Interview With The Godfather of Email Marketing
Email marketing has the highest return on investment of all marketing channels, but many people don’t know how to write good emails.
This is why I had a chat with Tink Taylor, founder and president of dotmailer, an email marketing automation platform. He gave me an offer i couldn’t refuse; He wanted to share his wisdom about email marketing with me.
Obviously, I said yes and it all ended up with this blog post packed with nice little details to improve your emails as well as major valid points, which could potentially change the way you do email marketing for good. Let’s get started!
[Click here to read the full blog post]
Collect email addresses like there is no tomorrow
If you want to profit from your email marketing, there is one thing you must have — an updated and relevant email list. Don’t think about buying data - It will just annoy people if you send them emails that they don’t remember signing up for. Instead, you should grow your email list on your own. I asked Tink Taylor how to do it:
“The obvious ways to collect them are through pop-ups, sign-ups, accounts, and everywhere possible on your site.”
Remember to do this offline too. It annoys Tink, whenever people don’t ask him for his email address whenever he is checking in at the hotel, buying a flight ticket, and so forth, because it is so crucial and a missed opportunity.
Pro tip: I can’t recommend this guide enough if you want to grow your email list - The Ultimate List Building Guide — Grow Your Email List
Segmentation and relevance — What to do
My e-mail list is packed — Now I just need to create a lot of segments, so I can write personalized emails down to the last detail. Don’t!
“Take advantage of the tools and features that enable you to do your email marketing as easily and in as much of a tailored was as possible”— Tink Taylor
According to Tink, you must be sure not to create too many segments, as doing so could be costly — for instance, you’ll need to create relevant and different content for each contact group which will be very time-consuming, and as Benjamin Frankin once said to a young tradesman: “Time is money”.
I asked him how to personalize content in a way that is not time-consuming:
“The way you should personalize your content, is through automated features such as previously purchased and recommended product feeds. So take advantage of the tools and features that enable you to do your email marketing as easily and in as much of a tailored way as possible.”
Read the full interview to see what he thinks should be automated, and what the perfect automated email should contain: [Click here to read the full interview with Tink Taylor]
Tink’s favorite email marketing tricks
When you’re talking to the “Godfather” of email-marketing it would almost be a deadly sin if I missed the opportunity to ask him about his favorite email marketing tricks. So I asked him, and he had a few tricks:
“ Send more emails in aggregate. That is the coolest thing you can do — and it makes more money. Don’t just blast everyone every day; just send out more emails in total. That will also get you to think about the relevancy of content, the tools you use, and how to do it smarter, which will result in more intelligent emails.”
An increased frequency will force you to do automation and segmentation, which always results in good things.
Listen to one of his other tricks here:
Or read the full blog post to see all his favorite email marketing tricks: [Click here to read the full blog post]
In the blog post you will find the following:
I had a chat with the “Godfather” of email marketing, Tink Taylor who is founder and president of dotmailer, an email marketing automation platform. He gave his best advice on how to become a smarter and more effective email marketer.
You can see the result of the interview with Tink Taylor in this blog post: [Click here to read the full blog post]
