3 Dos and Don’ts of Successful Modern-Day Email Marketers

In this talk, Greg dives into the evolving landscape of email marketing, offering both “dos” and “don’ts” to help marketers achieve better results in today’s environment. Drawing on nearly two decades of experience, Greg emphasizes that while some best practices remain constant, many evolve over time. He highlights high-impact strategies like automation, using social proof and value messaging, and integrating SMS as a complementary channel. On the flip side, he cautions against practices that can hurt performance, including overloading welcome emails with brand stories, purchasing email lists, and using large chunks of text that impede readability and engagement. The talk provides actionable insights for both novices and seasoned marketers, offering clear guidance on how to drive sales while staying compliant and customer-focused.

What You’ll Learn

• Why automated, behavior-based emails outperform scheduled campaigns and which types drive the most sales (welcome messages, product abandonment, cart abandonment).
• How testimonials, top-rated products, and value messaging like free shipping or return policies influence buyer decisions.
• Collecting first-party opt-ins and integrating SMS with email for higher conversion rates.
• Avoid overloading welcome emails with brand stories, never purchase email lists, and minimize large blocks of text.
• Balancing visuals and text while adhering to accessibility standards.
• How to focus on subscriber intent to drive engagement and conversions efficiently.