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.
Growth Hacking Asia's presentation on Facebook Advertising. Learn how to set up a landing page to direct your ads to, plus the specifics of ads like lookalike and custom audiences.
Learn a 3 step process that will make people looking at your website, turn into actual paying customers. Despite what they may think, startups don't have an exposure problem, they have a conversion problem.
Inbound Marketing: Your Competitive AdvantageHubSpot
Want to create marketing campaigns that your audience will love? Thousands of companies in the UK are using inbound marketing to help crush their competition. If your marketing strategy hasn't taken account of buyers' new habits -- or depends on renting attention -- you may soon discover you are one of the companies being crushed.
Growth Hacking Asia's presentation on Facebook Advertising. Learn how to set up a landing page to direct your ads to, plus the specifics of ads like lookalike and custom audiences.
Learn a 3 step process that will make people looking at your website, turn into actual paying customers. Despite what they may think, startups don't have an exposure problem, they have a conversion problem.
Inbound Marketing: Your Competitive AdvantageHubSpot
Want to create marketing campaigns that your audience will love? Thousands of companies in the UK are using inbound marketing to help crush their competition. If your marketing strategy hasn't taken account of buyers' new habits -- or depends on renting attention -- you may soon discover you are one of the companies being crushed.
Growth Hacking Masterclass: How to acquire users when you have zero marketing...Dotun Olowoporoku
Growth is the only essential thing you need to be a startup. It has nothing to do with being a new company, tech-based, raising money or with a cool sounding name. It’s all about growth.
Growth metric varies from one company to another, however the most commonly used metric is the rate at which a product is adopted by users. So how does a startup with limited resources and zero brand equity acquire users 10x more than the incumbent? The answer is not a bigger marketing budget or a better brand, it is growth hacking.
In this workshop, we’ll explore the concept of growth hacking and how it is different from traditional marketing. We’ll use case studies and stories to provide practical how-to guides on strategy, tactics and tools you can use to acquire users even if you have zero/low marketing budget. And how to bake growth into the DNA of your product development.
It's intended for people currently running a business and have recognised customer acquisition as a pain point they need to address.
Buyers no longer use voicemails and emails from strangers to learn about products. This information is online, whenever buyers are interested. This SlideShare presentation show sellers how to connect in a meaningful way by starting conversations around the buyer’s plans, goals and challenges.
This presentation is one class in HubSpot Academy's free sales training course. You can enroll here: http://certification.hubspot.com/inbound-sales-certification
How to Get the Most Out of Your Inbound CertificationHubSpot
You’ve studied up and passed the Inbound Certification exam. Now what? Now it's time to take advantage of your accomplishment by highlighting your shiny new marketing certification badge. This deck will cover 7 easy ways you can get the most out of your Inbound Certification badge and certificate to gain more opportunities.
Not certified yet? Become a certified inbound pro here: http://hubs.ly/y0GZT60
Growth hacking: how to use analytics to create kickass marketing strategiesEveline Smet
Know your customer, map your conversion funnel, identify what you are going to optimize and set KPI's, track everything that you do in Google Analytics and never stop testing.
It’s no secret HubSpot are really big fans of inbound marketing. We’re also obsessed with finding opportunities that will help us to grow quicker across our inbound channels.
In 2015 we started a growth team who were set a challenge, find ways to deliver a greater return from some of our best performing inbound channels.
This presentation will go through how we approached that challenge, the growth team we created and real results from initiatives they’ve implemented.
Turning Stories Into Dollars: How to Create a Content Marketing Machine that ...Taboola
On August 26, 2015, Ran Gishri (VP of Audience Development, Taboola) and Josh Johnson (VP, Influence & Co.) led a webinar discussion on the strategies for creating and distributing content that will drive sales and increase conversions for your business.
More than 90% of all startup fail. Their plan A for their idea doesn't work out. 2/3 of the successful startups change their plan. because plan A almost never works. Lean Startup is an approach to mitigate these risks, use validated learning, and adapt the plan A to a plan that works. Let's start with innovating ideas and make them successful.
Deliver Results with Automated Email Lead NurturingHubSpot
Learn why lead nurturing is a critically powerful tool for marketers and how to set up a successful campaign. Presented by Ellie Mirman at AMA Tampa, March 18, 2011.
