Tamara Gielen — ‘Leveraging the Hidden Power of Email Marketing’

Transcript

1. @tamaragielen #SearchLove Leveraging the Hidden Power 
 of Email Marketing
2. How important is email today?
3. What annoys you most?
4. @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
5. If I sent you 3 emails that you didn’t find interesting, would you open my next email?
6. @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
7. If only it was THAT easy…
8. Sending timely, relevant and personalized emails requires DATA. Lots of it!
10. @tamaragielen #SearchLove
12. @tamaragielen #SearchLove
13. @tamaragielen #SearchLove
14. @tamaragielen #SearchLove Volume 95% 5% Triggered Email Campaigns Batch & Blast campaigns Profit 55% 45% Triggered Email Campaigns Batch & Blast Campaigns Case: Triggered Emails – Travel Sector
15. 3 Important questions 
 to ask yourself
16. Photo by Karli Watson 1. Who Is Your Ideal Customer?
17. Photo by Oran Viriyincy 2. What Is Their Journey?
18. 3. How Can You Assist Them? Photo by Jlhopgood
19. 8 Ways to assist them 
 on their journey
20. 1. Welcome / Activation / Onboarding Program
21. Welcome New Subscriber
22. Welcome 
 New Subscriber
23. “a quick guide to help you get started”
24. “It’s so amazing to see you’ve just upgraded to our Awesome plan!”
25. 2. Conversion program
26. 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 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.
27. “An item in your wishlist is nearly out of stock” Source: conversionxl.com
28. 3. Recovery Program
29. Abandoned Shopping Cart
30. Abandoned Search
31. Don’t teach them to wait for a discount
32. 4. Up-sell / Cross-sell Program
33. Recommendations based on your recent purchase
34. Got everything you need?
35. Recommendations based on previous purchase activity
36. 5. Follow-up Program
37. Take Our Survey
38. Get Ready For Your Trip
39. Please Review Your Purchase
40. 6. Renewal / Replenishment Program
41. Don’t Forget 
 To 
 Re-stock
42. Renew Your Subscription
43. 7. Surprise & Delight
44. Happy Birthday!
45. “It’s thanks to you that all of this exists”
46. “You’re a workout machine!”
47. 8. Reactivation
48. “We would love to invite you back with this exclusive offer”
49. “Tamara, since you feel like you don't use MindMeister enough to justify a paid subscription, …”
50. 5 Keys to Success
51. #1 
 Get Management Buy-In
53. #2 
 Bring The Data Together
55. #3
 Set Up The Right 

56. Infusionsoft
57. Hubspot
58. #4
 Test Your Set-Up Extensively
59. “Is there anything we can do to help?”
60. So I went back and placed the order
61. What do you mean I haven’t returned yet to complete my order???
62. #5
 Optimize For Conversion
63. @tamaragielen #SearchLove ‹#› You have to convince them 3 times! 1 open 2 click 3 convert
64. It might be the only thing they read!
65. Optimise for mobile readers
66. @tamaragielen #SearchLove Use the preheader Photo credit: http://www.emailmarketingtipps.de/2014/03/12/70-email-preheader-examples-that-drive-open-rates/
67. @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
68. Make sure the CTA stands out!
69. It’s perfectly OK to link to the landing page multiple times!
 
 more links = higher CTR
70. Last but not least: TEST TEST TEST
71. THANK YOU!
 
 
 Tamara@TamaraGielen.com
 +32 477 666 930
 linkedin.com/in/tamaragielen