315 - The New Threat to Email Marketing Automation (with Andy Mowat)

Andy Mowat has created Gated—a company that's about to turn email marketing on its head. Andy's got a plan to reduce the number of emails you receive by having marketers pay a fee to have emails delivered. It's a very cool concept with tons of implications for your business and your inbox—and you're either going to love it or hate it. If you use email to market your business (and who doesn't?), then you need to listen and find out how you can adjust to email as a paid channel.  And don't forget to check out the show notes for more in-depth information and added details not included in the episode. Visit www.staypaidpodcast.com.   Connect | Resources  Website: www.gated.com  Book: Predictable Revenue: Turn Your Business Into a Sales Machine with the $100 Million Best Practices of Salesforce.com  We are a participant in the Amazon Services LLC Associates Program, an affiliate advertising program designed to provide a means for ReminderMedia to earn a small fee by linking to Amazon.com and affiliated sites.     0:00     Introduction  1:18     Why did you start your company?  2:23     What is Gated?  4:06     What have been the results?  5:18     The fundamental problem with the economic model of email.  6:48     Is marketing automation dying, and what's going to replace it?  8:12     Thoughts on list segmentation and personalization.  10:52   But what about the ROI of email marketing?  12:45   What drives consumers to open an email—the content or the relationship?  15:16   How is the quality of your clients' emails affected by your system?  17:02   Any tactic that becomes prevalent becomes obsolete.  18:12   Gated is about selling attention rather than selling time.  21:08   Andy's routines for success  23:31   Action Item