Performance Marketing Industry Report: Email’s Continued Viability

by Lisa Picarille on February 7, 2013

Welcome to the Performance Marketing Association Industry Report, a podcast dedicated to the most pressing issues impacting advertisers, publishers, networks and agencies.

Crosby Haffner joined host Lisa Picarille.

Crosby is the CEO of Tactara, an email service company that started in 2005. Prior to Tactara he was a turn-around CEO for small public companies. Most recently, he served as President and Chairman of the Executive Committee of the Board of Directors for Trestle Corporation, an early pioneer of digital pathology. And before his turnaround work, Crosby co-founded and led Zyan Communications, a national provider of business DSL services. He has been a senior executive for technology companies in dynamic growth environments for over fifteen years, and has served as an advisor to multiple organizations in the telecom, digital pathology, and small business services sectors.

Crosby is also the chair of the PMA’s Email Council.

We talked about the mission of the PMA Email Council; increasing awareness of email; the importance of email as a viable channel; and understanding how digital agencies pitch email to their clients and allocate budgets to email.

There was also focus on the makeup of the council; how the group plans to educate other sectors of the market place about email; why it is so important to address these email issues; why email is not dead but rather a cornerstone of effective marketing; how new technologies (such as mobile) will present new opportunities for email marketers, and more.

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Listen to previous episodes of the Performance Marketing Industry Report.

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