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5 Things L&D Should Steal From Marketing

Mike Taylor
September 28, 2023
4

5 Things L&D Should Steal From Marketing

We may not realize it, but as L&D professionals we have a lot in common with marketers. We are both facing a big challenge: How to get people's attention and help them think and act in new ways.

So what can we learn from marketing teams? As it seems a lot. In today's super-fragmented world, we must first attract our audience if we are to have any hope of informing and educating them.

Experienced marketers understand how to use the new technologies and take advantage of the psychology of emotions. There's a reason you do not see bullet points in advertisements!

https://rolls.bublup.com/LandD-Marketing/resources

Mike Taylor

September 28, 2023
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Transcript

  1. A Few Things L&D Should Steal From Marketing #RGA
    What would
    you like to
    steal from
    marketing?
    Join at slido.com
    code: #RGA
    Welcome!
    Before we begin, please
    answer this question.

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  2. What do you wish you
    could steal from
    marketing?
    ⓘ Start presenting to display the poll results on this slide.

    View full-size slide

  3. #RGA @tmiket
    A FEW THINGS L&D SHOULD
    STEAL FROM
    MARKETING
    mike-taylor.org

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  4. #RGA @tmiket
    mike-taylor.org

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  5. WHY
    MARKETING?

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  6. L&D and Marketing
    share a common goal
    #RGA @tmiket

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  7. #RGA @tmiket
    How to get people's attention and
    help them think and act in new ways.
    @tmiket

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  8. #RGA @tmiket
    DIFFERENT
    APPROACHES

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  9. #RGA @tmiket
    How L&D sells hamburgers

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  10. #RGA @tmiket
    Why You Should Buy Our Hamburgers:
    • They taste really good
    • We make them any way
    you want
    • We make them fresh
    • They are inexpensive
    • We have free kids toys
    • We have restaurants in
    lots of places

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  11. #RGA @tmiket
    How marketers sell hamburgers

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  12. #RGA @tmiket

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  13. #RGA @tmiket
    What is the difference?
    Why do they do it differently?

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  14. #RGA @tmiket
    There’s a reason you
    don’t see bullet
    points in advertising!

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  15. #RGA @tmiket
    Things Worth
    Stealing from
    Marketing

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  16. #RGA @tmiket
    Marketers speak to
    the Primal Brain
    1

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  17. #RGA @tmiket
    Marketers speak to
    the primal Brain
    1
    2 Types of Thinking

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  18. #RGA @tmiket
    CONSCIOUS
    ______________________________
    LOGICAL

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  19. #RGA @tmiket
    CONSCIOUS
    ______________________________
    LOGICAL
    SUBCONSCIOUS
    _______________________________________
    EMOTIONAL

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  20. #RGA @tmiket
    System 1 &
    System 2
    Thinking

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  21. #RGA @tmiket
    POLL

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  22. #RGA @tmiket
    How much human behavior is driven by our
    LOGICAL THINKING?
    Join at slido.com
    code: #RGA

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  23. How much human
    behavior is driven by our
    LOGICAL MIND?
    ⓘ Start presenting to display the poll results on this slide.

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  24. @tmiket
    @tmiket
    CONSCIOUSLY
    https://brandtrust.com/blog/system-1-thinking/
    of human cognition
    is experienced
    5%

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  25. #RGA @tmiket
    >95%
    of brain activity is
    SUBCONSCIOUS

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  26. #RGA @tmiket
    We don't think
    as much as we
    think we think!

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  27. #RGA @tmiket
    CONSCIOUS
    ______________________________
    LOGICAL
    SUBCONSCIOUS
    _______________________________________
    EMOTIONAL

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  28. #RGA @tmiket
    CONSCIOUS
    ______________________________
    LOGICAL
    SUBCONSCIOUS
    _______________________________________
    EMOTIONAL
    Older
    Dominant
    Always On
    Automatic
    Newer
    Weaker
    Tires Easily
    Effortful

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  29. #RGA @tmiket
    CONSCIOUS
    ______________________________
    LOGICAL
    SUBCONSCIOUS
    _______________________________________
    EMOTIONAL
    11,000,000
    bits/second
    40
    bits/second

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  30. #RGA @tmiket
    WOW!

