United Kingdom · Marketing · Entry Level (0-2 years)

Email Marketing Coordinator

Here is the whole job, in plain words. What it is, a real day, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

  • Experience bandEntry Level (0-2 years)
  • Direct reportsNo direct reports
  • Reports toEmail Marketing Specialist
  • UK framework levelUsually someone starting out, or keeping a process running

Also advertised as Junior Email Specialist · Marketing Assistant (Email) · Campaign Assistant

Built on an analysis of 43,079 real UK job descriptions · grounded in qualifications employers recognise

Start with a free Future Fluency check, tuned to Email Marketing Coordinator

Ten quick questions, one per Future Fluency, asked against this role rather than a generic one. About five minutes, and no card.

Start the check, free

1What this role really is

This isn't just about sending emails; it's about making sure every single message hits its mark, looks spot on, and actually helps our customers. You'll be the person making sure campaigns go out on time and without a hitch, working closely with the rest of the Marketing team. Think of yourself as the engine room of our email efforts, keeping everything ticking over smoothly. You'll be learning the ropes, getting hands-on with our marketing platforms, and making sure our customers get the right message at the right time. It's a foundational role, meaning you'll get to see how a busy Marketing department really operates day-to-day.

2What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

HubSpot / Klaviyo (or similar MAP)Basic

Building single campaigns from templates, scheduling sends, pulling standard performance reports, managing contact lists.

Salesforce Sales Cloud (Read-only)Basic

Looking up contact/lead data, understanding basic field mapping for list segmentation, verifying customer information.

Litmus / Email on AcidBasic

Running pre-send rendering tests across major email clients (Gmail, Outlook, Apple Mail), identifying basic rendering bugs.

Google Analytics 4 (GA4)Basic

Tracking email campaign traffic and conversions using UTM parameters, pulling basic reports on sessions and goals from email.

Excel / Google SheetsIntermediate

Using VLOOKUP, pivot tables, and text functions to clean and segment simple marketing lists before import, organising campaign data.

Asana / Monday.com (or similar PM tool)Basic

Managing personal tasks within a project, updating ticket status, communicating progress on assigned campaigns to the team.

3What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing inWhere you are nowThe step above
Campaign Content & Design ChangesNo independent changes. Escalate all requests for changes to content or design to the Email Marketing Specialist or relevant creative team member.N/A (covered in higher levels)N/A (covered in higher levels)
Email List Segmentation & TargetingExecute segmentation based on explicit instructions. Any ambiguity or new segmentation logic must be clarified with the Email Marketing Specialist.N/A (covered in higher levels)N/A (covered in higher levels)
Campaign Scheduling & DeploymentSchedule campaigns at the exact time specified in the brief. Any proposed changes to send times must be approved by the Email Marketing Specialist.N/A (covered in higher levels)N/A (covered in higher levels)
Troubleshooting & Error ResolutionIdentify basic rendering issues or broken links during QA. For anything beyond simple fixes (e.g., a complex code issue), escalate immediately to the Email Marketing Specialist.N/A (covered in higher levels)N/A (covered in higher levels)

4How you'll be judged

The scoreboard, honestly: the hard targets, how often each one is actually looked at, and the quiet human signals that never make it onto a dashboard.

Campaign Error Rate
The number of emails sent with critical errors (e.g., broken links, incorrect personalisation, wrong segments).
Target · <0.5% (ideally 0%)

If you send 10 campaigns in a month, and one has a broken link, your error rate for that month is 10%. We're aiming for virtually no errors.

On-Time Deployment Rate
Percentage of campaigns scheduled that are sent at the agreed-upon time.
Target · 98%+

If 20 campaigns are scheduled for the week, and 19 go out exactly on time, that's a 95% on-time rate. We want you to hit those deadlines.

