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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, 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.
  21. 21. Let me know if you have any questions or comments!Twitter: @joemannaBlog: joemanna.comEmail: Thanks!