A workshop delivered to WeWork startups - December 2016

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Behaviour-Driven
Email Marketing
Stephen Pratley
StephenPratley.com

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What to expect from this training...
Why we should be concentrating on automated emails over “campaigns”
A review of where emails sit in our marketing arsenal
An outline of 5 core campaigns any business can run
Tools of the trade
Where to go next

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Hi, I’m Stephen Pratley
I build email campaigns that turn
prospects into sales for training
and Saas businesses
I began with direct mail campaigns
then became one of the early
pioneers of commercial email
marketing in the UK.
I’m a Trainer at IDM & Kingston
University, and run an agency at
Visibly Better Marketing

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Actions:
Send an email
Not send an email
Basic Automation
Triggers:
Form completions (sign-ups)
Opens
Clicks

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“Autoresponders”
Traffic Sign-up
Promotional
Emails

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Then they buy!

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From Autoresponders To Automation
Traffic Sign-up
Promotional
Emails
Onboarding Emails

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Actions:
Send an email
SMS
Push notifications (pop-ups & alerts)
Snail Mail
Add to telesales list
Marketing Automation
Triggers:
Form completions (sign-ups)
Opens
Clicks
Orders
Page views
Pricing pages
Case studies
Thank-you for your order

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A Pro Funnel Team
Strategist
Works out the journey you
want your user to take, the
steps on the way, the
resources needed
Technician
Sets up the systems including
landing pages, email
campaigns and tracking tools,
Copywriter
Makes sure what is sent is
both engaging and gets
readers to take action.
Analyst
Looks at results, finds weak
spots, recommends tests to
find improvement.

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WTF?

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Back to Basics What is a funnel?

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“A process for moving prospects who
are unaware of your product or service
to becoming buyers, and repeat
buyers”
Me

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Contingency Campaigns

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5 Behaviour Triggered
Email Campaigns

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1) Welcome

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Welcome
Objectives
● Introduce yourself as a
personality
● Build credibility
● Re-state your benefits
● Open up other channels with
value
● Train them to interact.

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A sample welcome structure
● Introduce yourself as a personality
“Hi, I’m X, CEO of Y”
● Build credibility
“We’ve helped X,000people do Y and won an award for Z
● Re-state your benefits
We can do X without the hassle of Y
● Open up other channels & give value
There’s a great tip about X on our youtube channel
● Train them to interact.
Drop me a line with what you’ve done already?

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Exercise
3 minutes to write
3 minutes to read to your
neighbour
● Introduce yourself as a
personality
● Build credibility
● Re-state your benefits
● Open up other channels with
value
● Train them to interact.

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Welcome Template
stephenpratley.com/ultimatewelcome

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2) Onboarding

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Onboarding
Objectives
● Increase time investment in
your product
● Offer support
● Uncover secondary features
● Achieve early success

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Exercise
Write down 3-5 key steps
What steps does a prospect need to
take to become a committed
customer?

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Onboarding - Gamification

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3) The Upsell

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Upsell
Objectives
● Free content -> first purchase
● First purchase -> second
purchase
● Occasional purchases ->
frequent purchases
● Small purchase -> large
purchases

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4) Reviews & Referrals

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My R&R Process:
1) Use the NPS question:
”How likely is it that you would recommend [your company] to a friend or colleague?
Where 0 is not likely at all and 10 is very likely.”
2) Act FAST on low scores

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My R&R Process:
3) Go to “10”’s and ask who they have in mind
4) Ask positive scores about worst and best experiences with your product
5) Follow up on positive experiences and ask permission to publish as testimonials
(offer links back or other value)
The above can be built easily using Gravity Forms in Wordpress, and an email
triggered by an action that indicates a “successful” user.

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5) Win-Back

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Win-Back Warnings
Don’t expect miracles
Send in small batches
Change something radical
From name - personal / business
Subject - short, personal
Text / HTML
Decide what “dead” means in your business

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Tools of the trade

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A basic toolset
Wordpress - Marketing content & sign-up forms
(Web App or member site)
ActiveCampaign - Email Marketing
Google Analytics
Pro-Tools
Wistia - ad-free video hosting with engagement metrics
Zapier - Sends triggers from other apps (support desk, Facebook ads, Stripe)
Segment.com - more detailed tracking inside your app
Amplitude - reporting on user journeys (Similar to GA, but with named users)

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What Next?
stephenpratley.com
5 Campaigns Ebook
Free training on welcome email
series
me@stephenpratley.com
0208 123 3897
@stephenpratley