18. Messaging
Develop buyer personas
Maintain your lists
Speak to the needs of the customer
Consider context and point-of-view
Know your objective
Create a clear call-to-action
19. Optimizing
10 unique subject lines
A/B test
Send “from” a real person
Resend to unread contacts
Customize transactional emails
Be mobile-friendly
Send triggered responses based on action
Integrate across channels
20. Measuring
Campaign vs. send
What metrics matter?
Did clicks lead to conversion?
What’s the long term impact?
21. Keynote Quote
“The responsibility
of leadership is not
to come up with all
the ideas but to
create an
environment in
which great ideas
can thrive.”
––Simon Sinek
28. Keynote Quote
“When you look at
successful attempts
at transformation
you will see an act
of reframing the
problem that makes
the revolution
possible.”
–Malcolm Gladwell