Unleashing The Power of your Email Program - The Mistakes You Don't Realize You're Making
•Download as PPTX, PDF•
0 likes•644 views
Email marketing automation has the potential to drive additional revenue, reclaim carts or drive more visitors to your website, but so many businesses are getting it all wrong. In my experience, there are four primary areas most businesses can improve their email process and see results right away. They just don’t know where to look.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Unleashing The Power of your Email Program - The Mistakes You Don't Realize You're Making
Similar to Unleashing The Power of your Email Program - The Mistakes You Don't Realize You're Making (20)
More from Yosef Silver
More from Yosef Silver (6)
Recently uploaded
Recently uploaded (20)
Unleashing The Power of your Email Program - The Mistakes You Don't Realize You're Making
- 1. UNLEASHING THE POWER OF YOUR EMAIL PROGRAM - THE MISTAKES YOU DON'T REALIZE YOU'RE MAKING YOSEF SILVER @ysilver
- 2. @ysilver Don’t forget your questions!
- 4. NOT SPENDING TIME WITH THE DATA
- 5. Do you know your know your average open rate? Click through rate? Revenue per email?
- 6. What about your target CPA for new email subscribers?
- 9. WHICH DATA? LIST DATA List Size Delivery Rate Open Rate Click Rate Conversion Rate Avg. Orders Avg. Revenue Avg. Order Value
- 10. KNOW YOUR DATA
- 11. KNOW YOUR DATA LIST DATA List Size 25,000 Delivery Rate 97.00% Open Rate 20.00% Click Rate 18.00% Conversion Rate 6.00% Avg. Orders 52 Avg. Revenue $14,182.00 Avg. Order Value $250
- 12. KNOW YOUR DATA LIST DATA ESTIMATES List Size 25,000 25,000 Delivery Rate 97.00% 24,250 delivered Open Rate 20.00% 4850 opened Click Rate 18.00% 873 clicked Conversion Rate 6.00% 52 convert to sale Avg. Orders 52 Avg. Revenue $14,182.00 Avg. Order Value $250
- 13. KNOW YOUR DATA LIST DATA ESTIMATES List Size 25,000 25,000 Delivery Rate 97.00% 24,250 delivered Open Rate 20.00% 4850 opened Click Rate 18.00% 873 clicked Conversion Rate 6.00% 52 convert to sale Avg. Orders 52 Avg. Revenue $14,182.00 Avg. Order Value $250 Projected Sales $13,095.00
- 14. KNOW YOUR STATS LIST DATA ESTIMATES List Size 25,000 25,000 Delivery Rate 97.00% 24,250 delivered Open Rate 22.50% 5456 opened Click Rate 18.00% 982 clicked Conversion Rate 6.00% 59 convert to sale Avg. Orders 52 Avg. Revenue $14,182.00 Avg. Order Value $250 Projected Sales $14,731.88
- 15. TEST THE THINGS YOU CAN MEASURE
- 16. NO AUTOMATION, OR BAD AUTOMATION
- 19. ABANDONED CART Why didn’t they finish checking out?1 SAME DAY – NO INCENTIVE
- 21. People are forgetful. Do not offer an incentive on your first abandoned-cart email
- 22. SAMPLE TEXT Hi, We know how this goes. You’re busy shopping and then the baby cries or the oven beeps. It’s always rush-rush-rush, especially with kids around. Which is why we’ve saved your cart for you. Just click here to continue checking out and you’ll have your order before you know it. BUTTON: COMPLETE CHECKOUT NOW If you have any questions about your order or would like any help at all, just reply to this email and we’ll get right back to you. Best, - Your Brand Name
- 23. SAMPLE TEXT Hi, We know how this goes. You’re busy shopping and then the baby cries or the oven beeps. It’s always rush-rush-rush, especially with kids around. Which is why we’ve saved your cart for you. Just click here to continue checking out and you’ll have your order before you know it. BUTTON: COMPLETE CHECKOUT NOW If you have any questions about your order or would like any help at all, just reply to this email and we’ll get right back to you. Best, - Your Brand Name
- 24. SAMPLE TEXT Hi, We know how this goes. You’re busy shopping and then the baby cries or the oven beeps. It’s always rush-rush-rush, especially with kids around. Which is why we’ve saved your cart for you. Just click here to continue checking out and you’ll have your order before you know it. BUTTON: COMPLETE CHECKOUT NOW If you have any questions about your order or would like any help at all, just reply to this email and we’ll get right back to you. Best, - Your Brand Name
- 25. SAMPLE TEXT Hi, We know how this goes. You’re busy shopping and then the baby cries or the oven beeps. It’s always rush-rush-rush, especially with kids around. Which is why we’ve saved your cart for you. Just click here to continue checking out and you’ll have your order before you know it. BUTTON: COMPLETE CHECKOUT NOW If you have any questions about your order or would like any help at all, just reply to this email and we’ll get right back to you. Best, - Your Brand Name
- 26. SAMPLE TEXT Hi, We know how this goes. You’re busy shopping and then the baby cries or the oven beeps. It’s always rush-rush-rush, especially with kids around. Which is why we’ve saved your cart for you. Just click here to continue checking out and you’ll have your order before you know it. BUTTON: COMPLETE CHECKOUT NOW If you have any questions about your order or would like any help at all just reply to this email and we’ll get right back to you. Best, - Your Brand Name
- 27. Effective abandoned cart emails are all about the customer. Make it easy.