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  31. #RGA @tmiket
    SUBCONSCIOUS MIND
    #RGA @tmiket

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  32. #RGA @tmiket
    SUBCONSCIOUS MIND
    Supercomputer loaded
    with a database of
    programmed behaviors
    #RGA @tmiket
    https://www.brucelipton.com/resource/interview/romp-through-the-quantum-field

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  33. #RGA @tmiket
    most are acquired by time we are
    6 YEARS OLD
    #RGA @tmiket

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  34. #RGA @tmiket
    WHOA!
    #RGA @tmiket

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  35. #RGA @tmiket
    How would you design
    differently for a 6-year-old?

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  36. #RGA @tmiket
    Which of those things
    do you NOT like?

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  37. #RGA @tmiket
    Living in this world…

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  38. #RGA @tmiket
    …with this brain

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  39. #RGA @tmiket
    “Almost everything
    we do is automatic,
    yet we're not
    aware of that.”
    Jonathan Haidt

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  40. #RGA @tmiket
    “Instead of being
    conscious actors,
    we are driven by our
    unconscious mind.”
    Leonard Mlodinow
    Subliminal: How Your Unconscious
    Mind Rules Your Behavior

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  41. #RGA @tmiket
    Marketers leverage
    the way our brains operate

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  42. #RGA @tmiket
    Marketers know the
    importance of
    first impressions
    2

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  43. #RGA @tmiket
    What we see, hear, feel, or
    experience in our first encounter
    with something colors how we
    process the rest of it.
    https://www.newyorker.com/science/maria-konnikova/headlines-change-way-think

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  44. #RGA @tmiket
    What is often the
    first thing we see?

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  45. #RGA @tmiket
    Titles & Headlines

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  46. #RGA @tmiket
    “On the average, five times as many people
    read the headline as read the body copy.
    When you have written your headline, you
    have spent eighty cents out of your dollar.”
    –David Ogilvy
    #RGA @tmiket

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  47. #RGA @tmiket
    1 2
    Headline Helpers
    https://coschedule.com/headline-analyzer https://headlines.sharethrough.com/
    #RGA @tmiket

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  48. #RGA @tmiket
    #RGA @tmiket

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  49. #RGA @tmiket
    Put people in the story

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  50. #RGA @tmiket
    #RGA @tmiket

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  51. #RGA @tmiket
    LOOKS
    MATTER!

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  52. #RGA @tmiket
    Our automatic, subconscious
    reaction to a design influences
    how we perceive its relevance,
    credibility, and even usability.

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  53. #RGA @tmiket
    First impressions…
    % DESIGN
    RELATED

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  54. #RGA @tmiket
    Our unconscious mind can form
    likes or dislikes before the
    conscious mind even knows
    what is being responded to.

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  55. #RGA @tmiket
    MILLISECONDS
    #RGA @tmiket

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  56. #RGA @tmiket
    <
    MILLISECONDS
    #RGA @tmiket

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  57. #RGA @tmiket
    There is no such
    thing as no design.
    Adam Judge

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  58. #RGA @tmiket
    The alternative to
    good design is
    always bad design.
    Adam Judge

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  59. #RGA @tmiket
    GOOD
    DESIGN
    IS A
    SMART INVESTMENT

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  60. #RGA @tmiket
    Marketers tell stories
    3

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  61. #RGA @tmiket
    Subaru makes safe cars

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  62. #RGA @tmiket
    #RGA @tmiket

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  63. #RGA @tmiket
    REMEMBER:
    OUR LOGICAL MIND IS NOT IN
    CONTROL OF OUR ACTIONS
    #RGA @tmiket

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  64. #RGA @tmiket
    Marketers tell a story…

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  65. #RGA @tmiket
    VIDEO

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  66. #RGA @tmiket

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  67. #RGA @tmiket
    Which is more impactful?
    A B
    Attention getting? Efficient? Memorable? Emotional?

