Banner Default Image

EDM Specialist

An EDM Specialist (Electronic Direct Mail Specialist) is a professional responsible for planning, creating, and executing email marketing campaigns. Their role involves using email as a channel to engage with subscribers, promote products or services, and drive desired actions, such as conversions or brand awareness. Here's a breakdown of what an EDM Specialist does:


  1. Email Campaign Strategy: Develop and implement email marketing strategies that align with business objectives, target audience preferences, and industry best practices.

  2. Content Creation: Create compelling email content, including text, images, and multimedia elements, that resonates with subscribers and encourages them to take action.

  3. Segmentation: Segment email lists based on subscriber characteristics, behaviors, and preferences to send targeted and relevant content.

  4. A/B Testing: Conduct A/B tests on email subject lines, content, design, and calls to action to optimize open rates, click-through rates, and conversion rates.

  5. Design and Coding: Design visually appealing email templates and code them to ensure compatibility with various email clients and devices.

  6. Compliance: Ensure that email campaigns comply with data protection regulations, such as GDPR, and adhere to best practices for email marketing.

  7. List Management: Manage and grow email subscriber lists by implementing strategies for acquisition and retention.

  8. Analytics and Reporting: Monitor and analyze email campaign performance using email marketing platforms (e.g., Mailchimp, Constant Contact, or HubSpot), and provide insights and recommendations for improvements.

  9. Automation: Implement marketing automation workflows to send personalized and timely emails based on subscriber actions and behaviors.


  1. Education: A bachelor's degree in marketing, communications, or a related field is often preferred. However, relevant experience and demonstrated expertise in email marketing can also be valuable.

  2. Email Marketing Experience: Prior experience in email marketing, either in a specialist role or related marketing positions, is essential.

  3. Copywriting Skills: Strong writing and editing skills are crucial for crafting engaging email content.

  4. Analytical Skills: Proficiency in data analysis and the ability to interpret email marketing metrics to make data-driven decisions.

  5. Technical Proficiency: Familiarity with email marketing platforms, HTML/CSS for email template coding, and marketing automation tools is important.

  6. Creative and Design Skills: Basic design skills and an eye for creating visually appealing email templates and graphics.

Software Use:

EDM Specialists in the UK commonly use various software tools, including:

  1. Email Marketing Platforms: Software like Mailchimp, Campaign Monitor, HubSpot, or Constant Contact for creating and sending email campaigns.

  2. Design Software: Adobe Creative Suite (e.g., Photoshop) for designing email graphics and templates.

  3. HTML/CSS Editors: Tools for coding and customizing email templates to ensure compatibility across email clients.

  4. Analytics Tools: Email marketing platforms and Google Analytics for tracking and analyzing campaign performance.

  5. Marketing Automation Software: Platforms like HubSpot or Marketo for setting up and managing automated email workflows.

In summary, an EDM Specialist is responsible for planning, creating, and executing effective email marketing campaigns. They need a combination of educational qualifications, email marketing experience, strong copywriting and analytical skills, and proficiency in relevant software tools to excel in their role. Complying with regulations, staying updated on email marketing trends, and continuously optimising campaigns are also crucial aspects of their responsibilities.