- 28. DON’T RUSH TO GIVE A DISCOUNT Message Sent Delivery Rate Opens Open Rate Click Rate Conversion Rate Revenue Message 1 2,993 98.50% 1,834 62.20% 28.50% 25.10% $33,056.56 Message 2 1,858 99.70% 926 50.00% 35.00% 33.30% $28,782.50 $61,839.06
- 29. Some customers will abandon their carts in anticipation of a coupon
- 30. LAPSED PURCHASE More orders = more revenue1 REDUCE AVERAGE TIME BETWEEN ORDERS
- 32. DAYS DAYS
- 33. How much more money would you make if every customer placed two more orders a year?
- 34. LAPSED PURCHASE More orders = more revenue1 REDUCE AVERAGE TIME BETWEEN ORDERS It’s cheaper to sell new products to existing customers than trying to acquire new customers. 2 INTRODUCE NEW PRODUCTS OR SEASONS
- 35. WELCOME SERIES Thank your customers for signing up and share information that they will find useful 1 BUILD TRUST How can you gather data that will aid segmentation or automation? 2 GET TO KNOW THEM They just opted-in. They might be ready to buy! 3 INCENTIVIZE
- 36. MISSING OPPORTUNITES TO GROW YOUR LIST
- 37. GROW YOUR LIST Target a lookalike audience that matches your highest converting customers. SOCIAL MEDIA Leverage your 404 page, contact forms and checkout for sign-ups. ON-SITE Create partnerships and leverage your in-order material. OFF-SITE OPPORTUNITES
- 38. SOCIAL MEDIA Create a lookalike audience that mirrors you best-converting customers 1 USE YOUR LIST Make sure the incentive + ad cost is lower than your target CPTA 2 INCENTIVE Follow best practices3 AD COPY
- 39. Avoid words like “subscribe” or “join” that sounds like a commitment.
- 40. ON-SITE Make your 404 page work for you.1 404 PAGE
- 41. CUSTOM 404 Direct line to customer happiness team.1 VALUE TO THE CUSTOMER Do your customers want a product you don’t sell? Collect this data. 2 VALUE TO THE BUSINESS Add a checkbox to so there’s the opportunity to sign up for emails when they email you. 3 OPT IN TO EMAILS
- 42. Average of 95 new email signups per month
- 43. ON-SITE Make your 404 page work for you.1 404 PAGE Use this as an opt-in opportunity.2 CONTACT FORMS Opt-in during the check-out process.3 CHECKOUT
- 44. Opt ins at checkout and contact forms are more likely to convert as they do not interrupt the user experience
- 45. OFF-SITE Two brands are better than one, create a team. 1 PARTNERSHIPS
- 46. PARTNERSHIPS Partner with brands to co-promote products and services. Partner with niche bloggers and nurture these relationships.
- 47. Double your marketing dollars when you split the bill
- 48. PARTNERSHIPS Partnering with synergy brands to cross-promote to each other’s audience. If you are lucky enough to own multiple brands, is there a way to maximize synergy there?
