Stuck in the slow lane with your email marketing? Get in the fast lane with CommuniGator! As a result of attending our Email Marketing and Digital Copywriting, over 90% of previous attendees have committed to change their content marketing strategy and many have gone on to work with us further. Join us to learn how to: - Develop your content strategy - Personalise your content: understand your audience - Top tips for proofing your content - SEO in your content - Creating lead nurturing content

1. EMAIL MARKETING &
COPYWRITING

3. • Our mission is simple. Enable businesses
to expand their email marketing lead
generation potential.
• We specialise in providing technology to
help you identify, nurture and qualify B2B
leads, meaning you can rapidly increase
sales.
• We know how to do it and do it well,
because we’ve been doing it for over 20
years.
Marketing Automation / Lead
Generation Specialists
• Delivering over 20 million emails per
week
• Technology platform or managed service
• Either buy it or we will host it for you
• Consultants on hand to help with your
lead generation marketing strategy
Independent & Privately Owned
• Based in Surrey, UK
• Young and dynamic
• Commercial terms for all budgets
• Project and product delivery
• Best practice as well as technology
• Dedicated Account Manager for all
• Unlimited technical support
• The HTML doctor

4. GatorMail GatorLeads GatorSocial GatorDocs GatorEvents
GatorExpress GatorInsights GatorCRM GatorData GatorSurveys
Marketing Automation &
Lead Generation Platform
14 DAY ALL
ACCESS FREE
TRIAL

11. WHY ARE WE TALKING ABOUT
CONTENT?
Successful content:
Big content broken
down into bite sized,
digestible formats
Lead Generation
content: Multi-tiered
campaigns across
inbound and
outbound marketing
channels
Key Trends: Mega
personalisation and
targeting are key
trends in email
marketing this year!

12. GRAMMAR RECAP101 copywriting
basics

13. www.hemingwayapp.com
TOOLS YOU CAN USE
101 copywriting
basics

14. How to build your
business personas
How personas affect
your marketing
Personalising your
content

15. WHO ARE YOU MARKETING TO?

16. Turnover
Company Size
Industry
Geography
Job Title
Function

17. How to build your business personas
Get to know your current client base!
What were their pain points?
What products did they buy from you?
What did they like/dislike about your
communications?

18. How to build your business personas
Writing your personas….
Address what they need to know to buy
Discover trends in your target audience
Find out how they like their communications!
Look for points of parity and points of disparity

19. Some questions to consider
• Who is your ideal customer?
• What are common objections your sales team face?
• What stops the buying process?
• Why do you win/lose to competitors?
• What are the most common problems you solve for customers?
• How do you justify the price of your product/service?

22. 1. What questions are they
asking?
2. What will they get from
reading your content?
3. How will reading your
content help them?
4. How can you solve a
problem they face every
day?
Sales
Article
LinkedIn
Can I
achieve…
How do I…?

23. How do you connect with one
person when talking to many?
• Use the word “YOU”
• Use real life analogies
• Make it sound like a 1-2-1
conversation
• Focus on enhancing your
audiences professional
development

24. Aim to make your
audience more
productive and
successful

25. Breaking down a
blog post
Headlines and
interactions
Editing

26. Breaking down a blog post…
Set the
scene or ask
questions.
One topic
per para
A strong
linked
summary
statement
Focus on the
best
sentence in
each para
Shocking
stats, facts
& quotes
work
Paragraphs
no more
than 4 lines
long!
Introduction Body of Text Conclusion

28. Make your content interactive and searchable.
Link to more info on the same topic.
Highlight a line to share on social!
Let people comment with their opinions.

29. PROOFING TIPS…..
1. Change the font and size family
2. Change the font colour to red
3. Double your paragraph spacing
4. Leave your work for few days
5. Read your sentences out loud
Imagine the content in your favorite newspaper…
Would you criticize the journalist for not doing enough research?
Stop reading because it got boring?
Would you want more information?