You have your topic lists, now it’s time to figure out which topic is best to build your business on. Enter the matrix.
If you’ve never used a weighted average decision matrix before, you’re in for a treat. After learning how effective this
tool can be, you might just find yourself involving it in all kinds of important life decisions.
I have an example on the next page, but here’s basically how it works:
The concept is simple. Each topic that made your short list will be evaluated against a list of criteria. I’ll have a suggested criteria list, but you can feel free to add/subtract as you see fit.
Each criteria is assigned a weighting from 1 to 10, which indicates how important it is in building a successful business.
Then, each topic receives a score for each criteria. For example, if the criteria is “personal interest in this topic,” you
would assign 0 if you’re not interested at all, 10 if it’s all you think about, night and day, or something in between.
After assigning your weights and scores, you multiply weight x raw score for each, then you add all the weighted scores for
each topic. The sum of each is your total score for each topic.
Whichever has the highest score wins.
Let’s look at an example to see how it works:
Discover how Skyscanner does Growth across different channels with Growth Director, Michael Briggs.
For more information visit https://medium.com/@Skyscanner/multi-channel-journeys-inside-growth-ddc2ff87af30 and https://www.skyscanner.net/mobile.html for a working example of our product in motion.
Getting Your Content to Convert: Taboola's Content Marketing West Coast Works...Taboola
Taboola hit the West Coast from August 11th-13th 2015 conducting Content Marketing Workshops in three major cities: Seattle, San Francisco and LA. Speaker and Senior Content Strategist, Inbar Yagur, led an interactive session emphasizing the steps you need to take to create great content and a successful campaign.
Topics included how to build an effective content strategy, engage your audience, accomplish user action and more.
Creating a Monthly Email Marketing Planner really isn’t Rocket Science, as long as you follow a few simple steps, which are covered in one of our Workshops.
Check out our blog for loads more top tips, infographics and videos - www.popcorn.email/blog
Creating an Email Marketing Plan really isn’t Rocket Science, as long as you follow a few simple steps, which are covered in one of our Workshops.
Below is a printable ‘Email Marketing Sketchpad’ to develop your ideas, please check out our blog for the ‘Monthly Planner’ and our ‘Email Marketing Planner‘. - www.popcorn.email/blog
Growth Hacking Masterclass: How to acquire users when you have zero marketing...Dotun Olowoporoku
Growth is the only essential thing you need to be a startup. It has nothing to do with being a new company, tech-based, raising money or with a cool sounding name. It’s all about growth.
Growth metric varies from one company to another, however the most commonly used metric is the rate at which a product is adopted by users. So how does a startup with limited resources and zero brand equity acquire users 10x more than the incumbent? The answer is not a bigger marketing budget or a better brand, it is growth hacking.
In this workshop, we’ll explore the concept of growth hacking and how it is different from traditional marketing. We’ll use case studies and stories to provide practical how-to guides on strategy, tactics and tools you can use to acquire users even if you have zero/low marketing budget. And how to bake growth into the DNA of your product development.
It's intended for people currently running a business and have recognised customer acquisition as a pain point they need to address.
Buyers no longer use voicemails and emails from strangers to learn about products. This information is online, whenever buyers are interested. This SlideShare presentation show sellers how to connect in a meaningful way by starting conversations around the buyer’s plans, goals and challenges.
This presentation is one class in HubSpot Academy's free sales training course. You can enroll here: http://certification.hubspot.com/inbound-sales-certification
How to Get the Most Out of Your Inbound CertificationHubSpot
You’ve studied up and passed the Inbound Certification exam. Now what? Now it's time to take advantage of your accomplishment by highlighting your shiny new marketing certification badge. This deck will cover 7 easy ways you can get the most out of your Inbound Certification badge and certificate to gain more opportunities.
Not certified yet? Become a certified inbound pro here: http://hubs.ly/y0GZT60
Growth hacking: how to use analytics to create kickass marketing strategiesEveline Smet
Know your customer, map your conversion funnel, identify what you are going to optimize and set KPI's, track everything that you do in Google Analytics and never stop testing.
It’s no secret HubSpot are really big fans of inbound marketing. We’re also obsessed with finding opportunities that will help us to grow quicker across our inbound channels.
In 2015 we started a growth team who were set a challenge, find ways to deliver a greater return from some of our best performing inbound channels.
