4. ABC: Always Be Collecting
1
2
3
Make email collection
part of your acquisition
strategy.
Think Micro Conversions.
Many ways exist to
capture email
addresses
11. Deliverability
1
2
3
Understand and avoid the
keywords that trigger
spam.
Test smaller batches
before blasting your list.
Use a subject line
testing tool
https://glockapps.com/blog/understanding-deliverability-metrics/
12. SubjectLine.com
Score out of 100
Point get deducted for
hazardous keywords
Re
Place Your Screen Here
Colour coded for
confidence of deliverability
Also gives advice on
subject line best practices
13. Open Rates
1
2
3
Obsess over your subject
lines.
Obsess over other
people’s subject lines.
Pay attention to times
of day and day of week
variability.
www.impactbnd.com/blog/try-these-6-a-b-test-
today-to-increase-your-email-open-rates
14. Click Through Rates
1
2
3
Have a single CTA.
Make your offer easy to
understand and simple to
act upon.
Provide social proof to
reduce the risk.
15. Mobile First
1
2
3
Assume your email will be
read on a smartphone.
Anything important should
be above the fold.
Gmail and Inbox by
Gmail are now
responsive.
17. Email Automation
1
2
3
Not as hard as it sounds
anymore.
Automated email funnel
that helps customers
through the buying cycle.
Really important for
longer sales cycles.
18. Strategy First
Idea/Opport
unity
Don’t let the tools drive the strategy!
Logic Technology
What is your objective?
Strategy
How would you like it to
work?
Business Rules
Audit tools with the exact
objective in mind.
Tools
19. Quick Wins
ONBOARDING CONTENT
LEAD
NURTURING
E-COMMERCE
Automate a series of welcome
emails.
Behaviour based emails that
trigger by website actions.
Automate marketing emails
including cart abandon, referral
program and review request.
Automate recommended products,
upsell and cross sell emails.
Automate newsletter and customize
different versions for segments.
Offer drip email courses to educate
your customers.
Automate drip campaigns to walk
prospects through your funnel.
Automate collection and
segmentation of emails into groups.
20. Download free email testing tracker
at JeffGoldenberg.net
Testing
1
2
3
Always test a challenger
against your champion.
Good email is a puzzle
with a lot of pieces. Test
combos.
Track all your results
and look for outliers.