I am not afraid to admit it, I love email marketing. I love email so much that the picture of the license plate above is mine. I have spent the last 20 years of my career in email marketing, making email fun for brands that I have worked with and for.
That day was when Groupon offered the $25 for $50 for the Gap, and the email sends were set to start at around 5:00 am local for the East Coast. I was the guy running the email program at Groupon, and I had to watch the sends throttle and ensure that we were not getting into any potential deliverability issues throughout the day. There was a digital dashboard set up in the room to watch the number of Groupons that were sold, and the mood was electric. At one point, the site crashed, and we used a failover site to capture the email addresses to send them out a "site is back up email," and during the seven or so minutes we were down, we managed to capture roughly 75,000 email addresses.
Over 440,000 Groupon's were sold that day. The "site's up" email had over a 90% click-thru-rate, the deliverability was nearly perfect, and the company grossed over $11 Million on that one offer which made it the single biggest Groupon to that day. That day and the many days I spent at Groupon, Sears, Quest, and Trendline made email marketing fun as hell.
Today, I’m joining iPost as the V.P. of Customer Engagement and I cannot be any more excited to help current and future clients maximize their investment as well as bring my experience and knowledge to help grow programs.
I have sat in the brand seat, the agency seat, and I now begin my new position in the ESP seat.