1. Welcome to
EMAIL MARKETING
Bootcamp
Best practices in email marketing and how to make it
work for you.
PRESENTED BY: MICHAEL REYNOLDS

2. Michael Reynolds
About Michael:
• President / CEO of SpinWeb
• Cellist
• Sushi connoisseur
• Tennis player
• Marketing/tech nerd
• www.spinweb.net

3. Email Data
When marketed through email, consumers spend 138% more than people
who don’t receive email offers. (Source: Convince and Convert)
!
91% of consumers use email at least once a day. (Source: ExactTarget)
!
44% of consumers made at least one purchase last year based on a
promotional email they received. (Source: Convince and Convert)
!
When asked which medium consumers would like to receive updates from,
90% preferred email, while only 10% chose Facebook. (Source: Nielsen
Norman Group)

4. Understanding Your Buyer
Create buyer personas and
target what they want to
hear about, not just your
product/service.

5. Email Goals
Weak email goals
• “Communicate with my audience”
• “Send content and information”
• “Run email promotions”

6. Email Goals
Strong email goals
• Generate more leads
• Nurture leads to be sales-ready
• Delight our clients

7. Email Software
Selecting the Right Software:
• Email Service Providers vs. Marketing Software
• What should we be paying for email software?
• Take advantage of Free Trials

8. Growing an Email List
List Growth Strategies:
• Webinar/offer/ebook/guide download
• During checkout on an ecommerce site
• Point of sale check out
• Social Media
• Share with a friend (utilizing current audience)
• Tradeshows/events
• During presentations
• Pop-up on your website

9. Keeping Your List Clean
Remove inactive email addresses. Don’t just keep
piling these on. Your giant list doesn’t matter if only a
small percentage are engaged. Sort out by unopened,
unclicked, etc. This could help keep your cost down if
your ESP/Marketing Software charges by the email send
or contact. This should happen every 4-6 months.

10. Email Segmentation
Divide and conquer
• Deliver the right message
• Deliver it to the right person
• Deliver at the right time

11. Email Segmentation
4 out of 10 subscribers reported
that they’ve marked emails as
spam simply because they were
irrelevant.
MarketingSherpa 2011

12. Email Segmentation

13. Email Content
Say no to the “newsletter”
• Keep email campaigns short
• One call to action per email
• Send high-value content

14. High-value Content

15. Subject Lines
Weak subject lines
• October eNews
• Acme Newsletter
• May Updates from Acme

16. Subject Lines
Strong subject lines
• [Ebook] How to do this amazing thing
• [Webinar] The secret to this amazing thing
• [Acme] What question can I ask that will
intrigue you?

17. Comparison of Metrics

18. Email is Magical
“People do still open and read email, if it’s worth
it. If it’s brief. If there’s only one call to action per
email. If you don’t have a return address like
pleasegodneverhitreply@donttrytotalktoahuman.com.
If you are human with them.”

19. Email is Magical
Twitter followers - 262K followers.
Google+ - 126K
chrisbrogan.com - 200K unique viewers.
Email newsletter - 39K
“Guess where I get 10 times more action than
ANY other platform? Email. That whole huge
media empire and email is what makes me
money, pure and simple, cut and dry. “

20. Welcome to
EMAIL MARKETING
Bootcamp
Best practices in email marketing and how to make it
work for you.
PRESENTED BY: MICHAEL REYNOLDS