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HMBT #294: A Platoon of Email Experts

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This was a great discussion with Scott Cohen from Inbox Army about the state of email marketing, the pitfalls businesses fall into, and where the channel is headed. Scott stresses that many brands are addicted to constant promotions—the “promotional drug”—but real success comes from balancing offers with automation, education, and customer experience.

Scott highlights the “big three” automation flows every brand should have in place: abandoned cart, welcome series, and post-purchase communications. He also emphasizes the importance of storytelling, brand values, and customer trust in a crowded marketplace.

We also discuss the future of email, where it will integrate more deeply with SMS, WhatsApp, push notifications, and direct mail. Despite competition from other channels, Scott believes email will remain the backbone of digital communication thanks to its low cost, flexibility, and role as a digital paper trail. And I agree!

Key Takeaways

1. Break Free from the “Promotional Drug” –

  • Too many brands rely solely on discounts and daily offers.
  • Promotions drive revenue, but over-reliance reduces long-term engagement.

    • 2. Automations Drive Real Results

    • Top three automations:
      • Abandoned cart recovery
      • Welcome/onboarding series
      • Post-purchase updates (shipping, usage tips, follow-ups)
      • These flows build trust, reduce buyer anxiety, and recover lost sales.

        • 3. Email Should Educate, Entertain, and Build Value

        • Every message should provide more than a discount: share stories, reviews, product features, and company values.
        • Consumers want to buy from brands that align with their beliefs.

          • 4. Email is Still Powerful (and Misunderstood)

          • Marketers underestimate its role as the “backstop” for other channels.
          • Data proves email often drives or amplifies conversions even when attribution looks weak.

            • 5. The Future: Multi-Channel Ownership

            • Email marketers should also own SMS, WhatsApp, push, and other opt-in channels.
            • Together, these build a unified customer experience with email still at the core.

              • 6. If Email Vanished Tomorrow?

              • Scott would shift to SMS and WhatsApp because they’re permission-based, direct, and not dependent on algorithms.
              • Direct mail is also resurging as a way to stand out in a digital-heavy world.

                • 7. Why Scott Loves Email

                • The instant feedback loop: opens, clicks, and conversions show what’s working.
                • It balances creativity with measurable results.
                • Plus, the email industry has a strong, passionate community.

                  • Check out Inbox Army

                  Connect with Scott on Linkedin

                  Get 5,000 free Kickbox credits with the code HMBT

                  Audio:

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                  Email Marketing Archives -By Hank Hoffmeier