Author Archive: Jonathan Gesinger
Calling all business developers in Austin!
Emma's hiring in our satellite city
Emma’s hiring a Business Development Specialist to join our office in Austin, TX, and that means we’re looking for someone who will be deeply involved in the local community of businesses, nonprofits and agencies in Austin, and who is ready to help bring Emma to Dallas and Houston, too.
So what does a Business Development Specialist do, you ask? I think it’s best described as part marketing, part networking and part selling key accounts. You’ll also spend time building solid relationships with some existing local accounts. However you describe it, it means this person has his or her finger on the pulse of what’s happening in each of those business communities.
Come work with us. We'll photo-bomb all of your best holiday pictures.
Sweet gig, right? A day in the life of an Emma Business Developer is fast-paced, and it’s challenging, rewarding and engaging. Since Emma brings a stylish, branded solution to customers who understand and value that approach to email marketing, the position lends itself to working with some of the coolest companies around the country.
While based in Austin and focused on our own community, you’ll begin efforts to introduce Emma to Houston and Dallas, and will spend time on the road in each of those markets monthly. You’ll be on a team with other business developers around the country in cities like Nashville, Portland, New York and Chicago.
You’ll need to bring experience from past sales, marketing or business development roles — but it’s a learn-as-you-go environment, where you’ll be part of Emma’s entrepreneurial culture. You’ll be able to test the waters on marketing and business development programs and ideas that you dream up. You’ll be measured on success both as an individual and as part of a team.
Ready? For more details on the Austin Business Development Specialist role, and to apply, click here.
Building company community across time zones
How Emma staffers stay connected while working remotely
Emma's Jonathan Gesinger works from co-working space, Perch, in Austin.
At Emma, we’re big on community among our staffers. Our main office in Nashville includes ongoing events around the house like the standard Friday Beer:30 (kegerator included) and weekly Wednesday catered lunch. We also participate in unique activities throughout the year like Juneteenth, Jack and Back and Ellie’s Run for Africa. Activities like this improve our working relationships and get us more motivated to conquer the world of email (in a friendly, stylish way, of course).
Our Nashville office is about 100 folks strong — and growing — while our Portland office has over 10 people. In Denver, we have two folks, plus two more in New York City. And in Austin, I’m an office of one.
So, how do you participate in community when you’re in an office of one or two?
How we stay connected
Those of us in remote offices fly in for some of the bigger events in Nashville, like Emma’s holiday party and talent night, but it’s also up to us to navigate what community means for Emma in Denver, New York and Austin.
On a daily basis, we have an ongoing flow of IMs and phone and video conferences that allow us to keep up-to-date with Emma projects and teams but also enable us to say hello and ask if Cars 2 was as good as Cars (it isn’t), and if the green chili queso fries at Alamo Drafthouse are as amazing as they sound (they are).
On collaborative projects, we stay on task with online tools like Jive, Basecamp and Dropbox; they provide an archive of tasks and conversations and also allow us to interact on projects across multiple departments.
We’re an email company, so as you can imagine, email is in heavy use but it’s also done smartly by using group aliases so we can connect with particular groups of staffers, in addition to individuals. We even have a few unique, not-quite-work aliases for the latest viral video or the epic “Phil Collins vs. Peter Gabriel: Which former Genesis member had the better career?” debate.
Not just working, co-working
We’ve joined the co-working trend this past year, too, coming in to a communal workspace every day with other local freelancers and entrepreneurs. The chance to plug into our community is better than working alone from home or in a single office. Plus, it gives us a chance to learn about similar business challenges and share our experiences with fellow “coworkers” who just happen to work for other businesses.
As a business developer, I find co-working spaces particularly motivating because I have an opportunity to share local resources, make connections and learn about the marketplace we’re all working in together.
By the way, if you happen to be reading this in Denver, New York or Austin, please stop by and say hi. We’d enjoy an afternoon chat or AM coffee at Green Spaces, New Work City or Perch.
You’re part of our community, too. What can we learn from you?
How about you? If you’re a remote employee, how do you collaborate? Does your company have a unique way of developing corporate community? We’d love to hear your experiences. Please leave a comment below or drop us a line on Twitter.
Heading to SXSW? Try our insider tips for Austin’s best
Emma’s Austin outpost is here to help you keep it weird while you’re in town. The answer? Head to South Lamar.
