Recommended
Recommended
More Related Content
Similar to VWO Webinar - Julia Ritter
Similar to VWO Webinar - Julia Ritter (20)
Recently uploaded
Recently uploaded (20)
VWO Webinar - Julia Ritter
- 1. 1 How to Convert More Users from Your Email Campaign Julia Ritter Email Marketing Manager
- 2. About Me (and Mailjet) ● Email Marketing Manager at Mailjet by Sinch, I also work with the Mailgun and Email on Acid brands ● I’ve been in email for over 5 years ● I enjoy email writing and automating campaigns to improve the user’s experience as well as my team’s bandwidth ● I live in Chicago, IL Mailjet is an all-in-one email platform with features such as the drag and drop editor, email previews, and list verification. 2
- 3. © 2022 Mailjet by Sinch | CONFIDENTIAL Email Engagement Survey 3 We asked 2000 respondents around the world to tell us how they interact with their personal inboxes to uncover how users interact with email to help brands build meaningful connections. Inbox Insights What does it take to be a very successful email marketer? We partnered with Ascend2 to survey other professionals so you can see how your strategy stacks up.
- 4. Overview 01 Prep your campaign 02 Cater to your audience 03 Love your content 04 Love your design 4 05 Give the people what they want 06 Calculating ROI 07 Let’s Wrap It Up 08 Resources
- 6. © 2022 Mailjet by Sinch | CONFIDENTIAL What’s your goal? 6 ● Establish your goal first ● What are your important KPIs? ● What are you looking to get out of this? ○ Educational content ○ Relationship building ○ Cross-sell, up-sell
- 7. © 2022 Mailjet by Sinch | CONFIDENTIAL Monitor your deliverability 7 ● Positive impacts: ○ SPF, DKIM, DMARC ○ Engagement ○ Double opt-in subscription methods ○ Regular list maintenance ○ Segmentation ● Negative impacts: ○ Engagement ○ List quality ○ Email content/design ○ Not monitoring your send volume ○ Forgetting to segment
- 8. Respondents ranked the critical elements to increasing engagement and the top 3 were: 8 Source: Inbox Insights 64% Content quality 59% Personalization Responsive design 35%
- 9. Cater to your audience 02 9
- 10. “ 89% of respondents said a subject line that is personalized to their interests is more important to them than a discount or offer code. 10 “ Source: Email Engagement Survey
- 11. © 2022 Mailjet by Sinch | CONFIDENTIAL Understand & Personalize 11 ● Personas ● Interests ● Geographic areas ● Stage in the process ○ New ○ Existing & Active ○ Inactive ● Segmentation ● Customer/Behavioral data ○ Webpage visits ○ Recent purchases ○ Usage
- 12. © 2022 Mailjet by Sinch | CONFIDENTIAL 12 Both hero images were instructional gifs
- 13. © 2022 Mailjet by Sinch | CONFIDENTIAL 13 Examples from Really Good Emails Grammarly Judy Casper
- 15. © 2022 Mailjet by Sinch | CONFIDENTIAL You got something to say? 15 ● How are you presenting it? ○ Don’t bury the lead ● How does it solve their problem? ○ “Here’s a problem you may be experiencing, here’s how to solve it.” ● What do they gain from it? ○ “Here’s why you’ll benefit from this choice.”
