That InboxArmy Podcast

Digital messaging expert Tanya Plaza shares in this episode of That InboxArmy Podcast that email continues to be a vital channel in the marketing mix. The episode explores the evolving landscape of email marketing, deliverability, and AI's role in email and marketing as a whole in 2026. Tanya shares invaluable insights on key topics such as:The importance of email deliverability and how it interfaces with engagement and other channelsWhy email remains a core channel in 2026, and how to integrate it with new messaging channelsThe significance of benchmarking against yourself rather than industry standards for meaningful growthDefining engagement beyond opens and clicks—focusing on KPI alignment and customer interactionThe legal vs. ethical considerations in email marketing and the importance of reputation managementPractical strategies for leveraging AI in marketing: time-saving tools versus overrelianceThe economic impact and future costs of AI technology, including implications for marketersHandling unsubscribes with ease and viewing them as opportunities rather than failuresThe importance of meeting consumers where they are across multiple digital touchpointsTimestamps:02:45 - The evolution of deliverability and the postmaster role03:45 - Where does email sit in marketing in 2026?06:22 - The relevance of email alongside new channels and trends07:48 - Discarding myths: Why email is still vital09:08 - Challenges and misconceptions about email performance and ROI11:14 - Lessons from consumer experience: the importance of respect in unsubscribes16:11 - Building reputation: the impact of legal compliance on deliverability18:34 - Measuring yourself against your own data, not industry benchmarks29:53 - Practical uses of AI: efficiency tools, data analysis, and avoiding pitfalls33:23 - The importance of human oversight in AI-driven marketing36:26 - The democratization and rising costs of AI technology41:02 - Imagining AI as a collaborative partner in human-led endeavors42:34 - The influence of AI on jobs and the importance of expertise44:17 - Engaging with unusual interview questions—insights into organizational culture

Email is hard. It's even harder when you have a necessary email platform migration sprung on you, like the case of Yotpo's email and SMS customers. Join Scott Cohen, Garin Hobbs, and LB Blair as they discuss the key factors to consider when choosing a new ESP, the mistakes to avoid in the process, and more.InboxArmy is also offering special reduced pricing for Yotpo customers who need to migrate. You can learn about our ESP migration services here: https://www.inboxarmy.com/yotpo.Chapters00:00 Introduction and Context of Yatpo's Sunset03:09 Key Factors in ESP Migration05:54 Challenges of Migration and Warmup Strategies08:57 Timing and Urgency in Migration Decisions11:55 Navigating Platform Choices and Deliverability Risks15:07 Evaluating New Platforms and Avoiding Common Mistakes18:00 Involving Practitioners in Platform Selection23:01 Crafting Effective Plans for Tech Integration24:05 Identifying Key Needs in Data Management27:05 The Role of AI in Modern Tech Stacks30:02 Human Elements in Decision Making36:11 Navigating Migration Challenges39:00 Practical Advice for Successful Migration

In this episode, Scott Cohen and Garin Hobbs welcome Chris Behrens, CEO of BearMail, to discuss how brands and marketers can get beyond "garbage in - garbage out" data to power their email marketing programs. The conversation dives into focusing on fundamental attributes in data collection while exploring the importance of understanding both data quality and consumer motivations. And of course, a natural discussion around AI and how important it is to have the right data to power it.03:07 - Chris Behrens' Journey into Email Marketing06:13 - Understanding Data: Goals and Consumer Motivations09:05 - Key Data Points for Effective Email Marketing11:56 - The Importance of Timing and Context in Marketing15:13 - Creating Emotional Connections through Personalization17:56 - The Power of Zero Party Data21:03 - Overcoming Data Collection Hesitations24:01 - The Challenge of Aligning Preferences with Behavior26:59 - Framing Questions for Better Insights28:45 - The Anxiety of Sending Emails29:45 - Data Overload: Finding Actionable Insights30:43 - The Evolution of Content Creation32:39 - Mindset vs. Technology in Marketing35:14 - Human Touch in AI-Driven Marketing40:08 - Data Quality: The Foundation of AI45:12 - Navigating Data Utilization in Marketing48:28 - Brands Excelling in Email Marketing

In this episode, Scott Cohen and Garin Hobbs welcome George Pettigrew, InboxArmy's Creative Director, to discuss the challenges and demands of great email design. The conversation covers the importance of a strong understanding of design fundamentals, the importance of the user experience in creating effective email communications, and how design systems can address these needs. Come for the learnings on how to be creative within a design system and leave with an understanding of why you shouldn't use image-only emails, how to avoid the common mistakes of email design, and more.03:21 - Understanding Email Design Systems06:16 - Creativity Within Design Systems09:41 - The Importance of Accessibility in Email Design17:01 - The Case Against Image-Only Emails20:35 - Designing for Dark Mode24:20 - Common Mistakes in Email Design28:52 - Brands Excelling in Email Design30:46 - Balancing Creativity and Best Practices35:33 - B2B vs B2C Email Design Strategies

