Getting To Know Email Marketing Automation - a presentation by Lon Safko and Michal Leszczynski for GetResponse.

1. LonSafko.com #GRAutomationHub

2. • Spent most of my career as an entrepreneur, innovator, president and CEO.
• An innovator for more three decades founding 14 start-up companies.
• Invented the “First Computer To Save A Human Life”.
• 18 Inventions & 30,000 personal records in the Smithsonian Institution, Washington, D.C.
• Invented the first voice recognition and the first home automation for the disabled.
• Invented the first three-dimensional virtual environment.
• Invented the first integrated computer system for the physically disabled.
• Invented the archetype for Apple Newton and Microsoft’s Bob operating systems.
• Invented “Tool-Tips”, and first software user’s guides.
• Has 14 Inventions in the Computer History Museum, Mountainview, CA
• Awarded 3 patents on three-dimensional Internet advertising
and “Virtual-Electronic-Retailing”
• Awarded 125 software copyrights, trademarks, a dozen signature marks.
• Recipient of The Westinghouse Entrepreneur of the Year Award.
• Recipient of The the Arizona Software Association’s Entrepreneur of the Year Award.
• Recipient of The the Arizona Innovation Network’s Innovator of the Year Award.
• Recipient of The Public Relations Society of America’s ”Mark of Excellence” Award.
• Recipient of The A.A.P.A.’s Award of Excellence for the Western Hemisphere.
• Twice nominated Entrepreneur of the Year by Ernst & Young / Inc. Magazine.
• Recognized by the Department of Veteran’s Affairs and the Phoenix Mayor’s Council.
• Featured in Entrepreneur Magazine, Inc. Magazine, PC Novice, Popular Science,
& New York Times.
• Nine time published author and author of the Best Selling “The Social Media Bible”.
• Now in its Third Edition and hit #1 on Amazon in both their Marketing & Business
categories.
• Appointed USA Today CEO Advisory Board, the first SCORE Ambassador.
• “Professional Blogger“ for Fast Company.
• Author of The Fusion Marketing Bible, now #3 on Amazon & Patent Pending!
LonSafko.com
Lon Safko

3. Email Marketing Services

4. LonSafko.com
Software that manages your email lists, enables you to efficiently
maintain your user lists, and sends email messages easily and
inexpensively (or often free).
Provides sign up for your mailing list using a form on your website.
Confirms their request to be added to the list “double opt-in".
Unsubscribe from your list, upon demand.
Spam: “Unsolicited Commercial Message”
(Controlling the Assault of Non-Solicited Pornography and Marketing).
Ensures that you are in compliance with the 2004 CAN-SPAM Act and
the Canada Anti-Spam Law (CASL)
Provides web analytics about your recipients via a web site; including:
hard & soft bounces, open rates, pass alongs, click-throughs, and
opt-outs.

5. Email Marketing
Service Providers

6. Contact Management
Your relationships with your customers are important!
Many Email Service Providers (ESP), will offer easy-to-use tools that provide an
interaction history for each of your customers, mail-merge personalization, and
custom fields for learning more about your contacts.
They will track:
• Double Opt-In
• Opt-Out
• The 2004 CAN SPAM Act
• The Canada Anti-Spam Law (CASL)
• 10 Days to remove
• Fine: $2m per email message
• Soft Bounce
• Hard Bounce
• Bounce Grading and Automatic Removal
LonSafko.com

7. Ready Made Templates

8. Hundreds to Choose From
Choose from hundreds of fully customizable designs and layouts, including
postcard, one-column, and multi-column formats.
Fully Customizable
Start by selecting your favorite template. Then make it completely yours by
adding your logo, images, brand colors, and text.
Inbox-Tested
These email templates are rigorously tested on dozens of email clients to look
great in your customers' inboxes.
LonSafko.com

9. Easily Customized
Templates

10. Drag & Drop Editing
Drag & Drop Editing lets you perfect your messages from one web page
location. Add images, change margins, and save your brand's color swatches
in just a few clicks.
Drag-and-Drop Blocks
Never fuss with HTML again. Select, edit, delete, move, and even swap images
and blocks of text in your messages.
LonSafko.com

11. HTML Customizable
Templates

12. HTML and Design Views
HTML and design views that show you how your HTML becomes messages
exactly the way that your contacts will see them.
Be able to toggle between the two views as you perfect your messages.
LonSafko.com

