Download - MailLibs: Fill-in-the-Blank Email Automation
@Hollygowrightly
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Fill-in-the-BlankEmail Automation
Holly Wright, Phoenix Direct
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Emailmarketers
Cat owners
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@Hollygowrightly
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THE ROBOTS ARE COMING
FOR OUR JOBS!
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data
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software
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third party apps
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THE ROBOTS ARE COMING
FOR OUR JOBS!We got this!
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strategytargeting
triggers
photography
copygraphicspromotions
subject linescalls-to-action
landing pages
a/b testingtimingpersonalizati
on
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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!
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automated emails are5x â 30x more valuable than bulk deployments
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6.1% of all emails sent10.2% of all opens15.4% of all clicks45.0% of all email orders44.7% off all email revenue
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25% average open rate44% average open rate
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16% average click rate25% average click rate
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6% average conversion rate27% average conversion rate
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$0.33 average revenue per email$4.00 average revenue per email
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Top ProgramsWelcomeBounce-backAbandoned cart
BirthdayVIP giftRetargeting
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letâs play!
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When someone ___________ for your email program, it is nice and polite
to send a __________ ____________. To put your new subscriber at ease,
itâs best to include a personal touch, such as their __________ and a
special gift. â________!â theyâll say. âWhat a great deal!â But
unfortunately, not everyone will immediately ______________. After
___________, go ahead and send a ________ to those folks. If they still
havenât
______________ after ____________, send a ____________. Those who order
should
be added to your _____________. Those who donât 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
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1. Verbsactions that trigger
messages
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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
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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
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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
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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.
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Nounswhat messages to
send
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Messages⢠Creative â photography, graphics, copy
and CTAâs⢠Offers and incentives⢠From name, subject line and preheader
text⢠Alt text, background colors and bullet-
proof buttons
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Messages⢠Start with the customer. ⢠What will the subscriber be expecting?⢠Whatâs your goal?⢠Do your tone and copy bridge the gap?
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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
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Personalization⢠Customerâs name⢠The customerâs 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
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Interjectionspromotions and special
offers
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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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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
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Takeaways
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start small
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think about your customers
first.
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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