17 Secrets Every Email Marketer Should Know

Download 17 Secrets Every Email Marketer Should Know

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  1. 1. (800) 920-7227 / pinpointe.com
  2. 2. (800) 920-7227 / pinpointe.com Webinar brought to you by
  3. 3. (800) 920-7227 / pinpointe.com FEATURED SPEAKER Jonathan Rick The Jonathan Rick Group http://jonathanrick.com (202) 596-1882 hi@jonathanrick.com @jrick MODERATOR Eryn Branham Pinpointe On-Demand ebranham@pinpointe.com (800) 920-7227 Serves as the president of the Jonathan Rick Group, a digital communications firm in Washington, DC Writes for publications including Mashable and Fast Company Teaches business writing at the University of Maryland
  4. 4. (800) 920-7227 / pinpointe.com WELCOME
  5. 5. (800) 920-7227 / pinpointe.com Email newsletters, an old-school artifact of the web that was supposed to die along with dial-up connections, are not only still around, but very much on the march ... Publishers seeking to stick out of the clutter have found both traction and a kind of intimacy in consumers inboxes. DAVID CARR
  6. 6. (800) 920-7227 / pinpointe.com Before During After
  7. 7. (800) 920-7227 / pinpointe.com Before
  8. 8. (800) 920-7227 / pinpointe.com IN PRAISE OF EMAIL 1
  9. 9. (800) 920-7227 / pinpointe.com 1 Simple
  10. 10. (800) 920-7227 / pinpointe.com
  11. 11. (800) 920-7227 / pinpointe.com 1 2 Simple Ubiquitous
  12. 12. (800) 920-7227 / pinpointe.com Emails got one advantage over everything else: it works everywhere. Anyone no matter how tech savvy or unsavvy, can use email from any device, from wherever they are, all the time. FARHAD MANJOO
  13. 13. (800) 920-7227 / pinpointe.com 1 2 3 Simple Ubiquitous Private
  14. 14. (800) 920-7227 / pinpointe.com Email is still a private space where you sometimes get a notice from your kids teacher or an encouraging word from your wife. Youre susceptible to a play on that weakness. JOHN DICKERSON
  15. 15. (800) 920-7227 / pinpointe.com 4 Ownership
  16. 16. (800) 920-7227 / pinpointe.com Scoble, Facebook and Plaxo: Whose Data Is It? LinkedIn Quietly Removes Tool to ExportContacts, Makes Users Wait Up to72 Hours for Their Data Archive
  17. 17. (800) 920-7227 / pinpointe.com 4 5 Ownership Engagement
  18. 18. (800) 920-7227 / pinpointe.com Id be surprised if 1% of my audience saw 100% of my social media posts, but Im confident at least 30% of my entire email list sees every single email I send out. MELONIE DODARO
  19. 19. (800) 920-7227 / pinpointe.com 5 6 6 Ownership Engagement Action
  20. 20. (800) 920-7227 / pinpointe.com Cool new apps aside, good old email remains, as any digital strategist will attest, the primary way of soliciting donations and activating supporters. TOM BARTLETT
  21. 21. (800) 920-7227 / pinpointe.com DONT CALL IT A BLAST 2
  22. 22. (800) 920-7227 / pinpointe.com When blast is used in reference to emails, it conjures up images of unwanted bulk emails invasively clogging thousands of inboxes at a time. And if youre trying to create and grow relationships with your customers, its easy to see that clogging their inboxes is not the way to go Your emails should be like a pleasant conversation among friends Friendly conversations will go much further than blasts that talk at your customers rather than with them. DAVE CHAREST
  23. 23. (800) 920-7227 / pinpointe.com CONVERT QUESTIONERS INTO ADVOCATES 3
  24. 24. (800) 920-7227 / pinpointe.com googlealerts-noreply@google.com noreply@facebookmail.com messages-noreply@linkedin.com digital-no-reply@amazon.com noreply@apple.com noreply@e.paypal.com no-reply@r.groupon.com no-reply@dropbox.com no-reply@yelp.com noreply@quora.com no-reply@email.zillow.com no-reply@kickstarter.com no-reply@dashlane.com noreply@mint.com noreply@feedity.com do-not-reply@nest.com donotreply@connect.match.com robot@craigslist.org
  25. 25. (800) 920-7227 / pinpointe.com Its a position that places the corporation's interests above customer convenience. It also takes away one of the inherent benefits of the Internet: the ability to easily interact via two-way communication. Its the online equivalent of those prerecorded telemarketing calls youre supposed to just listen to, since theres no one on the other end to hear you if you speak. JEANNE JENNINGS
  26. 26. (800) 920-7227 / pinpointe.com hello@bufferapp.com hi@qz.com news@pressinstitute.org newsletter@vox.com plus@slate.com bulletins@em.prweek.com info@compassionandchoices.org actionfund@ppfa.org
  27. 27. (800) 920-7227 / pinpointe.com Slack approached every help ticket as an opportunity to solidify loyalty and improve the service.
