What can we make of this?• Email is continually evolving• People get messaged a lot• You’re up against a lot of spammers• Personal inbox filters are problematic to some• Mobile (email) is a big deal
1. Always Get Permission • It’s never assumed• A business card is not permission• Permission is solicited• Aside from CAN-SPAM compliance, actually increases campaign performance
2. Go Conﬁrmed Opt-In • Email reputation will be cleaner• Emails more likely to hit the inbox• Truly confirms someone’s interest• Insurance in the event of accidental spam complaints• More engaged, interactive list
3. Never Bury the Unsubscribe • Aside from promoting distrust, it has damaging effects• Unsubscribes are great feedback• It’s never personal – it’s a part of the email lifecycle• Asking for the unsubscribe begets fewer unsubscribes (!)
4. Keep the Email Message Short • No one wants to scroll endlessly for the good stuff• Mobile users have very limited real-estate• Everyone is strapped for time• Brevity is bliss.
5. Be You, Not Your Business • People connect with people on a list, not the list sponsor• Sign your emails with a personalized email signature• Include your photo, phone number and email address• Don’t send from an unmonitored “noreply” account
6. Don’t Send So Damn Much • Be strategic in how frequent you email your subscribers• Consider their perception• Stay in contact enough so they expect to hear from you (Monthly/Bi-Monthly)
7. Ditch the Newsletter • Newsletters are rarely useful to people• But if you do, make it exclusive and useful• Automated email campaigns (autoresponders) are great way to provide valuable content• Let people join your list with intent.
8. Use Social Media for Content & Action • Social media is a great place to acquire and share content• Use your emails to promote a social call to action• Highlight the best content you produced recently• Solicit responses from your list
9. Segment Your Email List • The most effective way to increase engagement• Divide your list into different groups. (Example: All Customers, Product A, Service B, Event C, etc…)• Narrow email segments give you more liberty to presume circumstances
10. Use Professional Email Tools • Let email service providers manage the tech stuff. You should focus on marketing• More professional appearance• Affordable – sized right to everyone’s needs• Recommended: Constant Contact, MailChimp, AWeber, VerticalResponse, Infusionsoft
1. Spam Complaints • ISPs tolerate up to 0.1% (1/1000)• Affects your email reputation (fingerprinting)• Assumption is the #1 mistake we see• Reconfirm permission every 6-10 months
2. Wrong Message at the Wrong Time • Always get comfortable with your email marketing software before going all-in• Realize that emails with attachments take awhile to arrive in the inbox• Not everyone is checking their email every minute
Recap • Email marke:ng is a great method to engage with customers • Email marke:ng requires good planning and discipline • Social media complements email marke:ng