As Chick-fil-A’s email agency of record for nearly a decade, BrightWave’s thrilled to have the iconic Atlanta brand speak at EiQ this year. And they’re bringing not just one, but two of their digital marketing aces, Digital Experience Consultant Kaitlyn White and Sr. Manager, Digital Experience Michael Lage.
This week, we’re putting the spotlight on Kaitlyn. She is responsible for leading the Chick-fil-A One guest engagement strategy, Chick-fil-A’s customer membership program which allows guests to earn free treats, order ahead and fuel a personalized restaurant experience.
Read on to find out why she loves Blue Apron’s emails, how EiQ inspired her to create better content, and how BrightWave leadership continues to push the Chick-fil-A One email program in the right direction.
What do you get excited about in the email world?
The ability to personalize down to a block of content. The closer to real time information, the better.
What part of an email is the most important to drive success and why?
Valuable content. I think it starts with making sure the content you’re sharing is of value to the person receiving it. With every email we send, we’re reinforcing with a customer that you should trust by opening this, you’ll find something of interest. Once we lose that trust, it’s hard to gain back.
What advice do you have for newcomers to the email industry?
Understand your why for email. What behavior are you strategically trying to influence or change with your email content?
Who is a brand that you think does a great job with their email program? What do you like about their email program?
Blue Apron. I love that I can clearly see what recipes are in the next week’s box and easily tell if I’m getting a delivery and if not, how long I have to change that decision. It allows me to manage my account at a glance without having to click through if I don’t need or want to.
What ideas are you excited about sharing at EiQ?
The past year has been one of big changes for Chick-fil-A and email. Last year, we sat in the room at EiQ and were inspired by brands like Pinterest on how we could create better content. This year, thanks to Brightwave’s leadership, much of those wishes are reality with our program.
What’s your favorite thing about Atlanta?
Atlanta’s moniker for “a city in the trees” doesn’t often get the recognition it deserves. The Beltline is super cool, but there’s no place I’d rather be on a summer, weekday night than along one of our many miles of Chattahoochee River trails. The ability to stay ITP (or just OTP) and still have miles of wooded trail to explore by foot or by bike is such a treat.
From a career standpoint, how did you end up in email?
I wouldn’t call myself “in email” but I’m thankful to play a interested eye from the sidelines. I’ve always had a passion for connecting the disparate parts of a customer’s journey and I love that my role allows me to do that alongside our email partners.
We’re really excited about our 2 new EiQ awards, The Whiz & The Maverick. Who in the business world has inspired you? Are there any email geeks that come to mind?
My former boss Jeff Hilimire, CEO of Dragon Army has been a mentor of mine since early in my career. His deep understanding and practice of the value of relationships is one I carry with me both personally and in the work I do on a daily basis.
Kristen Speagle is a rockstar at BrightWave. I’m endlessly thankful for her drive to ask hard questions and “what if” no matter how long it might take us to get to the answer.
We’re truly flattered to hear that, Kaitlyn!
To see tons of other rockstars from more iconic brands, make sure you get your ticket to EiQ while they’re still up for grabs!