Introduction: In this video, Tony Hallewitsch provides a reality check for viewers who are preparing to send their first Act Marketing Automation email. He begins by highlighting an important fact: approximately 80% of the emails sent through this tool will not be opened by recipients. Despite this, Tony encourages viewers to embrace this reality and focus on optimizing the remaining 20% that do get opened. He shares practical tips and considerations to improve the effectiveness of marketing emails and emphasizes the need for clear goals and expectations.

1. Understanding the 80% Failure Rate:

• Tony emphasizes that around 80% of the emails sent through Act Marketing Automation will not be opened by recipients.
• He points out that this is not necessarily a bad thing and encourages viewers to work from this number when assessing their email marketing performance.

2. Preparing the Template:

• Tony advises viewers to have their logo ready in a graphic format and to consider the colors and theme of their business when designing the email template.
• He recommends using a simple format and not obsessing over design since preferences vary among recipients.

3. Subject Line Importance:

• Tony stresses the significance of the subject line in emails, as even recipients who don’t open the email will still see it.
• He shares his strategy of starting each email with his name in the subject line to promote personal branding.

4. Clean Email List:

• Tony advises viewers to ensure that their email list is clean and free of bounced or invalid addresses to maintain a good sender reputation.
• He recommends using groups in Act to organize the email recipients effectively.

5. First Email Drip:

• Tony suggests that for the first email sent, it’s better to keep it simple and not set it up as a drip campaign with multiple follow-ups.
• He encourages users to monitor the first email’s performance before making it more complex.

6. Set Clear Goals:

• Tony emphasizes the importance of setting specific goals for the email campaign, such as encouraging recipients to take specific actions, register for events, or purchase products.
• He urges viewers to be proactive in following up with recipients who respond to the email.

7. Time Investment:

• Tony acknowledges that the initial emails may take more time due to learning the system and figuring out best practices.
• He highlights the long-term benefits of investing time and energy into email marketing.

8. Handling Complaints and Opt-Outs:

• Tony advises viewers to be prepared for potential complaints or opt-outs from recipients who feel overwhelmed by emails.
• He encourages users to manage bounce-backs and opt-outs efficiently.

Conclusion: Tony Hallewitsch offers a realistic perspective on sending Act Marketing Automation emails, focusing on optimizing the 20% that get opened. He provides practical advice for designing the template, choosing subject lines, setting goals, and managing email lists. Tony emphasizes that successful email marketing requires thoughtful planning and continuous improvement based on recipient engagement. He urges viewers to embrace the challenge and make the most of their email marketing efforts.