Guidelines for the Email Marketing Lab Intensive from the 2014 #digicolab conference in San Diego

1. @PHOLLOWS
Email Marketing Intensive
Phil Hollows, CEO
Heather Solos, Community Manager
@FeedBlitz
feedblitz.com

2. Interrupt, Question, Clarify!

3. Why Care About Email Marketing?
“I get ten times more
response to my blog
from my email
subscribers
than I do from anyone
else.”
Seth Godin
FeedBlitz Client

4. Why Email Marketing Works
• Permission
• Commitment
• Engagement
• Relevance
• Timeliness
• Persistence

5. What We Will Cover Today
• Mobile and Responsive Design
• Growing your List: Forms
• Basic Metrics
• Mailing Frequency
• Multiple Lists
• Monetization
• Automation, Autoresponders and
Transactional Emails

6. MOBILE & RESPONSIVE
DESIGN

7. “Desktop” email on the phone
Don’t Do This to Mobile Readers

8. Same email, responsive layout – Legible, effective.
Responsive Design
Delivers on Mobile

9. FORMS

10. Generating List Growth
• Above the fold.
• Meaningful incentives.
• In the post footer, above the comments.
• Respectful popups.
• Don’t get complacent: Change and Test!
– Call to action text.
– Form location.
– Graphic elements.

11. METRICS

12. Key Metrics
• Sent
• Opens – Target 20%
• Unsubscribes
• Complaints
• Hard and Soft Bounces

13. MAILING FREQUENCY

14. Mailing Frequency
• At least weekly
• Consistently
• Specials and blasts

15. MULTIPLE LISTS

16. Generating List Growth
• By topic
• By frequency

17. MONETIZATION

18. Monetization
• Sponsorships
• Advertising
• Product and event promotions
• Closed / paid lists
• Product sales

19. AUTORESPONDERS AND
TRANSACTIONAL EMAILS

20. Autoresponders
• A fixed sequence of one or more emails
• 1-off
– Thank you for …
– Incentive fulfillment
• Multi-step
– Email courses
– Sales funnels
– Guided exploration to drive your traffic,
generate feedback

21. Automation with Triggers
• Automatically add / remove subscribers
based on events:
– When a subscriber joins a list
– When they unsubscribe
– When they finish an autoresponder series
• Use Case: Maintaining a Master List
– Subscribe triggers add to the master
– Unsubscribes remove from the master

22. Transactional Mailings
• Transactional mailings
– 80%+ open rate
– You can sell, market.
– Promotion can’t overwhelm transaction data.
• Landing pages
– Deliver incentives, promote action.

23. Parsers – Third Party Integration
• Add subscribers from third party systems
– Shopping carts
– Form plugins
• How they work
– The third party product sends an email to the
parser
– The parser interprets the email
– Rules in the parser add or remove the subscriber
to the relevant list

24. Thank You!
• Contact Us!
– Phil@FeedBlitz.com @phollows
– Heather@FeedBlitz.com @HeatherSolos
• For FeedBlitz clients:
– @FeedBlitz
– support@FeedBlitz.com
– Phone 978.776.9498 (9-5 eastern)