2019 SITEC E-Commerce Class 203: CRM, Email & Chatbot by Charles Gregory
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The document discusses the effectiveness of email marketing, emphasizing that it generates high ROI for businesses and outlining key email types: transactional, relational, and promotional. It provides guidance on building email lists, creating marketing calendars, and executing various email campaigns such as indoctrination, engagement, and re-engagement, while also highlighting the importance of copywriting and monitoring metrics for success. Overall, it serves as a comprehensive guide for marketers looking to optimize their email marketing strategies.
2019 SITEC E-Commerce Class 203: CRM, Email & Chatbot by Charles Gregory
- 1. CHARLES GREGORY 30 April 2019
- 2. LESSON 1 EMAIL MARKETING “EMAIL IS THE CHANNEL GENERATING THE HIGEST ROI FOR MARKETERS.” (VentureBeat) “EMAIL MARKETING YEILDS AN AVERAGE 4,300% RETURN ON INVESTMENT FOR BUSINESSES IN THE UNITED STATES.” (Direct Marketing Association) “FOR EVERT $1 SPENT ON EMAIL MARKETING, THE AVERANGE RETURN ON INVESTMENT IS $44.25 (EXACT TARGET)
- 4. UNDERSTANDING THE CUSTOMER JOURNEY ROAD MAP JOURNEY STEPS: 1. Become Aware 2. Engage 3. Subscribe 4. Convert 5. Excite 6. Ascend 7. Advocate 8. Promote
- 5. THREE TYPES OF EMAIL 1. TRANSACTIONAL 2. RELATIONAL 3. PROMOTIONAL
- 6. “THE AVERAGE REVENUE PER TRANSACTIONAL EMAIL IS 2X - 5X HIGHER THAN STANDARD BULK EMAIL.” (Experian Email Benchmark Report) Transactional Email TRANSACTIONAL EMAILS TYPES OF • ORDER CONFIRMATIONS* • PURCHASE RECEIPTS • SHIPPING NOTIFICATIONS* • ACCOUNT CREATION • RETURN CONFIRMATIONS* • SUPPORT TICKETS • PASSWORD REMINDERS • UNSUBSCRIBE CONFIRMATION
- 7. Relational “COMPANIES USING EMAIL TO NURTURE LEADS GENERATE 50% MORE SALES-READY LEADS AT 33% LOWER COST”. (Hubspot) RELATIONAL EMAILS TYPES OF • NEW SUBSCRIBER WELCOME • LEAD MAGNET DELIVERY • NEWSLETTER/BLOG ARTICLE • WEBINAR CONFIRMATION • SURVEYS & REVIEW REQUESTS • SOCIAL UPDATES • CONTEST ANNOUNCEMENTS • REFERRAL REQUESTS
- 8. “66% OF CONSUMERS HAVE MADE A PURCHASE ONLINE AS A DIRECT RESULT OF AN EMAIL MARKETING MESSAGE.” (Direct Marketing Association) Promotinal PROMOTIONAL EMAILS TYPES OF • PROMOTIONAL CONTENT • NEW LEAD MAGNETS • SALE ANNOUNCEMENTS • NEW PRODUCT RELEASE • WEBINAR ANNOUNCEMENT • EVENT ANNOUNCEMENT • TRIAL OFFERS • UPGRADE OFFERS
- 9. CUSTOMER SERVICE BRAND AWARENESS LEAD GENERATION RETENTION & LOYALTY ENGAGEMENT & NURTURING SALES & UPSELLS TRANSACTIONAL RELATIONAL PROMOTIONAL PRIMARY GOAL BY EMAIL TYPE
- 10. THE TWO SEND TYPES BROADCAST vs. TRIGGERED MAILS THERE ARE ONLY TWO TYPES OF EMAILS THAT SHOULD BE BROADCAST TO YOUR ENTIRE DATABASE... PROMOTIONS & NEWSLETTERS! EVERYTHING ELSE SHOULD BE TRIGGERED BY A SPECIFIC ACTION OR BEHAVIOR! TRIGGERED MAILS EXAMPLES OF • NEW SUBSCRIBER WELCOME • LEAD MAGNET DELIVERY • REGISTRATION CONFIRMATION •PURCHASE RECEIPT • SEGMENTED PROMO • REFERRAL REQUESTS • CART ABANDONMENT • REENGAGEMENT
- 11. BUILDING YOUR EMAIL LIST THE MONEY IS IN THE LIST! THE GREAT BIG LIE... FACT: MOST MARKETERS FOCUS ON GROWING THEIR EMAIL LIST, AND SPEND VERY LITTLE THOUGHT OR EFFORT ON HOW THEY’RE GOING TO MAKE MONEY FROM THAT LIST ONCE THEY HAVE IT... YOUR #1 PRIORITY: TO DETERMINE HOW YOU WILL MONETIZE A NEW LEAD (OR SUBSCRIBER) ONCE YOU HAVE IT! TWO BIG MISTAKES MOST MARKETERS MAKE WHEN BUILDING THEIR EMAIL LISTS... MISTAKE #1: THEY FAIL TO FOLLOWUP WITH NEW SUBSCRIBERS MISTAKE #2: THEY SEND THE EXACT SAME EMAIL TO EVERYONE ON THEIR LIST!
