Email Promotions

Becoming the CMO

Transitioning from Email Marketer to Chief Marketing Officer

By Bob Frady

Bob FradyEmail marketing programs – and the people who run them – are often among the single most profitable programs (and people) in an organization. The efforts they make to increase the stickiness of client relationships can add millions of dollars of marginal revenue to an organization.

Yet, when I find out that a new CMO or SVP of marketing has been added to a company, there is usually one glaring connection between nearly all of them…

They’re not email marketers.

Why is it that so many great, profitable people who develop outstanding customer onboarding, activation and retention campaigns do not often ascend to the top spot in a marketing organization? How can such profit-driving folks get overlooked when it comes time to drive the overall marketing efforts of an organization?

For me, the answer comes down to one simple fact…email marketers have an enormous amount of trouble acquiring new customers.

Friday Pitch Winner

AudiencePoint ap.esp.json

This is our day to bite, although a technical offering: NAME: ap.esp.json The IP Range that a sending IP Address matches outlines the path that the email content has travelled. Simply put, if you have the IP Range of a sending IP Address, you know the ESP. AudiencePoint is open sourcing a powerful JavaScript library that allows you to identify the Email Sender based on the inputted IP Address. The JavaScript file is available through GitHub. By using GitHub as the delivery mechanism for this file, the client-side database becomes crowd-sourced so it remains current as the community contributes. JSON (JavaScript Object Notation) is the correct format for this file, because it is agnostic to the platforms that consumes it. The JSON file will work just as well in the browser as it does in Java, C#, or Ruby.

The JavaScript file currently has an approximate 80% match rate to the sending IP Ranges and will grow as crowd sourced IP Ranges and supportive images are added. The source file, and the instructions to add additional ranges to the Javascript file are stored in the file of the GitHub repository that can be accessed here.

Welcome to Only Influencers: The World's Leading Community for Email Marketing Professionals


Only Influencers is a "Curated Community" for Email Marketing Professionals: each member of each community is vetted and invited to join based on their background and qualifications. The community is a broad mix of brand marketers, freelancers, entrepreneurs, vendors, publishers and thought leaders. If you have a question that you need expert advice on and a quick answer, Only Influencers is your place. To Register and become a member of Only Influencers, please click on the Register to Join Button at the top of the screen. Only Influencers is curated by industry veteran, Bill McCloskey.  

Members have found Only Influencers it to be a safe, trusted environment for email marketers to discuss sensitive issues. They openly share and exchange information with their peers, confidentially and privately.

Membership is $20 a month or $200 a year.

About Bill McCloskey: Bill McCloskey has been affectionately called The Godfather of Email* and since 2003 has been instrumental in driving awareness of the email marketing industry. He founded and launched eDataSource, Inc, the first email intelligence company and was the first person to write exclusively on Email Marketing when he pitched Mediapost on the idea of writing a weekly column based on the data he was collecting. He began the Email Insider column (the first of the Mediapost “insider” series) and went on to develop and host the Email Insider Summit with Mediapost and is Chairman Emeritus of the conference).

Bill has twice been a finalist for the EEC’s Stefan Pollard Memorial Marketer of the Year Award.

*(Rebel’s Guide to Email, D.J.Waldow)