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The Wonderful Women of Email


The email marketing industry is a pretty special place – and that’s because it’s made up of some incredible people. We’ve celebrated some amazing email developers, chatted with deliverability experts, and we’d like to take the opportunity to celebrate some women in email. March is Women’s History Month, and it’s the perfect opportunity to spotlight some of the women in the industry and their experience in becoming email marketers and developers. This list is by no means extensive, so make sure to give some big props to the women in your email life this month and every month.

Karen Talavera

President of Synchronicity Marketing
Email Experience Council (EEC) Board Member
Top 50 B2B Marketing Influencers and Experts 2019
Top 10 Women in Email Marketing to follow 2020

How did you get into email marketing?

I never intended to go into marketing, let alone email marketing. In fact, my career began a few years before email as a marketing channel legitimately existed.

Instead, my desired vocation was writing. I wanted to be a journalist or author, so I pursued and attained a BA in Communication. When I graduated from The University of Michigan in the early 90’s, job prospects for journalists were bleak and the field was fiercely competitive. Starting salaries were below a living wage, yet opportunities were so in-demand that college grads were practically working for free just to get a foot in the door. I didn’t want that kind of struggle so began looking for positions in PR, advertising and marketing. Marketing won.

I began my career in corporate, working my way up through channel and product development positions at a large consumer data marketing provider which later became part of what is now Experian. What was most fascinating to me at the time was not the roles themselves, but the experience and perspective they provided into the application of 1) data analytics and 2) technology to marketing. The art and science of digital, data-driven, direct response marketing plus its precision, accountability and cost-effectiveness compared to mass branding or PR piqued my attention.

On the cusp of the first dot-com boom which coincided with the dawn of the new millennium, I transitioned out of corporate world into startup world as Director of Marketing for (early-stage) YesMail, one of the first ESPs. I recognized email as direct response on steroids, having all the advantages of direct mail with none of the cost or long execution times. My love for email marketing was born and I’ve been loyal to it ever since.

Despite naysayers over the years, email as a marketing channel is alive, well, growing, and becoming more intelligent thanks to AI-enabled tech. The fact that email marketing is constantly evolving to deliver both incredible DTC sales opportunities plus massive customer revenue for e-commerce-enabled brands keeps me interested and passionate about seeing it done right and ensuring it thrives.

What advice do you have for women interested in learning the industry/growing their career/advocating for email inside their own workplace?

First, connect with your peers through community. There are several excellent email marketing professional groups that didn’t exist in the early days but are going strong now – take advantage of them!

The top three I recommend are 1) Women of Email 2) The Email Experience Council and 3) Email Geeks. All have online discussion groups and Slack channels; plus the first two host live events. The Email Experience Council runs a large conference (the Email Evolution Conference) that’s been held annually since 2008. Women of Email (which is free to join) has meetups around the world in conjunction with vendor or industry events and to connect members locally in major cities.

Second, find a mentor. There are plenty of women and men eager to share their experience and guidance. Some of the groups I mentioned above provide formal mentorship programs.

Third, attend a conference and make connections in person. The larger ESPs and email-marketing service providers put on huge annual user events, plus there are email-specific conferences hosted by publishers, associations and groups (see this 2019 summary I created – most events listed are annual). Just pick one that makes sense for you and attend.

Finally: get curious, keep learning, and use automation to help you. Things evolve quickly in tech and there’s always something new happening in email.

Join Slack and LinkedIn groups. Set Google alerts so you’re notified of specific email marketing content and education such as “tips for welcome emails” or “must-have marketing automation sequences” or “how to grow your email list”. There are hundreds of new blog posts, webinars, and infographics about email published monthly. And don’t forget to follow your favorite experts on social media, especially Twitter and LinkedIn.

Remember, you don’t have to go it alone. There’s a larger, more connected community of email professionals than ever before, and all you have to do is tap in and show up to benefit.

Kate Barrett

Founder of eFocus Marketing
Author of the best-selling book ‘E-telligence. Email marketing isn’t dead, the way you’re using it is’
Elected Member of the DMA Email Council

How did you get into email marketing?

