Happy Fall Y’all! It’s hard to believe that the rush of the hectic holiday season is right around the corner already. It seems like just yesterday we were talking about summer promotional strategies and enjoying tasty treats at backyard barbecues!
Speaking of tasty treats, we have a very special guest on tap for a new series we’re calling Engagement Experts. Similar to our InsiderInbox, Engagement Experts will bring you insights and ideas from some of our PowerInbox users—the folks on the front lines of email engagement.
Our first Engagement Expert is Edward Standerfer, email marketing director at Candy Club, a candy-of-the-month subscription service that ships chocolate, fruity or just plain sweet treats right to your door. How sweet is that?!
With 10 years of experience in digital marketing, Edward knows what it takes to keep customers engaged, excited and coming back for more. Here’s what he has to say about maintaining that engagement edge, and few other fun things.
Why did you choose marketing, or maybe it chose you?
A bit of both. I wanted to be a journalist but my tuition was being paid for by the company I worked for at the time and journalism wasn’t an approved major for tuition reimbursement so I chose marketing from the list of approved majors because it was what I was most interested in. My first job out of college was in the marketing department of a newspaper, The Las Vegas Review-Journal.
What is your personal mission statement?
I don’t have one. I follow a course of action that I feel is best for myself and/or my company in a particular moment without the need for a pre-determined, overarching sentence or group of sentences that is somehow supposed to provide the guidance necessary for me to make decisions that are aligned with a set of core values. Also, I don’t feel like writing one.
What is the funniest thing that has happened to you recently?
I was at a party telling (what I thought was) a funny story and people were laughing almost uncontrollably. However, it turned out that there was a girl dancing next to me silently singing the ‘tell me more, tell me more’ part from the “Grease” song, ‘Summer Lovin’.
Offices or open work space?
Both – open work spaces contribute to synergy but there are times/situations when ‘solitary confinement’ is more conducive to uncluttered thoughts.
What inspires you?
Beauty, words, originality, competition, music
What is the best part about your job?
The best part about my job is that it requires a combination of analytical and creative skillsets. I also love my coworkers and our company’s culture which promotes the sharing of ideas and experimentation.
What’s the last TV show or movie you watched and why did you choose to watch it?
Last TV show is GoT (Game of Thrones) because, well, everything. Dunkirk is the last movie I watched because I enjoy the fictional retelling of significant historical events.
If you could only use five (digital) marketing tools, what would they be? And why?
• Bronto – necessary for digital communications
• PowerInbox – makes digital communications interesting and engaging
• Instagram – candy looks great
• Facebook – biggest numbers and best acquisition tool for us
• Google Analytics – need to be able to measure results so that we know if we’re effective or not
What’s your favorite PowerInbox component or feature?
I love the Instagram feed integration, because it allows us to leverage social content across email and draw more followers to our Instagram. The tabbed display is also great because it lets us highlight more products in the same space. We’re also looking forward to implementing play-on-the-open video because video is just so engaging. And we plan to implement the real-time personalized image feature in conjunction with our new rewards program to show customers their current progress toward rewards points.
Facebook or Twitter?
Facebook for personal, Twitter to follow personalities/breaking news/brands
If you woke up and had 2,000 unread emails and could only answer 300 of them, how would you choose which ones to answer?
A combination of sender and subject line.
What’s your go-to karaoke song? And why?
Loser by Beck because I know all the words and there’s no singing involved. I’m pretty much the world’s worst singer.
What’s the one or two things you can’t live without to get the job done?
Coffee and a laptop
Thank you, Edward! We appreciate you taking the time to share some of your favorite things and give us some ideas about how to amplify our email marketing efforts!
Drop us a note in the comments to tell us what features and components you love. And, if you’d like to be our next Engagement Expert, shoot us a message at firstname.lastname@example.org. We’d love to hear from you!