Email marketing strategy and a handful of useful tips that were shared at #TechPHX in Tempe, Ariz. Advice is geared toward an entrepreneurial and small business audience. Questions? Just ask: @joemanna
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.