When I was at university, I didn’t know what I wanted to do; I was studying for a Business Studies degree and trialing different part time contracts including working for a manufacturing company doing their PPC campaigns for a time. Although I enjoyed that role, I knew it wasn’t right for me going forward. As part of my degree I had to do a 1-year work placement before graduating, and I happened upon a vacant role at an email marketing company through a family friend. After a rigorous interview, I managed to secure the position at what was them EmailVision (now SmartFocus) and there began my love affair with Email Marketing! After working with their clients, exhibiting at events and learning about email for just over 1.5 years in the end, I went back finished my degree and stepped straight into pure CRM role; I haven’t looked back since! Over the years I expanded into global online marketing roles, managing the entire marketing strategy, but email was always the part that held my heart – and so in 2013 I went freelance, and now own a growing agency specialising in email marketing; eFocus Marketing.

What advice do you have for women interested in learning the industry/growing their career/advocating for email inside their own workplace?

It’s so important to keep growing your knowledge and learning what works and doesn’t, not just in the industry but specifically for the business you work in. Test, test and test again; strategically of course!

Outside of your company testing and learning processes, I would highly recommend attending courses and industry events, forming relationships with others in the industry to share ideas (Women of Email is great for that!) and exploring examples of great emails in the industry (check out emaildesignguru.com for some brilliant industry examples and submit yours too!).

Email needs you to advocate for it within your business! Many times, email is at the mercy of its own success – with very little effort you can make a lot of revenue from email marketing. But with investment and time, the results you achieve can be so much higher – but, we have to be able to prove emails worth and potential worth. Know your numbers and understand how you can send the right message, to the right person at the right time to achieve this and better build the argument for more email marketing resources in your business

Kait Creamer

CRM Marketing Manager, Framer
2019 Stefan Pollard Email Marketer of the Year
Vice Chair of EEC’s Events and Education Committee

How did you get into email marketing?

I started coding long before I ever got into marketing—custom Xanga templates (does anyone remember those?) were my jam. Nearly a decade later, I was working a few different internships involving WordPress, pivot tables, and social media management. That skillset came together in a role as a digital marketing generalist in my first agency job. Years later, a (fantastic) manager started pushing me to own email specifically. I pushed back hard, assuming email was a dead-end role. The joke was on me after I went to my first couple email conferences and found the email geeks community. Email was the perfect intersection of right and left brain skills, and it didn’t take long for me to realize how much I loved the job. Working in email means I can spend my days writing, designing, buried in data, or working through the code for a new template with my headphones on. I get to work with CS, sales, and designers, of course, but also with engineering and data teams. It checks all the boxes for me, which I’m massively grateful for.

What advice do you have for women interested in learning the industry/growing their career/advocating for email inside their own workplace?

Ask lots of questions. There are so many moving pieces in email and no two companies do it exactly the same way, so it’s up to you to figure out what’s best for your organization. It’s easier to do that when you have an idea what options exist. Business owners don’t always know what good email looks like, so they may push you to spam subscribers, purchase lists, or create inaccessible emails. They don’t necessarily know better, but you’re the expert. Remember that! If you can learn what their broad business goals are, you can show them how good email practices can help you get there instead of hacking your way through it. The two rules I live by that have always served me well: ask for what you want and find out how you can help. The biggest mistake people make is assuming they have nothing to contribute, but when you look for ways to contribute and share your goals, people will help you open one door after another.

April Mullen

Director of Strategic Insights, SparkPost
Co-founder of Women of Email
Official Member of Forbes Councils
Adjunct Professor of Digital Marketing at the University of Missouri-St. Louis

How did you get into email marketing?

I got into email the way many of email geeks have—by accident. I got my professional start as an e-marketing coordinator on e-commerce at an apparel company. I supported a couple analysts on email, affiliate, comparison shopping feeds, and managed the implementation and ongoing management of website reviews. When the email lead left for another company, my boss asked me if I wanted to run the email program given that I had been supporting it for months. From that point on, you could say the rest is history. I’ve since worked for other brands focusing on email, on the agency side as a strategist and have worked for email and cross-channel focused martech for six years now. I’ve also had a side hustle as an adjunct professor at the University of Missouri-St. Louis teaching email strategy for the last seven years and am one of the Co-Founders of Women of Email, an organization that was founded in 2016.

