Customer-Centric Email Marketing

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Sending email campaigns to reach lapsed customers, engage new users, or simply to communicate what's new and valuable about your service? This fast-paced workshop covered the key elements that go into compelling, customer-centric campaigns—as well as how to measure your email program's success.

Text of Customer-Centric Email Marketing

  • CUSTOMER-CENTRIC EMAIL MARKETING By Justine, Ros and Colin #v2vemail
  • ROSCAMPAIGN MONITOR COLINCUSTOMER.IO JUSTINELITMUS I DO: "Guide to CSS Support in Email Clients" and other great email design resources I DO: Organize the Email Design Conference; manage our content and community. I DO: Copywriting education, deciding what our product should do, helping customers send better emails. @yarrcat @campaignmonitor @meladorri @litmusapp @alphacolin @customerio Slides, feedback and resources: http://litmus.com/lp/v2vemail
  • Why Should My Startup Have An Email Strategy?
  • Why Should My Startup Have an Email Strategy? Inexpensive Great ROI Increase engagement Build relationships People prefer to receive email
  • EVERY EMAIL NEEDS A PURPOSE SPECIAL DELIVERY!
  • WHO are you sending to? WHAT are you trying to communicate? WHEN is it appropriate to send the message? WHERE will the recipient read it? WHY are you sending this message? HOW does the recipient take action? The Five W's
  • How do I not look like a spammer? Permission is... Opt-in Not implied Not purchased Not forever
  • How do I not look like a spammer? CAN-SPAM requires A Physical Mailing Address An Unsubscribe Mechanism No Account Login That Unsubscribes are Fulfilled in 10 days
  • "you recently created a Litmus account" "you recently downloaded our templates" "you recently ran a test" Permission Reminders
  • How do I not look like a spammer? Emails are not weapons of mass destruction
  • What are the Most Important Emails a Startup Should Be Sending Now?
  • Transactional Onboarding Emails Product Updates Newsletter What are the Most Important Emails a Startup Should Be Sending Now?
  • Transactional
  • Cart/Signup Abandonment
  • Welcome Emails
  • Welcome Emails
  • Onboarding Series to Influence User Behavior
  • Dont stop after people pay! Email to: Prevent Churn! Help People Become Experts Tell your team to do things
  • Newsletter "Gday. Im back in the hood. ! I was away for 2 solid weeks in the mega citiesthats the longest stint Ive been separated from my musesbeing waves and surfing. ! Oh manI love traveling but home is pretty darn good." - Aquabumps
  • Newsletter "Phew! I've been waiting for you to sign up, Ros! It's great to have you along. Let me know what you think, OK?" - Balthazar
  • NEWSLETTERS HAVE INTIMACY
  • 74% People who say that email is their preferred channel
  • so why send boring email campaigns?
  • What Are The Key Elements in High Performing Campaigns?
  • What are the Key Elements in High Performing Campaigns? Table-based HTML Good subscriber experience Strong subject line Clear CTAs Relevant messages
  • Table-based HTML + Inline CSS check out Ros killer guide: campaignmonitor.com/css
  • From name Subject line Preheader Inbox 25% from name 25% subject line 50% preheader text
  • From name Subject line Preheader Open Tap/click Inbox Email body 25% from name 25% subject line 50% preheader text
  • From name Subject line Preheader Open Tap/click Inbox Email body 25% from name 25% subject line 50% preheader text Page/site Page/site
  • Hey
  • Hey = $2.6million
  • A GOOD CALL TO ACTION CAN MAKE OR BREAK A CAMPAIGN
  • CALL TO ACTION Free Trial See plans and pricing
  • CALL TO ACTION Free Trial See plans and pricing 200% increase in signups
  • CALL TO ACTION Start testing Read our overview
  • CALL TO ACTION Start testing Read our overview 2x clicks
  • Test a hypothesis Content vs product High vs low commitment
  • Single CTA Emails FTW 21% of opens clicked 40% of opens clicked
  • +30% clicks VS
  • Relevancy: Personalization/Geolocation Boston: 1,200 subscribers London: 2,500 subscribers San Fran: 1,100 subscribers General: 46,000 subscribers !
  • Relevancy: Targeting using multiple data sources
  • Which Email Tools Should Every Startup Be Using?
  • Transactional services Newsletter services Testing Which Email Tools Should Every Startup Be Using?
  • NEWSLETTER TESTINGTRANSACTIONAL
  • How Do I Measure The Success of My Email Campaigns?
  • Go Beyond The Click Conversions, Buzz, Enquiries How Do I Measure The Success of my Email Campaigns?
  • Conversions
  • Those spikes? Thanks, email. Pageviews Twitter mentions
  • Thinking beyond clicks, opens, conversions Twitter mentions Unsolicited comments Endorsements Web visits Blog comments Anecdotal evidence Interest from mainstream journalists
  • It's time to optimize!
  • Takeaways: Why should my startup have an email strategy? Inexpensive Great ROI Increase engagement Build relationships People prefer to receive email
  • Takeaways: What are the most important emails a startup should be sending now? Transactional Onboarding Emails Product Updates Newsletter
  • Takeaways: What are the key elements in high-performing email campaigns? Table-based HTML Good subscriber experience Strong subject line Clear CTAs Relevant messages
  • Takeaways: Which email tools should every startup be using? Transactional services Newsletter services Testing
  • Takeaways: How Do I Measure The Success of my Email Campaigns? Go Beyond The Click Conversions, Buzz, Enquiries
  • ROSCAMPAIGN MONITOR @yarrcat @campaignmonitor @meladorri @litmusapp COLINCUSTOMER.IO @alphacolin @customerio Resources: http://litmus.com/lp/v2vemail We'll be at TEDC! http://litmus.com/conference JUSTINELITMUS Thank you!