As managing director of the eec, DMA’s email marketing arm, I was so pleased and thrilled to announce that we will be honoring two remarkable industry leaders – Zack Notes, Senior Analyst, UncommonGoods, will receive the Stefan Pollard Email Marketer of the Year Award. This award was established in honor of Stefan Pollard, a highly respected and beloved member of the email marketing community who suddenly passed away in 2010.
Our Email Marketer Thought Leader of the Year Award goes to Dennis Dayman, Chief Privacy Officer, Oracle | Eloqua. This new award recognizes an industry leader who has made a substantial positive impact on the email marketing community as a whole, and/or on individual client(s).
Both awards will be presented during a special celebratory luncheon honoring the award recipients at the Email Evolution Conference, which will be held January 22-24, in Miami, Florida.
In this two-part series, we bring you some questions and answers with both honorees – to gain further insight into their outstanding work. This week, we’ll hear from Zack Notes:
Q: How do you promote and advance best-practices within your work – with consumers and/or with other businesses?
Zack: Best practices are always changing so it’s important to stay current with industry blogs and publications. Externally, we are in constant communication with our ESP, Silverpop, as they always have the latest information on best practices, especially spam compliance, preference center flow, deliverability, etc. We also communicate frequently with the smart people at Litmus as a reference when we have technical questions about content, especially mobile content.
We meet with a monthly catalog consortium group, with which we share our opinions on various practices. Recent discussions have included holiday send frequency and gmail tab management. Lastly, I have used my recent public speaking gigs as a podium to encourage others to try our methods of frequency control.
Q: In what ways has mentorship figured into your work? Do you feel mentorship is an important component of encouraging responsible marketing practices in the generations to come?
Zack: Definitely. I have a twelve year-old neighbor who told me he wants to be a software developer when he grows up. I got him started on code academy and we’ve been working on python problems together. I think any marketer would be wise to incorporate a mentorship into their life. We can teach them responsible marketing and they can teach us the newest social channels we’ve never heard of.
Q: How has the explosion of Big Data changed the way you do email marketing?
Zack: Personalized emails that trigger in real time. This is my biggest email project in 2014 — and it wouldn’t be possible without Big Data sets and processing power fast enough to do collaborative filtering, product-based recommendations, etc.
Q: What is the most rewarding aspect of your work?
Zack: We are still a relatively small company with limited reach. It’s always rewarding when I meet someone who has actually heard of us. My cousin sent me a gift from UncommonGoods. She doesn’t know that I work there. That was awesome.
More specific to email, we’ve done a lot of work to improve the customer experience – we’ve built a responsive email frequency system which responds to engagement. We’ve given customers the ability to change their frequency manually and even take a temporary break from emails for a period of time. As a result, we’ve seen unsubscribes go down dramatically and it is rewarding to know that I am developing a program that is more rewarding than it is intrusive.
Q: And finally, what does winning this award mean to you?
Zack: It’s validation that I must be doing something right. It encourages me to try to make more of an impact and influence the email marketing industry in a positive way.
In our next installment, we will bring you insights from honoree Dennis Dayman. Until then, please let us know some of the innovative ways YOU are using email to boost your business success.