searchlove london 2015 | tamara gielen | leveraging the hidden power of email marketing
TRANSCRIPT
![Page 1: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/1.jpg)
@tamaragielen #SearchLove
Leveraging the Hidden Power of Email Marketing
![Page 2: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/2.jpg)
How important is email today?
![Page 3: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/3.jpg)
What annoys you most?
![Page 4: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/4.jpg)
@tamaragielen #SearchLove
Things they hate• Unrequested emails• Irrelevant content• Too frequent• Subject line is too vague• Hard to unsubscribe• Forced sincerity (‘Dear Suzy’)• Broken links/merge tags• Not being able to reply
What consumers love/hate about marketing emails
![Page 5: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/5.jpg)
If I sent you 3 emails that you didn’t find interesting, would you open my next email?
![Page 6: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/6.jpg)
@tamaragielen #SearchLove
Things they hate Things they love• Unrequested• Irrelevant content• Too frequent• Subject line is too vague• Hard to unsubscribe• Forced sincerity (‘Dear Suzy’)• Broken links/merge tags• Not being able to reply
What consumers love/hate about marketing emails
• Interesting content• Relevant to me personally• News and trends• Great deals• Timely• Great tips• Fun to read• Inspirational
![Page 7: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/7.jpg)
If only it was THAT easy…
![Page 8: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/8.jpg)
Sending timely, relevant and personalized emails requires DATA. Lots of it!
![Page 9: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/9.jpg)
![Page 10: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/10.jpg)
@tamaragielen #SearchLove
![Page 11: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/11.jpg)
![Page 12: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/12.jpg)
@tamaragielen #SearchLove
![Page 13: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/13.jpg)
@tamaragielen #SearchLove
![Page 14: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/14.jpg)
@tamaragielen #SearchLove
5%
95%
Volume
Triggered Email CampaignsBatch & Blast campaigns
45%55%
Profit
Triggered Email CampaignsBatch & Blast Campaigns
Case: Triggered Emails – Travel Sector
![Page 15: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/15.jpg)
3 Important questions to ask yourself
![Page 16: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/16.jpg)
Photo by Karli Watson
1. Who Is Your Ideal Customer?
![Page 17: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/17.jpg)
Photo by Oran Viriyincy
2. What Is Their Journey?
![Page 18: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/18.jpg)
3. How Can You Assist Them?
Photo by Jlhopgood
![Page 19: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/19.jpg)
8 Ways to assist them on their journey
![Page 20: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/20.jpg)
1. Welcome / Activation / Onboarding Program
![Page 21: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/21.jpg)
Welcome New Subscriber
![Page 22: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/22.jpg)
Welcome New Subscriber
![Page 23: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/23.jpg)
“a quick guide to help you get started”
![Page 24: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/24.jpg)
“It’s so amazing to see you’ve just upgraded to our Awesome plan!”
![Page 25: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/25.jpg)
2. Conversion program
![Page 26: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/26.jpg)
Answer their most common objections
This single email has increased FlightFox’ conversions by 15%.
Hi there,
I’m Lauren, a co-founder of Flightfox. Just getting in touch because I noticed you didn’t launch your flight contest.
Why on earth would you pay for flight search?
Because our Experts • save 27% on average for international flights• know all the tricks of the flight industry• can answer any question you’ve ever wondered about flying
What if the Experts don’t beat the best price you’ve already found?
We refund the fee if our experts can’t beat your best price. Not only your best price, but your best price less the finder’s fee.
Can’t you find the best flights yourself?
Maybe, if you’ve spent years in the flight industry. Otherwise, you’ll be amazed at what our experts can do. Many use tools and systems otherwise unknown to the general public. They can even save you thousands if you are fully flexible.
Launch Your ContestIf you still have any questions or concerns, just reply to this email.
Happy Travels Lauren & The Flightfox Team
If your inbox is overflowing, you can unsubscribe.
![Page 27: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/27.jpg)
“An item in your wishlist is nearly out of stock”
Source: conversionxl.com
![Page 28: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/28.jpg)
3. Recovery Program
![Page 29: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/29.jpg)
Abandoned Shopping Cart
![Page 30: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/30.jpg)
Abandoned Search
![Page 31: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/31.jpg)
Don’t teach them to wait for a discount
![Page 32: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/32.jpg)
4. Up-sell / Cross-sell Program
![Page 33: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/33.jpg)
Recommendations based on your recent purchase
![Page 34: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/34.jpg)
Got everything you need?
![Page 35: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/35.jpg)
Recommendations based on previous purchase activity
![Page 36: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/36.jpg)
5. Follow-up Program
![Page 37: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/37.jpg)
Take Our Survey
![Page 38: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/38.jpg)
Get Ready For Your Trip
![Page 39: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/39.jpg)
Please Review Your Purchase
![Page 40: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/40.jpg)
6. Renewal / Replenishment Program
![Page 41: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/41.jpg)
Don’t Forget
To Re-stock
![Page 42: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/42.jpg)
Renew Your Subscription
![Page 43: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/43.jpg)
7. Surprise & Delight
![Page 44: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/44.jpg)
Happy Birthday!
![Page 45: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/45.jpg)
“It’s thanks to you that all of this exists”
![Page 46: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/46.jpg)
“You’re a workout machine!”
![Page 47: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/47.jpg)
8. Reactivation
![Page 48: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/48.jpg)
“We would love to invite you back with this exclusive offer”
![Page 49: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/49.jpg)
“Tamara, since you feel like you don't use MindMeister enough to justify a paid subscription, …”
![Page 50: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/50.jpg)
5 Keys to Success
![Page 51: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/51.jpg)
#1 Get Management Buy-In
![Page 52: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/52.jpg)
![Page 53: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/53.jpg)
#2 Bring The Data Together
![Page 54: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/54.jpg)
![Page 55: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/55.jpg)
#3Set Up The Right Rules & Triggers
![Page 56: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/56.jpg)
Infusionsoft
![Page 57: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/57.jpg)
Hubspot
![Page 58: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/58.jpg)
#4Test Your Set-Up Extensively
![Page 59: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/59.jpg)
“Is there anything we can do to help?”
![Page 60: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/60.jpg)
So I went back and placed the order
![Page 61: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/61.jpg)
What do you mean I haven’t returned yet to complete my order???
![Page 62: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/62.jpg)
#5Optimize For Conversion
![Page 63: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/63.jpg)
@tamaragielen #SearchLove
63
You have to convince them 3 times!
1open
2click
3convert
![Page 64: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/64.jpg)
It might be the only thing they read!
![Page 65: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/65.jpg)
Optimise for mobile readers
![Page 66: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/66.jpg)
@tamaragielen #SearchLove
Use the preheader
Photo credit: http://www.emailmarketingtipps.de/2014/03/12/70-email-preheader-examples-that-drive-open-rates/
![Page 67: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/67.jpg)
@tamaragielen #SearchLove
Make it scannable!Hello Tamara,
This Saturday is your last chance to register for the Email Evolution Conference. This year you’ll see how to craft email copy, grade your emails and learn about activation strategy.
Hi Tamara,
Email Evolution Conference: last chance to register by Saturday!
See how to:• Craft email copy• Grade your email designs• Learn about activation
strategy
![Page 68: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/68.jpg)
Make sure the CTA stands out!
![Page 69: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/69.jpg)
It’s perfectly OK to link to the landing page multiple times!
more links = higher CTR
![Page 70: SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email Marketing](https://reader035.vdocument.in/reader035/viewer/2022070516/58718eb01a28ab2c198b6fd7/html5/thumbnails/70.jpg)
Last but not least: TEST TEST TEST