Thread by @GrowthTactics

On average, email earns $40 for every $1 spent 🤯

The next highest ROI growth channel returns half that.

We spent the last month interviewing email marketers at this year’s fastest-growing startups.

Here's a thread of actionable email insights.

1/ Why email?

1. Email is where the most dollars remain UNCAPTURED.

2. Email is an OWNED channel. Instead of relying on social media algorithms to surface your content, you're directly in subscribers’ inboxes.

Email is high ROI and has few gatekeepers.

2/ How to grow your list:

You DON'T need a huge list. You want a growing list of people who are in the mindset to actually trust and buy.

• Create a lead gen asset that excites people—quickly. E.g. ridiculously good content
• Use popups: They work
• Quality of subs > volume

3/ Here are 3 things to get right when crafting emails:

1. Subject line
2. Design
3. Body copy

The 80/20 on each 👇

4/ If people don't open, nothing else matters.

Make your subject line:

• Self-evident: You DON'T want people GUESSING why you’re bugging them
• Segmented: Have a subject that's hyper-relevant to each sub-audience
• Concise: 50 characters or less—or mobile users won't open

5/ Design

Once an email is opened, people reflexively decide if they’ll read, skim, or bounce.

Your design should:

• Draw your eye
• Be pretty

6/ The goal of body copy is to drive people to your CTA:

• Fulfill the expectation you set in your subject line
• Promise more value that is ONLY delivered through your CTA
• Be aggressively concise—don’t waste subscribers’ time

7/ Use flows—automated emails triggered by subscriber actions.

Two critical flows:

1. Nurture: Subs are more likely to take action when they first sign up. Move quick.

2. Post-purchase: Over 50% of customers who make 2 purchases make a 3rd.

Optimize for that 2nd purchase!

8/ Marketers generate 760% more email revenue from SEGMENTED campaigns.

Deliver the right message to the right person at the right time.

E.g. Someone who signs up while reading an article on keto eating receives an email that educates them on keto and seeds relevant products.

9/ Deliverability = The % of emails that make it to inboxes instead of spam folders

Goals:

• Increase open rates, clicks, frwds, replies
• DECREASE bounce, unsub, and spam reports

How?

• Routinely REMOVE inactive contacts from your list
• Use double opt-in to confirm subs

10/ Measure what matters:

• Open reach: % of subs who open at least one email over a period of time (say, 30 days). This is a proxy for your ACTIVE subscribers.

• Click-to-open rate: % of ppl who click after opening. Proxy for how ENGAGING your content is.

11/ Choose the right software for your business type:

• SaaS, apps, service businesses: @CustomerIO, @iterable
• Ecom startups: @klaviyo, @getdrip
• Creators: @ConvertKit

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