Published October 15, 2017
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On this episode of 'Inbound & Down,' co-hosts Jon Sasala and Danielle Esposito continue their miniseries discussion about key takeaways from inbound marketing and sales platform HubSpot's 'Inbound 2017' conference, focusing on email.
We attended several incredible sessions at Inbound about email, so we decided to piece them all together for an overview to help you determine whether you're creating and utilizing it correctly.
Despite what you've undoubtedly been hearing to the contrary, email is not dead.
There are 1.7 billion global email users, and 61% of consumers want to be contacted by brands through email. So, if email is still one of the most effective ways to communicate with your audience, why are your emails failing?
Keynote speaker, marketing coach, consultant, and CEO of marketing firm Design That Speaks! Arvell Craig, shared the answer during his panel "The Minimum Viable Email Sequence," explaining that emails fail for several reasons, including:
Email segmentation and "still sending to people who don't open their emails" really struck a chord with us. We're so concerned with growing our email list that sometimes, we forget to clean it up. HubSpot Email Product Manager Tom Monaghan gave us step-by-step guidance on how to clean up your lists and try to get people to re-engage, in his session "When I Grow Up I Want to Be an Email Marketer (Said No Kid Ever)."
First, export your contacts that bounce, and unsubscribed. Then you can begin to re-engage your contacts. Among his shared wisdom on this topic:
1. Stop sending to people.
2. Let them "chill" for about 60 to 90 days.
3. (a) Segment like a boss: Segment the list of people who don't engage into two lists:
3. (b) Then, find something awesome to say to them. Be empathetic, and say something real, such as "We missed you."
4. Send this email to list 1, but not list 2. Delete list 2.
Of course, no "Inbound Takeaways" episode would be complete without sharing a list of email best practices we learned from Arvell Craig, Tom Monaghan, and HubSpot Team Manager for the North American Lead Nurturing and Automation Team Marwa Greaves, who held the informative session "Rethinking Emails: It’s Not Dead But It Is Different."
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