Andrea Johnson

Stop Batching and Blasting: An interview from Email Summit 2015

August 14th, 2015

Don’t wait for the perfect time or tool to end batch and blast emails and, instead, send prospects and customers relevant information now. That’s the word from Diana Primeau, Director of Membership Services, CBS Interactive, parent company of CNET, the world’s largest tech media source for news, reviews and downloads.

Primeau took time during Email Summit 2015 to discuss with Erin Hogg, Reporter, MarketingSherpa, why sending relevant emails is more critical than ever. “Our users have become very sophisticated. They don’t want to get every email that everybody gets,” she explained. “They expect to see things that are relevant to them so you really need to figure out a way to get started.”

Primeau offered these tips:

Find the email service provider (ESP) that is easiest for you and your IT team to work with.

“You’re building a partnership, you’re building a relationship with someone. It’s not like where you have a piece of technology and you integrate with your workflow and you’re done,” she said. “You’re going to meet with these folks on a regular basis and you want to make sure you have a solid relationship.” “Make sure your engineers are involved. An ESP will tell you they can integrate with everything, and they do, but it’s just a matter of how difficult it is,” she continued.

Make sure your entire organization is aligned with your email strategy.

“If you don’t have buy-in, you’re not going to get investment [and] it’s a big investment,” she noted.

Put MarketingSherpa Summit 2016 on your calendar.

It’s set for February 22-24 at the Bellagio in Las Vegas. “There [are] so many great ideas here … learn as much as you can and take it back to your organization and see what fits,” she advises. “Year after year, I spend a lot of time revisiting the sessions and that’s something I encourage people to do.”

Watch the entire interview here: How Marketers Can Cultivate High Engagement with Email.


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