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October 9, 2024 - Articles

Email Peeps 51: Anne Ghaltchi

โ€œLaura

Tell us about your journey into the world of email.

Early in my career, I worked for a B2B company, where the majority of the sales were generated through mailing catalogs. The company began dipping its toes into digital marketing, and one of my responsibilities as a Marketing Coordinator was to manage and execute all of the brandsโ€™ email marketing campaigns. This included selecting the audience targeting and segmentation, matching the products to promote, working with the creative team, and measuring the results.ย 

I loved the change from working with direct mail to digital marketing because I could see how the campaigns performed with data like opens, clicks, and e-commerce sales, which was far different from measuring via customer-reported offer codes. This sparked my interest in digital marketing, and I spent the next several years growing more in the space before moving toward martech.ย 

Fast-forward to today. My expertise in growth marketing, digital strategies, and brand development led me to ZeroBounce, where I lead initiatives that drive customer engagement, brand expansion, and strategic partnerships for ZeroBounce, a leading email validation and deliverability platform designed to help businesses achieve optimal inbox placement and enhance email marketing campaigns.ย 


What does your day-to-day workday look like?

My typical work day includes meeting with our content team to review upcoming promotions and our marketing calendar, checking in to see the performance of digital marketing campaigns, and having conversations with existing and potential partners and sponsorships.


How do you see AI changing email deliverability in the future?

AI can help change deliverability by providing more insightful guidance that is specific to each person’s case. You can get guidance on how to send, or how to achieve the maximum inbox rate. It might help predict things such as time of day sending, who are likely to engage, and other key components that play a role in your deliverability. However, with any technology change or shift, it’s always best to test this yourself with the AI and compare which achieves better results. Just because AI was used in the process does not mean it will give you the most optimal outcome.


What are some easy fixes that many brands get wrong when it comes to deliverability?

  • Quality > Quantity when it comes to email lists. Brands should clean their email data to decrease bounce rates and improve deliverability
  • Monitor spam complaints by setting up feedback loops for abuse reports
  • Donโ€™t let sales reps trash your brandโ€™s domain by sending sales emails from the same domain as your newsletters, promotional and transactional emails
  • Check to see if you are on any blacklists
  • Configure DMARCย 

Whatโ€™s in your email marketing toolbox?

Hardware:ย 

  • Laptop
  • Two monitors
  • Airpods
  • Double espresso โ˜•

Software:



What is your favorite email campaign of all time?

Itโ€™s hard to pick only one email campaign, but I like the clean design of Crate & Barrel, and how they personalize the emails based on my purchase and browsing history. It does a great job of using that data to provide just enough relevant recommendations without overwhelming me with too many options to click on.

They also do an excellent job of making use of different visual formats like animations and GIFs, which say more than text can. More importantly, theyโ€™re able to do this while still delivering an email that loads quickly.

Check out the full email โ†’


What is your advice for new email peeps entering the industry?

Email is interestingโ€”itโ€™s challenging but a fun channel to work on. What works for one audience or business may not work for yours, so keep testing new things, measure fast, and test some more. And keep your email data clean. ๐Ÿงผย 


What do your parents think you do for a living?

โ€œMarketingโ€ฆwhatever that means. Thatโ€™s what you do, right?โ€ย 

Much love,
Andy

Email: [email protected]
Twitter: @emaillove

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