T Tool or technology HF-D8.3-006 cross-sector 10 skills

Email and marketing automation

Configures email sequences, forms and rules in an automation platform that respond to the behaviour of recipients.

How hrmforce measures this

The candidate performs a representative work sample under standardised conditions.

Level	Behaviour at this level
N1 Guided	Sends a newsletter with an existing template to the correct list and checks the test message first. works under supervision and follows instruction · routine, one variable at a time · own task
N3 Proficient	Builds an own sequence with conditions and triggers, tests it and improves it based on open and click rates. sets own approach and seeks input proactively · several variables, some ambiguity · own team or process
N5 Leading	Determines the setup and data rules of the automation platform and establishes which sequences apply across the organisation. sets the standard and the policy · strategic, under high uncertainty · organisation, value chain or profession

N2 and N4 are deliberately not anchored. Raters place them between the anchors, following the O*NET convention.

These skills inherit the assessment route and the behavioural anchors of this construct.

T	Skill	Definition	Demand outlook 2026 to 2030
T	Building an email flow Email flow	Builds a series of emails with delays and conditions that responds to recipient behaviour.	rising
T	Setting up and sending a newsletter Newsletter	Compiles content and layout of a newsletter, selects the mailing list and sends on time.	rising
T	Using Mailchimp	Manages lists, templates and campaigns in Mailchimp and reads the statistics per send.	rising
T	Using HubSpot Marketing Hub	Configures workflows, forms, lists and reporting in HubSpot for marketing and lead follow up.	rising
T	Setting up lead scoring Lead scoring	Assigns points to profile and behaviour so sales picks up the most mature leads first.	rising
T	Building forms and landing pages Landing page building	Builds forms and landing pages that pass data correctly through to the customer system.	rising
T	Managing segmentation lists List management	Manages static and dynamic lists with rules so every recipient receives the right emails.	rising
V	Optimising email performance Email optimisation	Improves opens, clicks and unsubscribes by testing subject lines, timing and content.	rising
K	Safeguarding email deliverability Email deliverability	Knows and arranges authentication, reputation and list hygiene so mail arrives in the inbox.	rising
K	Managing consent and unsubscribes Consent management	Records consent, processes unsubscribes immediately and keeps the administration demonstrably in order.	rising