Customer-Centric Email Marketing

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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

  1. 1. CUSTOMER-CENTRIC EMAIL MARKETING By Justine, Ros and Colin #v2vemail
  2. 2. ROSCAMPAIGN MONITOR COLINCUSTOMER.IO JUSTINELITMUS 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

  3. 3. Why Should My Startup Have An Email Strategy?
  4. 4. Why Should My Startup Have an Email Strategy? • Inexpensive • Great ROI • Increase engagement • Build relationships • People prefer to receive email …
  5. 5. EVERY EMAIL NEEDS A PURPOSE “SPECIAL DELIVERY!”
  6. 6. • 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
  7. 7. How do I not look like a spammer? Permission is... • Opt-in • Not implied • Not purchased • Not forever …
  8. 8. 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 …
  9. 9. "you recently created a 
 Litmus account…"
 "you recently downloaded 
 our templates…" "you recently ran a test…" Permission Reminders
  10. 10. How do I not look like a spammer? Emails are not 
 weapons of mass 
 destruction
  11. 11. What are the Most Important Emails a Startup Should Be Sending Now?
  12. 12. • Transactional • Onboarding Emails • Product Updates • Newsletter What are the Most Important Emails a Startup Should Be Sending Now? …
  13. 13. Transactional
  14. 14. Cart/Signup Abandonment
  15. 15. Welcome Emails
  16. 16. Welcome Emails
  17. 17. Onboarding Series to Influence User Behavior
  18. 18. Don’t stop after people pay! Email to: Prevent Churn! Help People Become Experts Tell your team to do things
  19. 19. 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
  20. 20. 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
  21. 21. NEWSLETTERS HAVE INTIMACY
  22. 22. 74% People who say that email is their preferred channel
  23. 23. … so why send boring email campaigns?
  24. 24. What Are The Key Elements in High Performing Campaigns?
  25. 25. What are the Key Elements in High Performing Campaigns? … • Table-based HTML • Good subscriber experience • Strong subject line • Clear CTAs • Relevant messages
  26. 26. Table-based HTML + Inline CSS check out Ros’ killer guide: campaignmonitor.com/css
  27. 27. From name Subject line Preheader Inbox 25% from name 25% subject line 50% preheader text
  28. 28. From name Subject line Preheader Open Tap/click Inbox Email body 25% from name 25% subject line 50% preheader text
  29. 29. From name Subject line Preheader Open Tap/click Inbox Email body 25% from name 25% subject line 50% preheader text Page/site Page/site
  30. 30. Hey
  31. 31. Hey = $2.6million
  32. 32. A GOOD CALL TO ACTION CAN MAKE OR BREAK A CAMPAIGN
  33. 33. CALL TO ACTION Free Trial See plans and pricing
  34. 34. CALL TO ACTION Free Trial See plans and pricing 200% increase in signups
  35. 35. CALL TO ACTION Start testing Read our overview
  36. 36. CALL TO ACTION Start testing Read our overview 2x clicks
  37. 37. Test a hypothesis Content vs product High vs low commitment
  38. 38. Single CTA Emails FTW 21% of opens clicked 40% of opens clicked
  39. 39. +30% clicks VS
  40. 40. Relevancy: Personalization/Geolocation • Boston: 1,200 subscribers • London: 2,500 subscribers • San Fran: 1,100 subscribers • General: 46,000 subscribers !
  41. 41. Relevancy: Targeting using multiple data sources
  42. 42. Which Email Tools Should Every Startup Be Using?
  43. 43. • Transactional services • Newsletter services • Testing … Which Email Tools Should Every Startup Be Using?
  44. 44. NEWSLETTER TESTINGTRANSACTIONAL
  45. 45. How Do I Measure The Success of My Email Campaigns?
  46. 46. • Go Beyond The Click • Conversions, Buzz, Enquiries … How Do I Measure The Success of my Email Campaigns?
  47. 47. Conversions
  48. 48. Those spikes? Thanks, email. Pageviews Twitter mentions
  49. 49. Thinking beyond clicks, opens, conversions •Twitter mentions •Unsolicited comments •Endorsements •Web visits •Blog comments •Anecdotal evidence •Interest from mainstream journalists
  50. 50. It's time to optimize!
  51. 51. Takeaways: Why should my startup have an email strategy? • Inexpensive • Great ROI • Increase engagement • Build relationships • People prefer to receive email
  52. 52. Takeaways: What are the most important emails a startup should be sending now? • Transactional • Onboarding Emails • Product Updates • Newsletter
  53. 53. Takeaways: What are the key elements in high-performing email campaigns? • Table-based HTML • Good subscriber experience • Strong subject line • Clear CTAs • Relevant messages
  54. 54. Takeaways: Which email tools should every startup be using? • Transactional services • Newsletter services • Testing
  55. 55. Takeaways: How Do I Measure The Success of my Email Campaigns? • Go Beyond The Click • Conversions, Buzz, Enquiries
  56. 56. ROSCAMPAIGN MONITOR @yarrcat @campaignmonitor @meladorri @litmusapp COLINCUSTOMER.IO @alphacolin @customerio Resources: http://litmus.com/lp/v2vemail
 We'll be at TEDC! http://litmus.com/conference JUSTINELITMUS Thank you!

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