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Customer-Centric Email Marketing

Date post: 11-Aug-2014
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Sending email campaigns to reach lapsed customers, engage new users, or simply to communicate what's new and valuable about your service? This fast-paced workshop covered the key elements that go into compelling, customer-centric campaigns—as well as how to measure your email program's success.
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CUSTOMER-CENTRIC EMAIL MARKETING By Justine, Ros and Colin #v2vemail
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Page 1: Customer-Centric Email Marketing

CUSTOMER-CENTRIC EMAIL MARKETING

By Justine, Ros and Colin

#v2vemail

Page 2: Customer-Centric Email Marketing

ROS CAMPAIGN MONITOR

COLIN CUSTOMER.IO

JUSTINE LITMUS

I DO: "Guide to CSS Support in Email Clients" and other great email design resources

I DO: Organize the Email Design Conference; manage our content and community.

I DO: Copywriting education, deciding what our product should do, helping customers send better emails.@yarrcat

@campaignmonitor @meladorri @litmusapp @alphacolin

@customerio

Slides, feedback and resources: http://litmus.com/lp/v2vemail

Page 3: Customer-Centric Email Marketing

Why Should My Startup Have An Email Strategy?

Page 4: Customer-Centric Email Marketing

Why Should My Startup Have an Email Strategy?

• Inexpensive

• Great ROI

• Increase engagement

• Build relationships

• People prefer to receive email

Page 5: Customer-Centric Email Marketing

EVERY EMAIL NEEDS A PURPOSE

“SPECIAL DELIVERY!”

Page 6: Customer-Centric Email Marketing

• WHO are you sending to?

• WHAT are you trying to communicate?

• WHEN is it appropriate to send the message?

• WHERE will the recipient read it?

• WHY are you sending this message?

• HOW does the recipient take action?

The Five W's

Page 7: Customer-Centric Email Marketing

How do I not look like a spammer?

Permission is...

• Opt-in

• Not implied

• Not purchased

• Not forever

Page 8: Customer-Centric Email Marketing

How do I not look like a spammer?

CAN-SPAM requires…

• A Physical Mailing Address

• An Unsubscribe Mechanism

• No Account Login

• That Unsubscribes are Fulfilled

in 10 days

Page 9: Customer-Centric Email Marketing

"you recently created a

Litmus account…"

"you recently downloaded

our templates…"

"you recently ran a test…"

Permission Reminders

Page 10: Customer-Centric Email Marketing

How do I not look like a spammer?

Emails are not

weapons of mass

destruction

Page 11: Customer-Centric Email Marketing

What are the Most Important Emails a Startup Should Be Sending Now?

Page 12: Customer-Centric Email Marketing

• Transactional

• Onboarding Emails

• Product Updates

• Newsletter

What are the Most Important Emails a Startup Should Be Sending Now?

Page 13: Customer-Centric Email Marketing

Transactional

Page 14: Customer-Centric Email Marketing

Cart/Signup Abandonment

Page 15: Customer-Centric Email Marketing

Welcome Emails

Page 16: Customer-Centric Email Marketing

Welcome Emails

Page 17: Customer-Centric Email Marketing

Onboarding Series to Influence User Behavior

Page 18: Customer-Centric Email Marketing

Don’t stop after people pay!

Email to:

Prevent Churn!

Help People Become Experts

Tell your team to do things

Page 19: Customer-Centric Email Marketing

Newsletter

"G’day. I’m back in the hood. !

I was away for 2 solid weeks in the mega cities…that’s the longest stint I’ve been separated from my muses…being waves and surfing. !

Oh man…I love traveling but home is pretty darn good." - Aquabumps

Page 20: Customer-Centric Email Marketing

Newsletter

"Phew! I've been waiting for you to sign up, Ros! It's great to have you along. Let me know what you think, OK?" - Balthazar

Page 21: Customer-Centric Email Marketing

NEWSLETTERS HAVE INTIMACY

Page 22: Customer-Centric Email Marketing

74%People who say that email is their preferred channel

Page 23: Customer-Centric Email Marketing

… so why send boring email campaigns?

Page 24: Customer-Centric Email Marketing
Page 25: Customer-Centric Email Marketing
Page 26: Customer-Centric Email Marketing

What Are The Key Elements in High Performing Campaigns?

Page 27: Customer-Centric Email Marketing

What are the Key Elements in High Performing Campaigns?

