30 - Email Marketing - Your Message Relevancy Is "KING" with Duncan Gledhill

In episode 30 of the Digital Rapport  podcast, we have
Duncan Gledhill the Founder of Emailmovers.


Duncan has been in email marketing for as long as he can remember
- "there must have been a time before email, I think originally I
wanted to be a truck driver in America after watching Convoy but
that never happened, maybe one day." 


In 2003, Duncan founded Emailmovers, the UK's leading
full-service Email Marketing agency. Having worked on several
hundred campaigns for hundreds of clients directly over the last
16 years, his focus now is on providing global, bespoke B2B email
data that is both accurate and compliant. 


"It is tough and don't let anyone tell you any different. In
email, we are always up against so much change. Just in the last
few years alone, we have seen the emergence of technological
filters that use artificial intelligence (smart computing) to
identify and filter sales and marketing messages through to
regulatory changes like the DPA 2018 otherwise known as the GDPR,
turn our industry almost on its head." 


His message right now is that relevancy has become "KING". 


"We must be relevant or we die. This means that we must put the
effort into understanding our target audience and know what they
find relevant and why. If we can do this well then everything
else will fall in to place from IP reputation to conversion rate.
If we do it badly then everything else will suffer. Focus what
resources you have, on being relevant to your audience. 


If you are having real issues with your Email Marketing then no
matter how big or small your company is, go right back to basics.
Ask your clients why they buy from you and specifically, what
problem did you solve? Then take these pain points and put them
in an email to a "lookalike" prospect, send the email and wait
for engagement. If you don't get engagement then change the
wording of your email and go again to a different lookalike
prospect. 


Only when you starting getting engagement should you start
thinking about scale."


Join me as I speak to Duncan about email marketing, artificial
intelligence (clever computing) and how we can build rapport with
our audience by understanding them and providing solutions by
helping them solve problems that are relevant to their
needs. 


Website: http://www.emailmovers.com 


Social Media: https://www.linkedin.com/in/emailguy/


Jatinder Palaha  - https://www.jatinderpalaha.com


Digital Rapport Podcast - https://www.digital-rapport.com