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How did you get into email? 

Right out of college, I stumbled into a marketing role at a local non-profit, where I managed their email newsletters and CRM (all custom-built platforms—it was a nightmare to use, haha!). Over the years, I ended up working for a few e-comm brands in-house, which is how the true e-comm email bug bit me. I LOVED figuring out how to design eye-catching emails while improving benchmarks.

Back in 2019, I decided to launch my own email consulting and design business and work one-on-one with brands directly, helping them optimize their email marketing systems. The rest is history!

What could most ecommerce brands do to improve their email marketing?

Be objective about your brand and product. Once you can be your biggest critic, you’ll be able to tap into WHY someone wouldn’t purchase from you. And that is where the gold is. 

From formulating your welcome series to compelling campaign sends – have your design and copy tap into where that hesitation is from your ideal customer. Address those concerns and tear down every hurdle they may have about you.

The results speak volumes once you unlock that hack.

Who is your favorite client, and why?

Ohhh, so hard to choose but one that I just love working with and designing for would be Curiada. They are a Spirits marketplace where you can find go-to favorites and some rare shelf finds! The story-telling involved in cocktails and the artistry of some of these bottles just lends itself to jumping off the email. 

I have so much fun with every design I create for them, and they’ve been a longtime client of mine!

What’s in your email marketing toolbox?

Hardware:

• My Macbook AND PC – Just to make my shortcuts even more confusing, you’ll typically see me swapping between devices depending on my mood.
• Klaviyo Coffee Cup – Can’t start my morning without it!
• RHODE Mic – Just started my email marketing podcast, The Full Inbox, and this baby is a must!

Software:

• Figma – My go-to for email design
• Grammarly – Because typos haunt me in my marketing dreams
• BeePro – When needing to externally build and import HTML, they are my go-to builder.
• PhotoShop – My go-to for editing images

Are you using AI? How?

The Generative Fill feature in PhotoShop is a lifesaver. Being able to drag it to create negative space for emails is essential.

I do begrudgingly use ChatGpt for some copy ideas here and there when I need a headline to have a fresh spin to it or need a nice alliteration (it’s awesome for that)!

What’s your favorite email campaign of all time? Why?

Okay… so technically, it is the most hideously beautiful email ever, but I was obsessed when it landed in my inbox. It was from Email on Acid, which coded a replica MySpace page email. It just stopped me right in my tracks, and I even replied, telling them how much my millennial heart was obsessed with it. 

What do your parents think you do for a living?

They think I work for brands like Kohl’s and flood people’s inboxes with sales messages, haha. They have maybe a sliver of an understanding of what I do, but more than anything, they are really proud of me having my own email consulting and design business, Spark Bridge Digital.

Much love,
Andy

Email: [email protected]
Twitter: @emaillove