Email Peeps 44: Leonel Skrobacki

What attracted you to email marketing, and how did you get to where you are today?

My entry into the email marketing world happened by chance. I was completing my Law studies (yes, I am a Lawyer!) but wanted to pursue a career related to the Internet. It was 2009, and several large South American companies were beginning to explore the email marketing SaaS space. My brother Fernando and his longtime friend and associate Pablo noticed this trend, and that’s how I got started. Initially, I focused on building reports for customers to help them understand their results and measure ROI.

For five years, we worked for a North American SaaS company (where I had the pleasure of meeting Andrew!). When we were let go, we knew we wanted to continue in the digital space. So, I joined forces with Fernando and Pablo, my current partners, which has been a blessing, as I get to work with family and friends. Together, we have been leading Intaface, a boutique omnichannel online marketing agency, for almost a decade now.

What’s your top email marketing tip?

Focus on relevance, not volume. While email marketing remains one of the most cost-effective digital channels, some companies fall back on the old adage of “more volume, more sales.” However, in today’s sophisticated and highly filtered email marketing landscape, where ISPs scrutinize every campaign’s reputation, it’s crucial to prioritize sending relevant content to an engaged audience.

How do you see AI changing the email marketing landscape in the next five years?

It will probably have to do with more data driven optimization, audiovisual live personalized content, creating new captivating texts with writing assistance and predictive analytics.

Overall, it will allow marketers to efficiently improve their campaigns so they can quickly switch focus to a customer centric engagement approach.

What’s in your toolbox?

Hardware: 

• Macbook pro, 13 inch, M1

Software:

• Google Docs
• Figma
• Canva
• Iterable
• Typeform
• Nifty Images

What is your favorite email design trend?

Right now is interactive emails, AMP features, embedding short videos or stories, applying the 80-20 rule in image/text ratio, showing environmental/sustainable/social causes commitment and gamified experiences.

What are some key email marketing trends you’re seeing in South America?

Dark mode optimization, live email content and hyper personalization are big in South America right now. The digital landscape within the continent is learning on the fly about subscribers’ new tendencies and quickly reacting to them to introduce high quality content in a massive yet sophisticated manner.

What are some simple ways that ecommerce brands can improve their email marketing?

It all starts with your database. Grow it organically, direct traffic to your sign-up forms, and source it from various channels, with social networks playing a crucial role. Verify and test it regularly, as your results will only be as good as the quality of your database.

Then, use this data to gain the best possible understanding of your audience. Pay attention to the reports, engage with your clients in diverse ways, be innovative, make compelling value propositions, and be prepared to redefine your digital strategy as you learn more about them.

What do your parents think you do for a living?

Something related to fixing computers! Any time there a is a technical problem with their laptops they do think I should be able to solve it =)