{"id":37348,"date":"2021-10-11T10:00:00","date_gmt":"2021-10-11T14:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=37348"},"modified":"2025-11-05T13:28:41","modified_gmt":"2025-11-05T18:28:41","slug":"litmus-live-speaker-april-mullen","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/litmus-live-speaker-april-mullen","title":{"rendered":"Litmus Live 2021 Speaker: Meet April Mullen\u2014With Insights on Email\u2019s Future"},"content":{"rendered":"\n\n\t
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Two more weeks until THE conference for email marketers\u2014Litmus Live<\/a>\u2014is here! This October 26th-27th, you\u2019ll get how-tos, tips, and advice from marketing leaders and email marketing experts like April Mullen.<\/p>\n

\n\n\n\n
\"April<\/td>\n\n

April Mullen<\/strong>
\nDirector of Brand and Content Marketing, SparkPost<\/a>
\nFollow April on LinkedIn<\/a> and Twitter<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

April will be on a Litmus Live panel discussing what lies ahead for email professionals as we emerge from the social and economic disruption of the pandemic and chart a new path toward growth and opportunity for all. Let\u2019s find out more about April\u2026<\/p>\n

What\u2019s your email marketing origin story?<\/h2>\n

Like many people in email, it found me.<\/p>\n

I started my career as a marketing coordinator for an e-commerce team. As part of the role, I supported the company\u2019s presence on comparison shopping engines and helped on affiliate marketing and email campaigns. When the email manager put in her notice, my boss asked if I\u2019d like to be promoted into running email given I had some experience supporting it. The rest, you could say, is history.<\/p>\n

I\u2019ve been working in email in some capacity ever since.<\/p>\n

I then went on to launch and grow an enterprise email and CRM strategy for a large brokerage firm, did a stint on the agency side as an email strategist, and then have spent the last 7 years working in various roles for email and martech companies.<\/p>\n

I\u2019m currently the Brand and Content Marketing Director for SparkPost, and I love getting to manage a team that focuses on PR, email marketing, social media, community management, brand, thought leadership, and content\u2014all focused on email as a subject.<\/p>\n

What do you love about email marketing?<\/h2>\n

I love the power that comes with hitting send. I\u2019ve never seen a campaign go out that didn\u2019t immediately start driving conversions in some way. Email doesn\u2019t always get the attention or love it deserves, but it is almost always the leading channel in any integrated marketing strategy because it works. It is a workhorse that gets the job done.<\/p>\n

What do you find most challenging?<\/h2>\n

With email\u2019s success has come challenges. I\u2019d like to see more companies elevate it to being a channel used to build customer relationships. Too many executives still see email as a channel for pure conversion building and push email professionals to ask for too much from their email audience.<\/p>\n

If more companies looked at their tactics and measurement at a customer level and not channel level, we\u2019d start to be able to email individuals like the people they are, instead of a target in a database that continues to get bombarded with messages.<\/p>\n

I know that\u2019s more of a corporate culture problem\u2014especially in the US\u2014and less something caused by email geeks. Most geeks I know despise what they are asked to do with their audiences and want to get to that dream state.<\/p>\n

Can you give us a sneak peek into your part at Litmus Live?<\/h2>\n

I\u2019ll be a part of the closing panel at Litmus Live. We\u2019ll be talking about the future of email and where we think it will be going next! I am really looking forward to nerding out over my favorite channel with some brilliant people.<\/p>\n\n\n\n
\"Litmus<\/td>\n\n

Don\u2019t miss April\u2019s discussion and more\u2014at Litmus Live<\/strong><\/p>\n

Hear from the best & brightest in the marketing industry, virtually meet other email geeks, and learn strategies & tactics to level up your email program. Join us at Litmus Live via livestream on October 26th-27th, 2021.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

 <\/p>\n

How do you expect email marketing to change in the near future?<\/h2>\n

I\u2019m optimistic that email will finally get the attention and budget it deserves from CMOs.<\/p>\n

Yes, email has challenges with changes like Apple\u2019s Mail Privacy Protection and \u201cHide My Email\u201d, but the tailwinds are behind email with what\u2019s happening in advertising with the deprecation of third-party cookies and app tracking.<\/p>\n

As a result of what\u2019s happening with third-party data, first-party data is going to become a bigger focus.<\/p>\n

Capturing and retaining first-party data like email and being able to execute well in channels like email is going to become more paramount than it has in the past. I\u2019m excited to see what will happen. I think our moment in the spotlight is coming.<\/p>\n

What\u2019s your favorite email pun?<\/h2>\n

I laughed when I saw the \u201cYou Be You and I\u2019ll BIMI\u201d shirt<\/a> in Anne Tomlin\u2019s Email Loot store. It\u2019s exactly the kind of nerdy humor that emanates from this special community. So clever.<\/p>\n \t\t\t<\/div>\n \t\t<\/div>\n \t<\/div>\n <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

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