Hosted by IMPACT Branding & Design and UserTesting, this webinar will teach you how to how to breathe life back into your email marketing and automation using personalization and UX. Watch it on-demand now here: https://offers.impactbnd.com/bring-your-automated-emails-back-to-life-through-personalization-ux

1. Bring your automated emails
back from the dead:
Erica Dube
Account Strategist at IMPACT
@ericandube (@impactbnd)
#UTwebinar
It’s never too late to delight your customers
Vin Gaeta
Account Strategist at IMPACT
@vinImpact (@impactbnd)
Hannah Alvarez
Content Marketing Manager
@hannahkalvarez

3. What’s wrong with most
automated emails?
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4. How can we fix them?
● Copy
● Personalization
● Segmenting
● Timing
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5. 1.
Keep your copy human-friendly
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6. Bad news:
People don’t read.
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7. What we
see
What we
read
What we
remember
Average
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8. What we
see
What we
read
What we
remember
Less copy
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9. Your user →

10. Focus on one thing to do
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12. Answer the one big question
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14. 2.
Personalization doesn’t mean sticking your
customer’s name on everything
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16. (and don’t forget to test)
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17. Do less of this...
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18. ...and more of this.
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19. What’s really important?
● Using personalization when it counts
● Apply what you know about the user
● Simplify their experience
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20. Get Creative!
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21. Celebrate with your users!
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22. Entice them to visit again
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25. 3.
Segmenting your list
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26. Segmentation = Relevance
Segmented campaigns receive an average of 59.99% higher
click rate than non-segmented campaigns (MailChimp)
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27. Segment and personalize for better results
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Job Title
Job
Role/Duties
Lifecycle
Stage
Best
describes
me...
# of page
visits
Recent
conversion
Reports to...
Location

28. How to Segment
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29. 4.
Timing and cadence
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30. Right content, at the right time
Subscribes to Blog
Email: Top of the
Funnel eBook
Downloads eBook
Does NOT
Download eBook
Send Success
Story, MOFU Offer
Re-engagement
email: related blog
articles, another
eBook option
● Value
● Educate
● Use suppression in workflows -
do not annoy contacts
● Testing
● Make choices for emails based
on behaviors
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31. Every automated
campaign needs an end-
goal
Take contacts out of automated
email campaigns if they reach the
“goal” (i.e. contact sales,
purchased, entered free trial)

32. Keep the zombie content under control
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33. Takeaways
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3.
Segment for Success
4.
Kill Your Zombies
1.
Be Human
2.
Plan Before Personalizing

34. Questions?
Be sure to check out impactbnd.com
Tweet @IMPACTbnd
Questions about UserTesting?
Email adam@usertesting.com
#UTwebinar

35. Thank you!