Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
@Hollygow
@Hollygow
Fill-in-the-Blank
Email Automation
Holly Wright,
Phoenix Direct
@Hollygow
@Hollygow
@Hollygow
@Hollygow
@Hollygow
Email
marketers
Cat
owners
📧 📧 📧
📧 📧
📧📧📧
📧
😻
😻😻
😻
😻
😻
😻
😻
😻😻
@Hollygow
@Hollygow
THE ROBOTS
ARE COMING
FOR OUR JOBS!
@Hollygow
@Hollygow
@Hollygow
@Hollygow
data
@Hollygow
software
@Hollygow
third party
apps
@Hollygow
THE ROBOTS
ARE COMING
FOR OUR JOBS!
We got this!
@Hollygow
strategy
targeting
triggers
photograph
copygraphics
romotions
subject lin
alls-to-actionlanding pagb testing
imi...
@Hollygow
strategy
targeting
triggers
photograph
copygraphics
romotions
subject lin
alls-to-actionlanding pag
personaliza
...
@Hollygow
strategy
targeting
triggers
photograph
copygraphics
romotions
subject lin
alls-to-actionlanding pag
personaliza
...
@Hollygow
And now...
Some email stats!
@Hollygow
automated
emails are
5x – 30x more
valuable than
bulk
@Hollygow
sent
10.2% of all opens
15.4% of all clicks
45.0% of all email
orders
44.7% off all email
@Hollygow
25% average open
rate
44% average open
rate
@Hollygow
16% average click
rate
25% average click
rate
@Hollygow
6% average
conversion rate
27% average
conversion rate
@Hollygow
$0.33 average
revenue per email
$4.00 average
revenue per email
@Hollygow
Top Programs
Welcome
Bounce-
back
Abandone
d cart
Birthday
VIP gift
Retargetin
g
@Hollygow
@Hollygow
let’s play!
@Hollygow
When someone ___________ for your email program, it is nice and polite to send
a __________ ____________. To put...
@Hollygow
1. Verbs
actions that
trigger
messages
@Hollygow
Possible Triggers
• Submitting an email signup form or popup
• Opening or not opening your first campaign
• Clic...
@Hollygow
More Triggers
• Placing their first order or any order
• Placing an order over a certain amount
• Placing an ord...
@Hollygow
Even More Triggers
• Downloading a whitepaper, ebook, case study or video
• Signing up for a webinar
• Participa...
@Hollygow
Still More Triggers
• Interacting on social media
• Having a birthday
• Opting into a sweepstakes
• Referring a ...
@Hollygow
Nouns
what
messages to
send
@Hollygow
Messages
• Creative – photography, graphics, copy and
CTA’s
• Offers and incentives
• From name, subject line an...
@Hollygow
Messages
• Start with the customer.
• What will the subscriber be expecting?
• What’s your goal?
• Do your tone ...
@Hollygow
Proper Nouns
who to include
@Hollygow
Adjectiveshow to describe
the recipients
@Hollygow
Adverbs (word ending in -ly)how and when to
send messages
@Hollygow
Pronounsplaceholders for
personalization
@Hollygow
Personalization
• Customer’s name
• The customer’s spend total or progress toward
a goal
• Membership or VIP sta...
@Hollygow
Interjectionspromotions and
special offers
@Hollygow
Promotions
• Welcome
• Birthday gift
• VIP status
• Re-engagement
• Lapsed buyers
• Bounce-back
• Post-purchase
...
@Hollygow
Conjunctions
branching &
joining
programs
@Hollygow
@Hollygow
Branching
@Hollygow
Terminating
@Hollygow
Joining
@Hollygow
Excluding
@Hollygow
a few more
thoughts...
@Hollygow
progressive
disclosure
@Hollygow
general
suppression
list
@Hollygow
Takeaways
@Hollygow
start small
@Hollygow
think about your
customers first.
@Hollygow
be intentional
@Hollygow
test!!!
@Hollygow
QA
@Hollygow
refine
@Hollygow
close the loop
@Hollygow
make it fun
@Hollygow
Holly Wright
Phoenix Direct
@hollygowrightly
hwright@phoenixdirect.com
770-667-8833 x125
Thank you!
Upcoming SlideShare
Loading in …5
×

MailLibs: Fill-in-the-Blank Email Automation

1,225 views

Published on

Even with the best technology, automated email programs still need humans to design the emails, craft the messages, and figure out the logistics. A lot of decisions go into creating a personalized automation program, but that doesn't mean it can't be fun! In this session, Holly will break down the top automated email marketing series into fun and easy, fill-in-the-blank programs (get it? Mail!Libs?!). Attendees will leave with a better understanding of the components needed make their automations successful. BONUS: Download Holly's digital MailLibs game, so you can play (ahem, plan) all the way home on your flight. "I need a noun! Will someone please shout out a noun!?!"

I presented this session at Litmus' Email Design Conference in Boston in August 2016. Enjoy! -Holly

