Liz Willits, is an email marketing expert at AWeber. She shares how she took her experience working for this major email marketing tool, and now uses it to help clients dramatically improve their email ROI. She also discusses how she saw the power in collaboration and how an outside perspective can further improve the content of your email marketing.

Key Points From This Episode:

• Unlike social media, an email list is something you own and you can use it on any email platform.
• A successful email marketing plan can help with business growth when it is done well. 
• Email deliverability is important. ISPs like Gmail and Yahoo will determine if your email is going to go to the inbox based on engagement.
• Avoid getting marked as spam by trying not to trick people. No clickbait or frequently changing the sender name or email. 
• Give people value instead of only trying to sell to your subscribers. 
• Just because you feel a certain way does not mean your audience feels a certain way. People have all different kinds of thinking.
• You need to be catering to all of the people in your audience, whether they make quick decisions or whether they're more thoughtful and they need more information before taking an action or making the decision. 
• A/B tests show that copy matters. This can be tested with a big list. 
• A subscriber survey can be the most direct way to learn what your audience wants.
• Interactive content and a visual hierarchy in your newsletter can help encourage your readers to click on content. 
• A journalistic background and a copywriting background can be a really powerful combination for creating conversational emails that convert. 

Tweetables:

"I think the most important skill for any marketer to have,is at least to have one copywriter on the team because good copy is the thing that makes people take action. Your email can look great, but good copy is what's going to get people to take action."   @LizWillits (00:20)

"Think about email marketing, like a relationship with a friend or a family member and treat your subscribers like how you would want to be treated and how you would treat a friend and a family member." @LizWillits  (06:15)

"Just because you feel a certain way, does not mean your audience feels a certain way. This is how I feel and so my audience, they feel that way too. And that's just not the reality. People have all kinds of different ways of thinking." @LizWillits  (09:57)

"A lot of people don't feel still in the marketing world that copy matters and an AB test can clearly show that copy does matter." @LizWillits (13:34)

"Really great writers know how to get the reader from A to Z in a story. They know how to tell a story without too much detail, but with the right amount of detail, to give the reader everything they need to know." @LizWillits (20:23)

Links Mentioned in Today’s Episode:

Liz Willits on Twitter

Liz Willits on LinkedIn

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