Email Marketing That Converts

This is a collection of notes from a webinar entitled "4 Crucial Steps to Email Marketing That Converts" by Chris Hexton of Vero.

Personalization is More Than Just a Name

We need to start focusing on how to send one-on-one emails that go beyond "Hi, Chris...". It starts by segmenting your users in two ways:

Customer Lifecycle

This is based on your customers behavior. Some of examples of this could be:

  • started a free trail
  • checked out 4 times
  • renewed a subscription

You should always have an idea top-of-mind about the lifecycle of your customer. Ensure when you craft an email directed at your customer that you take into account the stage that are at in the lifecycle, and where you want to push them too next.

Customer Personas

This is based on the attributues of your customers. Some of examples of this could be:

  • where they work
  • how old they are
  • their gender
Pro tip: Include the customer's first name in your email subject lines to boost conversion.

Practical Example #1

Look at all your email subscribers and (manually or write a script too) pull out the domains (e.g. acmeinc.com) of each of the addresses. Now that you have a collection of domains you can remove all domains from the collection in the shape of gmail, yahoo, and so on. Filter out the duplicates, and now you have a unique list of company domains that you can create individual coupon codes or offers for to send out to your current customers of those respective domains.

Once you send each of these persons a customized email with an offer for their company, it will generate virality within the corporation. You will start seeing lots of email forwards within the company and most likely and increase in referral revenue for your product.

Practical Example #2

The company asos sells mens and womens clothing, so it's critical they understand which segment you fall into at the same point that they collect your mail. Instead of having a submit button, they have you click either "Women" or "Men" to submit the form. This gives them email and gender data points right away to help them tailor more specific emails to you.

You will want to remember to identify key attributes for your product and collect them up front.

Click Tracking is for Suckers

Well, that isn't entirely true... but it's more like tracking conversions is pivotal. Opens and clicks are cool but you need to track conversions to ultimately optimize revenue generation.

Use UTM campaign codes in your emails so you can look up sources to track conversions through Google Analytics. Once you've done this it's time to move onto multi-channel attribution.

You can read more about these things here and here.

Grow Your List Faster

This is the magic number. Having 5,000 subscribers seems to be the number where momentum takes over and starts building the list on its own.

Some creative tips to increase your subscribers quickly:

Dedicated landing pages to increase conversion rates

Specificity and context are key. Dedicated landing pages are easier to A/B test and can be insanely focused. People coming from specific emails should have their own dedicated landing pages. E.g. The "Blog subscribe" page.

Use your best stories/content/promotions again and again

Advertise your most engaging posts from your blog in a sidebar and have a call to action to sign up or subscribe in the footer of each of your blog posts.

Use little surveys to acquire user's email addresses

Ask a question first, then ask them for their email. The tool of choice here seems to be Qualaroo.

Use other platforms (e.g. Hacker News)

Find out where do your customers hang out. Post and offer something special to them, an offer or free content, and a dedicated landing page.

My Customers Did What?

To become better at communicating with your customers it ultimately comes down to tracking their actions.

Examples of "One-to-One Context"

  • When you finish your kindle book Amazon sends you an email to get you to review the book and this gives them a chance to sell to you again. Your review will also drive more sales of that book. This is nothing fancy, but its a perfect example of putting customer actions data to use.

  • An online course provider sends you an email with the context "Hey you haven't logged in in three weeks! Come back and continue reading chapter 3". I'm sure we've all received mails like this but they take it a step further by not just saying "come back" but rather they make it as specific as possible. It's subtle, but impactful.

  • When you have a successful A/B test in Visual Website Optimizer their plaform triggers an email delivery to the user saying "Hey, you have a successful test", this brings the user back into the application and makes the user feel good as well.

  • A social media management platform sends an email to abandoned free-trial users 45 days later showing them all the new features of the platform since they last tried the software. This is entitled the "Hail Mary" email, you have nothing to lose but everything to gain from this tactic.

  • Buffer sends you an email saying "Your Buffer is empty" when you have no more posts scheduled. This continually encourages engagement.

  • LinkedIn sends you a mail when someone endorses you. They use specific data relavant to the recipient within the body of the email, not just a generic "someone endorsed you" set of copy.

Examples of "Using Series"

Most people feel that customers are incredible sensitive to receiving email, and thus avoid the concept of "drip campaigns". But playing with "drip campaigns" can be valuable to your customers and to your business. As long as you're not sending no more than 3 emails per week it should be fine (unless you've explicity promised the customer something else).

When people receive email they're on their mobile phone, in the middle of lunch, or a conversation and forget about that first email. There's lots of reasons people will not engage in your email that are outside of your control!

Try a drip campaign with varying content to get them to convert. Build momentum and you'll excel!