List Accuracy & Segmentation
How accurately you prepare and segment email lists based on campaign briefs.
Target · 99.9% accuracy on list imports

You're given a list of 10,000 customers who bought Product X. If you accidentally include 10 customers who bought Product Y, that's an error. We expect near-perfect execution here.

Email Build Efficiency
How quickly you can build an email campaign from a provided template and content, once you're up to speed.
Target · Roughly 2-3 hours per standard campaign build (after 3 months)

After your initial training, we'd expect you to take a prepared brief and build a standard email in HubSpot within 2.5 hours, including QA checks.

Adherence to Process & Checklists
Following our established step-by-step processes for campaign building, QA, and deployment.
  • You consistently use the pre-send checklist, you don't skip steps in our campaign workflow, and your manager doesn't need to remind you about standard procedures. You'll document any deviations and learn from them.
Proactive Learning & Questioning
Actively seeking to understand 'why' we do things a certain way and asking smart questions to deepen your knowledge.
  • You'll ask clarifying questions during campaign briefs, research solutions before asking for help, and offer suggestions for minor process improvements (even if they're not adopted). You're not afraid to say 'I don't know, but I'll find out'.
Quality of Support to Team
How effectively you support the Email Marketing Specialist and wider team with campaign execution tasks.
  • Your manager trusts you with routine tasks, knowing they'll be done correctly. Other team members find it easy to work with you, and you're seen as a reliable pair of hands for getting things over the line.
Attention to Detail in QA
Your ability to spot small but critical errors in email builds and content before they go out.
  • You'll consistently find typos, broken links, incorrect merge tags, or rendering issues during your QA process. Your manager rarely finds errors in campaigns you've marked as 'ready to send'.

5Would you like it

The honest version. What people enjoy, and what grinds them down.

What people enjoy
Seeing Your Work Go Live

You'll get a real kick out of hitting the 'send' button and knowing that an email you helped build is now in thousands of inboxes. It's tangible proof of your contribution.

After hours of careful building and QA, you schedule a major product launch email. Seeing it go out successfully and then checking the initial open rates gives you a genuine sense of accomplishment.

Learning New Marketing Skills

Every day is a school day here. You'll be exposed to new tools, strategies, and best practices. If you love soaking up knowledge and building a foundational skill set, you'll thrive.

You're tasked with setting up a new A/B test for a subject line. You learn how to properly configure it in HubSpot, analyse the results, and understand why one performed better than the other.

Being a Reliable Team Player

You enjoy being the person the team can count on to get the job done right, especially the detailed, behind-the-scenes work that makes everything else possible.

Your manager hands you a complex list segmentation task, trusting you to get the numbers right. You deliver it accurately and on time, making their job easier and contributing directly to campaign success.

What frustrates people
  • Getting a campaign brief that's vague or incomplete, meaning you have to chase people for details.
  • Spending ages cleaning up messy data from a spreadsheet before you can even import it for a send.
  • Finding out a link is broken *after* an email has gone out (even if it wasn't your fault, it still stings).
  • The constant battle with different email clients (especially older versions of Outlook) that make your perfectly designed email look terrible.
  • Being asked to 'just send a quick email' without following the proper QA process, putting everything at risk.
What this role does not give you
  • Full creative control over email content or design.
  • Strategic decision-making on campaign objectives or audience segmentation.
  • A completely predictable, unchanging daily routine (there will be urgent requests).
  • Direct management of other team members (you'll be an individual contributor).

6Who you work with

This role directly supports the execution of our email marketing strategy. Your careful work ensures our campaigns are delivered accurately and on time, which is crucial for customer engagement and ultimately, for generating leads and sales. Get it right, and our email channel hums along, building customer relationships. Get it wrong, and we risk alienating customers and wasting marketing spend. You're building the foundation for effective customer communication.

Inside the business
  • Email Marketing Specialist (your direct manager)
  • Marketing Designers (for email creative)
  • Copywriters (for email content)
  • CRM & Data team (for audience lists)
  • Product Marketing (for campaign briefs)
Outside the business
  • None directly, but you'll indirectly impact our customers' experience.

