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Effective Sales Follow Up Email Strategy

“Effective Sales Follow Up Email Strategy” video and written by Mike Marko.

Are you struggling to get email marketing to work?

You’re not alone.  In fact, I used to struggle with email marketing at first.  It’s not easy when you first get started.

There are specific techniques and strategies that make up an effective sales follow up email marketing strategy.

That’s why today I want to talk to you about the sales follow up email strategy that I use with great success.

How To Build A Sales Follow Up Email Strategy That Works

In the follow video I give an overview of the sales follow up email strategy.

VIDEO: An Effective Sales Follow Up Email Strategy

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Below you’ll more details on the effective sales follow up email strategy.

Five Phases Of Email Marketing

There are five phases for email marketing.  They are:

  1. Indoctrination
  2. Engagement
  3. Ascension
  4. Segmentation
  5. Re-Engagement

Let’s talk about each phase in more detail.

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1. Indoctrination

So you got subscribers from your capture page… a potential customer has given you permission to contact them.  This is a big deal!

So now what do you do?

The first step to to teach your new prospect about you, your company and what you’re all about (your brand).  That’s where you have to indoctrinate them.

Things you need to do in the first few emails are tell them:

  • Who you are
  • What do you do
  • How are you different from everyone else
  • What should they expect from you by way of emails, and how often
  • What they should do next

2. Engagement

The role of an engagement email is to convert leads/prospects into customers.  The engagement emails make the offer and ask for the order.

You’ll never make a sale if you don’t ask for it!

3. Ascension

Ascension is where the big money is… and this is also where many leave money on the table.

For every offer you make to your audience, there will be some that WILL buy more.  And how you monetize that is through the ascension emails… and those should start IMMEDIATELY after they make their first purchase with you.

Don’t wait!

They already have their credit card out.  Take advantage of that and sell them on the next thing they should buy to compliment what they already bought.

Struggling Getting the Business Success You Deserve - yellow text 3

4. Segmentation

You can’t treat ALL leads, prospects, and customers the same:

  • Some don’t know you
  • Some have expressed an interest to be helped in a particular area
  • Some have bought from you
  • Some may have met with you or talked to a rep

Sending the exact same follow up or broadcast to everyone on your list is not only a waste, but can also drive potential customers away or have your emails end up in spam folders.

Make sure you segment your lists to help ensure you are talking to your customers about their specific needs.

I like to set this up so it automatically happens with my clients: depending if the prospect clicks a link, opts into a particular capture page, buys a product, or even doesn’t open up emails for a while, I make sure they get a follow up series and broadcasts based on their needs and desires.

5. Re-Engagement

If you ignore the leads that are no longer opening your emails, you’re leaving a lot of money on the table.

That’s where the re-engagement emails come into play.

Keep testing if they are interested by having them opt into a new lead magnet or offer.  And if they show no interest, keep them in the “dead email” list until they do respond and opt into an offer.

If you don’t do this type of housekeeping, you can also hurt your deliverability.  Email providers like Gmail and AOL watch for unopen rates, and you could have more and more of your emails landing in Spam folders if you aren’t careful.

Final Thoughts On An Effective Sales Follow Up Email Strategy

Take the time to follow this sales follow up email strategy to improve the success of your email campaigns.  Email marketing is extremely important in any internet marketing campaign.  Take the time to setup your email campaigns and marketing funnels correctly.

If you want help in improving your email marketing, feel free to contact me and we can talk about the different consulting options we offer.  Or use the link below to apply for your “Results in Advance” free consultation and let’s get started right away:

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Article: Effective Sales Follow Up Email Strategy

Grudge Match: Getresponse Review vs Aweber Review

“Grudge Match: Getresponse Review vs Aweber Review” written by Mike Marko.

Are you looking to improve your email marketing results?

I bet if you are doing email marketing you are always to improve your results… because it affects your business’ bottom line.

If you are not doing email marketing for your business you are really missing out.  It’s an important aspect in any marketing campaign.  There are so many reasons that you should use email marketing including:

  • Give reasons why your potential clients should buy
  • Build trust over a period of time
  • Keep you in the back of your potential clients’ minds
  • etc.

That’s one of the reasons I decided to do some testing between Aweber vs Getresponse to see which platform worked the best.

GetResponse Review vs Aweber Review

Before we dive into the good stuff, let me give you a little background with regards to my experience with Aweber and GetResponse.

My Autoresponder History

When I started marketing online years ago, I started with Aweber.  My mentor was using it and promoted his affiliate link to me to buy.  So I did.

