In this episode of Do This, Not That, host Jay Schwedelson interviews Michael Barber, formerly the head of global marketing and managing director of Grow Schools UK. He is now the CMO of StarTech.com. They discuss email marketing myths, strategies for improving email deliverability, and building a culture of testing within organizations. Michael shares insights on how emails make it to the inbox, the importance of engagement metrics, and tips for convincing executives to approve marketing tests.

Best Moments:

(01:45) Michael's background in digital marketing
(03:05) Three-step process for email deliverability
(06:41) Discussion on email placement in promotional tabs
(08:30) Strategies for building a testing culture in organizations
(10:57) Conversation about talking to strangers on planes
(14:39) Where to find Michael Barber online

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Guest Bio:
Michael Barber was the head of global marketing and managing director of Grow Schools UK. He is now CMO at StarTech.com. With over 22 years of experience in digital marketing, he has worked with some of the West Coast's best ad agencies and consulted for both B2B and B2C brands. Michael is known for his expertise in marketing strategy, content marketing, and email marketing. He currently leads a team of marketers at Grow Schools, an organization that helps school leaders secure resources for thriving educational institutions.

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