7What you need before you start

Not a wish list. The things you would be expected to already have.

  • A genuine interest in digital marketing, particularly email.
  • A strong eye for detail – seriously, this is non-negotiable for email.
  • The ability to follow instructions accurately and consistently.
  • Basic proficiency with spreadsheets (Excel/Google Sheets) for data manipulation.
  • Excellent written communication skills in English.
  • A proactive attitude and willingness to learn new software and processes quickly.

8What to practise next

Where the job is going, and what to do about it starting this week.

Advanced Marketing Automation Platform Features

You'll move beyond simple campaign builds to understanding more complex workflows, dynamic content, and integrations within our chosen platform.

Multi-Step Workflows · Dynamic Content Blocks · API Integrations (Basic) · Lead Scoring & Nurturing

  • This quarter: Ask your manager to walk you through some of our more complex automated workflows.
  • Next quarter: Take an online course on advanced HubSpot or Klaviyo features.
  • Month 6: Propose a small test using dynamic content in one of our existing campaigns.
  • Ongoing: Read the documentation for our marketing automation platform regularly.

Quick win: Offer to help your manager map out a new simple automated workflow on paper, even if you're not building it yet.

Intermediate Data Manipulation & SQL Concepts

As data becomes more central, being able to pull and manipulate your own data for segmentation will become invaluable, reducing reliance on other teams.

SQL Basics (SELECT, FROM, WHERE) · Database Schema Understanding · Data Cleaning & Transformation · Data Visualisation (Basic)

  • This quarter: Complete an online 'SQL for Beginners' course (e.g., on Codecademy or DataCamp).
  • Next quarter: Practice writing simple SQL queries to pull data from a dummy database or our internal data warehouse (if access is granted).
  • Month 6: Learn to use Power Query in Excel for more advanced data cleaning tasks.
  • Ongoing: Ask the CRM/Data team how they pull specific segments and try to replicate the logic.

Quick win: Take on more complex list cleaning tasks in Excel, using more advanced formulas beyond VLOOKUP.

9Staying current once you are in

What people here do to keep up
  • Regularly read industry blogs and newsletters (e.g., Marketing Week, Campaign Monitor, Litmus) to stay up-to-date on email marketing trends and best practices.
  • Participate in online forums or communities dedicated to email marketing to learn from others and ask questions.
  • Attend relevant webinars or virtual events on marketing automation or digital marketing.
  • Take advantage of any in-house training or mentorship opportunities we offer.
  • Experiment with personal email projects (e.g., a newsletter for a hobby) to practice your skills in a low-pressure environment.

10How the AI economy is changing work like this

Before we ask anything of you, here's what we can already say about AI and work of this kind:

The new skill this role is being asked for: Advanced AI Prompt Engineering for Marketing

AI tools are getting better at generating marketing copy, subject lines, and even campaign ideas. Those who can 'talk' to AI effectively will be far more productive.

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

Your PlanIllustration

Built for Email Marketing Coordinator

3 units that map to this job, from the qualifications that cover it.

  1. Digital MarketingGateway Qualifications Limited · covers 6 of 10 standardsLevel 2
  2. Digital Marketing for the Digital and Creative IndustriesGateway Qualifications Limited · covers 5 of 10 standardsLevel 2
  3. Using EmailOCN London · covers 1 of 10 standardsLevel 2
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

Advanced AI Prompt Engineering for Marketing

AI tools are getting better at generating marketing copy, subject lines, and even campaign ideas. Those who can 'talk' to AI effectively will be far more productive.

  • Clear & Specific Prompts
  • Iterative Prompting
  • Brand Voice Integration
  • Output Validation

Understanding Data Privacy & Consent Evolution

Privacy regulations (like GDPR) are always being updated, and new ones are emerging globally. Staying on top of these changes is crucial for ethical and legal email marketing.

