[Podcast] Behind the Glasses: Colby Cavanaugh

McKenzie Gregory

Welcome to Emma's brand new "Behind the Glasses" podcast, which will feature one-on-one interviews with some of the very best minds in marketing. For the first episode, we thought we'd start out close to home with our own SVP of Marketing, Colby Cavanaugh!

Our first host – Emma Software Engineer Tim Yager – graciously agreed to chat with Colby about everything from oversaturation in digital marketing to whether or not buzzwords like "AI" and "machine learning" are being overused by industry thought leaders. 

That's Colby.... and that's Tim! 

Check it out here: 



Colby shares his own history in marketing and career trajectory, including his time at WebTrends, Salesforce, ReturnPath, and ExactTarget.

Tim asks Colby to give his best quick, no-nonsense elevator pitch for Emma as a company and platform. 

Where does email fit in amongst all the channels available to today's marketers?

Email is the glue of digital marketing.
• Email continues to generate the highest ROI of any digital channel. 
• Email is the most reliable way to continually engage your prospects and customers. 

With over 269 billion emails sent every day in 2017, how can marketers compete? 

Colby says that even when email is bad, it works. However, when you can rise above what's become standard, you can see amazing returns. Over all, provide value: Marketing should be 70% customer service, 30% sales. 

Many marketers are missing key components of their email strategies. With so much work to do and so little time, it's easy to let things like segmentation slip through the cracks. However, the best way to do effective email marketing is to find your minimum viable audience: Segment down into the smallest group you can communicate with to make a campaign successful. 

Adoption of email automation is still fairly low. Despite the intimidation factor, automation is not overly complex, and there are a lot of ways to use automation that are simple but really effective. 

Colby talks big trends in email marketing, along with buzzwords like "AI" and "machine learning."

Tim breaks out everyone's favorite "M" word – "Millennials." Are they really that hard to engage?

Colby shares the secret to success for marketers in 2018: Focus on engagement, not just acquisition. 



Stay tuned for more episodes of Behind the Glasses! 

About the Author

McKenzie Gregory

McKenzie Gregory is a senior content manager on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.

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