• by Kara Trivunovic , Op-Ed Contributor, December 12, 2013

As another year quietly comes to a close, I’m doing what so many others are: reflecting back on my activities and being thankful for what I have. This isn’t a post filled with advice, direction or opinion. Given that the MediaPostEmail Insider Summit is now here, industry expertise is abundantly available; instead, I want to take this opportunity to thank you.

I have been fortunate in my career to work in an industry made up of people who challenge and compete with one another, and at the same time develop genuine and true friendships. Like many of you, I have been fortunate to work with a large set of clients, and each and every one of their demands, complaints, thank-yous and comments have made me better at my job and forced me to continue to evolve and grow. And you, my readers, challenge me and call me on it when I’ve been a little over the top, and I want to thank you for that, too.

Of course, I would be remiss not to leave you with a nugget to take away from this post. As the Email Insider is meant to provide email marketing advice, your email program is often meant to provide promotions and discounts – and our research tells us that more than 80% of your consumers prefer it that way.

I also suggest that you examine your email program for its elevated purpose. Say thank you to your customers in a meaningful way. Also, take inventory of what your subscribers have meant to your growth and business over the years, look at the true influence your program has had, and identify ways you can make it more than just a "coupon distribution pipeline." Take some time to really understand the ways email can add more value to customers and create more influence for your business in the future.

Thank you to all my industry peeps for letting me play in this sandbox. It’s truly a daily adventure.