driving growth through email marketing

@Growthhackasia (Growth Hacking Asia)

Driving Growth Through Email Marketing

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WHY EMAIL MARKETING?

FUNDAMENTALS

Elements of a Compelling Email Subject Line

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”



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



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)



4) Personalise When Possible:- list segmentation and targeting have enormous effects on email marketing

performance metrics


WRITE A COMPELLING EMAIL MESSAGE

5) Establish Relevancy- remind the reader why they are receiving this email

Elements of 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



7) Talk About Benefits, Not Features- explain to your recipients exactly how they can benefit from a new feature


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

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

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

Spam Test Tool: Email Spam Test

http://www.emailspamtest.com/

EMAIL MARKETING PLANNING

STEP 1:BUILD YOUR CONTACT LIST

On-Page Opt-In Form

Pop-Up Opt-In

Pop-Up Opt-In Tool: Popup Domination

Pop-Up Opt-In Tool: Optinmonster

http://optinmonster.com

Opt-in Bar

Opt-in Bar Tool: Hello Bar

https://www.hellobar.com

Slide-Up Form

Slide-Up Form Tool: Unpop

http://getunpop.com

Discount Tabs

Targeting Popups via Personalisation

Shopping Cart Abandonment Popups

Abandonment Popup Tool: SumoMe https://sumome.com

Webinars and Courses

Webinars and Courses Tool: Unbounce

http://unbounce.com

Email My Shopping Cart

Contests

Contests Tool: Gleam.io

https://gleam.io

Twitter Lead Gen Cards

Surveys

Survey Tool: Qualaroo

https://qualaroo.com

Referrals

Facebook Opt-In

Sweepstakes

Sweepstakes Tool: Wooboxhttps://woobox.com/sweepstakes

Content Upgrades

Facebook Ads + Landing Page

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

Step 2: Define Target Audiences

Target Audiences:

1) Website visitors2) Website visitors lookalike audience (1%)3) Facebook fans4) 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:

Step 3: Create Landing Page

Recommended Tool: Lander

Best Practices:

1) Clear value proposition2) Image3) Clear Call to action4) List of Benefits5) Social Proof

FUNNEL: See Ad > Click Link > Go to Landing Page > Enter Your Email > Get the Promised Bonus

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.

http://blog.videofruit.com/tiny-list

http://blog.videofruit.com/tiny-list

http://listgoal.com/

Step 6: Create Campaign

ACTION ITEM #1: SET UP TARGETING

1 Campaign

6 Ad Sets (1 per audience)

1 Ad per Ad Set

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.

STEP 2:SEGMENT YOUR EMAIL LIST

Why Segmentation?

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

Example: Gender

Example: Clarks

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.

EXERCISE #1:Step 1: Pick a company of your choiceStep 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

STEP 3:SET UP AUTOMATED WORKFLOWS

Shape Customer Journey with Triggered Emails

Welcome EmailGoal = Educate recipient about how to use the product and upgrade them from free to paying

user

Getting Started EmailGoal = Educate recipient about how to use the product and upgrade them from free to paying

user

Status Email

Status EmailGoal = Educate recipient about how to use the product and upgrade them from free to paying

user

Re-Engagement Email

Re-Engagement EmailGoal = Educate recipient about how to use the product and upgrade them from free to paying

user

Welcome Workflow Example

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.


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


Welcome & Assistance Email


Products Email


Product Booster Email


Coupon Offer Email

EXERCISE #2:Step 1: Use the same company as in Exercise #1Step 2: Choose a goal (e.g. upsell customers, welcome workflow, upgrade customers, educate customers, etc.)

Step 3: Develop a 3-email workflow

STEP 4:SET UP BEHAVIOURAL TRIGGER EMAILS

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)

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


Category Email

Email Layout:● Product image ● "Thank you" message ● "Shop now" button● Options to shop


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%


Shopping Cart Abandonment Email

Email Layout:● Product image ● "Thank you" message ● "Shop now" button● Options to shop

Email Layout:● Headline + relevant image● Call-to-action ● Products


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.



Checkout Abandonment Email

Email Layout:● Headline + relevant image● Call-to-action● Products


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.


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

http://unbounce.com/email-marketing/4-ways-to-turn-boring-transactional-emails-into-cash/

http://www.experian.com/assets/marketing-services/reports/transactional-email-report.pdf

http://www.experian.com/assets/marketing-services/reports/transactional-email-report.pdf

http://sixteenventures.com/free-trial-optimization

Behavioural Emails: ExamplesLifecycle Emails

Milestone Email Browsing History Email

Behavioural Emails: ExamplesTransactional Emails

Report Email Notification Email

Behavioural Emails: ExamplesUpselling Emails

Behavioural Emails: ExamplesRe-Engagement Emails

Initial Inactivity Partial Inactivity

Behavioural Emails: ExamplesRe-Engagement Emails

Complete Inactivity

Trigger Toolhttp://www.activecampaign.com

Trigger Toolhttp://www.getvero.com

EXERCISE #3:Step 1: Use the same company as in Exercise #1 & 2Step 2: Choose a goal (e.g. increase purchase completions, increase sign-up completions, etc.)

Step 3: Develop 2 trigger emails

Timing

Frequency

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.

EMAIL MARKETING GROWTH HACK

Email Strategy Development (SaaS)

Email Strategy Development - “Warm up” Leads

Facebook Custom Audience


Twitter List Audience


http://liveramp.com/

OPTIMISATION:MAXIMISE OPEN AND CLICK RATES

Key Metrics

METRICS

Delivery Rate

Open

Clicks

Bounce

Unsubscribe

Spam

GENERIC BENCHMARKS

90 - 98%

7 - 30%

0.2 - 3.2%

0.5 - 2.2%

0.45 - 0.13%

0.027%

What to Optimise

● Subject Lines

● Sender Name

● Personalisation / Salutation

● Body Copy

● Image

● Call-to-Action

● Mobile Optimisation

What to Optimise

Subject Lines

Subject Line Subject Line%OpenRate

%ClickRate

% 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%

What to Optimise

Subject Lines

What to Optimise

Sender Name

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,.

What to Optimise

Personalisation / Salutation

What to Optimise

Body CopyVersion 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

What to Optimise

Body Copy

Tool: Hemingway Editor

http://www.hemingwayapp.com

What to Optimise

ImagesAfter 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

What to Optimise

Call-to-Action

The second (30-day Free Trial) CTA increased signups by 110%.

Mailchimp A/B Testing

http://mailchimp.com

EXERCISE #4:Step 1: Use the same company as in Exercise #1 -3Step 2: Choose an email element to A/B testStep 3: Create content A & B

driving growth through email marketing

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