What advice do you have for women interested in learning the industry/growing their career/advocating for email inside their own workplace?

For women interested in learning more about email, I highly recommend starting with the vendor you’re working with. To understand strategy, you have to understand what’s possible with the tech. A lot of vendors have program playbooks and training to help you build out your email program. From there, see if any local universities or learning spaces like General Assembly offer classes focused on your needs. There are also a lot of options online and workshops at conferences.

My advice to women seeking to grow their careers is to get a mentor or even several. These are people that can give you advice and help shape where you need to take your career. It’s not enough to be really good at your job either. You might have a strong performing email program, but if you can’t navigate the politics of your organization, you’ll never get ahead. It’s just as important to navigate the unsaid rules of your organization as it is to do your functional work. I don’t think many people understand this, thus it has been a big focus for me as I mentor others.

One of the best ways I’ve been able to advocate for email within organizations I’ve worked for in the past is two-fold. First, I remove the barriers of people not understanding email by making it familiar. Lunch and learns and collaborative how-to workshops were important when I was running brand side programs. I once had a complex project that involved IT. I showed my IT partners how I go about using data imports in my templates by running them through a data import and campaign build demo. They learned so much and had empathy for my needs, so that the project would be successful and achieve what I needed it to. Second point is that reports are important, but you also have to explain the findings and give context to what the data is showing. This helps frame a narrative on what works and what doesn’t and gives people a chance to ask questions.

Kath Pay

CEO & Founder, Holistic Email Marketing
Member of the UK DMA Email Marketing Council
Lecturer for the MSc in Digital Marketing Communications, accredited by the Manchester Metropolitan University.
EEC Email Marketer Thought Leader of the Year Finalist 2019
World’s Top 50 Email Marketing Influencers 2014

How did you get into email marketing?

Back in 1998, I had a web design agency and we had a client who wanted to send emails to their customers. There were very few ESPs back in those days, so my developer and I created our own system. It worked so well that all of our clients used it and it pretty much ended up taking over my web design business and so Ezemail was born! As chief feature architect, I ended up originating some of the current features that are still used today. 

What advice do you have for women interested in learning the industry/growing their career/advocating for email inside their own workplace?

As a woman having been in this industry for over 21 years, I’ve seen a lot of changes—all for the better. And from my experience, I have three main pieces of advice for those wanting to advance—either in the industry or within their own workplace.

1: Be passionate, and I mean be truly passionate about email as an effective channel for consumers and brands alike. People (both males and females) are inspired by people who are passionate. Learn as much about email as possible and if possible, be a true believer that email is an amazing channel—this is where the passion comes from. Be warned— false passion is easily identifiable and will backfire.

2: Be Open-Minded. Don’t be caught up with “shoulds” and “musts”. Aside from some very obvious and basic best practices such as authentication, permission etc., question everything that is ever told you as being a ‘should’ and see if it’s appropriate for you and your company. I believe that in order to be a successful marketer, we need to be pragmatists, rather than purists. For more information, I recommend that read this article.

3: Don’t wait for opportunities to be given to you—you need to make them yourselves. Be vocal, be present, be available and take hold of opportunities as they arise—don’t wait for them to be offered to you.

Jeanne Jennings

Founder and Chief Strategist, Email Optimization Shop
Programming Chair, Email Innovations Summit
General Manager, Only Influencers

How did you get into email marketing?

I had been working in the online marketing space and loving it, doing a variety of things, including email. After a dot-com I was working for merged with another dot-com, a bunch of us were laid off. My former boss soon got a job at a large B2B publishing company and called me. He was building his team and had a role for a head of email marketing that he thought I’d be perfect for. I took the job with the agreement that if I wasn’t happy after a few months he’d move me into something else on the digital team. But I loved it! And I’ve been focused on email ever since.

What advice do you have for women interested in learning the industry/growing their career/advocating for email inside their own workplace?

