Email Success Starts Here: 11 Skills to Demand in Your Next Hire
Why Email Still Belongs in the Modern Marketing Stack
Imagine this: your company sends out an email campaign but most of your recipients never open it. Or worse, your carefully designed message lands in spam. That’s not just a failed campaign that’s wasted time, wasted effort, and a missed opportunity to connect with potential customers.
Now, imagine a different scenario: a thoughtful, well‑timed, personalized email hits the inbox, the recipient clicks, engages, and becomes a paying customer. That’s the kind of result you get when you have someone at the helm who truly understands email marketing – technically, creatively and strategically.
The potential is huge: with billions of users checking email daily, email remains one of the most powerful and cost‑effective marketing channels.
- In 2025, there are over 4.48 billion email users worldwide making email one of the largest communication platforms globally .
- Businesses still consider email among their most effective channels for engagement, acquisition, and retention.
In short: email works but only when the person behind the campaigns knows how to harness its full potential. That’s why hiring the right email specialist someone who blends skill, empathy, creativity and technical know‑how is more important than ever.
The 11 Essential Skills to Look For (Your “Hiring Compass”)
If you were interviewing someone today to manage your email marketing here are the 11 core skills and mindsets that separate an average hire from a high-impact one:
1. HTML & CSS Proficiency — For When Email Breaks, They Don’t
A strong email specialist understands the code behind the visuals. Even with drag‑and‑drop editors, real-world emails often need manual tweaks to render well across diverse clients and devices.
- Build or adjust responsive email layouts to ensure they display correctly everywhere.
- Troubleshoot rendering or layout issues — preventing broken designs or misaligned content.
- Ensure consistency in design and layout, irrespective of device or email client.
Why it matters: Emails that render poorly distorted layout, broken images, or misaligned text are often deleted immediately, damaging both engagement and brand credibility.
💬 What to ask: “Can you walk me through an instance where you fixed a broken email layout? Which clients/devices did you test on and how did you ensure compatibility?”
2. Audience Segmentation & Personalization — Because One Size Rarely Fits All
- Define segments based on user behavior, lifecycle, purchase history, engagement level.
- Use dynamic content or personalization tokens to tailor each email to the recipient.
- Design customer journeys — e.g., different flows for first‑time customers vs returning ones.
3. Copywriting That Converts — Words That Sell, Not Just Tell
- Write benefit-driven, clear, and persuasive content.
- Craft subject lines that spark curiosity or urgency.
- Create clear, action-oriented CTAs.
- Versatility in Email Copy. Adapt voice and tone to different segments of your audience (first-time, loyal, disengaged, etc.).
4. Adaptability — Because Email Marketing Is Always Evolving
Email marketing isn’t static. With evolving consumer behaviour, privacy laws, and new technologies — your specialist needs to stay ahead of the curve.
- Stay updated with evolving best practices, deliverability standards, privacy compliance, design trends.
- Be open to learning new tools, workflows, or technologies (automations, AI‑driven personalization, dynamic content).
- Be willing to test new formats, iterate based on results, and adapt strategy accordingly.
Why it matters: The email marketing landscape changes rapidly. What worked yesterday might not work tomorrow — adaptability ensures your strategies stay relevant.
💬 What to ask: “When was the last time you changed your email strategy due to a new trend or regulation? What did you learn and how did you adapt?”
5. Analytical Thinking & Optimization — Because Data Tells the Real Story
- Interpret key metrics — open rate, click-through rate, conversion rate, bounce/unsubscribe rates.
- Perform A/B testing (subject lines, content, send time, design) to continuously improve performance.
- Translate campaign data into actionable recommendations for future sends.
6. Platform Fluency & Email Optimization Tools — Knowing the Stack Behind the Strategy
- Use advanced ESPs (like Kenmail, Mailchimp, HubSpot, etc.) effectively — automation flows, segmentation, dynamic content.
- Employ testing and quality‑assurance tools (e.g., rendering tests, inbox previews across clients/devices).
- Integrate email workflows with CRMs, CDPs, analytics tools for unified data and insights.
7. Automation Strategy & Drip Campaign Thinking — Because Email Is a Journey, Not a One-Off
Modern email marketing isn’t about blasting a one-time message, it’s about nurturing relationships over time using smart automation and behavioral triggers. A successful specialist knows how to think like a marketer and build sequences that guide users through the funnel.
