Will Smith, HubSpot Onboarding Specialist with ManoByte uses the musical sensation "Hamilton" to teach the often forgotten basics of good email marketing.

1. What Hamilton
Teaches About Back-
to-Basics
Email Marketing

2. “How lucky we are to be alive right now.” - Elisa S.
● Connected more than ever
○ Social Media
○ Phones
○ Internet
● New ways to connect
● Innovation abounds

3. Email
We do so much of it.
We must do it (daily chore).
We “half-do” it.

4. Email is worth it!
● 102.6 trillion emails sent every
year.
● 90% of all people have email.
● ¾ of teens use email.
● 58% check email FIRST.
● We check our email 20x a day.

5. ROI of Email
4440% return on
investment
Source: OptinMonster

6. Love Good Emails
● Inform & Educate
● Personalized
● Reason
● Timely
● Leading - what’s next?

7. Hate Bad Emails
● Spammy
● Sell
● Large List
● Random
● Too often
● More questions

8. “Work, work.” - Cast
● Better emails takes work.
● Better emails take creativity.
● Good copy takes practice.
● The best images/videos take time.
Are you willing to invest the time?
Are you willing to work?

9. “What’s His Name?” - Cast
Make sure your email comes
from a person.
If possible, someone with a
name.
george@usgovernment.com
a.ham@treasurydept.com

10. “I am inimitable. I am an original.” - Aaron Burr
● What separates you?
● How can you speak to that?
● Consistent Voice
● Similar content, different spin?
○ www.goodemailcopy.com
○ www.reallygoodemails.com
○ www.mailcharts.com
● Avoid the “check in” email.

11. “I am not throwing away my shot” - A. Ham
SUBJECT LINE

12. SUBJECT LINE PROCESS
● Pre-write
○ 5 subject lines as fast as
possible.
● Craft email copy
● Post-write
○ 5 more subject lines
○ Edit down to 6
● Get input
○ Ask someone else to cut to 3
● A/B Test Final Two
● Choose best one.

13. Subject line: Other reminders
● NO ALL CAPS
● Keep it short (one word?)
● Avoid spammy words (FREE & SALE)
● Emoji could make you stand out
● Personalization
● Resources:
○ 19 Tips to write catchy Email subject lines
○ How to be an Email Subject Line Superhero
○ 164 Best Email Subject Lines (2020)

14. “The Story of Tonight.” - A. Ham
Great subject line.
Someone opened your email. Now what?
Draw them in with story:
Product story
Customer story
Education story
Success story
“What-is-possible” story

15. “Talk Less. Smile More.” - Aaron Burr
● Be succinct.
● Be positive.
● Be You (speak in your voice)

16. “Write like you’re running out of time.” - Aaron Burr
How to tell better stories: Storyworthy book summary.

17. “What Comes Next?” - King George III
● Clear CTA.
○ Personalize
○ Clickable
○ Easy to find
● Defined next step.
● Next video.
● Email Series.
● Education Series (10 duel commandments)

18. “You will never be satisfied” - Angelica Schuyler
● Where did the emails go?
● Don’t be happy with the 22%
open average.
● Resend.
○ “...software tells me”
● Bounce Audit.
○ Filter?
○ Mailbox full?
○ Wrong address?

19. “I’m looking for a mind at work.” - Angelica S.
Segment your audience.
53% of emails do not pertain to you.
Right message.
Right person.
Right time.

20. Person - Purchases - Interest
● Person
○ Geographic area
○ Age, Gender etc.
○ Explicit data & implicit data
● Purchases
○ Online?
○ Cycle?
○ Past purchases
● Interest
○ Event/Webinar attendance
○ Associated products?
○ Level of interest?

21. Put it all together - Nurture Campaign
1. Specific Goal
2. How do they start?
3. Craft your emails
4. Start!
5. Check results & optimize

22. Combine the Old with the New
“A landmark American musical about the
gifted and self-destructive founding father
Alexander Hamilton whose story becomes
both contemporary and irresistible”.

23. What will you combine?
● Formats
● Styles
● Adding Video
● Messaging
Strategize your creativity.
Whatever the change:
Name it. Claim it. Keep it consistent.

24. Final Thoughts - Email is an equalizer
“How does a. . .
“The ten-dollar Founding Father without
a father got a lot farther by working a lot
harder
By being a lot smarter
By being a self-starter”

25. “The World Turned Upside Down.”
● Be Smarter
● Be A Self-Starter
● Work - Work

26. What Hamilton Teaches About
Back-to-Basics Email Marketing
THANK YOU