First, network. The best opportunities I’ve gotten in my career have come from people I know. So, get out there and connect with others in the industry, both online and offline. Only Influencers, a community of email marketing professionals that I manage, is a great way to start. I have been a member since the beginning, long before I took over managing it and it’s been a great way to meet others in the industry.

Second, learn. The thing about email marketing is that it’s constantly changing. There’s always something new out there to try, things to test, things to iterate. Read all that you can, there are lots of thought-leaders out there sharing their experiences. Shameless plug – I am a regular contributor, along with many others, to the Only Influencers blog. I also have my own Email Optimization Shop blog.

Third, don’t be shy. Use your knowledge, paired with industry knowledge, to advocate for the things your email program needs to do to be more successful. Make the case to convince management – and be sure to document results to show how your recommendations perform.

Samantha Iodice

Director, Digital Solutions, Brierley+Partners
Member of the Forbes Communications Council
The EEC Email Marketer Thought Leader of the Year Award Nominee
Charter Member of Women of Email

How did you get into email marketing?

About 15 years ago, I was working for Discover Financial Services. I began as an Administrative Assistant to the absolute best female leader I’ve ever encountered, Michele Edelman. She was my mentor and I strive to emulate her method of management from a caring perspective while remaining focused on hard work. She encouraged me to complete my Bachelor’s Degree and to pursue my interest in Marketing. I did just that and soon after was asked to join eBusiness on the Email Team. I loved everything digital from that point forward and never looked back.

What advice do you have for women interested in learning the industry/growing their career/advocating for email inside their own workplace?

When you work in email, you have to be tenacious. We often need to fight for our position, budget, and resources and support each battle with data – much like in our work with evaluating email performance. This doesn’t always come easy to women and we need a strong support network to ask questions, opinions, and verify our approach. I encourage every woman I meet in email to join Women of Email as it’s a wonderful organization just for women to have a forum, a place to ask what we feel are “dumb” questions – but they never ever are because at least 10 other women have the same question, and to share learnings. I mentor and work with as many women as I can to help them get to that next career level, ask for a raise, and ask for more budget, and of course – answer email questions!

Jen Capstraw

President & Co-Founder of Women of Email

How did you get into email marketing?

I designed, developed and deployed my very first email marketing campaign in 2002 while working at a nonprofit in the suburbs of Charlotte, NC.

And it was ATROCIOUS.

I found it recently on an old hard drive! This was back in the days of CRT monitors. Our audience was B2B and likely using Outlook on Windows XP, so this is approximately what that campaign (built in Microsoft Frontpage!) may have looked like to our recipients.

Picture of Jen Capstraw's first email. It says Time is Running Out!

There’s so much to pick apart and have a laugh at! I can say I’ve come a very, VERY long way since that first stab. But a few things about this campaign are interesting:

  • There’s no unsubscribe link! It never occurred to us that someone would NOT want to receive this glorious email message. CAN-SPAM wasn’t passed until the following year.
  • We did have the foresight to create three versions for three distinct segments. I didn’t even know the word “segmentation” as it pertains to email, but it seemed natural to make the content relevant to the recipient, which of course is the holy grail of email marketing best practices today.
  • I used fluid design—which is also relevant to today’s best practices. We want our messages to look terrific no matter the device or email client our audience is using. But did that actually work in 2002? Honestly, I’m not certain! We didn’t have the email rendering tools that we have today. But my logic was on the right track.

What advice do you have for women interested in learning the industry/growing their career/advocating for email inside their own workplace?

I’ll never forget how difficult it was for me to be a brand-side marketer. In a lot of environments, it’s tough to get respect. It’s tough to get buy-in. It’s tough to get budget and resources. And I empathize so much with the women in the industry who face these struggles. There are a lot of them!

But the good news is those challenging experiences are valuable. Bad employment situations are kind of like bad dates. You’re gonna have a whole bunch of ‘em before you figure out exactly what you want and need in a relationship. And that’s what employment is—a relationship.

