SUSAN SUSUSAN@500.CO

EMAIL =

Email is the highest ROI channel there is

● no display algorithms to ‘game’● highly trackable -- even 1:1 emails ● 4 billlllllion accounts worldwide● 25% of these are BUSINESS accounts

REALITY CHECK

Email

WHAT IS EMAIL MARKETING?

BLAST!

Good email marketing:

● extends beyond any single standalone blast

● campaigns that show u know WHO ur subscribers really are, and WHERE they are in their user lifecycle

Rome wasn’t built in a single email.

EMAIL CAMPAIGNS

CAMPAIGNS

Welcome Onboarding / Activation Engagement Reactivation

Transactional

Welcome — Confirm signup, set the email expectationsOnboarding campaign — multi-installment series that gets subscribers to your

activation thresholdEngagement campaign — emails that get subs to your next activation threshold —

from 1st time to repeat usersReactivation — incentivized wake-up for dormant usersRetention — event-based triggers aimed at retain users about to drop offConversion — “the hard sell”Referral — acquisitionTransactional — password, receipt, account details (opportunity to convince &

convert)

EMAIL CAMPAIGNS

EMAIL IS A FUNNEL. Very few people buy at the top of the funnel.

BE PERSISTENT

THIS ONE WORKED

1. ABC: Always Be Collecting

● Persistent across site● As a call to action on any content marketing● Popups work● On EVERY staff’s profiles and email signatures● Paid acquisition campaigns -- promote an offer● Offline works too● LinkedIn trick

1. ABC: Always Be Collecting

● Persistent across ur site● Popups works● On EVERY staff’s profiles and signatures● Paid acquisition campaigns● Offline works too

GOLDEN RULESOF CONTENT MARKETING

2. Subject lines MATTER.

But they don’t just impact open rates.

They impact a subscriber’s perception of your ENTIRE email.

Subject line testing isn’t just about boosting open rates, but boosting total conversions.

IT’S A FUNNEL -- First 10-15 characters MOST important: use action words.

RECIPROCITY

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COMMITMENT & CONSISTENCY

SOCIAL PROOF

LIKING

Praise, association, familiarity, similarity

AUTHORITY

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SCARCITY

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Last chance...

FEARS& ASPIRATIONS

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SNOOZE

3. Target and segment

Don’t be random. Some targeting you can do:

● demo● based on previous behavior (open, click, buy)● based on events outside of email (ie, where did they come from)

4. Measure what matters

● OPENS. Standard open rate is below 30%.● CLICKS● CONVERSIONS● SUBSCRIBES● UNSUBSCRIBES● REPLIES

5. MUST. TEST.

1. Subject line: copy, length, emotion2. CTA: language, size, color,

commitment level3. Content layout4. Content length5. Show prices vs. not6. Simple vs complex7. More vs fewer choices8. Send time / day 9. Personalization 10.“From” name PS -- Intuition still

matters.

6. CONTENT MATTERS

● subject line● preview text● IMAGES● body● always have a CTA → one

email, one CTA● include link reminding

people who you are & what you do

7. Mobile FIRST

Over 65% of email gets opened on mobile FIRST.

● ALWAYS TEST mobile● Responsive layout● Content brevity (short <p>)● Subject, preview & sender are

mobile-optimized ● High open rate but low click rate…?

@susanfsu

susan@500.co