Segmentation drives the biggest improvements. Sending the right message to the right segment beats any subject line optimisation.
Look for: segmentation strategy, A/B testing (subject lines, send times, CTAs), personalisation beyond name insertion, list hygiene, deliverability awareness, automation sequences, and measuring beyond opens (clicks, conversions, revenue). Best candidates discuss the full funnel from acquisition to engagement to conversion.
Practical marketing skill. Email remains one of the highest ROI channels. Candidates who dismiss it are missing fundamentals. Ask for specific results: "What open and click rates do you typically achieve?"