Ask the Experts: Most Valued but Underrated Tactic in Email Marketing


For 2021, Webbula launched a video series where we sit down with email industry experts to discuss various topics within the email marketing world. 

Each month, Webbula will introduce a new line up of email experts with a new topic. Thank you to every email expert who participated in this video series to provide advice to other email marketers. 


Keep sending emails to inactive subscribers because they do not hurt your deliverability or bounce. Dela Quist wrote a blog post that mentioned, “even though people don’t open your email, they still see it. It has a billboard-like impression”

HubSpot Video


Tom Blijleven

Marketer, Flowmailer

LinkedIn  twitter



Welcome Series! It's the most engaged with, it generates over 60% open rates and has the highest conversion rate compared to the rest of your email campaigns, yet most brands still don't do it.  

HubSpot Video


Komal Helyer

VP of Marketing, Pure360

LinkedIn   twitter


Read Rate: People don’t use it often because people don’t pay for the technology. You can tell a lot by how long people are really engaging with your content rather than just scanning.

HubSpot Video


Samantha Iodice

Founder + Chief Geek, The Sauce Experience

LinkedIn   twitter



Your subject line is essential. What is the carrot you’re putting out there to get subscribers to open your emails? Is the message personalized to the viewer? Be more creative with newsletters subject lines.

HubSpot Video


Lisa S. Jones

Chief EyeMail Officer, EyeMail Inc.

LinkedIn   twitter



One tactic that needs some elevation is messaging. We have to be able to have the right message, and not just at the right time. Messaging is an art to get subscribers to take action and engage. Think about how you’re speaking, not at them but with them.

HubSpot Video


Andrew Kordek

VP of Customer Engagement, iPost

LinkedIn   twitter



1) Only send when you have something to say. Make that message as personal as possible. 2) Email is a two-way street. Allow people to respond to your messages.

HubSpot Video


Gavin Laugenie

Head of Strategy & Insights, Dotdigital

LinkedIn   twitter


Dynamic email - At the end of the day, omni channel one-to-one experience and being relevant. Subscribers do not want the generic sales pitch.

HubSpot Video


Randy Levy

Chief Revenue Officer, Zembula 



Repeating Emails - Sending the same email, even if it's just swapping out the subject line, is huge for saving time and reinforcing the email's content to your subscribers. 

A really good email open rate is between 20%-30% between 70%-80% never saw the emails, to begin with. Repeat the same email in the next month or few months.

HubSpot Video


Emily McGuire

Founder, Flourish & Grit

LinkedIn   twitter

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Past Question:



March: "How Has Email Changed Since Covid? What Should We Prepare For In 2021? Watch here. 


April: "Now that Apple, Firefox, and Google announced they are phasing out third-party cookies, what does this mean for email?" Watch here. 


May: What is the most valued but underrated tactic in email marketing? Watch here. 


June: Gmail: Promotional Tab vs. Primary Tab: Is one more important? Watch it here. 



July: If you could only use two email metrics which two would you use and why? Watch here. 

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