Executive Highlight

Scott Cohen

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Chief Executive Officer, InboxArmy
Business Founded: 2008
Phone: (800) 276-9253
Email: [email protected]
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How long have you been in your industry?20 years
Why did you choose your industry?In many ways, it chose me. I've always had a mind for content and copy and felt that advertising was close to my heart. I fell into email marketing during my copywriting days and fell in love with the combination of art and science that is the channel. Been doing email ever since.
Who are your typical clients?50/50 B2B and consumer clients, ranging from mature startups to low-level enterprise. Work with clients across more than 25 industries and more than 40 different technology platforms.
What do you like best about being in this industry?The people, hands down. The email industry is filled with some of the nicest, warmest, smartest people you'll ever meet.
What are common problems you see?For email marketing in particular, not recognizing that email is a marathon, not a sprint. Too many people want to take shortcuts, purchase email lists, mail to people that haven't opted in. It's not best practice and can diminish the value of your opted-in lists and crash your deliverability. Email is about incremental builds and improvements over time, leveraging data, and being smart marketers.
How do you market yourself to grow/expand your business?We're heavy into content marketing, partnerships, and relationship building. Also, conferences, podcasts, and speaking opportunities.

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