How reaching your audience is evolving — Andy Mowat // Gated

Show Notes

• 02:16
  How brands engage with their audiences

  Brands have limited options to engage with their audiences, with only email and community building as viable choices. While email remains a primary method, community building presents a challenge and requires effort to execute successfully.
• 03:44
  The evolution of email list building

  The conventional approach of providing valuable content to acquire email addresses has remained largely unchanged. Although unethical tactics like buying lists exist, automation has increased our ability to obtain people's information via email.
• 04:55
  The state of direct email communication

  Direct email communication involves building a list, sending relevant content, and tracking engagement. Innovative approaches such as building a community with events and job boards have been effective, but noise and overload of newsletters are becoming a challenge.
• 07:44
  Unsubscribe rates for newsletters

  Its advised to avoid unsubscribing from unknown sources as this signal can be used to sell your data to others. Unsubscribe rates are going up slightly, but many people are simply tuning out unwanted newsletters.
• 09:04
  The risks of unsubscribing from unknown sources

  Unsubscribing from reputable newsletters is safe and they will respect your decision. However, unsubscribing from unknown sources signals may result in your information being sold to others, so its best to just ignore those emails or mark them as spam.
• 11:19
  The effectiveness of cold outreach today

  The effectiveness of cold outreach is decreasing with dropping reply rates and longer email sequences. This is a common trend in marketing tactics as they become widely used and highlights the importance of constantly testing and iterating on new tactics.
• 13:15
  The role of email in marketing and the challenges of outbound email campaigns

  Email is a unique identifier in every marketing system and a core fundamental foundation. However, the rewards for quality outbound email are low in today's world where the odds of people reading your email are incredibly low because of the number of emails they receive dail.