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About the course:
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)
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