  28. 28. (800) 920-7227 / pinpointe.com NAME IT 4
  29. 29. (800) 920-7227 / pinpointe.com SENDER NAME Chief Chief Update Atlantic Media Strategies Digital Trends Index
  30. 30. (800) 920-7227 / pinpointe.com SENDER NAME Chief Chief Update Atlantic Media Strategies Digital Trends Index SHIFT Communications SHIFT Happens Hunter Public Relations The 511
  31. 31. (800) 920-7227 / pinpointe.com SEGMENT SUBSCRIBERS 5
  32. 32. (800) 920-7227 / pinpointe.com Geography Member Media Clients Prospects Partners
  33. 33. (800) 920-7227 / pinpointe.com Open Rate Click Rate Donation Rate Action Alert Rate Longevity Inactivity
  34. 34. (800) 920-7227 / pinpointe.com FOREGROUND YOUR SIGN-UP 6
  35. 35. (800) 920-7227 / pinpointe.com
  36. 36. (800) 920-7227 / pinpointe.com
  37. 37. (800) 920-7227 / pinpointe.com LABEL YOUR BUTTON 7
  38. 38. (800) 920-7227 / pinpointe.com
  39. 39. (800) 920-7227 / pinpointe.com
  40. 40. (800) 920-7227 / pinpointe.com WOO PEOPLE 8
  41. 41. (800) 920-7227 / pinpointe.com
  42. 42. (800) 920-7227 / pinpointe.com
  43. 43. (800) 920-7227 / pinpointe.com
  44. 44. (800) 920-7227 / pinpointe.com
  45. 45. (800) 920-7227 / pinpointe.com Coupons Never miss a sale. Exclusives Read Dear Abby before anyone else. Freebies Generate better leads with this free cheat sheet.
  46. 46. (800) 920-7227 / pinpointe.com
  47. 47. (800) 920-7227 / pinpointe.com 27 Tips on How to Get More Email Sign-Ups
  48. 48. (800) 920-7227 / pinpointe.com ALLAY THEIR FEARS 9
  49. 49. (800) 920-7227 / pinpointe.com Privacy Only from our cold dead hands will we ever rent out your email address. THE CLUB FOR GROWTH
  50. 50. (800) 920-7227 / pinpointe.com We will only email when we have something important or awesome to tell you. FIGHT FOR THE FUTURE Frequency
  51. 51. (800) 920-7227 / pinpointe.com Roach Motel Dont worry, you can unsubscribe at any time. BUFFER
  52. 52. (800) 920-7227 / pinpointe.com We hate spam as much as you do. THE JONATHAN RICK GROUP Empathy
  53. 53. (800) 920-7227 / pinpointe.com MAKE IT FRICTION- LESS TO SUBSCRIBE 10
  54. 54. (800) 920-7227 / pinpointe.com
  55. 55. (800) 920-7227 / pinpointe.com
  56. 56. (800) 920-7227 / pinpointe.com 750% Thats the increase in conversions that resulted when Orbit Media converted its link to a sign-up box.
  57. 57. (800) 920-7227 / pinpointe.com USE MULTIPLE CAPTURE POINTS 11
  58. 58. (800) 920-7227 / pinpointe.com
  59. 59. (800) 920-7227 / pinpointe.com
  60. 60. (800) 920-7227 / pinpointe.com
  61. 61. (800) 920-7227 / pinpointe.com
  62. 62. (800) 920-7227 / pinpointe.com
  63. 63. (800) 920-7227 / pinpointe.com During
  64. 64. (800) 920-7227 / pinpointe.com TEST YOUR FROM LINE 12
  65. 65. (800) 920-7227 / pinpointe.com Official Clinton Campaign 5:00 pm Official Clinton Campaign Shop 6:03 am The Briefing, Official Clinton Campaign Aug 5 Cory Booker Aug 4 Hillary Clinton Aug 3 Michelle Kwan Aug 2 Katie Dowd, Hillary for America Jul 30 Dennis Cheng, Hillary for America Jul 26 Beth Jones, Hillary for America Jul 21 Jasmin Harris, Official Clinton Campaign Jul 19 Rob Russo, Official Clinton Campaign Jul 18 Elan Kriegel, Official Clinton Campaign Jul 13 John Podesta, Official Clinton Campaign Jul 9 Robby Mook, Official Clinton Campaign Jul 5
  66. 66. (800) 920-7227 / pinpointe.com TEST YOUR SUBJECT LINE 13
  67. 67. (800) 920-7227 / pinpointe.com SUBJECT LINE 1. I will be outspent 1. Some scary numbers 1. If you believe in what were doing 1. Last call: Michelle and me 1. Would love to meet you 1. Do this for Michelle 1. Change 1. The most popular Obama 1. Michelle time 1. Deadline: Join Michelle and me 1. Thankful every day 1. The only thing the polls got right
  68. 68. (800) 920-7227 / pinpointe.com SUBJECT LINE THE HAUL I will be outspent $2,540,866 Some scary numbers $1,941,379 If you believe in what were doing $911,806 Last call: Michelle and me $894,644 Would love to meet you $755,425 Do this for Michelle $714,147 Change $711,543 The most popular Obama $659,554 Michelle time $604,813 Deadline: Join Michelle and me $604,517 Thankful every day $545,486 The only thing the polls got right $403,603