30. SEO Tips…..
1. Focus on key web pages
2. Introduce in your navigation bar
3. Make the keyword your content subject
4. Rewrite paragraphs to include keywords
5. Use keywords in the title, first paragraph
and sub titles
6. Do not use the keyword more than 2.5% in
your copy. (So 3 times for a blog of 300
words)​
7. Use supporting keywords to improve your
SEO rating

31. Plain Text vs HTML
The F in email & back
to basics
Subject lines that
work & those that
don’t

32. Headlines are pretty good as indicators, so that your
readers know the main points of what’s in your
paragraphs before (and whilst) they’re reading them.
Paragraphs
• Short, snappy sentences
• No bigger than about three lines each
• Using language that is easy to read (so no use of the
word
“pneumonoultramicroscopicsilicovolcanoconioses)”,
unless you really, really have to!)
• Listen: https://en.wiktionary.org/wiki/pneumonoultramicroscopicsilicovolcanoconiosis

33. Emails from a personal account get
opened.
Headline & first line most important
but must be different.
Ideal headline length is less than 100
characters
You have one sentence to make it
count!

34. Vicky, can we schedule a call for tomorrow?
RE: Meeting with CommuniGator
FW: Good Time to Call?
Coffee on the 20th Feb?
Why most webinars suck?
50% off our products
We really love this new product.

35. Hi Vicky,
Is your content marketing suffering? Don’t worry! We’ve got the solution. A 3
day copywriting course in London.
Are you interested?
You can book your place here.

36. • Free: we all like a bargain and even better if it’s free!
• Instant: Time is precious so offering something right away is much more appealing
• Easy: Keep it simple and make your audiences life easier
• You: Speak to your audience not about yourself!
• Secret: There are always secrets to success, and we all want to know them
• Act now: Encourage an action or an immediate response. (Limited offers are good here)
• Never: We are naturally attracted to negative words
• How to: Offer a fix to a problem to increase interactions with your content
• Real results: It’s what we all aim for!
• Proven: Tried and tested solutions are far more attractive

37. Discover Consider DecideIntrigue

39. Suspect. Intrigue
(blogs, videos, hints and tips)
Prospect. Discover
(whitepapers, guides, resources)
Prospect. Consider
(Product features, case studies)
Lead. Decide
(pricing, demos, requests)
LEAD NURTURING CONTENT

40. COLD UNENGAGED DATA: 0.93%-
COLD ENGAGED DATA: 6.49%-
WARM DATA: 11%-
HOT DATA: 17.24%-

42. GATOR WORKFLOWS

43. BLOG: 5 killer sales
opening lines
BLOG: 5 most
powerful words to
include in your
email opening lines
BLOG: 3 steps to
seeing the
individuals on your
website
BLOG: Your
marketing
automation
planning template
BLOG: What you need
to know about new
email marketing data
laws
BLOG: 5 Bad marketing
automation practices
that will make your
customers quit
GUIDE: How to
generate new business
with GatorLeads
GUIDE: Back to basics
guide on email
marketing
WHITEPAPER: The state
of B2B Marketing
automation
WHITEPAPER:
Generating leads in
your sleep
GUIDE: The
architecture of an
outstanding email
design
WHITEPAPER: Which
social media marketing
methods are best for
you
SOLUTION: Lead
Generation
Overview
SOLUTION: Marketing
Automation Overview -
email marketing
CASE STUDY: Equinix
CASE STUDY:
Carrenza
SOLUTION:
Marketing
Automation
Overview
SOLUTION:
Marketing
Automation
Overview
Demo Offer
Meeting Offer
NOTIFY
SALES

44. Quality over
Quantity
Content Boxes Final note

45. Qualityover Quantity
Create one great piece
once a quarter VS lots of
small pieces on different
topics

46. Suspect. Intrigue
(blogs, videos, hints and tips)
Prospect. Discover
(whitepapers, guides, resources)
Prospect. Consider
(Product features, case studies)
Lead. Decide
(pricing, demos, requests)

47. Soundbites

48. http://www.yourwebsite.com

49. We all want
the form fill
When identifying leads, your goal is to channel
them to the landing page.
The landing page provides the option of filling out
a contact form.
Explainer Video
Company, Product Info
Download
Presentations
Whitepapers
Case Studies
Contact Us
Identifying leads

52. WHITEPAPER in same
category
FEATURE in category DEMO OFFER
MEETING OFFER
DISCOVER
CONSIDER
DECIDE
CASE STUDY
NOTIFY
SALES

