What You Get:
How email marketing fits into your business
Why email marketing is fundamentally different than any other channel out there (and how to convince ANY client, boss, or teammate to invest in email marketing)
Simplifying the way you think of email marketing: there are only THREE types of emails and TWO methods of distribution
The three fundamental principles that you need to always keep in mind when working on email marketing
The email marketing framework
How to build a “lifecycle” strategy using just 4 types of campaigns (and how each of those helps you with a specific part of your sales funnel)
Discover how you can borrow tactics from companies like Slack, Airbnb, and Netflix to get your new subscribers to take action as soon as they join your list
Learn to achieve DEEP levels of engagement with your users by using data to segment subscribers and trigger content (with examples from Spotify, Kickstarter, Casper, and ProductHunt)
How to “win back” users who have stopped interacting with your emails and put them back into your funnel (this is a super quick win that most marketers forget about)
Why you should care about “list hygiene” if you really care about your subscribers (spoiler alert: unengaged subscribers can have a negative impact on those who care about your emails)
The ONE time it’s ok to send a broadcast email to your entire list (and how to do it right, so you don’t end up in the spam folder)
Subscriber segmentation strategy
How to make sure you get the entire picture for each of your email subscribers (where they are in your funnel, where they came from, what’s the last action they took, etc.)
The 4 types of data you should use to effectively segment your subscribers: implicit data, explicit data, user personas, and engagement
The right way to use tags and custom fields to gather data and segment subscribers (most people mess this one up)
10 powerful segmentation strategies to get more opens, clicks, and revenue from your campaigns
Implementing segmentation on any email service provider, with step-by-step walkthroughs
How to use “decision-based workflows” to automatically segment and email subscribers based on the data you’ve gathered (this is the easiest way to do personalization at scale)
How to create a world-class email campaign like Airbnb
The FIVE questions you need to answer before you even start setting up a new email campaign (the most important one: how will you measure the success of your email?)
A 3-step framework to overcome the major challenges of email design: multiple clients, mobile views, image-friendliness, new mobile operating systems, and wearables
Effective copywriting tactics to make your emails stand out—did you know that the average users only spend about 8 seconds reading an email?
The exact step-by-step process you can use to make sure that you send 99% of your email campaigns without a single obvious error
[Walkthroughs] How to create world-class automated workflows
Step-by-step walkthroughs on how to set up 8 powerful automated campaigns from scratch: onboarding, trials, booking a call, webinars, flash sales, cross-sells and upsells, cart-abandonment, and newsletters
How to build a system that manages all of your campaigns and prevents conflicts between them
Optimizing your email campaigns
The 8 metrics you need to measure and track before you start trying to optimize your campaigns (it’s not just open and click rates!)
Discover the THREE levers you can use to optimize any metric for any email campaign
How to make sure your emails actually reach your subscribers’ inbox (it’s not just about your spam or unsubscribe rate—a lot of things happen even before that!)
[Bonus] Favorite tools
All of our favorite email marketing tools to increase deliverability, get third-party data about your subscribers, write better emails, create interactive emails, and more.
