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.
Bring your automated emails
back from the dead:
Erica Dube
Account Strategist at IMPACT
@ericandube (@impactbnd)
#UTwebina...
What’s wrong with most
automated emails?
#UTwebinar
How can we fix them?
● Copy
● Personalization
● Segmenting
● Timing
#UTwebinar
1.
Keep your copy human-friendly
#UTwebinar
Bad news:
People don’t read.
#UTwebinar
What we
see
What we
read
What we
remember
Average
#UTwebinar
What we
see
What we
read
What we
remember
Less copy
#UTwebinar
Your user →
Focus on one thing to do
#UTwebinar
Answer the one big question
#UTwebinar
2.
Personalization doesn’t mean sticking your
customer’s name on everything
#UTwebinar
(and don’t forget to test)
#UTwebinar
Do less of this...
#UTwebinar
...and more of this.
#UTwebinar
What’s really important?
● Using personalization when it counts
● Apply what you know about the user
● Simplify their expe...
Get Creative!
#UTwebinar
Celebrate with your users!
#UTwebinar
Entice them to visit again
#UTwebinar
3.
Segmenting your list
#UTwebinar
Segmentation = Relevance
Segmented campaigns receive an average of 59.99% higher
click rate than non-segmented campaigns (...
Segment and personalize for better results
#UTwebinar
Job Title
Job
Role/Duties
Lifecycle
Stage
Best
describes
me...
# of ...
How to Segment
#UTwebinar
4.
Timing and cadence
#UTwebinar
Right content, at the right time
Subscribes to Blog
Email: Top of the
Funnel eBook
Downloads eBook
Does NOT
Download eBook...
Every automated
campaign needs an end-
goal
Take contacts out of automated
email campaigns if they reach the
“goal” (i.e. ...
Keep the zombie content under control
#UTwebinar
Takeaways
#UTwebinar
3.
Segment for Success
4.
Kill Your Zombies
1.
Be Human
2.
Plan Before Personalizing
Questions?
Be sure to check out impactbnd.com
Tweet @IMPACTbnd
Questions about UserTesting?
Email adam@usertesting.com
#UT...
Thank you!
How to Bring Your Automated Emails Back From the Dead [Webinar Slides]
How to Bring Your Automated Emails Back From the Dead [Webinar Slides]
How to Bring Your Automated Emails Back From the Dead [Webinar Slides]
How to Bring Your Automated Emails Back From the Dead [Webinar Slides]
How to Bring Your Automated Emails Back From the Dead [Webinar Slides]
How to Bring Your Automated Emails Back From the Dead [Webinar Slides]
Upcoming SlideShare
Loading in …5
×

How to Bring Your Automated Emails Back From the Dead [Webinar Slides]

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

  • Login to see the comments

How to Bring Your Automated Emails Back From the Dead [Webinar Slides]

  1. 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
  2. 2. What’s wrong with most automated emails? #UTwebinar
  3. 3. How can we fix them? ● Copy ● Personalization ● Segmenting ● Timing #UTwebinar
  4. 4. 1. Keep your copy human-friendly #UTwebinar
  5. 5. Bad news: People don’t read. #UTwebinar
  6. 6. What we see What we read What we remember Average #UTwebinar
  7. 7. What we see What we read What we remember Less copy #UTwebinar
  8. 8. Your user →
  9. 9. Focus on one thing to do #UTwebinar
  10. 10. Answer the one big question #UTwebinar
  11. 11. 2. Personalization doesn’t mean sticking your customer’s name on everything #UTwebinar
  12. 12. (and don’t forget to test) #UTwebinar
  13. 13. Do less of this... #UTwebinar
  14. 14. ...and more of this. #UTwebinar
  15. 15. What’s really important? ● Using personalization when it counts ● Apply what you know about the user ● Simplify their experience #UTwebinar
  16. 16. Get Creative! #UTwebinar
  17. 17. Celebrate with your users! #UTwebinar
  18. 18. Entice them to visit again #UTwebinar
  19. 19. 3. Segmenting your list #UTwebinar
  20. 20. Segmentation = Relevance Segmented campaigns receive an average of 59.99% higher click rate than non-segmented campaigns (MailChimp) #UTwebinar
  21. 21. Segment and personalize for better results #UTwebinar Job Title Job Role/Duties Lifecycle Stage Best describes me... # of page visits Recent conversion Reports to... Location
  22. 22. How to Segment #UTwebinar
  23. 23. 4. Timing and cadence #UTwebinar
  24. 24. 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 #UTwebinar
  25. 25. 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)
  26. 26. Keep the zombie content under control #UTwebinar
  27. 27. Takeaways #UTwebinar 3. Segment for Success 4. Kill Your Zombies 1. Be Human 2. Plan Before Personalizing
  28. 28. Questions? Be sure to check out impactbnd.com Tweet @IMPACTbnd Questions about UserTesting? Email adam@usertesting.com #UTwebinar
  29. 29. Thank you!

×