  • Consent Management Platforms (CMPs)
  • First-Party Data Strategy
  • Preference Centres
  • Impact of Browser/OS Changes

What you’ll use

Skills this role draws on

Technical

  • Email Campaign Execution
  • List Segmentation Fundamentals
  • Email QA & Testing
  • Basic Email Analytics Reporting

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    Marketing Internship/Apprenticeship

    6-12 months

    Skills to master

    • Basic campaign execution, understanding of marketing processes, teamwork, professional communication.

    You're ready to move on when

    • Consistently delivers assigned tasks accurately and on time.
    • Demonstrates a proactive attitude to learning and takes initiative.
    • Receives positive feedback from managers and peers on reliability and attention to detail.
  2. 2

    Administrative Assistant / Marketing Support Role

    1-2 years

    Skills to master

    • Organisational skills, managing multiple tasks, basic data entry and manipulation, supporting marketing activities.

    You're ready to move on when

    • Proven track record of meticulous attention to detail in previous roles.
    • Experience with basic office software and a willingness to learn marketing platforms.
    • Exhibits strong problem-solving skills for routine administrative challenges.
  3. 3

    Self-Taught / Personal Projects

    Variable (often 1-3 years of dedicated effort)

    Skills to master

    • Hands-on experience with email platforms (e.g., Mailchimp, Substack), basic list building, content creation, and simple analytics.

    You're ready to move on when

    • Can demonstrate a portfolio of personal email campaigns or newsletters.
    • Understands basic email marketing terminology and best practices.
    • Shows strong initiative and a clear passion for the field.

11Where this role leads

The long view:Your journey here as an Email Marketing Coordinator is just the beginning. We're committed to helping you build a strong foundation and explore where your talents can take you. With dedication and a hunger to learn, the opportunities in marketing are vast and exciting.

Pay & demand

Pay and demand for this role will appear here, each figure traced to a named authoritative source (e.g. the ONS Annual Survey of Hours and Earnings, under the Open Government Licence). We don’t show numbers we can’t attribute.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Email Marketing Coordinator is actually changing. In about two minutes, the free confidence check asks where you stand on each of the ten. That's the whole check, and it's what makes the plan yours rather than generic.

12The team that's yours

No two people are taught the same way. This is one-to-one, not one-to-many.

Zavmo is a hyper-personalised AI learning platform. Twelve virtual tutors, each with a different way of teaching, and one orchestration agent that picks the right one for the moment. So every single lesson is shaped around you, your role, and the way you learn. Not a course everyone sits through. A conversation built for you, and no one else.

…and nine more, matched to you after your first chat. Meet all twelve

13What it feels like

A conversation, not a course

Because your tutor knows your role, your projects and your last session, learning sounds like this. And it's different for every single person:

Digital MarketingLevel 2

Applied to your work in Email Marketing Coordinator

This unit aims to provide learners with an understanding of digital marketing approaches and their application in different sectors. Learners will analyse the advantages and disadvantages of various strategies, evaluate successful and unsuccessful campaigns, and understand how to measure the effectiveness of digital marketing efforts.

How the thinking builds
  1. Remember
  2. Understand
  3. Apply
  4. Analyse
  5. Evaluate
  6. Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

One to one, not one to many

No two people run this the same way

A course is written once and handed to everyone. This is assembled around you, and keeps changing as it learns you. Five things it reads, and what each one changes.

  1. Your actual work Every lesson is taught against a live piece of your own work, not a worked example from a textbook.
  2. What you already know The first conversation finds your starting point, so you skip what you can already do and spend the time on what you cannot.
  3. The conditions you learn under Not a learning-styles quiz. The evidence does not support those. The dimensions the research does back, read once and used to shape the plan.
  4. How far you got last time It picks up mid-thought. The tutor knows what you said, what you struggled with, and what it asked you to try.
  5. Which tutor suits the moment Twelve of them, each for a different kind of thinking. The one who walks you through a first idea is not the one who stress-tests it.

