Q&A: Kristin Hambelton, VP of marketing at Neolane

Share this content:
Kristin Hambleton, VP of marketing, Neolane
Kristin Hambleton, VP of marketing, Neolane

Kristin Hambelton, VP of marketing at Neolane, a marketing technology company, discusses email spending growth rates and the dangers of over-mailing.

Direct Marketing News (DMN): Email spending is set to increase over the coming years. Why has it become such a vital channel for marketers?

Kristin Hambelton (Neolane): It's increasing but not as much as other channels. If you look at it compared to other channels, projected spend is much slower. Social and mobile spend surpassed email spend in 2011. Email is viewed as inexpensive and organizations are comfortable with it, but you'll see marketers use it in a smarter way in the future.

DMN: Email volume continues to increase. How detrimental will this be to the industry?

Hambelton: Depends on who you're talking to. Part of this is organizational behavior. The email group might support brand managers who say, ‘Send more, send more because when you send more you make more money'. But with better segmentation tools, you realize that's actually not true because if you over-send you miss opportunities for targeting and segmentation. We're going to start to see more sophisticated organizations figure that out.

DMN: Other than over-mailing, what should marketers avoid on email?

Hambelton: I think the biggest one strategically is not making emails relevant and not looking at it as part of the overall customer experience. Don't market to the channel and not to the customers. Customers won't put up with that. That's the biggest sin.

DMN: What customer data points should marketers focus on when planning email campaigns?

Hambelton: It's going to vary by brand, of course. But in terms of what to look for you've got to look at consumers as a whole. Is email the right channel for them? If they don't want to be communicated with via email, why are you emailing them? Keep in mind whether or not they have a frequency preference. Take into account demographics, how much they spend, how often they spend, and what the objectives are of this particular email campaign.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above