As CEO of The Relevancy Group, David directs market research and advisory services essential to digital marketing. He’s been called “one of the most influential experts in email marketing, if not the most influential.” And considering it was David who coined the term ESP (Email Service Provider) back in the day, we’d say that claim is pretty valid. David has held senior level positions at Forrester, JupiterResearch, Apple, Anthropologie and other top brands and is the current President and Publisher of The Marketer Quarterly. He’ll be presenting his research and sharing his vision around the topic “The Connected Consumer” as signature speaker at EiQ in just one week! For a little preview of the kind of expertise he’ll be generously dishing out, we had him answer a few pre-EiQ get-to-know-you questions.
BW: What was your path to email?
DD: We had a family business that sold computers via a catalog, and we had one of the very first CompuServe online stores in the late 1980’s. So my time with email started in 1988, and throughout the 1990’s I launched many direct and online stores including the first Apple catalog and Anthropologie. From there I went onto to be the first industry analyst covering email marketing in 1999.
BW: Why do you believe in the channel?
DD: It is profitable and engages consumers. Email is our digital fingerprint and is not dying. It is here to say.
BW: What is the coolest or most innovative thing going on in email?
DD: Attaching email identity to anonymous browser data to more accurately target subscribers in other digital channels, such as display advertising.
BW: What do you want non-believers of the channel to know?
DD: Non-Believers? Do they exist? Email is the powerhouse of digital marketing. Over the last 18 years I have written hundreds of research reports that prove the value that the channel provides. I mentioned it is our digital fingerprint, that is required to do just about anything online. It is very doubtful that your bank will allow you to authenticate with your Twitter handle anytime soon.
BW: What is your favorite email that you receive and/or what brand does email really well?
DD: BMW is excellent in all phases of their email – pre purchase, car is on order, post purchase, financing, technical education and tailored content over the length of your lease. I always engage with BMW’s email.
BW: Why does EiQ matter and why should anyone attend?
DD: It is new and offers fresh content and take on this hardworking old channel. This is what drew The Marketer Quarterly to be a sponsor.
BW: What are you looking forward to at EiQ?
DD: The 30 second/30 slide/nine-minute pitch. I am doing one, and am really looking forward to telling a new story in this format. It is challenge but will be a ton of fun.
BW: We’re pretty pumped for that portion of the day as well!
To hear David’s incomparable email insights in real life, register for EiQ at eiqgathering.com/registration. Registration closes soon!