1. Pick a goal.2. Define success. (page views, long reads, replies).3. Build the email for that specific goal / success.4. Everyone loves options (for the same thing).5. Rinse, lather, repeat.
Stop with the Swiss Army Knife emails.
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3MEASURETWICE,CUTONCE.
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3MEASURETWICE,SENDONCE.
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Personalization works.
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Dear Tom,
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It’s because I love my name.It’s a great name.The best name.
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stick with the basics
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#protipNothing is more impersonal than screwing up personalization.
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defaultValue
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{{ first.name }}
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Customer
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* Personalization cheat sheet: *
1. Does it work with a real contact?
2. Did you set up a default value?
3. Make sure it matches.
4. Don’t get too personal.
5. Test. Test. Test!
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4
NOREPLY?I THINK YOUMEANT“NO OPEN”
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Noreply is the worst.
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Personalize that From address.
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Make it from a real person.
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Replies rule the roost.
Opens are good.
Clicks are definitely better.
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#obviousINBOUNDprotip
If someone replies, they’ll open and click
more emails later.
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STOPWITH
THETUESDAY
ALREADY!
5
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TUESDAYThursday
Wednesday
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Want an open?
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Friday or Monday(if you really need to send during the workweek)
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Sunday or Saturday(If you want to live a little and try a weekend.)
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Tuesday, Wednesday, & Thursday
are dead to me.
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This is why we can’t have nice things.
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NOTHING SAYS
I LOVE YOU LIKE …
6
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Buying someone’s deets from a 3rd party.
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What about the names of list sellers?
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engagement
importsforms
#unsurprisingstatoftheday4Xof contacts from
#inboundworks#youcantbuyhappiness
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Remember 2015?
imports
forms
3X
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#inboundsgettingbetter
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EMAILIS
NOTYOUR
SCRATCHTICKET
7
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Some bad news.
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SPAM
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The definition has changed.
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graymail/ɡrāmāl/
Bulk messages that aren’t technically spam, because you did get permission, they’re somewhat targeted, and you’re a legitimate sender, but …
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graymailtl;dr
They’re just not that into you.(anymore)
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How do you know?
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They’ll tell you by not opening.
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do you remember?
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77.7%
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25.9%
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Probability of an open after being ignored
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Probability of an open after being ignored
totally100%
graymail
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No Lloyd.
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Suppress folks who aren’t engaging.
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Live to email another day.
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HubSpot customer?
Sends Since Last Engagement
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Stop being that marketer.Don’t send graymail.
Start suppressing unengaged folks*.
*When you do, the inbox providers and protectors will like you more, way more.
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What to do when a storm rolls in.
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1. What’s it really mean.2. How worried should you be.3. What should you do next.
What to do when a storm rolls in.
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WHATDO I DO WHENTHEY UNSUBSCRIBE? 8
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Unsubscribes: What do they really mean?• You can’t please everyone all of the time.• Be very happy they didn’t mark you as spam.
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Unsubscribes: How worried should you be?• Not very. Look at the rate across similar sends.• Look for what changed: sources, content, or
frequency.
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Unsubscribes: What should you do next?• Spot check some contacts.• Find the what changed.• Consider suppression or fewer emails for your
borderline unengaged.
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WHATDO I DO WHENTHEY STOP OPENING? 9
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Falling opens: What do they really mean?• Not inboxing.• Missing expectations.• Get ready for worse.
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Falling opens: How worried should you be?• Worried. This will not go unnoticed.• Next comes Spam Complaints and Unsubs.• If you’re not having inbox issues, you will be
before long.
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Unsubscribes: What should you do next?• Suppress unengaged.• Look for source problems.• Focus on subjects. Test. Test. Test.
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WHATDO I DO WHENTHEY MARK ME AS SPAM? 10
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SPAM: What do they really mean?• Your reputation is at risk.• Inbox problems ahead..• Blacklistings.
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SPAM: How worried should you be?• Very worried. Something is wrong.• Find the cause now: new source, bad forms,
missed expectations.• Slow or stop sending until source found.
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SPAM: What should you do next?• Fix what’s broken.• Do not pass go.• Do not collect $200.
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#nerdprotipNo unsubscribes or spam complaints?
Killing it, right? Not so fast ...
They can’t unsub or mark you as SPAM from their junk folder.
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WHATTO DOWHENYOUWANT TO KNOW MORE.
11
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HOW TOBUILD
THE PERFECT
SUBJECT LINE.
12
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logistic regression
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find the perfect words
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to make people open!
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kinda dumb
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Dislike success? Try these!
Physicians Worry: Thinking Less Handwashing!
New Career: Bullying Webinar!
Hey! Eliminate Thinking, Welcome Pain…
#welcomepain #toosoon?
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If it sounds like the title of something that guy …
Read it out loud.
Start over.
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1. Customize & personalize.
2. Emojis actually work.
3. Read it out loud…
The best subjects, guaranteed!
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WHATDO I DO WHENEMAIL STOPS WORKING.
13
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engagement slips a bit
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harder to inbox
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the end is near
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the sky is not falling.
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4 A TINY REVIEW
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1. Please oh please, stop with the Tuesday!
2. Have the courage to suppress your unengaged.
3. Treat other inboxes as you would want your inbox treated.