Aweber is a great tool for beginners because it’s relatively easy to pick up and start using.

I used it for a year before deciding to switch over to GetResponse (mainly because I was told that the deliver-ability was better).

I used GetResponse up until recently…

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About Six Months Ago

Towards the beginning of this year I noticed that there was a significant drop in my email open rate.  The test emails I had entered into the autoresponder was being now sent to spam in both gmail and hotmail.

I didn’t think too much of it… at the time I was busy focusing on other things, but I knew that several of the mailing platforms had made some algorithm changes as to catch spam email.  I thought that by just telling people to whitelist the emails that my deliver-ability would go up.

About three months ago my dad (yeah, he subscribed to my email list) told me he was worried that something had happened to me because he was no longer receiving my emails.  Hmmm… I was sending them.

About two months ago I was working with a clients email autoresponder and noticed his open rates were averaging 10% or higher and he needed some work on his email titles.

Started Doing Some Testing

During this time I changed domains for my emails to see if that would help… nope.

I wrote a few emails completely with text and made sure the spam score was zero… that didn’t help.

And I segregated the emails out of my list that hadn’t opened an email in the last six months.  I created a “quiet list” of about 1200 emails. That had little effect on my open rate.

GetResponse Emails Unopened Segregated List

To create my segregated list I sent out an initial email (“so what’s up?”) on August 8, 2016 to people that had not opened emails in the last six months that had been on my lists for at least six months.  I got an open rate of 0.27% and a 28.47% bounce rate.

To those that didn’t open that email I changed the email title around (“[[name]] Is this you?”) on August 9, 2016 and got a 0.40% open rate and a 28.16% bounce rate.

Then on August 11 I followed up with another email to those who hadn’t opened either email with a new email title (“i thought we were friends”) and got a 0.31% open rate, a 0.09% unsubscribe rate, and a 27.91% bounce rate.

On August 14 I again sent another email (i decided to call it quits – sorry) and got a 0.27% open rate and a 28.21% bounce rate.

Finally on August 16 I sent a final email (this is my last goodbye) to those whom hadn’t opened a single email yet and got a 0.09% open rate and a 28.13% bounce rate.

Then I segregated everyone whom hadn’t opened a single email and put them in their own list.  The plan was I would at use the list to run Facebook ads.

Introducing Aweber

Since the switch to Getresponse, I had kept my payments going to Aweber.  I felt that I didn’t want to let that account go.  I thought about switching back several times, especially when I learned about AW Pro Tools to help automate some aspects of Aweber, but then Getresponse soon after released their beta of Automation so I decided to stick around and try it out.

It was at this time when I started doing more work on one of my clients email funnels in Aweber and I kept on seeing open rates much high on my with solo ad traffic (the majority of my traffic is warm market).

It was then that I decided to do a test.

My Test

I started off testing Getresponse vs Aweber by sending test emails to my gmail and hotmail accounts.  I sent simple text only emails, and made sure the spam score on both was zero.

Aweber delivered.  Getresponse hit the spam.

I then imported my “dead” list into Aweber.  This is where the results get REALLY interesting.

Within 24 hours I got a surprising open rate from what was supposed to be a dead list.

Aweber review vs getresponse review

With just ONE EMAIL (“I missed you”) I got an open rate of 2.2%.  Even more surprising was that my bounce rate was only 2.0% vs around a 28% bounce rate for GetResponse.

I’m continuing to do more tests.  I have a new list developing where the open rates of 20 emails in an autoresponder ranging from an open rate of 10% to 50%.  That is unheard of in my Getresponse campaign…. using the exact same email titles in both.

Aweber Features

While I was using Aweber there are several things that I love about the tool.

  • The open rate dashboards are far superior to that of Getresponse.  You can quickly see which emails are performing and which ones are not, and make adjustments as needed.
  • The simple automation added in Aweber make it easy to add people in other lists when they subscribe to another.  Or you can have someone unsubscribed from a list when they are added to another list.  This helps with list management (AW Pro Tools has a lot more functionality that you can use to make your campaigns more dynamic).
  • You can easily tag emails so you can track and segregate within a single list.

My Choice

My choice is pretty easy after doing all my testing… and that is to pick Aweber of Getresponse.  I’m in the process of moving my entire list over.  It’s not an easy process because I have to rebuild email campaigns and change over the coding of 50+ capture pages, but it’s definitely worth a higher open rate.

Final Thoughts On This Getresponse Review vs Aweber Review

If open rate is important in your email campaigns (and I’m sure it is), then the evidence made it an easy decision to switch from GetResponse to Aweber.

