This week’s episode: Elliot Ross

March 20, 2019

Constructing and executing email campaigns can be quite difficult, cumbersome, and time-consuming. Once we get through conceptualization and creation, we need to get things set up, scheduled, and shipped – which, for many brands, can take up exorbitant amounts of resources. Why does it have to be so hard? The answer is that some platforms and processes make it harder than it needs to be. On top of that, marketers are under increasing pressure to perform. 

Today’s guest, Elliot Ross, CEO & Co-founder of Taxi for Email, shares his advice about how to be more efficient and effective with your email marketing.

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Show details and highlights

►(2:32) Why email is so hard – Elliot shares his background

►(5:51) Content is everything – let it sit with the content creators

►(7:23) Problems with traditional email deployment

►(10:19) Efficiency benefits of ironing out email processes

►(14:25) Audit and monitor your process to determine opportunities

►(16:52) How to measure email success

►(21:40) Elliot on the future: AI’s impact on email and content

“There’s an @AlbertEinstein quote applicable to #emailmarketing – ‘not everything that counts can be counted & not everything that can be counted counts,” says @iamelliot       CLICK TO TWEET

“The main challenge I see with measurement is that too often we take things at face value. The great and also bad thing about email is it’s so measurable. With decent attribution, you can go all the way through the funnel and conversion process. However, if you take that at face value, you run the risk of making bad or ill-informed decisions that will be detrimental to what you’re doing. The more detailed the measurement, the better the basis you [have] and can use for decisions.”

Elliot Ross • Co-founder & CEO, Taxi for Email • @iamelliot

“The great & also bad thing about email is it’s SO measurable!” – @iamelliot       CLICK TO TWEET

3 Key Takeaways

  • It helps you see opportunities to create master templates. What common elements could you combine into one or a few templates to use instead of creating so many custom emails?
  • Consider adding basic stats about performance to your “wall of emails.” This will help you test assumptions about which emails worked and which didn’t.
  • Start tracking some stats around the process. For example, how long did it take from start to finish to create and ship an email? How many people had to be involved? Include that on your wall with each email, too. This should help you see what designs, layouts, content types and formats were faster to create and which were most cumbersome.

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