Email Remarketing For Profit

A presentation I gave at eWeb (ewebmarketing.com.au) discussing email remarketing tactics and sharing real examples with a select audience who were keen to re-invigorate their email marketing campaigns.

Transcript

1. EMAIL MARKETING FOR PROFIT Chris Hexton Co-founder, Vero 0422 723 190 Wednesday, 10 October 12
2. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Who am I? Co-founder of email remarketing software Vero (getvero.com). - Hundreds of businesses - Run an email marketing blog - Exposure to a wide variety of campaigns - Love helping businesses improve their emails! Wednesday, 10 October 12
3. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Email remarketing is also known as ‘lifecycle email marketing’. Email remarketing is essentially delivering the right message at the right time to the right customer. What is email remarketing? Wednesday, 10 October 12
4. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Understanding where customers are in your funnel helps you deliver better messages. This gives customers more value. This increases your conversions. Why do email remarketing? Wednesday, 10 October 12
5. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Why do email remarketing? Wednesday, 10 October 12
6. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Our focus today Practical content! 1. How to setup a 30 day drip email course that educates your customers and turns leads into conversions. 2. How to increase activation, upgrades and repeat sales using email remarketing. 5 Wednesday, 10 October 12
7. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Drip course: the concept behind it Education = Marketing Wednesday, 10 October 12
8. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Drip course: the goal Educating customers moves them along the buyer’s journey. Wednesday, 10 October 12
9. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Drip course: an outline Series of 5-8 emails over 30 days. The emails begin by educating your customers - providing genuinely useful content. At select points in the series you ‘sell’ your product but always in the context of the course and always by referencing the great content you’re providing. Wednesday, 10 October 12
10. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Drip course: fears 8 emails? Wednesday, 10 October 12
11. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Drip course: fears 8 emails? Just 0.4% Wednesday, 10 October 12
12. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Drip course: case study We use this strategy at Vero. Day 1. Day 3. Day 7. Day 12. Day 16. Day 22. Day 26. Day 30. Action Items For Improving Your Conversions Using Email Three Quick Wins To Improve Your Conversions With Email The Email Copy That Increased Overall Sales By 12% Using Conversion Tracking and Customer Profiles Effectively Remarket Your Newsletters And Drive Real Conversions A Follow-up Email That Actually Works Three Creative Campaigns You Are Missing Out On Sources For Continued Education On Email Remarketing Wednesday, 10 October 12
13. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Drip course: case study Wednesday, 10 October 12
14. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Track conversions from your course. This is important. Use a single call to action in any emails with sales content. Talk with your own style, be personable. Don’t just talk about all the things your software does. Drip course: things to note Wednesday, 10 October 12
15. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Drip course: conversions tracking Wednesday, 10 October 12
16. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Drip course: getting signups Wednesday, 10 October 12
17. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Drip course: getting signups Wednesday, 10 October 12
18. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Give something away Drip course: getting signups You’re the expert Wednesday, 10 October 12
19. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Drip course: Action item(s) 1. Setup a series of 5-8 emails over 30 days. 2. Begin capturing emails on your homepage and dedicated landing pages. 3. Give away something to boost subscriptions. 4. Ensure you track conversions and tweak content as necessary. 20 Wednesday, 10 October 12
20. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Remarketing: the concept behind it A customer who enters the funnel is not always a customer who buys. Examples: - Signs up for a webinar - Starts a free trial - Enters a competition - Adds products to their cart 16 Wednesday, 10 October 12
21. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com The right message can make all the difference Remarketing: the concept behind it 20 Wednesday, 10 October 12
22. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Remarketing: the goal Wednesday, 10 October 12
23. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Remarketing: where to begin Know your funnel Wednesday, 10 October 12
24. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Remarketing: a basic example Sign up for free trial Install JS code Subscribe Share Wednesday, 10 October 12
25. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Remarketing: a basic example Sign up for free trial Install JS code Subscribe Share Wednesday, 10 October 12
26. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Remarketing: a basic example Setup an extremely basic email that nudges people past this ‘roadblock’. Just like before: - Track conversions from your course. This is important. - Use a single call to action in any emails with sales content. - Talk with your own style, be personable. - Don’t just talk about all the things your software does. Wednesday, 10 October 12
27. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Remarketing: Example #1 Hi there, I'm Lauren, a co-founder of Flightfox. Just getting in touch because I noticed you didn't launch your flight contest. I know paying for flight search is unusual, so to convince you that our experts get better results, we're willing to pay half of your finders's fee. Redeem this Offer Now Q. Why on earth would you pay for flight search? A. 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 Q. What if the Experts don't beat the best price you've already found? A. 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. Q. Can't you find the best flights yourself? A. 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 Contest (links directly to their contest) If 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. Wednesday, 10 October 12
28. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Remarketing: Example #2 Hey there, I’m Brennan, the guy behind Planscope. I hope you’re enjoying your trial, but more importantly, that you’ve begun to see how Planscope can positively boost your consulting business! For the next few weeks, I’m offering a one-on-one guided tour of Planscope. The fact is I’m a product owner, but I’m first a consultant. I’ve freelanced for five years now, and I wanted to build a product that would make my life easier (and hopefully make me more money.) And it’s paid off. My latest contract is at TWICE the rate I had a year ago, and my client loves that they can login to Planscope and see exactly where their money’s being spent at any time – even though I’m not the cheapest guy on the block. Are you interested? If so, simply reply to this message, and we’ll figure out a time where I can learn more about your business and walk you through Planscope and it’s features. I prefer Skype, but I’m open to alternatives. Cheers, and have a great day! Brennan Dunn at Planscope Wednesday, 10 October 12
29. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Remarketing: Example #2 Wednesday, 10 October 12
30. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Remarketing: Example #4 HitTail.com Hi, You're two days into your HitTail trial and we aren't seeing any traffic from your website to our servers. Let us help you install your code! The code is below; you can paste it into your website template immediately above the closing </body> tag. The important thing is that the code appears on every page of your site. TRACKING CODE We have a simple 80-second video on how to install the code here: http://www.hittail.com/faq/video-install.html And if you're using blogging software we have easy to follow instructions here: http://www.hittail.com/faq/blogs.html But if you don't know how to do this let us know by replying to this email and we can handle it for you for free. The minute this code is installed we'll begin collecting data, and we'll have keyword suggestions for you in no time that will grow your website's traffic. Best regards, Rob & The HitTail Team To unsubscribe from these important reminders click here Every day for 5 days! Wednesday, 10 October 12
31. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Wednesday, 10 October 12
32. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Remarketing: Action item(s) 1. Ensure you are tracking customers along your funnel. Find the point with the highest drop-off. 2. Setup a simple, personable email 24 hours after customers fall from this step. 3. Measure the results and A/B test this email until you can’t live without it! 35 Wednesday, 10 October 12
33. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Conclusion Email can be your secret weapon Wednesday, 10 October 12
34. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Start sending remarketing emails today, they really work! Don’t get stuck worrying about what will / won’t work: test something and iterate until you’re making 10%+ from these emails. It’s good for your customers and it’s great for you. Conclusion Wednesday, 10 October 12
35. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Further resources Patrick McKenzie’s lifecycle email marketing course: - Hours of video - Real-world examples - Pays for itself in 2-5 conversions! training.kalzumeus.com Vero blog: - Constant updates and ideas based on customer success stories - Practical guides just like these slides blog.getvero.com 40 Wednesday, 10 October 12
36. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com BONUS + Get in touch For attending this course we want to offer you a 30% discount on our software for the first six months. Use the coupon code EMAILROCKS when you subscribe at getvero.com. We love to share our knowledge and email marketing expertise so, if you want a demo or are keen to learn more, get in touch via: support@getvero.com (US) +1 650 843 9866 (AUS) +61 02 8005 1556 Wednesday, 10 October 12
37. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Questions? Questions? Wednesday, 10 October 12
38. EMAIL MARKETING FOR PROFIT (02) 8005 1556 / chris@getvero.com Activity: any examples? Who is already doing this? Wednesday, 10 October 12