Go FULL THROTTLE with Email Marketing (#TechPHX)


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Email marketing strategy and a handful of useful tips that were shared at #TechPHX in Tempe, Ariz. Advice is geared toward an entrepreneurial and small business audience. Questions? Just ask: @joemanna

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Go FULL THROTTLE with Email Marketing (#TechPHX)

  1. 1. Go FULL THROTTLE with Email Marketing@joemanna #techphx
  2. 2. Is email dead?
  3. 3. $1 INTO $44 Direct Marketing Association (2011)
  4. 4. In any given week, less than 0.5% of Facebook fansengage with brands. Marketing Science (2012)
  5. 5. 58% of consumers starttheir online day byreading their email... 20% begin on search engines... 11% check their Facebook ExactTarget (2010)
  6. 6. Do I measure the response to mymarketing campaigns?
  7. 7. Am I getting the right customers?
  8. 8. If I had 20 newcustomers tomorrow, how would I serve them?
  9. 9. There s a proven strategy that answers these questions.
  10. 10. Infusionsoft’s Perfect Customer Lifecycle
  11. 11. Infusionsoft’s Perfect Customer Lifecycle
  12. 12. • Social Media• Paid Media• SEO / SEM• Networking Attract Traffic
  13. 13. • Landing Pages• Contact Forms• Lead Magnets Capture Traffic
  14. 14. • Goal-Oriented• Lead Qualification• Trust-Building Nurture Traffic
  15. 15. Why bother?
  16. 16. •  Trust is earned, not assumed•  People seek answers to their problems•  Relationships > Transactions•  Better customers. Better service.
  17. 17. Email Marketing Best Practices•  Always be testing! Subject lines, copy, images, format, colors, calls to action, delivery time, etc. •  Use lead magnets to build interest, establish trust. Make them so good you d pay for it. •  Ask for the required number of fields to start the relationship Balance lead quality and conversion rates. •  Track Performance Opens, Clicks, Leads, Sales, Unsubscribes, Complaints, Bounces •  Use ALT text in images It makes emails readable when email clients block emails (by default). •  Have follow-up messages thoughtfully spread out Stay in touch ~ 1.5x a month.*  
  18. 18. Email Marketing Epic Fails•  Not List Pruning / Hygiene If someone signed up 3 years ago, how interested are they? •  Using Shady URLs Bit.ly, TinyURL, etc. are generally not reputable. Minimize reputation risks. •  Burying the Unsubscribe Why lock recipients into email they don t want? They will pay it forward. :( •  Don t try to outsmart content filters. Words don t often trigger spam filters. Sender behavior does. •  Sending from Outlook Reputable ESPs handle infrastructure, reputation and are professional. Say no to the BCC! •  Misleading Recipients It s not clever to forget to provide recipients exactly what they want, when they want it.
  19. 19. Email is still a viable medium to communicate withloyal customers.Lifecycle Marketing is a great strategy to not onlygenerate leads, but to close them, too.Plan your marketing campaigns around specificgoals, provide value and play by the rules.
  20. 20. insft.co/lifecyclemarketinginsft.co/techphx
  21. 21. Let me know if you have any questions or comments!Twitter: @joemannaBlog: joemanna.comEmail: joseph.manna@infusionsoft.com Thanks!