Download as PDF, PPTX
![Step 5: Create Email Sequence
Email #1: To every subscriber
Subject: The thing you asked for
Thanks for checking out Videofruit! Here is the [insert name] bonus that you asked
for:[insert link to bonus]
Looking forward to helping you get started with [insert subject of bonus].
Quick question…
What is the #1 thing you are struggling with on [subject of bonus]? Hit reply and let
me know. Would love to help you out!
-Bryan
PS: The absolute most important thing to [insert desired outcome] is growing your
email list. Install my free list-building app to help you do that.
[insert link to list goal]
Email #2: To everyone who didn’t
install List Goal within a day
Subject: About your email list
Yesterday you downloaded the [insert bonus name]. Good first
step to [insert desired outcome]. However, the #1 most
important thing you need to do is to start growing your email list.
Why?
Check out what you’re able to do with even a tiiiiiiny email list.
Your homework for today is two-fold…
Action Item #1: Read the story linked above.
Action Item #2: Pick your list goal for the next 60 days.
Action Item #2: Download List Goal and use it to help you hit
your goal. Capisce?
Holler back at me if you hit any roadblocks.
-Bryan
TIP: Experiment with different subject lines & copies.](https://image.slidesharecdn.com/emailmarketingtraining-151011103244-lva1-app6892/85/Driving-Growth-Through-Email-Marketing-56-320.jpg)
![What to Optimise
Salutation
● A: [Vero] The free trial ending email that works
● B: The free trial ending email that converts
The word 'converts' resonates more with Vero’s (conversion rate optimization)-focused audience
and resulted in a 15% increase in opens and a 50% increase in clicks,.](https://image.slidesharecdn.com/emailmarketingtraining-151011103244-lva1-app6892/85/Driving-Growth-Through-Email-Marketing-120-320.jpg)
Uploaded byGrowth Hacking Asia
Driving Growth Through Email Marketing
This document discusses email marketing strategies and tactics. It begins by explaining why email marketing is effective due to email's high open and click-through rates. It then provides tips for writing compelling subject lines such as using action words and personalization. The document also discusses writing compelling email content by focusing on benefits rather than features and using a checklist. Additionally, it covers call-to-action buttons, segmentation, automated workflows including welcome emails, and behavioral targeting based on user actions. The overall document aims to provide fundamentals and best practices for effective email marketing.
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Similar to Driving Growth Through Email Marketing
Driving Growth Through Email Marketing
- 1. @Growthhackasia (Growth HackingAsia) Driving Growth Through Email Marketing Brought to you by:
- 2. @Growthhackasia (Growth HackingAsia) “Flipping the success rate of Asian startups from 1/10 to 9/10”
- 3. @Growthhackasia (Growth HackingAsia) • Growth Hacking ConsultingGrowth Labs • Growth Hacking TrainingsGH Academy • Monthly events for inspiration and experience and knowledge exchange GH Events
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- 13. Elements of aCompelling Email Subject Line
- 14. WRITE A COMPELLINGEMAIL SUBJECT LINE 1) Use Actionable Language - use verbs like “take”, “download”, “reserve”, “ask”, “buy”, etc. - e.g. OpenTable: “Take Mum to Brunch” Elements of a Compelling Email Subject Line
- 15. WRITE A COMPELLINGEMAIL SUBJECT LINE 2) Subject Lines Must be Brief, Clear and Can be Catchy (<35 characters) - subject line has to be clear first and catchy second - e.g. UrbanDaddy: A Hotel in the Middle of the Ocean. Keep it Short The First 2 Words are Crucial Elements of a Compelling Email Subject Line
- 16. WRITE A COMPELLINGEMAIL SUBJECT LINE 3) Align Subject Line Copy and Email Copy - what your email subject line promises, the email message has to deliver - for example: - 54 New Data Slides for Your Marketing Decks → CTR of 26% (very specific subject line with clear promise) - Get Key Marketing Trends From the Marketing Data Box → CTR of 10.4% (vague and less accurate subject line) Elements of a Compelling Email Subject Line
- 17. WRITE A COMPELLINGEMAIL SUBJECT LINE 4) Personalise When Possible: - list segmentation and targeting have enormous effects on email marketing performance metrics Elements of a Compelling Email Subject Line
- 18. WRITE A COMPELLINGEMAIL MESSAGE 5) Establish Relevancy - remind the reader why they are receiving this email Elements of a Compelling Email Message
- 19. WRITE A COMPELLINGEMAIL MESSAGE 6) Write in the Second Person - writing in the second person means you orient the copy towards the reader, not yourself Elements of a Compelling Email Message
- 20. WRITE A COMPELLINGEMAIL MESSAGE 7) Talk About Benefits, Not Features - explain to your recipients exactly how they can benefit from a new feature Elements of a Compelling Email Message
- 21. Email Body CopywritingChecklist ● Does it provide value to the recipient? ○ Is it going to add more knowledge to my subscriber? ○ Is it going to solve their most pressing problems? ○ Is it worth the time reading? ● Can I scan it in 3-4 seconds? ● Do I understand the benefits, rather than just features? Persuasive Copywriting - Examples
