Email Marketing Sequencing and Segmenting

Presented by Mike Clay on 05/14/2018 2:00pm

Email Marketing: the good, the bad, the Sender Score. Understanding why not all providers are created equal and how to build automation sequences that grow your business.

Email Privacy and Legal Concerns

In the US, there are more than 20 different laws that are already in place regarding email marketing and/or privacy concerns. You are probably most familiar with HIPPA, CAN-SPAM, ICANN, GLBA, FCRA and maybe even TCPA.

HIPAA (Health Insurance Portability and Accountability Act of 1996) is United States legislation that provides data privacy and security provisions for safeguarding medical information. ~U.S. Department of Health & Human Services

The CAN-SPAM Act, a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations. ~Federal Trade Commission

ICANN (The Internet Corporation for Assigned Names and Numbers) is a nonprofit organization responsible for coordinating the maintenance and procedures of several databases related to the namespaces of the Internet, ensuring the network's stable and secure operation. ~Wikipedia

The Gramm-Leach-Bliley Act (GLB Act or GLBA), also known as the Financial Modernization Act of 1999, is a federal law enacted in the United States to control the ways that financial institutions deal with the private information of individuals. ~TechTarget

The Fair Credit Reporting Act, 15 U.S.C. § 1681 (“FCRA”) is U.S. Federal Government legislation enacted to promote the accuracy, fairness, and privacy of consumer information contained in the files of consumer reporting agencies. ~Wikipedia

The TCPA is codified as 47 U.S.C. § 227. The TCPA restricts telephone solicitations (i.e., telemarketing) and the use of automated telephone equipment. TheTCPA limits the use of automatic dialing systems, artificial or prerecorded voice messages, SMS text messages, and fax machines. ~Wikipedia

Legal matters surrounding privacy are even more strict in other countries like Canada.

Most recently, GDPR has made its way into the headlines imposing a rather quick enforcement of new privacy laws throughout Europe.

You must be aware of these laws and restrictions, wherever you are in the world and it is your responsibility to do your due diligence and apply them. We recommend contacting your legal advisor to determine how to apply the laws that are applicable to your situation.

We are neither experts in the privacy laws or attorneys able to provide you with the best legal practices for you or your business. Our focus will be on how to ensure that the email marketing campaigns that we build will have the best possible chance of reaching the people who have expressed interest in what we have to offer and are currently in our email lists.

Deliverability of your Emails

There are many elements within any email that can affect the reliability of your email reaching your intended recipients. We’re not talking about email being delivered to the wrong place, we are referring to your email being delivered at all.

The intent of email marketing is to increase your conversion rate, which in turn will increase your sales, and assist you in growing your business. So, you can see the problem if you don’t know what elements to focus on and which email marketing practices to avoid within each email in order to increase your email’s deliverability.

All email service providers are not equal.

Email FROM name and Address

When you are building out your email marketing campaigns it is imperative that you have a consistent “FROM” name, as well as a consistent address. This name and address is not your name and address, but that of the email service provider and the internet address that it is being sent from.

Part of the internet address of email providers is called an IP address. An IP address that is “owned” by an email service provider can be assigned to many people who have accounts with the provider. If the provider is not carefully monitoring a shared IP address, it might be flagged by other enforcing agencies and placed on a “blacklist”. Blacklisted IP’s are not allowed to send email.

Therefore, ensuring you are using a quality email service provider can and will affect your email’s deliverability. Work with an email provider who is constantly and carefully monitoring, updating, and taking action to ensure that their IP’s are kept clean.

Authenticating Your Email

SPF – Sender Policy Framework

SPF is a form of authentication. An SPF record is a type of Domain Name Service (DNS) record. This SPF record can see which mail servers have the privilege to send email on behalf of a domain and lets the recipient know if the server that sent them mail should be sending mail from that domain at all.

SPF can detect spoofing and spammers. An email from a domain without an SPF is suspicious and increases the chance of your email getting marked as spam or blocked, and hence, not delivered.

DKIM – DomainKeys Identified Mail

DKIM is a way to ‘sign’ an email with a digitally encrypted signature.

Using your own DKIM helps you take control of your reputation and protect your users because it helps identify you as the sender, thus increasing your trustworthiness and the probability of your email reaching your recipients.

DMARK – Domain-based Message Authentication, Reporting & Conformance

DMARK is also an email authentication policy. It uses SPF and DKIM to establish the sender’s identity.

Publishing and enforcing a DMARC policy reveals information to the recipient’s internet service provider (ISP). The information lets it know that the sender is authentic by aligning their DKIM and/or SPF domains with the “Friendly-From” domain that the user sees – something only the domain owner can do.

DMARC also gives the recipient ISP the opportunity to report back to the sender. The recipient ISP can report about the emails it has received from the domain in question. Which, can alert the sender about phishing attempts and the success of their authentication efforts.

As you can see it can get somewhat confusing but the bottom line is to ensure that any email your recipients receive will only be from you and will not be a deception on behalf of a malicious fake.

Email Subject Line Etiquette

  • Align your subject with the content you will provide.
  • Do not be deceptive in any way, shape, or form.
  • Avoid or limit using special characters.
  • Don’t use ALL CAPS – not even for a few words.
  • Don’t use SPAM Stop Words.
  • Do not use excessive punctuation!!!!! (Ses what we did there?)
  • Don’t preface your subject with RE: or FW:


Tips for List Health

  1. Clean your list once every few months –
  2. Be consistent in sending email
  3. Use messaging automation to auto remove people (if your email system does not have automation then get a better email service

How to Start Building Your List

Freebies Work

Giving away something free in order to obtain a lead is acceptable (and encouraged) however, let subscribers know

  1. “By joining my list you will receive X”
  2. “By being on this list you agree to X and will receive emails about X”

Your job should not end after you send a single email. Start tracking your campaigns and the results you yield. Use tagging to segment your list and create additional campaigns that will address information specifically for your segmented leads.

Converting Email Campaigns – The 5 P’s

  1. Problem
    Describe the pains of their current situation and the cost of not taking action
  2. Promise
    Reveal what life will be like once they utilize your transformation Framework (point B) Desire and aspirations.
  3. Proof
    A real story of yourself or your clients with specific and tangible results. MAKE IT REAL
  4. Ping
    Create an interactive discussion by requesting feedback or asking questions
  5. Promotion
    Foster a sense of urgency and fear of loss by compelling them to act now. Make a personal challenge to them.

The OPT-IN Sequence to Grow Your List

Use the freebie offer and the 5 P’s email campaign sequence.

  1. Don’t send them the information.
  2. Send them a link to the download and include a free training
  3. Provide the training is first on your download page
  4. Each link in the training will trigger an email list segmentation via a tag which then moves them through an email campaign.




Email Service Providers







Presenter Bio: Mike Clay

Mike Clay is a Digital Marketing Consultant. Mike founded Clay Digital Consulting - an Atlanta based firm of Marketing Consultants, in 2013. His team is highly trained in Digital Marketing and Branding. With skills ranging from graphics design to Neuro-Marketing, they push the limits to the cutting edge and work to be the innovators in the Digital Marketing industry.