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  68. #RGA @tmiket
    PERSONALITY
    Have some. Its free!
    #RGA @tmiket

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  69. #RGA @tmiket

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  70. DOLLAR SHAVE CLUB

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  71. #RGA @tmiket
    We Survived Because
    of Storytelling

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  72. #RGA @tmiket
    A story makes us
    more likely to embrace
    new ideas & messages

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  73. #RGA @tmiket
    STORYTELLING
    Our brains are
    wired for it

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  74. #RGA @tmiket
    Marketers understand
    nobody pays attention
    4

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  75. #RGA @tmiket

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  76. #RGA @tmiket

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  77. #RGA @tmiket

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  78. #RGA @tmiket
    Catch all those
    changes?
    Question

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  79. #RGA @tmiket

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  80. #RGA @tmiket

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  81. #RGA @tmiket
    Inattentional blindness:
    Our intuition is that we will notice
    something that's that visible, that's
    that distinctive, and that intuition is
    consistently wrong.
    – Daniel Simons
    Invisible Gorilla
    #RGA @tmiket

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  82. #RGA @tmiket
    Important visual
    information can get
    overlooked.
    That’s a gorilla!

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  83. WITHOUT INITIAL ATTENTION
    NOTHING ELSE MATTERS
    #RGA @tmiket

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  84. #RGA @tmiket
    What does the
    primal brain notice?

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  85. #RGA @tmiket
    Can I eat it?
    Can I have sex with it?
    Will it kill me?

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  86. #RGA @tmiket
    Benefits?
    Enjoyable?
    Consequences?

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  87. People Focused
    @tmiket
    informed by knowledge
    of the audience and
    presented in a way that
    connects with them

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  88. #RGA @tmiket
    NEWS FLASH!!!!

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  89. #RGA @tmiket
    #RGA @tmiket
    Nobody wants to
    read your sh*t!

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  90. Nobody wants to
    read your sh*t!
    Don’t take it personally…
    nobody wants to read anything.
    #RGA @tmiket

    View full-size slide

  91. #RGA @tmiket
    #RGA @tmiket

    View full-size slide

  92. 1. Streamline your message
    Focus it and pare it down to its simplest,
    clearest, easiest-to-understand form.
    #RGA @tmiket

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  93. #RGA @tmiket
    Nobody wants to read
    your sh*t!
    Don’t take it personally…nobody wants to read anything.
    1. Streamline your message
    Focus it and pare it down to its simplest,
    clearest, easiest-to-understand form.
    2. Make its expression fun.
    Or sexy or interesting or scary or mysterious.
    Make it so compelling a person would have to
    be crazy NOT to read it.
    #RGA @tmiket

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  94. #RGA @tmiket
    Nobody wants to read
    your sh*t!
    Don’t take it personally…nobody wants to read anything.
    1. Streamline your message
    Focus it and pare it down to its simplest,
    clearest, easiest-to-understand form.
    2. Make its expression fun.
    Or sexy or interesting or scary or
    mysterious. Make it so compelling a to
    it.
    Apply that to everything you do.
    #RGA @tmiket

    View full-size slide

  95. #RGA @tmiket
    Nobody wants to read
    your sh*t!
    Don’t take it personally…nobody wants to read anything.
    1. Streamline your message
    Focus it and pare it down to its simplest,
    clearest, easiest-to-understand form.
    2. Make its expression fun.
    Or sexy or interesting or scary or
    mysterious. Make it so compelling a to
    it.
    Apply that to everything you do.
    3. Make it Visual!
    #RGA @tmiket

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  96. #RGA @tmiket
    STREAMLINED VISUAL
    EMOTIONAL
    #RGA @tmiket

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  97. Marketers take a
    campaign approach
    #RGA @tmiket
    5

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  98. #RGA @tmiket

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  99. #RGA @tmiket

    View full-size slide

  100. Increasingly
    in L&D Tools
    #RGA @tmiket
    Marketing has had
    them for ages!

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  101. Email Marketing Too
    #RGA @tmiket

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  102. CAMPAIGN
    #RGA @tmiket

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  103. CAMPAIGN
    #RGA @tmiket

