email marketing automation and segmentation
Post on 21-Jan-2018
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Email Marketing AutomationTaking advantage of automation to better segment your
email marketing campaigns.
Email Marketing AutomationTaking advantage of automation to better segment your
email marketing campaigns.
Chris Klosowski
Co-Lead Developer of Easy Digital Downloads
Creator of Post Promoter Pro
💻👓🍺☕📢&
@cklosowskichrisk.io
Sandhills Development, LLC
Restrict Content Pro
Sandhills Development, LLCMeet our little monsters
Over 50% of the Populationwill have access to email by 2020
National Client Email Report 2015 by dbdata http://chrisk.io/i/dbdata-report
QUALITYQUANTITY
Not All Subscribersare Created Equal
Not All Subscribersare Created Equal
Not All Subscribersare Created Equal
Open Rate⬆14.31%
Unique Opens⬆10.64%
Click Thru-Rate⬆100.95%
When Using Segmented Campaigns
Not All Subscribersare Created Equal
When Using Segmented Campaigns
Not All Subscribersare Created Equal
When Using Segmented Campaigns
Not All Subscribersare Created Equal
Bounce Rate⬇4.65%
Abuse Reports⬇3.90%
Unsubscribe⬇9.37%
When Using Segmented Campaigns
MailChimp Effects of List Segmentation on Email Marketing Stats http://chrisk.io/i/mc-research
Time is money
Time is money,especially when you are talking to a
lawyer or buying a commercial
Time is money
Time is money,especially when you are talking to a
lawyer or buying a commercial
Time is money
…or when you’re trying to improve your conversion rates.
Conversion != SaleA user completing a desired task
is a conversion.
Segmenting Users
Segmenting Users• Form Location
• By Page
• Blog Post Category
• Pre-Launch
• Specific Referrer
• Documentation Views
• Customer Lifetime Value
• Expired Subscription
• Products Purchased
• Coupon Code Use
• Purchased During Sale
• Number of Purchases Made
Segmenting Users
Quick! Give Me 4 More Segments.
Quick! Give Me 4 More Segments.Anything, nothing is off limits!
Quick! Give Me 4 More Segments.Anything, nothing is off limits!
Quick! Give Me 4 More Segments.Anything, nothing is off limits!
I want to be able to send _________to users who _________
when ___________
New Affiliate
New Affiliate➥ ➥ Added to
Affiliates Segment
Lifetime Value > $1,500
Lifetime Value > $1,500
➥ ➥Added to VIP
Customers Segment
Subscribed on article about
eCommerce
Subscribed on article about
eCommerce
➥ ➥Added to
eCommerce Segment
Segmentation is Wastedwithout automation
Segmentation is Wastedwithout automation
Start With Your On-boarding
➥Start Campaign About
Optimizing UsageUser Signs Up for Trial Period
http://chrisk.io/i/groove-onboarding
➥
Start Campaign About Optimizing Usage
User Signs Up for Trial Period
Frequent User Logs In 3 Times a Day
http://chrisk.io/i/groove-onboarding
➥
Start Campaign About Optimizing Usage
User Signs Up for Trial Period
Frequent User Logs In 3 Times a Day
➥
Start Campaign About Getting Started or Help
No Activity
http://chrisk.io/i/groove-onboarding
10% Increasein trial-end conversion
➥
Start Campaign About Optimizing Usage
User Signs Up for Trial Period
Frequent User Logs In 3 Times a Day
➥
Start Campaign About Getting Started or Help
No Activity
http://chrisk.io/i/groove-onboarding
Segmentation is Wastedwithout automation
Segmentation is Wastedwithout automation
Enable Abandoned Cart RecoveryYesterday
Segmentation is Wastedwithout automation
Segmentation is Wastedwithout automation
!67.45%
AbandonCarts
!24%
TechnicalIssue
"15%
ConnectivityIssue
Segmentation is Wastedwithout automation
➥
➥ Super Important
Client
➥ Employee
➥ Employee ➥
➥
➥
➥⬇
➥⬇
⬇
➥⬇
⬇ ⬇
➥⬇
⬇ ⬇ ⬇
Segmentation is Wastedwithout automation
Segmentation is Wastedwithout automation
2 out of 3Visitors Abandon
Segmentation is Wastedwithout automation
2 out of 3Visitors Abandon
$2,500+ .25 x $2,500
Segmentation is Wastedwithout automation
2 out of 3Visitors Abandon
$2,500+ .25 x $2,500
$3,125
Segmentation is Wastedwithout automation
2 out of 3Visitors Abandon
$2,500+ .25 x $2,500
$3,125
$625 x 12 = $7,500/year
Chris Klosowski
@cklosowskichrisk.io
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