Title: Extending the Reach of email
Main Point: Look for the low-hanging fruit of email marketing to make it better.
Take-away Action: If you haven't segmented, look for at least 2-3 segments you can create for your lists. If you haven't tested, pick one area you can start doing A/B testing on – subject lines are good to start with.
3 Types of Email: Social, Marketing, Transactional
Make it easy for people to subscribe. Don't put up barriers or ask for too much information
Segment your audience data (demographics). Segment what content your users get. Allow users to manage their own content preferences. Segment on behaviors (especially good for follow-up segments)
Email provides an unbelievable opportunity for A/B testing to optimize your marketing
Copy & Creative
Call to Action
Time of Day
When people stop responding to your emails, find a way to re-engage them. Or, if they won't engage, start putting them into a drip campaign that is different than your master list. Maybe quarterly, or a specific request to confirm their interest.
Email is the common currency of Web2.0; All social networks require using email to sign up.
Email can be a key driver of social content. Convert your email lists into your community on social networks. It is a good way to jumpstart those efforts.