Email marketing has an average ROI of around 4,000%. Many individuals would say email marketing doesn’t work or is outdated. However, the ROI statistic doesn’t lie. The key to getting good results from email marketing is to do it well. In this episode we share best practices associated with email marketing. We also share tips of what not to do. These tips can easily be applied to your own email marketing campaign and are easy to implement. After finishing this episode, a business owner will have the necessary knowledge to get better results out of their own email marketing efforts. To view the accompanying webinar, go to:https://www.financialpoise.com/financial-poise-webinars/email-marketing-dos-and-donts-2021/

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Practical and entertaining education for
attorneys, accountants, business owners and
executives, and investors.

3. Disclaimer
The material in this webinar is for informational purposes only. It should not be considered
legal, financial or other professional advice. You should consult with an attorney or other
appropriate professional to determine what may be best for your individual needs. While
Financial Poise™ takes reasonable steps to ensure that information it publishes is accurate,
Financial Poise™ makes no guaranty in this regard.
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5. Meet the Faculty
MODERATOR:
Joshua Lyons – Managing Director of Joshua Lyons Marketing; Owner of CRE Marketing Group
PANELISTS:
Chris Fritsch - President of Client Success Consultant
Steve Starzyk - DailyDAC™ | Financial Poise™
Tina Powell - C-Suite Social Media
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6. About This Webinar -
Email Marketing Dos and Don’ts
Email marketing has an average ROI of around 4,000%. Many individuals would say email
marketing doesn’t work or is outdated. However, the ROI statistic doesn’t lie. The key to
getting good results from email marketing is to do it well.
In this episode we share best practices associated with email marketing. We also share tips
of what not to do. These tips can easily be applied to your own email marketing campaign and
are easy to implement. After finishing this episode, a business owner will have the necessary
knowledge to get better results out of their own email marketing efforts.
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7. About This Series - Digital Marketing Tips for the
New (Or Old) Business Owner 2021
Approximately 83,300 small businesses in the United States are closed every year because
of ineffective marketing. This indicates many business owners are unknowledgeable of how to
leverage the power of marketing. While this is unfortunate, it is not surprising. There are
countless marketing companies trying to sell their services, and these services range from
billboards, to social media marketing, to telemarketing and more. Though these marketing
tactics can be very effective, improper planning and execution can lead to failure. As such,
this webinar series is designed to educated business owners on how to prepare, execute and
refine their own customized marketing initiatives. After finishing this webinar series, the
business owner should have a much clearer and strategic plan for their own marketing.
Each Financial Poise Webinar is delivered in Plain English, understandable to investors, business owners, and
executives without much background in these areas, yet is of primary value to attorneys, accountants, and other
seasoned professionals. Each episode brings you into engaging, sometimes humorous, conversations designed to
entertain as it teaches. Each episode in the series is designed to be viewed independently of the other episodes so that
participants will enhance their knowledge of this area whether they attend one, some, or all episodes.
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8. Episodes in this Series
#1: A Guide to Having an Effective Website
Premiere date: 1/20/21
#2: What Every Website Owner Should Know About SEO
Premiere date: 2/17/21
#3: Email Marketing Dos and Don’ts
Premiere date: 3/17/21
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9. Episode #3
Email Marketing Dos and Don’ts
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10. Is Email Marketing Really Still Relevant?
Email marketing can be extremely effective, if done well. In fact, the average return on
investment tends to be around 4,000%, depending on the email platform used. According to
an article by LeadQuizzes, the average cost per lead for email marketing is $53. Based on
that same article, email marketing is more effective than most other forms of marketing,
including social media, display ads, webinars and more.
However, to see great results with email marketing, it’s imperative that best practices be
followed. The next slides will provide insight on what you should, and should not do, as you
use practice email marketing.
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11. What’s Involved in Email Marketing?
• Below are the key elements to consider when planning and executing your email marketing
initiatives:
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 Consider your goals and audience.
 Create a quality email distribution list.
 Decide on types of campaigns to send.
 Follow best practices.
 Track and review your results.

12. Consider Your Audience & Goals
• Audience: Sometimes a business owner will try to add everyone possible to an email list,
without really thinking about who their true target audience is. As a result, they limit their
effectiveness. To avoid this issue, consider the following:
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• Who do you plan to send your emails to?
• Why would they want to receive your emails?
• How will you keep them interested in your emails on an on-going basis?
• Do your emails fit with your marketing plan?

