Email Marketing is a foundational marketing strategy for companies, but it can become such a normalized part that it can seem irrelevant. A Marketing Leader and CMO at Litmus, Melissa Sargeant, delves into the importance of email marketing and how to personalize it for a customer’s journey.   Takeaways: Your email subscriber list are people who have welcomed your brand into their everyday life. Do not get lost in the numbers and remember that you are communicating to individuals. Email marketing is not a transactional action. It should be utilized to nurture and create multiple touch points to build the relationship with the prospective customer. Technology and operating systems are highly complex today. Automated testing is a great way to keep up with the constant updates to make sure your email is on brand. Historically, companies that held the line and continued to invest in marketing and customer experience during economic downturns were more resilient and came out stronger. Let’s get personalization beyond the first name! Understand and send information that the customer cares about. Tailor the messaging to the customers. Career advice: Run towards the dumpster fire! You will learn a ton in that process.   Links: LinkedIn: https://www.linkedin.com/in/melissa-sargeant-a133142/ Twitter: https://twitter.com/mhsargeant Litmus: https://www.litmus.com   Busted Myths: Email marketing is not dead! There are many new, exciting things that are happening in marketing channels that email gets put on the back burner.    Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/kZ-D91_0mgM