Is email marketing just sending emails, or is it a dynamic tool for building lasting customer relationships?

In this episode, Hilary Corna talks with email marketing strategist Melanie Balke about developing a robust email marketing approach that adapts as a business grows. Melanie shares how to evolve from sending basic campaigns to leveraging advanced segmentation, loyalty programs, and lifecycle optimization. They discuss the role of metrics, how to avoid vanity pitfalls, and the art of balancing promotional content with genuine customer engagement. Whether you're just starting out or looking to refine your email approach, Melanie's insights offer valuable strategies for businesses of any size.

TIMESTAMPS

    [05:20] The Myth of List Size as a Vanity Metric
    [10:45] Creating High-Value Content for Better Engagement
    [15:30] Lifecycle Optimization for Customer Conversion
    [22:50] Balancing Promotional and Relationship-Driven Emails
    [30:10] Advanced Tactics: Integrating SMS and Loyalty Programs
    [38:00] Practical Tips for Small and Large Brands


ABOUT MELANIE BALKE
 
Melanie Balke is the CEO of EmailMarketers.com and a leading email marketing strategist known for helping e-commerce brands turn email lists into powerful tools for growth. With a focus on lifecycle optimization and smart segmentation, Melanie guides businesses to go beyond vanity metrics, building meaningful customer relationships that drive real conversions. Her data-driven, creative approach has made her a trusted advisor for brands looking to elevate their email marketing strategies.

https://www.theemailmarketers.com/