Miss Cleo Sees the Future of Email Marketing By Cleo Hage

#SMX #13B2 @TheRealMissCleo

Miss Cleo Sees the Future of

Email Marketing

Besides a TV Psychic from the 90s

Who in the World am I?

I was “great” at traveling & taking pictures as a kid…

So when I got older I traveled again & learned to smile!

I plan the all the Fun stuff!

Manage 30 accounts with a totally monthly spend of $500K+

Lead Gen & E-Commerce, SMB’s, Name an industry I’ve done it…

Blogs… webinars… I’m here aren’t I?

Why should you listen to me…?

I’m Cleo Hage and I’m going to talk to you about the future of Email

Marketing

And no you are not in the wrong room this is still a SEM focused

presentation

Email is the #1 Marketing channel Used by Business

But There are BIG Problems with That

The average business user will receive 96 emails per day*source Radicati Group

Emails are CLUTTERED!!

In 2015, the number of emails sent and received per day total over 205 billion.*source the Radicati Group Inc.

And yeah its growing too!

That’s HUGE!

This figure is expected to grow at an average annual rate of 3% over the next 4 years, reaching over 246 billion by the end of 2019.*source the Radicati Group Inc.

And yeah its growing too!

How would you log into things?How would you receive update?How would you know when your package is arriving!?

No emails are not going anywhere!

But even good email campaigns have an opening rate of 20%

Email Marketing Campaigns?

Well, Duh

That’s Why I already run email

campaigns

This is you... This is your boss...WHAT

ABOUT THE 80%

THAT DID NOT OPEN

THEM!?

Even More Disappointing…

CLICK THROUGH RATES ARE EVEN LOWER!

WITH AN AVERAGE OF 5%

So Disappointing…

NOW ITS EVEN LOWER!

WHAT ABOUT THE 95%!?

On 80% of Unopened Email &

95% Lost Leads

The Answer is:

Customer Match

How do I cure the FOMO?

All Hail Customer Match

The internet things is a gam of darts…What is Customer Match?

The ability to upload lists of email into AdWords to create audiences for

Precision Targeting!

Precision Targeting

WITH PRECISION TARGETING LIKE NEVER BEFORE

WHAT IF I TOLD YOU THAT YOU COULD TARGET THE 95%

It works like a remarketing list.But you get to pick your exact audience, down to the person!

Tell me more…

Is it only Gmail? – Nope!

All Email platforms are accepted

Tell me more…

How does it work? Emails are linked to

“google id’s” Those “google id’s” are

turned into a remarketing list

Acts just like a remarketing list

Tell me more…

Search YouTube Gmail

Where can you serve Customer Match Audiences

The Unicorn Scenario

Why Should I Use Customer Match?

This is my boss Larry Kim – Founder of WordStream –2015 Search Marketer of the Year – has a ton of Twitter followers

His kinda a big deal in PPC & loves unicorns so he struts into conferences on a unicorn Here is Larry when he came to SMX last year

You meet Larry & his unicorn at a conference then exchange business cards

The Unicorn ScenarioYou send Larry an email as part of your campaign but he doesn’t open it cause he’s playing with his 3 year old son #ppckid

But you were smart and put Larry’s email in a customer match audience

One day Larry is watching YouTube Video's of Unicorns

The Unicorn ScenarioAnd since he is on your customer match list that you are targeting on YouTube he sees you Ad!!!

Larry clicks through to your site because he remembers meeting you at the conference

AND THAT MY FRIEND IS HOW YOU REACH

THE 95%

Basic Setup

Teach Me How to Customer Match!

Customer Match Audiences live in your Shared Library just like normal remarketing lists

Create a Remarketing List and select ‘Customer emails’

Time to Build an Audience

Upload a CSV. file of all your emails

Google will not serve lists under 100 – bigger is better

You can always create multiple list and update existing lists with more emails

Upload those hard earned email list!

Tell Me the Strategy Miss Cleo!

This is a client of mine Best Bully Sticks – They sell dog chews called

bully sticks

First Let me Tell you how awesome Customer Match is!

