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Tom Monaghan - 13 Things to Stop, Start, or Keep Doing (Only Better) with Your Email

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A super fast, sometimes deep, sometimes shallow, sometimes backed up by data, sometimes backed up by years of email induced pain and billions of emails sent gut talk full of ideas, examples, stories, lame jokes, and some really wild guesses to help you deal with the real, live email problems you're having.; We'll cover what your stats really mean, what you're readers want to tell you but are too nice to, why your mom doesn't even read your email (still!), how to send less while accomplishing more, how to talk your boss of the KPI ledge, why purchased lists are for quitters, and where to get the best beer in Boston.

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Tom Monaghan - 13 Things to Stop, Start, or Keep Doing (Only Better) with Your Email

  1. 1. #INBOUND16 13 THINGS to start, stop, or keep doing (only better). Tom Monaghan Postmaster & Director of Email Engineering at HubSpot
  2. 2. #INBOUND16 1. Tom: a love story 2. Data schmata 3. The unlucky 13 4. A tiny review 5. Uncomfortable silence AGENDA
  3. 3. #INBOUND16 1. Tom: a love story 2. Data schmata 3. The unlucky 13 4. A tiny review 5. Uncomfortable silence WHERE WE’RE GONNA GO
  4. 4. #INBOUND16 1 TOM: A LOVE STORY
  5. 5. #INBOUND16 HELLO.
  6. 6. #INBOUND16 MY NAME IS TOM. Well, actually it’s Thomas, but go with me here...
  7. 7. #INBOUND16 I WORK ON EMAIL AT HUBSPOT.
  8. 8. #INBOUND16 I LOVE EMAIL. And want you to love it too.
  9. 9. #INBOUND16
  10. 10. #INBOUND16 email marketerpart-time
  11. 11. #INBOUND16 1 3 77K
  12. 12. #INBOUND16 voluntarily
  13. 13. #INBOUND16 engagement unsubs spam
  14. 14. #INBOUND16 insert hubspot logo
  15. 15. #INBOUND16 2 DATA SCHMATA
  16. 16. #INBOUND16 Emails1,784,755,714 Campaigns 157,534 Recipients 202,595
  17. 17. #INBOUND16 deliveries opens duration recipients @ devices sourcespam clicks content personalization
  18. 18. #INBOUND16 THAT’S A LOTTA DATA.
  19. 19. #INBOUND16 3 THIRTEEN THINGS START STOP KEEP DOING (only better)
  20. 20. #INBOUND16 1 YOU ARE WHAT YOU EAT. Miles is 60% ice cream.
  21. 21. #INBOUND16 so is your marketing
  22. 22. #INBOUND16 the names of every single list imported
  23. 23. #INBOUND16 arg rank inactive – 13% – 11%
  24. 24. #INBOUND16 inactive = 3% open rate
  25. 25. #INBOUND16 97% didn’t open rate
  26. 26. #INBOUND16 Stop doing this.
  27. 27. #INBOUND16 You domain reputation is worth it.
  28. 28. #INBOUND16 2 THERE IS NO ONE SIZE FITS ALL recognize this outfit?
  29. 29. #INBOUND16 Why are you writing this email?
  30. 30. #INBOUND16 Drive blog (re)visits.Drumupsomedirectsales. Move folks down the funnel? Resurrect your sending rep? Drive a conversion for more data? Remindeveryonethatyou’restillalive? Look like your wicked busy? Promote a hot new product. Invite them to something that’s actually awesome. Plan a meetup at Inbound.
  31. 31. #INBOUND16
  32. 32. #INBOUND16 1. Pick a goal. 2. Define success. (page views, long reads, replies). 3. Build the email for that specific goal / success. 4. Everyone loves options (for the same thing). 5. Rinse, lather, repeat. Stop with the Swiss Army Knife emails.
  33. 33. #INBOUND16 3 MEASURE TWICE, CUT ONCE.