13. Deliverability

14. When you work hard on a message, you want it to reach your contacts. That's
why messages sent through an Email Service Provider doesn't take detours:
they don't fall into spam traps, wind up in junk mail folders, block by email
servers, or earn you a spot on blacklists.
Email Service Provider are the industry’s top email delivery companies following
strict guidelines to ensure your email’s success rates.
They have a dedicated email delivery teams that helps you create deliverable
messages so they stay Whitelisted, so you aren't Blacklisted!
LonSafko.com

15. Social Media
Email Marketing

16. You need to be part of the social conversation!
Your email marketing needs to be social.
Your Email Service Provider should have easy-to-use social media marketing
tools for Facebook or Twitter
They should be able to save draft posts, schedule messages ahead of time, and
even track your results without switching between applications in order to see
your results.
Email to Social Media
Every email you send through your ESP should seamlessly echo through social
media networks in the form of likes, retweets, shares, and more.
Be able to add social media sharing buttons to your emails, and start promoting
your newsletters on your Facebook wall and in your Twitter feed.
LonSafko.com

17. Sign-Up Forms
Add a sign-up form to your Facebook page so your fans will become your email
subscribers too.
Social Media Tracking
Show you which of your messages attract the most likes, clicks, comments, and
retweets.
Facebook
So you can share your ideas on the world's most-popular social network by
starting a conversation by posting any link, photo, or message.
Twitter
Give your Twitter followers what they want: exclusive deals, breaking news, and
the best content from your business.
LonSafko.com

18. Email Marketing
Service Costs

19. Monthly Costs
• Range: Free up to $5,000
Generally…
LonSafko.com
Your List Size USD
0 - 1000 15 USD
1001 - 2,500 25 USD
2,501 - 5,000 45 USD
5,001 - 10,000 65 USD
10,001 -25,000 145 USD
25,001 - 50,000 250 USD
50,001 + 450 USD/ Call

20. Simple Email
Automation

21. LonSafko.com
Outlook
Mailing List Manager And Edit Mailing List Rule

22. LonSafko.com
Outlook - Rules
Rules help reduce manually filing or taking the same action when a similar
message arrives. Rules are always on and run automatically.
For example, when a message is received from a specified person, it’s
automatically moved to the folder that you designate.
The Rules Wizard helps you design rules to manage messages. Rules fall into one
of two categories — organization and notification.
The Rules Wizard includes templates for the most frequently used rules, which
include the following:

23. LonSafko.com
Stay Organized
These rules help you file and follow up on messages. For example, you can create
a rule for messages from a specific sender, such as Sarah Smith, with the word
"sales" in the Subject line, to be flagged for follow-up, categorized as Sales, and
moved to a folder named Sarah’s Sales.
Stay Up to Date
These rules notify you in some way when you receive a particular message. For
example, you can create a rule that automatically sends a message to a mobile
device when you receive a message from a family member.
Outlook - Rules

24. Email Drip Campaign

25. LonSafko.com
Email Marketing Flowchart

26. LonSafko.com
Email Marketing Flowchart
Using Outlook

27. LonSafko.com
My Book Email Flow Chart
Advanced
• You can also send different auto-responders depending what your prospects click on.
• Send coupons within x days of order.
• Send emails based on buying habits

28. List Building

29. LonSafko.com
• Ultimately, it all comes down to “List Building”. "The money is in the list".
• And... Building your list comes down to “Fish Food” and “Great Content”!
• Fish Food = White Papers, Tools & Tips, Podcasts, Training Videos,
Spreadsheets, Survey Results, Studies, etc. = Great Content!
• And lastly... Integrity!
• Have a good Privacy Policy with integrity and stick to it.

30. LonSafko.com
List Building Using Outlook
Example:
• “Email Marketing Cheat Sheet”
• Must have “GetResponse Request” in the Subject Line
• And.. Get these slides from www.LonSafko.com.

31. Best-In-Class
Email Marketing Service
Provider

32. Other List Building
Techniques

33. • Embedded sign-up forms
• Pop-ups
• Landing pages
• Apps
• Webinars

35. GetResponse
Marketing Automation Features

37. • Encourage completed purchases
• Keep customers coming back
• Lead nurturing strategy
• Notify sales representatives
• Reengage inactive customers
• Up-sell and cross-sell

39. Q&A

40. Visit GetResponse Marketing Automation Hub
Spread the news #GRAutomationHub
LonSafko.com
Thank you!