Maria
The blogosphere is chock full of great tips for enjoying Austin during SXSW. Most of them cover the quintessential items such as where to find the best BBQ, breakfast taco and Mexican martini around town. But sadly, one of the coolest drags in Austin is often left out of the mix. Just a few blocks west of South Congress Avenue and south of downtown, South Lamar is home to a mix of historic spots (like Broken Spoke, Kerbey Lane and Saxon Pub), mingled in with an infusion of newer shops, restaurants and bars (like the best sushi spot in town, Uchi, and a Bon Appetit 2009 Top 10 New Restaurant of the Year winner, Olivia).
Since Emma’s Austin satellite office is squarely planted in the heart of South Lamar Boulevard, we decided to make our own list of suggestions built around one of the quirkiest boulevards keepin’ it weird in town.
In a city known for its food trucks, you can find one of the better cups of joe not from a trailer but a full-sized, repurposed, 20-foot shipping container called La Boite. Pair your coffee with a freshly made almond croissant or macaroon, and your visit to South Austin just got off to a five-star start. Breakfast time brings breakfast tacos all over Austin. Hit one of S. Lamar’s local shops Casita Taco. Or for a true South Austin experience, drop by Maria’s Taco Express — as much for the South Austin vibe as the guisada, el pastor or breakfast tacos served all day.
Gourdoughs, of course.
South Lamar covers a wide variety of boutique shopping options, too, so if you’re ready to grab a break from SXSW sessions and blogging, enjoy a stop into So La, right next door to Emma Austin. Or try one of the street’s more unique stores like Marigold – Gateway to India. If you enjoy two-wheeled transportation, Jack and Adam’s and Bicycle Sport Shop both boast friendly, knowledgeable staffs and some cool gear. If you’ve got bicycle in tow, they’d also be happy to recommend a ride or two in town. (Meet you on Loop 360, early Saturday morning?)
If you’ve had your fill of brisket and tacos by evening, you can hide out on the patio at Red’s Porch, which boasts a great view of the greenbelt, a solid lineup of local brews on tap and bacon gravy. (Let me say that again: Bacon. Gravy.)
Of course, what would a lineup of must-visit spots in Austin be without mentioning at least one or two food trailers? Odd Duck Farm to Trailer features a farm-to-trailer menu that changes frequently. Take note, this popular spot is only open for dinner. And a trip to South Lamar without at least sniffing Gourdough’s would be a crime. To call this place a donut trailer is an understatement, as many a fan will testify. Just know that after a Flying Pig, you may skip a meal or two the next day.
Cap off your trip with a cold beverage and a round of karaoke, a coaster step or 10 frames at The Highball (opened by the owner’s of Alamo Drafthouse in 2010) — or one of Austin’s best outdoor patios at Paggi House, which is just a block off South Lamar at Lee Barton Drive.
The Emma Austin office will be dark during SXSWi but if you’re in the area, give us a shout on Twitter at @J_Gesinger, @gpgarner and @studio865. We’ll go halves with you at Gourdoughs.
Calling all biz dev pros in Portland: Emma’s hiring!
We love our Portland office -- the balcony offers an especially great view of the city.
We’re looking for someone in Portland to be the face of Emma to the local business community. (Spectacles and flip hairdo not required.)
Emma’s hiring a Business Development Specialist to join our office in Portland, OR, and that means we’re looking for someone who’s deeply involved in the local community of businesses, non-profits and agencies.
So what does a Business Development Specialist do, you ask? I think it’s best described as part marketing, part networking and part selling key accounts. You’ll also spend time building solid relationships with some existing local accounts. However you describe it, it means this person has his or her finger on the pulse of what’s happening in Portland.
In my similar role in Austin, I interact every day with great local brands like Sweet Leaf Tea, Alamo Drafthouse, GSD&M, Proof Advertising, Parkside Grill, Caritas Austin and dozens more. I also develop partnerships with associations such as Greenlights, the Greater Austin Chamber of Commerce and Ad Fed Austin. And I work with our marketing team to develop marketing and advertising partnerships with folks like KUT (Austin’s NPR affiliate), Austin Monthly Magazine, the Chronicle and SXSWinteractive.
I know. What a sweet gig, right? A day in the life of an Emma Business Developer is action-packed, and I’d say that my job is challenging, rewarding and engaging. Since Emma brings a stylish, branded solution to customers who understand and value that approach to email marketing, the position lends itself to working with some of the coolest companies around the country.
