Understanding email marketing metrics — Emily McGuire // AWeber

Emily McGuire, Customer Evangelist at AWeber, discusses email list-building tactics and must know email marketing strategies. Similar to the martech industry and digital marketing, email marketing has changed tremendously over the years. It’s evolved to the point where marketers can deliver targeted messages to audiences while maximizing conversions by reaching out to people at the right time. Today, Emily talks about understanding email marketing strategies.

About the speaker

Emily McGuire

AWeber

Emily is Customer Evangelist at AWeber

Part 1 Understanding email marketing metrics — Emily McGuire // AWeber
Part 2Building a quality email list — Emily McGuire // AWeber
Part 3Improving newsletter conversion rates — Emily McGuire // AWeber

Show Notes

02:10

The evolution of email marketing

Back in the days of print, people had the time to read 10 to 20 articles on different topics. If the aim is to convert people from your newsletters to a paid service, simply the content within it.
06:44

Effective email marketing strategies

Triggered automated campaigns follow up on warm behavior and yield the highest conversions. Its also beneficial to have a regularly scheduled strategy regarding newsletters.
11:15

How to write emails for different customer segments

Copy should be written around your readers goals and how your product or service can support the process. Address customer pain points and include a call to action or indicate the next step.
13:18

Short form copy versus long form

For a colder audience, keeping it brief is the best route because they dont know you. Highlight common challenges they face and then position yourself as a solution to those challenges.
14:34

Common email copywriting mistakes

We know a lot about people before reaching out to them due to marketing data. To avoid being creepy, focus on common pain points, and talk about solutions to those problems.
16:47

Setting goals for email marketing

Consider the goals of the emails being sent in addition to the goals of your target audience. Creating content around your target audiences goals will allow you to build those relationships.

Quotes

"Were competing with so many different distractions in our lives that 10 to 20 topics are overwhelming. For folks trying to get a handle on their newsletter, simplify the content in it." -Emily McGuire, Customer Evangelist, AWeber
"If you're very targeted and clear about your goals, and how you want to help your audience achieve their goals, you can follow up and direct people further down your funnel." -Emily McGuire, Customer Evangelist, AWeber
"The highest conversions happen with a triggered automated campaign. That's because it follows up on a specific behavior; somebody's already given you signals about what they're interested in." -Emily McGuire, Customer Evangelist, AWeber
"Think about those automated campaigns first. Then, consistently send newsletters. The key is consistent sends to your audience. Send at least once a week to keep your audience warm." -Emily McGuire, Customer Evangelist, AWeber
"Theres a lot of debate on short form copy versus long form, and a time and a place for each. With a colder audience, keeping it brief is going to be more helpful because they don't know you." -Emily McGuire, Customer Evangelist, AWeber
"In the era of data-rich marketing, we know a lot about people before we reach out to them. And depending on your business, that can be creepy." -Emily McGuire, Customer Evangelist, AWeber