The Difference Between an Email Copywriter and an Email List Manager
(and Why One Is Better…)
There are a lot of copywriters out there. Some only focus on one type of copy, while others may focus on a specific niche. And then there is a somewhat new breed in the world of marketing: email list managers, who take care of email marketing for companies.
If your company uses email marketing to connect with customers or clients, it’s good to know what the difference is between an email copywriter and an email list manager.
That’s why in this blog I’ll share everything you need to know about copywriters and email list managers, so that you can decide which one is best to help you sell more with your email marketing!
What is a copywriter and what does a copywriter do?
Let’s first dive into copywriters. Who are they and what can they do for you?
A copywriter is a professional writer who creates content that is designed to persuade the reader to take a specific action, such as making a purchase, signing up for a service, or subscribing to a newsletter. Copywriters are responsible for crafting messages that are clear, concise, and compelling, with the goal of convincing the reader to take a desired action.
Copywriters often work in advertising, marketing, or public relations, creating content for a wide range of media, including websites, social media, email campaigns, print advertisements, and more. They use their skills in writing and persuasion to craft messages that resonate with their target audience, and they are often highly skilled at understanding the psychology of their audience and tailoring their messaging accordingly.
What about an email copywriter?
In the context of email marketing, copywriting is a critical component of creating effective email campaigns. Whether you are trying to promote a product, build brand awareness, or simply keep your subscribers engaged, the quality of your copy can make all the difference in the success of your campaign.
Email copywriters typically deliver just the copy of your emails. It’s up to you or someone within your company to make sure the email copy is uploaded to the Email Service Provider(ESP), sent out correctly and timely, and that the email list is managed for optimal results.
What is an Email List Manager and what does an Email List Manager do?
An email list manager is usually an email copywriter who also helps you to manage your email list effectively. This includes everything from creating and maintaining your list of subscribers, to sending out targeted email campaigns, tracking open and click-through rates, managing unsubscribes and bounces, and optimizing your email deliverability.
Most email list managers started out as copywriters who are looking to be able to help their clients better. Offering a done-for-you service hugely benefits them because the value of their service increases by a lot. The price on the other hand, not so much! It’s a win-win for both parties!
So, email list managers basically take care of the entire email marketing process for you. This makes the process of your email marketing a lot smoother, without it being much more expensive.
Why do I offer both?
When I first started copywriting, I was instantly interested in email copywriting. But as I started learning about copywriting and writing more email copy, I started to wonder why I wouldn’t be the one to upload them to my clients’ ESP. With access to the ESP, I’d have access to a bunch of statistics that can help me gain insight into what works and what doesn’t. That’s when I stumbled upon email list management. I found a training programme to become a certified email list manager and didn’t need to think twice about joining. (If you’d like to learn more about this program, let me know!)
What are some things email list managers do to manage your list?
Managing your email list is an essential and much underrated part of email marketing. To which inbox your emails are being delivered heavily depends on your reputation. You know how the neighborhood you live in and the friends you have impact the way people may see you. Same goes for email marketing. You want your emails to come from an IP address that has a good reputation and you want positive engagement.
Process of working with just an email copywriter
Are you working with a copywriter who writes your emails? Then your process looks something like this:
The copywriter gets the assignment and starts writing the email
The copywriter returns the work, for example in a GoogleDoc
It’s now up to someone else to upload the copy into your ESP
The person responsible doesn't like to do this, or has other priorities. They might be your general manager, who has a big to-do list with high priority tasks…
The email is meant to be sent out on Tuesday, but suddenly it’s Wednesday afternoon…
Now you paid your copywriter for an email that you can’t even use!
Next time, your email is sent out in time, but somehow hits promotions, or even worse… spam!
The person who is in charge of your ESP doesn't know what it means, let alone how to fix it. Oh and mind you, they will certainly not have time to figure out how to fix it…
You notice open rates drop and less revenue is being made from your email list
Time goes on, more and more emails land in spam… Digging a deeper hole to crawl out of…
Now the problem is much bigger and more complicated to fix. An email list manager who specializes in email deliverability can fix this, but it’ll cost you a lot more than hiring them from the get go!
What makes an email list manager so special?
I think you get the point here… The value an email list manager adds to your email marketing is huge! Better strategy, higher open rates, more sales and a better return on your investment.
Are you looking to get started with your email list or do you want to optimize your email marketing? I’m happy to give you some tips and tricks, all you have to do is send me an email or book a call with me. (:
Look forward to meeting you!
