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Stop Blasting, Start Conversing & Converting with Email Marketing
1. STOP BLASTING, START
CONVERSING!
(and converting)
Karen Talavera
President, Synchronicity Marketing
@SyncMarketing
Digital Summit Dallas, December 5-6, 2017
A Success Blueprint for Cultivating Lasting
Relationships with Email Marketing
2. Karen Talavera is the Founder and
President of Synchronicity Marketing
Providing email marketing strategy, consulting, coaching, training
and education since 2003
Who is Karen?
• Internationally-recognized email strategist, consultant, and speaker
• Leading email marketing trainer and professional educator for the ANA,
MarketingProfs, the DMA and eConsultancy
• Board Member of the Email Experience Council (EEC)
• Member Only Influencers, Women in Email, Alley to the Valley
• Serving data-driven marketers and major brands such as:
About Your Speaker
3. Before We Begin . . .
1. Take the 2-question survey
for a chance to win a $100
Amazon Gift Card TODAY
2. All responders receive a
free Email Metrics & ROI
Calculator
3. Enter at
http://bit.ly/dsdallasemail
4. Let’s Start with Mindset
Mindset over Skillset!
Just as important as knowing the “what” and
“how” of improving email marketing is knowing
the “why”
7. One-way communication
One-size-fits-all messaging
Broadcast vs. conversational
Little or no segmentation
Creating demand more important
than creating value
Primary intent: sell vs. serve
The Old School
8. Two-way communication
Opportunity for dialog
Segmented messaging in which
content, tone and offers vary by
customer life cycle stage with brand
Centered on creating long-term value,
relationships and loyalty
Primary intent:
Sell by way of serving
The New School
12. Like an Architect, We Need a Plan
Specific Function
Amusement
Utility
Infrastructure
Foundation
13. Variety is the Spice of Life
People become immune to and ignore repetition
Both predictability and unpredictability are effective;
each is appropriate for different communications
Over promoting is self- vs. audience-serving
Content “sells by way of serving”
1:1 messaging gets personal, and personal stands out in
a crowded inbox
Variety increases utility
14. 1:1 Personal
Interactive
Engagers
Educational & Informational
Content Marketing
Promotional
Foundational
Continuity programs like newsletters, bulletins,
updates, style guides, etc.
Segmentation Message Volume
Low
High
High
Low
Under-utilized growth opportunity
Email Program Blueprint
15. Level 1: Foundational
Purpose
Communication baseline: maintain
channel relationship
Create CONTINUITY
Umbrella messages if higher
volume is a challenge
Foundational programs reinforce
and establish intentional redundancy
with your single-subject messages
16. Level 1: Foundational
Defining Characteristics
Low Segmentation (usually sent to entire list or broad
segments)
Wide content and topical range, but organized
Regular, predictable schedule important!
Weekly or MINIMUM once a month
Issue date, month or other identification included
Content vs. promotion-centric
17. Level 1: Foundational
Types
Monthly Newsletters
Weekly Bulletins
Company & Community News,
Announcements
New Product
or Feature Alerts,
Announcements
Holiday Greetings
19. Level 2: Promotional
Purpose
Directly or indirectly generate
revenue
Raise awareness of merchandise,
products, and services available
Encourage use or trial of free sites,
services, or systems
Expand share of wallet
23. Level 3: Informational
Purpose
Build relationships over time
Progress customers into deeper relationships
by informing, teaching, serving prior to sale
Create KLT (Know, Like, Trust) Factor
Leverage content developed for other places
Create breaks from promotional messaging
Don’t be “the friend who only calls when you
need something”!
24. Level 3: Informational
Defining Characteristics
Usually a series (or “drip”) campaign
May or may not come on a predictable, regular
schedule
Always more in it for receiver vs. sender
Selling by way of serving first
Content-centric
Video is huge – leverage videos if you have them
25. Level 3: Informational
Types
Promote Content for
Lead generation
Lead nurturing
Driving site traffic
Product-related education
New user/system training
“How-to” series
Value-added tools, information
related to product or category
27. Level 4: Engagers
Purpose
Reactivate
Entertain, amuse, involve
Collect feedback and input
Further develop a conditioned pattern of response to
low-commitment actions (like taking a survey) to reduce
resistance to high-commitment actions (like buying)
Pattern-interrupt from promotional AND content-heavy
email
28. Level 4: Engagers
Defining Characteristics
Extremely audience-focused
Often leverage interaction in
complementary channels,
specifically social media
Lower-commitment and faster
response than content
Experience-centric
31. Level 5: 1-to-1 Personal
Purpose
Respond to specific subscriber behavior,
lack of behavior, or personal
characteristics
Stimulate action at the individual level
Reach right person at right time
Recognize key personal milestones
(customer anniversary, birthday,
expire/renew dates, re-order intervals,
etc.)
