Like most people “in email”, Melanie Balke, the CEO and founder of The Email Marketers, found her niche in email along the way. The Email Marketers is an agency focused on email and SMS marketing for ecommerce and B2B SaaS companies. They function as an outsourced email department, and also help companies build in-house email teams.

For Melanie, good email marketing comes down to being a "good sender" - providing value to subscribers, building community, having a strategy, thoughtful segmentation and targeting. Bad senders spam, blast everyone, and ignore feedback.

As is common these days, Matthew and Melanie end up talking about SMS and messaging. As it grows, restrictions will come just like email has faced, and brands need to use it to actually add value to consumers' lives. For now - Wild West!

Melanie has the experience marketer’s take on personalization — it’s TOUGH! Personalization and segmentation is best when tied closely to a company's own data about customer behavior and preferences.

Because of the ecosystem (Shopify + Klaviyo) used by so many of her customers, this conversation goes farther into how effective email marketing can be when “all of the silos are connected.” Want an invigorating look at best practices? Check out this conversation!