54. Content Audit &
Strategy
Blogs
Persona
Workshops
Emails
Whitepapers
Web Pages
Social

56. EVERY INBOUND WEB LINK SHOULD
HAVE A UTM SO YOU CAN TRACK:
Source – Where the URL was found
Medium – What digital channels are working for you
Campaign Name – Which campaigns they are coming from
Term – Which keywords drew your PPC crowd in
Campaign Content – Use to differentiate ads

57. 25th MAY 2018

58. This section serves only for informational purposes and is NOT
intended to be legal advice pertaining to the subject matter.
If you have additional questions on how this may affect your
organisation, you should consult your legal team or legal
representative.

60. Processed lawfully, fairly and in a transparent manner
Adequate, relevant and limited to what is necessary
Processed in an appropriate manner to maintain integrity & confidentiality
Accurate and, where necessary, kept up to date
Retained only for as long as necessary
Collected for specified, explicit and legitimate purposes

61. • Expanded definition of Personal Data
• New Principles (6 not 8) Transparency, accountability
• Consent
• Privacy notices
• Legitimate Interest
• PECR
• Recording consent and preferences
• Data Subject Rights
• Fines!

62. What the EU GDPR
Changes Mean For You
What the data changes
mean for your business
Your GDPR
Compliance Checklist
The GDPR questions
that kept me up at
night… answered!

64. SIGN-UP DATA PERFORMS BETTER – GENERALLY X8
THE BEST SIGN UP MOTIVATIONS?
1.Free iPad – NOPE
2.Entry to a competition - NOPE
FEED OUR THIRST FOR KNOWLEDGE
1. Easily visible and fast to enter
3. Latest whitepaper – YES
4. Industry report – YES

65. TRY IT, THEN IMPLEMENT IT

67. Email is the most used, most valuable and highly-prized
real estate on the Internet. This is why everyone wants it.

69. TOP 5 THINGS TO INCREASE
EMAIL MARKETING OUTCOME
TOP 5 THINGS TAKING UP THE TIME IN
AN EMAIL CAMPAIGN
1. Subject line 1.HTML design
2. From address 2.Bounce and unsubscribe management
3. Content 3. Data
4. Segmentation 4.Frequency of send
5. Layout 5.Content
QUICK WINS ARE AVAILABLE, PUT THE EFFORT
IN WHERE IT MAKES A DIFFERENCE

70. EMAIL SOCIAL
OPENS LIKES
CLICKS SHARES
RETWEETS

71. VIEW IN BROWSER IS A CLICK
CLICKED ON ARTICLE
CLICKED ON UNSUBSCRIBE

72. Deliverability

73. In 2016, email turned 45 and shows no signs of slowing down. In fact, it’s one of the
most widely used and trusted channels for people to communicate today.
But the dark side of email is spam. While today’s spam filters do a good job of
keeping junk out of our inboxes, many organizations also get caught in the crossfire
of the war on spam when their emails end up in the spam folder. If your subscribers
don’t see your emails, then they can’t open, click, and convert.
While the importance of reaching customers’ inboxes is undeniable, the reality is
that many messages are missing the mark. This year, on average, one in five
messages failed to reach the inbox. Global deliverability also experienced a slight but
steady decline quarter over quarter, with 24 percent of messages missing the inbox
in the last quarter studied.

74. DELIVERABILITY IS DULL AND BORING
IP Reputation
Authentication
DKIM
SPF Record Content
Engagement
Sending Domain Reputation

75. ESP SPAM JUNK CUSTOM
Infrastructure
Reported
Local
Not Reported

76. ESP
SPAM
JUNK
Office 365
Infrastructure
IaaS
Cloud
= Reported

79. ENGAGEMENT IS
NOW KEY

80. MAILBOX ACTIONS - POSITIVE ENGAGEMENT

81. BUILDING & MAINTAINING REPUTATION
If you send email, whether you know it or not, you have a sender reputation. Your sender reputation is a rating that helps
mailbox providers and spam filters determine whether your emails are trustworthy, safe and wanted.
Some of the metrics mailbox providers are likely to use when determining domain reputation are…
“This is not spam” rate
How many times a recipient went into their junk folder and marked a message from
this domain as “not spam”
Spam folder placement rate
Inbox placement rate
Complaint rate
How many times mail from this domain went into the spam folder due to IP address
reputation or content filters
How many times mail from this domain went into the inbox
How many times a recipient marked a message from this domain as spam

