Hiring the right email marketing freelancer can make all the difference between campaigns that convert and messages that go unread. Below is a practical, step-by-step guide to help you identify, vet and engage the best email marketing talent for your business.

1. Clarify Your Email Marketing Goals

Before you begin your search, define what success looks like. Are you aiming to grow your subscriber base, boost click-through rates, re-engage dormant leads or drive product sales? Establishing clear objectives (e.g. “increase open rates from 15% to 25% over six months”) allows you to evaluate a freelancer’s past achievements against your needs—and ensures they have relevant experience.

Tip: If you’re outsourcing other functions too—like back-office tasks—check out our overview of How does back-office outsourcing work? for a broader view of remote engagement.

2. Assess Experience and Technical Proficiency

A specialist in email marketing should be well-versed in the major Email Service Providers (ESPs) and strategies for deliverability, segmentation and automation. Look for:

• ESP expertise. Proven use of tools like Mailchimp, Klaviyo, Campaign Monitor or Sendinblue.

• Deliverability know-how. Familiarity with authentication protocols (SPF, DKIM, DMARC), spam-filter testing and list hygiene.

• Segmentation & personalization. Ability to create dynamic segments and tailor content based on subscriber behaviour—an increasingly critical skill, as data-driven campaigns outperform generic blasts.

3. Examine Portfolios and Case Studies

Numbers don’t lie. Ask candidates to share:

• Open and click-through rates. The average ROI for email marketing is $36 for every $1 spent (source:growbo.com); top freelancers often deliver open rates north of 20–30% and CTRs above 2–5%.

• List growth metrics. What strategies did they deploy to grow or re-engage audiences?

• A/B testing results. Evidence of systematic subject-line, design or send-time tests that drove measurable improvements.

Where portfolios are unavailable—particularly for media buyers or technical marketers—consider offering a small, paid competency task to demonstrate skills.

4. Evaluate Soft Skills and Communication

Email marketing isn’t just about coding templates or writing copy; it’s a collaborative process. During interviews, gauge:

• Responsiveness. Do they reply promptly and thoughtfully?

• Strategic thinking. Can they articulate how their tactics align with your overall business goals?

• Reporting clarity. Will you receive regular, easy-to-understand reports on performance metrics?

A freelancer’s ability to translate data into actionable insights is as important as their technical chops.

5. Compare Rates and Expected ROI

Freelancer rates can vary widely—anywhere from £15/$18 to £60+ per hour depending on expertise and location. Rather than choosing the cheapest option, focus on value:

1. Estimate ROI. If a candidate can boost your revenue by 10%, even a higher rate may pay for itself many times over.

2. Beware of hidden costs. Ensure all deliverables—campaign planning, design, deployment, analysis—are included.

3. Flexible arrangements. Look for month-to-month or hourly contracts with clear scopes, like those offered through our Find a Marketer service.

6. Run a Pilot Project

Before committing long-term, engage your top candidate on a small pilot:

• Set clear KPIs. Define targets for open rate, CTR and conversion.

• Provide creative freedom. Allow them to craft subject lines, content and scheduling.

• Review results rigorously. Compare performance to benchmarks and solicit feedback from stakeholders.

A successful pilot is the best predictor of ongoing success.

Leverage Your Network and Reputable Platforms

While general freelancing sites can yield candidates, niche platforms and referrals often surface higher-quality professionals. At RooCruit, for example, we pre-screen and video-interview every marketer, delivering three vetted profiles in under 24 hours. If you’re building a broader remote team—whether for marketing, administration or sales—you might also find value in our guide How to Get a Marketing Job Remotely: A Complete Guide to understand remote dynamics from both sides of the desk.

By following these steps—defining goals, vetting technical skills, evaluating soft skills, running pilots and comparing true ROI—you’ll be well equipped to select an email marketing freelancer who not only meets your immediate campaign needs but becomes a strategic partner in your long-term growth.