13. Consider Your Audience & Goals
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• Who do you plan to send your emails to? – Sending a generic email to anyone and
everyone won’t necessarily help your business grow in the most effective way. You’ll want
to focus on crafting emails that target specific audiences. With that being the case, think
about the person receiving those emails. Do they fit within the target audience
avatar/persona you have created for your marketing?
• Why would they want to receive your emails? – If you aren’t sending quality emails, your
target audience will likely unsubscribe. If they unsubscribe, they definitely won’t help you
with your marketing goals. Make sure each email you send provides true value. If you’re
sending a fluff piece, just to say you sent something, then try to improve the email so it isn’t
fluff.

14. Consider Your Audience & Goals
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• How will you keep them interested in your emails on an on-going basis? – This ties into the
previous question. There are different types of email campaigns that can be used for digital
marketing. And different campaigns can result in different outcomes. But, for any on-going
campaign, such as a weekly educational focused email blast, make sure the content is
interesting and engaging. Then, revise your email content strategy based on the content
that generates the best results.
• Do your emails fit with your marketing plan? – Sending emails just to check that marketing
activity off your list, will not yield the best possible results. Rather, consider your marketing
goals and make sure each email supports those goals. If an email campaign doesn’t help
you accomplish your goals, then consider shifting the email focus.

15. Consider Your Audience & Goals
• Goals: As stated in the last point, the emails you send should support your goals. Here are
some common goals associated with email marketing:
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• Build Awareness – Someone may have subscribed to receive your emails, without
really knowing much about you. You may want to create some emails designed to
help them get to know you better, in a way that will benefit them.
• Establish Credibility – Once your subscriber knows you, consider moving them into
a campaign that focuses on establishing credibility while also providing helpful,
informative and educational content. For example, you might send out a bi-weekly
email that answers a popular FAQ question you know your audience is likely to
ask. Or you might send out timely news on trending topics in your industry.

16. Consider Your Audience & Goals
• Convert – You may want to create a campaign that focuses on converting prospective
clients or customers into paying clients or customers. Alternatively, you may have a great
opportunity to promote add-ons or upgraded offerings to those who have already hired or
purchased your services.
• Retention – Another common email marketing goal is to increase client retention. As you
continue to provide value to subscribers, their confidence and trust in you will grow. As a
result, it will be easier to retain their business.
• Referrals – The emails you send can also help you acquire referrals. Because you’re
subscribers are consistently reminded of you and your value, they will be more likely to
think of you when they come across someone else who needs what you have to provide.
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17. Consider Your Audience & Goals
• While building awareness, establishing credibility, converting subscribers into buyers,
retaining existing clients and customers, and gaining referrals are all common goals, you
don’t have to make each of those goals part of your marketing plan. Your specific goals
should be based on your unique business and situation. And it’s possible you may have
other goals for your email marketing that weren’t just mentioned in the previous slides.
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18. Create a Quality Email Distribution List
• The effectiveness of your email marketing is directly connected to the quality of your email
lists. Here are some tips on how to attract subscribers:
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• Ask the contacts you currently have (non-subscribers) if they would like to receive
your emails.
• Include a call-to-action in your blog posts to encourage readers to subscribe.
• Offer great resources in exchange for an email subscription.
• Create shareable content your audience will want to pass along.
• Encourage your audience to share the content you create.

19. Create a Quality Email Distribution List
• Ask the contacts you currently have (non-subscribers) if they would like to receive your
emails. If there is someone you believe would value the content you intend to share via
email marketing, then let them know about it. Send them a text, give them a phone call,
or shoot them a personal email and let them know about the type of content you’re
sending out, and that you think they would like it. Personally ask them if they’d be
interested in receiving your emails. There’s a good chance they’ll say yes.
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20. Create a Quality Email Distribution List
• Include a call-to-action in your blog posts to encourage readers to subscribe. If
someone is already reading your website content, whether blog posts, news articles, or
something else, there is a chance they will also want to read other content you put out.
So, make it extremely easy for your website visitors to subscribe to your email, straight
from your blog or other media.
• Offer great resources in exchange for an email subscription. Do a Google search on
“lead magnets” and you’ll find a lot of inspiration on types of resources that can be
given in exchange for an email subscription. Identify great resources your audience
would be interested in receiving. Then, make those resources accessible to those who
subscribe.
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21. Create a Quality Email Distribution List
• Create shareable content your audience will want to pass along. If your audience finds
your content valuable, they will likely want to share it. So again, provide great value to
every email you send. And when thinking of value, focus on what your audience would
consider to be valuable. This might be different from what’s valuable to you.
• Encourage your audience to share the content you create. While your subscribers
might be open to sharing your content, they likely won’t actually do it unless they’re
nudged. Give them a call-to-action to pass your emails along.
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22. Create a Quality Email Distribution List
• It is strongly advised not to purchase email lists. This is a mistake often made by
business owners when starting with email marketing. They believe purchasing a list of
“qualified leads” is a great way to generate a quality list. However, this is rarely the
case and can lead to significant challenges.
• Purchased email lists are typically not allowed by most email marketing platforms. For
example, if you purchase a list and wish to upload it to Constant Contact or MailChimp,
you will not be allowed to do so. If you upload it anyways, your account can be
suspended.
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23. Create a Quality Email Distribution List
• If you have purchased a massive list of contacts, it is possible to use a third-party email
platform designed specifically for cold emailing. These platforms have measures in
place to help protect you from some of the negative effects that come from cold
emailing. But, if you use one of these platforms, it should be with the intent of sending
out an email campaign that will compel the recipients to knowingly and legitimately
subscribe to receive your emails. This is likely the best way for you to get some value
out of a purchased list. However, you’ll get far better results by investing your money in
organically growing a list of qualified subscribers, rather than purchasing a list. With an
entire slide dedicated to this point, please take it to heart. Don’t purchase email lists.
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24. Decide on Types of Campaigns to Send
• You’ll need to make sure the content you create supports your goals. However, there are
many types of campaigns you can send. Here are some examples:
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• Introduction Emails: Don’t focus on a sale. Rather, start building a relationship.
• Product Releases: This type of email features a new product and has a call-to-
action, inspiring the reader to click a link and learn more.
• Newsletters: These should be educational and help establish yourself as a credible
expert within your industry.

