Unlocking the Secrets of Email List Building, Growth, & Management

Tom Wozniak Chief Operations Officer at Optizmo Technologies, LLC

While email list building is frequently discussed, few tackle the subject with a positive perspective. Due to various malpractices associated with list building and management, the conversation often revolves around what not to do.

However, that’s only half the story. Email list building, growth, and management are vital elements of your email marketing strategy and deserve more than just a focus on the negative.

We caught up with Tom Wozniak, a highly respected expert in email marketing who has a strong following within the email community, to grab the whole ball of wax. Over to Tom!

For someone just starting with email marketing without any subscribers, isn’t building the list both a temptation and a necessity? How should one navigate the spectrum of choice? How crucial is stake analysis at this point?

Tom: Every new email marketer starts from zero with their list. So, this is a common challenge. Building an email list from the ground up takes time. You start with the basics, by giving visitors to your website, app, etc., the opportunity to subscribe to your list. Make the signup prominent and as easy as possible. Once you are delivering relevant and valuable content to your slowly growing list (this is a must if you’re serious about building a long-term email marketing program), then you can look at ways to kickstart your list signups. Consider partnering with other list owners who reach a similar audience. Either advertise in their newsletters or other email content or discuss them doing a dedicated send promoting your content. This can be a great way to get your content in front of a larger audience and drive new signups.

It’s said that the best acquisition sources are close to a brand’s shopping or customer service activities. But these touchpoints might also add one-time buyers to the list. What’s the value trade-off here?

Tom: Every long-term customer starts as a one-time buyer. Some tail off and may never buy again for a variety of reasons, but others become part of your core long-term customer base. Giving every new buyer the opportunity to become a long-term customer is a logical part of your sales process. Sometimes your email program is what will convince a one-timer buyer to make that second purchase. You can always remove non-responders from your mailing lists at a point in the future, but leverage the opportunity to use email content to build relationships with your new buyers if you want to optimize your long-term customer base.

It’s generally believed that short and simple signup forms work better. However, longer forms, while getting fewer signups, usually bring in more qualified leads. What does a balanced approach look like?

Tom: Start by asking yourself what information you really need from a new signup. Before data privacy became a significant concern for consumers and government agencies, companies could argue that collecting more data was always better. You never know when some innocuous data point could become valuable in your audience targeting efforts down the road. So, many companies erred on the side of collecting more data than was necessary. However, with the emergence of data privacy laws across many states, companies are becoming much more judicious in their data collection practices. So, consider what data points you need to effectively deliver relevant email content to your subscriber list. This will lead naturally to a more streamlined approach to creating forms and gathering data from your new signups.

How can brands with offline operations use them to collect email addresses?

Tom: Most brick-and-mortar retailers try to collect email addresses from customers during the checkout process. But, the key is to offer some value in return for the information. Creating a rewards program or customer club is one way to incentivize customers to sign up and provide an email address, in order to receive special offers or other member benefits through email. Just make sure you are providing a good reason for them to provide an email and clearly spell out what kinds of information you will be sending them.

Email marketers often don’t control where the signup form appears on the website. Do you have any tips on how they can convince the web team to involve them in this decision since email marketers are ultimately responsible for list growth?

Tom: Having silos in a company can create these types of situations, where a website team may feel no incentive to help the email team build their subscriber list by making the signup prominent and simple on the site. One way to head this off is to remind the web team that part of the email program involves driving recipients back to the site to engage in content or make purchases. That should directly impact the web team’s goals. Make it clear that working together benefits both teams.

Besides website signup forms, lead magnets, webinars, and online events, what additional methods can marketers use to build their email lists?

Tom: Partner marketing is a good option. Find other email newsletters or content publishers with whom you share a common audience, then see about having your content promoted in their next email or whether they do dedicated email campaigns for partners. This can be a great way to put your content in front of a large audience of potential subscribers all at once.

The holidays are coming up, and many email marketers focus on re-engaging inactive subscribers to boost responses. However, deliverability challenges peak during this period. Where do you think email marketers go so persistently wrong?

Tom: This is one of those areas where the answer to what to do in a marketing program is ‘it depends’. The best way to approach holiday email campaigns is going to largely come down to a company’s individual business model. For some, it may deliver a very positive ROI to focus on re-engagement efforts. For others, deliverability challenges or other factors may mean that focusing on high-performing customers is the most effective approach. So, it’s important for each marketer to understand their own business model intimately with a detailed analysis of past years’ campaign performance to make the best decisions about how to approach the upcoming season.

When it’s time for a thorough list cleanse, the first step usually is doing a quick list pinging. Since executives may not fully understand daily email operations, they often hesitate to allocate resources beyond basic list pinging. How can email marketers convince management to invest more?

Tom: With inbox providers like Gmail and Yahoo! making requirements more stringent for mailers to reach in the inbox, list hygiene is more important than ever to optimize deliverability. One way to demonstrate the need for assigning adequate resources to overall list hygiene is to show how reduced deliverability would impact overall email campaign performance – particularly conversions. That can make the budgetary decision more connected to potential revenue.

Could you share some lesser-known or often-overlooked techniques for email list cleaning? Also, what tools and automation techniques can be used to streamline the email list cleansing process and improve efficiency?

Tom: List hygiene can include a number of steps, some of which are important for every email marketer and others that become relevant in some cases, but possibly not others:

• Basic email validation – ensuring every email on the list is properly structured.
• Email verification – using an email hygiene partner to verify if email addresses exist and are actively being used.
• Removing unsubscribes – this is an essential step to ensure email compliance.
• Removing bounces – previous hard bounces should always be removed from a send, but what about soft bounces? That is up to each email marketer.
• Removing non-responders – at what point should an email recipient who has never engaged in your campaigns be removed? 6 months? 12 months? The answer really depends on your business model and marketing goals.
• Suppressing other audience segments – email marketers may suppress certain audience segments from specific campaigns either temporarily or permanently, based on their unique business model.

Unsubscribes are often considered healthy because the idea is that uninterested people leaving the list improves its health, avoiding spam complaints and protecting sender reputation. However, this reasoning wrongly assumes that all unsubscribes are voluntary and reflect disinterest. How would you suggest email marketers assess unsubscribes?

