This week’s EiQ speaker spotlight is on Eric Ross of Progressive Insurance, a company known within its industry for pioneering into the digital world. They were the first major auto insurer in the world to launch a Web site, allowing consumers to compare rates online and buy auto insurance policies in real time back in 1997 when these capabilities were unheard of.
At Progressive Insurance, Eric strives to build long lasting customer relationship and has found that quality emails, texts, push notifications, and chat sessions are imperative to that success. As the Digital Communications Process Manager, he enjoys building processes that help ensure those digital experiences are fantastic, making him a perfect fit for our ‘Email Production Process & Hacks’ session at EiQ.
Check out his advice to newcomers in email, why Chewy.com is a favorite brand in his inbox, and how companies like Mrs. Fields Cookies inspire Eric.
What do you get excited about in the email world?
Finding ways to take digital communications to the next level.
What part of an email is the most important to drive success and why?
The right message at the right time. The more you know about your customer, the more you can tailor the message and content. In a world filled with clutter and spam, people want to know that they’re special. Content specific emails do that!
What advice do you have for newcomers to the email industry?
Don’t get to caught up in what’s happening today because it can all change tomorrow and if you’re doing your job right you’re helping to drive that change.
Who is a brand that you think does a great job with their email program?
I like Chewy.Com. They seem to hit me at the right time with content that is relevant and what I need. They also do a nice job playing off the pet theme saying things like, ‘Have a purr-fect day!’ and other pet related quips.
What ideas are you excited about sharing at EiQ?
Ideas around process and how to ensure that you’re sending quality digital communications.
What’s your favorite thing about Atlanta?
I love the diversity and I’m always amazed by the size of the airport. However, I enjoy going to Atlanta to admire the skyline and visit the Georgia Aquarium.
From a career standpoint, how did you end up in email?
A wise person once told me that you don’t pick email, it picks you. I guess I was just picked.
We’re really excited about our 2 new EiQ awards, The Whiz & The Maverick. Who in the business world has inspired you?
I’m always inspired by the little guys/gals who start a company with their life savings and try do something that makes a difference or sweetens the world like Debbi Fields (Mrs. Fields Cookies).
Check out the ‘The Whiz’ and ‘The Maverick’ award finalists here— we’ll announce the winners this April during the best day in email!