Email Automation: Creating a Roadmap to Success
John Janetos 

WM: Tell us about ipost and the type of clients to whom you provide services.

Janetos: iPost provides connected digital marketing (email/social/mobile/web) solutions to both B2C and B2B companies in the publishing, retail/ecommerce, hospitality, financial services, and other industries.

WM: What value does email automation provide marketers?

Janetos: Automation frees the marketer to focus on creative campaigns and messages rather than the mechanics and tactics of executing email marketing. Automating the  cross promotion of your email marketing messages in social and mobile channels extends your message's reach and lets your subscribers share your messages in personally meaningful, relevant ways.

WM: Is there one particular automation technique you would recommend?

Janetos: iPost always recommends sending a real-time acknowledgment message to any new subscriber to welcome him aboard r, to reinforce the brand, and to set his expectations about the frequency of the client's outreach to him. We are also strong proponents of  "anniversary" emails (birthday, wedding anniversary, subscription date, purchase[s]), that are personalized for each subscriber.

WM: What is your best advice for achieving success with email in general?

Janetos: Always, always, always get permission and respect your customers' wishes. Ask them 1) how often they want to hear from you,  2) what they want to hear about, and 3) where and how they want to hear from you (email, mobile, social). Be relevant and engaging. Never forget that delivering a message to their inbox or mobile phone is a privilege.