JOB DESCRIPTION Job Title: Division: Department/Region/Section: Location: Reports to: Responsible for: Grade: Email Marketing Officer Marketing and Communications Digital Media Southwater, HQ Digital Marketing Manager N/A MS1Veterinary Surgeon 1. Purpose of the job To support the Society s online communications strategy through the use of email. To manage the end-to-end process from scheduling and production to evaluation of the RSPCA s email communications. 2. Dimensions Manages the production and sending of emails sent via the email marketing platform expected to be in excess of ten million emails per annum. Supports specific directorates with email activity, including the Campaigns and RSPCA Enterprises divisions. Ensures email is an integrated part of all relevant digital marketing campaigns. Integrates transactional emails with the website, the preference centre and when people registering an account with MyRSPCA so that emails are automatically triggered when accounts are registered and personal details updated. Produces reports on the performance of email activity and uses the behaviour of recipients to recommend updated strategies. Tests ways to optimise emails. Email database administration including the creation and maintenance of user accounts, and organisational settings. Manages and optimises data held within the email marketing system, ensuring compliance with the Data Protection Act. Advises on the best fit for creative and messaging in order to optimise the data gathered about our supporters
3. Principal Accountabilities Develop the RSPCA s email marketing communications strategy, testing design and content of emails, and evaluating activity against defined KPIs. Strategy Ensures email marketing programmes are developed as a connected part of digital marketing plans. Manages requests from fundraising, campaigns, shops and other departments, prioritising against the email communications strategy in order to create a coherent calendar of email marketing. Develops a strategy for collecting email addresses of new prospects for fundraising, campaigning and the shop. Instigates strategies for behavioural targeting and personalisation of emails. Ensures our email marketing is integrated in programmatic digital media planning and that data informs retargeting strategies. Ensures the audiences receiving emails are considered at the start of all new email communications planning and that the supporters journey through email and other digital channels is understood and part of communications planning work. Consults with RSPCA partners to integrate RSPCA messages in their email marketing communications, and relevant content about their products and services in RSPCA emails. Demonstrates best practice in email marketing to divisions across the RSPCA, inspiring change and advocacy. Carries out competitor analysis against other commercial and non-profit organisations and uses learnings to make improvements to RSPCA email communications. Supports the Digital Marketing Manager by attending and representing the RSPCA at seminars and briefings,feeding back into the digital media team where appropriate. Content & design To verify emails prepared and edited by non digital media departments. To work with the website team, and other relevant departments, to manage the quality of all email content To ensure all email communications ares on brand and appropriate for the audiences. To create HTML email templates To manage relationships with external design partners. Data To manage updates to data held on the email marketing system, ensuring data held complies with the Data Protection Act.
Systems Process To lead on the integration between the ecrm and CRM platforms. To lead in the development and ongoing improvement of the email preference centre, maximising the variety, quantity and quality of data collected, and ensuring that it supports online communication strategies. To work with the Marketing Data team to agree the processes and principles of marketing through email to Supporters, identifying and recommending ways to segment ecrm data most effectively for email communications. To manage the relationship with the email marketing software supplier, and between 3rd party agencies and the ecrm supplier, where appropriate. To support and train others in the use of the ecrm system. To create user documentation where appropriate. To manage, plan and schedule all email activity sent via the email marketing system. To devise and document processes used. To support the digital media department by ensuring that incoming invoices from the ecrm supplier are accurate and correctly charged. To advise and support other departments with their online communications projects. To develop knowledge and sound working practices, and to adhere to legal requirements for online communications e.g. Data Protection etc. To develop and maintain the overall email schedule. Reporting To work with the Digital Analyst and ecrm supplier to produce reports and analysis of email marketing campaigns. To advise on changes needed to improve email KPIs. To ensure appropriate tracking code is used in communications from the ecrm system allowing for analysis to take place. To maximise digital media effectiveness by setting measurement criteria and providing reports to campaign project managers. Testing To devise, manage and implement email testing programmes, working with external agencies where appropriate. To use analysis and lessons learnt through sends and testing plans to identify and manage improved email campaigns.
While at work all staff are required to take care of their own health and safety and that of others who may be affected by their acts and omissions. co-operate with Society policies and procedures for health and safety 4. Knowledge, skill and experience Please refer to the attached person specification (Appendix A). 5. Organisation 6. Job Context The post holder will work within the digital media team to ensure the email requirements of marketing programs, technical developments and fulfillment requirements are met. Work is developed through the Head of Digital Media, Digital Marketing Manager and through regular strategy reviews with the Fundraising and Campaigns teams. The e- communications strategy will be devised by the Head of Digital Media and Digital Marketing Manager and the post holder will assist them in developing and delivering that strategy. The post holder will also be expected to work closely with other members of the
digital media team. The job will have minimal day-to-day supervision and the post holder will be expected to be self motivated and be able to work on their own initiative. 7. Additional information N/A This job description is a statement of the job content agreed at January 2013. It should not be seen as precluding future changes. Job holder s signature:.. Date: Line manager s signature: Date:.