Maybe my testing will be enough to sway you over as well.  If you would like to do a 30-day trial of Aweber to run your own tests, or to just give it a test drive, check it out by clicking the link below.

Getresponse Review vs Aweber Review

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Should You Do Double Opt-in in Email Marketing

“Should You Do Double Opt-in in Email Marketing” written by Mike Marko.

Have you heard about the debate about double opt-in vs. single opt-in for email lists?

Maybe I’m a bit ahead of myself… because you may not even know what single opt-in or double opt-in means.

Double Opt-In: You require your subscribers to actually “subscribe” twice before they join your email mailing list. Once when they put their emails into your subscription form, and then again when they have to confirm their email address by clicking a link that is emailed to them.

Single Opt-In: You only require your subscribers to “subscribe” once, and that is when they put their information into your subscription form. After that you are free to email them until they unsubscribe.

Double Opt-in vs Single Opt-in

So should you do double opt-in in email marketing?

Let’s first look at the advantages of double opt-in

Advantages of Double Opt-in in Email Marketing

There are a few reasons why you should consider using double opt-in:

  1. You’ll have a “cleaner” list because you know you have real emails.
  2. You’ll know that your subscribers definitely want to be on your list, and therefore minimize the risk of SPAM complaints.
  3. It’s the standard (default in many autoresponders), and it’s an email best practice.
  4. If they don’t click on the link to confirm their subscription, maybe they didn’t really want to get on your list.

Sounds like great arguments in support of double opt-in, right?

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Disadvantages of Double Opt-in in Email Marketing

Let’s look at the drawbacks of double opt-in in email marketing…. What if 80% of your leads click on the link to confirm their subscription? That means you lose 20% of your leads!

Remember you paid for your leads!

Some will claim that 80% conversion is great! That it’s better than any other conversion you can get.

Should You Do Double Opt-in in Email MarketingI say that is BS. You already had them opt-in and you already paid for the conversion percentage on your subscription form. They already passed that test saying “YES, I want to give you my email.”

Why would you just throw that lead away?

Here are five reasons to avoid double opt-in in email marketing:

  1. There isn’t a single email provider (autoresponder) that can promise that everyone who is sent a confirmation email will see it. Nobody has a clue how many actually reach the intended recipient!The only somewhat effective way to get around this is to bribe your lead to find your confirmation email and click it with some sort of “free gift”.
  2. Do you really want to make the customer jump through hoops to get information? Is that the best first impression to give?
  3. You are throwing money out the window! You are paying for lead generation by banner ads, pay-per-click, or some other media buying. Why would you just through those leads away? If you are losing 20% of your leads because of the double opt-in (keep in mind it can be much higher) then you are effectively throwing 20% of your money away.If you want to help ensure you are getting good emails, tell the subscriber right away before they subscribe that you will be EMAILING them a link to their free gift. That will make them think twice before giving you a bogus email.
  4. So you may get SPAM complaints. Really, so what? And there are better ways to help reduce them. We put instructions how to unsubscribe toward the top of our email. If they want to unsubscribe we want to be as accommodating as possible. Otherwise they will either mark your email as SPAM (which is a mark against you) or not open your email (which will affect your analytics).Note that the CAN SPAM Act doesn’t make SPAM illegal. You just follow the rules (which autoresponders typically help you keep within, and you’ll be fine.
  5. If you really want information or a product, how would you feel about a obstacle like the double opt-in preventing you from getting what you want? It is annoying at best.

How To Turn Double Opt-In Off

Bren and I mostly use GetResponse now. We created the following video to illustrate how to turn the double opt-in for GetResponse.

Should You Do Double Opt-in in Email Marketing?

Parting Words About the Double Opt-In In Email Marketing

While there are some perceived advantages to the double opt-in in email marketing, in my opinion those advantages are far outweighed by the disadvantages.

What do you prefer?

Single opt-in or double opt-in?

Let us know in the comments below.


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6 Email Marketing Tips to Both Engage and Convert Customers

6 Email Marketing Tips to both Engage and Convert Customers” written by Mike Marko.

So you want to grow your business… and of course make more money.  The internet is a great way of doing this because you can get right into someone’s home, introduce yourself, and present your offer… with email marketing.

Email marketing is a very effective marketing tool for businesses online. It is an extremely effective way to reach out to your customers.  Customers tend to prefer receiving permission-based marketing communications by email vs. other ways of marketing.

Email Marketing is also an effective way to build and reinforce long term relationships through providing lots of value and content, as well as offering special offers.  This also helps to serve to keep your product or service in the back of your customer’s mind.