82. SEND SPEED / IP WARMUP
IP warming is the practice of gradually increasing the volume of mail sent via a dedicated IP address according to a predetermined
schedule. This gradual process helps to establish a reputation with ISPs (Internet Service Providers) as a legitimate email sender.
When an ISP observes email suddenly coming from a new or “cold” (i.e. recently dormant) IP address, they will take notice and
immediately begin evaluating the traffic coming from that IP.
1. 50
2. 100
3. 500
4. 1,000
5. 5,000
6. 10,000
7. 20,000
8. 40,000
9. 70,000
10. 100,000
11. 150,000
12. 250,000
13. 400,000
14. 600,000
15. Double Daily

83. Content is still a consideration, but many other
factors come into play such as IP address and
domain reputation, sending infrastructure,
engagement, complaints, and more. In addition,
content is a significant factor in individual
engagement, which in turn drives filtering.
It’s safe to say there’s no silver bullet, because there is a long list of criteria used in
determining whether a message should be considered spam. Every single mailbox
provider and anti-spam software has its own “secret sauce” when it comes to reading
and understanding the content of incoming messages.
There are certainly steps you can take to improve
the chances your messages will pass content
filtering…
Balance text and imagery
Check your HTML
Test, test, test
Don’t create messages as a single large image; this is a common spammer technique used in attempt to
bypass spam filters. Embedding large images in emails or using a lot of graphics can also slow the email
server’s ability to process mail. As a result, content spam filters will often flag such emails and stop delivery.
Most emails today are created in HTML, so having a nicely formatted HTML message is a good start. Broken
HTML can lead to a poorly rendered message and generate complaints if recipients believe it’s a phishing
attempt. Make sure your HTML is free of syntax errors and formatting errors.
Testing message content in a pre-deployment tool such as our Inbox Checker can help to identify
potential spam filter issues before you send. Once you identify content that is being flagged by spam filters,
continue testing to isolate what is causing the issues (subject lines, URLs/links, text, and/or images
1
2
3

86. Today there are more than 300 publicly available blacklists,
ranging from well-known and widely used lists to independent
blacklists. But not all blacklists are created equal when it comes
to the impact they have on your deliverability. In fact, anyone
can start a blacklist and decide what factors will result in being
listed.
Domain based
IP based
Spamhaus
URIBL
SURBL
Barracuda
SpamCop
Spamhaus
Office 365
Invaluement
Barracuda
Avoid using attachments
Include an unsubscribe
Send to small audiences
more frequently
Ask subscribers to add you
to their address book
Engagement based sending
Dont use large images / embedded
images
Full authentication on custom
domains
Segment send types (prospect /
suspect etc)
Don’t buy bad data and
spam people!
Lookup blacklist source
Evaluate impact and stop sending
Get your storyOnline delist submission?
Don’t be afraid to own up and say
sorry
Ask us for help!

87. 1. Time & Day Sending
GATORMAIL
FUNCTIONALITY
2. Batch Sending
3. Inbox Checker
4. Campaign Results
5. Confirmation Opt-In

88. 1. Sender Score – https://www.senderscore.org/
ONLINE TOOLS
2. Return Path – https://returnpath.com/
3. MX ToolBox – http://mxtoolbox.com/blacklists.aspx
4. CommuniGator - https://www.communigator.co.uk/
5. …and many more spam or reputation check sites

89. Sender Score is a number between 0 and 100 that identifies your sender
reputation and shows you how mailbox providers view your IP address.
Your Sender Score is like a bank running your credit score to
gauge your credit history.
A Sender Score Below 70 Gets Aggressively Filtered
Sender Score < 70
Sender Score > 70
Sender Score > 80
You need to repair your sender reputation.
Continue following industry best practices and optimizing your email program.
You have a great sender reputation.