Tom: Email marketers should evaluate and analyze their unsubscribes in the same way as responders. Identify patterns in opt-out behavior that can be used to optimize future campaigns. Do certain audience segments opt out at a higher rate? Consider targeting those segments with different email messaging, since they may not find your current content engaging. Do unsubscribes tend to come in at certain times or from certain devices at higher than average rates? Is there any correlation between strong campaign engagement and unsubscribe rates? The key is to think outside the box a bit and understand the lessons these negative marketing signals are teaching you.

How can brands track and measure the performance of their email subscriber acquisition sources over time?

Tom: One of the advantages of email marketing is the ability to track performance at very granular levels, as long as you have your reporting set up appropriately. In terms of email subscriber acquisition, it starts with ensuring you can identify where every subscriber on your list came from and what drove them to sign up in the first place. If you are using a CRM to manage your subscribers, this should be fairly straightforward, allowing you to run reports on subscriber sign-ups by acquisition source.

Finally, to sum up, can you share a few best practices or expert tips on email list building, growth, and management?

Tom: While so many elements of email marketing performance optimization depend on each marketer’s unique business model and campaign strategy, there are certain foundational elements that tend to be valuable in most instances:

• Recognize that there are no shortcuts to building an email list that will remain valuable over the long term.
• Focus on building a list of email subscribers that you can engage with by delivering relevant content. Adding an email to your list is just the first step. Building and maintaining a relationship with them through your email content is a long-term process.
• Monitor your campaign and list performance very closely over time. Watch for indicators that you are or aren’t delivering relevant content.

You heard him, there are no shortcuts! It’s strategy and some more strategy all the way down, with a bit of intuitive drills thrown in. Your email list is a lifelong business asset, which, if leveraged properly and honestly, can help you nurture lasting relationships with your audience.

Stay tuned for more such “emailluminating” insights in the next quarter.

The post Expert Interview Series: Part 13 appeared first on Email Uplers.

Efficiently managing marketing operations, campaigns, and workflows in Marketo

-with Miray V, Marketo Solution Architect and Sr. Marketing Operations Manager, Qualcomm.

A marketing platform’s intuitiveness depends not only on its software features, which can be manifold yet misapplied, but especially on how well and smoothly those features align with a marketer’s vision in today’s landscape. The real test is how effectively it helps marketers navigate the complex terrain of marketing, sales, and customer touchpoints.

Marketo not just meets the standard in both areas, but raises it. We caught up with Miray V, a Marketo Solution Architect at Qualcomm, to explore the platform’s unique strengths and subtleties, providing insights that can empower marketers like you to use Marketo more strategically. Over to her!

In the realm of marketing automation solutions, Marketo stands out as a robust platform. In your expert opinion, which domains or types of businesses do you believe Marketo is particularly well-suited for, and what key attributes or functionalities make it a standout choice in those contexts?

Miray V : Marketo is widely recognized as a powerful marketing automation platform, especially for B2B companies and sectors such as technology, healthcare, and higher education. These areas often require detailed strategies for managing and nurturing leads, a task at which Marketo excels.

I believe a key strength of Marketo is its extensive lead management features. It provides sophisticated tools for segmentation, lead scoring, and nurturing, enabling businesses to effectively engage with prospects throughout different stages of the buying process. This is particularly important for B2B organizations, where sales cycles can be lengthy and intricate.

Moreover, Marketo’s excellent integration with various CRM systems is crucial for ensuring that marketing and sales teams are synchronized. This integration helps both teams to access consistent data, facilitating a more collaborative and effective approach to converting leads into customers.

Marketo provides valuable insights into campaign effectiveness and consumer behavior, enabling companies to make informed decisions and continuously refine their marketing tactics.

With its comprehensive features like advanced lead management and seamless CRM integration, Marketo is an ideal solution for businesses aiming to enhance their marketing automation strategies, particularly in complex sales environments and customer interaction scenarios.

Can you explain how we can leverage predictive analytics and machine learning within Marketo to enhance lead scoring and predictive marketing efforts?

Miray V : In my opinion, integrating predictive analytics and machine learning within Marketo not only enhances your marketing strategies but also maximizes the robust features of Marketo itself. We can leverage these new technologies i n many ways in Marketo, but here are some that come to mind:

Enhanced Lead Scoring

Utilize Marketo’s dynamic lead scoring capabilities by incorporating machine learning models that analyze historical conversion data. This approach allows you to refine how scores are assigned based on a lead’s likelihood to convert, making the scoring process more nuanced and predictive.

Segmentation and Targeting

Leverage Marketo’s advanced segmentation tools to group leads based on predictive analytics. This enables you to create more focused and effective marketing campaigns. For instance, Marketo can automate the sending of personalized emails to segments predicted to be most receptive at times when they are most likely to engage.

Personalization at Scale

Marketo’s personalization features can be enhanced with machine learning to analyze data from user interactions across multiple channels. This analysis helps in crafting customized messages and content that resonate with individual preferences, which can be automatically distributed through Marketo’s campaign management tools.

Automation of Nurturing Tracks

Marketo’s automation capabilities can be configured to trigger specific nurturing tracks based on the predictive scoring and segmentation. This means leads receive content and interactions that are most likely to move them down the funnel, based on their predicted behaviors and preferences.

It is important to keep in mind that in order to implement and/or use advanced features, you need a solid integration of Marketo with CRM and other data sources. These integrations offer a comprehensive view of each lead and customer, enhancing the data that powers your predictive analytics models.

Is it necessary to re-enter client secret keys in Marketo when they undergo renewal or are the credentials automatically updated to reflect the changes?

Miray V : The client secret in Marketo is essentially a password used to secure communications between your Marketo instance and other applications. It’s part of the OAuth authentication process, which helps to ensure that only authorized applications can access your data. Think of it as a key that unlocks your Marketo data for trusted applications. You need to keep this client secret safe and confidential to protect your data’s security. If any application that integrates with your Marketo instance undergoes a renewal that includes updating their client secret, you will need to manually update the new client secret in your Marketo settings. This ensures that the integration remains functional and secure, maintaining a proper connection between the services.

What steps can be taken to prevent a Marketo form submission from updating the existing data in the Lead Source field?

Miray V : Every organization has a different approach to managing Lead Sources, which represent how a lead initially enters the database. It’s crucial not to overwrite this field when other actions are taken, as the Lead Source provides essential historical context for each lead. When a person fills out a form, there are specific steps you can take to ensure that a Marketo form submission does not update the existing data in the Lead Source field

Field Blocking in Admin Settings

• Access the Admin section of your Marketo account.
• Select Field Management.
• Locate the Lead Source field in the list.
• Click on the field name to view its details.
• Opt to block field updates and choose the sources from which updates should be blocked, such as form fill-outs. This action prevents any forms from updating the Lead Source field.

