About Morning Brew Inc.
At Morning Brew Inc., we mix what you need to know with our unique brand of wit, attracting and building real relationships with the next generation of business leaders. We speak to them like people, ensuring they get the context and insight needed to make decisions every day. Loyalty and trust are our most valuable currencies.
Whether scrolling, reading, watching, or listening, our audience trusts us for credible, entertaining business content that makes an impact on their personal and professional lives.
Erika's Bio
Erika is a Marketing Leader specializing in MarTech and data-driven performance marketing. With a background in the music industry, she possesses strong expertise in cultivating audience engagement. Now heading Audience Operations at Morning Brew Inc., Erika oversees the optimization of the marketing technology stack and leverages audience data to drive revenue growth. Her responsibilities encompass developing first-party data strategies and identifying additional revenue streams through innovative audience engagement initiatives.
Fun Facts
Promotions
Featured Quote
We recently tested Iterable's Predictive Goals by creating an audience of subscribers most likely to register for an event and ultimately drove 20% of our registrations, only utilizing 10% of our total audience.
Interview
When and how did you get your start in marketing?
Somewhat accidentally! I started my career working in artist services for a music tech company and that role slowly transitioned into running their social media. Thanks to a restructuring, I ended up on Warner Music Group’s O&O Media team, managing the growth and development of multiple music media brands.Â
What brings you joy in your role?
I love solving problems with creative solutions. Managing competing priorities and various stakeholder needs is like a giant puzzle to me, and I love seeing the final picture.
What led you to choose Iterable over others in the market?
I loved how intuitive the platform is. We have a lot of teams that need to be in the platform for various reporting needs, and I felt very comfortable onboarding both members of the marketing team and those who had never been in a marketing platform before.
What are some Iterable features that have made your job easier? Or have been game-changers for yourself and your team?
I’m a big fan of Predictive Goals with the Iterable AI suite! We recently tested this out by creating an audience of subscribers most likely to register for an event and ultimately drove 20% of our registrations, only utilizing 10% of our total audience.
As a consumer, what brings you joy from a brand’s outreach/communication?
Personalization is the name of the game. I’m more inclined to click or convert when a brand’s communications specifically speak to me and my interests.
How do you stay up–to–date with the latest trends and developments in marketing?
I read Marketing Brew–Morning Brew Inc.’s weekday newsletter covering the latest insights, updates, and trends in our field!
Campaign Portfolio
How Morning Brew Inc. Drives Event Registrations with Iterable AI
Objective
Morning Brew Inc. sought to increase registrations for Marketing Brew’s Sports Marketing in-person event by leveraging AI-driven audience targeting and optimized messaging strategies.
Summary
Using Iterable’s AI suite, Morning Brew Inc. implemented two key features to enhance event promotion. First, they created a Predictive Goal to identify audience members most likely to register. This allowed them to build a highly targeted segment of Marketing Brew Inc.'s readers. Next, they developed a personalized journey, distinguishing between New York-based subscribers (who could attend in person) and non-local subscribers (who might prefer the livestream). Each audience received an AI-optimized promotional email, enhanced with Send Time Optimization to maximize engagement. To reinforce conversions, Morning Brew Inc. utilized Embedded Messaging for on-site retargeting and followed up with a second promotional email offering an incentive to those who hadn’t yet registered.
Results
This first-time test of Iterable’s AI features proved highly effective. Despite contacting only 10% of the Marketing Brew Inc.'s audience, the campaign drove nearly 20% of initial registrations. Additionally, all emails in the journey achieved open and click-through rates well above average, prompting further exploration of Send Time Optimization for future campaigns.
