With EiQ just 11 short weeks away, we’re off to the races with planning the best day in email of 2018. One of our favorite parts is picking the brains of some of the industry’s best and brightest for our EiQ speaker and sponsor spotlight series.
We put the initial spotlight on Movable Ink’s Senior Vice President of Marketing Dee Anna McPherson who has an authentic passion and excitement for email. Check out her thoughts on newcomers to the industry, who’s doing a great job with their emails and why Movable Ink and EiQ are a powerful combo.
What do you get excited about in the email world?
This a great time to be in the email world. While email has long been the workhorse of digital marketing, there is a new wave of innovation in this mature channel. I get excited about email because it is the best marketing channel for using personalization to create compelling customer experiences at scale.
What part of an email is the most important to drive success?
For years, marketers focused on using data to improve audience segmentation and offer targeting. But, we’re living in the Instagram era! People are communicating and connecting by sharing beautiful images. So, the most important part of the email is the creative. Today’s smartest marketers are using data to generate creative that connects with consumers on an emotional level.
What advice do you have for newcomers to the email industry?
You have an opportunity to think about email in a radically different way. Think beyond open rates, subject lines and offers to how you can create unique customer experiences that differentiate your brand. We live in a time where people can purchase any product with the push of a button. So, you have to differentiate through creating experiences.
Who is a brand that you think does a great job with their email program?
I love how Hotel Tonight’s email campaigns use data from StubHub to suggest fun things to do during my travels. UK retailer Dorothy Perkins drives urgency by showing trending items, relevancy by showcasing products you recently viewed and authenticity through user generated content, all blended together to created highly personalized experiences.
What do you think makes your company a great match with EiQ?
EiQ and Movable Ink are a powerful combination for brands that want to be innovative in their use of data to power performance, customer experiences and productivity.
What’s your favorite thing about Atlanta?
The people! I enjoy visiting Atlanta to experience the Southern hospitality.
To get your own taste of Atlanta’s Southern hospitality at EiQ 2018, register here.