Email Marketing

At PGG Wrightson, email had to do very different jobs depending on the vertical, nurturing a farmer through a livestock decision looks nothing like nurturing someone through an insurance renewal. At Bivouac Outdoor, email was more direct: retention, repeat purchase, and keeping a customer coming back after the first sale.

Both taught me the same thing. Email is a relationship management tool wearing a marketing hat. Treated as a broadcast channel, it fades fast. Treated as a conversation with someone who already said yes once, it keeps working.

I'd always rather send fewer emails that people actually want than more emails that quietly train someone to hit unsubscribe.