SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing
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@tamaragielen #SearchLove Leveraging the Hidden Power of Email Marketing
Transcript of SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing
@tamaragielen #SearchLove
Leveraging the Hidden Power of Email Marketing
How important is email today?
What annoys you most?
@tamaragielen #SearchLove
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?
@tamaragielen #SearchLove
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!
@tamaragielen #SearchLove
@tamaragielen #SearchLove
@tamaragielen #SearchLove
@tamaragielen #SearchLove
5%
95%
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
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
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You have to convince them 3 times!
1open
2click
3convert
It might be the only thing they read!
Optimise for mobile readers
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Use the preheader
Photo credit: http://www.emailmarketingtipps.de/2014/03/12/70-email-preheader-examples-that-drive-open-rates/
@tamaragielen #SearchLove
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!
more links = higher CTR
Last but not least: TEST TEST TEST
