Susan Su Get Traction Next Level Email Marketing
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Slides from Susan's "Next Level Email Marketing" Talk at the Get Traction Virtual Event March 1, 2016. Learn about email reactivation, the dangers of dormant lists, and what you can do about SPAM.
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Susan Su Get Traction Next Level Email Marketing
- 1. EMAIL MARKETING FOR STARTUPS @susanfsu Activate, re-engage & the end of unsubscribes
- 4. EmailForStartups.com/ultimate-email-playbook The Ultimate Email Playbook 43 Scripts for Startups
- 6. EMAIL = SSS ● 4 billlllllion accounts worldwide ● 25% of these are BUSINESS accounts ● the foundation of all other channels ● “Owned” not rented ● METRICS
- 8. SCARY STATS 21% of subscribers report email as Spam, even if they know it isn’t 43% of subscribers click the Spam button based on the email “from” name or email address 69% of email recipients report Spam only based on the subject line IP addresses appearing on just one of the 12 major blacklists had email deliverability 25 points below those not listed on any blacklists
- 9. 44% of email recipients made at least one purchase last year from email marketing
- 10. Between 60% – 75% of subscribers on email lists around the world are dormant.
- 11. What’s a “Dormant” subscriber? New ==> Core ==> Casual ==> Marginal ==> New ==> Dormant ==> Resurrected
- 12. What counts as “dormant” on an email list?
- 13. NOT: “Did they open an email within the last 6 months?” BUT INSTEAD: “Did they open one of the last 10 emails we sent them?”
- 14. But WHY????!
- 15. 4 reasons for email list dormancy & churn: 1. Poor lead quality. 2. Email frequency too high. 3. Email frequency TOO LOW. 4. Poor email relevancy.
- 16. Fixing churn & future churn is nice. BUT PREVENTION IS THE MONEY.
- 17. LEVEL 1 TRIAGE: An Ounce of Prevention... 1. Activate immediately 2. Welcome email 3. Tight onboarding that is your 1000% best effort at email marketing 4. Once activated, keep them happy
- 18. LEVEL 2 TRIAGE: Keep a Clean House 1. Permissions based 2. GREAT content 3. Clean list (no hard bounces) 4. Frequent sending (note: not necessarily “same”)
- 19. LEVEL 2 TRIAGE: Say Goodbye... 1. Reactivate 2. Or, say goodbye
- 20. Reactivation Technique #1 ● Offer + feedback ● $10 on Amazon ● Use a paid survey as: ○ engagement device ○ customer insights ● Offer a binary choice: stay subscribed, or to unsubscribe go here
- 21. Reactivation Technique #1 ● Cook or get out of the kitchen ● “Are you still doing [ business here ]?” ● “At least 1,000 of you should unsubscribe” ● “Should we unsubscribe you from our mailing list?”
- 22. Retargeting
- 23. REMEMBER: 1. You have nothing to lose. 2. One shot, not many. 3. Find out WHY. 4. NEVER DELETE SUBSCRIBERS.
Hinweis der Redaktion
- Alright, so today we’re going to talk about email marketing. But before I get started, I need to add a disclaimer that this is typically 500 startups INTERNAL material. The tips and MUST-DOs I’m about to go over are learnings that I’ve compiled from sending MILLIONS of emails, and they’re things that we typically only share with 500 portfolio companies… so please pay attention because there’s a lot of stuff in here, and I’m going to go over it fast.
- Ok, first a quick intro to my background. Back in the day, I started working with a little-known blogger named Ramit Sethi who went on to become a New York Times / Wall Street Journal / Amazon bestseller and one of the most successful and well-respected internet marketers in the world at I WIll Teach You To Be Rich dot com. We did ALL of our selling on the backend (you’ll learn what that term means later), through drip email marketing, and turned a blog into a (completely bootstrapped) mid-seven figure business. From there, I joined a media startup selling research and data to the Facebook and social apps ecosystem, which got acquired in 2011. Then I went over to AppSumo, promoting online and software products and creators of SumoMe, which is today one of the most used suite of content marketing tools on the web. At AppSumo, I ran email marketing -- daily email marketing -- to a list of 700,000 subscribers making six figure revenues monthly. So
- Some of you may be thinking of this when you think of email marketing. In which case you would be correct. Others of you may still be asking, WHY EMAIL??? Let me go over a few quick stats as background.