- 17. © 2022 Mailjet by Sinch | CONFIDENTIAL Sometimes it’s about looks 17 ● Accessibility ○ Screen readers ○ Alt Text ○ Text size, imagery ● Email rendering ○ Make sure your email is rendering correctly across all platforms and devices ● Dynamic content ○ Hello again, personalization
- 18. The top three ways to use dynamic content to create a more personalized email experience are: 18 Source: Inbox Insights 53% Images/visuals 52% Text in email body Text in subject lines 42% (this was a select all that apply question)
- 19. © 2022 Mailjet by Sinch | CONFIDENTIAL 19 Examples from Really Good Emails United by Blue Loom Made In Cookware
- 20. Give the people what they want 05 20
- 21. “ 78.5% of respondents want to hear from brands at least once a week, while 51.9% of respondents want to hear from brands more than once a week. 21 “ Source: Email Engagement Survey
- 22. © 2022 Mailjet by Sinch | CONFIDENTIAL Give the people what they want (and need) AKA put it all together 22 ● Automated/triggered campaigns ○ Behavioral ○ Onboarding ○ Timing is everything (individually and for your whole strategy) ● Dynamic content ○ Makes your life easier and provides a personalized experience ● Testing ○ Subject lines ○ Content ○ Timing ○ Content placement with corresponding SLs
- 24. © 2022 Mailjet by Sinch | CONFIDENTIAL Calculating Email Marketing ROI 24 ● Two formulas: ○ (Total revenue from email – Total email costs) / Total email costs = ROI ○ Total revenue from email / Total emails sent = ROI ● Complexities involved such as: providers, employees, services ● Multiple possible conversions from email ● Not every email is trying to make a sale ● 5 attribution models: ○ Last click attribution ○ First click attribution ○ Linear attribution ○ Position-based attribution ○ Time decay attribution
- 25. Let’s Wrap It Up 07 25
- 26. 26 Let’s Wrap It Up Email Do’s: ● Monitor your deliverability - it’s basically email currency ● Personalize the user’s experience through content, copy, segmentation ● Implement accessibility always Email Dont’s: ● Forget to test your emails for rendering ● Send out a campaign without a direct goal and purpose in mind ● Use the term “eblast” please
- 28. © 2022 Mailjet by Sinch | CONFIDENTIAL I’m a big fan of… 28 ● Tools like: ○ Email design rendering - Email on Acid & Mailjet ○ Email verifications - Mailjet & Mailgun ○ API solutions - Mailgun ● Mailgun’s Email’s Not Dead Podcast ● Community: ○ Email Geeks Slack channels ○ Women of Email ○ Others? Drop them in the chat so we can all share
- 29. © 2022 Mailjet by Sinch | CONFIDENTIAL Some light reading… 29 ● Inbox Insights ○ What does it take to be a very successful email marketer? We surveyed other professionals so you can see how your strategy stacks up. ● Email Engagement Survey ● 2022 Email Marketing Trends ● 50 Newsletter Ideas to Create Engaging Emails ● Email Previews in Mailjet ● Calculate Email Marketing ROI ● Email Marketing Audits ● Marketing Calendar 2022: Dates You Shouldn’t Miss This Year
- 30. 30 Stay in touch! email jritter@mailgun.com linkedin www.linkedin.com/in/juliaritter slack Julia (i email about email) twitter Should I get one? subscribe Mailjet, Email on Acid, Mailgun newsletters
- 31. Thank you © 2021 Mailjet SAS | CONFIDENTIAL 31
Editor's Notes
- If you establish this first, you will brainstorm about this campaign with intention rather than looking at the analytics afterward and thinking “OK what can we get from this?” And don’t be fooled by the “educational content” and “relationship building” content. Maintaining the relationship with existing customers keeps them coming back for more and it’s cheaper overall to maintain that customer rather than acquiring new ones. They need to know who you are and know what you’re about so that when they’re in a pinch or looking for a solution, your brand will come to mind.
- So you know what this is saying? While I’m sure the promo code doesn’t hurt, They want to know that the company behind the email is paying attention to what they want in order to earn their business.
- Email is not one size fits all, and your audiences will notice that about your messages. One of the best parts about email is that we can capture the behavior and user data in order to use it to our advantage. Personalization doesn’t always have to mean “HI first name,” because we all know that sometimes people enter in fake names, or weird formatting, so if you’re not confident in your data, then make up for it in other ways. Your new users are going to need different messaging than your longtime customers. New Customers: What do they need to get started with your product or service? This is more educational and establishing the relationship Existing customers: Maintaining the relationship that proves they made the right decision and you’ll continue to value them as a customer so you build trust and they’ll keep coming back for your product or service Inactive customers: What opportunities are there to bring them back? Focus on the value prop, what can you provide to them that helps them solve a problem?
- Yes, we love our content because we created it but what about it helps them? Explain that this is a possible problem/area for improvement/why they can’t live without it and how your service, product, solution solves that problem. How is it being shown in the email? Don’t bury the lead too much. THey should know what you’re providing immediately once they open it or you’ll lose them quickly. If you’re wondering whether this is happening with your audiences, maybe test long-form text vs. short form text. More descriptive vs. straight to the point. Even plain text vs. design.
- Our Senior Email Developer, Megan Boshuyzen, just gave an incredible presentation on accessibility in your email program and an overarching takeaway for me is that it “Statistics of how many of our your audience meet the disability criteria DOES NOT MATTER, it has to be done to be inclusive”
- This is hard to show in examples - what I like to do is map out how I think an automation should look, I either draw it out or use a tool like Google docs or Miro to put together a flow.