This presentation will go through how we approached that challenge, the growth team we created and real results from initiatives they’ve implemented.
Turning Stories Into Dollars: How to Create a Content Marketing Machine that ...Taboola
On August 26, 2015, Ran Gishri (VP of Audience Development, Taboola) and Josh Johnson (VP, Influence & Co.) led a webinar discussion on the strategies for creating and distributing content that will drive sales and increase conversions for your business.
More than 90% of all startup fail. Their plan A for their idea doesn't work out. 2/3 of the successful startups change their plan. because plan A almost never works. Lean Startup is an approach to mitigate these risks, use validated learning, and adapt the plan A to a plan that works. Let's start with innovating ideas and make them successful.
Deliver Results with Automated Email Lead NurturingHubSpot
Learn why lead nurturing is a critically powerful tool for marketers and how to set up a successful campaign. Presented by Ellie Mirman at AMA Tampa, March 18, 2011.
You have your topic lists, now it’s time to figure out which topic is best to build your business on. Enter the matrix.
If you’ve never used a weighted average decision matrix before, you’re in for a treat. After learning how effective this
tool can be, you might just find yourself involving it in all kinds of important life decisions.
I have an example on the next page, but here’s basically how it works:
The concept is simple. Each topic that made your short list will be evaluated against a list of criteria. I’ll have a suggested criteria list, but you can feel free to add/subtract as you see fit.
Each criteria is assigned a weighting from 1 to 10, which indicates how important it is in building a successful business.
Then, each topic receives a score for each criteria. For example, if the criteria is “personal interest in this topic,” you
would assign 0 if you’re not interested at all, 10 if it’s all you think about, night and day, or something in between.
After assigning your weights and scores, you multiply weight x raw score for each, then you add all the weighted scores for
each topic. The sum of each is your total score for each topic.
Whichever has the highest score wins.
Let’s look at an example to see how it works:
Discover how Skyscanner does Growth across different channels with Growth Director, Michael Briggs.
For more information visit https://medium.com/@Skyscanner/multi-channel-journeys-inside-growth-ddc2ff87af30 and https://www.skyscanner.net/mobile.html for a working example of our product in motion.
Getting Your Content to Convert: Taboola's Content Marketing West Coast Works...Taboola
Taboola hit the West Coast from August 11th-13th 2015 conducting Content Marketing Workshops in three major cities: Seattle, San Francisco and LA. Speaker and Senior Content Strategist, Inbar Yagur, led an interactive session emphasizing the steps you need to take to create great content and a successful campaign.
Topics included how to build an effective content strategy, engage your audience, accomplish user action and more.
Creating a Monthly Email Marketing Planner really isn’t Rocket Science, as long as you follow a few simple steps, which are covered in one of our Workshops.
Check out our blog for loads more top tips, infographics and videos - www.popcorn.email/blog
Creating an Email Marketing Plan really isn’t Rocket Science, as long as you follow a few simple steps, which are covered in one of our Workshops.
Below is a printable ‘Email Marketing Sketchpad’ to develop your ideas, please check out our blog for the ‘Monthly Planner’ and our ‘Email Marketing Planner‘. - www.popcorn.email/blog
Marketing Management model and diagram for powerful business presentations.
More business diagrams on
http://www.drawpack.com
your visual business knowledge
91% of online consumers check their email daily.
Email marketing is the engine room of your inbound marketing strategy. It can help accelerate people through your funnel and create new leads for your company.
Join us for this live webinar to discuss how you can set up an effective email marketing program to generate and nurture leads for your company.
After viewing this webinar you will learn how to:
Create persona driven email marketing campaigns
Build lead nurturing to help educate your prospects from site visit to customer
Use context to drastically improve your stats
Generate new leads from email
Did you know that Tuesdays at 11am is one of the worst possible times to send your email campaigns? Stop relying on guesswork and hunches to drive your email marketing--you might be shooting yourself in the foot. Learn How to Tweak Your Email Messaging to Generate More Leads!
View full presentation here: http://www.hubspot.com/the-science-of-email-marketing/
Creating a Content Offer Campaign Like a Pro ATX HUGCarrie Hokanson
How to create and plan a content offer campaign in HubSpot. Reviews best practices for content offers and HubSpot projects. A presentation from the Austin HubSpot User Group in collaboration with Jaxzen Marketing Strategies.