Use of Hidden Form Fields

• When creating or editing your form, incorporate a hidden field for the Lead Source.
• Assign the default value of this hidden field as the existing value of the Lead Source field, using tokens (e.g., {{lead.Lead Source}}) if the value needs to be dynamically inserted.
• Since the field is hidden, it remains unchangeable by users, and submitting the form with this field ensures the original value is preserved.

Conditional Logic in Smart Campaigns

• Set up a Smart Campaign that activates upon form submission.
• Implement a filter to verify if the Lead Source is already populated.
• In the Flow step, configure a Change Data Value action to update the Lead Source only if it is currently empty or under specific conditions, ensuring updates occur only when appropriate.

JavaScript Customization on Forms

• If you’re proficient with JavaScript, you can directly modify the form’s behavior on your webpage.
• Develop a script to assess the Lead Source field’s value when the form loads. If a value is present, the script can either eliminate the field from the form or disable it, thus preventing any modifications.

Regular Audits and Data Management

• Conduct regular audits of your data management practices to ensure there are no unintended updates to critical fields like Lead Source.
• Develop a script to assess the Lead Source field’s value when the form loads. If a value is present, the script can either Establish alerts or reports to inform you of any unexpected changes to the Lead Source field.

Implementing these measures will help you effectively control the updating process of the Lead Source field in Marketo, ensuring that this vital data remains intact and accurate.

What are the best ways to leverage Marketo for lead nurturing, including drip campaigns, lead progression, and content recommendations to move leads through the funnel?

Miray V : Marketo offers robust functionalities for lead nurturing, making it an invaluable asset for guiding leads through the sales funnel. Understanding the differences between Drip Campaigns and Engagement Programs and choosing the right approach based on your company’s needs is crucial for optimizing the lead journey.

What are the advanced email deliverability and anti-spam strategies that we can implement within Marketo to ensure our emails reach the inbox and avoid being marked as spam?

Miray V : I am glad you ask this question, implementing email deliverability and anti-spam strategies in Marketo requires careful planning and execution. Here are some key points to keep in mind to ensure your emails not only reach the inbox but also engage your audience effectively

What are the current trends and innovations in marketing automation that we should take into account when utilizing Marketo to enhance our competitiveness and elevate our marketing initiatives?

Miray V : This is a great question. In the rapidly evolving world of Marketing Operations, it’s crucial to leverage the full capabilities of Marketo to stay ahead. I believe there are 2 key areas to focus on to elevate your Marketo instance

AI and Machine Learning

By leveraging AI and machine learning within Marketo, marketers can automate complex processes, make data-driven decisions, and deliver more personalized, effective marketing campaigns that resonate with their audience and drive conversions.

Content Personalization

Dynamic content personalization is a trend that continues to grow. Marketo enables the customization of content displayed to different users based on their preferences, behaviors, and past interactions, making your communications more relevant and engaging.

In what ways can Marketo be leveraged to implement account-based marketing strategies with a focus on personalized messaging and targeted initiatives at the account level?

Miray V : Marketo allows you to score accounts based on criteria that indicate their likelihood to buy, which can be customized to reflect the unique attributes of your target accounts. This helps in prioritizing and tailoring your marketing efforts to the most promising accounts.

• Use Marketo to segment accounts based on specific criteria and employ dynamic content to create personalized campaigns that resonate with each segment.
• Utilize Marketo’s automated workflows to nurture leads at the account level, ensuring timely and relevant engagement to guide them through the sales funnel.
• Engage target accounts across multiple channels seamlessly while using Marketo’s analytics tools to track campaign effectiveness and refine strategies for improved outcomes.

How does the implementation of a smart list contribute to account-based marketing in Marketo, and what steps can be taken to set up and optimize its use? Additionally, how does leveraging a smart list enhance the effectiveness of email marketing within an Account-Based Marketing strategy?

Miray V : First of all I want to say the smart lists are essential in Marketo various marketing strategies beyond ABM .I think biggest contribution of the use of the Smart List for ABM is to ensure Enhanced Targeting ; Smart lists help in refining the targeting process by using filters to select accounts based on specific criteria such as industry, company size, engagement level, and past interactions. This ensures that marketing efforts are concentrated on the accounts that are most likely to convert, increasing overall campaign efficiency.

How can AI be effectively applied in Marketo for businesses, and have you experienced benefits from utilizing AI tools in Marketo automation, enhancing your marketing optimization efforts?

Miray V : There are numerous AI applications used for Marketo, but I want to focus on how using AI tools has revolutionized lead scoring for optimal results. In the modern marketing landscape, traditional lead scoring often falls short in delivering quality leads to the sales pipeline. By leveraging AI to analyze historical data and identify patterns, businesses can predict which leads are most likely to convert. This capability allows companies to prioritize their efforts and tailor follow-ups more effectively. Employing AI in this way not only streamlines the process but also enhances the efficiency and effectiveness of marketing campaigns, ensuring that resources are directed toward the most promising lead.

As we come to the end of this interview, our readers would like to know if there are any lesser-known but beneficial Marketo tools that you’ve embraced but aren’t widely utilized. Additionally, what tools do you wish Marketo to introduce in the times to come to streamline and expedite certain processes?

Miray V : Absolutely, I’m glad to share some insights on that. I’d like to highlight Marketo Sales Insight, which I believe is a powerful feature but tends to be underutilized. This feature enhances the alignment between sales and marketing teams by providing sales representatives with real-time insights into the behavior and interests of leads and customers. Sales teams can see which marketing materials a prospect has interacted with, which can inform more personalized and effective sales strategies. However, despite its potential to streamline and enhance sales efforts, Sales Insight is not as widely adopted as it could be.

Looking ahead, I would love to see Marketo introduce more advanced artificial intelligence and machine learning capabilities. Specifically, tools that could predict customer behaviors and automate content personalization at a deeper level would be fantastic. This would not only streamline the marketing process but also significantly enhance the precision and effectiveness of our campaigns.

To use Marketo to its fullest potential, you need an accurate, detailed understanding of the platform. And now you know what’s in the box to think outside of it.

Watch this space for more insightful conversations in the next quarter. Till then, happy marketing!

The post Expert Interview Series: Part 12 appeared first on Email Uplers.

