information, influencing decisions and converting prospects to customers. It is one of the most critical ‘owned’ assets
you have in your marketing arsenal. You can control who gets which message, at which time and frequency. You
control the quality and quantity of your subscribers.”
~ Erik Harbison, CMO, AWeber
The better online marketers:
59. Capture email addresses with landing pages: The reason prospects trade their email addresses for
content is they see value in it. Can you offer valuable advice?
60. Use progressive profiling in some forms: Successful marketers recognize repeat visitors and aim to collect
additional insights regarding their needs.
61. Use an email opt-in pop-up form or landing page: A lot of companies feel pop-ups are rude or annoying.
They happen to be the same companies whose email databases grow slowly.
62. Send enewsletters: When prospects give you their email they’re giving you permission to market to them.
Effective marketers act on it regularly.
63. Offer autoresponders: Marketing automation 101 suggests you use its power to nurture leads with the pre-
planned delivery of useful content.
64. Send behavioral email: The actions prospects do and don’t take should inform the messages they are sent.
65. Send transactional email: The better marketers thank their customers, offer additional value in follow-up
email, and upsell.
66. Test subject lines: Open and click-through rates are the measures of success in email. Simple A/B tests on
subject lines increase effectiveness.
67. Track email metrics regularly: Your email service provider collects the metrics you need. It’s on you to
examine the numbers and improve your programs.
Social media marketing
Old school marketers continue to dismiss social media marketing. It makes no sense. Your customers are on social
media looking to do business with people they trust.
“Want your brand to be more successful? Wrap social around every business practice and ditch the win-win
mentality. Embracing learn-learn increases the value of relationships for all parties. This can put you in a much