I’ve been in email marketing for 9 years now, the latest iteration of a digital marketing career that I have had going for over 20 years. During this time, I have seen interesting new technologies emerge—from Send Time Optimization, to Machine Learning, to AI being leveraged for content and subject line suggestions. And yet, I look in my own inbox and am forced to ask, “What the hell is going on?”

I remember when I learned I was going to be responsible for email marketing for a new employer. My first reaction was “ok, what did I get into?” After the first bit of panic wore off, I developed a plan to educate myself and get immersed in the channel. Hopefully the tips below, which are based on how I learned the business, will help those who are new to this wonderful industry.