Marketing Automation Best Practices – Cracking The Code Of Marketing Automation


In this episode of the Cracking the Code of ć series, Lon Safko talks about best practices for marketing automation.

Before you jump into the latest episode, perhaps you’ll want to take a look at some of our previous ones. Check out these links below.

Part 1: What is marketing automation?

Part 2: Who is marketing automation for?

Part 3: What are marketing automation workflows?

Part 4: Why is email deliverability important?

Part 5: What Channels Does Marketing Automation Work With?

Part 6: How To Build Relationships With Subscribers

Here’s the video recording and the summary of the episode where Lon answers a few questions about marketing automation best practices.


Lon Safko built his first website in 1995 and has been using email since 1998. He’s been using various marketing tools since the inception of the internet and online marketing. In this video, he spoke about marketing automation and why it’s cost effective for almost every business with an online marketing agenda.

During our conversation, Lon stressed on the importance of “respect” and having a really “solid privacy policy” to ensure business growth.

When people trust you, they’ll click open every email you send them, because they know who stands behind it. Lon strongly advices email marketers not to buy email lists or sell their email database.

Respect your customers, don’t abuse them!

If you don’t have a relationship with the people who you’re sending emails to, your emails are likely to be marked as spam, because they don’t know who you are. He further explains what “harvesting emails” means and how the recipients of harvested emails would react.

Build your email list and do it the right way, and do it through a trusted relationship; that’s the list that’s going to convert. That’s where the revenue is, Lon Safko emphasizes.

If you have an email address that’s really important to you, don’t take the risk of having it permanently destroyed by being marked as spam, because your email address gets blocked forever. There’s no ROI in black hat marketing.

He said “the first thing is don’t be afraid of it” because it really works and in most cases it’s relatively inexpensive. Lon has been using number of different of marketing automation platform and he told us that he chose GetResponse because he knows his emails are going to get delivered.

Deliverability is really important to GetResponse customers. We want them to be able to do even the most sophisticated things in the easiest and most cost effective way possible.


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