About Printful Inc
Printful is a leading print-on-demand company that helps people turn their ideas into brands. We fulfill and ship +1M products globally each month, and we integrate seamlessly with over 20 top ecommerce platforms.
Uldis's Bio
Hi, my name is Uldis! I’m a Senior Email Marketing Specialist at Printful, overseeing our direct messaging channels, advocating for our industry’s best practices, and driving advancements in our direct messaging program. My journey with email marketing began at Mailigen, a locally based ESP, where I developed an interest in the field’s complexity. Since then, my interest in email marketing has only deepened and has now become my passion.
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As a global company that operates in multiple languages, it was a nightmare to create manageable automations. Iterable has this covered, where each campaign template has a localized version.
Interview
When and how did you get your start in marketing?
I started as a digital marketing assistant in a small local ESP, where I had first-hand experience seeing how ESPs operate and what they need to manage daily, as well as all the best practices their clients must follow.
What is a common misconception about your role?
The simplicity of it. We usually don’t cover sending emails and their content 🙂 It’s what comes before or after that—be it the strategy of whom to send to, how often, and how to meaningfully personalize the messaging the customer receives. Not to mention all the technical nuances we need to know.
What challenges was your team experiencing before Iterable? How has Iterable helped address these challenges?
As a global company that operates in multiple languages, it was a nightmare to create manageable automations. Iterable has this covered, where each campaign template has a localized version. Additionally, we had outgrown the personalization options of previous ESP, and Iterable offered a more robust templating language and automation options. Its API is also versatile enough for us to tackle various projects we can think of.
What are some Iterable features that have made your job easier? Or have been game-changers for yourself and your team?
Definitely, the flexibility of Handlebars stands out. When we encounter complex personalization issues, we rely on Handlebars to tackle them. We have taken over many tasks that only our developers handled previously, allowing us to react quickly to our projects. I must say, Iterable also offers great documentation for users to adapt Handlebars, and the support provided for their use is exceptional.
As a consumer, what brings you joy from a brand’s outreach/communication?
What brings me joy is seeing brands using meaningful and fun messages to try to build relationships with customers, rather than inundating them with overwhelming amounts of ads.
What would you like to see brands doing more of? Or less of?
To shift away from short-term performance KPIs—in our industry, we often neglect to focus on long-term performance and fail to consider the full picture. For example, sending ad campaigns almost daily can quickly burn customers’ interest.
What is one goal you’d like to achieve in your lifetime?
To have a saltwater aquarium at home.
If you came with a warning label, what would it say?
Never gives a short answer.
