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Fusionbox Hosts a Panel on Email Marketing Tactics

Posted by fusionbox on Nov. 23, 2014, 5 p.m.

Fusionbox played host on Thursday, November 20th to an event for the Colorado AMA. They put together a panel of experts to discuss email marketing and answer questions around the topic.

Experts on the panel included representatives from the non-profit sector, email marketing agencies, and email service providers. Here was the line-up:

  1. Thomas Sather, Senior Director of Research at Return Path and deliverability expert

  2. Pamela Talley, Digital Account Executive at Heinrich Marketing and former Emma employee

  3. Matthew Vermillion, Digital Marketing Manager for Mile High United Way

  4. Mitch Wogoman, Regional Sales Director at Adestra

The panel was moderated by Gina Nykerk, Marketing Manager at Healthgrades and former Colorado AMA President.

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The evening got off to a quick start with the first question from the audience: β€œIs email dead?” This is a valid question, and the subject of many articles online, but panelists were quick to extol the virtues of email marketing.

By reaching people in their inbox--a somewhat private space in the digital world--email marketing carries with it a sense of intimacy and trust (assuming it is not spammy). When a user gives out their email address, they are inviting you into their private digital space. This comes with the privilege of speaking directly to them, and also the responsibility of not soiling their inbox with bad messaging.

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Topics of the evening ranged from how to manage an email list to increase deliverability, what to do with unengaged users on your list, and how to determine the ideal timing of your emails (i.e. wait too long, and your users will forget who you are, but send too frequently, and they will tune you out as white noise).

We were more than happy to hear from such a diverse and experienced group of email marketers. They offered insights from their experience (beyond simple best practices) as well as from the research studies they have conducted. Thomas Sather, in particular, has conducted many deliverability studies, and was more than happy to share his insights.

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Fusionbox will be hosting another Colorado AMA event on December 4th: β€œLanding the Right Marketing Job Internship.” This talk from Lyle Tate, National Account Executive with CareerBuilder.com, is for young professionals and college students looking to jumpstart their career in marketing.