Getting Acquainted With SFMC’s Latest Breakthrough, The Marketing GPT

– with Tigh Loughhead, Founder CEO- Forcery,
Salesforce MVP

In recent years, generative AI has led the way in transforming the landscape of automated, data-intensive marketing. Today, leading companies leverage generative AI to not only fast-track the customer’s journey up the sales funnel but to vitalize customer experience at each touch point. Thanks to AI, companies can now afford to palm off long-winded sales operations and prioritize engaging with customers at a deeper level.

In June this year, Salesforce launched Marketing GPT with a view to aggrandize, via AI-powered data enrichment, the liaison between companies and their customers. To know more about this and about the potential of generative AI at large, we got in touch with Tigh Loughhead, an expert in marketing technology, from Salesforce. Over to him!

In what ways do you think generative AI will transform the customer experience within Salesforce Marketing Cloud?

Tigh: I think broadly, generative AI will make for more meaningful moments in customer marketing. I (and many others) have spoken about this quite a bit, but the megaphone, mass-marketing’s effectiveness has diminished, while modern marketing success is all about context and relevance with today’s consumer.

However, delivering messages that mean something to a consumer, especially at scale is actually very difficult. The proliferation of signals around buyer behavior continue to increase exponentially, but assimilating all of that data, segmenting audiences, testing messaging and iteratively optimizing takes analytics infrastructure, data warehousing, data science and an army of marketing ops professionals to execute on an idea or a campaign.

Linear advertising, or the traditional “spray and pray” approach in marketing is just easier to do, but generative AI is already increasingly assisting with harmonizing data, segmenting customers, and iteratively optimizing campaigns with messaging that matters. Marketing Cloud, enhanced by generative AI, will enable many more companies to start serving more targeted messaging, relevant to customers, when they’re ready to buy.

How do you think Marketing GPT helps to understand the target audience to create content that resonates with them?

Tigh: Segmentation and messaging go hand in hand, but really are supported by two different Salesforce features called ”Segment Creation” and “Email Content Creation.“

The effectiveness of Marketing GPT’s segmentation capabilities is rooted in the use of Salesforce Data Cloud, which assimilates behavioral interactions (first-party data), sales (CRM) data, and third-party paid media data in a unified customer profile. Basically, we often have a very fuzzy idea of exactly who a customer is, unless we reconcile all of the information in a single source of truth. Marketing GPT connects these data points, automatically resolving customer identities and refreshing segments, creating rich and real-time audiences.

Content on the other hand, can be improved by past performance, or based on user prompts to use Marketing GPT to generate messaging in a certain style or tone using the core OpenAI’s large language models, or LLMs.

How is Marketing GPT helping to make data-driven decisions in marketing?

Tigh: I’ve always disliked the term “artificial” intelligence, and I don’t like the term “generative” either. I think both are misnomers that obfuscate what the technology really does. There’s nothing “artificial” about AI; if anything AI should stand for “Assisted” Intelligence. Similarly, there is absolutely nothing truly “generative” about LLMs; they’re just algorithms getting very good at making predictive outputs based on inputs.

The more inputs there are, the better the predictions become and the better the results. Marketing GPT will reduce the drag of labor-intensive, siloed data analysis and the overhead of repetitive marketing operations, and enable marketing practitioners to focus on higher-level strategy decisions, using more robust and accurate datasets than ever before.

The real benefit of AI is not that it creates anything new, but the patterns that it can recognize at scale that are beyond the capabilities of the individual or a small marketing team.

Will Marketing GPT contribute to building a strong online presence through social media management?

Tigh: Marketing GPT will help brands better know their customer, and deliver more relevant social campaign messaging that will reinforce a company’s online presence. I also think that social media is an amazing conduit for commerce and service, poised to grow as more consumers expect an omni-channel customer experience. Salesforce Commerce and Service are also both launching features where Einstein GPT / Marketing GPT will assist with communication, escalation and purchasing, and social will play a bigger role in those communication channels.

I also expect social listening to eventually become a part of Marketing GPT, so companies can gauge sentiment and respond to issues in the social channel on which it originated. However, Marketing GPT as it exists today can’t exclusively power social media, because again, an LLM can’t create an authentic experience, but rather than an echo or a deviation of something else that worked (or didn’t) in the past.

How does Marketing GPT leverage its SEO expertise to enhance the visibility of my website in search engine results?

Tigh: Keywords, traffic, relevance, links, content and click-thru rates are all data inputs that factor into SEO and search engine rankings. Average position, conversions, and overall ROI are all data inputs that can and will be fed into AI, so it stands to reason that we’ll be able to optimize or create SEO-rich content using AI tools that improve the search engine visibility of website or a particular page. However, Google has continually adjusted its algorithm to penalize programmatically generated content and always prioritized consumer intent.

I think the more interesting question is will SEO even be relevant in a few years. Sure, companies will still have websites, but I suspect that we’ll be optimizing for conversational AI interfaces instead of search engines, making sure that our prospective customers are getting the answers they need, as opposed to forcing them onto to an online billboard that’s really about the company and (often) not the consumer’s intent.

I expect a massive consumer behavior shift that will render SEO somewhat irrelevant.

Improving the efficiency and effectiveness of marketing campaigns is pivotal. How does Salesforce Marketing GPT contribute toward this?

Tigh: For midsized to larger companies, the responsibility for proving effectiveness of a marketing campaign is often distributed across multiple teams. Many companies have to hire agencies who manage and report on third-party paid media (like Google Ads and Facebook), business analysts to interpret first-party data (website and email), sales managers to surface sales intermediated activity, and then accounting software or a CRO to map deals back through one or more sales and marketing funnels, and how each touchpoint along the way influenced a deal.

In a longer sales cycle, it’s not uncommon for a purchase to result from separate demand generation and conversion optimization campaigns, then MQL BDR/SDR handoff to relationship building campaigns, to upsell or loyalty campaigns. When different internal teams are responsible for demonstrating the impact of one piece of the overall value chain, the effectiveness of each marketing campaign is often lost in the noise.

The true value of a CRM is in mapping the entire business process, surfacing the ability to measure marketing, sales and revenue, and providing levers to adjust successful or unsuccessful processes. Marketing GPT on top of Data Cloud can use these levers at scale either broadly (for example adjusting campaign budgets to drive more revenue) or on a much more granular level (which subject line is driving more email opens) to help marketers manage budgets better and improve campaign performance.

