What you know about personalization, spam, and content is wrong. Learn from Litmus' Head of Growth, John Bonini, how you should be going about personalization, what spam really is, and how you can use content to serve.
John Bonini is a growth marketer and conversion copywriter passionate about creating more effective marketing for actual humans. A former journalist turned marketer, John currently heads growth at Litmus, an email testing and analytics software company helping marketers make email better.
What spam means to marketers vs. what it means to customers
How to avoid coming off as “spammy”
Personalization -- how to do it well (and how not to do it)
Email marketing fails that marketers need to stop doing
How writers who do marketing differ from marketers who write
Litmus’s approach to content strategy
Having a “servant” mentality when creating content
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