  34. 34. #INBOUND16 3 MEASURE TWICE, SEND ONCE.
  35. 35. #INBOUND16 Personalization works.
  36. 36. #INBOUND16 Dear Tom,
  37. 37. #INBOUND16 It’s because I love my name. It’s a great name. The best name.
  38. 38. #INBOUND16 stick with the basics
  39. 39. #INBOUND16 #protip Nothing is more impersonal than screwing up personalization.
  40. 40. #INBOUND16 defaultValue
  41. 41. #INBOUND16 {{ first.name }}
  42. 42. #INBOUND16 Customer
  43. 43. #INBOUND16 * Personalization cheat sheet: * 1. Does it work with a real contact? 2. Did you set up a default value? 3. Make sure it matches. 4. Don’t get too personal. 5. Test. Test. Test!
  44. 44. #INBOUND16 4 NOREPLY? I THINK YOU MEANT “NO OPEN”
  45. 45. #INBOUND16 Noreply is the worst.
  46. 46. #INBOUND16 Personalize that From address.
  47. 47. #INBOUND16 Make it from a real person.
  48. 48. #INBOUND16 Replies rule the roost. Opens are good. Clicks are definitely better.
  49. 49. #INBOUND16 #obviousINBOUNDprotip If someone replies, they’ll open and click more emails later.
  50. 50. #INBOUND16
  51. 51. #INBOUND16 STOP WITH THE TUESDAY ALREADY! 5
  52. 52. #INBOUND16 TUESDAY Thursday Wednesday
  53. 53. #INBOUND16 Want an open?
  54. 54. #INBOUND16 Friday or Monday (if you really need to send during the workweek)
  55. 55. #INBOUND16 Sunday or Saturday (If you want to live a little and try a weekend.)
  56. 56. #INBOUND16 Tuesday, Wednesday, & Thursday are dead to me.
  57. 57. #INBOUND16 This is why we can’t have nice things.
  58. 58. #INBOUND16
  59. 59. #INBOUND16 NOTHING SAYS I LOVE YOU LIKE … 6
  60. 60. #INBOUND16 Buying someone’s deets from a 3rd party.
  61. 61. #INBOUND16 What about the names of list sellers?
  62. 62. #INBOUND16
  63. 63. #INBOUND16 engagement imports forms #unsurprisingstatoftheday4X of contacts from #inboundworks #youcantbuyhappiness
  64. 64. #INBOUND16 Remember 2015? imports forms 3X
  65. 65. #INBOUND16 #inboundsgettingbetter
  66. 66. #INBOUND16 EMAIL IS NOT YOUR SCRATCH TICKET 7
  67. 67. #INBOUND16 Some bad news.
  68. 68. #INBOUND16 SPAM
  69. 69. #INBOUND16 The definition has changed.
  70. 70. #INBOUND16 graymail /ɡrāmāl/ Bulk messages that aren’t technically spam, because you did get permission, they’re somewhat targeted, and you’re a legitimate sender, but …
  71. 71. #INBOUND16 graymail tl;dr They’re just not that into you. (anymore)
  72. 72. #INBOUND16 How do you know?
  73. 73. #INBOUND16 They’ll tell you by not opening.
  74. 74. #INBOUND16 do you remember?
  75. 75. #INBOUND16 77.7%
  76. 76. #INBOUND16 25.9%
  77. 77. #INBOUND16 Probability of an open after being ignored
  78. 78. #INBOUND16 Probability of an open after being ignored totally 100% graymail
  79. 79. #INBOUND16
  80. 80. #INBOUND16 No Lloyd.
  81. 81. #INBOUND16 Suppress folks who aren’t engaging.
  82. 82. #INBOUND16 Live to email another day.
  83. 83. #INBOUND16 HubSpot customer? Sends Since Last Engagement
  84. 84. #INBOUND16 Stop being that marketer. Don’t send graymail. Start suppressing unengaged folks*. *When you do, the inbox providers and protectors will like you more, way more.