How does Marketing GPT analyze campaign metrics to provide actionable insights?

Tigh: Campaign performance must be tied to KPIs that influence the greater business to provide actionable information. “Segment Intelligence” is an incredible tool that visualizes Salesforce campaign performance metrics. KPI’s like spend, revenue and ROI are visualized on a campaign by campaign basis, contrasted against one another and part of overall marketing spend and company revenue.

Impressions drive awareness and conversions, which drive leads, sales and ultimately ROI. However, ROAS or return on ad spend, can be a challenging metric to obtain, as tracing attribution from ad to deal can be a difficult needle to thread.

Segmentation traces this performance by each Salesforce campaign, displaying high level impact of campaign performance, and allowing companies to strategically adjust marketing initiatives based on those KPIs.

What are the key benefits of leveraging natural language prompts and AI-driven recommendations in audience segment creation?

Tigh: Natural language inputs make complex list and audience building incredibly easy. As a marketer, if I was asked to pull an audience of current clients that live in a particular area, historically I would historically have to cross reference a business deal database with a contact database, hopefully in a CRM. I would need to be handy with spreadsheets, familiar with my company’s data model, and how to run and manipulate reports, which is both time-consuming and not all marketers know how to do.

Using natural language prompts, I can simply provide parameters to Marketing GPT using normal diction, something like “Current clients in Kansas City,” and build a hyper-targeted segment without any of the technical skills I previously needed.

This conversational interface simultaneously increases efficiency of marketing teams, while democratizing data, making targeted and contextual marketing easier for anyone who wants to do it.

How can Email Content Creation powered by Marketing GPT reduce the writing workload for marketers and enhance email engagement?

Tigh: I think marketers, or at least copywriters, are a little worried about Email Content Creation taking their jobs. But personally, I wouldn’t worry about AI won’t taking my job, I worry about another marketer who’s already mastered Marketing GPT replacing me, as AI makes marketers more dynamic and efficient.

Email Content Creation empowers marketers to be much more productive and impactful than ever before. Marketing GPT uses “big data,” analyzing all historical email performance holistically, and suggests subject lines that are predicted to perform better. Marketing GPT can also rewrite or stylize content according to prompts that align messaging to the purpose of a campaign. Salesforce’s new partnership with Typeface can even automatically build templates and components that align with a firm’s brand identity.

Marketing GPT is a toolbox to enhance the capabilities of writers and marketers, to produce more and better engaging content.

How will the combination of Rapid Identity Resolution, Segmentation, and Engagement in Marketing GPT help marketers deliver the right message to customers at the right time?

Tigh: To better know my customer, I need to know who they are, what they’re interested in and how they behave. This sounds simple, but the proliferation of data points around our visitors, our prospects, our leads, our contact and our deals have just exploded. A subscriber isn’t the same thing as a web visitor, which is different than a conversion, a lead or an opportunity.

None of these data points are fixed either. A customer may become a lead, be in another audience and be a website user all at the same time. No one marketer can reconcile these data points in real time around an individual, and then group and serve relevant content to particular cohorts when they’re activated or ready to buy.

Rapid Identity Resolution allows that reconciliation in real time, and then on-the-fly personalization relevant to a consumer on the device, browser or channel they prefer.

No matter how revolutionary AI seems today, it’s still just the tip of the iceberg. Generative AI has a glorious future in marketing, tying as it does the various strands of business intelligence into a cohesive dashboard of at-the-ready controls. How will you integrate generative AI into your business? Let us know in the comments below!

The post Expert Interview Series: Part 10 appeared first on Email Uplers.

Essentials of an email:

conforming to the changing email marketing landscape

with Kate Emiley

Copy is one of the most critical aspects of email marketing. The tone and words you choose have a profound influence on how the readers perceive your message. It will also affect the conversions you get. Besides, it is also important to follow certain best practices so that your email gets noticed and brings results. Whether it is an automated email or newsletter, you must think of something unique to serve your customers.

So, we got in touch with Kate Emiley, an email and content marketing consultant to understand how to create emails that will help marketers have an edge over their competitors.

We gathered some great insights from her and here’s sharing them with you all.

Read on…

Inboxes are getting pretty competitive. How do you make your emails stand out?

Kate : Personalization. That’s one of the biggest advantages of email marketing vs other forms of digital marketing (like social media), you’re able to send relevant content to an individual subscriber. This means you can send a specific sequence or content recommendations based on your subscriber’s interests or where they’re at in the buyer journey
with you.

What will your advice be when it comes to building email lists?

Kate : A lead magnet is still the number one way to build your email list organically (aka for free!) But it’s up to businesses to get creative with this one because we’ve all downloaded a million e-books and guides that get forgotten about in our ever-growing downloads folder. A lead magnet could be a live masterclass or a challenge or even a trial of your product/course. The key is to give a valuable piece of content away for free that gives your subscriber a quick win. If you’re an eCommerce business though, keep things simple and offer a discount code or free shipping.

How important is the email copy when it comes to the success of an email campaign?

Kate : While email copy is important, content quality and consistency are most important. Rather than going back and forth over the copy for an email newsletter for weeks to make it “perfect”, it’s better to create consistent content on a weekly or fortnightly basis. It’s important to understand where your subscriber is at when they receive your email because your email will act as an interruption in their day (generally it’s not something they are seeking out). So it’s important to write copy with that frame in mind and make it easy to digest and skim.

Almost all brands send welcome emails these days. What kind of copy will help you get maximum click-throughs?

Kate : Use your welcome email as an opportunity to segment your list. Give your new subscriber the chance to self-select what they’re interested in hearing more of from you. This may mean you ask them where they are at experience-wise or another significant filter dependent on your business. For example, if you’re a business coach, you may ask whether your new subscriber is new to business or has been in business for 5+ years. The content you share with a beginner will be vastly different than someone that’s experienced. This level of relevancy will mean you get more opens and click-throughs in your welcome email and all future emails.

Do you follow any copywriting formula to get your emails read and acted on?

Kate : I don’t focus on any formula but instead, some best practices boost engagement.

• Add a hook or intro to the start to bring in a human element (relatable stories are great here!)
• Use headers to help group pieces of content within your email
• Dot points are a great way to break down your content into bite-sized chunks
• Highlighted points (bold or colored) draw the reader’s attention to the most important information
• Gifs or memes add personality and humor without overdoing it with images

How to maintain the human touch in automation emails like cart abandonment emails and re-engagement emails such that they don’t look boring and bot-driven?

