Tom Monaghan - 13 Things to Stop, Start, or Keep Doing (Only Better) with Your Email
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The document presents a talk by Tom Monaghan, emphasizing 13 key actions for effective email marketing. It covers topics such as personalizing emails, avoiding graymail, and the importance of data-driven decisions while suggesting strategies to improve engagement and open rates. The speaker urges marketers to focus on meaningful interactions and suppress unengaged contacts to maintain a healthy sending reputation.
Tom Monaghan - 13 Things to Stop, Start, or Keep Doing (Only Better) with Your Email
- 1. #INBOUND16 13 THINGS to start, stop, or keep doing (only better). Tom Monaghan Postmaster & Director of Email Engineering at HubSpot
- 2. #INBOUND16 1. Tom: a love story 2. Data schmata 3. The unlucky 13 4. A tiny review 5. Uncomfortable silence AGENDA
- 3. #INBOUND16 1. Tom: a love story 2. Data schmata 3. The unlucky 13 4. A tiny review 5. Uncomfortable silence WHERE WE’RE GONNA GO
- 4. #INBOUND16 1 TOM: A LOVE STORY
- 6. #INBOUND16 MY NAME IS TOM. Well, actually it’s Thomas, but go with me here...
- 7. #INBOUND16 I WORK ON EMAIL AT HUBSPOT.
- 8. #INBOUND16 I LOVE EMAIL. And want you to love it too.
- 9. #INBOUND16
- 17. #INBOUND16 deliveries opens duration recipients @ devices sourcespam clicks content personalization
- 18. #INBOUND16 THAT’S A LOTTA DATA.
- 21. #INBOUND16 so is your marketing
- 22. #INBOUND16 the names of every single list imported
- 24. #INBOUND16 inactive = 3% open rate
- 25. #INBOUND16 97% didn’t open rate
- 27. #INBOUND16 You domain reputation is worth it.
- 29. #INBOUND16 Why are you writing this email?
- 30. #INBOUND16 Drive blog (re)visits.Drumupsomedirectsales. Move folks down the funnel? Resurrect your sending rep? Drive a conversion for more data? Remindeveryonethatyou’restillalive? Look like your wicked busy? Promote a hot new product. Invite them to something that’s actually awesome. Plan a meetup at Inbound.
- 31. #INBOUND16
- 32. #INBOUND16 1. Pick a goal. 2. Define success. (page views, long reads, replies). 3. Build the email for that specific goal / success. 4. Everyone loves options (for the same thing). 5. Rinse, lather, repeat. Stop with the Swiss Army Knife emails.
- 37. #INBOUND16 It’s because I love my name. It’s a great name. The best name.
- 38. #INBOUND16 stick with the basics
- 39. #INBOUND16 #protip Nothing is more impersonal than screwing up personalization.
- 43. #INBOUND16 * Personalization cheat sheet: * 1. Does it work with a real contact? 2. Did you set up a default value? 3. Make sure it matches. 4. Don’t get too personal. 5. Test. Test. Test!
- 45. #INBOUND16 Noreply is the worst.
- 46. #INBOUND16 Personalize that From address.
- 47. #INBOUND16 Make it from a real person.
- 48. #INBOUND16 Replies rule the roost. Opens are good. Clicks are definitely better.
- 49. #INBOUND16 #obviousINBOUNDprotip If someone replies, they’ll open and click more emails later.
- 50. #INBOUND16
- 54. #INBOUND16 Friday or Monday (if you really need to send during the workweek)
- 55. #INBOUND16 Sunday or Saturday (If you want to live a little and try a weekend.)
- 56. #INBOUND16 Tuesday, Wednesday, & Thursday are dead to me.
- 57. #INBOUND16 This is why we can’t have nice things.
- 58. #INBOUND16
- 59. #INBOUND16 NOTHING SAYS I LOVE YOU LIKE … 6
- 60. #INBOUND16 Buying someone’s deets from a 3rd party.
- 61. #INBOUND16 What about the names of list sellers?
- 62. #INBOUND16
- 68. #INBOUND16 SPAM
- 69. #INBOUND16 The definition has changed.