See how you learn, free. Eight questions, no sign-up. A directional taster; the diagnostic inside Zavmo goes deeper and keeps adapting.

DemonstrateIllustration

Evidenced on your work in Email Marketing Coordinator

You do not finish by watching something. You finish by showing it on the work you already do, against the measures this job is judged on.

  • Campaign Error RateThe number of emails sent with critical errors (e.g., broken links, incorrect personalisation, wrong segments).If you send 10 campaigns in a month, and one has a broken link, your error rate for that month is 10%. We're aiming for virtually no errors.<0.5% (ideally 0%)
  • On-Time Deployment RatePercentage of campaigns scheduled that are sent at the agreed-upon time.If 20 campaigns are scheduled for the week, and 19 go out exactly on time, that's a 95% on-time rate. We want you to hit those deadlines.98%+
  • List Accuracy & SegmentationHow accurately you prepare and segment email lists based on campaign briefs.You're given a list of 10,000 customers who bought Product X. If you accidentally include 10 customers who bought Product Y, that's an error. We expect near-perfect execution here.99.9% accuracy on list imports
  • Email Build EfficiencyHow quickly you can build an email campaign from a provided template and content, once you're up to speed.After your initial training, we'd expect you to take a prepared brief and build a standard email in HubSpot within 2.5 hours, including QA checks.Roughly 2-3 hours per standard campaign build (after 3 months)
These are this job's own measures, with its own targets. Nothing is marked evidenced, because nobody has started this yet. Yours would fill in from the work you bring.

Your passport

This isn't a certificate you file away. It's a passport to the life you're designing.

Every credit you earn and every fluency you build adds up: evidence where it counts, carried with you. Zavmo keeps the map: where you are, where you're heading, and the next step, at your pace, around your life. From Email Marketing Coordinator to Email Marketing Specialist (Level 2), and whatever you decide comes after.

Level 2 · in progressAI Fluency→ Email Marketing Specialist (Level 2)→ your design
Where this takes you

Your journey here as an Email Marketing Coordinator is just the beginning. We're committed to helping you build a strong foundation and explore where your talents can take you. With dedication and a hunger to learn, the opportunities in marketing are vast and exciting.

See Your Progress GrowIllustration
Email Marketing Coordinator
  • Email Campaign Execution
  • List Segmentation Fundamentals
  • Email QA & Testing
  • Basic Email Analytics Reporting
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

14The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Email Marketing Coordinator is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. This is the natural next step, moving from executing tasks to owning entire campaigns and making routine decisions.

    • A/B Testing Implementation: Designing and running basic A/B tests on subject lines, CTAs, or send times.
    • Basic Lifecycle Campaign Management: Setting up and maintaining simple automated welcome or nurture series.
    • CRM Integration Understanding: Troubleshooting basic sync issues between email platform and CRM.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, email marketing has a lot of repetitive tasks. Imagine cutting down on the grunt work and focusing on what actually matters. Here at Zavmo, we're not just talking about AI; we're using it to make our jobs easier and our campaigns better. For an Email Marketing Coordinator, this means getting a head start on tasks that used to eat up hours.

Even at an entry level, you'll be learning to use AI tools that can seriously boost your productivity. We're talking about drafting initial copy, getting quick insights, and automating some of the more tedious parts of campaign management. It's about working smarter, not just harder, and letting AI handle some of the heavy lifting so you can learn faster and contribute more effectively.

Subject Line & Copy Drafts

Use AI tools like Jasper or copy.ai to generate initial ideas for subject lines, preheaders, and even body copy variations. You'll still refine and edit, but it cuts down the blank page problem significantly. It's like having a brainstorming partner available 24/7.

Basic Performance Summaries

Feed your raw campaign data into an AI tool and get a plain-language summary of what happened. It won't replace your analysis, but it's a great starting point for understanding trends and spotting anomalies, saving you time on manual report writing.