Kate : Spend some time working on your brand tone of voice. Write these emails in a way that represents your tone so that it’s consistent across your website, social media, and sales emails like cart abandonment. Integrate phrases or words that reflect who your brand is and sound like they’re coming from you.

I had read somewhere that newsletters are getting obsolete. What’s your take on this statement? Can we break the stereotype that newsletters are boring?

Kate : Don’t send boring newsletters, simple. As I’ve shared above, if you spend the time segmenting your list and sending hyper-relevant content to where your subscribers are at right now, then they’re going to be more likely to look out for your content in their inbox. If you can do that, it’ll truly be your superpower.

Promoting a lead magnet through emails can get tricky. Can you suggest any tips to create an effective promotion strategy?

Kate : Think of your lead magnet as your one focus, so put it everywhere. Put it in your Instagram bio, as a pop-up on your website, and in your email signature. I also recommend you create long-form content (blog, youtube, podcast) that links to this lead magnet and promote this again and again through channels where you have an audience (like social media).

Nurture emails are like the gateway to conversions. How to make sure they work?

Kate : Think about who your ideal client is and where they’re at in their journey with you. Ensure you deliver relevant value that positions you as the expert and gives them a quick win to keep them coming back for more. Also sharing testimonials that are hyper-relevant to them is a great strategy.

What are some email copywriting mistakes that you often come across? And how to correct/ avoid them?

Kate : Inconsistency is the biggest one I think. Business owners often tell me they haven’t sent an email for a few months (even though they know they should). Developing some sort of schedule that includes weekly or fortnightly newsletters (or at the very least a solid nurture sequence) will be key to building rapport and building trust with your subscribers. I also see businesses send emails only when they have something to sell, which for e-commerce businesses works okay, however, for service-based businesses, this is a big no-no. I’ve also seen business owners focus heavily on design and images, which is a great strategy for e-commerce but it’s not for service businesses because you need to dive deeper into your storytelling and positioning yourself as an expert.

Last but not the least, is there any email copywriting checklist you follow that you’d want to share with our readers?

Kate : I have an Email Marketing Guide which shares 10 strategies to get more engagement from your emails.

Email split testing is a tricky game. Do you follow any best practices to get it right?

Kate : AB split testing is something that not all email marketing platforms offer and while it is a very cool tool, it’s not necessary for getting started with email marketing. If you do choose to AB split test emails make sure you’re only changing one variable but make it an obvious change. For example, split test an 8-word subject line vs a one-word subject line or an image-heavy email vs an entire text-based one. Often people will test a different color of the button and while this is okay, it may not have made any difference it’s just one of the more engaged sample sets.

Subject lines and preheader texts may come as an afterthought. Can you share some ideas to ace these elements?

Kate : Subject lines should always be a first thought because if they don’t intrigue your subscriber to open the email, your email is wasted anyway. Your subject line needs to spark curiosity and some of my favorite ways to do that are questions, lists, testimonials, and being niche specific. Your preview text should support your subject line and provide a little added detail.

CTA is arguably the most essential element of an email. Can you share some pro tips to help our readers hit the bull’s eye?

Kate : Do not overstuff your emails with multiple CTAs. For your email to have the best click-through rate, only have one CTA which could be in the form of a button and/or linked text. I love adding a CTA as a PS after my name because it feels like a softer sell than a big bold button in the middle of the email.

Now that was quite an insightful read, right? Stay tuned for our next interview in the coming quarter. We’ll be back with some more interesting tips and tricks related to email or CRM.

Till then, happy emailing!

The post Expert Interview Series: Part 9 appeared first on Email Uplers.

Email Marketing in 2022 – What to look forward to

Mrugesh Dabhi

Associate Director, Email & Automation, Email Uplers

The email ecosystem has traversed through several changes in the past few decades. From embracing the design versatility introduced to email via HTML coding to animation to in-email interactivity, we’ve seen all of this and more take email to greater heights with each passing year. But what’s in store for the email world in 2022? We spoke to our in-house email geek Mrugesh Dabhi to find out what email trends he thinks will dominate in 2022.

Here’s the detailed conversation…

Trends play a vital role when planning the email strategy for the year ahead. What email trend do you think will predominantly dictate the world of email marketing in 2022?

Mrugesh : It will undoubtedly be our focus on data privacy. Be it new legislation and regulation that is changing the way companies collect and leverage data or technological developments addressing email marketing, email marketing will be challenged in 2022. However, email is well-positioned to thrive in 2022. Email marketers have always worked within a regulatory framework that requires compliance with a set of rules. Changes in the data that marketers can leverage for audience targeting will make certain aspects of email marketing more challenging, but the email channel itself has never been more important to consumers and businesses. So, expect email marketers to continue to adapt to changing requirements while delivering impactful and effective campaigns in 2022 successfully.

What changes can we expect in the way we personalize our emails?

Mrugesh : With rules around the collection and use of consumer data becoming more stringent, we will see email marketers focusing more on segmentation, targeting, and personalization. We will make the best use of the data we have in hand to drive more engagement via personalized subject lines, content, send timing, offers, and promotions.

• Personalization improves the open rate by 42%
• Personalized subject lines up open rates by 26%
• Personalization increases the average click-through rate (CTR) by 14%
• Personalization increases conversions by 10%

The goal of any email marketing campaign is to generate revenue. And we have learned over the years that the best way to do so is through complete personalization of user experience.

Not doing so can negatively impact the outcome of your campaign. Upon receiving a non-personalized or mistargeted email, 94% of customers report taking at least one of the following actions…

• 68% automatically delete emails
• 29% become less willing to buy products
• 54% unsubscribe from emails
• 13% visit the website less frequently
• 45% categorize emails as junk or spam
• 10% never visit the website again

According to Apple Mail Privacy Protection, Apple now pre-loads email data – whether the user has actually opened the email or not. This makes email open rates unreliable. How do you think this will affect the way we analyze campaign performance?

Mrugesh : Open rate, a traditional email marketing metric, will now be used only directionally. This is bound to impact the way we plan and optimize our campaigns, but it can actually be a net positive. Email open data has always been a doubtful metric. Email marketers are now forced to step away from relying on it. There will be other metrics like click-through rates that will gain more importance, more so because it is closely tied to response actions taken by subscribers.

Automation in email is gaining more importance each year. How do you think it will shape the email space in 2022?

