Episode 6:
Preparing for Email Personalization With Brian Riback of Labrador

In this episode, InboxArmy’s Scott Cohen and Garin Hobbs welcome Brian Riback of Labrador to discuss the challenges of building and executing personalization in the right ways. In the conversation, Brian discusses the importance of data health, proper setup of data for rules- and non-rules-based personalization, and the role technology plays in enabling personalization. Join us as Brian passionately dives into the common sense needed to drive proper personalization.


What You Will Learn

  • 05:17 - Effective Personalization in 2024
  • 07:45 - What Companies Need in Place to Power Personalization
  • 17:57 - The Line Between Effective Personalization and Creepy
  • 26:19 - Reconciling Privacy and Data Collection for Personalization
  • 33:53 - How Much Tech is Too Much Tech?
  • 42:16 - Is AMP for Email Worth It?
  • 43:39 - Personalization Success Stories

This Episode’s Featured Guest

Brian Riback

Marketing Technologist & Conultant

Brian is a data-driven CRM strategist with a proven track record of driving growth and engagement across diverse industries. His expertise lies in translating insights into actionable CRM and marketing strategies that optimize lead generation, conversion, and revenue. With experience in overall 500 companies, he has honed his skills in CRM/CMS management, SaaS technology, and strategic marketing initiatives. His prior achievements include a 25% increase in lead acquisition through optimized email marketing campaigns and a 15% hike in lead-to-sale conversion through targeted content marketing.

Our Hosts

Chief Executive Officer

Winner of the ANA Email Experience Council’s 2021 Stefan Pollard Email Marketer of the Year Award, Scott is a proven email marketing veteran with 20 years of experience as a brand-side marketer and agency executive. He’s run the email programs at Purple, 1-800 Contacts, and more.

Experienced Martech Expert

With a career spanning across ESPs, agencies, and technology providers, Garin is recognized for growing email impact and revenue, launching new programs and products, and developing the strategies and thought leadership to support them.

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    E-Commerce B2C Director