{Expert Interview} - Why Email is Crucially Important to Your Growth Strategy

Andrew Halliday
Today I sit down with Andrew Halliday, founder of Indago Media, a marketing agency based in Doncaster. Andrew will be hosting the email marketing sessions at Huddles Bristol. 

Hi Andrew, Thanks for taking time out to speak with me. Tell us more about you?

I have learnt a great deal about the digital marketing industry over the last eight to ten years and over the last 18 months or so have started giving back.
Firstly, by speaking at conferences. But now, on a more personal level, one-to-one interactions whereby instead of giving generic tips and advice on stage, I can tailor my response to help with specific issues.

Good stuff! And what can attendees look forward to in your session?

Learning about ways to really improve how email performs in your company.
I have been fortunate enough to work at some very large companies with very large email databases and learnt what works and doesn’t work at scale.
I will pass these findings on to Huddles attendees. I've also learnt what not to do and will share some of the mistakes I have made along the way.
It hasn’t all been positive but from the negatives I now know what works and want to share this at the event.

That sounds great, Andrew. How can email marketing help businesses achieve growth?

Email is one of the undervalued marketing channels, when it first became popular towards the late 1990s early 2000s companies spent a lot of effort on making sure emails worked.
But then with everyone's inbox getting more and more cluttered, CMOs and marketers became less focused on email as it wasn’t delivering the same results.
The email channel can deliver amazing benefits to your business and help you grow quickly - but you have to put in the work.
Its not longer quick lets build and email and send to the entire database. There needs to be a campaign and a plan behind every email sent. 

Wise words indeed, thank you, Andrew. I'm looking forward to your session and I know our attendees are too!

If you'd like to come and learn from Andrew and the other expert hosts at Huddles Bristol, limited places are available at the time of writing.