First impressions are important. Our studies show 25% of subscribers never engage with a brand because they are not properly on-boarded. Learn how to begin building a 1:1 customer relationship right from the start.
Email marketing is a vital part of any successful digital marketing strategy. It is a
powerful tool for businesses to communicate with their customers, promote their
products and services, and build brand awareness. However, creating an effective email
marketing campaign can be a daunting task, especially for those who are new to the
field.
SME Guide to Email and Social Media Marketinginspiresmeuk
John Hayes, EMEA Business Development Executive at email marketing firm iContact, gave a talk on email marketing and social media marketing at an event in London on January 26th 2012. The presentation explores the best ways for SME to leverage email and social media marketing in order to successfully reach out to current and potential customers.
Trust is a crucial part of attracting, converting, and retaining customers, and email newsletters are a great way to build that trust. A successful newsletter that is regular, reliable, and consistently delivers useful, interesting information can help you effectively nurture existing and future customers.
LSA Bootcamp Detroit: Email Marketing Best Practices (Constant Contact)Localogy
This presentation was given to an audience of small businesses at the LSA Bootcamp in Detroit 6/1/16 which was an event to help small businesses learn the fundamentals of digital marketing. For more on the event, visit: http://www.marketingbitz.com/marketing/boot-camp.aspx
On Friday, August 24th, Sam Hirbod presented at the 4th Annual Utah Digital Marketing Collective Conference:
Recap and video of this presentation will be located here, along with all of the other presenters. http://www.utahdmc.org/dmc-2018
Sam Hirbod, Principal Agency Strategist at HubSpot, is an expert in inbound marketing, business strategy, and account management. He’s coached 1 000+ organizations within the public and private sector, helping them grow better by translating business cases into sustainable action plans.
Session Description
The Future of Content - What does the future of content look like and how do you prepare for it? In this session, ongoing and future content trends are turned into easily actionable insights which prepare you and your organization for the future of content. You will learn how to make the most out of your content by: targeting your ideal customer, working with influencers, learning the latest and future content trends, how you can easily get started and more.
Creating an Effective & Engaging Email Marketing ProgramHolly A. Fisher
Research shows a vast majority of consumers want marketing messages via email. Despite all the other forms of communication available to us, email remains the go-to medium. Your nonprofit can use email marketing to share news, recruit volunteers, solicit donors and simply stay in front of your existing and potential supporters. Email marketing is a relatively inexpensive and largely effective way to market your organization.
Small Business University Workshop - How to Create a Total Online Presence Wh...Brad Tornberg
Small Business University Workshop - How to Create a Total Online Presence When You Really Don’t Have the Time is about marketing strategy, the marketing hourglass, and tips and tricks for optimizing on line content, landing pages, on line to go off line, and other ways to get businesses to know, like and trust you so they try your product or service, buy it and repeat the process and refer others.
E-marketing Very simply put, eMarketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms eMarketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous.
eMarketing is the process of marketing a brand using the Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers.
By such a definition, eMarketing encompasses all the activities a business conducts via the worldwide web with the aim of attracting new business, retaining current business and developing its brand identity.
We thought it would be helpful to create a tool both marketers and small business owners could use. Therefore we are bringing you a new easy to use 5 step guide to help you plan, produce, test, delive and follow up your email marketing campaigns.
2 hours training on Mobile UX with Farah Nuraini, Interaction Designer at Traveloka, Indonesia
45 min theory: Research, Analysis, Design solutions and Testing
+ 1h15 min of hands-on exercises with the 5 facilitators from Traveloka.
New to UX? Check out this short presentation to get a basic understanding of what you can do to your website to make sure browsers will convert to buyers.
Discover the list of tools that startups can use (mostly for free) to make their ideas come alive quickly. The tools solve problems from designing, marketing, sales, team work, fulfillment to financials. Products that help from the idea stage to the product stage are included.
Salma Karina Hayat is Conscious Digital Transformation Leader at Kudos | Empowering SMEs via CRM & Digital Automation | Award-Winning Entrepreneur & Philanthropist | Education & Homelessness Advocate
When listening about building new Ventures, Marketplaces ideas are something very frequent. On this session we will discuss reasons why you should stay away from it :P , by sharing real stories and misconceptions around them. If you still insist to go for it however, you will at least get an idea of the important and critical strategies to optimize for success like Product, Business Development & Marketing, Operations :)
Reflect Festival Limassol May 2024.