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  104. CAMPAIGN
    #RGA @tmiket
    Stand alone
    or Enhance
    Existing

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  105. #RGA @tmiket
    BONUS: Actionable Data!
    CAMPAIGN
    Stand alone
    or Enhance
    Existing

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  106. Dynamic Content
    Content changes based on
    job role, location, etc
    Content based on an
    action taken or not taken
    The right content to the
    right people at the right time
    #RGA @tmiket

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  107. Sometimes we like to over complicate
    learning...but this is one of the best examples of
    learning I’ve seen for a long time.
    I’m due a password change soon - so my
    business auto send useful info
    (#PerformanceSupport). No LMS - No tracking -
    just simple, easy learning!
    Nick Lee
    @N1ckL33
    #RGA @tmiket

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  108. Send email Trigger
    Send Follow-up
    Video YES
    Email
    viewed?
    Send Content via
    Slack or MS Teams
    NO
    Wait 2 days
    Wait 2 days
    Video
    viewed?
    Send Ebook YES
    Send Video via
    Slack or MS Teams
    NO
    Wait 1 day
    Viewed?
    Send Follow-up
    Video YES End campaign NO
    Wait 1 day Wait 1 day
    New signup, New employee, new user,
    course enrollment, course completion, etc
    Trigger
    #RGA @tmiket

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  109. #RGA @tmiket
    Imagine writing a set of
    emails just once that is
    sent to different people
    at different times when
    they need it most.

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  110. #RGA @tmiket

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  111. #RGA @tmiket
    Finish that sentence…
    I learned…
    I’m beginning to think…
    I wonder if…
    I rediscovered…
    I was surprised that…

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  112. Things To
    Steal from
    Marketing

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  113. #RGA @tmiket
    The human mind does not
    run on logic any more than
    a horse runs on petrol.
    Rory Sutherland
    Vice Chairman at Ogilvy UK
    @rorysutherland

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  114. #RGA @tmiket
    Speak to the
    Primal Brain

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  115. #RGA @tmiket
    The first second with
    your content might
    matter more than all the
    seconds that follow.
    (if there are any)

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  116. #RGA @tmiket
    Make a great
    1st impression

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  117. #RGA @tmiket
    Storytelling is the
    most powerful way to
    put ideas into the
    world today.
    Robert McKee

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  118. #RGA @tmiket
    We are wired
    for stories

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  119. #RGA @tmiket
    Anything that doesn’t
    capture our attention,
    does not exist.

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  120. #RGA @tmiket
    Grab & hold
    their attention!
    (never assume you have it)

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  121. #RGA @tmiket
    If you want to get your point
    across, especially to a broader
    audience, you need to repeat
    yourself so often, you get sick of
    hearing yourself say it. And only
    then will people begin to
    internalize what you're saying.
    David Gergen

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  122. #RGA @tmiket
    Adopt a
    campaign
    mindset

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  123. Subscribe to my
    newsletter for
    book upates
    mike-taylor.org

    View full-size slide

  124. #RGA @tmiket
    Get my contact info,
    slides and links here:
    https://gettalk.at/rga

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  125. What has changed in
    your professional
    practice in the past
    1-2 years?

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  126. @tmiket
    Formal training is not
    enough, the learning
    that matters happens
    as part of the work
    Charles Jennings

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  127. “Continuous learning is the
    minimum requirement for
    success in any field.”
    ̶ Dennis Waitley

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  128. @tmiket
    Shelf life of knowledge

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  129. @tmiket
    THE FASTER THE PACE OF
    KNOWLEDGE CHANGE, THE
    MORE VALUABLE THE SKILL
    OF LEARNING BECOMES

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  130. @tmiket
    “An organizations' ability
    to learn, and translate
    that learning into action
    rapidly, is the ultimate
    competitive advantage.”
    Jack Welch

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  131. Requires a New
    Perspective

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  132. @tmiket
    DOING
    more things
    TO
    people

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  133. @tmiket
    DOING
    more things
    TO
    people
    ENABLE
    people to
    DO MORE
    for themselves
    Training vs Continuous Learning

