Email marketer who specialized in lead generation and sales pipeline growth
I'm Riley Catalano. I do email marketing broadly, but I specialize in lead generation: using email to strengthen the sales pipeline and move prospects from first touch to closed deal. That specialization means understanding how email needs to work differently across a business. I build systems that support logistics, sales, and customer service alike, making every touchpoint easier for a soon to be customer and for someone who already is one.
Email Marketing Experience
I specialize in email marketing for lead generation businesses companies whose revenue depends on moving prospects through a pipeline, converting them into customers, and bringing them back to buy again. Every system I build is designed around that goal.
Email Automation Capabilities
Most people who call themselves email marketers know how to log into a platform and schedule a send. That is not what I do. I build the infrastructure behind the email program: the automation architecture, the conditional logic inside the templates, the segmentation that determines who gets what message and when, and the testing framework that makes the next campaign outperform the last one.
I work across six platforms at the production level, deliberately, because no two businesses need the same email stack. In NetSuite, I write FreeMarker templates with if/else conditional logic that dynamically render different content based on customer data at send time. In HubSpot, I build customer journey workflows and deploy full-funnel sequences that move leads from first contact through conversion and back into re-engagement. In Zoho CRM, I build automation rules and workflow triggers that fire directly off changes to a CRM record, lead status, deal stage, or field update, and connect those triggers into Zoho Campaigns so the right email fires the moment a record actually changes, not on a delay or a manual send. At Favze, I built out Klaviyo and Mailchimp alongside HubSpot specifically so I would already know which platform fits which kind of business before a client ever walks in the door: Klaviyo for ecommerce-style flows like welcome series, abandoned cart recovery, and post-purchase sequences, and Mailchimp for small business and local market campaigns that do not need ecommerce-scale complexity.
I have built email programs for customer service, logistics, and sales teams. That means I understand how email fits differently into each department's workflow and what each team actually needs from an email system. Customer service needs reassurance emails that tell a customer their request was received and help is on the way, even before a rep has actually resolved anything, so the customer never feels ignored during the wait. Logistics needs accuracy: a tracking number, the correct carrier name, and instructions written for that specific mode of shipping, because a FedEx small-package notice, an LTL freight delivery, a hot shot delivery, and a flatbed delivery all require different information and different next steps for the customer. Sales needs timing, personalization, and sequences that move deals forward, which is exactly what CRM-triggered automation is built for: the email fires the moment the deal actually moves, not whenever someone remembers to send it. I build for all three.
I also take compliance seriously in a way most email marketers do not. I read the fine print, respect the consent that was given, and build programs that never send more than what the subscriber agreed to receive. That combination of technical depth, cross-functional experience, and compliance discipline is what makes my email programs different from someone who just knows how to press send.
NetSuite Email Templates
Inside NetSuite, email templates are powered by FreeMarker a Java-based templating language that injects dynamic variables and executes conditional logic at send time. I build templates that go far beyond simple name insertion.
Using if/else conditional blocks, templates automatically adapt based on customer attributes: which carrier shipped the order, which sales rep is assigned, what product category was purchased, or what stage the customer is in the pipeline. The result is a single template that produces dozens of personalized outputs with zero manual work per send.
I also build carrier-specific shipping notification templates at ABI Attachments automatically selecting the correct carrier branding, tracking URL format, and message content based on the shipment data passed from NetSuite at trigger time. Small-package carriers like FedEx and UPS get a tracking number and tracking link. Freight, LTL (less-than-truckload), hot shot, and flatbed shipments get different instructions entirely: freight class and BOL number instead of a tracking link, LTL delivery appointment guidance, hot shot expedited delivery windows, and flatbed unloading and inspection instructions. Nineteen-plus carriers are covered, each with the correct language for how that shipment actually arrives.
Every template includes MSO conditional comments for Outlook rendering, inline CSS for maximum email client compatibility, and table-based layouts that hold up across all major clients and devices.
Zoho CRM Automation
Good email automation should not wait on a manual send or a scheduled campaign. It should fire off what actually happens inside the CRM itself. I build workflow rules and automation rules directly on CRM modules, Leads, Contacts, and Deals, in Zoho CRM, so the record itself is the trigger.
When a lead's status changes, when a deal moves to a new stage in the pipeline, when a field gets updated, or when a new record is created, that CRM event fires a workflow rule that either sends the email straight out of Zoho CRM or hands the contact off to Zoho Campaigns for a longer automated sequence. Instant actions and time-based actions both run off the same trigger, so a confirmation can go out the second a stage changes, while a follow-up can wait a set number of days if the deal has not moved again by then.
This is the same principle behind the FreeMarker triggers I build in NetSuite, applied to a CRM instead of an ERP: the system state is the trigger, not a person remembering to click send. A deal moving from Consultation Scheduled to Consultation Completed fires a different email than a deal moving to Proposal Sent, and both are handled by rules, not by someone manually picking a template.
I connect CRM-side triggers to the Zoho Campaigns automation layer so a contact's CRM status determines what campaign they are enrolled in, and moving out of that status removes them automatically. That keeps sales-stage-based automation and newsletter-style automation working off the same source of truth instead of two disconnected lists.
Lead Generation Email Funnel
Email is not just a send tool it is a sales infrastructure. I understand the entire buyer journey and how to use email to move contacts through each stage, convert them, and bring them back to buy again. But the funnel is not identical for every lead generation business. A service business and a product business need the same strategic stages, they just need different emails inside those stages, especially once logistics enters the picture. A consulting client needs a kickoff email. A product customer needs the correct carrier, the correct tracking format, and the correct delivery instructions for how that shipment actually arrives.
For Service-Based Lead Generation Businesses
For Product-Based Lead Generation Businesses
Email List Segmentation
The funnel above only works if the right message reaches the right person at the right stage. Segmentation is the mechanism that makes that possible. Every list I build is broken down by real signals, not guesswork, so a cold lead and an active customer never receive the same email, and a service client and a product buyer never receive the same follow-up.
Email Compliance and CAN-SPAM
Most email marketers treat compliance as a box to check. I treat it as a founding principle. I over-analyze the fine print so every program I build is bulletproof because a single compliance failure can cost more than an entire year of email revenue, and more importantly, it is simply the right way to treat people.
Consent is specific, not general. If someone signs up for a monthly newsletter, they consented to exactly one thing: a newsletter, once a month. That is all they receive. Not a welcome sequence. Not a promotional blast a week later. Not re-enrollment into a drip campaign they never agreed to. What was promised at opt-in is what gets delivered nothing more.
This philosophy shapes how I build every list, every trigger, every workflow. Opt-in copy is precise about what the subscriber will receive, how often, and from whom. Segments are never cross-pollinated without explicit new consent. Send frequency is governed by what was promised, not by what the business wants to send.
The result: lower unsubscribe rates, higher trust, stronger long-term list health, and zero legal exposure. Compliance and performance are not in tension a clean, consent-respecting list almost always outperforms a bloated, over-messaged one.
Compliance also lives at the DNS level, not just the content level. I understand how SPF, DKIM, and DMARC are configured as TXT records on a sending domain, and why getting those records right is what keeps a legitimate program out of spam folders in the first place. Authentication is the technical half of compliance that most email marketers never touch.
NetSuite, HubSpot, Zoho, Klaviyo, Mailchimp
Email Marketing Skills
Email Marketing Certifications
Email Marketing FAQ