3. Challenges to Overcome
• The average person receives around 72 emails each day.
• Less than 20% of emails received are opened.
• Industry average has a 21.7% open rate and a 2.1%
click rate
4. Don’t Spam
• Never purchase an email list, it could cause legal issues.
• If you have high spam-rates, research and test more.
Refine and adjust.
• If they DIDN’T SIGN UP, then DON’T MESSAGE
them!
5. Subject Lines in 4 Steps
1. Concise and Straightforward
• Limited to 28–39 characters
• Know your audience
2. Identify Yourself
• Prefix your subject line with a consistent identifier
3. Use keywords when appropriate
• Free, Secrets, Insider
4. A/B test it
• Refine and adjust
• Then test some more
6. Article Titles
• Never write misleading titles just to get people to click
• Find the right keyword for SEO targets
• Google Adwords will be your new best friend
• Use numbered lists
• Quickly explains the benefits of reading
• Brainstorm other options
• Think of it as a team sport
7. Engaging Content
• All marketing articles should be stored on a public blog
• Keep it short!
• Blog articles should not be more than a one page Word doc
• Make it worth reading! Know your audience.
• Make it scannable
8. Measure for Success
• Use a mass email client, not just Outlook
• Track EVERYTHING!
• Open rates
• Click rates
• Social shares
• Comments
• Email forwards
• Unsubscribes
• Spam Abuse Reports
• Over 0.1% may mark you as a spammer on email clients
9. Best Website References
• http://contentmarketinginstitute.com
• http://mailchimp.com
• When in doubt, Google it
