Content Workflows for Startups: Planning, Executing, and Promoting the Hell Out of Your Stuff
Email 4 Startups: Marketing Hell Week at 500 Startups Susan Su
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SUSAN SU [email protected]
Transcript of Email 4 Startups: Marketing Hell Week at 500 Startups Susan Su
SUSAN [email protected]
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
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
How to get 25K visitors/month -- new ebook, no charge
COMMITMENT & CONSISTENCY
SOCIAL PROOF
LIKING
Praise, association, familiarity, similarity
AUTHORITY
Get YOUR MBA in Internet Marketing...
Warren Buffet on Goals...
...Career Advice from Barack Obama
SCARCITY
24 hours left…
Last chance...
FEARS& ASPIRATIONS
7 Biggest Time Wasters for Social Media Marketers -- Is This YOU?
vs.
7 Ways to Save More Time and Be a Superstar Social Media Marketer
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…?