- 12. LESSON 2 CREATING THE PERFECT MARKETING CALENDAR THE ROLE OF THE PROMO CALENDAR (in any business) TO ELICIT ACTION! TO GET YOUR SUBSCRIBERS TO DO SOMETHING (WHETHER IT IS BUY, RAISE THEIR HAND, COME INTO THE STORE, CALL YOU, ETC)
- 13. YOUR PRODUCT & SERVICE CATALOG TWO VITAL ASSETS FOR CREATING A WINNING MARKETING CALENDAR... NUMBER 1: CREATE A PROMOTIONAL ASSET SHEET FOR EVERY PRODUCT & SERVICE IN YOUR CATALOG... • NAME OF PRODUCT OR SERVICE • PRICE (FULL PRICE & SALE PRICE) • WHERE DOES THE BUYING TRANSACTION OCCUR? • HAVE YOU SOLD IT VIA EMAIL BEFORE? • DID IT WORK??? • WHEN DID YOU PROMOTE IT LAST? • HOW MANY EMAILS DID YOU SEND? • IS IT CURRENTLY AVAILABLE TO PROMOTE? • IF NO, WHY NOT?
- 14. YOUR GOALS & PLANNED PROMOS TWO VITAL ASSETS FOR CREATING A WINNING MARKETING CALENDAR... NUMBER 2: 12 STEPS TO CREATE A WINNING PROMOTIONAL CALENDAR 1. START WITH 12 MONTH REVENUE GOALS (WHERE DO YOU WANT TO BE?) 2. LIST NON-REVENUE GOALS (LAUNCH BLOG,PODCAST, BOOK, NEW LOCATION, ETC.) 3. SLOT HOLIDAY PROMOTIONS INTO THE APPROPRIATE MONTH 4. SLOT ANNUAL PROMOTIONS INTO THE APPROPRIATE MONTH 5. DENOTE SEASONALITY (SLOW AND BUSY MONTHS!) 6. SLOT NON-REVENUE GOALS INTO THE APPROPRIATE MONTH 7. BREAK OUT REVENUE GOALS MONTHLY (KEEP SEASONALITY IN MIND) 8. ADD REVENUE PROJECTIONS (SET PROMOS PLUS REBILLS AND SUBSCRIPTIONS) 9. SUBTRACT “EXPECTED” FROM “TARGET” & FILL IN “REMAINING” REVENUE NEEDED 10. BRAINSTORM ADDITIONAL PROMO IDEAS (LIST IN POTENTIAL PROMOTIONS) 11. SPOT-CHECK AND ADJUST (DOES IT MEET YOUR GOALS? IS IT ACHIEVABLE?) 12. LIST ADDITIONAL NEEDS (NEW PRODUCT/SERVICE, SALES PRESENTATION)
- 15. LESSON 3 WHAT ABOUT CONTENT EMAIL CAMPAIGN CREATION( and when to use them) THE FIVE TYPES OF CAMPAIGNS 1. Indoctrination 2. Engagement 3. Ascension 4. Segmentation 5. Re-Engagement
- 16. INDOCTRINATION CAMPAIGN? A TRIGGERED CAMPAIGN SENT IMMEDIATELY FOLLOWING INITIAL SUBSCRIPTION THAT IS DESIGNED TO ENGENDER THE BRAND TO THE NEW SUBSCRIBER TO WELCOME NEW SUBSCRIBERS BY TELLING THEM WHAT THEY CAN EXPECT AND WHAT THEY NEED TO DO NEXT TO GET THE BIGGEST BENEFIT FROM YOU AND YOUR BRAND.