- 49. PAID PROMO If you don’t know your stats, you can’t think about paid promotions 1 KNOW YOUR STATS
- 50. Now it’s time to know your target CPA
- 51. PROMOTIONS: KNOW YOUR STATS LIST DATA ESTIMATES List Size 25,000 25,000 Delivery Rate 97.00% 24,250 delivered Open Rate 20.00% 4850 opened Click Rate 18.00% 873 clicked Conversion Rate 6.00% 52 convert to sale Avg. Orders 52 Avg. Revenue $14,182.00 Avg. Order Value $250 Projected Sales $13,095.00
- 52. YOUR LIST DATA CAMPAIGN ESTIMATES Fee List Size 25,000 Delivery Rate 97.00% delivered Open Rate 20.00% opened Click Rate 18.00% clicked Conversion Rate 6.00% convert to sale Avg. Orders 52 Avg. Revenue $14,182.00 Avg. Order Value $250 Projected Sales CPA PROMOTIONS: GET THEIR STATS
- 53. YOUR LIST DATA CAMPAIGN ESTIMATES Fee $1,500.00 List Size 25,000 30,000 Delivery Rate 97.00% 95.00% delivered Open Rate 20.00% 22.50% opened Click Rate 18.00% 19.00% clicked Conversion Rate 6.00% 8.00% convert to sale Avg. Orders 52 Avg. Revenue $14,182.00 Avg. Order Value $250 Projected Sales $24,367.50 $ CPA PROMOTIONS: PREDICT RESULTS
- 54. YOUR LIST DATA CAMPAIGN ESTIMATES Fee $1,500.00 List Size 25,000 30,000 30,000 Delivery Rate 97.00% 95.00% 28,500 delivered Open Rate 20.00% 22.50% 6413 opened Click Rate 18.00% 19.00% 1218 clicked Conversion Rate 6.00% 8.00% 97 convert to sale Avg. Orders 52 Avg. Revenue $14,182.00 Avg. Order Value $250 Projected Sales $24,367.50 $15.39 CPA PROMOTIONS: PREDICT RESULTS
- 55. PROMOTIONS If you don’t know your stats, you can’t think about paid promotions 1 KNOW YOUR STATS 2 Instead of making a sale, grow your list with an incentive OPT-IN CAMPAIGN
- 56. OFF-SITE Two brands are better than one, create a team. 1 PARTNERSHIPS Niche third-party websites and blogs.2 PROMOTIONS In order material. Put something in that box! 3 PAPER
- 57. POOR PLANNING
- 58. PLANNING Have at least four weeks of email concepts lined up. 1 EDITORIAL CALENDAR https://offers.hubspot.com/editorial-calendar-templates
- 59. PLANNING Have at least four weeks of email concepts lined up. 1 EDITORIAL CALENDAR Flash sales, content promotion, best sellers, holiday favorites. 2 IDENTIFY THEMES
- 62. PLANNING Have at least four weeks of email concepts lined up. 1 EDITORIAL CALENDAR Flash sales, content promotion, best sellers, holiday favorites. 2 IDENTIFY THEMES Does the warehouse need to make space for a new shipment? 3 INTERNAL COMMUNICATION
- 63. PLANNING Have at least four weeks of email concepts lined up. 1 EDITORIAL CALENDAR Flash sales, content promotion, best sellers, holiday favorites. 2 IDENTIFY THEMES Does the warehouse need to make space for a new shipment? 3 INTERNAL COMMUNICATION Design your lead images ahead of time.4 DESIGN IN TIME
- 64. PLANNING Have at least four weeks of email concepts lined up. 1 EDITORIAL CALENDAR Flash sales, content promotion, best sellers, holiday favorites. 2 IDENTIFY THEMES Does the warehouse need to make space for a new shipment? 3 INTERNAL COMMUNICATION Design your lead images ahead of time.4 DESIGN IN TIME Have an alternative campaign ready, especially if email is driving revenue. 5 BACKUP PLAN
Editor's Notes
- - Intro - Email as a cost effective platform - Dive into these opportunities today
- - Will reply to all questions
- - These are the four areas I see the most opportunity for most brands to improve. - Data, Automation, List Growth and Planning.
- - What is the right data to be looking at and how to use this to your advantage?
- - Who in the room knows their average open rate? - Click rate? - Revenue per email? - Hand how about...
- - Know these numbers as well as you know your own phone number.
