Only Influencers

The top thought leaders in email marketing share their insights and thoughts.

Bill McCloskey

Bill McCloskey

Bill McCloskey is the founder of Only Influencers, LLC and eDataSource, LLC

Posted by on in Meet The Influencers

bobfrady

1. How did you get started in Email Marketing. I was working for IndyMac Bank running a huge direct mail operation when I saw the handwriting on the wall and got out of mortgages. In 2007 I ended up getting hired by Live Nation to be their VP of Direct Marketing, even though I had little experience with email marketing - because they wanted someone with a strong direct marketing background. I jumped at it because (a) it was a relatively new channel and (b) it was in the concert industry…which really is as cool as you think it is.

2. Tell us about your current role and what a typical day is like. My current role at Zeeto is as the VP of Technology. I am responsible for the email program, our business intelligence team, our optimization team, our coders and our dev ops team. My job is relatively straightforward in that I spend most of my days either helping my teams solve problems or creating new problems for my teams to solve. In a typical day I might talk about redesigning a site, eCPM results from the dozens of test we run every month, helping my team negotiate a deal with a vendor, doing a deep dive on email delivery issues, educating myself on what’s new and interesting in the tech marketplace, revisiting our project management processes to make sure our projects are all on track and/or writing a blog post on Only Influencers that manages to tick at least a few people off. It’s really a bit of a hybrid role that continually presents me with new and interesting challenges. Or, in the words of the esteemed Vanilla Ice “You got a problem, yo I’ll solve it”…we even have an in-house DJ who can “revolve it.”

3. What do you see as the future of email marketing. I think the future of email marketing is brighter than ever for two reasons – (1) the (begrudging) recognition of email’s power by finally understanding the “non-linear” nature of the medium and (2) the fact that email marketers have come to accept that more frequent communication is not the road to eternal damnation. However, I don’t see a massive amount of change in emails themselves due to restrictions at the ISP level. The most interesting question will be around how the massive sizes of new phones change how we present emails to consumers.

4. Why should anyone choose email marketing as a career. If you’ve got any level of scientist in you, email is a fantastic career choice for one simple reason – you get to replace “I think” with “I know.” You’re able to strip away the fluff and get to what’s really happening…which I think is tremendously cool. Even if you’re not terribly analytical, email will force you to look at things more pragmatically. Which can be a tremendous boost to your career.

Last modified on
Tagged in: Interviews
Hits: 258 0 Comments

Posted by on in Meet The Influencers

captashAndy, aka Captain Inbox, is the Email Oracle at Pure360.

1. How Did you Get Started in Email Marketing

Even though the education system and I didn’t get on, I picked-up programming pretty quickly during a job fixing and building (then new) Pentium4 PCs at a local business equipment company, so I made the late choice to go to university at the age of 22 to see where that took me. When I left university in 2006 with a Higher National Diploma in Web Programming and a Bachelor of Science (degree) in Business Software Development I needed a job that I could do fairly easily whilst I looked for the right job. I didn’t want a sales job, done too many of those and found it too morally challenging over time; I wasn’t ready for a programming job, I needed something more social for a little bit to get my head back in the real world.

A software startup (something called an ESP) named “))) Pure” were hiring new sales people beginning with three months of account management as training, sounded perfect. I’d do my 3 months and quit before I had to go into sales; I should have got myself together by then and be ready for a proper job.

3 Months in, I went to hand in my notice, I was given a pay rise and made the first dedicated Account manager; I went on to build a team of account managers and then took on deliverability and invented @Captaininbox, before recently settling into marketing services, in a company of now nearly 200 of which I’m employee number 14 and now it’s called Pure360.

2. Tell Us a bit about your Current Role and what a typical Day is Like

I’m currently on something like my 6th job title in 8 years having just recently been promoted in my latest role as the company’s first Senior Managed Services Consultant. It’s a role I thoroughly enjoy. Everyday I get to use my experience and knowledge of email, account management, design, marketing, a bit of programming and our Pure360 software; I get pushed and motivated to stay on top.

The job is about delivering services sold to customers whether they are new customers or existing; some are one offs like training sessions handed to me by project managers on how to get the best out of the software, small projects like a full service campaign, data intelligence, creative fixes etc. and some are on going where I manage the project and do some or all of the email marketing for a brand.

...
Last modified on
Tagged in: Andy Thorpe Pure360

Here is what was on the Influencers' Minds Last Week:

 (Only OI Members can access the links).

1. Unroll.me: A number of folks were interested in the newsletter managment service Unroll.me and curious about their business model. Members can  read the full discussion go here and I've included some discussions on Unroll.me from 2012 as well.

2. Examples: Good, bad and ugly of cross-brand email promotions/opt-ins: Do you cross promote your brands in your emails? Check out some examples here.

3. From what devices do people signup/register for email? Do people sign up for your list more from a desktop, mobile device, or a tablet? Find out in this discussion.

...
Last modified on

(Editors Note: I posted this on the OI lists back in 2012. I'm reposting for everyone else today).

It has become a bit of a tradition here at OI to once a year reflect on September 11th, 2001. At the time I was writing a weekly column called The Tuesday Stroll. This year, in commemoration of 9/11 I though I would reprint my September 11th and September 18th from 2001 columns which directly addressed the horror of that day. Each Tuesday I would visit a series of companies and write about my visit. On 9/11/2001 I was to meet BuzzMetrics for their first interview with the media. They were directly opposite the World Trade Center. Needless to say, that meeting never happened.

Below are the two columns I wrote. You might find them interesting as they mention companies that are no longer around and people who have since moved on to other challenges. I hope you find it interesting.

Bill's Tuesday Stroll September 11th, 2001:    

Bill's Tuesday Stroll:

...
Last modified on

The two main areas of conversation last week were on Email Change of Address (ECOA) issues and the flack over the latest edgy Spirit Airlines email.

ECOA

The difficulty of simply changing ones email address was brought home by Influencer Loren McDonald in his attempts to change from his Silverpop email address over to the new IBM email domain (Silverpop was acquired by IBM recently). Loren discusses his frustrations, along with some of the OI discussion on the topic, in his latest Mediapost Column “Mom, All I want to Change is My email Address”. 

As outlined in the article, he found that many of the brands he was subscribed to had no easy way for him to update his email address and as a result he was forced to unsubscribe and then resubscribe. Since there are companies out there like FreshAddress who charge brands for the service of providing updated email address information, why would the brands themselves not make it easier for their customers to make the change? 

Although figures on how many people change their email address each year are a bit outdated, it was estimated a few years ago that up to 30% of subscribers changed their email address over the course of a year. So WHY don’t brands include ECOA in their marketing design plans? And what happened to all the talk about building preference centers from a few years ago?

...
Last modified on
Tagged in: ECOA Email Creative