As a marketer, your house list is the most important thing in your life. This is a step-by-step framework to learn how to protect and grow it, and maximize profit with it.

1. Email Marketing: Nurturing Your
House List
JENNIFER WONG, MARKETING, OPTIFY
@JENERATIONY | JENNIFER@OPTIFY.NET

2. The Lead Generation/Lead Nurturing Marketing Loop
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3. Know Your House List Segmentation
Customers
Marketer – Contact Agency – Contact
• All accounts, all time, email • All accounts, all time, email
opt out is false opt out is false
Marketer – Lead Agency – Lead
• All leads, all time, email opt
out is false, lead status is call
House • All leads, all time, email opt
out is false, lead status is
working/nurture/re-opened
List working/nurture/re-
opened, is a marketing
agency
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4. Set Goals
Establish Baseline
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5. Plan, Set up, and Execute Campaigns
Killer Offer
Killer Next Step Future Landing Page
Offer Offer Offers
Request a Thank You
Sign up for Page
product
our Webinar
demo
SEO Project
Management Thank You
Template Email
Download Request an
our 5 steps to inbound
creating a marketing
keyword list assessment Email Template
for Sales
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6. Creating the New Offer
In-house
expertise
Sales
Industry
team
topics
feedback
SEO New Product
strategy Offer related
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7. Landing Page(s) & Thank You Page
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8. Landing Page & Thank You Page Checklist
 Is there a call to action?
 Is the page informative, enjoyable, and visually pleasing?
 Is it a navigable or no-nav landing page?
 Is the landing page contextually relevant to the asset they were at before hitting
the landing page?
 Has the form been tested and integrated?
 Do they get follow up email, show up in SFDC, land on right thank you
page, get the right content, are all the fields in SFDC populated, are they
attributed to the right campaign
 Have you proof-read the content?
 What is the next call to action of the Thank You page?
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9. Customer Email & Prospect Email
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10. Email Checklist Before Hitting Send
 Send test email - Litmus  Check dynamic fields
 Send email internally  Check tracking
 Verify subject line  Test links
 Check the scheduling  Proofread
 Check the list - recipient and
exclusion
 Verify “From”
 Send real test email
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11. Cross-Channel Promotion
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12. Next Steps Checklist
 Can we add it to 3rd party syndication?
 Can we repurpose the content for another type of distribution?
 Webinar?
 Blog post?
 Byline?
 Presentation?
 Video?
 Has it been added to the nurturing workflow?
 Can we do a website promotion?
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13. Deliver On-
Target Leads
to Sales
Measure your programs
Share your success
Refine and start over
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14. Timeline
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