Welcome to Breaking Through in Cybersecurity Marketing, where we explore the hottest topics in cyber marketing, interview experts, and help you become a better cybersecurity marketer! In this episode, Josh Feigenbaum, Marketing Manager at Sentra, joins Maria and Gianna to discuss effective email marketing.

To begin, Josh starts off by sharing how almost everyone in the industry has made the mistake where you have sent an email to the wrong chain or group. He gets his creativity from what people have been complaining about, including marketing, campaigns, sales, or what they wish existed. Josh also says he likes to play against what people expect to see in their inboxes by making his emails not look like every other email. The most creative thing he’s done was sending out a Merry Christmas email with a surprise at the very end. The surprise was that if they responded back with a time, they would give a fake cyber security phone call to get you out of something with your family over the holidays. They actually had two people participate in it! He also says creativity is not just the email itself, but the offer as well. He also likes to include gifs of himself that are new and different with a caption underneath. Josh shares that he will put emojis into the subject line if it adds to the email, but he doesn’t like emojis if they are pointless.

Then, Josh shares how with email marketing, there really is no specific time or day that is best to send out an email. He does say the subject line and content of the email matter more than when you send it. The last time he tried content indication leads, it was not successful but he would try it again. He did warm the lists up with a couple of emails, but they had zero idea what they read. In addition, Josh states it is best to benchmark against yourself with emails. You need to keep improving and the trend lines need to keep going up. They also discuss how companies are not strict enough with emailing only the people affected by that email subject– they do not need to include employees in emails when they opt out of them. They also say not to include people in the email chain list if they haven’t opened an email in the last 90 days. This could affect the sending quality if you don’t have reasonable open rates. Josh also shares how the cybersecurity marketing society is a great tool to use to see what other people say about vendors. He checks the Slack group to check reviews. Finally, our guest and hosts engage in a fun guessing game to reveal what career Josh would pursue outside of the cybersecurity marketing field.

Links:

Follow Josh on LinkedIn.

Keep up with Hacker Valley on our website, LinkedIn, Instagram, and Twitter.

Follow Gianna on LinkedIn.

Catch up with Maria on LinkedIn.

Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.