Is it still okay to batch-and-blast email? Once I’ve acquired an address, my work as a marketer is done, right? Should my emails be buttoned-up and reflective of my company’s strict corporate personality? NO. Join us as we bust these and other email marketing myths. WhatCounts’ Inbound Marketing Manager, Tim Brechlin, and Joy Ugi, Digital Marketing Coordinator, will explore the test cases, bust the myths, and show you the right way to approach your email marketing. Don’t fall for the myths and the urban legends: Let us show you the way. After this webinar, you’ll love email just as much as we do. Sign up now!

1. We Email
SIX EMAIL MARKETING
MYTHS BUSTED

2. TWEET!
2
• Follow us on Twitter:
• @WhatCounts
• @timbrechlin
• @ugigirl
Today’s hashtag:
#MythsBusted

3. TODAY’S SPEAKERS
3
TIM BRECHLIN
Inbound Marketing Manager, WhatCounts
Email: tbrechlin@whatcounts.com
Twitter: @timbrechlin
JOY UGI
Digital Marketing Coordinator, WhatCounts
Email: jugi@whatcounts.com
Twitter: @ugigirl

4. AGENDA
• Introductions
• Six Email Marketing Myths Busted
• Your Questions Answered
4

5. MYTH THE FIRST
“Once I’ve acquired an email address,
I’ve done my job”
5

6. BEYOND ACQUISITION
• While the email is valuable…
• What more can you get?
• Your job never ends
• The more data you have, the
better email you can send
• WhatCounts’ progressive
profiling has driven SEO
improvements, sales
engagements and allowed
identification of marketing
gaps
6

7. MYTH THE SECOND
“Being ‘true to my brand’ means I have to
be buttoned-up and dry with my
communications”
7

8. MYTH THE SECOND
“Being ‘true to my brand’ means I have to
be buttoned-up and dry with my
communications”
The Truth: Go With What Works
(Or Just Get Weird With It)
4 out of 10 people say their inbox is
stuffed with marketing email: If you aren’t
being creative, you aren’t trying
8

9. MYTH THE SECOND
9

10. MYTH THE THIRD
“Email is Dead”
10

11. MYTH THE THIRD
“Email is Dead”
11

12. MYTH THE THIRD
“Email is Dead”
The Truth: Follow the Money
12
Approx. cost: 1 cent per email
Cost of send: $2,400
Revenue: $11,345
ROI: 3.7x

13. MYTH THE FOURTH
“I Can Make an Impact
Without Offering Value”
13

14. MYTH THE FOURTH
“I Can Make an Impact
Without Offering Value”
The Truth: Without any value proposition,
You’re not just wasting
the subscriber’s time.
You’re wasting yours.
14

15. MYTH THE FIFTH
“Blasting” Email is The Way to Win
15

16. MYTH THE FIFTH
“Blasting” Email is The Way to Win
The Truth: Email isn’t dead.
But batch-and-blast is.
16

17. MYTH THE FIFTH
Do you want to get into the inbox?
Then send timely, targeted, relevant
email to engaged subscribers.
Sending just a few emails to unengaged subscribers can
cause significant drops in inboxing at major ISPs / inbox
providers.
17

18. MYTH THE SIXTH
“There is a ‘best time’ to send email”
18

19. MYTH THE SIXTH
“There is a ‘best time’ to send email”
19

20. MYTH THE SIXTH
“There is a ‘best time’ to send email”
The Truth: What Moves
The Needle For You?
20

21. MYTH THE SIXTH
The Truth: You’re not your competitors.
Don’t follow the leader.
Industry averages are worthless.
Do a 168-hour metered send and
determine when your list responds
most.
21

22. THE MYTHS
• List acquisition is the be-all, end-all
• Your emails must be 100% reflective of your brand
• Email is dead
• Your emails can have impact without value
• “Blasting” emails still works
• There’s a “best time to send email”
22

23. THE MYTHS
• List acquisition is the be-all, end-all
• Your emails must be 100% reflective of your brand
• Email is dead
• Your emails can have impact without value
• “Blasting” emails still works
• There’s a “best time to send email”
23

24. QUESTIONS?
24

25. REACH OUT TO US
25
WhatCounts
3630 Peachtree Road, NE
Suite 900
Atlanta, GA 30326
1-866-804-0076
www.whatcounts.com
Twitter: @whatcounts
sales@whatcounts.com