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Email marketing best practices for 2024: a conversation with Scott Hardigree, of Email Industries
Kevin Lee interviews Scott Hardigree, founder and CEO at Email Industries, a Georgia-based company founded in 2008 as a specialist agency that now offers numerous dedicated tools enabling marketers, large and small, to make better use of the email channel.
Kevin and Scott discuss a slew of developments and topics that should matter to anyone doing email marketing today, including:
- The extraordinary potential of email marketing in a post-cookie world, especially given its ability to create one-to-one connections with customers.
- Best practices regarding email list hygiene.
- Surefire warning signs that a marketers' email addresses need to be cleaned.
- The importance of reactivating inactive customers through reengagement campaigns to avoid throwing them away.
- Why marketers need to prepare for stricter email deliverability requirements by authenticating sender domains and monitoring deliverability metrics.
- Why brands must prioritize DMARK (Domain-based Message Authentication, Reporting and Conformance) policy enforcement to prevent phishing attacks and protect reputation.
- Common deliverability issues in email marketing that need to be overcome.
- How human error is a significant factor in email deliverability problems, often caused by a single individual's mistake.
- Why some marketers struggle to identify and resolve deliverability issues due to lack of visibility and benchmarking.
- How email program complexity and poor data quality can damage reputation and lead to spam complaints.
- Why some marketers have been slow to adopt strategic multi-channel orchestration, instead relying on replicating messages across channels without a clear strategy.
- How Google's algorithms have improved email filtering, allowing for more personalized and targeted campaigns.
- Why smart email marketers often use third-party data append services to create targeted segments for email marketing campaigns.
- Topics of interest at the next Inbox Expo, which will feature a variety of sessions on deliverability, creative strategy, a startup fast pitch competition, and other email-specific topics.
Learn more about your ad choices. Visit megaphone.fm/adchoices
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By Kevin LeeKevin Lee interviews Scott Hardigree, founder and CEO at Email Industries, a Georgia-based company founded in 2008 as a specialist agency that now offers numerous dedicated tools enabling marketers, large and small, to make better use of the email channel.
Kevin and Scott discuss a slew of developments and topics that should matter to anyone doing email marketing today, including:
- The extraordinary potential of email marketing in a post-cookie world, especially given its ability to create one-to-one connections with customers.
- Best practices regarding email list hygiene.
- Surefire warning signs that a marketers' email addresses need to be cleaned.
- The importance of reactivating inactive customers through reengagement campaigns to avoid throwing them away.
- Why marketers need to prepare for stricter email deliverability requirements by authenticating sender domains and monitoring deliverability metrics.
- Why brands must prioritize DMARK (Domain-based Message Authentication, Reporting and Conformance) policy enforcement to prevent phishing attacks and protect reputation.
- Common deliverability issues in email marketing that need to be overcome.
- How human error is a significant factor in email deliverability problems, often caused by a single individual's mistake.
- Why some marketers struggle to identify and resolve deliverability issues due to lack of visibility and benchmarking.
- How email program complexity and poor data quality can damage reputation and lead to spam complaints.
- Why some marketers have been slow to adopt strategic multi-channel orchestration, instead relying on replicating messages across channels without a clear strategy.
- How Google's algorithms have improved email filtering, allowing for more personalized and targeted campaigns.
- Why smart email marketers often use third-party data append services to create targeted segments for email marketing campaigns.
- Topics of interest at the next Inbox Expo, which will feature a variety of sessions on deliverability, creative strategy, a startup fast pitch competition, and other email-specific topics.
Learn more about your ad choices. Visit megaphone.fm/adchoices