Ernie Capobianco is the CEO of Dallas-based conversation optimization agency, Sq1. A data scientist who is not afraid to take serious and unpopular risks, he turned a struggling traditional advertising agency with a headcount of 15 (which four years earlier consisted of over 60 people) into a thriving business of more than 120 across three cities in three years with clients including Shell, Crayola, jiffy lube, Travelocity and Dr. Pepper.
Smartcuts author Shane Snow sent 1,000 cold emails to high-level executives. The silence was deafening.
The almost-zero response from this massive experiment reflects the experience many marketers suffer through themselves. Yet the potential business generated from email marketing is far too great to ignore:
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