- - When you know this data, you can know you're investing your marketing dollars in the right space. - This brand: Email was the best converting channel after referral traffic. Most valuable traffic I was able to control. - Limited resources = maximize ROI and I saw an opportunity do this through email. Less social, less SEO, more email. - Results: Increase conversions, transactions and half a million in revenue
- So which data points do I think are important? - First six you can get from your email service provider - Last two might require a little more digging, based on platform you're using or business model.
- Track and measure averages. Know which segments perform and how you can increase data points that matter.
- Use these averages to populate you're own email calculator in a Google Sheet or Excel
- Start to predict the performance of your email campaigns. And when you know your average order value, the average revenue per order, you know things like this.
- You can predict that an email to 25,000 can generate $13k in sales. And with time, you can analyze where your emails need to improve.
- You can play with this data and see what will happen if you increase your open rate by 2%. <click> And not just what will happen, but how much money that campaign might make. Making money through email is good and well, but the real opportunity to do that is through automation.
- Lots of things to automate, but when you get this wrong, it makes your brand look bad.
- These people *almost* checked out. Send them an email, the same day, to tell them you did them a solid. You saved their cart for them. No discount needed. Why didn't they check out? Google has almost 400k reasons.
- Cost of shipping, requiring sign up, fulfillment delays. All of these are valid, and all of these are things you can control. Here's one thing you can not control.
- Sometimes people just forget. So this is why you don't need to offer them a discount right away. Be helpful.
- This sample text works. Works for clothing brands, consumer good brands, even service industries where the conversion isn't a sale, but booking an appointment. And don't worry, we're going to walk through this together.
- Make it easy for the audience to relate to the email. Kid brand = "the baby cries" Food brand = "the oven beeps" Service industry = "the phone rings"
- We did something FOR YOU. You don't even need to shop again, it's just waiting for you.
- Large CTA button. These work. Use a color that is more likely to encourage a click. With time, A/B test the color of that button.
- And we're here to help. It's easy! Just hit reply. But before you do this, test it and make sure it works. Make sure the reply will go to the right person or departments. Never use a "norepy@yourbrand.com" address.
- Effective abandoned cart emails are all about the customer. Make it easy for them to check out. And when you do, I promise it will work.
- Here's why I don't advocate for a coupon. Message 1 when to almost 3,000 people. Open rate, conv rate, $33k of revenue left on the table. Message 2 went to people who didn't convert after the first. This had a coupon. Even with the higher conversion rate, message 1 made more. TOTAL was over $60k in revenue.
- Lapsed purchased emails encourage existing customers to purchase again. One great way to use this this is to reduce the average time between orders. More orders = more revenue.
- In order for this to really work, we go back to needing to know your data. What is the average amount of time that passes before your customers re-order. Let's say it's 60 days?
- Can we use a lapsed purchase email to reduce this to every 45 days? If we do this, that's two more orders per customer per year.
- Second way to use this is to promote a new product or a seasonal item. It's cheaper to sell more products to existing customers than trying to acquire new customers. This will very much depend on your biz model, product offering and customer base.
- Set up a drip of emails to build trust, gather data and incentivize a sale. Build trust, send a valuable email thanking the customer for signing up and honor any commitments made in the email incentive. Get to know your customers by looking at or collecting data points. How can you segment them? Can you find out their birthday to send a promotion later in the year? Incentivize the a sale in a later email.
- Next: Growing your email list. Make sure your list has opted in to get emails from you, and never, buy a list. Let's look at three routes:
- Social ads are very sophisticated, and if your email list is large enough, you can create a lookalike audience and serve ads to these people. This is a place to use an incentive. Make sure your incentive is lower than the CPA for a new customer and factors in any ad spend or additional costs. Ad copy best practice. What works for your PPC campaigns? Your Title Tags for SEO?
- Rather than using words that can sound like a commitment, offer social proof like "3,000 people like you enjoy hearing about new puppies available for adoption" "$15 off your next purchase if you join our community in the next 25 minutes"
- Some of my most exciting, and perhaps unexpected methods for email signups on your site. No, we're not talking about pop ups. 404 page... make it work for you. The 404 page is what someone sees if the page they are visiting is broken or the URL no longer works.
