Discover which key lifecycle stage-specific campaigns can and should be automated. In this session Tamara will guide us through how to get started with lifecycle email campaigns, by sharing examples and best practices, and of course how to avoid those common pitfalls.

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
5%
95%
Volume
Triggered Email Campaigns
Batch & Blast campaigns
45%
55%
Profit
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
Thissingleemailhas
increasedFlightFox’
conversionsby15%.
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
Rules & Triggers

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
63
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