- 22. CALL-TO-ACTION Use Actionable Languagein Your CTA - having a strong CTA is crucial to every email; it needs to be easy to identify and understand Elements of a Compelling Call to Action
- 23. Improve Deliverability 1. Usedouble opt-in 2. Purge hard bounces after one bounce 3. Purge subscribers who haven’t opened or clicked in a while 4. Do not include attachments 5. Avoid spam words (e.g. free, weekdays, %, etc.) 6. Keep message size to 40KB or less 7. Avoid purchased lists 8. Use a consistent, recognisable sender name and email address
- 24. Spam Test Tool:Email Spam Test http://www.emailspamtest.com/
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- 29. Pop-Up Opt-In Tool:Popup Domination
- 30. Pop-Up Opt-In Tool:Optinmonster http://optinmonster.com
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- 32. Opt-in Bar Tool:Hello Bar https://www.hellobar.com
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- 34. Slide-Up Form Tool:Unpop http://getunpop.com
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- 36. Targeting Popups viaPersonalisation
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- 38. Abandonment Popup Tool:SumoMe https://sumome.com
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- 40. Webinars and CoursesTool: Unbounce http://unbounce.com
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- 44. Twitter Lead GenCards
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- 52. Facebook Ads +Landing Page
- 53. Step 1: CreateValuable Content Content can be: ● Case Study ● Whitepaper ● Free Live Training ● Webinar ● etc. TIP: post content on social networks to see which “lead magnet” is the most popular
- 54. Step 2: DefineTarget Audiences Target Audiences: 1) Website visitors 2) Website visitors lookalike audience (1%) 3) Facebook fans 4) Facebook fans lookalike audience (1%) 5) Email list lookalike audience 6) Friends of people who have liked the Fan Page TIP: make sure to exclude your existing email list since they have already opted in. Insert Conversion Pixel:
- 55. Step 3: CreateLanding Page Recommended Tool: Lander Best Practices: 1) Clear value proposition 2) Image 3) Clear Call to action 4) List of Benefits 5) Social Proof FUNNEL: See Ad > Click Link > Go to Landing Page > Enter Your Email > Get the Promised Bonus
- 56. Step 5: CreateEmail Sequence Email #1: To every subscriber Subject: The thing you asked for Thanks for checking out Videofruit! Here is the [insert name] bonus that you asked for:[insert link to bonus] Looking forward to helping you get started with [insert subject of bonus]. Quick question… What is the #1 thing you are struggling with on [subject of bonus]? Hit reply and let me know. Would love to help you out! -Bryan PS: The absolute most important thing to [insert desired outcome] is growing your email list. Install my free list-building app to help you do that. [insert link to list goal] Email #2: To everyone who didn’t install List Goal within a day Subject: About your email list Yesterday you downloaded the [insert bonus name]. Good first step to [insert desired outcome]. However, the #1 most important thing you need to do is to start growing your email list. Why? Check out what you’re able to do with even a tiiiiiiny email list. Your homework for today is two-fold… Action Item #1: Read the story linked above. Action Item #2: Pick your list goal for the next 60 days. Action Item #2: Download List Goal and use it to help you hit your goal. Capisce? Holler back at me if you hit any roadblocks. -Bryan TIP: Experiment with different subject lines & copies.
- 57. Step 6: CreateCampaign ACTION ITEM #1: SET UP TARGETING 1 Campaign 6 Ad Sets (1 per audience) 1 Ad per Ad Set
- 58. Step 7: CreateCampaign ACTION ITEM #2: Create the Ad (1 per Ad Set) TIP: Make sure to remember Facebook’s 20% text rule in images.
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- 63. How to doSegmentation? Females interested in Mexico travel deals, age 24-54, with $35,000+ income, that opened our emails but never clicked:: Segmentation Criteria Characteristic Personal interests Subscribers interested in travel deals to Mexico Demographics Subscribers with: ● Gender = female ● Age between 24- 54 ● Income > $35,000 Past Behaviour Subscribers that have opened their emails at least once but have never clicked on links ● Opens ≥ 1 ● Clicks = 0
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- 65. Example: Interest Example: Buzzfeed Createdlists for each different section of the website, including: ● Food ● DIY ● Animals ● Books ● Parents Set up separate subscribe opportunities for each list that get shown in different areas of the website. So, for example: If you go to our Animals page or a view a post in the Animals category, you’ll see an opt-in for the Animals newsletter. Readers are self-selecting the content they are interested in. Following on from that baseline, they’ve since launched a number of more sub-categorical lists around popular topics.
