Ever wondered why email marketing refuses to die despite countless predictions of its demise? Mark Bundle, senior email marketing manager with The Adaptivist Group, reveals why email remains the "wise grandpa of marketing".

Mark's unlikely journey from aspiring barrister to email marketing expert offers a refreshing perspective on career development. With candid humour, he shares how pivotal mistakes became his greatest teachers – including the memorable time he accidentally bombarded hotel customers with hourly booking reminders. Rather than dwelling on the horror, Mark emphasises how these "learning opportunities" shape stronger professionals when approached with the right mindset.

We also dive deep into the power of marketing automation as "the backbone of the heavy lifting of your marketing," while exploring the emerging role of AI in this space. Mark believes AI currently offers only "tweaks around the edges" rather than replacing human expertise in understanding complex CRM ecosystems.

Whether you're a seasoned email marketer or simply trying to get more from your CRM system, Mark's three essential tips provide a powerful framework for success: document everything, deal with issues immediately, and test constantly.

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