Episode 82: Email, email and more email stuff

Welcome to Episode 82 of HubShots!

Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search & Be Found and Craig Bailey from XEN Systems.

Listen to the episode here: https://soundcloud.com/hubshots/082-email-email-and-more-email-stuff

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Recorded: Wednesday 26 April 2017 | Published: Friday 28 April 2017

Shot 1: Inbound Thought of the Week

Not using emails as part of your marketing.

After our discussion last episode about No Pong Ian had a conversation with one of the co-founders, and they mentioned they made a deliberate choice not to send emails to prospects and customers - they didn’t want to clog up people’s inboxes.

An interesting approach - which we discuss further.

Shot 2: HubSpot Marketing Feature of the Week

Sending follow up emails to contacts who didn’t open or respond to the first email

Using Smart lists to target contacts who:

• Received but didn’t open (eg for Newsletters)
• Clicked but didn’t purchase (eg for ecommerce)

Example lists:

Shot 3: Marketing Tip of the Week

Abandoned Cart emails - CAN-SPAM and CASL compliance

Very difficult to get a definitive answer - here’s a few resources to review:

http://rejoiner.com/resources/email-remarketing-can-spam-2/

https://www.experian.com/blogs/marketing-forward/2017/03/20/understanding-shopping-cart-abandonment-compliance/

https://www.shopify.com.au/guides/email-marketing/transactional-emails

(This is not legal advice, obviously) however, note:

• Understand what a transactional versus commercial (promotional) email is
• Be aware that rules are different in different countries (eg Canada is considered the most stringent)
• If you do send abandoned cart emails, make sure you delete the contact from your database if they don’t end up purchasing

Shot 4: Podcast of the Week

Digital Marketer episode 93: includes discussion about abandoned cart emails

(Thanks Suellen!)

https://www.digitalmarketer.com/podcast/website-tweaks-generate-sales/

Special guest Syed Balkhi, Co-Founder of OptinMonster

Shot 5: HubSpot Sales Feature of the Week

HubSpot Email Tracking or Sales > Activity Stream in HubSpot

https://www.hubspot.com/products/sales/email-tracking

Know the second a lead opens an email, clicks a link, or downloads an attachment - then send a perfectly timed follow-up.

3 things we find useful in this tool:

1. Knowing who has not opened your email so you can follow up.
2. Knowing when people click links in your email
3. When they revisit to your website

Shot 6: Opinion of the Week

Privacy and emails

UnrollMe got caught out selling people’s data to companies such as Uber:

https://mobile.nytimes.com/2017/04/23/technology/travis-kalanick-pushes-uber-and-himself-to-the-precipice.html

They were ‘heartbroken’:

http://blog.unroll.me/we-can-do-better/

See also: https://daringfireball.net/linked/2017/04/23/heartbreaking

Tip: if you decide to delete your account with Unroll.me, make sure you revoke their access in your Google Account privacy settings.

Shot 7: Creative Top 10 of the Week

10 ideas for: segments for sending targeted emails to a cold contact list

1. Send a breakup email if they have not opened an email for 6 months
2. If they are a customer then call to see if they are getting your emails
3. If an ecommerce store, use last order date as a way to target customers who haven’t purchased for a while and send them a special offer
4. If a seasonal business (eg tax accountant) use a specific cutoff date related item in the subject line eg Implement these tax tips before 15 June 2017
5. Test non branded marketing emails to contacts that have not opened emails in the last 3 months
6. Segment them by industry/interest and send them an email sharing a piece of related information that is valuable to them
7. Post them a gift (book/notebook/t-shirt) and follow up with an email
8. If they’ve visited the site, but haven’t clicked on an email, email them asking about the last page they visited
9. If they’ve filled in a form, but haven’t clicked on an email, add them to a list for the sales team to follow up with a phone call
10. Check they have not unsubscribed from emails that you send!  Check the timeline on the contact.

Shot 8: Resource of the Week

How can I optimize my emails for better engagement?

https://knowledge.hubspot.com/articles/kcs_article/email/hubspot-email-tool-best-practices

Tons of useful tips and reminders

Shot 9: Quote of the Week

Done is better than perfect.  - Facebook

Shot 10: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

Tool to investigate:

https://dashthis.com/

https://databox.com/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Please rate and leave us some feedback as this helps us.