- 66. EXERCISE #1: Step 1:Pick a company of your choice Step 2: Develop 2 detailed list building strategies (e.g. what pop-up to use, where to place it, what lead magnet to create, how to collect segmented data, etc.) Step 2: Create 4 highly targeted segments
- 67. STEP 3: SET UPAUTOMATED WORKFLOWS
- 69. Shape Customer Journeywith Triggered Emails
- 70. Welcome Email Goal =Educate recipient about how to use the product and upgrade them from free to paying user
- 71. Getting Started Email Goal= Educate recipient about how to use the product and upgrade them from free to paying user
- 72. Status Email Status Email Goal= Educate recipient about how to use the product and upgrade them from free to paying user
- 73. Re-Engagement Email Re-Engagement Email Goal= Educate recipient about how to use the product and upgrade them from free to paying user
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- 75. Case Study: Hootsuite’sWelcome Workflow GOAL: to take someone who expressed interest in your products and gets them to make a purchase, with the idea that they will become a returning shopper.
- 76. Case Study: Hootsuite’sWelcome Workflow Assistance Email Product Email Product Boost EmailWHAT WHEN 3 days after signup 2 weeks after signup 3 days after product email Coupon Email 3 weeks after product boost email
- 77. Case Study: Hootsuite’sWelcome Workflow Welcome & Assistance Email
- 78. Case Study: Hootsuite’sWelcome Workflow Products Email
- 79. Case Study: Hootsuite’sWelcome Workflow Product Booster Email
- 80. Case Study: Hootsuite’sWelcome Workflow Coupon Offer Email
- 81. EXERCISE #2: Step 1:Use the same company as in Exercise #1 Step 2: Choose a goal (e.g. upsell customers, welcome workflow, upgrade customers, educate customers, etc.) Step 3: Develop a 3-email workflow
- 82. STEP 4: SET UPBEHAVIOURAL TRIGGER EMAILS
- 83. Behavioural Emails What isBehavioural Targeting? 1) Build up an individual profile for each of your subscribers 2) Behavioural email campaigns are based on the actions that your customers do (or do not take) when interacting with your business. This allows you to send emails that truly matter to each individual recipient 3) The information you should use when creating a behavioral campaign is everything from basic customer attributes (age, location, last time on your site) to their most recent actions on your website (signed in, viewed product X, used feature Y, completed checkout)
- 84. Case Study: Envelopes.com UserJourney Landing Page Category Page Product Page Cart Checkout Thank You Category Email Category Email Cart Abandonment Email Checkout Abandonment Email WHAT WHEN 11.30am on day after abandonment 11.30am on day after abandonment 48 hours after abandonment 24 hours after abandonment
- 85. Case Study: Envelopes.com CategoryEmail Email Layout: ● Product image ● "Thank you" message ● "Shop now" button ● Options to shop
- 86. Case Study: Envelopes.com CategoryEmail - Results Recipients: Email was sent to anyone who has provided an email address, spent at least four minutes shopping, and failed to complete a purchase. RESULTS ● Open rate: 44.28% ● Clickthrough rate: 7.08% ● Conversion rate: 21.33%
- 87. Case Study: Envelopes.com ShoppingCart Abandonment Email Email Layout: ● Product image ● "Thank you" message ● "Shop now" button ● Options to shop Email Layout: ● Headline + relevant image ● Call-to-action ● Products
- 88. Case Study: Envelopes.com ShoppingCart Abandonment Email - Results Recipients: A shopper who abandons items in a shopping cart on the site without buying receives an email from Envelopes.com about 48 hours later. RESULTS ● Open rate: 38.01% ● Clickthrough rate: 24.71% ● Conversion rate: 40.00%
- 89. Case Study: Envelopes.com CheckoutAbandonment Email Email Layout: ● Headline + relevant image ● Call-to-action ● Products
- 90. Case Study: Envelopes.com CheckoutAbandonment Email - Results Recipients: Email was sent to anyone who has provided an email address, spent at least four minutes shopping, and failed to complete the checkout. This campaign also sends two reminders to shoppers who do not convert. These are very similar to the first message with slight changes. RESULTS ● Open rate: 39.24% ● Clickthrough rate: 18.18% ● Conversion rate: 33.93%
