maillibs: fill-in-the-blank email automation

@Hollygowrightly

@Hollygowrightly

Fill-in-the-BlankEmail Automation

Holly Wright, Phoenix Direct

@Hollygowrightly

@Hollygowrightly

@Hollygowrightly

@Hollygowrightly

@Hollygowrightly

Emailmarketers

Cat owners

📧📧📧📧📧📧📧📧📧

😻😻😻

😻😻 😻😻😻

😻😻

@Hollygowrightly

@Hollygowrightly

THE ROBOTS ARE COMING

FOR OUR JOBS!

@Hollygowrightly

@Hollygowrightly

@Hollygowrightly

@Hollygowrightly

data

@Hollygowrightly

software

@Hollygowrightly

third party apps

@Hollygowrightly

THE ROBOTS ARE COMING

FOR OUR JOBS!We got this!

@Hollygowrightly

strategytargeting

triggers

photography

copygraphicspromotions

subject linescalls-to-action

landing pages

a/b testingtimingpersonalizati

on

@Hollygowrightly

strategytargeting

triggers

photography

copygraphicspromotions

subject linescalls-to-action

landing pages

personalizationa/b testing

timing

@Hollygowrightly

strategytargeting

triggers

photography

copygraphicspromotions

subject linescalls-to-action

landing pages

personalizationa/b testing

timing

@Hollygowrightly

And now...Some email stats!

@Hollygowrightly

automated emails are5x – 30x more valuable than bulk deployments

@Hollygowrightly

6.1% of all emails sent10.2% of all opens15.4% of all clicks45.0% of all email orders44.7% off all email revenue

@Hollygowrightly

25% average open rate44% average open rate

@Hollygowrightly

16% average click rate25% average click rate

@Hollygowrightly

6% average conversion rate27% average conversion rate

@Hollygowrightly

$0.33 average revenue per email$4.00 average revenue per email

@Hollygowrightly

Top ProgramsWelcomeBounce-backAbandoned cart

BirthdayVIP giftRetargeting

@Hollygowrightly

@Hollygowrightly

let’s play!

@Hollygowrightly

When someone ___________ for your email program, it is nice and polite

to send a __________ ____________. To put your new subscriber at ease,

it’s best to include a personal touch, such as their __________ and a

special gift. “________!” they’ll say. “What a great deal!” But

unfortunately, not everyone will immediately ______________. After

___________, go ahead and send a ________ to those folks. If they still

haven’t

______________ after ____________, send a ____________. Those who order

should

be added to your _____________. Those who don’t should be added to

your list for the _______________________. Well done, email marketer!

How to Give a Warm Welcome!signs upTRIGGER

MESSAGE TIME INTERVAL

DYNAMIC TEXT

quick hello

right away

first nam

ePROMO

10% off

QUALIFYING ACTION

place an

orderTIME INTERVAL

48 hours MESSAGE

reminder

QUALIFYING ACTION

placed an

orderTIME INTERVAL

3 more days

MESSAGE

final remind

er main program

OTHER PROGRAM

early engagement

programOTHER PROGRAM

@Hollygowrightly

1. Verbsactions that trigger

messages

@Hollygowrightly

Possible Triggers• Submitting an email signup form or popup• Opening or not opening your first

campaign• Clicking on a specific link or email• Not clicking a specific email or group of

emails• Not opening any emails from you over an

extended period of time• Requesting a lower frequency of emails• Requesting only a specific type of emails

@Hollygowrightly

More Triggers• Placing their first order or any order• Placing an order over a certain amount• Placing an order for a specific item or

category of items• Putting something in their cart without

checking out• Looking at something without putting in in

their cart• Spending a total of $XXX or more on your

site• Making a total of XX purchases in a period of

time• Purchasing once and not again for a period

of time

@Hollygowrightly

Even More Triggers• Downloading a whitepaper, ebook, case study or

video• Signing up for a webinar• Participating or not participating in a webinar• Filling out a form to request a demo• Requesting pricing or more information• Viewing certain pages on your site (pricing,

client list, etc.)• Becoming a customer or client• Registering for a conference

@Hollygowrightly

Still More Triggers• Interacting on social media• Having a birthday• Opting into a sweepstakes• Referring a friend• Requesting help• Resetting their password• Reaching the anniversary of their first

purchase, first event, first download, registration, etc.

@Hollygowrightly

Nounswhat messages to

send

@Hollygowrightly

Messages• Creative – photography, graphics, copy

and CTA’s• Offers and incentives• From name, subject line and preheader

text• Alt text, background colors and bullet-

proof buttons

@Hollygowrightly

Messages• Start with the customer. • What will the subscriber be expecting?• What’s your goal?• Do your tone and copy bridge the gap?

@Hollygowrightly

Proper Nounswho to include

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Adjectiveshow to describe the

recipients

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Adverbs (word ending in -ly)how and when

to send messages

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Pronounsplaceholders for

personalization

@Hollygowrightly

Personalization• Customer’s name• The customer’s spend total or progress

toward a goal• Membership or VIP status• Dynamic product recommendations• Content recommendations• Custom offers and promotions• Recently purchased items for reordering• Items a customer has hearted or liked

@Hollygowrightly

Interjectionspromotions and special

offers

@Hollygowrightly

Promotions• Welcome• Birthday gift• VIP status• Re-engagement• Lapsed buyers• Bounce-back• Post-purchase• New subscriber conversion

• Cart abandonment• Browse abandonment• Product reviews• Product recommendations• Update preferences

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Conjunctionsbranching & joining

programs

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@Hollygowrightly

Branching

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Terminating

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Joining

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Excluding

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a few more thoughts...

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progressive disclosure

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general suppression

list

@Hollygowrightly

Takeaways

@Hollygowrightly

start small

@Hollygowrightly

think about your customers

first.

@Hollygowrightly

be intentional

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test!!!

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QA

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refine

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close the loop

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make it fun

@Hollygowrightly

Holly WrightPhoenix Direct

@hollygowrightlyhwright@phoenixdirect.com

770-667-8833 x125

Thank you!