Michael Economou is an Entrepreneur, with Business & Technology foundations and a passion for Innovation. He is working with his team to launch a new venture – Exyde, an AI powered booking platform for Activities & Experiences, aspiring to revolutionize the way we travel and experience the world. Michael has extensive entrepreneurial experience as the co-founder of Ideas2life, AtYourService as well as Foody, an online delivery platform and one of the most prominent ventures in Cyprus’ digital landscape, acquired by Delivery Hero group in 2019. This journey & experience marks a vast expertise in building and scaling marketplaces, enhancing everyday life through technology and making meaningful impact on local communities, which is what Michael and his team are pursuing doing once more with Exyde www.goExyde.com
What You're Going to Learn
- How These 4 Leaks Force You To Work Longer And Harder in order to grow your income… improve just one of these and the impact could be life changing.
- How to SHUT DOWN the revolving door of Income Stagnation… you know, where new sales come into your magazine while at the same time existing sponsors exit.
- How to transform your magazine business by fixing the 4 “DON’Ts”...
#1 LEADS Don’t Book
#2 PROSPECTS Don’t Show
#3 PROSPECTS Don’t Buy
#4 CLIENTS Don’t Stay
- How to identify which leak to fix first so you get the biggest bang for your income.
- Get actionable strategies you can use right away to improve your bookings, sales and retention.
Best Crypto Marketing Ideas to Lead Your Project to SuccessIntelisync
In this comprehensive slideshow presentation, we delve into the intricacies of crypto marketing, offering invaluable insights and strategies to propel your project to success in the dynamic cryptocurrency landscape. From understanding market trends to building a robust brand identity, engaging with influencers, and analyzing performance metrics, we cover all aspects essential for effective marketing in the crypto space.
Also Intelisync, our cutting-edge service designed to streamline and optimize your marketing efforts, leveraging data-driven insights and innovative strategies to drive growth and visibility for your project.
With a data-driven approach, transparent communication, and a commitment to excellence, InteliSync is your trusted partner for driving meaningful impact in the fast-paced world of Web3. Contact us today to learn more and embark on a journey to crypto marketing mastery!
Ready to elevate your Web3 project to new heights? Contact InteliSync now and unleash the full potential of your crypto venture!
Textile Chemical Brochure - Tradeasia (1).pdfjeffmilton96
Explore Tradeasia’s brochure for eco-friendly textile chemicals. Enhance your textile production with high-quality, sustainable solutions for superior fabric quality.
14. WRITE A COMPELLING EMAIL 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 COMPELLING EMAIL 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 COMPELLING EMAIL 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 COMPELLING EMAIL 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 COMPELLING EMAIL MESSAGE
5) Establish Relevancy
- remind the reader why they are receiving this email
Elements of a Compelling Email Message
19. WRITE A COMPELLING EMAIL 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 COMPELLING EMAIL 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 Copywriting Checklist
● 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 Language in 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. Use double 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/
53. Step 1: Create Valuable 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: Define Target 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: Create Landing 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: 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.
57. Step 6: Create Campaign
ACTION ITEM #1: SET UP TARGETING
1 Campaign
6 Ad Sets (1 per audience)
1 Ad per Ad Set
58. Step 7: Create Campaign
ACTION ITEM #2: Create the Ad (1 per Ad Set)
TIP: Make sure to remember Facebook’s 20% text rule in images.
63. How to do Segmentation?
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
65. Example: Interest
Example: Buzzfeed
Created lists 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
75. Case Study: Hootsuite’s Welcome 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’s Welcome 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
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
83. Behavioural Emails
What is Behavioural 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
User Journey
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
86. Case Study: Envelopes.com
Category Email - 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%
88. Case Study: Envelopes.com
Shopping Cart 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%
90. Case Study: Envelopes.com
Checkout Abandonment 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
Lifecycle Emails
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
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
105. Frequency
5 Steps to Determine 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.
116. What to Optimise
● Subject Lines
● Sender Name
● Personalisation / Salutation
● Body Copy
● Image
● Call-to-Action
● Mobile Optimisation
117. What to Optimise
Subject Lines
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%
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,.
122. What to Optimise
Body Copy
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
125. What to Optimise
Images
After A/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