Having an eCommerce website can be an excellent business opportunity with the right planning, skills, and resources. Regardless of what type of product or service you might want to sell, the internet offers an enormous and unique avenue for doing it. To be successful, however, eCommerce site owners must know how to effectively and efficiently communicate with customers.

In many cases, this is where email marketing experts come into the picture. As online communication plays a major role in the success or failure of an eCommerce site, it is not uncommon for business owners to seek out the help of professional marketing services. To better understand what email marketers do, check out these six irreplaceable roles that they provide for eCommerce websites. 

1. Market Researcher

To understand your customers, you also have to understand your competition. As such, one of the most useful roles email marketing specialists play is a market researcher. When first beginning a project, researching the market is typically the initial step these individuals take. From there, they can gather valuable insights about your industry, products, and services and see how they compare to other eCommerce sites that work in a similar arena. Then, they can help set your site apart from all the rest.

2. High-Quality Copy Creator

If one thing is certain, it is that email communications require a substantial amount of written copy. Not only that, but if you want to really catch customers' attention and stay in their minds until they are ready to make a purchase, you need high-quality copy that motivates and sells. Although an organisation may have many employees who can write an email, this is an area where a professional email marketer really shines. 

3. Past and Future Campaign Analyst

Before moving forward with new marketing, it pays to look back and ask yourself what past efforts have looked like. In this way, email marketing specialists work as campaign analysts to compare past strategies while identifying strengths and weaknesses. After putting thought into previous campaign planning and turnouts, it is then time to turn your attention over to the future. For this reason, conceptualising future email campaigns based on past knowledge is one more important role that email marketers play. 

4. Graphic Design Collaborator

With any type of communication, collaboration is necessary. This is especially true in terms of an eCommerce site's look and feel. Ideally, all website and email contributors are on the same page. Because of this, another role that email marketing pros take on is collaborating with graphic designers who have the skills to transform the appearance of the website and corresponding email communications. 

5. Database Manager

Although you do not associate email marketing with the maintenance of databases, it is actually a significant part of the job. When it comes to storing the information of customers or site visitors who have opted in for correspondence, email marketing specialists usually oversee several relevant databases. There are marketing tools available to make this aspect of the job much easier through automation. 

6. Email Distributor

Speaking of automation software, it serves more than one purpose. In addition to using it to maintain significant amounts of data, email specialists also use marketing software to help them distribute emails throughout the organisation or network. When visitors sign up to receive newsletters or coupons on an eCommerce website, for example, they receive communications whenever the email marketing specialist sets up the software to distribute them.