2021 email marketing checklist and resources for accountants

Key quotes:

• "Essentially, the marketing automation market is a “long tail” distribution of vendors; a few 1+ Billion USD giants, 10 to 25 leaders with 100 Million USD or more in revenue, and then the rest of smaller firms — from 1–3 person micro-SaaS companies to substantial firms with millions in revenue."
• "These companies generate Billions of revenue per year just with their marketing software (and we are not speaking about the other stuff they can sell)."
• "Regarding the strict marketing automation aspect, the Giants have an offering delivering the majority of the functionality expected by a marketing department of large companies."
• "Companies from this segment provide a single product, meaning “only” a marketing automation platform and are usually on the market for 10+ years."
• "Take care, even if some vendors offer a starter kit for only 200 USD/month, the small or medium size company with decent marketing requirements could see its annual bill exploding to 30’000 USD or more."

Key quotes:

• "Think of all the emails you receive and send each day, either for private or business purposes! Here are some email management tips that will help you understand your current productivity score and increase it by 90%."
• "Making use of these tips will reinvent how you write, reply, receive, organize, and even think about emails."
• "Here are some actionable tips on how to deal with that never-ending pile of emails: By effectively dealing with an overwhelmed inbox you increase your productivity Score by 20%."
• "To avoid that, follow these rules: By learning how to avoid phishing emails you increase your productivity Score by 8%."
• "By shortening your emails you increase your productivity Score by 10%."
• "To increase your productivity, leave the small talk for eye-to-eye meetings and learn to write emails that get straight to the point."

Key quotes:

• "And webinars surely are not the only tactic here — offering potential customers any free value-added resources goes a long way, particularly if the prospect is unable to start a buying cycle."
• "That said, COVID should be a forcing function to assess the most performant channels and cut the proverbial fat as well as to reconsider your addressable target market: if travel is one of your target industries, you are certainly thinking about how to double-down on some of your others."
• "If your business is serving a hard-hit industry such as travel, consider preemptively offering to extend customers’ contracts by the number of months they were impacted (or even more)."
• "Companies need to provide thought leadership and resources to existing customers mirroring how they would engage new prospects."

Key quotes:

• "With the right coupon marketing strategy, you can target customers where they already spend time online: via email, text, and social media."
• "For example, Biko, a Canadian jewelry brand, offers shoppers $15 off their first order in addition to access to insider-only discounts: Since this site’s target audience is most likely millennial women with an interest in fashion and unique accessories, Biko captures the emails of people who want to buy more amazing products and also save money."
• "Use email marketing to help keep limited-time offers top of mind for your subscribers."
• "Based on survey results and customer comments, other discount options include: Over time, your customer preferences might change due to new interests, experiences, and advice from their network, so experiment with the types of offers you share."
• "Ask yourself questions like what kinds of products do repeat customers buy the most and what types of rewards do they use the most-percentage discounts or dollar savings."
• "For example, if a customer uses a coupon, send a thank you email and include links to similar products they might be interested in buying next time."

Key quotes:

• "Check out these 141 amazing headlines based on numbers (including the title of this article)."