…• Table-based HTML • Good subscriber experience • Strong subject line • Clear CTAs • Relevant messages

Page 28: Customer-Centric Email Marketing

Table-based HTML + Inline CSS check out Ros’ killer guide: campaignmonitor.com/css

Page 29: Customer-Centric Email Marketing

From name Subject line Preheader

Inbox

25% from name

25% subject line

50% preheader text

Page 30: Customer-Centric Email Marketing

From name Subject line Preheader Open Tap/click

Inbox Email body

25% from name

25% subject line

50% preheader text

Page 31: Customer-Centric Email Marketing

From name Subject line Preheader Open Tap/click

Inbox Email body

25% from name

25% subject line

50% preheader text

Page/site

Page/site

Page 32: Customer-Centric Email Marketing

Hey

Page 33: Customer-Centric Email Marketing

Hey = $2.6million

Page 34: Customer-Centric Email Marketing

A GOOD CALL TO ACTION CAN MAKE OR BREAK

A CAMPAIGN

Page 35: Customer-Centric Email Marketing

CALL TO ACTION

Free Trial See plans and pricing

Page 36: Customer-Centric Email Marketing

CALL TO ACTION

Free Trial See plans and pricing

200% increase in signups

Page 37: Customer-Centric Email Marketing
Page 38: Customer-Centric Email Marketing

CALL TO ACTION

Start testing Read our overview

Page 39: Customer-Centric Email Marketing

CALL TO ACTION

Start testing Read our overview

2x clicks

Page 40: Customer-Centric Email Marketing

Test a hypothesis Content vs product High vs low commitment

Page 41: Customer-Centric Email Marketing

Single CTA Emails FTW

21% of opens clicked 40% of opens clicked

Page 42: Customer-Centric Email Marketing

+30% clicks

VS

Page 43: Customer-Centric Email Marketing
Page 44: Customer-Centric Email Marketing

Relevancy: Personalization/Geolocation

• Boston: 1,200 subscribers

• London: 2,500 subscribers

• San Fran: 1,100 subscribers

• General: 46,000 subscribers

!

Page 45: Customer-Centric Email Marketing

Relevancy: Targeting using multiple data sources

Page 46: Customer-Centric Email Marketing

Which Email Tools Should Every Startup Be Using?

Page 47: Customer-Centric Email Marketing

• Transactional services • Newsletter services • Testing

Which Email Tools Should Every Startup Be Using?

Page 48: Customer-Centric Email Marketing

NEWSLETTER TESTINGTRANSACTIONAL

Page 49: Customer-Centric Email Marketing

How Do I Measure The Success of My Email Campaigns?

Page 50: Customer-Centric Email Marketing

• Go Beyond The Click • Conversions, Buzz, Enquiries

How Do I Measure The Success of my Email Campaigns?

Page 51: Customer-Centric Email Marketing

Conversions

Page 52: Customer-Centric Email Marketing
Page 53: Customer-Centric Email Marketing

Those spikes? Thanks, email.

Pageviews

Twitter mentions

Page 54: Customer-Centric Email Marketing

Thinking beyond clicks, opens, conversions

• Twitter mentions • Unsolicited comments • Endorsements • Web visits • Blog comments • Anecdotal evidence • Interest from mainstream journalists

Page 55: Customer-Centric Email Marketing

It's time to optimize!

Page 56: Customer-Centric Email Marketing

Takeaways: Why should my startup have an email strategy?

• Inexpensive • Great ROI • Increase engagement • Build relationships • People prefer to receive email

Page 57: Customer-Centric Email Marketing

Takeaways: What are the most important emails a startup should be sending now?

• Transactional • Onboarding Emails • Product Updates • Newsletter

Page 58: Customer-Centric Email Marketing

Takeaways: What are the key elements in high-performing email campaigns?

• Table-based HTML • Good subscriber experience • Strong subject line • Clear CTAs • Relevant messages

Page 59: Customer-Centric Email Marketing

Takeaways: Which email tools should every startup be using?

• Transactional services • Newsletter services • Testing

Page 60: Customer-Centric Email Marketing

Takeaways: How Do I Measure The Success of my Email Campaigns?

• Go Beyond The Click • Conversions, Buzz, Enquiries

Page 61: Customer-Centric Email Marketing

ROS CAMPAIGN MONITOR

@yarrcat @campaignmonitor

@meladorri @litmusapp

COLIN CUSTOMER.IO

@alphacolin @customerio

Resources: http://litmus.com/lp/v2vemailWe'll be at TEDC! http://litmus.com/conference

JUSTINE LITMUS

Thank you!


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