Helpful info for small business owners and entrepreneurs who want to learn more about the best practices of email marketing. Presented at PodCampAZ 2011 in Tempe, Arizona.

1. Email Marketing Essentials
Tips
to
Do
Email
Marke1ng
Right
Joe
Manna
|
@JoeManna
|
#PCAZ

2. About Me
• Worked in AOL Postmaster team
• Manages Infusionsoft’s online community
• Helps people with their email marketing
• Tweets a lot as @JoeManna

3. Why
Use
Email
Marke:ng
• Informative Newsletters
• Product/Service Announcements
• Customer Follow-up
• Lead Generation
• Lead Nurturing
• Sales
• Events
• Brand Awareness

4. Email
Marke:ng
is
NOT:
• Unsolicited (spam)
• Only to push products and services
• A way to make tons of money overnight
• A license to market to people indefinitely
• (Permission is never) assumed

5. “Email marketing is dead”

6. It isn’t.
Here are a few stats to consider…

7. Worldwide
Email
Accounts
(Billions)
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
2010
2011
2012
2013
2014
Source:
The
Radica:
Group,
Inc.

8. Email Stats
82% of Smartphone Users Check &
Send Email from their Devices
iPhone remains the dominant mobile
email client for opening emails
Sources:
Google,
Litmus/eROI

9. Spam Volume
Source: SpamCop

10. Among Corporate Email Users
Legit
Email
Spam
110 Emails Per Day (Average)
Source:
The
Radica:
Group,
Inc.

11. Inbox Placement
Source:
ReturnPath

12. What can we make of this?
• Email is continually evolving
• People get messaged a lot
• You’re up against a lot of spammers
• Personal inbox filters are problematic to
some
• Mobile (email) is a big deal

13. 10 TIPS TO HELP YOU ROCK
AT EMAIL MARKETING

14. 1. Always Get Permission
• It’s never assumed
• A business card is not permission
• Permission is solicited
• Aside from CAN-SPAM compliance,
actually increases campaign performance

15. 2. Go Confirmed Opt-In
• Email reputation will be cleaner
• Emails more likely to hit the inbox
• Truly confirms someone’s interest
• Insurance in the event of accidental spam
complaints
• More engaged, interactive list

16. 3. Never Bury the Unsubscribe
• Aside from promoting distrust, it has
damaging effects
• Unsubscribes are great feedback
• It’s never personal – it’s a part of the email
lifecycle
• Asking for the unsubscribe begets fewer
unsubscribes (!)

17. 4. Keep the Email Message Short
• No one wants to scroll endlessly for the
good stuff
• Mobile users have very limited real-estate
• Everyone is strapped for time
• Brevity is bliss.

18. 5. Be You, Not Your Business
• People connect with people on a list, not the
list sponsor
• Sign your emails with a personalized email
signature
• Include your photo, phone number and email
address
• Don’t send from an unmonitored “noreply”
account

19. 6. Don’t Send So Damn Much
• Be strategic in how frequent you email
your subscribers
• Consider their perception
• Stay in contact enough so they expect to
hear from you (Monthly/Bi-Monthly)

20. 7. Ditch the Newsletter
• Newsletters are rarely useful to people
• But if you do, make it exclusive and useful
• Automated email campaigns
(autoresponders) are great way to provide
valuable content
• Let people join your list with intent.

21. 8. Use Social Media for Content & Action
• Social media is a great place to acquire
and share content
• Use your emails to promote a social call to
action
• Highlight the best content you produced
recently
• Solicit responses from your list

22. 9. Segment Your Email List
• The most effective way to increase
engagement
• Divide your list into different groups.
(Example: All Customers, Product A,
Service B, Event C, etc…)
• Narrow email segments give you more
liberty to presume circumstances

23. 10. Use Professional Email Tools
• Let email service providers manage the
tech stuff. You should focus on marketing
• More professional appearance
• Affordable – sized right to everyone’s needs
• Recommended: Constant Contact,
MailChimp, AWeber, VerticalResponse,
Infusionsoft

24. 2 EMAIL MARKETING RISKS
TO WATCH FOR!

25. 1. Spam Complaints
• ISPs tolerate up to 0.1% (1/1000)
• Affects your email reputation (fingerprinting)
• Assumption is the #1 mistake we see
• Reconfirm permission every 6-10 months

26. 2. Wrong Message at the Wrong Time
• Always get comfortable with your email
marketing software before going all-in
• Realize that emails with attachments take
awhile to arrive in the inbox
• Not everyone is checking their email every
minute

27. Recap
• Email
marke:ng
is
a
great
method
to
engage
with
customers
• Email
marke:ng
requires
good
planning
and
discipline
• Social
media
complements
email
marke:ng

28. Questions?
• Twitter: @JoeManna
• Email: joseph.manna@infusionsoft.com
• U WANT MOAR?
25 Email Marketing Tips
Thank you! :-)