142: The Secrets to Unlocking the True Power of Email Marketing ft. David Cartolano
Jan 4, 2024
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David Cartolano, email marketing expert, shares strategies on increasing deliverability, conversions, and winning back subscribers. He discusses the impact of joining a mastermind, transitioning from a failed business to email marketing success, understanding Gmail's spam threshold, improving deliverability, and targeting the right audience with engaging questions.
To improve email deliverability, avoid using too many redirects in email links and properly segment and target engaged subscribers.
Utilize unsubscribe pages strategically by offering alternative options or enticing offers to retain or convert users.
Encourage recipients to reply to emails for engagement and feedback by implementing a simple nine-word email strategy.
Deep dives
Improving Email Deliverability
To improve email deliverability, it is important to ensure that emails are reaching the inbox. This can be tested by sending emails to personal accounts and monitoring where they land, whether in the inbox, promotions tab, or spam. Staying aware of changes in email providers' algorithms, such as Gmail's recent tightening of filters, is also crucial. To maintain good deliverability rates, it is recommended to avoid using too many redirects in email links. Additionally, proper segmentation and targeting of engaged subscribers can help increase deliverability rates.
Using Unsubscribe Pages Strategically
Unsubscribe pages can be utilized strategically to engage with users who are opting out. Instead of simply redirecting users away, consider offering them an alternative option or an enticing offer on the unsubscribe page. This can include providing a coupon code, inviting them to a special event or webinar, or offering other valuable content. By utilizing the unsubscribe page effectively, businesses can potentially retain users or even convert them back into subscribers.
Promoting Engagement Through Replies
Encouraging recipients to reply to emails can be an effective way to promote engagement and gather meaningful feedback. Implementing a simple nine-word email strategy, such as asking a specific question or inquiring about a pain point, can prompt recipients to reply with their needs or interests. This strategy can be used in various contexts, including B2B consulting, weight loss programs, or other industries. By proactively seeking responses and following up on engaged interactions, businesses can improve customer engagement and tailor their offerings accordingly.
The Importance of Deliverability in Email Marketing
Deliverability in email marketing is crucial for reaching the right inbox and getting in front of the target audience. The speaker emphasizes that authenticating domains and following best practices is essential to ensure emails are not marked as spam. The threshold for spam complaints is mentioned, indicating that sending too many unwanted emails can lead to bans or restrictions on email delivery. Setting clear expectations with subscribers, providing easy unsubscribe options, and focusing on user experience are key strategies for increasing deliverability and reader happiness.
Recommended ESPs for Email Marketing
The speaker recommends Campaign Refinery, Go High Level, and Mailgun as effective email service providers. Campaign Refinery is praised for its excellent deliverability and high standards for user behavior, ensuring a good email neighborhood. Go High Level, which works in conjunction with Mailgun as the SMTP, is suggested as a reliable choice for CRM integration. The speaker advises checking the acceptable use policies and terms and conditions of ESPs to gauge their strictness in preventing bad behavior. Overall, the focus is on choosing ESPs with high standards, transparent deliverability, and ease of domain authentication setup.
David Cartolano joins the Affiliated podcast to talk all things email marketing - how to increase deliverability, how to increase conversions, and how to even win back people about to unsubscribe. If email marketing is important to your business, or if you'd like for it to be, David from Wealthy Inbox is here to spill his secrets and equip you with the strategies and tactics you need to be successful.
