In our series, 5 Questions with an Email Expert, we chat with leaders in the email marketing space about their background, favorite email campaigns and more.
In this edition of 5 Questions with an Email Expert, we spoke with Movable Ink’s own Chief Revenue Officer, Adam Stambleck.
For over 15 years, Adam has worked with the world’s leading brands to understand their goals and drive results-focused digital marketing programs. Adam’s organization is focused on ensuring every client succeeds — by solving challenges, building deep trust, and delivering sustainable results. As CRO, Adam is responsible for worldwide sales, partnerships, and our industry-leading Client Experience team.
What was your path to email?
I started my career in email at Yesmail Interactive. At that time, Yesmail was one of the larger email service providers in the space. I began as Director of Account Management in their New York office. Shortly thereafter I was promoted to Vice President of Account Management and I ran all of our client services on the east coast.
Why do you believe in the channel?
Email is powerful because of the clear ROI. As the years go on, it has become easier and easier to deliver amazing email experiences – and the return is still there. I love when my clients hit send and make hundreds of thousands of dollars each time.
Email is also one of the most mature digital channels. It’s easier than ever to view emails anytime, anywhere, and as a result, mobile email marketing has kept the email channel incredibly important. It’s also easier now than ever to shop on mobile, so mobile transactions continue to grow and are a meaningful factor for brands today.
What is the coolest or most innovative thing going on in email?
For me, we are living in the “FitBit World” where you have up-to-the second access to your personal data. The best emails I have seen this year take that approach in their emails. All the year-end emails that Movable Ink clients have been sending are great examples (Spotify, Delta and Hilton to name a few).
Movable Ink has made it so easy to power all of that personal and loyalty program data. Customers love seeing their data in real-time and get frustrated when their data is stale.
Every client should be leveraging customer data to deliver unique and engaging experiences in the inbox.
What do you want non-believers of the channel to know?
There’s a big transformation taking place in email. You don’t have to be stuck in the archaic email production press where you’re updating email templates daily. Stop staying in the office late on Friday nights to get an email out the door. Those days are over.
We’re working with our clients to build intelligent content templates. For example, many companies have content on their blog or website, as well as CRM and loyalty data on their customers. We build intelligent templates that pulls content from those sources automatically at the moment of open.
Think about what you want the desired customer experience to be and automate the process. As your content or data updates, your email should update as well, without you having to manually make tons of changes.
Our clients don’t have to worry about being stuck in a broken production process, and they send meaningful emails easily. That means you get a streamlined email workflow, and your customers never have to receive stale or outdated email content ever again.
What is your favorite email that you receive and/or what brand does email really well?
I can think of several brands doing email very well.
I’m on the road for a good amount of work travel, and I love receiving Delta’s emails. They sent me an email recapping my travel activity and it was my favorite email of the year.
Another amazing email is the Detroit Pistons’s email with live game scoring and player statistics. More and more sports teams have been jumping on this trend, which is really exciting. The NBA is now working to make all their emails live and interactive. Sports is exciting and their emails should reflect that.
American Express sends me emails at least once a week with offers that are relevant to me. I can see points balances and any rewards I’m eligible to receive. In addition, I can apply those rewards to my credit card directly from the email. It’s an incredible email experience and I always look forward to those emails. Which is not something you would normally say from a financial services provider. Kudos to Amex for this!
Finally, I was a big fan of an email that Under Armor sent celebrating Tom Brady’s career and latest Super Bowl win. It showed a timeline of Brady’s achievements throughout the years. It was an incredibly-timed email with great data, sent right after the Super Bowl!
Want to be a a part of our Email Expert series? Drop us a line: kdunleavy[at]movableink.com