This week’s guest is Sue Cho, the Director of CRM at Outside Inc, the premier destination for active lifestyle enthusiasts and home to leading brands in the endurance sports, outdoor, and healthy living spaces. Guided by her mantra “Think creatively, proceed analytically”, Sue has been doing retention, email and engagement marketing for 14 years, focusing on e-commerce and subscription services. People say Sue went from EDM to CRM, as she was an electronic dance music singer in the early 2000s. Based in a ski resort town in the Eastern Sierra, just 45 minutes outside of Yosemite, Sue is dedicated to digital, going so far as to have an email tattoo! In this episode, Daryn and Sue chat about the challenges of working with large databases, her experiences with email marketing mistakes and how to respond to them, how people often misperceive email marketers as spammers, the changing landscape of email marketing due to Apple and Gmail's continuous updates. It’s Sue Cho! Follow Daryn on LinkedIn: https://www.linkedin.com/in/darynsmith