92. EMAIL IS A KEY CHANNEL!

93. Subject Line
From Address
Preview text - usually the first
two or three lines of the
design.

94. Newsletter
Company Name
If you can’t read this email,
click here to view it in your
browser.

95. info@company.co.uk
Looks dodgy
CommuniGator
Looks Spammy
Simon Moss
Looks personal

99. Latest News
Download our whitepaper
January Newsletter
Free webinar next Tuesday
Dan, take a trial of X today
Offer must end Friday

107. Recipients scan headings
and do not read text
Heading and sub heading
copy is critical
Recipients scan down
the left margin
Large fonts work well

108. Key calls to
action and links
should be inside
the “F”

110. THE SECRET TO
A FANTASTIC
NEWSLETTER
• Have a reason for doing it!
• Send it to small defined groups
• Content match to group
• No more than three articles, well laid out
• Clear distinct calls to action that meet the
objectives

113. 15.3% AVERAGE OPENS
14.3% AVERAGE OPENS
12.8% AVERAGE OPENS 12.4% AVERAGE OPENS
12.5% AVERAGE OPENS
7.5% AVERAGE OPENS
6.4% AVERAGE CLICKS 3.5% AVERAGE CLICKS
9.9% AVERAGE OPENS
9.7% AVERAGE OPENS
13.4% AVERAGE OPENS
11.2% AVERAGE OPENS
8.2% AVERAGE
OPENS9.7% AVERAGE
OPENS

121. Lee Chadwick
Seminar: Lifting the Lid
on Email Marketing
Lee Chadwick
Calling all Email Marketers

122. Harriet Wooding
✪ Super Sub & Skills Starvation ✪
Harriet Wooding
Super Sub & Skills Starvation

123. Not Telling
Pubic Training Course
Not Telling
Public Training Course

127. Hi Simon,

131. 0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
0.60%
0.70%
1 2 3 4 5 6 7 8 9 10
Ave Click %

132. TEST, TEST & TEST!
[Optimization Summit] 3 Days to a Better Website ($300 Off Coupon Inside!)
(Value Exchange, Incentive)
Learn 3 tips that made 10,000 landing pages extremely successful
(Value Exchange, No Incentive)
Optimization Summit 2012 – Speakers List Now Up! + Save $300 Today
(Newsworthy, Incentive)
Quarterbacks aren’t the only changes being tested in Denver.
(Curiosity)
A scientific way to increase your conversions
(Benefits)
Do your landing pages pass this test?
(Fear)
TESTING DIFFERENT MOTIVATIONAL FACTORS….VIA SUBJECT LINES

133. TEST, TEST & TEST!
“FEAR” WAS THE WINNER – 125% MORE UNIQUE CTR’S
Source: Marketing Experiments
APPLY IT TO YOUR HOMEPAGE, PRODUCT
PAGES, BANNER ADS, PPC ADS…
DON’T JUST USE IN EMAIL

135. Once the lead’s email is obtained and they have clicked, use email marketing to
nurture it further, providing the lead with fresh content on a regular basis. This can
even be automated based on their behaviour on your website. Meaning you
communicate in a relevant and timely manner!
AUTOMATED EMAIL
CAMPAIGNS

137. TOP 5 AUTOMATED
WORKFLOWS
1. A welcome series for your website traffic
2. An exit intent/customer win back workflow
3. Email opt-in automated workflow
4. Quarterly campaigns
5. A one year customer workflow
bit.ly/1oVZun5

139.  Once a potential lead visits your website we’ll tell you who that company is – IP
Lookup
 With our data integration we’ll then tell you who works at that company and you can
purchase the email address or the ‘relevant’ person
 Put them into the relevant email campaign (single or series) based on what they
have looked at on your website
EMAIL RE-MARKETING CAMPAIGNS
Potential
lead
Visit
your
website
Get
contact
email
address
Send email
campaign(s)
When clicks we’ll show
you what the individual
has been up to. They
may even reply directly.

142. Marketing
Automation
Consultancy
Copywriting
Services
Social Media
Management
Email Design
Services
Lead
Generation
Services
GDPR Services

143. 2. What does UTM stand for?
1. What day, month & year does the GDPR come into force?
3. Name 4 things in a content treasure box
4. What age was email in 2016?
5. What’s your next email going to look like?
6. Which is the BEST email, lead gen and automation provider?

144. THANK YOU!Contact us to discover what we can do for you
Info@communigator.co.uk
CommuniGator.co.uk