17 Secrets Every Email Marketer Should Know

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Webinar brought to you by…

FEATURED SPEAKER
Jonathan Rick
The Jonathan Rick Group
http://jonathanrick.com
(202) 596-1882
hi@jonathanrick.com
@jrick
MODERATOR
Eryn Branham
Pinpointe On-Demand
ebranham@pinpointe.com
(800) 920-7227
•  Serves as the president of the Jonathan Rick
Group, a digital communications firm in
Washington, DC
•  Writes for publications including Mashable and
Fast Company
•  Teaches business writing at the University
of Maryland

WELCOME

“Email newsletters, an old-school artifact of the web
that was supposed to die along with dial-up connections,
are not only still around, but very much on the march ... Publishers
seeking to stick out of the clutter
have found both traction and a kind of intimacy
in consumers’ inboxes.”
— DAVID CARR

Before
During
After

Before

IN PRAISE
OF EMAIL
1

1
Simple

1 2
Simple Ubiquitous

“Email’s got one advantage over everything else:
it works everywhere. Anyone … no matter how tech savvy or
unsavvy, can use email from any device,
from wherever they are, all the time.”
— FARHAD MANJOO

1 2 3
Simple Ubiquitous Private

“Email is still a private space where you sometimes get
a notice from your kid’s teacher or an encouraging word from your
wife. You’re susceptible to a play on that weakness.”
— JOHN DICKERSON

4
Ownership

Scoble, Facebook and Plaxo:
Whose Data Is It?
LinkedIn Quietly Removes Tool to ExportContacts, Makes Users Wait Up to72 Hours for Their Data Archive

4 5
Ownership Engagement

“I’d be surprised if 1% of my audience saw 100% of my social
media posts, but I’m confident at least 30% of my entire email list
sees every single email I send out.”
— MELONIE DODARO

5 6 6
Ownership Engagement Action

“Cool new apps aside, good old email remains,
as any digital strategist will attest, the primary way
of soliciting donations and activating … supporters.”
— TOM BARTLETT

DON’T CALL IT
A “BLAST”
2

“When ‘blast’ is used in reference to emails, it conjures up images
of unwanted bulk emails invasively clogging thousands of inboxes
at a time. And if you’re trying to create and grow relationships with
your customers, it’s easy to see that clogging their inboxes is not
the way to go … Your emails should be like a pleasant
conversation among friends … Friendly conversations … will go
much further than ‘blasts’ that talk at your customers rather than
with them.”
— DAVE CHAREST

CONVERT QUESTIONERS
INTO ADVOCATES
3

googlealerts-noreply@google.com
noreply@facebookmail.com
messages-noreply@linkedin.com
digital-no-reply@amazon.com
noreply@apple.com
noreply@e.paypal.com
no-reply@r.groupon.com
no-reply@dropbox.com
no-reply@yelp.com
noreply@quora.com
no-reply@email.zillow.com
no-reply@kickstarter.com
no-reply@dashlane.com
noreply@mint.com
noreply@feedity.com
do-not-reply@nest.com
donotreply@connect.match.com
robot@craigslist.org

“It’s a position that places the corporation's interests above
customer convenience. It also takes away one of the inherent
benefits of the Internet: the ability to easily interact via two-way
communication. It’s the online equivalent of those prerecorded
telemarketing calls you’re supposed to just listen to, since there’s
no one on the other end to hear you if you speak.”
— JEANNE JENNINGS

hello@bufferapp.com
hi@qz.com
news@pressinstitute.org
newsletter@vox.com
plus@slate.com
bulletins@em.prweek.com
info@compassionandchoices.org
actionfund@ppfa.org

Slack “approached every help ticket as an opportunity to solidify
loyalty and improve the service.”

NAME IT
4

SENDER NAME
Chief Chief Update
Atlantic Media Strategies Digital Trends Index

SENDER NAME
Chief Chief Update
Atlantic Media Strategies Digital Trends Index
SHIFT Communications SHIFT Happens
Hunter Public Relations The 511

SEGMENT
SUBSCRIBERS
5

Geography Member Media
Clients Prospects Partners

Open Rate Click Rate Donation Rate
Action Alert Rate Longevity Inactivity

FOREGROUND
YOUR SIGN-UP
6

LABEL
YOUR BUTTON
7

WOO PEOPLE
8

Coupons
Never miss
a sale.
Exclusives
Read “Dear
Abby” before
anyone else.
Freebies
Generate better
leads with this
free cheat sheet.

27 Tips on How to Get More Email Sign-Ups

ALLAY
THEIR FEARS
9

Privacy Only from our cold dead
hands will we ever rent out
your email address.
THE CLUB FOR GROWTH

“We will only email
when we have something
important or awesome
to tell you.”
FIGHT FOR THE FUTURE
Frequency

Roach Motel “Don’t worry, you can
unsubscribe at any time.”
BUFFER

“We hate spam
as much as you do.”
THE JONATHAN RICK GROUP
Empathy

MAKE IT FRICTION-
LESS TO SUBSCRIBE
10

750%
That’s the increase in conversions that resulted
when Orbit Media converted its link to a sign-up box.

