I have extensive experience developing and executing marketing strategies that use email as a critical final step in the consumer journey. I’m drawn to email marketing because the results are immediate and measurable; with a strong strategy and disciplined execution, performance follows quickly and clearly.

I believe effective email marketing is grounded in a few core principles:

1. One Size Does NOT Fit All. Segment and target your audience list.

2. The email must have new news. A promotion, a new product, a deep dive into a product, etc.

3. Do not be afraid of white space.

4. Keep it short. If its more than about five sentences, you’ve lost your audience.

5. Every email needs a strong CTA (and stay away from discounts!). The CTA should be clear and easy to find.

6. Maintain your brand personality and keep it interesting.

7. Track and monitor your campaigns and your audiences.

8. Be consistent but not stale. You want your audience to recognize your emails but also be compelled to read them.