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Nick Dimitriou from email marketing automation platform Moosend

Tim Gibbon (Social Media Portal (SMP)) - 16 March 2020

Head of growth at email marketing automation platform Moosend on hacking for growth for the SaaS technology company

Moosend logo 150x150Social Media Portal (SMP):
What is your name and what do you do there for Moosend?

Nick Dimitriou (ND): My name is Nick Dimitriou and I?m Moosend's head of growth. As the head of growth, I?m responsible for planning and overseeing our SEO activities. My main point of focus is to discover effective (and sometimes crazy) link building strategies to increase our visibility and organic traffic.

SMP: Why is growth hacking important for Moosend and how do you achieve this (and how many are in your team)?

ND: Growth hacking is paramount for our company. Marketing is a very fluid process and we constantly need to find new ways to grow our company, especially in a niche with established competitors. Creativity and experimentation are our secret weapon to achieve growth. We always look for white-hat practices to ensure long term benefit like guest posting. Up to now this strategy has worked exceptionally well and I?ve managed to expand my team to 10 people to achieve more.

SMP: Briefly, tell us about Moosend (for those that don?t know), what is it and what does company do?

Well, for those who haven?t ?herd? about us before, Moosend is an email marketing automation platform that helps businesses dive into the world of email marketing. Basically, we allow you to create your email campaigns from scratch and use powerful automation to schedule everything and save valuable time.

Photograph of Nick Dimitriou Moosend's head of growth at email marketing automation platform Moosend 200x200SMP: Who are your target audience and why?

ND: Our target audience is diverse as our platform is addressed both to B2B and B2C businesses. More specifically, our target audience consists of ecommerce, agencies, publishers and SaaS companies. We?ve decided to target such audiences based on their constant need to reach their audience?s through effective email campaigns.

SMP: How did you initially attract users to site, social channels et al and how do you do it now?

ND: Some of our initial tactics to get more traffic to our website was through blog posts and social media posts, mainly on Facebook, LinkedIn and Twitter @Moosend. However, now we focus more on performing on-page SEO to increase our rank in search engines. Facebook Ads has also become part of our new strategy to attract more visitors to our site through targeted content.

SMP: What are the high moments of what you have been doing so far?

ND: Being able to work with smart and pro-active people has allowed us to continuously progress and improve our growth month-on-month (MoM).

SMP: What do you see as your biggest challenges and opportunities for your sector and the competition that you have?

ND: I believe bringing highly relevant traffic to your website will become really hard, everyone want to rank #1 on Google and everyone is chasing this.

SMP: What is the most challenging part of building upon your brand presence in digital environments (including social media)?

ND: The biggest challenge would have to be consistency, if you are not you are never going to make it.

SMP: What are your top five predictions for marketing automation for the next 12 to 18-months and why?

Well, I can see a lot of things changing in the next 12 to 18-months.

  • Firstly, I believe that hyper-personalization will be more relevant than ever. Since consumers need more personalised experiences and content tailored to their needs, marketers will have to find the right marketing automation tools to respond to this need. For that, smarter marketing automation will be on the rise.

  • Secondly, I can see advanced analytics turning into the most important toll for modern marketing. Businesses will take advantage of customer data tools and data scientist to help them analyse metrics and come up with innovative strategies.

  • Thirdly, companies are likely to create their own cloud ecosystems based on marketing automation. As the need for more integrations between tools rises, businesses will try to minimize specific limitations in order to enhance their performance.
  • Also, I can see more and more companies adopting a more customer-centric approach. Marketers will choose tools that will enable them to understand customer behaviour and customer journeys better.

Finally, I believe that we?re bound to see more of what IBM called the ?martecheter?. Technology is responsible for improving the effectiveness of our marketing campaigns and enhancing customer experience, so understanding the technical solutions will be part of a marketer?s life.

Moosend website images and logo 600x300

SMP: What are your top overall five marketing tips for marketing automation and why?

ND: Marketing automation is constantly evolving, so you always need to be up-to-date.

To get the most out of marketing automation you need here?s my best advice:

  • Never buy a mailing list. Sending emails to people who have nothing to do with your product/service will not only undermine your email marketing endeavours and lead to bad email deliverability. Instead, try to build your list from scratch. Having a few engaged customers are better than hundreds of uninterested subscribers.

  • Don?t be afraid to try new channels. Modern businesses have a plethora of channels to engage with their audience. Using more channels will help you increase your engagement and enhance customer experience. Just make sure that you choose a marketing automation platform that will enable you to support a cross-channel strategy.

  • Don?t forget about the human factor. Marketing automation has simplified the ways we connect with our customers. However, that doesn?t mean that you should let technology handle everything. Try to connect with your customer on a deeper level, speak to them, listen to their concerns and deliver authentic solutions to their problems.

  • Segment your audience. Segmentation is one of the greatest gifts of marketing automation. Grouping your audience based on their age, gender, interests and location will help you create and deliver personalized campaigns that will make your audience convert.

  • Consistency is key to successful marketing.

SMP: Best way to contact you and Moosend?

ND: You can always drop me an email or send me a message both on LinkedIn and Facebook. You can also contact Moosend through our live chat but you can also drop us an email as well.  

Now, a question for fun

SMP: What did you have for breakfast / lunch?

ND: Well, today was avocado toast day, so I made some for breakfast!  

Got an interesting to tell? Get in touch.

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