Quick Competitive Overviews

Want to know what competitors are sending? AI tools can quickly analyse publicly available emails from competitors, giving you a snapshot of their cadence, offers, and messaging themes without you having to manually subscribe to everyone.

Automated Email Pre-checks

Use AI-powered tools to quickly scan your email drafts for common errors, brand voice consistency, or even potential deliverability flags before you even get to the full QA process. It's an extra layer of defence against mistakes.

Common questions

Common questions

How do you become an Email Marketing Coordinator?

Common routes in include Marketing Internship/Apprenticeship (6-12 months), Administrative Assistant / Marketing Support Role (1-2 years) and Self-Taught / Personal Projects (Variable (often 1-3 years of dedicated effort)). Times vary with prior experience.

Where can an Email Marketing Coordinator progress to?

This role can lead on to Email Marketing Specialist (Level 2) (18-36 months), depending on the skills you build.

What level is an Email Marketing Coordinator in the UK?

This role aligns to RQF Level 2 on the UK framework, a guide to the depth of qualification it maps to, not a hard entry bar.

What new skills matter most for an Email Marketing Coordinator?

Increasingly, Advanced AI Prompt Engineering for Marketing and Understanding Data Privacy & Consent Evolution. These are the areas where the higher-paid, future-proof work is heading.

The honest bit

You’ve started things before

Most of them were built for a room full of people who aren’t you. A cohort moves on whether or not your week allowed it, and by the third week the thing you’re behind on becomes the reason you stop opening it.

There’s no cohort here, and no timetable to fall behind. Before anything starts, Zavmo asks when you’re sharpest and how long you can realistically sit down for, then builds the sessions around those answers. A bad fortnight changes your pace. It doesn’t put you behind.

And you only pay once you start learning. Searching and planning are free, and you can cancel any time — so the cost of finding out is an afternoon, not a year.

What it costs

Less than one coaching session. Every month.

A single career-coaching hour costs more than a month of this, and it ends when the hour does. Zavmo doesn't. It's £70 a month, about £2.30 a day, for a companion that knows an Email Marketing Coordinator, works on the job you actually do, and keeps going at your pace rather than a timetable's.

  • Searching and planning stay free. You only pay when you start learning.
  • Your credits are yours. Regulated, and they don't vanish when a subscription ends.
  • Cancel any time and billing stops. No notice period, no minimum term.

Your path, personalised

You have the map. Walking it is the part we do together.

This route runs to 10 national skill standards. That is a real journey.

Zavmo shapes a learning experience as unique as you are. It fits how you learn, your pace and the work you already do. Every step stays benchmarked to recognised national standards. That’s the plan for becoming an Email Marketing Coordinator: personal to you, and it still counts. The first steps are free.

Independent research finds well-designed intelligent tutoring performs nearly as well as one-to-one human tutoring: VanLehn (2011), Educational Psychologist.

A private tutor in the UK averages £35–40 an hour . Zavmo is £70/month.

A real plan on learn.zavmo.ai: Ofqual-regulated units, credits, and a three-month run at your own pace.
Start free No commitment. See your first steps free.

15Where to go from here

Other roles at Level 2

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

Other roles in Marketing

Stay in the field you know and move sideways rather than up.

If you leave this industry

The skills you'll gain in email marketing (data segmentation, campaign management, customer journey mapping, analytics) are highly transferable across almost any industry. Whether it's e-commerce, SaaS, finance, or non-profit, every organisation needs effective email communication. You could easily move into broader digital marketing roles, CRM management, or even product marketing.

Not sure this is the right direction?

Work out what you actually want from work first, then come back and see which roles fit it. Takes about ten minutes.

This role profile is © 2026Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Build my plan, free Here's the first ten minutes: a 2-minute confidence check → your personalised roadmap → meet the tutors matched to you. No card, cancel any time. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.