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Email 4 Startups: Marketing Hell Week at 500 Startups Susan Su

With 4 billion accounts worldwide, email is STILL the highest ROI channel there is. This deck outlines psychological triggers and email "MUST DOs" for startups.

Topics: email acquisition, marketing, lead gen, lead nurturing, email conversion, open rate optimization, for startups.

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Email 4 Startups: Marketing Hell Week at 500 Startups Susan Su

  1. 1. SUSAN SU
  2. 2. EMAIL = Email is the highest ROI channel there is ● no display algorithms to ‘game’ ● highly trackable -- even 1:1 emails ● 4 billlllllion accounts worldwide ● 25% of these are BUSINESS accounts
  3. 3. REALITY CHECK
  4. 4. Email WHAT IS EMAIL MARKETING? BLAST! Good email marketing: ● extends beyond any single standalone blast ● campaigns that show u know WHO ur subscribers really are, and WHERE they are in their user lifecycle
  5. 5. Rome wasn’t built in a single email. EMAIL CAMPAIGNS CAMPAIGNS Welcome Onboarding / Activation Engagement Reactivation Transactional
  6. 6. Welcome — Confirm signup, set the email expectations Onboarding campaign — multi-installment series that gets subscribers to your activation threshold Engagement campaign — emails that get subs to your next activation threshold — from 1st time to repeat users Reactivation — incentivized wake-up for dormant users Retention — event-based triggers aimed at retain users about to drop off Conversion — “the hard sell” Referral — acquisition Transactional — password, receipt, account details (opportunity to convince & convert) EMAIL CAMPAIGNS
  7. 7. EMAIL IS A FUNNEL. Very few people buy at the top of the funnel.
  8. 8. BE PERSISTENT
  9. 9. THIS ONE WORKED
  10. 10. 1. ABC: Always Be Collecting ● Persistent across site ● As a call to action on any content marketing ● Popups work ● On EVERY staff’s profiles and email signatures ● Paid acquisition campaigns -- promote an offer ● Offline works too ● LinkedIn trick
  11. 11. 1. ABC: Always Be Collecting ● Persistent across ur site ● Popups works ● On EVERY staff’s profiles and signatures ● Paid acquisition campaigns ● Offline works too GOLDEN RULES OF CONTENT MARKETING
  12. 12. 2. Subject lines MATTER. But they don’t just impact open rates. They impact a subscriber’s perception of your ENTIRE email. Subject line testing isn’t just about boosting open rates, but boosting total conversions. IT’S A FUNNEL -- First 10-15 characters MOST important: use action words.
  13. 13. RECIPROCITY How to get 25K visitors/month -- new ebook, no charge
  14. 14. COMMITMENT & CONSISTENCY
  15. 15. SOCIAL PROOF
  16. 16. LIKING Praise, association, familiarity, similarity
  17. 17. AUTHORITY Get YOUR MBA in Internet Marketing... Warren Buffet on Goals... ...Career Advice from Barack Obama
  18. 18. SCARCITY 24 hours left… Last chance...
  19. 19. FEARS & ASPIRATIONS 7 Biggest Time Wasters for Social Media Marketers -- Is This YOU? vs. 7 Ways to Save More Time and Be a Superstar Social Media Marketer
  20. 20. SNOOZE
  21. 21. 3. Target and segment Don’t be random. Some targeting you can do: ● demo ● based on previous behavior (open, click, buy) ● based on events outside of email (ie, where did they come from)
  22. 22. 4. Measure what matters ● OPENS. Standard open rate is below 30%. ● CLICKS ● CONVERSIONS ● SUBSCRIBES ● UNSUBSCRIBES ● REPLIES
  23. 23. 5. MUST. TEST. 1. Subject line: copy, length, emotion 2. CTA: language, size, color, commitment level 3. Content layout 4. Content length 5. Show prices vs. not 6. Simple vs complex 7. More vs fewer choices 8. Send time / day 9. Personalization 10. “From” name PS -- Intuition still matters.
  24. 24. 6. CONTENT MATTERS ● subject line ● preview text ● IMAGES ● body ● always have a CTA → one email, one CTA ● include link reminding people who you are & what you do
  25. 25. 7. Mobile FIRST Over 65% of email gets opened on mobile FIRST. ● ALWAYS TEST mobile ● Responsive layout ● Content brevity (short <p>) ● Subject, preview & sender are mobile- optimized ● High open rate but low click rate…?
  26. 26. @susanfsu susan@500.co

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With 4 billion accounts worldwide, email is STILL the highest ROI channel there is. This deck outlines psychological triggers and email "MUST DOs" for startups. Topics: email acquisition, marketing, lead gen, lead nurturing, email conversion, open rate optimization, for startups.

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