Role Overview
Clients hire an Email Marketing Expert because email is not just another channel—it’s the retention pillar of a DTC brand. Your job is to turn customer data into revenue, by building high-converting flows (automation) and campaigns (broadcasts) that keep the brand top of mind and bottom-line strong. This role exists to make profitable use of every lead captured and every sale made, while deepening customer relationships in line with the brand’s tone, timing, and targeting. Virtual assistants in this seat are expected to move the numbers: open rates, click rates, conversion rates, repeat purchases, AOV, LTV. That’s the work—measurable, accountable, and growth-focused.
This is *not* a copy-paste job for loading Canva graphics into email templates. It’s not just scheduling promos. And it’s never “just follow the calendar.” Clients expect strategic thinking: segmentation logic, clear triggers, data-backed decisions, and end-to-end execution that drives results. The better you understand owned traffic, customer journeys, and retention economics, the more valuable you are to the brand. When this role delivers well, the business scales sustainably. When it’s weak or misaligned, revenue stalls or slips—fast.
Standards You Must Meet
• Clear ownership of core metrics—open rate, CTR, revenue per recipient—with improvements tracked and attributed across flows and campaigns.
• Every automation you build must have strategy behind it: logic, timing, triggers, and segmentation that convert, not just send.
• Campaigns can’t feel random; clients expect consistent brand voice, precise targeting, and data-backed messaging that drives purchases.
• You’re hired to grow retention, not just “send emails”—if repeat rate, AOV, or LTV stagnate, questions will follow.
• Reusing templates without customizing offer, segment, or timing signals laziness to clients—don’t do it.
• Quality beats quantity; sloppy builds, typos, off-brand visuals, or missing links will cost you authority fast.
• You’re expected to manage the calendar but think beyond it—clients want a partner, not a scheduler.
• When performance dips, you must come with insights and next steps—not excuses or silence.
What You’ll Be Doing
• Build, test, and sequence lifecycle flows—welcome, abandoned cart, post-purchase, winback—with precise triggers and performance logic.
• Write and schedule campaigns that match audience segments with timely messaging, clear offers, and on-brand creative strategy.
• Identify, create, and refine segments based on behavioral, transactional, and engagement data to increase conversion and LTV.
• Track flow and campaign performance weekly, extract insights, and recommend adjustments based on revenue attribution—not guesses.
• Audit existing automations monthly to spot dead flows, missed upsells, poor timing, or fatigue risk—and act accordingly.
• Run ongoing A/B tests across subject lines, creative, sending windows, and offer formats to lift core KPIs.
• Ensure deliverability best practices are met, links work, design fits the brand, and sends go live without errors.
• Collaborate with the team to sync email strategy with promos, product cycles, and retention milestones beyond the calendar.
What You’ll Hand Over
• A fully built and tested email flow (e.g., Welcome, Abandon Cart, Post-Purchase) with logic map, segment criteria, and actual live metrics.
• A 30-day campaign calendar with subject lines, send dates, target segments, and commercial intent per email.
• A performance report covering key email KPIs (open rate, CTR, revenue per recipient), with insights and actions for next round.
• A/B test summary with results, performance metrics, and decision on which version scales and why.
• A cleaned and segmented list with updated rules for tags, engagement filters, and suppression syncing.
Tools You’ll Need to Use
• Klaviyo – Central to building, segmenting, and automating high-converting email flows for DTC Shopify brands.
• Shopify Email – Used for direct campaigns and transactional messaging within native Shopify workflows.
• Canva – Supports quick-turnaround visual assets for email layouts, adapted to brand and campaign needs.
• Litmus – Ensures emails are cross-client compatible and render correctly across devices.
• Google Analytics – Provides key insights on email-driven traffic and conversion metrics tied to campaigns.
• Segment – Powers accurate customer data syncing for personalized targeting in email strategy.
• Figma – Used for collaborating with designers on email layouts and branded content assets.
Why Work Smarter
As an Email Marketing Expert, you’re expected to understand the automation potential in your workflow — from syncing subscriber data across platforms, to automating welcome and winback flows, to integrating triggers between Shopify, Klaviyo, and other apps. If you can’t at least identify what can be automated, the client is paying for inefficiency.
OES treats this as an emerging standard — not strictly required today, but fast becoming the baseline. We are aligning with the market as it is, not as it was. For us and for our clients, AI and automation fluency isn’t extra. It’s expected.
Why Your Work Matters
DTC brands don’t thrive on first-time purchases—they grow on repeat customers. That’s why email marketing isn’t a nice-to-have; it’s a core revenue engine. When flows are misaligned, campaigns fall flat, or seg logic is off, money bleeds quietly but consistently. A good storefront with poor retention is an expensive leaky bucket. That’s what you’re here to stop.
This role drives margin. Every automation you build, every sequence you optimize, every test you run has a measurable effect on profitability. If your work hits, revenue climbs—without more ad spend. If it slips, the whole store underperforms, and client trust erodes fast. You are not just “running emails”—you are managing a critical profit line, in real time, with real stakes. That’s why this role is non-negotiable at OES.
What We Expect From You
As a Specialist-level Email Marketing Expert at OES, you are expected to operate with clear judgment, channel-level discipline, and sharp accountability for lifecycle profitability. You are not here to simply “send emails”—you are here to own the performance of email as a revenue channel across multiple stores with different brand directions. You understand the role of segmentation, flows, and campaign structuring not just as tactics, but as levers of compounding profit. You reliably execute email strategy in fast-moving environments, respond to live data indicators, and keep all activity compliant—especially in regulated markets like EU, UK, or California. Your rhythm is not reactive; it’s precise, strategic, and driven by profit outcomes.
We are looking for someone who can thrive in DTC environments where brand, performance, and speed collide. You already know how to tailor deliverability, copy, cadence, and design to different product types, and you can explain the “why” behind every flow you set up. This level carries risk and real accountability—every misstep costs the store, so we expect your hands to be steady, your output sharp, and your eye for performance constant. At this tier, nothing is offloaded—you are the primary executor and first layer of quality control. If you’re not ready to own revenue results from this channel end-to-end, you’re not ready for Specialist at OES.
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$530 – $1,700
OES salary standards reflect real market benchmarks, tier and experience level, ensuring fair pay for VAs and realistic expectations for clients.
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