the rebel's guide to email marketing
TRANSCRIPT
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The Rebel’s Guide to Email Marketing
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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Email has had a good run as king of communications. But its reign is over.
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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Most emailed article of the day
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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Time for a game!
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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How many of you have...?
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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“Email marketing is NOT dead!” - @djwaldow #Demand13
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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the secret to email
marketing
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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Send timely, targeted, valuable
HUMAN email to people who want it
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13
NOT HUMAN
X X XMonday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13
NOT HUMAN
X X XMonday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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HUMAN
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13
HUMAN
Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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First, I love this idea of getting people engaged right away. Kudos!
Ha! I didn't think anyone would be reading my answers. P.S. I guess I should always answer those automatic things as if someone is reading them...though I think you are the first that has ever responded!
Oh… you are good! I didn’t expect a response back - very good.
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13
HUMAN
Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13
CMO
Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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one more secret to email marketing
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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Hey …
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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“But if you do gain that initial trust, and more importantly, confirm and grow it, you can write pretty lame subject lines and people will still read your messages.”
--Brian Clark (@copyblogger) … in 2010
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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!!!!!
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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Email Marketing Best Practices
You should ALWAYS…
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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Email Marketing Best Practices
You should NEVER…
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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Never use “free” or ALL CAPS in a subject line
“RULE” #1
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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• 9,140,000 results• “Ultimate list”• “Top 100”• 30 words”
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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FREE!!!
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13
Those three little words... FREE SHIPPING NOW
Announcing a once-in-a-lifetime baking adventure
Last chance - FREE SHIPPING ends tomorrow
Open (please). Read. SAVE up to 65%.
FREE subscription to Northeast Flavor magazine
Create gorgeous strawberry cupcakes with this FREE GIFT!
CHILL.
Put a lid on it!
Blog & Bake 2013 - a blogger celebration
Don't miss out - savings end Thursday
Attention sale-lovers! SAVE 20% now
ENDS TOMORROW - Free Shipping
Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13
Those three little words... FREE SHIPPING NOW
Announcing a once-in-a-lifetime baking adventure
Last chance - FREE SHIPPING ends tomorrow
Open (please). Read. SAVE up to 65%.
FREE subscription to Northeast Flavor magazine
Create gorgeous strawberry cupcakes with this FREE GIFT!
CHILL.
Put a lid on it!
Blog & Bake 2013 - a blogger celebration
Don't miss out - savings end Thursday
Attention sale-lovers! SAVE 20% now
ENDS TOMORROW - Free Shipping
Monday, July 1, 13
![Page 42: The Rebel's Guide to Email Marketing](https://reader034.vdocuments.net/reader034/viewer/2022042817/55a23c3e1a28ab84608b4597/html5/thumbnails/42.jpg)
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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Which subject line was the winner?
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13
Open rate: Email A: 27.2% Email B: 31.8%
Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13
Those three little words...FREE SHIPPING NOW
Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13
Those three little words...FREE SHIPPING NOW
20% open rate10% click-through rate1.43% response rate99.8% deliverability rate
Monday, July 1, 13
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It’s okay to use free and ALL CAPS in an email subject line -
@djwaldow #Demand13
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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Never send “ugly” emails
“RULE” #2
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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99.2%inbox placement
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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40%open rate
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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87%click-to-open rate
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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“Beauty is in the eye of the subscriber.” - @djwaldow
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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Subject lines should always be between 30 & 50 characters
“RULE” #3
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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“Off-the-Court Gear in Tournament Colors”
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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Sesame Street Asks Obama Campaign To Take Ad Down, Anderson Cooper vs. Star Jones, Die
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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Sesame Street Asks Obama Campaign To Take Ad Down, Anderson Cooper vs. Star Jones, Die Hard Obama Supporter Freaks Out
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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Get up to 70% off children’s fashion
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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Get up to 70% off children
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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One Oil Change, Three Oil Changes with Inspections, or a Four-Wheel Alignment (Up to 78% Off) | 10 or 20 Gym Passes (Up to 69% Off) | Salon Package with Cut, Style, and Two-Color Highlights; Shellac Manicure; or Acrylic Nails (Up to 51% Off)
An actual Groupon subject line
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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One Oil Change, Three Oil Changes with Inspections, or a Four-Wheel Alignment (Up to 78% Off) | 10 or 20 Gym Passes (Up to 69% Off) | Salon Package with Cut, Style, and Two-Color Highlights; Shellac Manicure; or Acrylic Nails (Up to 51% Off)
An actual Groupon subject line
42 words421 characters
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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An actual Groupon subject line
Wine
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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“Email subject lines can be long or short. Test what works best for your audience.” - @djwaldow
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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Never use a popup tocollect email addresses.
“RULE” #4
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13
nooooooooooooooo.com!
Source: Scott Stratten (@unmarketing)
Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13
ChristopherSPenn.com
Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13
82% of the Greatist email listcomes from this popover!
http://waldowsocial.com/popovers-work/
Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13
---------------------14/day ---------------------
145/day
Monday, July 1, 13
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“I hate popups too, but they can be VERY effective for growing your email list.” - @djwaldow
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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1. Never send mostly-text emails2. Never send mostly-image emails3. Never make your unsubscribe link obvious4. Always use double opt-in5. Never buy a list6. Never have fun
Some other “rules” to consider breaking
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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“Best practices are those that are best for YOUR audience.”
@djwaldow #Demand13
DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13
DJ Waldow
Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13
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DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow DJ Waldow | Waldow Social | @djwaldow @djwaldow | #Demand13 Monday, July 1, 13