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  134. @tmiket
    “To really take advantage of the way the
    modern world is changing, we should shift
    our vision of the role of L&D from being the
    providers of course-led training to the
    supporters of learning, in whatever way suits
    the business and the individual best.”
    Donald H. Taylor
    @donaldhtaylor

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  135. @tmiket
    “from course-led
    training to the
    supporters of
    learning”
    Donald H. Taylor
    @donaldhtaylor

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  136. https://modernworkplacelearning.com/magazine/what-does-this-years-learning-in-the-workplace-survey-say-about-the-state-and-maybe-the-fate-of-ld/
    1 Daily work experiences (ie doing the day job) 93%
    2 Knowledge sharing within your team 90%
    3 Web search (eg Google) 79%
    4 Web resources (eg videos, podcasts, articles) 76%
    5 Manager feedback and guidance 74%
    6 Professional networks and communities 72%
    7 Coach or mentor feedback and guidance 65%
    8 Internal resources (eg documents, guides, etc) 60%
    9 Blogs and news feeds 56%
    10 E-Learning (eg online courses for self-study) 41%
    11 Conferences and other professional events 35%
    12 Classroom training 31%
    Jane Hart’s Learning in the Workplace Survey
    Jane Hart @c4lpt
    “non-designed”
    common
    L&D focus
    % VI+Ess

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  137. formal
    informal
    removed
    from work
    point of
    need
    WORKFLOW
    EXPERIENCE
    High Performance Ecosystem
    by Arun Pradhan
    RESOURCES PEOPLE
    ENVIRONMENT
    course
    s
    resource
    s
    job
    aids
    concept
    focus
    project
    focus
    removed
    from work
    point of
    need
    communitie
    s of
    practice
    project
    team
    coac
    h
    influencers
    talent mgt culture
    systems &
    processes
    digital
    infrastructure
    KNOW
    HOW
    KNOW
    WHO

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  138. @tmiket
    LEARNING
    Agility Efficiency
    &

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  139. @tmiket
    Learning is the work!

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  140. @tmiket
    Today, competitive advantage is not based on
    stocks of knowledge, but having access to
    flows of knowledge to enable up-to-date
    information that enables adaptability.
    https://www2.deloitte.com/insights/us/en/topics/innovation/institutional-innovation.html

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  141. @tmiket
    KNOWLEDGE STOCKS
    VS
    INFORMATION FLOWS
    https://www2.deloitte.com/insights/us/en/topics/innovation/institutional-innovation.html

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  142. @tmiket
    Creation
    Knowledge Stocks
    How long does
    this take?
    How do these
    get refreshed?
    As the pace of change accelerates, the value of any stock of
    knowledge depreciates faster and faster.

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  143. @tmiket
    Creation CONSUMPTIO
    N
    Publish
    Push vs Pull

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  144. @tmiket
    Creation CONSUMPTIO
    N
    Publish
    Push vs Pull

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  145. @tmiket
    “No matter how
    many smart people
    there are within
    your firm, remember
    that there are far
    more smart people
    outside your firm.”
    Bill Joy

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  146. @tmiket
    CONVERSATIO
    N
    CREATION CONSUMPTIO
    N
    Publish
    + external
    knowledge
    + co-creation
    + Curation

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  147. CONVERSATIO
    N
    CREATION CONSUMPTIO
    N
    Publish
    + external info
    +co-creation
    + Curation
    Information Flow
    we have to continually refresh our stocks of knowledge by
    participating in relevant flows of new knowledge.

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  148. Name one thing
    you’re doing to help
    build high
    performance in your
    organization.

