E-mail Delivers
Speak to e-mail marketers for any length of time about their craft, and sooner or later the topic of deliverability will come up.
This year’s e-mail roundtable was no exception as four top e-mailers outlined what they see as having the biggest impact on the industry in the last year and going into 2008.
The consensus: There’s no easy answer when it comes to reaching the inbox.
Participants also had interesting things to say about changes they’d like to see in their clients’ behavior.
Logistics forced Direct to conduct this roundtable virtually through separate interviews with Bill Nussey, CEO of e-mail service provider Silverpop; Luis Rivera, CEO of ESP Lyris Inc. (formerly J.L. Halsey); Scott Olrich, CMO at e-mail marketing technology firm Responsys; and Tricia Robinson-Pridemore, vice president, market and product strategy for e-mail insourcing technology company StrongMail Systems.
DIRECT: What’s had the most profound impact on the e-mail marketing industry in the past year?
NUSSEY: People are actually starting to do multichannel integration. That was originally conceived of as
