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Stranger danger! How you should (and shouldn’t)
treat new leads.
Michal Leszczynski Content Marketing Manager
Agenda
1. What’s email marketing about? 2. What do we want to achieve? 3. What do we really want? 4. Top 10 email marketing mistakes
What’s email marketing about?
TRUST
DREAMS
PLANS
HOBBIES
HABITS
BUT WE LEARN IT THROUGH THIS
LIST BUILDING & LEAD GENERATION
THE PAST
THE PRESENT
WHAT DO WE WANT TO ACHIEVE?
Important metrics
1. Open Rate 2. Click-thru Rate 3. # of Conversions or Sales 4. CPA 5. ROI 6. CLV
Important metrics
1. Unsubscribe Rate 2. Spam Complaint Rate 3. Churn Rate
WHAT DO WE REALLY WANT?
LOYALTY
“If people believe they share values with a company, they will stay loyal to the brand.”
– Howard Schultz, CEO Starbucks
LOYALTY?
Why would we want loyalty?
1. Lower marketing costs 2. Positivie W.O.M. 3. Price elasticity of demand 4. Resistance against competition
1. Shorter research time 2. Quality 3. Brand image and its characteristics 4. Additional benefits related to brand activities
Why would we want loyalty?
TOP 10 MISTAKES & WAYS TO AVOID THEM
1. NOT ASKING FOR PERMISSION
1. Ask for permission and state the purpose clearly 2. Use additional check-box 3. Send a confirmation email 4. Offer a preference center
Best practices
2. SENDING TOO MANY EMAILS
1. Use segmentation from the start 2. Have an onboarding campaign with relevant and useful
information 3. Suspend promotional emails 4. Control what messages are being sent
Best practices
3. SENDING NO EMAILS
All subscribers
New subscribers
Open Rate CTR
Why bother?
4. NOT TELLING THE TRUTH
Sign up forms, light boxes, etc.
Translation: Would you like to unsubscribe?
:( Yes, but not yet. Perhaps sometime soon there will be an offer I’ll want to try :) After weighing the pros and cons I want to do it
Be crystal clear about:
• what you are offering and selling • who is going to be contacting the subscribers • what are the conditions for using the coupon/taking part
in the competition, etc. • when can one opt out • is it really for free?
Best practices
5. OVERPROMISING
1. Exceed expectations 2. Underpromise 3. Provide great content, service and product 4. Be real and use social proof
Best practices
1. Dog food replenishment reminders 2. Additional info/summary of what you need for your trip 3. Workout/car check-up reminder 4. Offer based on weather conditions or location
Some ideas
6. ASKING TOO MANY QUESTIONS
7. NOT SEGMENTING
Content Marke+ng Ins+tute
8. NOT TESTING
Flickr
9. MAKING USERS JUMP THROUGH HOOPS
1. Offers that get delivered too late or state too many conditions
2. Not responsive emalia 3. Responsive email, not responsive landing page 4. Shopping cart and payment mechanism 5. Heavy images vs limited data packages
What could cause friction?
10. NOT LEARNING/IMPROVING
Q&A
Swing by our booth to say hi!
Hall 6 #C70
Let’s stay in touch!
Michal LeszczynskiContent Marketing Manager [email protected] twitter.com/mrleszczynski pl.linkedin.com/in/leszczynskimichal/