Mrugesh : Consistent communication is essential between subscribers and brands, and email marketing automation helps with the same. Automation also gives the customer a sense of control over what they are receiving. Sending relevant emails to each subscriber is a must.

We all know that drip email campaigns perform better than their regular counterparts. So, what are drip email campaigns? It is the launch of a sequence of emails based on specific user actions. Drip campaign emails are more targeted and responsive and not at all overwhelming. Why? Because the information is shared in drips.

“Automated emails get 119% higher click rates as compared to broadcast emails”

1. 01 Use email templates
2. 02 Automate transactional emails
3. 03 Automate your welcome email series
4. 04 Automate email lead nurturing

To send targeted emails, you need to get organized.

And what can you say about artificial intelligence in email? It is spreading its roots slowly and making quite a few processes easy.

Mrugesh : AI has arrived, and you might be surprised to know how far it has already penetrated. You can now find tools to automatically write or rewrite marketing content using performance data. In 2022, we will see marketers testing AI tools to help them write email subject lines, copy, as well as CTAs. These tools are expected to improve campaign performance. AI is undoubtedly all set to optimize content as effectively.

Interactivity in email has always fascinated email marketers. Do you feel interactivity will get its share of publicity and acceptance this year?

Mrugesh : We can expect to see more email campaigns leveraging a wide variety of engaging interactivity, be it polls/surveys, games, forms, etc. – so basically, a form of interactivity within the email that allows users to take action without leaving the email. Such interactivity help to engage the audience as well as reduce the number of steps required to drive any action. As we focus more on performance, interactivity will get escalated importance to optimize campaigns for conversions.

What can you say about the use of user-generated content?

Mrugesh : The content of your email must be focused on your services. However, you should also consider implementing more user-generated content.

The use of user-generated content in your emails also depicts that you are interested in your subscriber’s likes and dislikes. How can you use this content? Send out a testimonial email where your happy customers are using your products. Testimonial is also a social proof and indirectly portrays the experience readers can expect if they buy from you.

Focusing all your energies on a single marketing channel may not be the way forward. What approach do you think should email marketers adopt?

Mrugesh : Email, we all know, is still one of the leading marketing channels. But with the advent of social media and other channels, it’s most effective when combined with them. Restricting to just one or two channels will limit your opportunities to connect with your prospects and customers. So use email in combination with SMS, social media, and push notifications.

Multichannel marketing may have its advantage, but what we are looking at now is omnichannel marketing. With omnichannel marketing campaigns, you can update and adjust messaging with respect to user action on all platforms in real-time.

So, the need of the hour is that you engage with your audience on the channel of their choice. The content you share is personalized and is in line with where the user is in the customer journey.

Let’s take an example. Say someone browses your website and leaves without purchasing. Depending on the channels they use, you can engage with them on maybe Facebook or Instagram exactly with the product /s they viewed on your website. Here’s another example- say a user places an order on your app. You will send them a confirmation email with shipment details as well as an SMS.

Augmented and virtual reality have always attracted marketers, but many challenges have thrown a spanner in the works. Shall we see any progress on this front?

Mrugesh : AR and VR are two of the most exciting technologies we can look forward to in 2022. These two have many applications for both personal and business settings. While there have been hurdles that still make it challenging for marketers to leverage it in emails, things are changing, and the technology is now becoming more accessible on various devices and operating systems.

As we know, AR is supported in iPhones and iPads. This helps Apple users view AR content directly from the Mail app and other native applications.

Around 15% of the world’s population lives with some form of disability. Thus making your emails accessible should be a priority. Your thoughts…

Mrugesh : One essential tip I would give email marketers is to create accessible emails. Most marketers ignore this but trust me; it’s worth the investment. You can start with some simple ways – using a large font and creatives that are easy to consume. You can also opt for creating a dark mode for your emails as some readers prefer it as it is easy on the eyes and saves battery life.

Would you like to share a few tips with the readers to help them keep up with the future of email marketing?

Mrugesh : Yes, I have these 2 tips every email marketer should keep in mind.

1. Use time-based automation triggers

Apple’s changes to privacy will significantly impact the tracking of open rates. If you use the open rate as a trigger for sending follow-up emails, some strategy ramp-up is needed. Sending time-based triggers will keep your campaigns relevant to your audience. Here are some triggers you can set up:

• A follow-up email ‘x’ hours apart from the first email
• A birthday email automation triggered by subscriber’s birth date
• A triggered email when a user interacts with your website
• Cart abandonment emails

Time-based triggers are effective because they reach the users at the right time with the right information.

2. Keep your subscribers on top of mind

Remember to keep your subscribers on top of your mind, always. Your aim is to engage them with your brand, so you need to give them what they are looking for; this way, you can deliver the best experience. Consider using GIFs or interactivity or simply change the use of colors in your email, and it can deliver a better experience. A good experience is what drives better conversions, so make sure your subscribers are engaged with your emails, always.

Email marketing is an ever-changing channel, and your subscribers’ interests and choices too are constantly changing. So, how do you keep pace with all these changes? By testing your campaigns, you will understand what’s working for your audience and what’s not. There are various elements you can test to ensure better campaign performance- subject line, CTA copy, CTA color, etc. So, frequently test to get the hang of the changing choices of your audience.

We hope these insights will help you create better emails in 2022- emails that get better engagement as well as conversions for your brand. Happy email marketing!

The post Expert Interview Series: Part 5 appeared first on Email Uplers.

Artificial Intelligence in Emails

Jason Miller
Senior Director, Brand Marketing, ActiveCampaign

With a plethora of amazing applications, Artificial Intelligence or AI has penetrated every sphere of marketing including content marketing, online advertising, and email marketing.

Applications of Artificial Intelligence
in Digital Marketing

• 01 Email Marketing Campaign
• 02 Content-Curation
• 03 E-commerce
• 04 Content Generation
• 05 Online Advertising

Artificial Intelligence

• 06 Predictive Analysis
• 07 AI-Powered Chatbots
• 07 Voice Search Optimisation
• 09 Personalized User Experience
• 10 Web Designing

As email is arguably the most effective marketing channel, we thought of learning more about AI in emails and how it is altering the way we communicate. So, we got in touch with Jason Miller, Senior Director, Brand Marketing at ActiveCampaign.