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  149. @tmiket
    keep up to date with
    your industry
    and profession
    Ecosystem for Continuous Learning (JD Dillon)
    grow your
    professional
    network
    learn something
    new every day
    share what
    you learn
    https://www.td.org/insights/to-keep-pace-l-d-must-adopt-an-ecosystem-mindset

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  150. @tmiket
    4 Guiding Questions
    Do you work to provide access to
    performance support resources &
    tools in the workplace?
    Are your people encouraged to learn
    from their day-to-day experiences
    and share that learning?
    Is mentoring and informal/peer
    coaching an important part of your
    culture?
    Are your managers
    rewarded/recognized for developing
    their people through their work?
    Credit: Charles Jennings

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  151. I learned…
    I’m beginning to think that…
    I wonder if…
    I rediscovered…
    I was surprised that…
    Finish That Sentence

    View full-size slide

  152. Repurposing
    Content for
    Campaigns
    #RGA @tmiket
    Section 6

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  153. “You don’t have to create content day
    in and day out. You just have to work
    on getting the content you already
    have in the hands of more people”
    Derek Halpern
    #RGA @tmiket

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  154. Why Repurpose Content?
    #RGA @tmiket
    Improve
    Visibility
    Reinforce
    Message
    New
    Audiences

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  155. #RGA @tmiket
    Original Ebook
    • 1 eBook
    • 1 infographic
    • 2 whitepapers
    • 1 video
    • 1 guest blog post
    • 15 blog posts on the Marketeer
    • 1 SlideShare presentation
    • 3 unique landing pages
    • 3 outbound email campaigns
    • 4 original photos
    • 90+ socials posts
    122+
    items

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  156. #RGA @tmiket
    113 Types of Marketing Content
    https://coschedule.com/content-marketing/types-of-content

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  157. #RGA @tmiket
    Repurposing
    a blog post into an infographic
    a report into a presentation slide deck
    a presentation slide deck into a print brochure
    a blog post into an ebook
    an infographic into a social media image
    a social media image into a header for an email newsletter
    a ______________________ into a ______________________

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  158. #RGA @tmiket
    Marketing Makeover

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  159. #RGA @tmiket
    Infographics
    Infographics deliver
    research in an easy-
    to-understand, visual
    layout.
    *most-shared type of content
    https://coschedule.com/blog/social-media-content

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  160. #RGA @tmiket
    What could you repurpose
    as an audiogram?
    Audiograms
    Audiograms bridge the
    audio and visual gap
    by letting you share
    audio clips of your
    content set to an
    image and waveform.
    https://www.buzzsprout.com/blog/podcast-audiograms-tips

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  161. #RGA @tmiket
    6.1
    Consider how you might
    repurpose existing
    content.
    6.2
    Brainstorm promotional
    elements. Pick your top 3
    ideas.
    15 Minutes

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  162. Automated Email
    Campaigns
    #RGA @tmiket
    Section 7

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  163. #RGA @tmiket
    Email?
    Seriously?!

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  164. #RGA @tmiket
    More people use
    email than any social
    media platform

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  165. #RGA @tmiket
    Email has an ability
    many channels don’t:
    creating valuable, personal
    touches – at scale

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  166. #RGA @tmiket
    99%
    check their email
    every single day

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  167. #RGA @tmiket
    Why Email?
    Quick & Easy to implement
    No additional technology / ecosystem
    Inexpensive
    Can start for FREE! Super cheap
    Automated
    Can create a schedule that runs itself
    #RGA @tmiket

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  168. #RGA @tmiket
    Why Email?
    Mobile Friendly
    No additional technology / ecosystem
    Analytics
    Who did / didn’t open / click
    Adaptive
    Can be triggered by a variety of events,
    dates, and learner actions.
    #RGA @tmiket

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  169. #RGA @tmiket
    ←Think this
    ↓ Not this

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  170. Be Concise &
    Focus Your Message
    Most people spend less than 15 seconds
    reading marketing emails, so keep it short
    and sweet, prioritizing your content from
    top to bottom. Consider breaking multiple
    messages into a series of emails.
    Link out
    If you have a lot of information to convey,
    link to a page on your website (or someone
    else's website) where subscribers can learn
    more.
    Use a hierarchy to
    organize for quick reading
    Headings & bullets divide content into sections
    that are easy to understand.
    Make room
    Use plenty of white space to give your content
    some breathing room and make your design
    more approachable.

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  171. Email
    Marketing
    Tools
    Drip, Sendloop, Customer.io, BombBomb, Vision6,
    Quickmail, Vero, ConvertKit, Gumroad, and Knowtify.
    #RGA @tmiket

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  172. #RGA @tmiket

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  173. #RGA @tmiket
    Imagine writing a set of
    emails just once that is
    sent to different people
    at different times when
    they need it most.