USE MULTIPLE
CAPTURE POINTS
11

During

TEST YOUR
“FROM” LINE
12

Official Clinton Campaign 5:00 pm
Official Clinton Campaign Shop 6:03 am
The Briefing, Official Clinton Campaign Aug 5
Cory Booker Aug 4
Hillary Clinton Aug 3
Michelle Kwan Aug 2
Katie Dowd, Hillary for America Jul 30
Dennis Cheng, Hillary for America Jul 26
Beth Jones, Hillary for America Jul 21
Jasmin Harris, Official Clinton Campaign Jul 19
Rob Russo, Official Clinton Campaign Jul 18
Elan Kriegel, Official Clinton Campaign Jul 13
John Podesta, Official Clinton Campaign Jul 9
Robby Mook, Official Clinton Campaign Jul 5

TEST YOUR
SUBJECT LINE
13

SUBJECT LINE
1.  I will be outspent
1.  Some scary numbers
1.  If you believe in what we’re doing
1.  Last call: Michelle and me
1.  Would love to meet you
1.  Do this for Michelle
1.  Change
1.  The most popular Obama
1.  Michelle time
1.  Deadline: Join Michelle and me
1.  Thankful every day
1.  The only thing the polls got right…

SUBJECT LINE THE HAUL
I will be outspent $2,540,866
Some scary numbers $1,941,379
If you believe in what we’re doing $911,806
Last call: Michelle and me $894,644
Would love to meet you $755,425
Do this for Michelle $714,147
Change $711,543
The most popular Obama $659,554
Michelle time $604,813
Deadline: Join Michelle and me $604,517
Thankful every day $545,486
The only thing the polls got right… $403,603

SUBJECT LINE FROM
Is The New York Times’ coverage of the super-rich
alienating millennials?
Columbia
Journalism
Review
Congress is forcing itself into Iran nuclear talks Vox

SUBJECT LINE FROM
Columbia
Journalism
Review
“How Vox aggregates” - Nuzzel News Digest for Tue,
Apr 14
Nuzzel
Today in Tabs: Various Small Flames Today in Tabs
Today’s Headlines: Ex-Blackwater Guards Sentenced
to Long Prison Terms in 2007 Killings of Iraqi Civilians
The New
York Times
Daily Skimm: Get up offa that thing theSkimm
Need to Know: How social media extends an article’s
life, an aggregator forced to explain itself, and why
sources aren’t to blame for false reporting
The American
Press Institute

SUBJECT LINE FROM
Columbia
Journalism
Review
“How Vox aggregates” - Nuzzel News Digest for Tue,
Apr 14
Nuzzel

USE
PREVIEW TEXT
14

30%
That’s the increase in click-throughs that 
WeddingWire saw by testing preview text.

The Ultimate Guide to Preview Text

MAKE IT
PERSONAL
15

“A person’s name is to that person the sweetest
and most important sound in any language.”
— DALE CARNEGIE

SUBJECT LINE SENDER
Jonathan, 25% OFF & Vitamin BOGO – limited time! CVS
Jonathan, Mad Men Season 7 is now on Netflix Netflix
Jonathan, please add me to your LinkedIn network LinkedIn

SUBJECT LINE SENDER
Jonathan, 25% OFF & Vitamin BOGO – limited time! CVS
Jonathan, Mad Men Season 7 is now on Netflix Netflix
Jonathan, please add me to your LinkedIn network LinkedIn
Rachel Jetson’s invitation is awaiting your response LinkedIn
12 Event Picks: Jill Melnicki, Andrea Pollan and 3
friends are going to these upcoming events
Eventbrite

ACCENTUATE YOUR
CALL TO ACTION
16

THIS?
Your peers at Princeton—along
with those at Harvard, MIT,
Stanford, and Yale—are already
taking advantage
of this special invitation.
Will you?
Accept your invitation!
OR THIS?
taking advantage
of this special invitation.
Will you?
I ACCEPT!

THIS?
Congratulations—you’ve been
selected to join one of the country’s
most elite societies!
taking advantage of this special
invitation. Will you?
OR THIS?
Congratulations—you’ve been
selected to join one of the country’s
most elite societies!
taking advantage of this special
invitation. Will you?
I ACCEPT!I ACCEPT!

TAG
YOUR IMAGES
17

nytimes.com/
todaysheadlines
theskimm.com politico.com/
politicoinfluence
vox.com/
vox-sentences

@jrick jonathanrick.com/
newsletter
jonathanrick.com/
presentations

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17 Secrets Every Email Marketer Should Know

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