In any relationship, you have to step back and see things from the other perspective. Sometimes pushback from our superiors is valid, but we can be inclined to dig our heels in without giving it enough consideration. Sometimes email marketers (male, female or otherwise) are so fixated on being right, and holding tight to so-called best practices (which aren’t necessarily “best” for all), that we reject practical insights from senior management that can guide more collaborative solutions. That often takes some experience and maturity. It’s completely normal to go through these growing pains, as long as we don’t get stuck in that rut long-term.

Other times, workplace challenges are unnecessary and rooted in toxic cultures and a general lack of respect. Sometimes you work in places that just plain suck. And they’re not going to get any better. Email is treated like a necessary evil in a lot of companies.

And sometimes you work in places that aren’t that bad, but you outgrow them. They limit your future.

You have to know when relationships don’t serve you anymore. When to walk away.  All of those dodgy career patches are opportunities for clarity. They enable you to recognize what you do and don’t want. You get better at understanding your strengths and weaknesses. And what sort of environment and opportunities would enable you to capitalize on your strong suits to make great email happen.

And email marketers often see this—but don’t always take action. My observation is that women are less likely than men to walk away from bad situations. Women can be incredibly risk-averse. Fear of the unknown keeps us in bad situations longer than they should, and that can stunt a career, and even cause emotional damage.

I’ve experienced that. I get it. But what I’ve learned is fear of the known can be just as powerful as fear of the unknown. What if nothing ever changes? Ask yourself that question! I’ve discovered that can be far more terrifying than catalyzing change.

That’s a pretty long-winded way of saying my advice to women looking to advance their careers is to take risks. Embrace change. Seek transformation. Know when to walk. Don’t let some misplaced sense of obligation compromise your future, your happiness and your earning potential. Don’t fixate on worst case scenarios. Yeah, you might fail. I’ve failed! Miserably! And I dusted myself off. And I came back. Bigger and better. Every. Single. Time.

As women, we’re often already disadvantaged. Don’t compound that by standing in your own way.

I’d also encourage women to start investing in themselves and their careers. Far too often we don’t attend conferences, don’t take on speaking opportunities, don’t benefit from extra training, don’t get professional career coaching and resume advice because… all of this costs money. Ladies, don’t be afraid to reach into your own pocket. Put it on a credit card if you have to. This is an INVESTMENT. And I can tell you from experience, these investments come back to you exponentially if you capitalize on them. I hear women tell me all the time “I can’t afford to.” Sometimes, you can’t afford NOT to.

If you want to level up, you can’t wait for your employer to foot the bill. Especially a crummy employer!  The ones you can’t wait to break free from. They’re not going to invest in you. YOU need to invest in you.

I’ve done it. I’ve taken on debt to advance myself—both personally and professionally. And I would never, ever hesitate to do it again.

And if any of you need a pep talk, I’m your gal. Hit me up. Let’s schedule a chat. I’ve emerged from difficult circumstances. And you can too.

Aysha Marie Zouain

Email Developer, RentPath
Board Member and Meetup Chair for Women of Email
Creative Contributor for HowtoSFMC.com 

How did you get into email marketing?

In the beginning of my career, it was something no one wanted to work on at work. The marketing team wanted to have fun writing and reporting while I was tasked with building out campaigns as a junior web designer in a financial small financial company in Miami. In this place, I learned about table structures, Outlook and code nuances in the early days of Pardot.

Since then I’ve woven around email design and specialist contract roles for Fortune 500 companies and several other ESPs but have moved solidly into email development recently. I liked a challenge in code and the complexities of the Salesforce Marketing Cloud ecosystem even if the user experience is less than ideal for all users.

My career in email was never planned to be this way since I grew up wanting to be an art director and drew digital art all day as a teen. However as with most #emailgeeks (and Women of Email) one that greatest satisfactions I get on most days is knowing that my creatives are helping the customer experience overall and that the design and strategy is solid.

What advice do you have for women interested in learning the industry/growing their career/advocating for email inside their own workplace?

Be honest, talk about money, perceived bias and know your own value proposition. Discuss it with a mentor if you have one or if not help another woman achieve her goals in an organic manner. Ask for a conference or education budget before you sign that employment contract. Do not sign any employment contract without sending it to a lawyer for review, to protect yourself and your loved ones depending on you for your income.

