How to scope out an email marketing strategy for business

Key quotes:

• "For large companies with existing products, GTM strategies might revolve around correct communication and branding for new markets."
• "For those of us who are building new businesses, an incorrect GTM strategy can cost years in going the wrong direction with development and marketing."
• "When a founder who has been building companies over decades says that he’d start with a GTM strategy before anything else, it’s time to get reading."
• "If you’re already confident you can build the product, you can focus on picking a big market and nailing the pain point, the brand, messaging, content, ads, emails and sales model needed to reach it."
• "These videos were really helpful in explaining the value of the integration, and to this day we use them in our customer prospecting efforts.” “We also worked closely with the IFTTT team on marketing efforts."

Key quotes:

• "It’s natural to want to drop the ball right away and ask to set a meeting — after all, that’s the whole goal of cold emailing."
• "Start slow and open the conversation like you would if you were meeting someone new in person."
• "You won’t get a response if they don’t even open your email, so make the subject interesting, personable, and uniquet from the 1,000+ others in their inbox."
• "They don’t reply to that, so you wait until the next day (it’s been 12 hours!) and email again."
• "My point is, let the person know you actually care about them, and even if you did happen to acquire their email address that’s a part of a list of 1,000 other people, you’ll get a lot farther by taking the time to learn about them, rather than blasting the same message off to 1,000 people and hoping something sticks."
• "Add the “human” into your emails, care about the person you’re reaching out to, and create a killer subject line to set yourself up for cold emailing success."

Key quotes:

• "The idea is that instead of constantly returning to the drawing board to scope time and cost for a project, strategists have a catalog of commonly performed marketing services and can pull from this catalog to create a marketing plan for clients faster and more easily."
• "In a points-based marketing retainer, instead of a specifically scoped plan of action, a client buys a certain number of points each month."
• "The marketing teams then can create a plan by pulling services from the catalog that meet this number of points in order to align with the client’s goals, while still being flexible."
• "With a points-based marketing retainer, you can add that ingredient with ease.” A marketing agency is comprised of many clients and internal teams."
• "In this way, too, the points-based marketing retainer prompts us to always be planning ahead, which leads to greater organization and more sound marketing strategy."

Key quotes:

• "Certain enterprise level ESPs such as Adestra and PinPointe provide the heatmaps of your email campaigns to identify sections of interest for your customers."
• "Email marketers always try using a cryptic subject line to prompt subscribers to open their emails, but it rarely works as there will be many such emails."
• "A good subject line will explain what the subscriber can expect from the email."
• "While everyone personalizes their email copy by addressing the subscribers by their first name and creating specialized content for demographics, it is important to move the level of personalization forward."
• "While others may suggest adding appropriate alt-text to the images to maintain relevance (an important tip to follow nonetheless), go a step further by slicing your images in a specific way to look like a pixel-art with images disabled."
• "So, always send an alternative plain-text version of your emails along with your HTML emails for engaging a small yet important section of your mailing list."

Key quotes:

• "Although it’s a legacy feature in Marketo, dynamic content is a simple way to personalize your emails without having to clone, edit, approve, rinse, and repeat."
• "The ability to create variations of content (bonus points if it’s persona-based!) and easily show the end user the most relevant information based on their lead record can make the difference in their decision whether or not to open your email."
• "In marketing campaigns, it can be helpful to use snippets for trade show/event promotion, you can even create different sizes that can be used across emails and landing pages! Use caution when considering adding GIFs, embedded content, and any other kind of premium content, because some email clients and company spam filters will block the message from getting through or send it straight to the spam folder."
• "There’s nothing worse as a marketer than spending hours developing an intricate GIF or looped video to use in an email, only to discover that the majority of your recipients won’t be able to receive it in its best format."