Richard Lindner has been the president of Digital Marketer since 2008 and he's created numerous email campaigns, yielding remarkable open and click rates. But what's worked in the past, doesn't always work in the present. Richard explains his thoughts about email and what caused Digital Marketer to shift focus and build an editorial-style email newsletter, which was different from what they'd been doing for many years. He also shares how sending an internal newsletter can help an organization with the alignment of their company goals and the team that is charged with leading them.

Key Points From This Episode:

• Email expedites every stage of the customer value journey and is the way that we continue to add value to prospects who may not be a customer.
• How you build the list and how you talk to the list and how you get them to be there when you're not talking to them and remember you and buy stuff from you.
• Four questions to include in every email that you write: 
  • Why now? 
  • Who cares? 
  • Why should they care? 
  • How can you prove it? 
• Increase engagement by adding value. Not everything you send has to ask for something. 
• Internal marketing is important because a team needs to understand how it ties back to the mission, the vision, the values, and the purpose.
• Writing a weekly internal newsletter, making sure that people understood just that - What is going on right now in the company? What are we thinking about? What are the big decisions? What's important? What are we researching and reading right now? 
• Companies need to know when there is a need when there is a segment of your internal database that needs to be nurtured. 

Tweetables:

“What is going on in your ideal customer, in your subscriber's head right now that makes the message that you have, or the thing that you're interrupting them to tell them important?” — @RichardLindner

“My whole mission in email is to keep email conversational. To write it to where if I read it out loud, it wouldn't be an awkward conversation between two humans.” — @RichardLindner

“Marketing at its core is just the articulation of the transformation from the before state to the after state.” —@RichardLindner

“Today I think the odd part is, most employees know more about a lot of things, probably more than ever before about what is going on in the company, but less about what's important and what the focus is and how that ties back to what they do.” - @RichardLindner

Links Mentioned in Today’s Episode:

Richard Lindner on LinkedIn

Bryan Kelly on LinkedIn

Perry Belcher on LinkedIn

Rasa.io

Digital Marketer

Recess.io

Mailchimp

AWeber

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