- 70. #INBOUND16 graymail /ɡrāmāl/ Bulk messages that aren’t technically spam, because you did get permission, they’re somewhat targeted, and you’re a legitimate sender, but …
- 71. #INBOUND16 graymail tl;dr They’re just not that into you. (anymore)
- 72. #INBOUND16 How do you know?
- 73. #INBOUND16 They’ll tell you by not opening.
- 75. #INBOUND16 77.7%
- 76. #INBOUND16 25.9%
- 77. #INBOUND16 Probability of an open after being ignored
- 78. #INBOUND16 Probability of an open after being ignored totally 100% graymail
- 79. #INBOUND16
- 81. #INBOUND16 Suppress folks who aren’t engaging.
- 82. #INBOUND16 Live to email another day.
- 83. #INBOUND16 HubSpot customer? Sends Since Last Engagement
- 84. #INBOUND16 Stop being that marketer. Don’t send graymail. Start suppressing unengaged folks*. *When you do, the inbox providers and protectors will like you more, way more.
- 85. #INBOUND16 What to do when a storm rolls in.
- 86. #INBOUND16 1. What’s it really mean. 2. How worried should you be. 3. What should you do next. What to do when a storm rolls in.
- 88. #INBOUND16 Unsubscribes: What do they really mean? • You can’t please everyone all of the time. • Be very happy they didn’t mark you as spam.
- 89. #INBOUND16 Unsubscribes: How worried should you be? • Not very. Look at the rate across similar sends. • Look for what changed: sources, content, or frequency.
- 90. #INBOUND16 Unsubscribes: What should you do next? • Spot check some contacts. • Find the what changed. • Consider suppression or fewer emails for your borderline unengaged.
- 91. #INBOUND16 WHAT DO I DO WHEN THEY STOP OPENING? 9
- 92. #INBOUND16 Falling opens: What do they really mean? • Not inboxing. • Missing expectations. • Get ready for worse.
- 93. #INBOUND16 Falling opens: How worried should you be? • Worried. This will not go unnoticed. • Next comes Spam Complaints and Unsubs. • If you’re not having inbox issues, you will be before long.
- 94. #INBOUND16 Unsubscribes: What should you do next? • Suppress unengaged. • Look for source problems. • Focus on subjects. Test. Test. Test.
- 95. #INBOUND16 WHAT DO I DO WHEN THEY MARK ME AS SPAM? 10
- 96. #INBOUND16 SPAM: What do they really mean? • Your reputation is at risk. • Inbox problems ahead.. • Blacklistings.
- 97. #INBOUND16 SPAM: How worried should you be? • Very worried. Something is wrong. • Find the cause now: new source, bad forms, missed expectations. • Slow or stop sending until source found.
- 98. #INBOUND16 SPAM: What should you do next? • Fix what’s broken. • Do not pass go. • Do not collect $200.
- 99. #INBOUND16 #nerdprotip No unsubscribes or spam complaints? Killing it, right? Not so fast ... They can’t unsub or mark you as SPAM from their junk folder.
- 100. #INBOUND16 WHAT TO DO WHEN YOU WANT TO KNOW MORE. 11
- 101. #INBOUND16
- 104. #INBOUND16 find the perfect words
- 105. #INBOUND16 to make people open!
- 107. #INBOUND16 Dislike success? Try these! Physicians Worry: Thinking Less Handwashing! New Career: Bullying Webinar! Hey! Eliminate Thinking, Welcome Pain… #welcomepain #toosoon?
- 108. #INBOUND16 If it sounds like the title of something that guy … Read it out loud. Start over.
- 109. #INBOUND16 1. Customize & personalize. 2. Emojis actually work. 3. Read it out loud… The best subjects, guaranteed!
- 110. #INBOUND16 WHAT DO I DO WHEN EMAIL STOPS WORKING. 13
- 111. #INBOUND16 engagement slips a bit
- 113. #INBOUND16 the end is near
- 114. #INBOUND16 the sky is not falling.
- 115. #INBOUND16 4 A TINY REVIEW
- 116. #INBOUND16 1. Please oh please, stop with the Tuesday! 2. Have the courage to suppress your unengaged. 3. Treat other inboxes as you would want your inbox treated.