In this on-location episode from MediaPost's Email Insider Summit, InboxArmy's Scott Cohen and Garin Hobbs are joined by Ryan Phelan, CEO at RPE Origin, and Chris Marriott, CEO at Email Connect, to discuss the challenges of navigating the decision process around choosing and fully utilizing an email service provider. The conversation dives into great detail around the common mistakes and pitfalls marketers make when making these kinds of decisions as well as what's necessary to make these complicated decisions.Come for the banter around the limitations of AI, stay for the 2025 predictions made by email marketing experts with more than 100 combined years of experience.00:00 - Introduction to Email Platform Utilization06:47 - Understanding Email Service Provider Utilization Rates16:54 - Navigating ESP Changes and Decision Points25:03 - Common Mistakes in ESP Migration35:56 - The Shift in Power Dynamics with New Platforms41:40 - Underinvestment in Email Marketing49:41 - The Role of AI in Marketing58:19 - Predictions for 2025: The Future of Marketing Channels

In this episode of That InboxArmy Podcast, Scott Cohen and Garin Hobbs welcome back LB Blair, Chief Strategy Officer of Email Industries, to catch up on the latest updates and trends in email deliverability. The conversation focuses on numerous topics, including email authentication requirements, content filtering, the importance of email hygiene, and even branch out into the evolving landscape of email security, the implications of cybersecurity threats, and the risks associated with cold emailing. You'll learn about the need for businesses to build a sustainable brand identity and engage in ethical email practices to ensure deliverability and security.02:47 - Changes in Email Authentication and Filtering05:59 - Content Filtering and Image Usage09:11 - Spam Traps and Email Hygiene11:57 - The Shift in Email Best Practices14:53 - Cybersecurity and Email Links18:12 - Understanding Spam Traps20:57 - The Importance of Email Compliance27:12 - Understanding Email Security and Cyber Threats38:15 - The Risks of Cold Emailing52:01 - The Future of Email Marketing and Security

In this episode of That InboxArmy Podcast, Scott Cohen and Garin Hobbs welcome marketing psychology expert Sarah Levinger to explore the intersection of psychology and marketing. The fascinating conversation covered the importance of understanding human behavior, the emotional drivers behind purchasing decisions, and how generational influences shape behavior and marketing strategies. Come for the strategies and leave with some valuable book recommendations for marketers looking to deeper their understanding of consumer psychology.01:20 - Sarah's Journey to Marketing04:54 - Why Psychology is Important in Marketing09:16 - The Critical Drivers of Consumer Behavior15:36 - How History and World Events Drive Consumer Behavior19:05 - Conscious vs. Subconscious Decision Making25:12 - How Emotion Breaks Through Commodity29:12 - What to Avoid When Using Emotions in Marketing35:25 - Customer Loyalty and Brand Obsession41:47 - Who is Doing Emotion in Marketing Right?47:25 - Book Recommendations for Marketing Psychology

Hank Hoffmeier, Senior Manager of Marketing Operations at Kickbox, joins the podcast to discuss the integral role of email in the broader marketing ecosystem. The conversation touches on the interplay between email, social media, and SMS, the impact of AI on marketing strategies, and the future of email marketing innovations.01:36 - Hank's TLDR personal history07:22 - How email marketing and social media play well together18:16 - Where SMS fits into the marketing channel hierarchy22:42 - What has more conversions? Push or SMS?28:51 - The impact of AI on email marketing46:11 - How email marketers make themselves indispensable

If you've been looking at different ways to test your email campaigns, you've come to the right podcast. In this episode, InboxArmy's Scott Cohen and Garin Hobbs welcome best-selling author Kath Pay, founder of Holistic Email Marketing, to talk all things email testing. We dive into how to effectively use the scientific method as the basis for email testing, why achieving statistical significance is important, and the common mistake marketers make when testing.We go deeper on the challenges of testing during the holiday season, how to test for engagement and conversion performance, and how testing emotional and motivational drivers can lead to more effective email campaigns.03:51 - The Scientific Method and A/B testing06:45 - The importance of statistical significance15:05 - Testing motivations18:21 - High impact areas to test besides revenue25:02 - Testing that's actually meaningful35:14 - The challenges of testing during the holiday season46:50 - Leveraging frequency, segmentation, and motivations in holiday testing

In this episode, Dr. Matthew Dunn of Social Signal AI and Campaign Genius join InboxArmy's Scott Cohen and Garin Hobbs to discuss the evolution of AI in email marketing, the challenges and opportunities it presents, and how data powers AI and personalization.02:05 - The evolution of AI in email marketing06:04 - The role of data in powering AI11:29 - The importance of context and emotional drivers19:16 - The risks of AI in terms of privacy and false information26:11 - The risks and benefits of AI in personalization and email marketing29:42 - Defining personalization: Relevance vs. Creepiness36:05 - The importance of considering user intentions in AI39:51 - Privacy concerns in the age of AI and personalization