25. Decide on Types of Campaigns to Send
• Announcements: Do you have a special event to promote? Will you be closed for a holiday
or for some other reason? If there’s something you need your audience to know, you can
inform them through announcement emails.
• Offering Help: This isn’t a sales email. But, it’s a great way to give your readers an easy
opportunity to have a conversation with you, and learn how you can specifically help them.
• Soft Sell: This is a helpful and informative email that educates your reader on how your
offerings can help them, if they need it. This isn’t a pushy sales email.
• Hard Sell: This email is very direct, and usually isn’t sent until the recipient is on the verge
of buying. The recipients should be very carefully selected when sending this type of email.
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26. Follow Best Practices
• Once you’ve decided on your email goals and campaigns, you’ll want to actually start
creating your email blasts. Here are some general best practices to keep in mind:
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• Include the first name of the recipient in the subject line. This statistically increases
the percentage of emails opened.
• Avoid creating a spammy subject line, such as using the word “free,” using all
caps, including a lot of exclamation marks, making something sound too good to
be true, or using non-descriptive text like “You won’t want to miss this!”
• Try to keep your subject line at five words or fewer, if possible.
• Limit the number of links in the email to three or fewer, if possible. And definitely try
not to include more than five links. Five should be the absolute max.

27. Follow Best Practices
• Use A/B testing to discover the tactics that work best for both your subject line and for the
body of your email blast.
• Avoid sending emails from a generic email address like marketing@example.com,
staff@example.com or info@example.com. Rather, use a personalized email address.
• Statistically, emails sent on Tuesdays get the best results. Thursdays are the second best
day. Fridays come in as the third best day of the week to send an email. But, your
audience may be different. Do testing on this to find the day that works best for you.
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28. Follow Best Practices
• For the time of the day, consider sending your emails around 6:30 AM or 6:30 PM. As with
the day of the week, the best time of the day will depend on you and your target audience.
But, early morning or around dinner time are often the best times the day to send an email.
The lunch period is also frequently a good time for sending emails.
• Try to send an email once a week. That’s often considered the ideal frequency. However,
some experts recommend sending even more often. But make sure the emails you send
are interesting and engaging. Don’t let quality suffer due to high frequency. And if you can
have a high frequency while also getting great results, then don’t reduce the frequency.
• If possible, make it so the subscriber can select the frequency of the emails they receive.
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29. Follow Best Practices
• Don’t purchase emails lists. They tend to have poor quality, the contacts are probably not
interested in what you have to offer, and purchasing email lists can result in other negative
consequences.
• Familiarize yourself with the CAN-SPAM Act as well as the GDPR guidelines. Knowing
what you can and can’t do will help protect both you and your subscribers.
• Segment your email contacts into different lists, based on their interests.
• If you wish your email recipient to take some type of action, whether it’s to make a
purchase, learn more, or something else, consider using the inverted pyramid method.
This is a design concept that focuses first on getting the subscriber’s attention; second, by
building anticipation of some type; and third, it finishes with a clear call-to-action.
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30. Track And Review Your Results
• When doing email marketing, there are typically two main metrics that are looked at, in
determining success. They include your open rate (OR) and your click through rate (CTR).
• The OR metric is a measurement that shows the percentage of emails that were opened.
For example, if you sent an email blast to 100 recipients, and 10 of them opened the email,
that would be an open rate of 10%. If it were opened by 20 recipients, it would be an open
rate of 20%.
• The CTR metric is a measurement that shows the percentage of total clicks received
through your email campaign. For example, if you sent an email to 100 recipients and one
of them clicked a link within the email, you would have a CTR of 1%.
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31. Track And Review Your Results
• According to a 2021 report by Campaign Monitor, the average OR across all industries is
18% and the average CTR is 2.6%.
• Keep in mind that there can be a significant range in averages, depending on the industry.
With a little online research, you should be able to find a report showing the average OR
and CTR for your industry.
• Make sure to review the results generated through your email marketing. Always strive to
