Daniel Burstein

Email Marketing: Email has become another way to interrupt people’s lives

March 1st, 2013

At MarketingSherpa Email Summit 2013, Jim Ducharme, Community Director, GetResponse, interviewed Flint McGlaughlin, Managing Director, MECLABS, about the greatest challenge for email marketers …



You can watch the video above, and here are a few of my favorite quotes from Flint …

“We’ve forgotten that email is a two-way medium. We’ve forgotten that email is a messaging medium.”

“We no longer communicate as if we were expecting some sort of give and take.”

“Email has become another way to interrupt people’s lives. The marketer who sees it as a way to restore relationships and build some sort of give and take is the marketer that will take email to the next level in his organization.”

“We don’t talk to people, we talk at them. There is no dialogue here.”

“People don’t read email because they’re excited to read email. They’re looking through their inbox for any reason not to read your email.”


How can you optimize your email marketing?

The above quotes clearly show the challenges you have to overcome as an email marketer. So how do you optimize your efforts? Flint suggested you think about how your customers view your email, and help them answer these three questions they unconsciously ask themselves every time they interact with your emails:

  • Who is this?
  • What are they asking me to do?
  • Why should I do it?


Related Resources:

Value Proposition Optimization: 5 simple steps to discovering your value proposition using an email campaign

Crafting Effective Email Messages: How a recent experiment helped MECLABS researchers achieve a 104% increase in email response

GetResponse interviews from MarketingSherpa Email Summit 2013

Daniel Burstein

About Daniel Burstein

Daniel Burstein, Senior Director of Editorial Content, MECLABS Institute Daniel oversees all editorial content coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the editorial direction for MECLABS – working with our team of reporters to dig for actionable information while serving as an advocate for the audience. Daniel is also a frequent speaker and moderator at live events and on webinars. Previously, he was the main writer powering MarketingExperiments publishing engine – from Web clinics to Research Journals to the blog. Prior to joining the team, Daniel was Vice President of MindPulse Communications – a boutique communications consultancy specializing in IT clients such as IBM, VMware, and BEA Systems. Daniel has more than 15 years of experience in copywriting, editing, internal communications, sales enablement and field marketing communications.

Categories: Email Marketing Tags: , , ,

  1. March 5th, 2013 at 15:58 | #1

    Hi Daniel,

    Always a pleasure to talk with Flint about email and online marketing in general! You can litterally see the exclamation points dancing above our heads! 🙂

    I know the whole team at GetResponse Email Marketing loved being a part of Marketing Sherpa’s Email Summit this year!

    Jim Ducharme
    Community Director
    GetResponse Email Marketing

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