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  174. #RGA @tmiket
    Drip
    Three Ways
    to Use Them
    These options put you in
    control of who gets what
    and when.
    Scheduled
    Adaptive

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  175. #RGA @tmiket
    Save time by
    scheduling emails to
    coordinate with a
    specific date and time.
    Scheduled
    How could you use this type?

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  176. #RGA @tmiket
    Source: https://blog.upscope.io/29-companies-show-you-their-best-onboarding-
    emails/
    Communication
    Emails
    Can include confirmations,
    logistical info, pre-work or
    resources.

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  177. #RGA @tmiket
    Source: https://blog.upscope.io/29-companies-show-you-their-best-onboarding-
    emails/
    Newsletter
    Emails

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  178. Design Layouts
    #RGA @tmiket

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  179. Templates
    #RGA @tmiket

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  180. MailerLite
    #RGA @tmiket

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  181. #RGA @tmiket
    Drag & Drop
    elements

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  182. #RGA @tmiket
    Click to edit template

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  183. #RGA @tmiket
    Give your subject line
    lots of love!

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  184. #RGA @tmiket
    48%
    of emails are opened
    on a smart phone
    Don’t Forget Mobile!

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  185. #RGA @tmiket
    “Reaching the inbox
    isn't your goal -
    engaging people is.”
    Matt Blumberg

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  186. Best Practices

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  187. #RGA @tmiket
    15 Minutes
    7.1
    Let’s get logged into MailerLite
    and get our hands on
    discovering how easy it is to
    create great looking emails.
    As we saw earlier, first
    impressions are super
    important. So, we’ll start by
    creating a welcome email.

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  188. #RGA @tmiket
    Also known as an
    automated email series a
    drip campaign sends
    prewritten messages to a
    selected group over a
    specific amount of time.
    Drip
    How could you use this type?

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  189. #RGA @tmiket
    Source: https://blog.upscope.io/29-companies-show-you-their-best-onboarding-
    emails/
    Welcome/
    Onboarding
    Campaigns
    You’ll never have more attention
    than your initial email. Investing a
    little time in a great welcome
    email is worth it to get your
    relationships off on the right foot.

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  190. #RGA @tmiket
    Source: https://blog.upscope.io/29-companies-show-you-their-best-onboarding-
    emails/
    Email
    Courses
    When you produce great content
    and people actually anticipate
    seeing it in their inbox, you have
    a major win. Vero says that
    course emails have an open rate
    80% higher than regular emails,
    and a 300% higher click-through
    rate to boot.

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  191. #RGA @tmiket
    Source: https://blog.upscope.io/29-companies-show-you-their-best-onboarding-
    emails/
    Great for Spaced
    Learning &
    Reinforcement

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  192. #RGA @tmiket
    Example Drip Campaign

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  193. #RGA @tmiket
    How might
    you use this?

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  194. #RGA @tmiket
    Adjust to behavior so
    you can optimize emails
    for a customized
    experience.
    Adaptive
    How could you use this type?

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  195. #RGA @tmiket
    Dynamic Content
    Sending different emails using
    dynamic content
    Content changes based:
    • Learner’s job/role
    • Action taken

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  196. #RGA @tmiket
    Sometimes we like to over complicate
    learning...but this is one of the best
    examples of learning I’ve seen for a long
    time.
    I’m due a password change soon - so my
    business auto send useful info
    (#PerformanceSupport). No LMS - No
    tracking - just simple, easy learning!
    Nick Lee
    @N1ckL33

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  197. Adaptive
    Example
    #RGA @tmiket

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  198. #RGA @tmiket

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  199. #RGA @tmiket

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  200. #RGA @tmiket

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  201. #RGA @tmiket

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  202. #RGA @tmiket

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  203. #RGA @tmiket

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  204. #RGA @tmiket
    20 Minutes
    7.2-7.4
    Let’s create additional emails,
    automation and a landing
    page.

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