7 EMAIL MARKETING MISTAKES ADE HOW TO AVOID THEM · to Email Marketing, but it's an entirely...
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1/21/2011 1 Giovanni Gallucci 7 EMAIL MARKETING MISTAKES I MADE & HOW TO A VOID THEM DJ Waldow Hi. My name is Giovanni Gallucci. I'm an expert in my field, a professional who excels in Social Media. I'm actually a recovering .NET programmer turned tech evangelist and internet marketing consultant. I thought my Social Media skills would translate easily to Email Marketing, but it's an entirely different animal! When I began my email marketing endeavors, I made a ton of mistakes. The good news is that I learned quite a bit from those missteps and was able to turn it around and create a successful program. Avoid my mistakes and save yourself the headache.
Transcript of 7 EMAIL MARKETING MISTAKES ADE HOW TO AVOID THEM · to Email Marketing, but it's an entirely...
1/21/2011
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Giovanni Gallucci
7 EMAIL MARKETING MISTAKES I MADE & HOW TO AVOID THEM
DJ Waldow
Hi. My name is Giovanni Gallucci. I'm an expert in my field, a professional who excels in Social Media. I'm actually a recovering .NET programmer turned tech
evangelist and internet marketing consultant. I thought my Social Media skills would translate easily
to Email Marketing, but it's an entirely different animal! When I began my email marketing
endeavors, I made a ton of mistakes. The good news is that I learned quite a bit from those missteps and was able to turn it around and create a successful program. Avoid my mistakes and save yourself the
headache.
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Oh. Hi there. My name is DJ Waldow. I’m the Director of Community at Blue Sky Factory. I’m known to eat, sleep, breathe, and sometimes
dream email marketing. Any conversation that involves the cross-pollination of email
marketing (Batman) and social media (Robin) gets me pumped.
My role today is to add some “color” to the 7 mistakes that Giovanni made.
Obligatory disclaimer: My employer, Blue Sky Factory, powers Giovanni’s emails.
MISTAKE #1
Purchasing an email list.
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3 WAYS TO FIX MISTAKE #1Purchasing an email list.
1.(Don’t do it.)2.Segment and/or metered send.3.Grow your list organically.
MISTAKE #2
Sending to an old email list.
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3 WAYS TO FIX MISTAKE #2Sending to an old email list.
See Slide #5
MISTAKE #3
Sending emails with inconsistent branding.
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3 WAYS TO FIX MISTAKE #3Sending emails with inconsistent branding.
1.Same logo.2.Seamless email to website transition.3.Similar/same navigation.
MISTAKE #4
Dumping email addresses from business cards onto your list.
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3 WAYS TO FIX MISTAKE #4Dumping email addresses from business cards onto your list.
1.(Don’t do it.)2.Ask for permission.3.Add on the spot.
Read Blog Post
MISTAKE #5
Employing a “batch & blast” or“spray & pray” strategy.
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3 WAYS TO FIX MISTAKE #5Employing a “batch & blast” or “spray & pray” strategy.
1.Relevant content.2.Frequency.3.Subscriber preferences.
MISTAKE #6
Not understanding *why* youare doing email marketing.
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3 WAYS TO FIX MISTAKE #6Not understanding *why* you are doing email marketing.
1.Ask before you send.2.Create metric goals for each campaign.3.Use an analytics tool.
MISTAKE #7
Sending emails sporadically(no consistency).
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3 WAYS TO FIX MISTAKE #7Sending emails sporadically (no consistency).
1.Create an editorial calendar.2.Set up weekly campaign (Feature Friday).3.Reimagine content.
CONTINUE THE CONVERSATION
DJ WALDOW, BLUE SKY FACTORY GIOVANNI GALLUCCI
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PICTURE CREDITS
• Slide 4: james_nash• Slide 6: loozrboy• Slide 8: izatrini• Slide 10: jaaronfarr• Slide 12: msimdottv• Slide 14: debord• Slide 15: financialaidpodcast• Slide 16: burge5000
*All images are from Flickr (Creative Commons)