They should be able to:
- Plan and implement drip campaigns onboarding, cart abandonment, product education, upsell/retention flows
- Use automation logic triggers, delays, conditions to deliver messages at the right time
- Align campaigns to business objectives lead nurturing, lifecycle marketing, retention, loyalty
- Think in journeys, not just messages every email has a “before” and an “after” in the customer’s experience
Why it matters: Email automation boosts conversions by up to 320% compared to standalone sends. It saves time and scales results — when executed with strategic thinking.
💬 What to ask: “Describe a drip or automated campaign you built. What was the business goal, how did you structure it, and what results did you achieve?”
8. Project Management & Collaboration — Because Email Isn’t a Solo Job
Email campaigns often involve content writers, designers, developers, data analysts, compliance teams, good coordination is key.
- Manage campaign schedules, deadlines, and workflows.
- Coordinate with cross-functional teams — design, content, dev, legal/ compliance.
- Keep track of approvals, revisions, and launch readiness.
Why it matters: Misalignment or delays in one piece can wreck an entire campaign — timing, consistency, and coordination are crucial for success.
💬 What to ask: “Describe a time when you managed multiple overlapping campaigns. How did you ensure timely delivery and quality?”
9. Customer‑Centric Thinking — Because Subscribers Are People, Not Just Metrics
A great email specialist treats subscribers as humans, not numbers.
- Understand subscriber lifecycle: when to nurture, when to re-engage, when to upsell.
- Prioritize consent, privacy, and brand trust.
- Focus on value delivery — helpful content, relevant offers, not just frequent promotions.
Why it matters: Treating subscribers with respect builds long‑term loyalty — and a loyal subscriber base drives sustainable business growth.
💬 What to ask: “How do you balance business goals with subscriber experience? Have you ever paused or adjusted a campaign because it didn’t serve subscriber interest?”
10. Eye for Design & UX — Because First Impressions Happen Fast
Even if you’re not hiring a designer a good email marketer should understand design fundamentals to ensure readability, aesthetics, and user experience.
- Recognize layout/spacing issues, readability problems, and design inconsistencies.
- Ensure emails are mobile-responsive, accessible, and visually coherent.
- Maintain brand consistency — colors, fonts, tone, imagery.
Why it matters: With majority of emails opened on mobile, and users skimming at high speed, poor design or bad UX leads to immediate deletions or unsubscribes.
💬 What to ask: “Before sending live, how do you review an email for design and UX quality? Which devices and screen sizes do you test on?”
11. Cultural Fit & Brand Alignment — Because Skills + Values = Long-Term Success
Even top skills won’t matter if the person doesn’t align with your brand values, company culture, and long-term vision.
- Demonstrates understanding / respect for your brand voice, mission, and ethics.
- Shows collaborative spirit – open to feedback, aligned with team culture.
- Values long-term relationships with customers, prioritizes trust over quick wins.
Why it matters: A mismatch in values can lead to inconsistent brand communication, poor collaboration, and ultimately, degraded brand reputation.
💬 What to ask: “What attracts you to our brand? How do you align your marketing approach to reflect brand values and customer respect?”
How to Use This Guide When Hiring — A Step‑by‑Step Plan
- Use this 11‑skill checklist to structure your interviews and evaluations.
Assign a short test project (e.g. draft a two‑step email sequence with segmentation logic + responsive layout). - Review real past campaigns or case studies — look for evidence of ROI, creativity, optimization and empathy.
- Prioritize candidates who show a blend of technical skill, creativity, strategic thinking, and customer empathy.
Once hired — onboard with a robust ESP (like Kenmail) and provide access to necessary optimization and collaboration tools.
Final Thought: The Right Hire Turns Email from Noise into a Growth Engine
Hiring an email marketing specialist isn’t just about filling a role — it’s about unlocking a powerful communication and revenue channel. With the right mix of technical expertise, creativity, data‑driven mindset, and empathy, you can turn email from a routine task into a strategic growth lever.
If you need help building your email marketing team or want to explore managed email services, we at Kenscio are here to help.
Want to see how Kenscio can elevate your email marketing? Request a Demo Today and Let’s Boost Your ROI & LTV.