Support one another like fellow soldiers in battle, we are all on the front lines for communications in a lot of our roles, so we may as well communicate well and support one another it is a small industry. This industry is big enough to have all us in it and we are in great demand. 

Kristin Bond

Senior Director of Email Operations, Girl Scouts of the USA
Co-Founder of Women of Email
Salesforce Golden Hoodie Recipient 

How did you get into email marketing?

I started out as a copywriter for a life insurance company in Indianapolis during the 2008 recession. Our sales reps wanted us to send emails that looked like they were coming from them. Since I was already writing the emails, I became the person sending them as well. Our team decided to work with a little email company who had an office in our building – ExactTarget. I quickly learned I liked all of the other aspects of email more than ghostwriting as an expert about life insurance (which I decidedly am NOT!). Every job I’ve had since then has been in email, and usually working with ExactTarget/Salesforce Marketing Cloud. I developed expertise in setting up SFMC instances at companies, and that’s what I do now.

What advice do you have for women interested in learning the industry/growing their career/advocating for email inside their own workplace?

Learning the industry/growing your career:If you’re able to attend an email conference or other local events, do that! It’s a great way to learn and meet other people who face the same challenges you do. If you’re not able to attend a conference, participate in the vibrant email communities online: Women of Email, #emailgeeks Slack, or even just on Twitter. The email community is generally wonderful and there are so many people willing to share resources, give advice, and help you succeed.

Advocating for email in your workplace: One of the best things about email is that we have plenty of data to back up our successes and impact. We have so many ways we can personalize emails that simply aren’t available in other marketing channels. When advocating for email at your workplace, show its impact through your data, and show how it’s such a personal channel to connect with your subscribers. Get really good at Excel and at storytelling so that you can communicate why email’s awesome!

Shannon Crabill 

Senior Email Developer, UnitedHealthcare

How did you get into email marketing?

I got into email marketing by chance. When I graduated with a degree in graphic design, I often got asked if I did websites. So, I started to learn to code with HTML and CSS on my own. It led to a few short term, web design projects before I got a full-time job as an email designer and developer. 8+ years later and I’ve been in this field ever since. 

What advice do you have for women interested in learning the industry/growing their career/advocating for email inside their own workplace?

I struggle with growing my career aspect myself, but what I’ve learned that has been helpful is to know when it’s time to walk away from a job or role. If things just don’t seem right, or promises are made and not followed through on (regarding promotions, stretch assignments, etc.), then it may be time to move on. It’s ok to be selfish (really, you aren’t!) and make the moves, advocate for yourself to get what you want (and deserve!) in your career.

When it comes to advocating for email in the workplace, I’ve found sharing facts, encouraging testing and asking “why?” can help to drive email marketing in the right direction. If there’s a debate over a hero image vs no hero image, A/B test it. I’ve been wrong in my hypothesis before and testing gave me the data to prove/disprove it. Asking “why” can also help to pin down if a change, edit, a strategy is for a specific reason or just because. As email marketers and developers, the recipient should be our focus at all times.

E. Wilson

Email Developer, Elle Gets It Done!

How did you get into email marketing?

Right out of a coding bootcamp, I got a position to work for a small B2B firm that did digital marketing and web development for Fortune 500 clients. Knowing how to code put me in place where I received a good mix of frontend development and marketing projects being dropped on my desk to choose from.

I quickly learned how to specialize and made myself the go-to person for email by taking the email development and deliverability projects off the hands of our senior devs. Learning how to quickly code emails, developing a design system of reusable components, and troubleshooting our custom ESP made me appreciate the work more. It was difficult work but gratifying and I came to work confident to do it. Getting my hands dirty in that position is what made me want to work in email marketing.

I got tired of waiting for the perfect email developer position to come along though, so I created a space for myself. I now take on freelance email development projects and sell my own HTML email templates as a side hustle until I find FT work in the field.

What advice do you have for women interested in learning the industry/growing their career/advocating for email inside their own workplace? 

“The best way to learn, is to do.” As women, we are strategic planners and sometimes we feel being overqualified and educated makes us better at our work, even though we may wind up stagnant.

