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Go FULL THROTTLE with
   Email Marketing

@joemanna         #techphx
Is email dead?
$1   INTO          $44

            Direct Marketing Association (2011)
In any given week,
   less than 0.5%
  of Facebook fans
engage with brands.

             Marketing Science (2012)
58% of consumers start
their online day by
reading their email
... 20% begin on search engines
... 11% check their Facebook

                              ExactTarget (2010)
Do I measure the
   response to my
marketing campaigns?
Am I getting the right
     customers?
If I had 20 new
customers tomorrow,
 how would I serve
         them?
There s a proven strategy that
  answers these questions.
Infusionsoft’s Perfect Customer Lifecycle
Infusionsoft’s Perfect Customer Lifecycle
• Social Media
• Paid Media
• SEO / SEM
• Networking
                 Attract Traffic
• Landing Pages
• Contact Forms
• Lead Magnets

                  Capture Traffic
• Goal-Oriented
• Lead Qualification
• Trust-Building

                   Nurture Traffic
Why bother?
•  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 with
loyal customers.


Lifecycle Marketing is a great strategy to not only
generate leads, but to close them, too.


Plan your marketing campaigns around specific
goals, provide value and play by the rules.
insft.co/lifecyclemarketing




insft.co/techphx
Let me know if you have any questions or comments!


Twitter: @joemanna
Blog: joemanna.com
Email: joseph.manna@infusionsoft.com


                       Thanks!

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Go FULL THROTTLE with Email Marketing (#TechPHX)

  • 1. Go FULL THROTTLE with Email Marketing @joemanna #techphx
  • 3. $1 INTO $44 Direct Marketing Association (2011)
  • 4. In any given week, less than 0.5% of Facebook fans engage with brands. Marketing Science (2012)
  • 5. 58% of consumers start their online day by reading their email ... 20% begin on search engines ... 11% check their Facebook ExactTarget (2010)
  • 6.
  • 7. Do I measure the response to my marketing campaigns?
  • 8. Am I getting the right customers?
  • 9. If I had 20 new customers tomorrow, how would I serve them?
  • 10. There s a proven strategy that answers these questions.
  • 13. • Social Media • Paid Media • SEO / SEM • Networking Attract Traffic
  • 17. •  Trust is earned, not assumed •  People seek answers to their problems •  Relationships > Transactions •  Better customers. Better service.
  • 18. 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.*  
  • 19. 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.
  • 20. Email is still a viable medium to communicate with loyal customers. Lifecycle Marketing is a great strategy to not only generate leads, but to close them, too. Plan your marketing campaigns around specific goals, provide value and play by the rules.
  • 22. Let me know if you have any questions or comments! Twitter: @joemanna Blog: joemanna.com Email: joseph.manna@infusionsoft.com Thanks!