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InsiderInbox with iContact’s Hank Hoffmeier

July 27, 2017  •  By: Renee Chemel

iContact's Hank Hoffmeier

Summer is officially in full swing and we hope that means you’ve been enjoying long days, warm evenings, flip flops, and vacation days. But it also means HOLIDAY PREP! That’s right! The warm breezes and summer sun mean it’s time to gear up for the biggest shopping season of the year and get the wheels turning on those Black Friday promotions.

So, how’s your Q4 strategy coming along?

As you start to solidify plans, it’s a great time to ask yourself whether your email marketing platform is doing the best it can to meet your needs. iContact is an award-winning marketing automation and email marketing platform favored by customers such as NASA, Browning, Habitat for Humanity and the Autism Society of North Carolina. To say iContact’s Strategic Insights Manager Hank Hoffmeier is an expert in strategic email marketing would be an understatement. With more than 7 years on the iContact team, he’s been instrumental in devising strategy to help iContact’s customers succeed with everything from email and social media to marketing automation and API integration. A self-proclaimed “automation advocate,” Hank is all about leveraging technology and technical strategy to help his clients succeed.

Let’s hear what Hank says is in store for the email marketing industry for the rest of this year.

1.  Why did you choose digital marketing, or maybe it chose you?

Digital marketing definitely chose me. Prior to this, I was in staffing for 12 years and had a little bit to do with their marketing efforts, but it wasn’t really a passion. When I started with iContact, I thought you created an email and it was done. That was it. It just worked. But since then, I’ve learned so much and I’m very passionate about helping clients in any way I can.

2.  What is your personal mission statement?

To share my passion for digital marketing so that others can grow from my knowledge, and to make a difference in the marketing world. I want others to know I’m here to help.

3.  Tell me something about your job that inspires you to keep working there.

I really enjoy helping co-workers and clients succeed, even if it’s not with email or social marketing. General question about WordPress or print? I love it. I just have a passion for figuring things out and helping people. There’s not a lot of technical people who can also get up on stage and talk to people in that kind of setting. I can do both.

4.  Offices or open work space?

I like cubicles, not entirely open. I feel that, in an office, you’re closed off, even with an open door policy. It may make someone hesitant to come in because they’re afraid to bother you. But, open is too much; it’s too distracting. But, mid-level cubicles help with productivity, while still allowing cooperation and collaboration.

5.  What is a skill that every digital marketer should have and why?

A passion for learning new information and skills. Especially over the last few years, the trends and tools of the business are changing rapidly. Automation and mobile are huge. You need to be able to learn the many aspects of how that effects the marketplace and the results of your digital campaigns.

6.  What is the best part about your job?

I love that it’s so diverse, and that allows me to interact with so many different types of customers and clients.

7.  If you could only use five (digital) marketing tools, what would they be? And why?

Our iContact Pro platform for marketing automation.
Instagram – it’s pretty easy to build a following and engage audiences.
LinkedIn for making business connections.
Hootsuite to aggregate social media management and monitoring. I keep it up on one of my monitors at all times.
Facebook. It’s very effective for engaging and interacting with audiences.

8.  Facebook or Twitter?

For personal use, I get more value out of Twitter for my career by using it to aggregate and curate articles and engage in discussions with thought leaders. But, for advertising? Facebook ads are hands-down the best bang for your buck when it comes to advertising.

9.  What is the biggest digital marketing trend for 2017? What’s the biggest challenge?

Relevancy. Marketers need to relevant with their message and with timing. You need to gain the attention of your customers and your prospects and you only have about 3 seconds to grab their attention. It’s a running joke that a marketer’s biggest challenge today is that you have to compete with funny cat videos. It sounds absurd, but its’s true.

10.  What’s your go-to karaoke song? And why?

I don’t sing, but I do listen to so many types of music. I love smooth jazz for reading because there are no words to be distracting. I’m a music lover, just not a singer. I also listen to a lot of podcasts, and use Pocket to save articles, so I can read them later.

11.  What’s the one or two things you can’t live without to get the job done?

My iPhone or MacBook. Both keep me plugged in when needed. I’m what you might call a “workafrolic.” I love to be doing something to help my career, company or my family. I don’t really have what other people would consider hobbies. In my spare time, I write blogs and articles for LinkedIn.

When you truly love what you do, it’s not work. I’m not like most people who are happy on Friday b/c it’s the weekend and sad on Monday. My days are all pretty much the same. I love learning and love what I do, so I don’t feel like I HAVE to do something—read this book or article. Do what you love and it doesn’t feel like work.

Thanks Hank! It sounds like you’ve not only found your true calling, but also the sweet spot in work/life balance that makes you happy, and that’s AWESOME! We’re so glad you took the time to share your perspective with us.
Tune in next time when we hear from Matt Heinz how he turned a degree in journalism into an entrepreneurial opportunity to launch his own digital marketing agency.

Until next time Inboxers, stay cool and of course get started making all of your emails relevant and personalized!


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Your direct-sold ads in email that easily translates into money. How? Check out AdServer for Email.

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Get the inside track on the latest AdTech & MarTech news, trends and strategies.

Blog Form

Your direct-sold ads in email that easily translates into money. How? Check out AdServer for Email.

Drive revenue in every email you send. Learn how with RevenueStripe.