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
• Trust is earned, not assumed• People seek answers to their problems• Relationships > Transactions• Better customers. Better service.
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.*
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.
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.