This session provides very clear basics for all of us doing email marketing.
1. Segment, segment, segment.
Divide your lists and speak to them. It’s smart. Sure, it takes more time than sending the same message to everyone, but it’s an intelligent way to tighten the message you give the people on your lists.
2. Clean the lists.
If you get bounces, or have addresses that never become conversions, never “click through,” legacy addresses, etc., they need to be purged. It is so much better to have a clean, smaller list than a dirty, big list.
3. Test different approaches.
Wonder what people like, what works? Test it? Send two different emails to portions of your list and see what is read more, what people click through, etc.
4. Be creative and hook people.
Avoid dull, standard language. Hook people with the subject line so they are curious and want to read the content.
5. Only use opt in lists. Don’t buy and spam.
Don’t be spammerific. It’s just not okay. Encourage people to opt in to your list, set expectations for how often they’ll get these emails, provide value to them. Don’t spam people.
I will get over the fact that Alex said “I hate math, I hate reading” and tried to attribute it to being 30. For the record, the 20-30somethings at Synotac dig both reading and math and are very active online. All at the same time. His point was that people are busy and don’t want to stop and read novels and need to be hooked. You can’t count on even your biggest fan to read something they think is routine or dull. You must engage them and brevity is always appreciated.