Welcome back to another episode of Pushing Send. Today on the show we have Brennan Dunn, who will be describing some early lessons in email marketing. Brennan has been in the freelancing world for many years and currently makes his living by providing software and products to freelancers and consultants from his home office. Brennan is a master of segmentation and automation and in today’s episode he shares practical tips on how to best utilize these parameters when thinking about email marketing. During our conversation, we talk about foundational principles for the next best products and how to structure your newsletters to subtly promote them. We also discuss the concepts of Shadow Newsletter, and Dynamic PS’ and what to do with collected segmentation data. Stay tuned, because you don’t want to miss out on today’s mind-blowing interview with one of the leading email marketing guys out there!

Key Points From This Episode:

• Brennan shares what life was like before becoming well-known for email marketing.
• Brennan talks about how he came to the idea of segmentation and automation.
• How to make sure recipients get what they want from the content you send them.
• A foundational principle for how great products are born: Keep your ear to the ground.
• He explains segmentation and automation in more practical details.
• The middle ground between ‘one-size fits all’ and a personalized email. 
• Brennan shares details of the concept: The Shadow Newsletter.
• What a Dynamic PS entails: Offer funnels.
• How to use your email newsletter to subtly promote products.
• Brennan shares tips for listeners that are new-to-email newsletters. 
• What to do with collected data for optimized segmentation.

Tweetables:

“My attitude with email marketing or really, online business in general, has always been to keep my ear to the floor and listen to what is being said. Whether directly to me or inferred by reading between the lines and then respond to that with products, or future educational email content, or articles or videos — whatever it might be.” — @brennandunn [0:07:23]

“I wanted to really think about how can I try to find the middle ground between one-size-fits-all versus the one-to-one, highly personal, highly specific way of communication.” — @brennandunn [0:12:06]

“Personalization done right is really just the reaction to segmentation data.” — @brennandunn [0:20:44]

Links Mentioned in Today’s Episode:

Brennan Dunn on LinkedIn

Brennan Dunn

Brennan Dunn on Twitter

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