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

MailLibs: Fill-in-the-Blank Email Automation

  1. 1. @Hollygow
  2. 2. @Hollygow Fill-in-the-Blank Email Automation Holly Wright, Phoenix Direct
  3. 3. @Hollygow
  4. 4. @Hollygow
  5. 5. @Hollygow
  6. 6. @Hollygow
  7. 7. @Hollygow Email marketers Cat owners 📧 📧 📧 📧 📧 📧📧📧 📧 😻 😻😻 😻 😻 😻 😻 😻 😻😻
  8. 8. @Hollygow
  9. 9. @Hollygow THE ROBOTS ARE COMING FOR OUR JOBS!
  10. 10. @Hollygow
  11. 11. @Hollygow
  12. 12. @Hollygow
  13. 13. @Hollygow data
  14. 14. @Hollygow software
  15. 15. @Hollygow third party apps
  16. 16. @Hollygow THE ROBOTS ARE COMING FOR OUR JOBS! We got this!
  17. 17. @Hollygow strategy targeting triggers photograph copygraphics romotions subject lin alls-to-actionlanding pagb testing iming personaliza n
  18. 18. @Hollygow strategy targeting triggers photograph copygraphics romotions subject lin alls-to-actionlanding pag personaliza nb testing iming
  19. 19. @Hollygow strategy targeting triggers photograph copygraphics romotions subject lin alls-to-actionlanding pag personaliza nb testing iming
  20. 20. @Hollygow And now... Some email stats!
  21. 21. @Hollygow automated emails are 5x – 30x more valuable than bulk
  22. 22. @Hollygow sent 10.2% of all opens 15.4% of all clicks 45.0% of all email orders 44.7% off all email
  23. 23. @Hollygow 25% average open rate 44% average open rate
  24. 24. @Hollygow 16% average click rate 25% average click rate
  25. 25. @Hollygow 6% average conversion rate 27% average conversion rate
  26. 26. @Hollygow $0.33 average revenue per email $4.00 average revenue per email
  27. 27. @Hollygow Top Programs Welcome Bounce- back Abandone d cart Birthday VIP gift Retargetin g
  28. 28. @Hollygow
  29. 29. @Hollygow let’s play!
  30. 30. @Hollygow When someone ___________ for your email program, it is nice and polite to send a __________ ____________. To put your new subscriber at ease, it’s best to include a personal touch, such as their __________ and a special gift. “________!” they’ll say. “What a great deal!” But unfortunately, not everyone will immediately ______________. After ___________, go ahead and send a ________ to those folks. If they still haven’t ______________ after ____________, send a ____________. Those who order should How to Give a Warm Welcome!signs upTRIGGER MESSAGE TIME INTERVAL DYNAMIC TEXT quick hello right away first name PROMO 10% off QUALIFYING ACTION place an order TIME INTERVAL 48 hours MESSAGE remind er QUALIFYING ACTION placed an order TIME INTERVAL 3 more days MESSAGE final reminde r main progra m OTHER PROGRAM early engagement OTHER PROGRAM
  31. 31. @Hollygow 1. Verbs actions that trigger messages
  32. 32. @Hollygow Possible Triggers • Submitting an email signup form or popup • Opening or not opening your first campaign • Clicking on a specific link or email • Not clicking a specific email or group of emails • Not opening any emails from you over an extended period of time • Requesting a lower frequency of emails • Requesting only a specific type of emails
  33. 33. @Hollygow More Triggers • Placing their first order or any order • Placing an order over a certain amount • Placing an order for a specific item or category of items • Putting something in their cart without checking out • Looking at something without putting in in their cart • Spending a total of $XXX or more on your site • Making a total of XX purchases in a period of time • Purchasing once and not again for a period of time
  34. 34. @Hollygow Even More Triggers • Downloading a whitepaper, ebook, case study or video • Signing up for a webinar • Participating or not participating in a webinar • Filling out a form to request a demo • Requesting pricing or more information • Viewing certain pages on your site (pricing, client list, etc.) • Becoming a customer or client • Registering for a conference
  35. 35. @Hollygow Still More Triggers • Interacting on social media • Having a birthday • Opting into a sweepstakes • Referring a friend • Requesting help • Resetting their password • Reaching the anniversary of their first purchase, first event, first download, registration, etc.
  36. 36. @Hollygow Nouns what messages to send
  37. 37. @Hollygow Messages • Creative – photography, graphics, copy and CTA’s • Offers and incentives • From name, subject line and preheader text • Alt text, background colors and bullet-proof buttons
  38. 38. @Hollygow Messages • Start with the customer. • What will the subscriber be expecting? • What’s your goal? • Do your tone and copy bridge the gap?
  39. 39. @Hollygow Proper Nouns who to include
  40. 40. @Hollygow Adjectiveshow to describe the recipients
  41. 41. @Hollygow Adverbs (word ending in -ly)how and when to send messages
  42. 42. @Hollygow Pronounsplaceholders for personalization
  43. 43. @Hollygow Personalization • Customer’s name • The customer’s spend total or progress toward a goal • Membership or VIP status • Dynamic product recommendations • Content recommendations • Custom offers and promotions • Recently purchased items for reordering • Items a customer has hearted or liked
  44. 44. @Hollygow Interjectionspromotions and special offers
  45. 45. @Hollygow Promotions • Welcome • Birthday gift • VIP status • Re-engagement • Lapsed buyers • Bounce-back • Post-purchase • New subscriber conversion • Cart abandonment • Browse abandonment • Product reviews • Product recommendations • Update preferences
  46. 46. @Hollygow Conjunctions branching & joining programs
  47. 47. @Hollygow
  48. 48. @Hollygow Branching
  49. 49. @Hollygow Terminating
  50. 50. @Hollygow Joining
  51. 51. @Hollygow Excluding
  52. 52. @Hollygow a few more thoughts...
  53. 53. @Hollygow progressive disclosure
  54. 54. @Hollygow general suppression list
  55. 55. @Hollygow Takeaways
  56. 56. @Hollygow start small
  57. 57. @Hollygow think about your customers first.
  58. 58. @Hollygow be intentional
  59. 59. @Hollygow test!!!
  60. 60. @Hollygow QA
  61. 61. @Hollygow refine
  62. 62. @Hollygow close the loop
  63. 63. @Hollygow make it fun
  64. 64. @Hollygow Holly Wright Phoenix Direct @hollygowrightly hwright@phoenixdirect.com 770-667-8833 x125 Thank you!

×