Lowest15% more than branded75% more than branded50% more than branded

$9.43 ROI targeting only Customer Match!!

That’s a 59% higher ROI than its equivalent campaign not targeting

remarketing & 41% higher than RLSA!

Lowest

15% more than branded75% more than branded50% more than branded

3 x the Conversion Rate of a Non-Targeted campaign

Lowest

15% more than branded75% more than branded50% more than branded

Increase Bids for more valuable target audience

Own the Space!!!

High Position for a higher converting audience

Lowest15% more

than branded75% more than branded50% more than branded

Serve to all Audiences Volume can be lower for Customer Match

Be Amazing – Be on Target

Conversion Rate goes up with familiarity to the brand

You worked hard for them to know your brand! Target them!

How is ROI so much higher!?

If they know your brand treat them like they do

Treat this differently

Different Ad Copy!

How is ROI so much higher!?

Non-Customer Match Audience

Customer Match Audience

Different offers!How is ROI so much higher!?

Non-Customer Match AudienceGive them a better offerEarn their trustNon-

Customer Match AudienceOffer with a higher thresholdYou already have their trust

Gmail is your friend too!

91% check their email daily!

Lets talk EMAIL!

CPC’s are cheapImpressions are highTop on the inbox

Gmail is your friend too

66% of people made a purchases as a result of

an email

Lets talk EMAIL!

Gmail Ads will bring you to the Top!

Click Through Rate! With Low CPC’s

Don’t forget about Similar Audiences!

Branch out! Make new friends, they will like you I promise…

*list size above 5,000 & gmail and youtube only

Shopping + YouTube = a Great Pair

YouTube Shopping – Use it!

Shopping and YouTube had a baby and it rocked AdWords

It Works Wonders

Engagement!!

It Works Wonders

Don’t worry Lead Gen people we’re getting to you

The Future of Lead Generation

Lead Gen = Can I Get Yo’ Email

Hey Girl

Can I get Ur Email

Your already matched!

Stop asking for their email! You already have it!

Use Customer match to start treating them differently than a new user!

Ryan Gosling

Push them down the funnel

Serve them something different at every level of the funnel!

Nothing in AdWords has ever been more precise!

Segment out your audiences based on their position in the funnel

The Ultimate Targeting

WE CAN TARGET AUDIENCES

LOOK AT HOW PRECISELY

Keep Your Brand Top of Mind Top of the

SERP Top of the

Are you keeping your leads engaged?

COLLECT EMAILS THEY SAID

THEY WILL GENERATE SALES

THEY SAID

YouTube is everything…

Top of Mind

What I Want

Your Brand

YouTube overall, and even YouTube on mobile alone, reaches more 18-49 year-olds than any cable network in the U.S!YouTube processes more than 3 Billion search a month!

Don’t let them forget you!Change up your Call-to-Action

Tell me Miss Cleo, what do I DO!?

In-Stream is great

In-Stream Ads show up before a video that your watching• Get at least 5 seconds of branding FREE!• But still get high engagement from

Customer Match

In-Display ads show in the search results and suggestion column• It can be hard to get traffic with low volume • Try regular remarketing audiences

In-Display is a bit tricky

Make Yourself Stick Out

Make yourself stick outInboxes can get flushed out quicklyThere's a way to make it to the top!

Remember that 70%

Top of the Inbox

Ha! They thought I had someone to go to Valentines day dinner with!

Proud of myself for not falling victim to the sales!I really do love shoes tho…

I think they are profiling me…

Only one email opened

Crush the Ad Game

Create a ‘Target and Bid’ Customer Match campaign & Boost those CPC’s

Exclusive Targeting

Own the Space!

Top of SERP

Bid on generic terms

Create Different ad copy

Take them to an engaging landing page!

Show them something they haven’t seen before

YOU CAN BELIEVE IN TO

TARGET THE 95%

CUSTOMER MATCH IS THE

CHANGE

SEE YOU AT THE NEXT #SMX

THANK YOU!

Tweet me for more Customer Match Tips & How Tos

Miss Cleo Sees the Future of Email Marketing By Cleo Hage

Marketing

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