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Email Marketing Essentials - Tips to Do Email Marketing Right (PodCampAZ 2011)

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Helpful info for small business owners and entrepreneurs who want to learn more about the best practices of email marketing. Presented at PodCampAZ 2011 in Tempe, Arizona.

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Email Marketing Essentials - Tips to Do Email Marketing Right (PodCampAZ 2011)

  1. 1. Email Marketing Essentials Tips  to  Do  Email  Marke1ng  Right   Joe  Manna  |  @JoeManna  |  #PCAZ  
  2. 2. About Me •  Worked in AOL Postmaster team•  Manages Infusionsoft’s online community•  Helps people with their email marketing•  Tweets a lot as @JoeManna
  3. 3. Why  Use  Email  Marke:ng  •  Informative Newsletters•  Product/Service Announcements•  Customer Follow-up•  Lead Generation•  Lead Nurturing•  Sales•  Events•  Brand Awareness
  4. 4. Email  Marke:ng  is  NOT:  •  Unsolicited (spam)•  Only to push products and services•  A way to make tons of money overnight•  A license to market to people indefinitely•  (Permission is never) assumed
  5. 5. “Email marketing is dead”
  6. 6. It isn’t.Here are a few stats to consider…
  7. 7. Worldwide  Email  Accounts   (Billions)  4.5   4  3.5   3  2.5   2  1.5   1  0.5   0   2010   2011   2012   2013   2014   Source:  The  Radica:  Group,  Inc.  
  8. 8. Email Stats 82% of Smartphone Users Check &Send Email from their DevicesiPhone remains the dominant mobileemail client for opening emails Sources:  Google,  Litmus/eROI    
  9. 9. Spam Volume Source: SpamCop
  10. 10. Among Corporate Email Users Legit  Email   Spam   110 Emails Per Day (Average) Source:  The  Radica:  Group,  Inc.  
  11. 11. Inbox Placement Source:  ReturnPath  
  12. 12. 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
  13. 13. 10 TIPS TO HELP YOU ROCK AT EMAIL MARKETING
  14. 14. 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
  15. 15. 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
  16. 16. 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 (!)
  17. 17. 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.
  18. 18. 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
  19. 19. 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)
  20. 20. 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.
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 2 EMAIL MARKETING RISKS TO WATCH FOR!
  25. 25. 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
  26. 26. 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
  27. 27. 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  
  28. 28. Questions? •  Twitter: @JoeManna•  Email: joseph.manna@infusionsoft.com•  U WANT MOAR? 25 Email Marketing Tips Thank you! :-)

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