Email marketing is the most effective digital channel for opening doors and driving revenue. But before you can unlock its full potential, your message needs to reach the inbox and resonate with your audience. Join us for a deep dive into the world of email marketing optimization and how to maximize the impact of your campaigns.

1. How to Turn Your Email Program
into a Revenue Generating Machine

2. Jim Tinney
VP of Sales & Marketing
jtinney@freshaddress.com
Chris Donald
Managing Partner
chris@inboxarmy.com
Today’s Speakers
Keith Reinhardt
Marketing Manager
kreinhardt@freshaddress.com

3. Intros
Topics of Discussion
• Email List Building
• Email List Hygiene
• Strategy
• Automations
• Reporting
Questions
Agenda

4. About InboxArmy
We’re Making Email Marketing Affordable and Results-Driven for Everyone
InboxArmy grew out of an experiment to create a more efficient and cost-
effective way to handle email marketing production. The experiment
worked. Today our clients save as much as 30% or more compared to
current email marketing and digital agencies.
250+ Years Of Combined Email Marketing Wisdom
They say knowledge is power. We posit applied knowledge is a superpower.
With over 250+ of email marketing experience, 25,000+ campaigns
deployed and 5,000+ clients served, we have turned email marketing know-
how into wisdom.

5. About FreshAddress
Who We Are: An email marketing intelligence company, FreshAddress
is a leading provider of proprietary, data-driven email solutions for
digital marketers
Who We Serve: 2,500+ clients, including 25%+ of the Fortune 100
• Over 15 billion email addresses processed, and counting
What We Do: FreshAddress cleans, protects, and grows email address
databases, which helps clients avoid email delivery issues, resulting in
increased revenues and ROI
How We Do It: Best-in-class technology, proprietary intellectual
portfolio, and extensive database deliver unparalleled intelligence
and results

6. Email Strategy

7. You Need to Have GOALS
Define Goals, and make a clear plan to execute
List growth and engagement will rule
Offer Incentives or Not
Test, Test and Test again
Optimize and Continue Testing (be smart)
Evaluate progress, find positive trends and exploit them
Strategy

8. Email List Building

9. Don’t Scrape or Harvest Email Addresses
Don’t Buy Lists!
Don’t Force People to Sign-Up
Don’t Ignore Regulations in the Markets you Serve
Fail to Check “Inherited” Lists Or Data from Outside Sources
List Building: What Not to Do

10. Ask Everywhere!
Establish Trust & Value
Optimize Your Forms
Send a Promptly Deployed Welcome Email
Set a Quality Standard and Stick to It!
Use a Real-Time API
Evaluate Paid Services
List Building: Best Practices

11. Email List Hygiene

12. Deliverable (Doesn’t bounce)
Accurate (Actually ID’s your customer/prospect)
Primary (Not their ‘junk’ email account)
List Hygiene: What Does “Clean” Really Mean?

13. Have Proper Validation in Place
Poor email data quality costs your company money
Many types of bad addresses can cause problems
Acquisition sources are flawed
Proper email hygiene yields major results!
• Clean and correct in real-time
• Keep toxic email addresses from ever entering your database
• Better inbox placement = higher engagement & revenues
• Suggested corrections ensure you never miss an interested customer

14. Problematic Addresses Invalid Email Accounts Spam Complainers
Typos Role Accounts Bogus Email Addresses
Types of Bad Addresses

15. Step 1: Check Step 2: Correct Step 3: Protect
Verify each address in
real time to confirm that
it’s valid and can
accept mail.
Our patented spell-check
technology corrects as
many as seven errors in a
single address and fixes
any typos in your file.
We check each email
address to identify and
flag spamtraps and other
damaging email
addresses.
How It Works: SafeToSend®

16. Typical Email Collection Points
POS
30% Failure Rate
Web Site
4% Failure Rate
Call Center
12% Failure Rate
Real-time
Email Validation!
100%
Accurate & Deliverable
Emails
Email Marketing
Database

17. Email Automations

18. Automations, especially for e-commerce can be big wins for your program
Welcome with 1st time buyer discount
Cart Abandonment will drive revenue
Post-Purchase, Browse Abandonment, Re-order,
Next logical purchase, win-back, etc.
Monitor and tweak for optimal results
Use different discount codes for conversion tracking
Automations

19. Email Campaign
Reporting

20. What KPIs are important to you? Don’t get caught up on saving
unengaged users.
Are Open Rates Important?
CTOR – what it tells you
What content/CTAs are important to your list
Day and Time of send
Device used and how they interact
True conversion attribution and the nudge effect
Inactive doesn’t always mean inactive
Reporting/Data

21. Resources and Budget
Ask for more budget and resources
Show KPI/Revenue increase opportunities
Don’t talk about clicks, opens, or technology, the C-Suite
doesn’t care or understand in most cases.
Explain the benefit to the bottom line and conversions
Test and prove what you want you want to do so you have
proof/data to back up your plan
Show how email delivers more revenue per dollar spent
Ask for 50% more than you need, because you’ll rarely get
as much as you want.

22. Questions?