Email client service providers have worked diligently over the years to minimize spam and spam complaints.  By doing this, these email service providers established best practices that Internet Service Providers (ISPs) can trust.  People are inundated by spam email all the time, and so building this trust is paramount in order to help ensure email deliverability.  With many inbox providers and/or your email solution providers, your email newsletters may not even make it into your customer’s inbox…. And instead get stuck in the purgatory known as the spam folder.

Ok, you plan to ramp up your email marketing to grow your business online.  But before you start here are six email marketing tips that will help improve your results.

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Six Email Marketing Tips

Here are some useful tactics to help you ensure your messages are designed to not only avoid the spam button, but also help ensure they are opened and the reader takes action.

1) Identify Yourself to Your Reader

This is probably the most important of our “email marketing tips”.  Your email campaign will fail before you even really begin if you fail to identify yourself up front.  You need to tell them who you are and why you are contacting them.  You can have the best email copy in the world, but if your reader doesn’t know who you are you then you can be a victim to the This Is Spam button.

The most basic way of doing this is to say at the beginning of the email something like, “You are receiving this because…”  Make sure you remind them why they got the email.

A technique Bren and I use is called the bridge video.  Once they opt into the email request form, we like to send our subscribers to a webpage where we have a couple minute long video of us thanking them for subscribing to our mailing list.  We tell them to look for emails from us, and give them an idea of what to expect in those emails.  Not only does this set the expectation of receiving emails, but it also give them an opportunity to connect the name on the From of the emails to a face.

2) Create Visual Appeal In Your Emails

There are a lot of ways of achieving this second concept in our list of email marketing tips.  Some people like to use the templates provided by the email service provider to create beautiful emails.  I have seen some really eye catching emails that I love to open and read.  But keep in mind that when adding images, be sure to keep them small in file size or you may risk having them blocked.

You should also make sure you have “alt text” included for your images because not all images will be loaded at delivery.  You want something to be displayed in case the image is not seen… at least until they enable images.

Personally, I prefer to keep the images to a minimum, but make the emails visually appealing by keeping the email columns narrow.  A single relatively narrow column of email copy makes it a lot easier to read.  When you further have short sentences, short paragraphs, and spaces between paragraphs, it makes the copy a lot easier to read.

3) Keep The Subject Line Short and To the Point

This is one of those email marketing tips that I learned when we first started, but never really applied until much later.  I it was because I didn’t quite understand the reasoning at first.

Precise, concise email subject lines followed by short declarative sentences keep your email readers opening your emails, and actually reading through all your email copy.  Typically short subjects lines of less than 15 characters actually have the highest open rate vs. longer subject lines.

6 Email Marketing Tips to both Engage and Convert Customers

4) Develop Trust and Build a Relationship with Your Readers

One simple way to achieve this email marketing tip is to make sure your subscriber knows exactly what they can expect joining your email list, including the frequency of your newsletter.  This is another benefit of the bridge video I discussed earlier: we tell our subscriber to expect daily emails.  After establishing this framework of expectation, regular emails will help build a relationship with your reader as long as you provide lots of value.  But don’t over promote your offer. Keep your message educational, relevant and timely.  Follow the 80/20 rule where 80% of the time you deliver content, and 20% of the time you promote your offer.

5) Segment Your Email Mailing List

As you build your business, your email marketing newsletter will serve more than one purpose.  We like to have one main email list, and then split off people who may be interested in particular topics of offers.  For example if we are participating in a product launch, we will provide an opt in form for our readers so that they can decide if they want to tell us if they are interested in more information.  When they subscribe to the sub-list, we then send them product launch specific emails.  This is called the “Split and Soak” technique.  You don’t want to “spam” your main email list.  Instead you get readers to express an interest for more information in your offer.  When they subscribe you then bombard them with additional emails explaining all the ins and outs of your offer from different angles.

The advantage of this is that you don’t burn out your main list.  At any time these subscribers can opt out of the secondary list (make sure you make it clear up front in each email why they are receiving these additional emails and how they can opt out).

6) Provide a Clear Call to Action

If you have done everything we have talked about, it should be a simple step to ask your readers to do something.  Don’t always just ask for an order.  A call to action could be having readers check out a video, go to a blog post, comment on Facebook, or anything else you want your readers to do.  Just make sure the call to action is very clearly presented in the email.

If the call to action is to have them click on a link, we like to present this call to action at least three times throughout the email. Some of these calls to action will be very clearly saying CLICK HERE, while others will just be hyperlinked text talking about the offer.

