eStudio34 presents London Search Love 2015 Leveraging the Hidden Power of Email Marketing by Tamara...

transcript

@tamaragielen #SearchLove

Leveraging the Hidden Power of Email Marketing

How important is email today?

What annoys you most?

Things they hate• Unrequested emails• Irrelevant content• Too frequent• Subject line is too vague• Hard to unsubscribe• Forced sincerity (‘Dear Suzy’)• Broken links/merge tags• Not being able to reply

What consumers love/hate about marketing emails

If I sent you 3 emails that you didn’t find interesting, would you open my next email?

Things they hate Things they love• Unrequested• Irrelevant content• Too frequent• Subject line is too vague• Hard to unsubscribe• Forced sincerity (‘Dear Suzy’)• Broken links/merge tags• Not being able to reply

What consumers love/hate about marketing emails

• Interesting content• Relevant to me personally• News and trends• Great deals• Timely• Great tips• Fun to read• Inspirational

If only it was THAT easy…

Sending timely, relevant and personalized emails requires DATA. Lots of it!

Volume

Triggered Email CampaignsBatch & Blast campaigns

45%55%

Profit

Triggered Email CampaignsBatch & Blast Campaigns

Case: Triggered Emails – Travel Sector

3 Important questions to ask yourself

Photo by Karli Watson

1. Who Is Your Ideal Customer?

Photo by Oran Viriyincy

2. What Is Their Journey?

3. How Can You Assist Them?

Photo by Jlhopgood

8 Ways to assist them on their journey

1. Welcome / Activation / Onboarding Program

Welcome New Subscriber

“a quick guide to help you get started”

“It’s so amazing to see you’ve just upgraded to our Awesome plan!”

2. Conversion program

Answer their most common objections

This single email has increased FlightFox’ conversions by 15%.

Hi there,

I’m Lauren, a co-founder of Flightfox. Just getting in touch because I noticed you didn’t launch your flight contest.

Why on earth would you pay for flight search?

Because our Experts • save 27% on average for international flights• know all the tricks of the flight industry• can answer any question you’ve ever wondered about flying

What if the Experts don’t beat the best price you’ve already found?

We refund the fee if our experts can’t beat your best price. Not only your best price, but your best price less the finder’s fee.

Can’t you find the best flights yourself?

Maybe, if you’ve spent years in the flight industry. Otherwise, you’ll be amazed at what our experts can do. Many use tools and systems otherwise unknown to the general public. They can even save you thousands if you are fully flexible.

Launch Your ContestIf you still have any questions or concerns, just reply to this email.

Happy Travels Lauren & The Flightfox Team

If your inbox is overflowing, you can unsubscribe.

“An item in your wishlist is nearly out of stock”

Source: conversionxl.com

3. Recovery Program

Abandoned Shopping Cart

Abandoned Search

Don’t teach them to wait for a discount

4. Up-sell / Cross-sell Program

Recommendations based on your recent purchase

Got everything you need?

Recommendations based on previous purchase activity

5. Follow-up Program

Take Our Survey

Get Ready For Your Trip

Please Review Your Purchase

6. Renewal / Replenishment Program

Don’t Forget

To Re-stock

Renew Your Subscription

7. Surprise & Delight

Happy Birthday!

“It’s thanks to you that all of this exists”

“You’re a workout machine!”

8. Reactivation

“We would love to invite you back with this exclusive offer”

“Tamara, since you feel like you don't use MindMeister enough to justify a paid subscription, …”

5 Keys to Success

#1 Get Management Buy-In

#2 Bring The Data Together

#3Set Up The Right Rules & Triggers

Infusionsoft

Hubspot

#4Test Your Set-Up Extensively

“Is there anything we can do to help?”

So I went back and placed the order

What do you mean I haven’t returned yet to complete my order???

#5Optimize For Conversion

You have to convince them 3 times!

2click

3convert

It might be the only thing they read!

Optimise for mobile readers

Use the preheader

Photo credit: http://www.emailmarketingtipps.de/2014/03/12/70-email-preheader-examples-that-drive-open-rates/

Make it scannable!Hello Tamara,

This Saturday is your last chance to register for the Email Evolution Conference. This year you’ll see how to craft email copy, grade your emails and learn about activation strategy.

Hi Tamara,

Email Evolution Conference: last chance to register by Saturday!

See how to:• Craft email copy• Grade your email designs• Learn about activation

strategy

Make sure the CTA stands out!

It’s perfectly OK to link to the landing page multiple times!