Elise Sultan 

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Email Marketing Manager, B2C, Future PLC

## Journey into Email Marketing

I worked in ad operations where I had to push ads within B2B newsletters at Future. From there I slowly started getting my hands dirty with Email marketing. The most enticing part is that you cannot succeed in strategy, audience, and product development until you fully understand building HTML, various ESPs, and the purpose of emails for your audience. In this type of career, I firmly believe that you should start ground up.

## Nuggets of Wisdom

Emails are critical to reaching your ICPs. It’s a list of people who have said “I want to hear from you and I care about what you say”. From an advertising perspective, this is invaluable to an organization, and it’s a must that they should tap into Emails. From an editorial standpoint, Emails have flexibility with format and content, additionally, you can experiment with different trends and campaigns.

Alan Mark Smith

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Marketing Leader, Waitrose & Partners 

## Journey into Email Marketing

I was working across Local Marketing in Waitrose on the launch comms of all our new shops including special projects like regional suppler clubs. Again and again, I could see the power of email in our communications above and beyond so many other well-tried and tested channels.

When the opportunity came up to rotate around the department I jumped at the chance to move into customer email and work with Salesforce and the Waitrose CRM team.

Email marketing plays an important role in giving customers weekly reasons to shop with Waitrose, Whether that be about great quality products or reasons to shop. It's a great tool to nudge shoppers with personalized offers too.

## Nuggets of Wisdom

Be curious, ask yourself if every email sent adds value to the customer, really think about it. It's too easy to bombard customers to gain conversions when better quality, more timely email might be the answer to your business challenge medium to longer term.

You are the email expert, own your channel, and don't be afraid to try new things or push back to nonexperts as you take them on the email journey.

There is no 'they' you are the email expert.


Ernest Bio Bogore

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Email Marketing Specialist, Nerdy Joe

## Journey into Email Marketing

After spending several years in the content industry, I took my first jab at email. I transitioned from content to a Direct Response Copywriter that helped me discover my passion for Email Marketing. Today, a marketing strategy without emails is something I cannot think about.

  

I feel as important as social media is, it can be unpredictable to rely upon. Whereas, Email marketing is a channel you can own and it is a channel that provides consistent results. Not just that, it’s the best channel to maximize your ROI and build relationships with your audience.

## Nuggets of Wisdom

 - Always make data-backed decisions and never rely on emotions.
   
  - A/B test your emails. That’s truly the best way to know.
   
 -  Not everything the internet gurus spell is the truth.
   
- Write for a human reading on the screen. Make your messages fun and conversational and never sound like a robot.


Katie Weltz

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Influencer Strategy Expert , First Day

## Journey into Email Marketing

I started venturing into email marketing by managing the editorial calendar, social media, and email marketing for a food blogger.

## Nuggets of Wisdom

Emails are the best way to engage and stay connected with customers. At Native, we use emails to inform our audience about product launches. Understanding the claims that were important to our customers helped us guide the R&D process and create products that improved and impacted our customers’ lives.

 
 Here are my biggest takeaways

-   Always learn and be curious about other brands. Look at them for inspiration.
    
-   Subscribe to emails and ask for knowledge shares from people who are in the same walk of career as you.
    
-   Ensure you’re staying upto date on benchmarks for your KPIs. If something is underperforming, never be shy to test it. Try segmenting differently, do SL testing but test, test, test...

Veronica Oquendo

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Content Marketing Specialist, Predictable Revenue

## Journey into Email Marketing

I started my journey into email marketing about 2 years ago when I only had a few months of experience in the field. Predictable Revenue trusted me to run my own research in terms of best practices, test it out and keep the newsletter alive. As I gained confidence in writing emails, I slowly transitioned to full ownership of our email marketing efforts. 

The biggest learning I've had in this process is that the way we reach and connect with our audience is constantly changing and evolving. Be curious, keep testing, and never settle. There is always room for improvement!  And hey, learn to take rejection with a smile, no matter how good your email is, there is always going to be that one person that just hates it.

## Nuggets of Wisdom

- Write the same way as you speak, nobody wants to talk to a robot.
- Find your own voice. People relate better to other people, not companies. 
- Don't add too many CTAs - it makes your emails look sales-y and takes away the focus. 
- Be respectful of people’s inboxes, sometimes less is more. 
- Your emails should be educational and informative. Focus on providing value and conversions will follow.  
- Test, test, test. Find out what works for you specifically by constantly running A/B tests.
- Do your research! What's working for others that you could try? (I subscribe to different newsletters to see what resonates with me as the reader.)

Marie Johaness Migullas

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Email Strategist, THC

## Journey into Email Marketing

I started working from home and I was looking at a new industry to begin my stint. A friend of mine shared a job posting with me and I instantly fell in love - that happens to be an Email Marketing role.

  Once I ventured into the job, I figured it wasn’t just the initial attraction but being an Email marketer stirs your creative and strategic thinking. It never gets boring and you can measure results in an instant.

## Nuggets of Wisdom

Email Marketing is your life savior when your front-end marketing shuts down or gets impaired. It helps you connect with your customers and prospects on a more intimate level and provides you with real ROI.

From what I’ve seen

-   Always test your email campaigns. Apply the 80/20 rule to testing new things. Observe bigger brands, they seem to always know what works better.
    
-   Build your A/B test repository. More the data, the better business decisions you’ll be able to make for you and your team.

Michael Greene

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Email Marketing Manager, ACEC Life/Health Trust

## My journey into emails

In 2016, the agency I had started working with wanted someone to send emails to their 15+ clients. I was a bit apprehensive initially since I was a graphic designer and had minimal experience with emails. Though I used to do the drill at my previous job, I was never really fond of it. 

After accepting the role, I took it seriously and learned everything possible with emails as fate would have it. To my surprise, no one at the agency knew about emails and treated the role like a step-child. That was my foray into email marketing, which slowly turned into a passion. 

## Learnings during my journey
There is a lot to learn in email marketing. In fact, throughout this journey, I have learned a number of things and come across new learnings even today. Here are some learnings that I would like to share-

While learning, don't just look at it as "sending emails" – look at it as a blueprint for the success of your company.﻿ 
- Chalk some time out and analyze the data of the current email campaigns against industry trends.
- Never repeat your ideas – just because it worked once doesn't mean it'll keep working. 
- Continue to sprinkle new ideas and optimize your recurring campaigns. 

Email Marketing, when done correctly, can help with – customer retention, a channel for lead generation, engagement in your programs, repeat orders, and more. 

Elise Sultan

Email Marketing Manager, B2C, Future PLC

Journey into Email Marketing

Nuggets of Wisdom

Get 3X email conversion
with Mailmodo

Create & send interactive emails without coding

Put revenue on auto-pilot with pre-built journeys

Save time with AI-powered email content creation

Experience world’s only interactive email marketing platform

Elise Sultan

Email Marketing Manager, B2C, Future PLC

Journey into Email Marketing

Nuggets of Wisdom

Get 3X email conversion with Mailmodo

Create & send interactive emails without coding

Put revenue on auto-pilot with pre-built journeys

Save time with AI-powered email content creation

Experience world’s only interactive email marketing platform

Get 3X email conversion
with Mailmodo