While based in Portland and focused on your own community, you’ll work on a team with other business developers around the country in cities like Nashville, Austin, New York and Denver. You’ll need to bring experience from past sales, marketing and business development roles — but it’s a learn-as-you-go environment, where you’ll be part of Emma’s entrepreneurial culture.
You’ll be able to test the waters on marketing and business development programs and ideas that you dream up. You’ll be measured on success both as an individual and as part of a team. You’ll be who we go to when we have questions like, “What do we do in the Northwest to drum up the hottest five new creative agencies and turn them into Emma customers?” or “What 10 upcoming small businesses are going to be rock-star brands in three years and how do we bring them onto our team of customers?” or “It’s Wednesday — what’s Portland Pedal Power bringing for lunch today?”
Come help us build a growing list of local brands, which already includes customers like Mabel and Zora, Ponzi, Portland Roasting, YWCA & YMCA of Greater Portland, Beast, Aha Marketing, Disjecta and Office PDX. (Of course, this list will soon include all of your favorite brands, too.)
Ready? For more details on the open Portland Business Development Specialist opportunity, and to apply, click here.
Email Through the Funnel
This Austin dress shop sends emails to segmented lists, including timely messages and birthday triggers.
How to stay nimble and use email as an effective part of your marketing funnel (or any other oddly shaped object).
I’ve been fortunate to attend a handful of fantastic conferences over the past six months, including SXSWi 2010, Marketing Sherpa’s Email Summit 2009, Innotech and various smaller ones. The topic that keeps popping up in workshops involves what lots of folks like to call “the marketing funnel.”
The traditional marketing funnel — which involves introducing individuals to your brand and converting them to customers — has changed significantly with social media, email, geo-social, viral and other ingenious ways to nurture customers. We’re being told to flip the funnel, invert it, bend it or cut it, among other things, depending on which blogs you read or which workshops you attend. Poor funnel.
Most marketers agree that the old-school version of investing a large portion of your marketing budget in general, mass advertising is outdated. Too many messages. Too many options. Too many channels. So, what do we do as email marketers? We focus on retaining current customers through email, keeping them thrilled with our products and services and loyal to our brands … and then they send us testimonials and referrals.
Here’s how:
Know your audience
Do you know whether you’re delivering what your audience wants? When’s the last time you asked them? Use an email to send your customers an online survey and ask them for feedback. If you haven’t yet, get to know your ESP’s survey tool. Go on … it’s fun to give people exactly what they want after you find out what it is. Isn’t it always enjoyable to watch a person’s face light up when you give them a particular birthday gift they’ve asked for instead of something generic? Same idea with giving your customers exactly what they enjoy about your business.
Segment your audience
Avoid the dreaded “email blast” at all costs. You know what your audience wants, so make the extra effort of segmenting your customers. Create different types of audience groups from your overall list and deliver specific content that matches what you know about them.
PetRelocation.com makes great use of surveys and targeted messages in their email marketing funnel.
Reward your audience
Here’s a common thread to many current perspectives on the marketing funnel: Turn your customers into your 12th man (or woman). Loyal customers can be as strong of a sales force as your sales department if you keep them enthusiastic. Surprise them. That doesn’t always have to mean a free offer or a discount — you can also give them useful content and sneak previews.
Communicate with your audience
Use a mix of informative emails, offers and rewards and commit to sending those emails regularly and at the right times when you’ve scheduled them on your calendar. Your email marketing calendar (you have one, right?) should include a survey check-in at least annually.
Share with your audience
Consider using tools that let your audience share your emails across their social networks. You can also use links to your Facebook fan page, Twitter page or blog so your customers can connect with you in all your communication hubs. Don’t believe the naysayers trying to, ahem, twabotage email by saying Twitter and other forms of social media are enemies of email marketing. Make those other channels into friends with your email campaigns, so your customers can share your brand with their friends, family and fans. (By the way, Emma’s new social sharing feature is free with your account.)
Email is uniquely adaptable to this changing marketing funnel, and it just takes a few basic techniques likes these to be sure your business is always growing in lots of new ways. So see, there’s no need to get so rough with the funnel … just make friends with it.
Jonathan, along with Taylor Schena, will be leading a session about email marketing and design at this year’s HOW conference in Denver on Tuesday, June 8, from 10:45 AM – 12 PM, so please stop by and say hello if you’re in the area.
Emma is a member of the Email Sender & Provider Coalition and the Messaging Anti-Abuse Working Group.
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