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The amazing thing about Integrated Live is that there really are so many amazing people giving the best advice out there in the marketing world. Even as someone working on the event, I spend my days in the run-up looking at which presentations I really want to see. I can't imagine what it's like for you!

That's why we're spending the next few weeks doing quickfire interviews with as many of the speakers as we can to give you a little insight into who they are, what they do and what they're going to be talking about at Integrated Live.

Today we have Dale Langley, director of professional services in northern Europe at Return Path.

What area of marketing do you specialise in?

Email strategy.

How long have you been with the company?

Five years

How long have you been in marketing?

12 years.

Why do you do what you do?

Because it honestly feels like I have a new job every day. Where else could I be helping a new business take the first few tentative steps toward attracting new customers, and then in the next breath, be diagnosing inbox placement problems for businesses which send billions of emails? Because we work so closely with our clients it feels like I have many roles in many companies and I enjoy every second of it.

Which marketing platform do you use the most?

I'm fortunate enough to engage with a range of platforms used by our clients but recently I've been using RealTime Email by LiveClicker to add context to email.

If you could only use one marketing platform for the rest of your life, what would it be?

This is just too tricky to answer!

What is your favourite thing about marketing?

That it's not static; both technology and consumer demand are constantly evolving, so being involved in marketing is like riding the crest of the wave.

Is content still king?

No, emphatically not! Context (and therefore data) took content’s place some time ago. This could rapidly evolve into a chicken and egg question though...

In a sentence, what's your presentation about?

The “hidden” metrics that every marketer should be tracking to ensure their emails get seen (i.e. getting to the inbox).

You can find Dale's presentation on the hidden metrics of email in the Engagement & Experiential Theatre at 2pm at Integrated Live on 17 November, but you'll have to register for your free ticket first:

Eventbrite - Integrated Live

Originally posted on Digital Marketing Magazine