- 17. STORYBOARDING YOUR INDOCTRINATION CAMPAIGN • Welcome and introduce new subscriber to your brand... • Restate the benefits of being a subscriber... • Tell them what to expect... • Tell them what to do next... • Encourage whitelisting... • Put your best foot forward... • Campaign length 1 - 3 emails
- 18. TO TURN SUBSCRIBERS INTO CONVERTS BY PRESCRIBING THE NEXT LOGICAL STEP BASED ON WHAT YOU KNOW THEY’RE CURRENTLY INTERESTED IN! ENGAGEMENT CAMPAIGN? A INTEREST BASED, TRIGGERED CAMPAIGN SENT IMMEDIATELY FOLLOWING AN ACTION DESIGNED TO MAKE A RELEVANT OFFER (AND SALE) TO YOUR SUBSCRIBER
- 19. STORYBOARDING YOUR ENGAGEMENT CAMPAIGN • Turns subscribers into converts (WHAT IS A CONVERSION?) • References the previous POSITIVE action... • Overcomes (or inoculate against) KNOWN objections... • Prescribes the next logical step... • Asks for the order...
- 20. ASCENSION CAMPAIGN? WHAT IS AN A TRIGGERED CAMPAIGN SENT IMMEDIATELY FOLLOWING PURCHASE TO START THE “VALUE LOOP” DESIGNED TO TURN ORDINARY BUYERS INTO MULTI-BUYERS
- 21. STORYBOARDING YOUR ASCENSION CAMPAIGN • References the previous POSITIVE action... • Overcomes (or inoculate against) KNOWN objections... • Prescribes the next logical step... • Turns ordinary buyers into multi-buyers... • Increase the trust & authority they feel for your brand • Ascends them from a customer into a raving fan...
- 22. TO PIQUE THE INTEREST OF SUBSCRIBERS WHO GOT “STUCK” ON THEIR JOURNEY AND GET THEM TO SEGMENT THEMSELVES BASED ON WHAT THEY’RE INTERESTED IN - RIGHT NOW! SEGMENTATION CAMPAIGN? A MANUAL CAMPAIGN SENT TO YOUR ENTIRE DATABASE AS A PROMOTION THAT IS DESIGNED TO SEGMENT YOUR SUBSCRIBERS BY INTEREST
- 23. STORYBOARDING YOUR SEGMENTATION CAMPAIGN • Broadcast to your FULL database... • Delivers value-in-advance to keep your list fresh and active... • Creates demand in subscribers and customers who have fallen away... • Puts subscribers into a relevant engagement series to restart the journey where they left off!
- 24. TO CALL OUT INACTIVE SUBSCRIBERS AND GET THEM TO START ENGAGING WITH YOUR EMAILS AGAIN... TO GET THEM RE-EXCITED ABOUT YOU AND YOUR BRAND. RE-ENGAGEMENT CAMPAIGN? A TRIGGERED CAMPAIGN SENT TO ANY SUBSCRIBER WHO HAS NOT OPENED OR CLICKED AN EMAIL IN THE LAST 30 - 60 DAYS DESIGNED TO RE-ENGAGE THE SUBSCRIBER WITH THE BRAND
- 25. LESSON 4 EMAIL COPYWRITING “COPY IS CURRENTLY BEING USED TO GENERATE LEADS AND MAKE SALES” REPURPOSING WINNING COPY 1. HEADLINES 2. HOOKS & LEADS 3. LISTS & BENEFITS 4. PROOF & STORIES 5. CALLS TO ACTION
- 26. LESSON 5 OPTIMIZING YOUR OPENS & CLICKS... “YOU HAVE JUST 3 - 4 SECONDS TO GRAB YOUR READERS’ ATTENTION AND INTEREST THEM ENOUGH TO OPEN AND READ YOUR EMAIL”(Litmus) GETTING MORE OPENS GETTING MORE CLICKS
- 27. LESSON 6 TRACKING YOUR RESULTS ● HOW BIG IS YOUR EMAIL LIST? ● ARE YOU MAILING THE ENTIRE LIST? ● HOW MANY OPEN YOUR EMAILS? ● HOW MANY CLICK? ● HOW MANY UNSUBSCRIBE? ● HOW MANY COMPLAIN? HOW WELL IS EMAIL WORKING NOW?
- 28. LESSON 7 KPIs and MONITORING REVIEW & SPOT CHECK WEEKLY LOOKING FOR EARLY INDICATORS AND GREEN ARROWS... OPENS, CLICKS, UNSUBSCRIBES, COMPLAINTS DEEP DIVE & CORRECT MONTHLY LOOKING FOR EMERGING TRENDS (GOOD OR BAD)... TIME, TOPIC, TYPE
- 29. LESSON 8 SOFTWARE AND TOOLS