- 91. Behavioural Emails: Examples LifecycleEmails These emails are designed to spark very specific actions in the customer lifecycle — anything from completing a profile to adding team members. Transactional Emails Re-Engagement EmailsUpselling Emails Transactional emails — receipts, invoices, notifications, reports, etc. — are opened at up to 8x the rate as compared to promotional emails. Did you know that just 25% of free trial users actually convert to paying customers? That’s where upselling emails come in: last- ditch efforts to engage an inactive user or expiring free trial. It’s important to understand that customer inactivity comes in different flavors: ● Initial inactivity, where a customer hasn’t completed your onboarding process ● Partial inactivity, where a customer is only using part of your app or service ● Complete inactivity, where a customer isn’t engaged at all
- 92. Behavioural Emails: Examples LifecycleEmails Milestone Email Browsing History Email
- 93. Behavioural Emails: Examples TransactionalEmails Report Email Notification Email
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- 95. Behavioural Emails: Examples Re-EngagementEmails Initial Inactivity Partial Inactivity
- 96. Behavioural Emails: Examples Re-EngagementEmails Complete Inactivity
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- 99. EXERCISE #3: Step 1:Use the same company as in Exercise #1 & 2 Step 2: Choose a goal (e.g. increase purchase completions, increase sign-up completions, etc.) Step 3: Develop 2 trigger emails
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- 105. Frequency 5 Steps toDetermine to Optimal Email Frequency Step 1: Establish your hypotheses For example: “Increasing our email frequency from once a week to three times a week will increase our click-through-rate by 35%” Step 2: Choose a list segment Select one segment that you will test and make sure it’s sizeable enough to provide meaningful data. Step 3: Establish baseline metrics Establish your current performance metrics for the sample you are testing with Step 4: Create and schedule your test emails Create and schedule emails based on general email marketing best practices. Do not experiment with subject lines, etc. as this would skew the results. Step 5: Measure and analyse results Measure your results against the hypotheses you established and the baseline metrics.
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- 108. Email Strategy Development- “Warm up” Leads Facebook Custom Audience
- 109. Email Strategy Development- “Warm up” Leads Facebook Custom Audience
- 110. Email Strategy Development- “Warm up” Leads Facebook Custom Audience
- 111. Email Strategy Development- “Warm up” Leads Twitter List Audience
- 112. Email Strategy Development- “Warm up” Leads Twitter List Audience
- 113. Email Strategy Development- “Warm up” Leads http://liveramp.com/
- 114.
- 115. Key Metrics METRICS Delivery Rate Open Clicks Bounce Unsubscribe Spam GENERICBENCHMARKS 90 - 98% 7 - 30% 0.2 - 3.2% 0.5 - 2.2% 0.45 - 0.13% 0.027%
- 116. What to Optimise ●Subject Lines ● Sender Name ● Personalisation / Salutation ● Body Copy ● Image ● Call-to-Action ● Mobile Optimisation
- 117. What to Optimise SubjectLines Subject Line Subject Line % Open Rate % Click Rate % Conversion V.1 Free Internet Marketing Webinar Free Internet Marketing Webinar 18.7% 3.1% V.2 Invitation to Internet Marketing Webinar Internet Marketing Webinar 21.8% 4.4% V.3 Special Invitation to Expert Marketing Webinar Internet Marketing Webinar 21.4% 3.3%
- 118.
- 119.
- 120. What to Optimise Salutation ●A: [Vero] The free trial ending email that works ● B: The free trial ending email that converts The word 'converts' resonates more with Vero’s (conversion rate optimization)-focused audience and resulted in a 15% increase in opens and a 50% increase in clicks,.
- 121. What to Optimise Personalisation/ Salutation
- 122. What to Optimise BodyCopy Version 1: 1.6% Conversion Rate Version 2: 3.2% Conversion Rate Body Copy Variants to Test ● Shorter versus longer ● Bullet points ● Numbered list ● Question and answer format ● Only one sentence and a call to action
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- 124.
- 125. What to Optimise Images AfterA/B testing these two, click through rates increased by 378% The changes they made in the second campaign helped Unhaggle achieve a massive 32.4% click through rate. Image Variants to Test: ● One versus multiple images ● Text on image ● Screenshot of a video ● Call to action incorporated in image versus call to action separate of image ● Animated GIF
- 126. What to Optimise Call-to-Action Thesecond (30-day Free Trial) CTA increased signups by 110%.
- 127.
- 128. EXERCISE #4: Step 1:Use the same company as in Exercise #1 -3 Step 2: Choose an email element to A/B test Step 3: Create content A & B