Reporting to the CRM & Email Marketing Manager, the Email Marketing Specialist will play a key role in creating a high-performing, personalized, and data-driven email channel experience. The ideal candidate is motivated, detail-oriented, organized, and passionate about delivering impactful communications that drive patient engagement and growth initiatives for GoHealth Urgent Care.
The Email Marketing Specialist will be responsible for the creative direction of email design and the planning, development, and execution of email marketing campaigns. This includes working closely with cross-functional teams to communicate effectively with our customers and support business growth objectives.
Email Marketing and Optimization:
- Support the entire email process and workflow, including planning, ideating, building, and testing emails. This includes obtaining timely approvals on content from leadership, acquiring/creating assets, and writing/proofing copy.
- Collaborate with the CRM & Email Marketing Manager and internal teams to build and optimize email campaigns using Salesforce Marketing Cloud.
- Manage and maintain the email campaign calendar, ensuring the timely and accurate deployment of campaigns.
- Develop new email templates and creative designs, in collaboration with design and content teams, while implementing advanced testing strategies (subject lines, timing, creative elements, frequency, etc.).
- Proactively resolve workflow problems to keep projects on schedule, escalating higher-level conflicts to management when necessary.
- Ensure all email campaigns adhere to HIPAA, CAN-SPAM, CPCC, GDPR, and other relevant compliance regulations.
Analytic Reporting:
- Support the CRM & Email Marketing Manager by providing detailed analysis of email campaign performance, identifying trends, and recommending actionable improvements to enhance campaign effectiveness.
- Work closely with cross-functional teams to identify conversion roadblocks and opportunities for improvement in the customer journey.
- Use data-driven insights to continuously test, measure, and optimize the email marketing program, contributing to regular reports and presentations for stakeholders.
Must-Have:
- 1-2 years of Salesforce Marketing Cloud experience or 3-5 years of experience working within similar email and marketing automation systems.
- 1-2 years of experience in a marketing role with an emphasis on email production and design.
- Comprehensive knowledge of HTML/CSS for email with experience in coding best practices and optimization across various email clients.
- Expertise in email best practices, including copywriting, design approaches, segmentation, personalization, and deliverability.
- Experience with email governance and best practices for email performance optimization.
- Familiarity with email compliance regulations, including HIPAA, CAN-SPAM, CPCC, and GDPR, and experience managing opt-in rules and preference centers.
- Strong analytical skills with experience in A/B testing and holdout test methodologies; ability to draw actionable insights from data and act accordingly.
- Entrepreneurial mindset with the ability to build and refine channel strategy and operations, along with an openness to continuous learning and testing.
- Excellent written and verbal communication skills, with the ability to collaborate with diverse teams and stakeholders.
- Results-driven, with strong organizational skills and the ability to manage multiple tasks in a fast-paced environment.
- Strong capability with Microsoft Office Suite and collaborative tools.
Nice-to-Have:
- Salesforce Marketing Cloud Email Specialist Credential or other Salesforce certifications (e.g., Salesforce Marketing Cloud Consultant).
- Experience with Datorama and Google Analytics (or other analytics platforms such as Adobe Analytics).
- Working knowledge of SQL and AMPscript for advanced personalization and dynamic content.
- Experience in the healthcare or retail industry.
- Familiarity with cross-channel marketing, including SMS and direct mail campaigns.