From Shell to KFC: How to Turn Email Program Red Flags into Quick Wins with Phil Ireland
August 7, 2025
What better way to learn about email than by speaking to a professional email problem-solver?
Email consulting requires a balance of technical expertise, client education, and strategic problem-solving to deliver results, and today we’re getting the inside scoop from one of the best!
What better way to learn about email than by speaking to a professional email problem-solver?
Email consulting requires a balance of technical expertise, client education, and strategic problem-solving to deliver results, and today we’re getting the inside scoop from one of the best!
In this episode of Email After Hours, hosts Guy Hanson and Danielle Gallant welcome Phil Ireland, an email marketing consultant with over 16 years of experience working with major brands like Shell, KFC, and American Express. They explore the nuances of email consulting, from initial client discovery to common program problems and implementing sustainable solutions.
What you'll learn:
In this episode of Email After Hours, hosts Guy Hanson and Danielle Gallant welcome Phil Ireland, an email marketing consultant with over 16 years of experience working with major brands like Shell, KFC, and American Express. They explore the nuances of email consulting, from initial client discovery to common program problems and implementing sustainable solutions.
What you'll learn:
- How to approach initial client discovery by understanding business objectives before diving into technical solutions
- Why data quality issues often underlie surface-level email marketing problems, especially in enterprise organizations
- The importance of analyzing subscriber engagement beyond basic metrics like open rates and unsubscribes
- How to navigate client relationships when delivering challenging feedback about fundamental program issues
- Why collaboration and transparency are essential for successful client-consultant relationships
…and more!
About the Guest(s)
Phil Ireland is an accomplished email marketing consultant with over sixteen years of experience in CRM and email marketing. Known for his strategic work with major brands including Shell, KFC, and American Express, Phil specializes in improving email strategies, fixing data issues, and boosting customer engagement.
In this episode, Phil shares his expertise on client consultation processes, troubleshooting email marketing challenges, and implementing effective solutions. His practical approach to addressing common email marketing issues - from data management to engagement metrics - reflects his extensive experience working with both B2B and B2C clients.
Drawing from his work with enterprise-level organizations, Phil offers valuable insights on navigating complex email marketing challenges, emphasizing the importance of transparency, collaboration, and data-driven decision making. His methodical approach to understanding business objectives and implementing strategic solutions makes this conversation particularly relevant for email marketing professionals seeking to enhance their consulting practices.
In this episode, Phil shares his expertise on client consultation processes, troubleshooting email marketing challenges, and implementing effective solutions. His practical approach to addressing common email marketing issues - from data management to engagement metrics - reflects his extensive experience working with both B2B and B2C clients.
Drawing from his work with enterprise-level organizations, Phil offers valuable insights on navigating complex email marketing challenges, emphasizing the importance of transparency, collaboration, and data-driven decision making. His methodical approach to understanding business objectives and implementing strategic solutions makes this conversation particularly relevant for email marketing professionals seeking to enhance their consulting practices.
Hosts at a Glance:
Danielle Gallant - Danielle is a Senior Email Strategist at Validity. She has over seven years of experience working with global brands to craft strategies that amplify email performance. She is a self-professed email nerd, dog lover, and podcast fanatic.
Guy Hanson - Guy is Vice President of Customer Engagement at Validity. He has led global consulting teams working with clients to improve email deliverability, subscriber engagement, and revenue. He believes in giving back to his community and is a regular speaker at flagship events, providing training and producing fresh and insightful thought leadership.
Guy on LinkedIn: https://www.linkedin.com/in/guyhanson/
[05:07] Understanding business objectives before technical solutions
[09:46] Client expectations vs. reality in email marketing
[14:56] Managing email frequency and automation challenges
[18:41] Beyond basic metrics: measuring true engagement
[21:20] Delivering tough news to clients with transparency
[25:32] Quick wins: B2B email personalization success story
[29:02] AI tools for email marketing research
[30:52] Connect with Phil
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