  69. 69. (800) 920-7227 / pinpointe.com SUBJECT LINE FROM Is The New York Times coverage of the super-rich alienating millennials? Columbia Journalism Review Congress is forcing itself into Iran nuclear talks Vox
  70. 70. (800) 920-7227 / pinpointe.com SUBJECT LINE FROM Is The New York Times coverage of the super-rich alienating millennials? Columbia Journalism Review Congress is forcing itself into Iran nuclear talks Vox How Vox aggregates - Nuzzel News Digest for Tue, Apr 14 Nuzzel Today in Tabs: Various Small Flames Today in Tabs Todays Headlines: Ex-Blackwater Guards Sentenced to Long Prison Terms in 2007 Killings of Iraqi Civilians The New York Times Daily Skimm: Get up offa that thing theSkimm Need to Know: How social media extends an articles life, an aggregator forced to explain itself, and why sources arent to blame for false reporting The American Press Institute
  71. 71. (800) 920-7227 / pinpointe.com SUBJECT LINE FROM Is The New York Times coverage of the super-rich alienating millennials? Columbia Journalism Review Congress is forcing itself into Iran nuclear talks Vox How Vox aggregates - Nuzzel News Digest for Tue, Apr 14 Nuzzel
  72. 72. (800) 920-7227 / pinpointe.com USE PREVIEW TEXT 14
  73. 73. (800) 920-7227 / pinpointe.com
  74. 74. (800) 920-7227 / pinpointe.com
  75. 75. (800) 920-7227 / pinpointe.com
  76. 76. (800) 920-7227 / pinpointe.com 30% Thats the increase in click-throughs that WeddingWire saw by testing preview text.
  77. 77. (800) 920-7227 / pinpointe.com The Ultimate Guide to Preview Text
  78. 78. (800) 920-7227 / pinpointe.com MAKE IT PERSONAL 15
  79. 79. (800) 920-7227 / pinpointe.com A persons name is to that person the sweetest and most important sound in any language. DALE CARNEGIE
  80. 80. (800) 920-7227 / pinpointe.com SUBJECT LINE SENDER Jonathan, 25% OFF & Vitamin BOGO limited time! CVS Jonathan, Mad Men Season 7 is now on Netflix Netflix Jonathan, please add me to your LinkedIn network LinkedIn
  81. 81. (800) 920-7227 / pinpointe.com SUBJECT LINE SENDER Jonathan, 25% OFF & Vitamin BOGO limited time! CVS Jonathan, Mad Men Season 7 is now on Netflix Netflix Jonathan, please add me to your LinkedIn network LinkedIn Rachel Jetsons invitation is awaiting your response LinkedIn 12 Event Picks: Jill Melnicki, Andrea Pollan and 3 friends are going to these upcoming events Eventbrite
  82. 82. (800) 920-7227 / pinpointe.com ACCENTUATE YOUR CALL TO ACTION 16
  83. 83. (800) 920-7227 / pinpointe.com THIS? Your peers at Princetonalong with those at Harvard, MIT, Stanford, and Yaleare already taking advantage of this special invitation. Will you? Accept your invitation! OR THIS? Your peers at Princetonalong with those at Harvard, MIT, Stanford, and Yaleare already taking advantage of this special invitation. Will you? I ACCEPT!
  84. 84. (800) 920-7227 / pinpointe.com THIS? Congratulationsyouve been selected to join one of the countrys most elite societies! Your peers at Princetonalong with those at Harvard, MIT, Stanford, and Yaleare already taking advantage of this special invitation. Will you? OR THIS? Congratulationsyouve been selected to join one of the countrys most elite societies! Your peers at Princetonalong with those at Harvard, MIT, Stanford, and Yaleare already taking advantage of this special invitation. Will you? I ACCEPT!I ACCEPT!
  85. 85. (800) 920-7227 / pinpointe.com TAG YOUR IMAGES 17
  86. 86. (800) 920-7227 / pinpointe.com
  87. 87. (800) 920-7227 / pinpointe.com
  88. 88. (800) 920-7227 / pinpointe.com nytimes.com/ todaysheadlines theskimm.com politico.com/ politicoinfluence vox.com/ vox-sentences
  89. 89. (800) 920-7227 / pinpointe.com @jrick jonathanrick.com/ newsletter jonathanrick.com/ presentations
  90. 90. (800) 920-7227 / pinpointe.com Try Pinpointes Email Marketing Solution for FREE. Easily create automated campaign sequences. www.pinpointe.com/get-started Select program & enter code PPTWEBNR Thank You! We appreciate you taking the time to watch this today! FOLLOW PINPOINTE for marketing tips & infoCHECK OUT OUR BLOG for more great marketing content http://www.pinpointe.com/blog/ twitter.com/pinpointe facebook.com/pinpointe linkedin.com/company/pinpointe