Concluding Discussion About Our Email Marketing Tips

Email marketing can be an extremely powerful way to grow your business.  You get to develop a relationship with your readers, turning cold leads (people who don’t know you) to warm leads (people who like to read your emails, and like and trust you).

Email marketing is an extremely important part of growing our business.  We actually use two different email marketing software packages.  We have kept using both to help keep up to date on them so we can talk about the advantages of these two leading email marketing software providers: Aweber and GetResponse.

To learn more about these email service providers, check out our Aweber vs GetResponse Review.

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Email Marketing Best Practices

Email Marketing Best Practices” written by Mike Marko.

Email marketing is extremely important if you want to monetize your website.

Many new people online make the mistake of sending people directly to their capture page.  But this is a huge mistake because most people don’t buy on the first exposure to an offer.  I have heard that on average it takes seven exposures before someone buys – but personally I believe this only if they are already in the frame of mind to buy.  Many people may even be further away from making a purchase.

I have heard of people buying after THREE YEARS of being on a mailing list.  If that person had only been exposed to the offer once then the marketer would not had gotten the sale.

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9 Email Marketing Best Practices

Since we already established the importance of email marketing, the following is a list of email marketing best practices to follow to help increase your chances of making sales.

1. Optimize for Mobile Devices

If your emails are not mobile friendly, then you are going to be losing sales. Instead of going over the details of this in this blog post, check out Mobile Friendly Email Make All the Difference.

2. Personalize Email Whenever Possible

Your subscribers will appreciate your messages a lot more if they’re personalized. Put your picture in the signature, and occasionally compose an email addressing the received by their first name (if you gather that information). These improvements can increase sales conversions by 10-25%.

3. Get Permission

You should seek permission before sending customers email marketing messages. This is best done using an autoresponder used in conjunction with a capture or squeeze page.  Laws like the CAN-SPAM Act of 2003 set standards for commercial email usage, including dictating that it must be easy for subscribers to opt out of receiving emails, and those opt-out requests must be done in a timely fashion.

email-marketing-best-practices - welcome

4. Send Out Welcome Emails

Make sure you introduce yourself by email as soon as someone subscribes to your email list, and set the expectation like who you are, what you will send them, and roughly how often will you send them emails.

If you don’t do this, when you send emails they may not know who you are and they may ignore, delete, unsubscribe, or mark them as spam.

Let the potential customer know what you will be sending them emails, and I would also ask them to white list your email to prevent it from going into the spam filters.

Often I like to send them to an introduction video where they get to meet us right away in conjunction to sending the welcome email.  Usually you can set up your capture page to send them to the thank you page right after they subscribe.

5. Make Use of Whitespace

Make sure you break up long paragraphs, and have space between paragraphs. Making good use of white space makes it a lot easier to read your emails.

6. Send Regular Emails

If you only email your list sporadically… maybe once a month or even once a week… they will forget who you are unless you have already developed a relationship with them.

If you are marketing network marketing or make money at home businesses, then you really should be emailing your list DAILY.  In fact, many successful marketers even email their list 2-5 times a day.

Now having more than once a day may be a bit much for most marketers, you need to at least email them daily.  Remember that your customers have probably subscribed to other lists as well, and if you don’t email them then your competition will.

7. Add In Your Personality

When you write emails make sure you write them from your own voice.

Make them read as if you are talking to the individual reader who is reading your email… to that ONE reader.  If you are write as if you are talking to only one person it will come across more sincere to the reader, then if you address your audience as a group.

8. Give People the Opportunity to Subscribe in the Email

It is a very good idea to give a way for people to subscribe to your newsletter within your emails.  If someone forwards your email to a friend, it allows for these new  people to subscribe to your email list if they like the content.

I know I have personally subscribed to email lists after being forwarded someone’s copy of an email.

9. Provide Content, Content, Content

If you want people to actually look forward to opening your email, let alone share them with friends and family like mentioned in the previous point, you need to provide LOTS of value to your audience.

If all you present in your email is a sales pitch over and over again then be prepared to have a lot of reader turnover.

But if instead you provide lots of valuable content that you know your audience is hungry for then they will look forward to the next chance to open your email, even if you include a call to action to buy at the end.

Overview for Email Marketing Best Practices

If you follow these email marketing best practices in your email strategies, I expect you will see some improvement in your overall email marketing performance.  Email marketing is extremely important in the growth of your business as you get your message out there.

Here’s to your future prosperity!

P.S. If you gained value from this post be sure to comment below, and please share this post on Facebook or Twitter!

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Article:  Email Marketing Best Practices