Here are the profound insights shared by the expert:

Jason : AI has turned email from a steady, reliable workhorse into a Derby winner – the sort of performer that everyone gets excited about. It’s not just transforming the results; it’s also transforming how they’re achieved. Email is becoming smarter, inherently responsive, genuinely personalized and massively engaging. AI is training it to keep getting better – and it’s doing this in four ways :

Firstly, transforming the quality of the data that email campaigns use. Rather than blindly emailing a database that’s borderline relevant and probably out of date, AI provides more options for building and maintaining lists that are based on genuine signals of interest or intent – and meaningful interaction with your business.

Secondly, transforming the way that marketers can segment that data. ActiveCampaign, for example, enables customers to build segments on the fly, grouping your audience based on the characteristics or behaviors that are most relevant to the campaign you’re creating. That could mean interests, industry, location – but it could also mean the time they’ve been with your business, the type of contact they had with you last, the emails they open, or specific information they share with you. The net result is more personal marketing and higher quality engagement. We can even provide insights on the type of email content your chosen audience is proven to respond to.

Thirdly, AI is transforming the scope of what email can do through tying it to a greater range of moments in the customer journey. We’re able to pick up on more signals of when reaching out to a customer is likely to be valuable to them. We can pick our moments like never before – and we can use email in a way that’s inherently responsive. We can even ensure that an email arrives with each audience member at the hour of the day when they’re most likely to open it.

Fourthly – and finally, AI is what enables the execution of all this in a way that feels natural. We’re able to synthesize human creativity with AI’s command of data so that the two genuinely enhance one another. You can write copy in a human, conversational, engaging tone – and be confident that AI won’t undermine that tone when it drops in relevant personalized details. We’re a long, long way from clunky macros and form fields, thank goodness.

Jason : We have over 150,000 customers globally, representing businesses of all sectors and sizes. This customer base has grown very rapidly over the past 18 months, as we’ve helped businesses fill the gaps left by face-to-face contact and create digital experiences that still feel personal and relevant. Email has been doing a lot of heavy lifting during the pandemic and this won’t change. Businesses and their customers have both discovered that they are more comfortable with this type of automation than they thought possible. Using AI doesn’t have to make your communication standardized and drain the personality out of it. You can be the same brand and business but be present for more people.

Some of the key use-cases we’ve seen for AI-driven emails are:

• Testing new product and service initiatives as businesses innovate new routes to market
• Providing reassurance at key points in a buyer journey as to what procedures are and how to stay safe
• Creating moments of human connection for customers (either by identifying when they need help, or reaching out at key moments with rewards, offers or just a kind word)

In general, AI in email has enabled businesses to be a continued, relevant presence in people’s lives when other forms of contact reduce – and to do so in a way that feels value-adding rather than imposing.

Jason : One of the most powerful contributions that AI can make to email marketing is ensuring that your emails arrive at the best possible moment for an audience member to respond. There are several different ways that ActiveCampaign applies machine learning to help this happen.

The first is Predictive Sending. Once you’ve chosen this option for an email, ActiveCampaign uses the data on each recipient’s previous engagement to make sure it arrives during the hour of the day when that person is most likely to respond. For one person that could be 8am, before their day starts. For another it could be the moment when they’re winding down around 6pm. Thanks to machine learning, we can identify that sweet spot – and make sure each person gets the email at the best time for them.

Sometimes, finding the right moment is about picking up on signals that you can respond to through email. One of my favorite AI-driven email automation recipes involves the help pages on a website. If a customer visits a help page – and then returns to that same help page once or twice more, that’s an indication that they could be struggling with something, and we want to be able to respond in that moment and make sure the experience is working for them. We’ve got an email automation recipe that notifies the account team about the help issue a customer is engaging with and generates an email reaching out to offer support. The customer may well have solved the problem – and that’s great, of course. However, knowing that we noticed, that we cared, and that we were there to do something about it has a big, positive impact on sentiment.

Jason : A huge impact : far higher open and click-through rates, extended engagement following the click, plummeting unsubscribes. That kind of stuff is fairly easy to see. When you start to look in more detail, and measure sentiment and brand impact, the benefits are even greater.

Jason : In general, we’re wary of over-automating for the sake of it – and this applies to email content as well as to other areas of customer experience. At the end of the day, the person who best knows how to address your customers is you. The role of AI and machine learning is to provide in-the-moment insight that can help your creative process as you’re writing.

Our machine learning tools are able to crunch the data on previous engagement and provide guidance on the length and style of content that your chosen audience tends to respond to. It’s like having a researcher, who knows your audience inside out, sitting next to you as you’re coming up with ideas. It’s down to you to write a copy that reflects your brand and tone of voice, but you’ll get helpful hints to give what you write the best possible chance of connecting. People engage because you’re reaching out in a relevant moment, in a way that adds value, and in a tone that’s genuine. But if your copy matches their attention span and the types of sentences they engage with more readily, then all the better!

Jason : I mentioned ActiveCampaign’s automation recipes earlier. We’ve developed a ton of these ready-to-use recipes for different verticals, based on use-cases that customers have asked us to help with. And it’s a fantastic starting point for finding actionable, ready-to-go AI tools that are relevant to you. It’s like browsing a good book store. You’ll probably find solutions to needs you didn’t know that you had.

Jason : Firstly and most importantly, don’t feel bullied into signing up for an all-in-one automation or CRM platform that’s designed to do a whole range of things that you don’t really need. It’s far better to invest in applications of AI that fit how you actually want to use email in your business – and how customers want to engage with you. Choose an automation that’s best suited for what you need, is easy for you to set up and use.

The important thing is that you have a single source of data that you can use for automations. If you’ve got that, you can add more automations and more ways to segment your data as and when you need them. A great example of this is Predictive Content for example. This works by applying machine learning to previous engagement data. You choose a block of content within your email that you create up to five different variations for, using different sentence lengths, phrases and styles. Predictive Content analyzes the type of email content that each of your audience members has engaged with most often in the past – and chooses the variation that they are most likely to respond to as an individual. It means that each person gets the version of the email that’s best suited to them. You get valuable insight from your data that has a direct bearing on email results.

Artificial Intelligence is certainly changing the face of email marketing and I’m sure there’s so much more to explore and adapt.

I hope you got to learn some amazing things about AI in emails through this interview.

If you have a similar topic pertaining to “emails”, that you would like to understand in greater detail, do let us know in the comments below. We shall surely consider it for our future expert interviews in 2022.

The post Expert Interview Series: Part 4 appeared first on Email Uplers.