By Dr. Rohi Shetty
When Andrew Warner, founder of Mixergy, was 24 years old, he owned a company in Manhattan. The rent for the office space was a cool $1.2 million. One day, Andrew invited a direct mail marketer (let’s call him Johny) to his office to see what he could learn from him about direct mail that could be applied to email marketing.
When Johny saw that Andrew had a whole floor as his office in midtown Manhattan, he said, “Wow! Email built all this?” Later on, he admitted, “I missed email.”
Johny was great at direct mail marketing and he made a whole lot of money at it. But he got lazy and didn’t pay attention to email. By the time he realized his mistake, it was too late. He was too far behind. After he left, Andrew’s CFO said, “That was a splash of cold water. We could