In a nutshell they built a community of emailers. David already knew some of the marketing people having worked in marketing. What is the best way to get their attention? David had a picture of himself at the bottom of his emails so people got to know him. They helped their clients, the marketing team at a company, look good in front of their bosses.
What can be so different about one email from another? How can you run 3 conferences p.a attended by thousands of marketeers, who David calls a tribe of people, who wanted to learn more about email marketing? Their clients get $45 of revenue for every $1 spent with Litmus. The landing page is distinctive, know who you are sending it to and send a message that will appeal to them. Take them on a journey, not just the same message over and over.
Dan brought a broader marketing theme to the meeting. Asked whether Twitter, LinkedIn, Instagram etc were the best, Dan’s answer was use them all but tailor your message to the audience. Twitter has a better reach in the financial sector, but is fairly weak in others. Your landing page needs to reinforce your message and not just your homepage.
Most people are on many platforms so you need to use them all.
Start with strategy and objectives, profile your customers and prospects, then plan the best route to them and the tactics to use. Audit your data before using it so you comply with GDPR.
Nick Butler 01/02/19
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