and ROI.
Meet with the business lines to discuss email results and develop strategies to continually improve performance of future campaigns.
Work with Database Marketing, business lines, and Omniture to ensure complete analysis and tracking of email campaigns by promo code and segment.
Provide recommendations on how to better target email campaigns to achieve maximum response and conversion rates for each business line through extensive analysis. Manage approved recommendations to ensure implementation in subsequent campaigns.
Manage Scheduling of Email Campaigns - 20%
Project manage 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.
Identify any steps that might jeopardize on-time deployment and project manage those steps to ensure on-time deployment. Escalate any steps that would delay deployment of the email.
Must have Bachelor’s degree from a four-year college or university.
Must have 4+ years experience developing strategies and executing email campaigns or 4+ years interactive marketing experience.
Must have strong knowledge of e-mail marketing strategies, creative marketing plan development, business process analysis, financial report analysis, and internet technologies.
Must be proficient in HTML and CSS.
Strong knowledge of list segmentation and customer targeting methods.
Strong web development tool experience (e.g., DreamWeaver, Adobe Photoshop).
Experience with web analytics tools such as Omniture, Webtrends, or Google Analytics.
Experience with database tools including Access and SQL.
Experience in travel, automotive, insurance, or financial services industry preferred.
Strong interpersonal skills including effective oral and written communication skills.
Ability to manage multiple projects simultaneously and achieve deadlines
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