improve your performance by seeing which campaigns received the best results. Then,
constantly revise your email tactics based on what worked for you. Also, experiment with
other marketing strategies and tactics you haven’t already used, to see if they will further
improve your results.
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32. About the Faculty
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33. About The Faculty
Joshua Lyons - josh@jjlyonsmarketing.com
Joshua Lyons, the managing director of Joshua Lyons Marketing, has been part of the marketing world
since 2009. He began his marketing career upon graduation from the University of West Florida, with an
education in public relations and marketing. Joshua worked for several companies, developing and
implementing proven online marketing strategies and boosting their exposure and revenue. After many
years of marketing, in commercial real estate, hospitality and other industries, Joshua began his own
marketing agency, Joshua Lyons Marketing. He launched his business in 2015 and continues to provide
marketing services for clients around the United States. Joshua works with new businesses,
entrepreneurs, larger established companies and organizations that are internationally recognized.
Additionally, his clients range in industry from banking, home repair, medical, professional coaching and
more. His company provides a variety of marketing services, but the core services offered include
website development, content writing and search engine optimization. Those who wish to learn about
marketing can read his company blog, which is designed to help individuals and marketing teams as they
develop their own online marketing strategies.
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34. About The Faculty
Steve Starzyk - sstarzyk@financialpoise.com
Steve Starzyk is a web designer and front-end developer that has been with Financial Poise
since it’s very first website. He is currently the Chief Technology Officer and is responsible for
maintaining our suite of websites and leading the digital marketing efforts. He followed his
entrepreneurial spirit and built a successful escape room business in Naperville, IL for four
years. He continues to do freelance web design, SEO and digital marketing.
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35. About The Faculty
Tina Powell - tina@csuitesocialmedia.com
Tina Powell is the CEO of C-Suite Social Media, a full-service digital marketing and social
media marketing consultancy for leaders in financial services who want to stand out. With
over 20 years of hands-on digital marketing campaign and strategy, Tina’s extensive
experience has kept her on the leading edge of marketing and social media. Prior to founding
C-Suite, Tina was a partner at Beacon Wealth Management, an SEC-registered RIA firm
acquired by Mercer Advisors. Tina is host of In The Suite – a podcast that explores
contemporary themes for women leaders in the financial services and wealth management
industry. Tina is aTEDx Speaker and judge for the WealthManagement.com Industry Awards
and Stevie® Awards. Tina earned a M.A. from New York University where she earned the
Prism Award and taught Integrated Marketing and Leadership in the Graduate Program. She
also earned B.S. from Fairleigh Dickinson University magna cum laude and holds a Series 65
license.
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36. About The Faculty
Chris Fritsch - cf@clientsfirstconsulting.com
As a Client Success Consultant and the Founder of CLIENTSFirst Consulting, Chris Fritsch
works together with leading professional services firms across the country to help them select
and implement marketing and business development technology to enhance value and
maximize return on investment. Chris writes and speaks nationally on topics including CRM
and related and integrated technology, data quality, digital marketing, client and competitive
intelligence, and she was recognized as a Top 10 Marketing and Business Development
thought leader by JD Supra in their Readers Choice Awards. For her contributions to the
business and practice of law, Chris has been inducted as a Fellow of the College of Law
Practice Management. Chris earned her law degree at Emory University School of Law,
where she served as managing editor of the Emory International Law Review, as well as
student and faculty technology consultant. Chris is based in Atlanta, Georgia, when she is not
traveling on Delta Airlines to spend time with clients.
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37. Questions or Comments?
If you have any questions about this webinar that you did not get to ask during the live
premiere, or if you are watching this webinar On Demand, please do not hesitate to email us
at info@financialpoise.com with any questions or comments you may have. Please include
the name of the webinar in your email and we will do our best to provide a timely response.
IMPORTANT NOTE: The material in this presentation is for general educational purposes
only. It has been prepared primarily for attorneys and accountants for use in the pursuit of
their continuing legal education and continuing professional education.
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38. About Financial Poise
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