I agree with Joanna – we’re here to convert. In 2015, I spoke at Content Marketing World for the first time. SO excited. The day before I spoke, Robert Rose…
BUT, email is HOW you bring (traffic, engagement, and) ROI to your content.
Why? Because data can “listen” to every customer, every minute, for every use case. And automation can use each of those data points about what, why, when to make everything we do personalized and therefore more RELEVANT to our prospects and customers. In fact, the MORE tailored to the customer, the more we become a SERVICE more than a SALES team, the better our results! With that… here is the 101, 201, and 301…
Automation is when data can make marketing happen all on its own, minus human checks. Make sure your data is giving the right instructions!
Why test? Are we always going to have a control group? (yes)
Prove to me that the investment that we’re making here (and possible expansion) is worth it! I couldn’t start without a test.
Why 6 emails? Why 60 days after they graduate basic training?
Our research showed that most FIs success with 5-9 over first 90 days.
These folks are special:
They may open an account and not use for over a year.
They can’t look at email while they’re in basic training (8-12 weeks based on branch of service/ship date/graduation date).
KNOW your audience.
Email #2 is dynamic based on ship date and #3, 4, 5 & 6 are all sparked by the graduation date.
We’re starting to map a customer’s or donor’s “Journey”… put on our empathy hats. What do THEY need now?
Bass Pro – 5 years later sales to boat owners…
Grantham University starts with 3 emails in 5 days; 6 emails in 17 days, then 3 emails in 13 days… but then goes for 6 years through enrollment, school, and alumni status
How do you define inactive? 90-days, 9 months, 13 months? Haven’t opened, clicked… purchased/donated?