Staying in the newbie phase for too long by focusing on how to use the most popular ESPs instead of the best one for the scope of work I was doing, and coding templates based on the latest email trends instead of best practices, derailed me and hindered my progress early on. My advice is to find a healthy balance between learning and doing. If you have ideas for projects, don’t be afraid to dive in and get started. You can improve and revise as you go.

Growing your career in email:

Joining the #EmailGeeks slack community has been awesome for me! I’ve found mentors there and gotten leads on available jobs and freelance projects. I also recommend joining professional networks like Women of Email and TogetherDigital. Search Meetup and see if there is a local group in your area for email pros, and if not, start one. Leverage social media for personal branding. Build your network and community by being a resource and contributing to discussions.

How women can advocate for email inside their own workplace:

Propose a marketing funnel for your company’s next campaign that places the email marketing channel at the center of onboarding prospects. Report accurately and often. Walk the marketing lead through email ROI metrics and data you’ve collected during standups or check-in meetings to illustrate positive performance. Host a lunch-and-learn series to introduce your coworkers to what you do as an email marketer. Have your ESP representative sponsor it to provide the food and additional resources.

Amy Mangueira

Founder & Email Strategist, Email Growth Society

How did you get into email marketing?

I was a self-taught marketer. I started my career as a 4th grade teacher and used to work at nights at a Martial Arts & Fitness facility to run the front desk and sell. I started to get really into email – and began exploring ways to build lists from the website back in 2003 when email wasn’t as popular. I began working with MailChimp and then started to learn Hubspot. I even worked with a friend to learn Pardot and Salesforce.

Slowly I built the facility I worked with a fully-functioning email marketing machine that was bringing in more people than other channels such as Groupon and paid ads. In 2015 I left teaching and took my first role as a Marketing Operations Lead, quickly moving into a Director of Marketing. I then began consulting full-time in 2017 where I have been able to help over 40 companies grow with best-in-class email programs.

What advice do you have for women interested in learning the industry/growing their career/advocating for email inside their own workplace? 

Email marketers need to take responsibility to change the perspective within their organization. Oftentimes if you are responsible for email marketing or marketing operations then you are seen as the person that sends emails. But there is so much more to it than that. You are a part of the entire buyers/customer journey. Your programs often can accelerate the pipeline. Each and every email can make an assist to sales.

You are a powerhouse that can make a lot of impact in your organization but it needs to be socialized and understood. Email marketers need to take more responsibility in persona development, sales/marketing alignment, and the necessary touchpoints in the customer journey. And the most important thing – make sure that there is tracking on your programs! Too often when coaching junior email marketers I find that they don’t have the analytics to show their program impact passed the click. You must, I repeat you must make sure that you can record what impact your programs are having!

Thank you, Women of Email

Here’s to you! Thank you for sharing your insights and making the industry better every day. We couldn’t do it without you.

You can also support and join the Women of Email professional network, aimed at promoting women in leadership in the email marketing niche. They also have a Facebook group and a channel on the Email Geeks Slack Channel.

Want to give a shoutout to a woman in email? Let us know in the comments or tag us on social media @EmailonAcid.

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Author: Kirsten Queen

With a background in marketing and a passion for content creation, Kirsten has written copy for ecommerce email efforts and e-newsletters. She now serves as Email on Acid’s social media coordinator and has enjoyed the deep dive into the close-knit and passionate world of the Email Geeks.

Author: Kirsten Queen

With a background in marketing and a passion for content creation, Kirsten has written copy for ecommerce email efforts and e-newsletters. She now serves as Email on Acid’s social media coordinator and has enjoyed the deep dive into the close-knit and passionate world of the Email Geeks.

2 thoughts on “The Wonderful Women of Email”

  1. This article is excellent! I never considered the existence of some of these networks. It is very helpful to have all the information in one place. Thank you Kirsten Queen for collecting and presenting this content and thank you to Email on Acid for distributing it. I love this value-added resource for my email testing!

    1. Thanks, Jennifer! So glad you found it helpful and I hope you’ll enjoy the networks as much as I have! 🙂

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