What does it mean to work with e-mail marketing, and which freelancers can help?

By Carsten Bjerregaard, Addcapacity.com

E-mail marketing is a discipline within digital marketing where companies use e-mail as a channel to communicate with customers, leads, and other stakeholders. The competence involves building relationships through relevant and targeted communication that supports both brand building, lead nurturing, and sales. E-mail marketing therefore plays an important role in the customer journey because the channel enables direct dialogue with the recipient. Typical profiles working in this area include e-mail marketing specialists, marketing automation managers, CRM managers, copywriters, and data analysts. They often work in systems such as HubSpot, Salesforce Marketing Cloud, Mailchimp, Klaviyo, and other marketing automation platforms.

1. What is e-mail marketing?

E-mail marketing involves planning, producing, and distributing targeted e-mails to selected recipient groups. These may include newsletters, campaigns, automated flows, or personalized messages based on user behavior. The competence lies in combining data, segmentation, and relevant content so that the communication is perceived as valuable by the recipient. At the same time, the work requires a structured approach to consent management, data quality, and timing. Many companies use e-mail as an important channel to maintain relationships with existing customers and to develop leads over time.

Key elements of the work:

• Segmentation of recipients
• Development of e-mail content
• Setup of automated flows
• Performance analysis
• Optimization of send-outs

An example could be a company setting up an automated welcome flow for new subscribers. Here, the user receives a series of e-mails introducing the company and its products.

2. How does e-mail marketing fit into a modern marketing function, and what value does it work with?

In modern marketing organizations, e-mail marketing often functions as an important channel for building and maintaining relationships with customers and leads. The channel is used for information sharing, campaigns, and automated communication flows. At the same time, e-mail enables precise segmentation and personalization, which can increase relevance for the recipient. The value is typically measured through both engagement and conversion.

Typical KPI areas:

• Open rate
• Click-through rate
• Conversion rate
• Unsubscribe rate
• Revenue from e-mail

An example could be an e-commerce company sending personalized product recommendations based on previous purchases and browsing behavior.

3. Which tasks within the field can freelancers help with?

Freelancers often play an important role in e-mail marketing because the work requires both technical and creative competence. A specialist can help set up automated flows, develop campaigns, and analyze performance. Copywriters work with e-mail content and messaging, while designers develop templates and graphic elements. At the same time, a marketing automation specialist can ensure integration between the e-mail platform and the CRM system.

Typical freelance tasks:

• Development of e-mail strategy
• Setup of marketing automation
• Production of e-mail content
• Design of e-mail templates
• Analysis and optimization

An example could be a company that wants to develop a series of automated e-mails for lead nurturing. A freelance specialist develops flows, content, and segmentation.

4. Which tools are typically used by specialists within the field?

Specialists in e-mail marketing typically work with e-mail platforms, CRM systems, and analytics tools. These tools are used to build e-mail lists, develop campaigns, and analyze results.

Typical tools and platforms:

• HubSpot
• Mailchimp
• Klaviyo
• Salesforce Marketing Cloud

A typical setup could be an e-mail platform integrated with the company’s CRM system. This allows segmentation and personalization to be based on customer data and behavior.

5. Who typically leads the work with e-mail marketing, and what is their background?

Leadership often lies with an E-mail Marketing Manager, Marketing Automation Manager, or CRM Manager. In some organizations, responsibility may lie with a Digital Marketing Manager or a Head of Marketing. These professionals typically have a background in digital marketing, CRM, or marketing automation.

Typical lead profiles:

• E-mail Marketing Manager
• Marketing Automation Manager
• CRM Manager

An example could be a marketing automation manager working closely with the marketing team to develop automated flows and ensure integration across channels.

6. Who typically participates in daily execution and task solving, and what are their roles?

The daily execution of e-mail marketing often involves several different roles. Marketing automation specialists set up flows and integrations. Copywriters develop e-mail content, and designers create graphic elements and templates.

Typical roles involved:

• Marketing automation specialist
• Copywriter
• Graphic designer

An example could be a campaign where the copywriter develops the messaging, the designer creates the layout, and the marketing automation specialist sets up the send-out.

7. What specializations can exist within e-mail marketing?

E-mail marketing includes several specializations depending on the company’s needs and technical setup. Some specialists primarily work with marketing automation, while others focus on content production or analytics.

Typical specializations:

• Marketing automation
• E-mail content
• E-mail analytics

An e-commerce company will often focus on automated flows and personalized campaigns, while a B2B company typically focuses more on lead nurturing and newsletters.

How to quickly connect with strong candidates for your needs

E-mail marketing is an area where freelance competencies can often create rapid value. Specialists can help with strategy, automation setup, and content production without the company needing to build a large internal function. At the same time, the freelancer can work closely with the marketing team to ensure that the e-mail channel is used effectively.

Addcapacity.com helps clarify the need—role, responsibilities, and competence profile—and identifies three relevant candidates who match both the professional requirements and the scope of the assignment. The dialogue is non-binding and provides a clear basis for evaluating the next steps.