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@Hollygowrightly
@Hollygowrightly
Fill-in-the-BlankEmail Automation
Holly Wright, Phoenix Direct
@Hollygowrightly
@Hollygowrightly
@Hollygowrightly
@Hollygowrightly
@Hollygowrightly
Emailmarketers
Cat owners
📧📧📧📧📧📧📧📧📧
😻😻😻
😻😻 😻😻😻
😻😻
@Hollygowrightly
@Hollygowrightly
THE ROBOTS ARE COMING
FOR OUR JOBS!
@Hollygowrightly
@Hollygowrightly
@Hollygowrightly
@Hollygowrightly
data
@Hollygowrightly
software
@Hollygowrightly
third party apps
@Hollygowrightly
THE ROBOTS ARE COMING
FOR OUR JOBS!We got this!
@Hollygowrightly
strategytargeting
triggers
photography
copygraphicspromotions
subject linescalls-to-action
landing pages
a/b testingtimingpersonalizati
on
@Hollygowrightly
strategytargeting
triggers
photography
copygraphicspromotions
subject linescalls-to-action
landing pages
personalizationa/b testing
timing
@Hollygowrightly
strategytargeting
triggers
photography
copygraphicspromotions
subject linescalls-to-action
landing pages
personalizationa/b testing
timing
@Hollygowrightly
And now...Some email stats!
@Hollygowrightly
automated emails are5x – 30x more valuable than bulk deployments
@Hollygowrightly
6.1% of all emails sent10.2% of all opens15.4% of all clicks45.0% of all email orders44.7% off all email revenue
@Hollygowrightly
25% average open rate44% average open rate
@Hollygowrightly
16% average click rate25% average click rate
@Hollygowrightly
6% average conversion rate27% average conversion rate
@Hollygowrightly
$0.33 average revenue per email$4.00 average revenue per email
@Hollygowrightly
Top ProgramsWelcomeBounce-backAbandoned cart
BirthdayVIP giftRetargeting
@Hollygowrightly
@Hollygowrightly
let’s play!
@Hollygowrightly
When someone ___________ for your email program, it is nice and polite
to send a __________ ____________. To put your new subscriber at ease,
it’s best to include a personal touch, such as their __________ and a
special gift. “________!” they’ll say. “What a great deal!” But
unfortunately, not everyone will immediately ______________. After
___________, go ahead and send a ________ to those folks. If they still
haven’t
______________ after ____________, send a ____________. Those who order
should
be added to your _____________. Those who don’t should be added to
your list for the _______________________. Well done, email marketer!
How to Give a Warm Welcome!signs upTRIGGER
MESSAGE TIME INTERVAL
DYNAMIC TEXT
quick hello
right away
first nam
ePROMO
10% off
QUALIFYING ACTION
place an
orderTIME INTERVAL
48 hours MESSAGE
reminder
QUALIFYING ACTION
placed an
orderTIME INTERVAL
3 more days
MESSAGE
final remind
er main program
OTHER PROGRAM
early engagement
programOTHER PROGRAM
@Hollygowrightly
1. Verbsactions that trigger
messages
@Hollygowrightly
Possible Triggers• Submitting an email signup form or popup• Opening or not opening your first
campaign• Clicking on a specific link or email• Not clicking a specific email or group of
emails• Not opening any emails from you over an
extended period of time• Requesting a lower frequency of emails• Requesting only a specific type of emails
@Hollygowrightly
More Triggers• Placing their first order or any order• Placing an order over a certain amount• Placing an order for a specific item or
category of items• Putting something in their cart without
checking out• Looking at something without putting in in
their cart• Spending a total of $XXX or more on your
site• Making a total of XX purchases in a period of
time• Purchasing once and not again for a period
of time
@Hollygowrightly
Even More Triggers• Downloading a whitepaper, ebook, case study or
video• Signing up for a webinar• Participating or not participating in a webinar• Filling out a form to request a demo• Requesting pricing or more information• Viewing certain pages on your site (pricing,
client list, etc.)• Becoming a customer or client• Registering for a conference
@Hollygowrightly
Still More Triggers• Interacting on social media• Having a birthday• Opting into a sweepstakes• Referring a friend• Requesting help• Resetting their password• Reaching the anniversary of their first
purchase, first event, first download, registration, etc.
@Hollygowrightly
Nounswhat messages to
send
@Hollygowrightly
Messages• Creative – photography, graphics, copy
and CTA’s• Offers and incentives• From name, subject line and preheader
text• Alt text, background colors and bullet-
proof buttons
@Hollygowrightly
Messages• Start with the customer. • What will the subscriber be expecting?• What’s your goal?• Do your tone and copy bridge the gap?
@Hollygowrightly
Proper Nounswho to include
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Adjectiveshow to describe the
recipients
@Hollygowrightly
Adverbs (word ending in -ly)how and when
to send messages
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Pronounsplaceholders for
personalization
@Hollygowrightly
Personalization• Customer’s name• The customer’s spend total or progress
toward a goal• Membership or VIP status• Dynamic product recommendations• Content recommendations• Custom offers and promotions• Recently purchased items for reordering• Items a customer has hearted or liked
@Hollygowrightly
Interjectionspromotions and special
offers
@Hollygowrightly
Promotions• Welcome• Birthday gift• VIP status• Re-engagement• Lapsed buyers• Bounce-back• Post-purchase• New subscriber conversion
• Cart abandonment• Browse abandonment• Product reviews• Product recommendations• Update preferences
@Hollygowrightly
Conjunctionsbranching & joining
programs
@Hollygowrightly
@Hollygowrightly
Branching
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Terminating
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Joining
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Excluding
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a few more thoughts...
@Hollygowrightly
progressive disclosure
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general suppression
list
@Hollygowrightly
Takeaways
@Hollygowrightly
start small
@Hollygowrightly
think about your customers
first.
@Hollygowrightly
be intentional
@Hollygowrightly
test!!!
@Hollygowrightly
QA
@Hollygowrightly
refine
@Hollygowrightly
close the loop
@Hollygowrightly
make it fun