  85. 85. #INBOUND16 What to do when a storm rolls in.
  86. 86. #INBOUND16 1. What’s it really mean. 2. How worried should you be. 3. What should you do next. What to do when a storm rolls in.
  87. 87. #INBOUND16 WHAT DO I DO WHEN THEY UNSUBSCRIBE? 8
  88. 88. #INBOUND16 Unsubscribes: What do they really mean? • You can’t please everyone all of the time. • Be very happy they didn’t mark you as spam.
  89. 89. #INBOUND16 Unsubscribes: How worried should you be? • Not very. Look at the rate across similar sends. • Look for what changed: sources, content, or frequency.
  90. 90. #INBOUND16 Unsubscribes: What should you do next? • Spot check some contacts. • Find the what changed. • Consider suppression or fewer emails for your borderline unengaged.
  91. 91. #INBOUND16 WHAT DO I DO WHEN THEY STOP OPENING? 9
  92. 92. #INBOUND16 Falling opens: What do they really mean? • Not inboxing. • Missing expectations. • Get ready for worse.
  93. 93. #INBOUND16 Falling opens: How worried should you be? • Worried. This will not go unnoticed. • Next comes Spam Complaints and Unsubs. • If you’re not having inbox issues, you will be before long.
  94. 94. #INBOUND16 Unsubscribes: What should you do next? • Suppress unengaged. • Look for source problems. • Focus on subjects. Test. Test. Test.
  95. 95. #INBOUND16 WHAT DO I DO WHEN THEY MARK ME AS SPAM? 10
  96. 96. #INBOUND16 SPAM: What do they really mean? • Your reputation is at risk. • Inbox problems ahead.. • Blacklistings.
  97. 97. #INBOUND16 SPAM: How worried should you be? • Very worried. Something is wrong. • Find the cause now: new source, bad forms, missed expectations. • Slow or stop sending until source found.
  98. 98. #INBOUND16 SPAM: What should you do next? • Fix what’s broken. • Do not pass go. • Do not collect $200.
  99. 99. #INBOUND16 #nerdprotip No unsubscribes or spam complaints? Killing it, right? Not so fast ... They can’t unsub or mark you as SPAM from their junk folder.
  100. 100. #INBOUND16 WHAT TO DO WHEN YOU WANT TO KNOW MORE. 11
  101. 101. #INBOUND16
  102. 102. #INBOUND16 HOW TO BUILD THE PERFECT SUBJECT LINE. 12
  103. 103. #INBOUND16 logistic regression
  104. 104. #INBOUND16 find the perfect words
  105. 105. #INBOUND16 to make people open!
  106. 106. #INBOUND16 kinda dumb
  107. 107. #INBOUND16 Dislike success? Try these! Physicians Worry: Thinking Less Handwashing! New Career: Bullying Webinar! Hey! Eliminate Thinking, Welcome Pain… #welcomepain #toosoon?
  108. 108. #INBOUND16 If it sounds like the title of something that guy … Read it out loud. Start over.
  109. 109. #INBOUND16 1. Customize & personalize. 2. Emojis actually work. 3. Read it out loud… The best subjects, guaranteed!
  110. 110. #INBOUND16 WHAT DO I DO WHEN EMAIL STOPS WORKING. 13
  111. 111. #INBOUND16 engagement slips a bit
  112. 112. #INBOUND16 harder to inbox
  113. 113. #INBOUND16 the end is near
  114. 114. #INBOUND16 the sky is not falling.
  115. 115. #INBOUND16 4 A TINY REVIEW
  116. 116. #INBOUND16 1. Please oh please, stop with the Tuesday! 2. Have the courage to suppress your unengaged. 3. Treat other inboxes as you would want your inbox treated.
  117. 117. #INBOUND16 5 UNCOMFORTABLE SILENCE
  118. 118. #INBOUND16 THANK YOU.

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