Become a MailGenius Lead Paramedic with Troy Ericson

Tune in as we talk with Troy Ericson, the one and only Lead Paramedic. We dive into automations, promo v primary tab, re-engagement campaigns and so much more!

Reviving Dead Leads with Troy Erickson

Do you have unengaged subscribers on your email list? Don’t fret; this episode is for you. Today on the show, we have Troy Ericson. Troy is the founder of Lead Paramedic. He goes over how to revive dead email lists and maximize your revenue from your email campaigns.

Listen in and learn.

How did Troy get into email marketing? (01:08-02:59)

In college, Troy knew that he wanted to be in the digital space. At that time, Facebook ads were hot, and that’s kind of what he got started in. He found someone on Upwork, and they built a project and in one year, they collected over 147,000 email subscribers and almost 22,000 customers. It was baptism by fire. He made mistakes along the way but was able to learn so much invaluable information about email.

He took in a second email marketing client. He set up a campaign for him that included a few emails as part of an autoresponder. Everything was going well at the beginning, until he let the client handle the campaign. All of a sudden, the client told him he was going to quit because the emails were going to spam. He took over from the client, and within a few months, they got over 50k from email. At that point, he realized something unique with the results, and he decided to start the Lead Paramedic agency to help more people.

What does a dead lead look like, and how do you deal with them? (04:36-05:43)

Dead leads differ from one person to the other, depending on the domain’s reputation. For people with a good domain reputation, dead leads can be people who have not opened emails in 90 days. With a medium domain reputation, a dead lead is anyone who hasn’t opened emails for the last 30 days.

The best way to deal with dead leads is by reengaging them or deciding to cut them off. The beauty of re-engagement campaigns is, if well used; they can revive a good percentage of the dead leads.

What are the biggest mistakes that people make when it comes to re-engagement campaigns? (06:07-07:52)

Blasting away and not managing how many re-engagement emails they are sending. A lot of people have an automation set up where after X number of days, they send emails out to people who haven’t opened in so long.

Before starting a re-engagement campaign, it is essential first to understand what drove the leads to become dead leads. It is crucial to understand the dead leads. Understand who they are and what they’re going through and put something in front of them that they’re interested in.

What the secret behind running successful and consistent re-engagement campaigns, according to Troy? (08:33-10:14)

  • Pick the theme you want to go with for the engagement campaign.

  • Be confident in what you want people to do.

  • Have a solid call to action.

  • Have a specific reason for emailing people. People love to be contacted for a reason. You can use the nine words email by Dean Jackson. Shorter copies perform better, and they have a lot of replies. For example, if you are in eCommerce, the best thing to do is to send out an email with your best possible offer.

For people looking to start their re-engagement campaigns, what should their volume look like? (11:58-13:10)

  • Start slow. If you have two groups of people, those who haven’t opened emails in the last 60 days versus those who haven’t opened emails in 90 days, it is wise to start with the 60 days group.

  • For a higher open rate, consider changing names. This will give your emails a new look at your recipient’s inbox. The fact is, if somebody is not opening your emails and you do the same thing, they are not likely to open your emails.

What does it take to have a successful email marketing campaign? (14:43-20:09)

  • Have a mutual understanding of what’s going to happen when one joins your email list. It sets the tone for your audience. Do your homework on your audience. A great place to find out more about your audience is Reddit.

  • Be human and understand you are emailing another human. People want to talk to other people, not a company.

  • Group your list into three pools, depending on what they bought. This helps you understand what people like and what they resonate with.

How important is deliverability to you and what is your strategy and workflow to solve issues? (22:40-24:31)

In email marketing, email deliverability is critical. One of the deliverability issues is spamming, and it takes time to resolve. How do you deal with spamming?

  • The essential thing to do when dealing with spam is to stop the bleeding and cut down your list size.

  • Identify the spam and promotion tab triggers and eliminate them. This helps you ensure that your emails land in the inbox and not under spam or with promotion emails.

  • Engage with the active subscribers until your open rate goes back up then consider starting a re-engagement campaign. Be extremely cautious with the re-engagement campaign. You don’t want your spam rate going up again. 

  • If your domain reputation is ruined, consider getting another domain. People will hardly notice, but you'll still need to build up your domain reputation either way.

How can non-technical people figure out what their domain reputation is? (25:22-26:18)

Deliverability is creative in most cases. For non-technical people, they should keep an eye on their open rate and spam rate. The open rate should never get below 15%, and the spam rate should never exceed 15%. If you have single digits for your open rate, you can be sure that your emails will land to the spam box.

If you just notice like a rapid decline in a particular email or just overall, you’re probably running into a few issues with that. The best thing to do is to set aside some of the leads go through your emails and make sure that there are no spam triggers and things that can make people not want to open my emails and just remove those things.

What’s the most common mistake that people make when it comes to email deliverability? (27:15-28:02)

Not having the foundational understanding of cold emails and thus ends up emailing everybody. The best way to deal with this mistake is by cleaning up your email list.

How vital are segmentation and personalization when it comes to email marketing, and how should they be implemented? (28:33-30:16)

It is nice to have segmentation and personalization in place. With segmentation, it is just getting some basic information that is required for somebody to buy something or for somebody to opt-in. When it comes to segmentation, location is huge. Our email recipients appreciate it when they feel well thought of, for instance, when you use their location on the subject title, they think it’s awesome.

Gmail’s primary tab versus promotion tab (32:14-37:33)

This is a hot topic, and anyone who has been in the industry knows it cannot be ignored. If you have an open rate of 22% and some emails start slipping into the promotion tab, the open rate might end up dropping to 13 or 14%, and you’ll miss out on both the money and brand reputation.
To ensure that your emails don’t land into the promotion tab, make sure you avoid marketing words or phrases that could go promo.
To be sure of where your emails will be delivered, consider using inboxing tools. The tools give indicators of where the emails will land. If the tool indicators the emails will go to the spam folder or promotion tab, keep tweaking and testing until you get to the primary tab.
Office 365 announced that, like if you don’t have a DMARC verification, they’re going to start blocking emails that are coming from domains without DMARC. The going is getting tougher. It’s high time you ensure that your emails get into inboxes.

MailGenius Monitoring (38:23- 40:27)

It’s going to start with a beta program. So we’re looking for paid beta testers. They get into the program for only $50 a so they get half off. So we’re looking for people who are super passionate about email and looking for people who want to give us feedback to help shape, what this product ends up looking like, and helping to make it into something amazing

It is relatively straightforward, but kind of the future vision of what we have is eventually, you’ll be able to get your own MailGenius test address, and you can just add it to your list as if it was a subscriber. Then we’re going to start scanning your emails and we’re going to start looking at different things within your emails. If we notice any red flags, for example, maybe you had a short link in your email and you didn’t know that negatively impacts your deliverability.

Or perhaps you were posting a blog article to a third party, but you didn’t realize that that third party was on a blacklist or maybe just the link you posted was a broken link. Things that can negatively impact either your deliverability or the experience for your customers, you’ll be notified via email.

Access the beta program
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