Tommy Lamb of WITHIN: How To Effectively Leverage The Power of Digital Marketing

Originally published by Authority Magazine on Medium

Backstory: How You Got Started

Absolutely! I started out in the early days of digital marketing, when email was just beginning to mature as a serious channel for brand communication. My early work was in fashion ecommerce, helping small and mid-size brands grow their direct-to-consumer businesses by optimizing lifecycle marketing strategies — including email, loyalty, and CRM programs...

"Always be testing — not just in performance media, but across every customer touchpoint."

What Makes WITHIN Stand Out

WITHIN stands out because of our deep integration between performance branding and digital media. Most agencies specialize in one or the other, but WITHIN’s approach marries creative, media, lifecycle, and retention under a single strategic umbrella, allowing us to drive compounding gains...

Funniest Mistake

One that stands out: early in my career, I accidentally sent a Black Friday email promotion one week early to the entire database! It ended up teaching me a lot about customer expectations and recovery marketing...

Key Lessons and Takeaways

Test constantly across channels, not just ads.
Customer retention is often more valuable than acquisition.
Creative and media must be tightly aligned for maximum impact.