Analyst, Customer Lifecycle Email Marketing

As an Analyst in Customer Lifecycle Email Marketing at Comcast Advertising, your primary responsibilities will include developing and executing automated email campaigns throughout the customer lifecycle. You'll manage the creation and optimization of multi-step customer journeys utilizing Salesforce Marketing Cloud, and work closely with various teams to align strategies with our business goals. Additionally, you'll analyze key performance metrics and conduct A/B testing to enhance engagement and conversion rates.

To qualify for the Analyst in Customer Lifecycle Email Marketing role at Comcast Advertising, candidates should have 3+ years of experience in email marketing or marketing automation within a B2B environment. Proficiency with Salesforce Marketing Cloud, particularly Journey Builder and Email Studio, is essential. Candidates should also possess strong analytical skills and knowledge of email segmentation strategies, lead nurturing, and compliance with email marketing regulations.

Analysts in Customer Lifecycle Email Marketing at Comcast Advertising utilize a variety of tools to execute their strategies. Key among these is Salesforce Marketing Cloud, specifically its Journey Builder, Automation Studio, and Email Studio features. You'll also use analytics tools like Google Analytics and BI tools to monitor performance and generate insights, ensuring that the campaigns are effective and aligned with our objectives.

The Analyst role is critical in driving customer engagement at Comcast Advertising by developing targeted and personalized email campaigns tailored to our audience's preferences. By leveraging data for segmentation and implementing A/B tests to refine content and delivery times, the Analyst ensures that our email communications resonate with recipients, thereby increasing engagement rates and enhancing customer retention over time.

Yes, prior experience in B2B email marketing is highly recommended for the Analyst position at Comcast Advertising. The ideal candidate should have at least 3 years of experience in email marketing or marketing automation, as this will equip them with the skills needed to develop effective campaigns and understand the nuances of engaging B2B audiences.

To answer this question effectively, choose a specific campaign that highlights your skills in planning, executing, and analyzing email marketing efforts. Focus on the goals, strategies employed, and the metrics used to evaluate success. Discuss the role of analytics and any A/B testing you conducted to improve results, demonstrating your data-driven approach.

When discussing your approach to audience segmentation, emphasize the importance of leveraging first-party data, behavioral signals, and firmographic insights. Explain how you analyze data to create targeted segments that align with specific customer needs or behaviors, resulting in more personalized and effective email campaigns.

Essential metrics for measuring email campaign success include open rates, click-through rates (CTR), bounce rates, conversion rates, and unsubscribe rates. You should discuss how each metric provides insights into different aspects of campaign performance and inform future email strategies.

Staying updated on trends in email marketing can be achieved by subscribing to industry newsletters, participating in webinars, attending conferences, and following thought leaders on social media. Share specific resources you rely on and how they inform your strategies, demonstrating your commitment to lifelong learning.

To illustrate your experience with A/B testing, discuss specific scenarios where you formulated hypotheses, set goals, and ran tests on various elements such as subject lines, content, or CTAs. Mention how your analysis of the results helped optimize future campaigns, showcasing your analytical and decision-making skills.

Ensuring compliance with email marketing regulations, such as CAN-SPAM and GDPR, involves staying informed about the legal landscape and best practices. Discuss your strategies for maintaining list hygiene, managing suppression lists, and ensuring proper consent for communications, showcasing your attention to detail and ethical approach in marketing.

Collaboration is vital in email marketing, as it ensures alignment between your campaigns and the broader business objectives. Describe how you work closely with teams across departments—like sales, product marketing, and design—to gather insights, gather content, and create compelling email designs that resonate with the audience.

Improving email open rates often involves testing different subject lines, personalizing content, and analyzing send times for optimal engagement. Discuss specific techniques you've applied in past campaigns and any data-driven insights that helped you refine your approach to maximize open rates.

Discuss your approach to task prioritization using frameworks like Eisenhower Matrix or simply outlining your method for assessing deadlines, resource availability, and campaign impact. Highlight how effective organization and communication ensure timely delivery and high-quality results in your email marketing campaigns.

Handling negative feedback is crucial for growth. Describe how you approach constructive criticism—whether consisting of low engagement metrics, unsubscribe feedback, or direct complaints. Emphasize your strategy of analyzing the feedback, adapting future campaigns based on insights learned, and maintaining a customer-first mindset.