AudiencePoint's Co-founder and Chief Evangelist, Paul Shriner shows us how businesses can improve their email marketing campaigns

Paul Shriner, Chief Evangelist and Co-Founder at AudiencePoint, takes us through the importance of data in making effective email marketing campaigns. In this interview, we are introduced to the different ways metrics from emails sent can benefit communication methods for enterprises. Read on to find out how AudiencePoint is revolutionizing email marketing methods for businesses and helping brands overcome their challenges.

The data that you are sitting on is a goldmine to help email marketers.



MEDIA 7: Could you please tell us a little bit about yourself and your professional career?
PAUL SHRINER:
Absolutely, I started my professional career as a graphic designer which was my degree in college. The problem was that I was only so good at design. I discovered that my real passion was making things and that is what led me to founding AudiencePoint. AudiencePoint was a better mousetrap for email marketing. We could identify the optimal send time for each person and deploy email at that time. Since then we have pivoted from just doing Send Time Optimization to providing real-time analytics to email marketers. It��s very fulfilling to see this company go from an idea to impacting email marketers around the world!


M7: That's very interesting! So, what metrics does AudiencePoint’s product, List Fit provide to email marketers to improve engagement?
PS:
A lot. One of the most impactful metrics is identifying candidates i.e. email addresses for reactivation. This holiday season is going to be challenging, extremely challenging. Between the Covid-19 variant, chip shortages, and Supply Chain issues, 2021 will make 2020 pale in comparison. Revenue will be harder to find than ever before. This is where ListFit shines. The easiest way to grow your revenue is to grow your list. The easiest way to do that is to reactivate lapsed subscribers.

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The year is 2021 and our email marketers have to go on offense if they want to not only survive this holiday season but prosper.



M7: That is a wonderful way to learn more about what your customers want! And how does your product Send Time Optimization help to improve engagement in email marketing?
PS:
It is part of a suite of tools. STO coupled with the analytics of ListFit allows marketers to safely email ensuring the highest level of deliverability possible. By shifting the deployment times, you are maximizing your engagement rates (and thus conversion revenue). Because of the Apple MPP technology many marketers are calling for the end of STO. In reality, MPP unleashed a brand new angle on it. STO is no longer the game for weekend warriors who cobble together a cool algorithm in a SQL statement. Because of the way AudiencePoint collects, depersonalizes, and indexes email response data, we can effectively provide these valuable slices to partners without breaching important privacy regulations.


M7: That can truly help make email marketing campaigns effective! So, how effective do you think data is in email marketing?
PS:
These are some of the questions that email marketers are asking:

  • Where are subscribers falling out of the funnel?
  • Who can I safely add to the top of the funnel?
  • What should I email?
  • What should I be sending?
  • What offer will most resonate?
  • When should I send my email?

Where do we find answers to these questions? In data. Data is the new currency of email marketing. Gone are the days of hiring “ninjas” or “wizards” that could come in and change your program with a couple of keystrokes. Real change comes from better data.

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Data is the new currency of email marketing.



M7: What are some of the biggest challenges of email marketing that you are able to overcome for your clients at AudiencePoint?
PS:
The big one that we are tackling right now is centered around the reactivation of lapsed subscribers. We don’t want to email folks that don’t want to get the email, but if you have permission to email someone and you stop, because you are worried that Google or Microsoft will put you in the naughty corner, then you’re potentially missing out on a huge missed revenue opportunity. The year is 2021 and our email marketers have to go on offense if they want to not only survive this holiday season but prosper.


M7: That's wonderful! Lastly, knowing what you know now, what advice would you give your younger self?
PS:
The data that you are sitting on is a goldmine to help email marketers. Be bullish about making sure that it lands in front of them.

ABOUT AUDIENCEPOINT

AudiencePoint is an email data company that tracks and indexes subscriber activity and engagement levels. Their software products – ListFit and Send Time Optimization – help marketers increase subscriber engagement by leveraging data in smart, innovative ways.

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AudiencePoint

AudiencePoint

AudiencePoint is an email data company that tracks and indexes subscriber activity and engagement levels. Their software products – ListFit and Send Time Optimization – help marketers increase subscriber engagement by leveraging data in smart, innovative ways....

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