- Adding a search bar is great, but adding a contact form is excellent in the ecommerce world. When you do this, your 404 page offers value in three new ways. - Value to the customer - Value to the business - Value to your email list. Not proud of the next stat -- but...
- If your website does have a high number of 404 pages due to the CMS, or platform being used, a bad site migration, or lack of development resources, make the 404 page work to your advantage.
- The last two concepts are somewhat entwined. Contact forms and check out should offer the ability to opt in to email messages. Every contact method you have could be an email signup opportunity.
- Partner with other brands. Friendly brands. Brands who have a similar customer base.
- If you sell high-end wine, partner with other food brands. Perhaps an organic meat company, CSA or local restaurant.
- Promotions to join both email lists (make sure customers are aware) Outreach to bloggers to promote a product from both companies – split the bill.
- These are examples of promotions I ran with a partner brand. Split the bill Doubled the reach by sharing to both our social audiences
- Theme: Know your stats. If you don’t know what price you need to hit, don’t run a paid promotion. Never ever buy an email list and add them to your blast. It’s more effective to go in the back yard and burn money. And probably more fun too. Promote your content or brand on someone else's list, if it’s relevant.
- Seriously…Know your target cost per acquisition, otherwise go back to that money-burning-party you just started.
- Remember this table? We’re going to turn this into an email calculator to help you determine if you should even run that paid promotion. By knowing your data, you can make some basic assumptions for a similar audience.
- Make sure the partner you’re working with can give you this data. If they can’t, I would hesitate strongly about working with them. You need data, not promises.
- Get this data, fill in the sheet, and have it populate some predictions for you. It will look something like this (next)
- That number in the bottom right is the magic number. If this is below YOUR target cost per acquisition for a new customer, then go for it. Now if you’re wondering how to create this sheet on your own, don’t worry. I have a gift for you.
- When running a promotion to another list, I like to create an opt in opportunity. Now, don’t go and email a brands customers and say “hey, join our list”. But run a giveaway. Offer a download. Offer an ebook or free consultation. Something of value. And they don’t get that valuable item without sharing their email address. CLICK In this example, people had the chance to win $100 – and make sure you terms clearly state they are opting to getting more emails.
- Finally. This is so easy to do, and so few people do it. Put something in the box. A postcard that thanks them for their order, a “text to join” number so they can sign up using their cellphone. You can even incentive this by offering them a discount on their next order. They’ve already purchased and if they like what they ordered, encourage them to join your list.
- Email planning is key… especially if email is driving most of your revenue.
- First, have some sort of editorial calendar Keep it up to date and plan four to six weeks out. This doesn’t mean you shouldn’t be flexible and respond to timely promotions or opportunities, but *most of the time* having a routine and structure is more valuable than winging it.
- Have themes up your sleeve… you want to be original and creative, but that doesn’t mean you can’t be thematic.
- First, have some sort of editorial calendar Keep it up to date and plan four to six weeks out. This doesn’t mean you shouldn’t be flexible and respond to timely promotions or opportunities, but *most of the time* having a routine and structure is more valuable than winging it.
- Some ideas are “best picks” or “monthly best sellers”. Having four to six “themes” you use helps to give a framework that allows you to be creative. For the best themes, go back to your data and see which emails had the highest conversion rate. Featured brand every six weeks New inventory Seasonality Warehouse clearance
- Talk to people… do the sales team need more leads? Does the warehouse need to make room for inventory? Did the CEO launch a new product? You can not be an effective email marketer if you’re operating in a silo. Talk to the customer service team and find out what questions they are answering most often. Are there solutions your customers are always looking for?
- Design in time. If you know the themes you’re going to be running, you can design lead images in batches ahead of time. You need to be organized (Asana is my go-to for all project management these days) Don’t be afraid to batch-process your email design and creation.
- Always have a backup. If email is driving a significant portion of your leads or revenue, always have a ”plan B” email ready to go. Or something you can throw together quickly without getting approval. Perhaps inventory changed, or you need to ship from a differently location… have your backup email be simple.
- Key takeways? Email can drive a lot of money if you’re doing it right. I could talk about email marketing for days at time, but if you have just four things to take away from today, it should be this.
- Know your data as well as you know your phone number. If you’re selling products, automation helps recover money left on the table. Your 404 page can increase email signups. Always have a backup email.
- - Will reply to all questions