32. Level 5: 1-to-1 Personal
Defining Characteristics
Personalized (by name or other
data attributes)
Dynamically-customized content
Audience of one
Deployed using automation, AI, or
rules-based marketing
Triggers can be behavior, date,
action or inaction
Low volume, highest response
33. Level 5: 1-to-1 Personal
Types
Welcome, Onboarding
Abandoned Cart/Browse
Anniversary or Birthday
Cross-sell/Up-sell
Next Product Recommendation
Thank You/Bounce-back
Product/Subscription
Replenishment
Expire Notice/Renew
Loyalty/Frequency
Program Status
34. Level 5: 1-to-1 Personal
Types
Welcome, Onboarding
Abandoned Cart/Browse
Anniversary or Birthday
Cross-sell/Up-sell
Next Product Recommendation
Thank You/Bounce-back
Product/Subscription
Replenishment
Expire Notice/Renew
Loyalty/Frequency
Program Status
35. Level 5: 1-to-1 Personal
Types
Welcome, Onboarding
Abandoned Cart/Browse
Anniversary or Birthday
Cross-sell/Up-sell
Next Product Recommendation
Thank You/Bounce-back
Product/Subscription
Replenishment
Expire Notice/Renew
Loyalty/Frequency
Program Status
37. Last Chance . . .
1. Take the 2-question survey
for a chance to win a $100
Amazon Gift Card TODAY
2. All responders receive a
free Email Metrics & ROI
Calculator
3. Survey at
http://bit.ly/dsdallasemail
39. Create a Program Matrix
Map campaigns by level and lifecycle stage
Identify both existing programs, and gaps
Which campaign types should be received by:
Leads/prospects?
New customers/first-time buyers?
Existing customers?
Defecting or inactive customers?
Identify relevant subscriber segments by product, line
of business, B-to-B/B-to-C, etc.
42. • A successful program feels more like a two-way
conversation than a “blast” or broadcastConverse vs. Blast
• Leverage marketing automation to trigger
customized, “sense-and-respond” campaignsIntelligent Automation
• Separate content into smaller chunks; don’t “stuff”
emails, leverage content assets
Strategically Use
Content
• Advance-plan series and sequences including
branching tracks, initiation- and end-pointsBe Intentional
Summary
Yes I want you to walk away with practical action steps you can take for better email. But even more importantly, before you get into “doing”, I want to set you up for correct “thinking”. I’d be remiss if I didn’t try to convey a healthy mindset for understanding what you can do with email, where it works best, and why. I want you to have realistic expectations of what email excels at, and what it doesn’t. Of where it’s highly effective, and where it isn’t. Just as important as knowing the right things to do with email is knowing the right way to think about it and not misuing it.
When individual email marketers say, "I send batch-and-blast, and I'm doing fine," that's ignorance on a par with people who believe old-fashioned direct mail is the only marketing channel that pays off.
Many of us have the same challenges: lack of time, resources and money, as well as management indifference. I know it's hard. I've been on the front lines on the client side, too.
I know it's not easy. But If you can innovate your program incrementally so that you learn something new every day and make one small improvement with each campaign, at least you're trying.
Just the other day I was talking with someone who wanted to know how he could move from Email Marketing 101 to an advance stage. "Do something. Anything," I said. "Then, at least you're one step closer than the guy who's doing nothing."
These five points sum up the way successful email marketers are applying the channel and developing strategy . . .
One of the things I love most about email and hands-down the single greatest factor that has kept me interested in working in this space for almost 15 years is that it’s continually evolving and changing, and we need to evolve with it. In this seminar you’re going to see numerous examples of real-life email marketing campaigns that are starting to take advantage of some of the newer approaches I’ll be discussing. But you know what really struck me while putting this together? Despite having an archive of thousands of email marketing messages from hundreds of senders to comb through, it was really hard to find good examples of the points I’ll be illustrating. Most email I looked at fell into predictable patterns or followed static formulas and designs – rarely changing or evolving even from the same sender over time. Basically it was boring, too matter-of-fact, and looked too much like traditional print advertising. So today, if I can inspire you to move your email in a new direction, to appeal to people’s hearts instead of heads, and to take a few risks, I’ve done my job!
So let’s understand a recent evolution that has taken place in the marketing demand generation model itself. The old marketing model relied on a funnel approach which was mostly one-way from advertiser to audience. Advertisers were more interested in broadcasting a message to a large, like-minded audience. Audiences usually had little mechanism for feedback – other than to buy or not buy. The market determined the effectiveness of advertising messages, which were designed basically to generate demand for products and sell them rather than communicate the value of such products or any transformational outcome from using them.
The new model is quite different. Internet marketing channels like social media sites, blogs, and email make it possible for advertisers and audiences to have two-way conversations. In fact, audiences have shown they are eager to provide vocal and frequent feedback when given the mechanisms to do so. Therefore, the marketers who will succeed in the new world are required to engage in conversations rather than simply broadcast a message to the masses. The goal has shifted from simply selling product (of course, that’s still what needs to happen to stay in business) to developing long-term, loyal customer relationships. Any good direct marketer knows it costs more to generate new customers than keep the ones you already have, so if we continually demonstrate value through information, education, entertainment and by way of serving communities, customers will stick around. The new model has evolved into selling by way of serving rather than selling by way of promoting.
So, as advertising channels increasingly grow both more fragmented and more targeted, we see less consumer time and attention given to any one. However, with channel proliferation each channel becomes part of a holistic whole that frames brand and customer perceptions, so the idea is they need to work together, in concert. You can’t afford disconnects between online and offline marketing, nor between the different components within each context. Furthermore, you can’t afford to make an emotional disconnect from email to email as you step through your program. There should be continuity, connection and a consistent context. But we’ll get to that shortly.
just as the blueprint for a building is drawn up and certain essential parts of the building support specific functions and needs, the blueprint for your email program support be designed for base levels to support advanced.
Pyramid showing 5 types of messages that together make a successful email marketing program (from broadest to narrowest segmentation)
Foundational (broadest segmentation, continuity, general)
Newsletter, bulletin
Promotional
Educational & Informational (Content Marketing) – nurturing tracks
Entertaining & Engaging (games, contests, surveys, user feedback, fun)
Personal (1:1 Triggered)
EEC email live link with animation: http://inboxgroup.msgfocus.com/q/13Z4lyUWwEZJ6V3syPREB/wv
Content can support but is not the lead approach in promo campaigns.