An Email Snob Interview with Shannon Holato

In this next installment of the Email Snob Interview Series, I talk email with Shannon Holato, Channel Sales Executive at Bronto Software.

ScottWritesEverything.com: Shannon, thanks for talking email with me. Let’s start at the beginning. How did you get your start in email marketing?

Shannon Holato: I started working in the industry about two and a half years ago when I moved to North Carolina on a whim. It’s an interesting story really. I got dumped by my boyfriend at the time through Facebook. So I basically picked up shop and left Philly.

On a related note, it was the best break-up of my life. Hands down.

SWE: It’s always interesting to see how people end up where they end up. And I’m glad it was a good break-up in retrospect. Anyway, back to the task at hand. If you could say one thing to someone who wants to get into the email marketing industry, what would it be?

SH: Stretch first. You don’t want to pull a muscle…

Seriously though, know that the bar continues to be raised every single day, so it’s important to stay on top of everything. There are a ton of people out there who have no idea what’s going on in their email program (Bad news bears). Don’t be one of them.

SWE: Excellent advice. What’s your favorite thing about email marketing?

SH: There are two things:

1) People that get it. It’s great to have a conversation with someone who is picking up what you’re putting down.
2) Results… enough said.

SWE: Who is your biggest influence in the email marketing industry?

SH: You’re looking at her… Seriously though, I can’t say I have ONE influence. EVERYONE in the email marketing world has been incredible. As long as you’re eager to learn, there is a place for you. I’m hesitant to start listing folks because I’m a blonde (no offense to anyone) and I know I’ll miss someone.

However, thank you to everyone who has influenced me. You know who you are.

SWE: I know what you mean by it being hard to identify one influence. Moving along… how has your work in the email marketing industry affected your personal use of email?

SH: Honestly, before starting in the ESP world, I was clueless to the email marketing world. I was unaware of the data that was captured through my behaviors on the internet. I’m still amazed at the effects of email marketing.

Nowadays, I’m more careful in what I sign up for when surfing the information tubes known as the world wide web. I also find myself critiquing emails more and more–especially in terms of engagement.

SWE: How do you think the iPad will affect email marketing?

SH: I can’t take the iPad seriously–Probably at least partially because this video has been forever ingrained in my head. I’ve only got a love affair with Apple’s MacBook and iPod. Document this now, but I will NEVER own an iPhone. Blackberry all the way.

SWE: What about mobile technologies?

SH: Like most things in life, only time will tell.

SWE: If there was one thing you could tell either clients or ESPs, what would it be?

SH: Strategy is key. Regardless of how smart you think you are, be open to new ideas.

SWE: I like that a lot. New ideas are always good. Let’s keep that theme. If you could name one book that you feel every email marketer should read, what would it be?

SH: A dear friend of mine, John Caldwell, gave me a copy of “Sign Me Up” when I was recently in California. I’m about halfway through so far, and though it’s a few years old, it’s a great book for those starting out in the email marketing world, or wanting a crash course reminder in best practices.

Typically I prefer blogs overs books, because they’re up-to-date in the ever-changing world of email marketing.

SWE: Funny you mention blogs. How about some blog recommendations?

SH: Top 3:

1) The Email Zoo – Sheds light on the best and worst emails being sent out by companies.
2) The Retail Email Blog – A daily guide to what’s going on in the world of retail email marketing.
3) Toby Bloomberg’s Diva Marketing Blog – It’s a fun, bold, and savvy approach to marketing (not just email).

SWE: Very cool recommendations. Let’s keep the fun going. What is one thing you’ve always wanted to try with email but have not done to this point?

SH: Hmm… I’d like to learn more of the strategy side of email marketing. I’ve learned a lot through the 2+ years that I’ve been consumed in the email marketing world, but I’m a sucker for knowledge.

SWE: All right, last question! If you were stuck in an elevator with the CEO of a company that doesn’t utilize email, what is your “elevator speech” for email marketing?

SH: My first reaction would be, “Dude, seriously?” The ROI of email marketing speaks for itself. If companies aren’t utilizing this kind of a revenue-generating channel, they’re living in the dark ages. Viva la email!

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About Shannon Holato

Shannon Holato is an email marketer, social media enthusiast, Villanova alum, Redskins fan, and Blackberry Aficionado.

Tagged as: email snob interview