He will share his challenges during the pandemic, how he built his team, and the critical components of a successful email marketing campaign.
Aquibur will also discuss how his company uses AI in marketing and stays up-to-date with the latest trends in email marketing and AI.
Let’s dive in!
- 1 Can you tell us about your journey into the marketing industry?
- 2 What are some of the biggest challenges you have faced in B2B growth?
- 3 What are some of the critical components of a successful email marketing campaign?
- 4 How do you use AI in your marketing campaigns?
- 5 How do you stay current with the latest trends in email marketing and AI in marketing?
- 6 Can you share some successful marketing campaigns you have executed in the past?
- 7 How do you measure the success of your marketing campaigns?
- 8 What are some common mistakes you see businesses make regarding email marketing?
- 9 Can you talk about the tools and software you use to help with your job and career in marketing?
- 10 What advice do you have for someone just starting their marketing career?
I always wanted to build my own company ever since my college years. So I headed the marketing of various startups for a few years.
Later I provided consulting services to some early-stage startups – so I could learn how startups work. After that, I planned to work for five years and save enough money to start my venture.
While leading marketing at a prominent fintech in India. I realized that email is closely tied to all other growth metrics, so cracking email becomes vital for businesses.
When Google announced the AMP Email for the Gmail app, I knew there was much potential in AMP emails for marketers like me who want to improve email conversions.
With AMP emails, one could add interactive elements like forms, accordions, dynamic data, API, etc., inside emails. Users can take action inside the email without any redirects leading to higher conversions.
But coding AMP emails is technically challenging and strenuous for email marketers. Thus started Mailmodo, a no-code platform for marketers to create actionable and interactive emails.
We started building Mailmodo during the pandemic in the middle of the lockdown.
Market conditions were uncertain and gloomy, and no one knew what would happen. Additionally, we faced many rejections while raising funds because the market was saturated with numerous email marketing service providers.
But we knew we had a unique product that could disrupt email marketing and decided to proceed. Building a company, under those circumstances, taught us a lot of frugality, and we used all available resources in the best possible way.
Also, finding the right people to build a team at an early stage isn’t easy. The risks are high, and the money for hiring is low. It was one of the challenges we faced initially. That cemented my belief about the importance of good relationships in the professional world.
A lot goes into formulating a successful email campaign. This includes, but is not limited to:
1/ A strategic goal
Define the goal of your campaign before anything. It will help you frame the message, decide on success metrics and develop a suitable CTA.
2/ A single CTA
The next step you want the users to take should be clear, and for that, avoid using more than one CTA.
Your email should read like it’s written to one person. Use information like first name, company name, or recent user behavior to make your emails individualized.
4/ Smooth user experience:
Make your emails accessible and mobile-responsive, and avoid unnecessary redirects. AMP emails can help you reduce friction in customer journeys as people can take action without leaving the email.
We’ve been using AI primarily for content generation. This includes content for our blogs, social posts, landing pages, and email copies.
Creating from scratch is often intimidating. AI-generated content provides a great starting point for marketers to review and optimize. It has sped up our content creation and is helping generate results sooner.
Besides updates and news announcements on the internet, I also like to follow some influencers and their content.
One of the earliest email campaigns we had run for a Fintech company saw 2.5 times higher responses than before.
It was an email campaign with an interactive NPS survey to help understand customer problems.
Previously, emails would have a link to redirect users to a landing page before they could complete the form. With interactive AMP emails, users could quickly give feedback inside the email itself, leading to a multifold increase in responses.
When measuring the success of marketing campaigns, I prefer to track essential metrics like conversion rates and ROI. This way, you can understand the campaign’s impact on achieving critical business goals.
Other metrics like higher click rates or reducing bounces can be worth checking, but they are hardly the ultimate goal.
Some common mistakes I keep seeing email marketing teams make are:
- No domain warm-up: Before you start off sending bulk emails from a new domain, you need to warm up your domain by sending small batches of emails to create a good domain reputation
- Too many links and CTAs: One email should have one objective. Even if you include more than one link, you should have only one primary CTA.
- Not authenticating your sender domain or IP address: Email authentication has different processes to confirm a genuine person is sending the email. These are necessary for your emails not to be marked as spam.
We use many marketing and analytics tools.
Besides those, Mailmodo is a remote-first company, so there are plenty of tools to keep everyone in sync as well:
Communication: Slack, Hangouts
Video conferencing: Google Meet
Project management and collaboration: Asana, G Suite, Figma, Whimsical, Airtable
UI Design: Figma
Web analytics: Google Analytics, Search Console, Intercom
Social Media: Vista Social
Instead of chasing the trends, keep in touch with your customers and focus on creating a clear message that conveys how your product solves a real problem for your target market.
Build a spirit of learning and problem-solving. Channels and methods are evolving every day, and you need to adapt.
Finally, for someone who’s starting, value good relationships. Create a network for the sake of it, even if you don’t need it then.
Then, you’ll constantly learn from other marketers, and if the need for support arises, you’ll have people you can turn to.