- WHY EMAIL? Ok, and with that! :) This is going to sound so toolish… but I love email. Email is STILL the most effective, highest ROI way to communicate with an audience -- of ANY size -- and get people to complete an action, whether that’s supporting a critical MSF mission, electing an American president, or buying your ebook. Email is the foundation of all other channels. You have to have an email address to sign up as a Facebook user, and while there are almost ONE AND A HALF BILLION monthly active Facebook users around the world -- holy fucking shit -- there are almost 3 times as many email accounts. So REACH. You get reach. Everyone has an email account, and everyone accesses it -- at least some of the time. There are 4 billion email accounts worldwide, and ¼ of these are work accounts -- this is great news for b2b businesses. Email is still the #1 way to reach b2b clients and customers, nothing else even comes close. Email is an OWNED channel, not a rented one, and this has some pretty important implications. Firstly, the subscribers you have on email are YOUR contacts. You can take them from one email marketing tool to another -- Mailchimp does NOT own your email list. Secondly, there are no display or distribution algorithms -- as determined by Facebook etc -- to ‘game’ or optimize. Email marketing efforts are fully trackable. You can track every key action in your email campaigns, slice and dice by segments, and even track 1:1 emails with tools like SIDEKICK by Hubspot or TOUTAPP. Alright, so email marketing is the miracle cure. What’s next? Before we get into the details of where you’re going to build your swimming pool full of money…
- REALITY CHECK Here’s the reality. The Challenges in email marketing are BIG. It starts with deliverability, which you can check with http://mail-tester.com and improve by authenticating DOMAIN KEYS with your email marketing provider (Google Domain Keys Authenticate + whatever tool you’re using to get specific instructions). making “Reply to this email to say hi” and “Add us to your contacts” your first and most important calls to action. But after your email gets delivered, there are still more challenges. The reality is that the average person gets over 500 marketing emails per month -- that’s the AVERAGE person, not your recipient, who might get even more if they’re in tech or an especially valuable demographic. How do you get people to actually OPEN the emails you’ve painstakingly written and scheduled? Average open rates across many industries hover around 23 to 25 percent. You’ll get a higher open rate if your list is nicely targeted (a bigger subscriber acquisition question), and you’ll get a higher open rate if your brand is well regarded in its niche (ie, a recognized and liked FROM name). But what if you’re a startup just starting out, and you have none of this going for you? The number ONE problem with many startups’ email marketing is that they’re not doing it. But once they start, they face an even bigger problem -- one that’s lot harder to solve than just setting up your first welcome email and hitting SEND. Most of us are focused on ourselves, most of the time. Deeply, addictedly focused on ourselves. We just can’t look away. The problem is, your customers and your subscribers are just as deeply, addictedly focused on THEMSELVES as you are on yourself, your startup, your metrics that you’re trying to hit by the end of this week. They don’t give a fuck about your product, and they probably don’t even remember your brand’s name.
- It seems obvious, but the reality is that very few businesses are proactively re-engaging dormant subscribers, buying into the distracting sex appeal of new user acquisition. But, healthy growth is about a lot more than top of funnel activities.
- You want to send reactivation messages to a dormant segment of your list to move them up the food chain. Josh Egan’s User States model maps over to email marketing well, even though the exact intervals are longer when it comes to email subscribers.
- When it comes to email marketing, keep in mind that not everyone is going to interact with your emails every time you send. Most people may not even interact within a 28 day window, depending on how frequently you send those messages. For example, if you only sent 1 this month, and they didn’t open that one message, that doesn’t mean you’ve got a dormant user on your hands. Instead, subscriber engagement — and dormancy — need to be measured against the actual volume of emails that you send.
- Here are the 4 ONLY reasons for email list dormancy and/or churn: 1. Poor lead quality. You didn’t get high quality leads. For example, if you purchased or otherwise acquired a list that’s actually not a good audience match for your product or service. 2. Email frequency too high. You emailed too much and annoyed them, but instead of unsubscribing, they just went numb and started categorically ignoring all your messages. 3. Email frequency TOO LOW. Most businesses — but ESPECIALLY startups for some sad reason — harbor a senseless fear of being “spammy.” This is totally inane because what makes something “SPAM” is not its send frequency but its relevance and authenticity — both things you can easily control while still maintaining an aggressive campaign frequency. The sad truth is that infrequent emails trigger unsubscribes or “numb out” dormancy just as frequently. They simply can’t remember who you are or why your stuff is relevant to them. 4. Poor email relevancy. You sent content that was just plain BAD or not targeted. For example, you have been sending campaigns about women’s fashion to a bunch of young male subscribers. This sounds silly and obvious to avoid, but it’s not always that easy depending on your subscriber acquisition and tracking efforts.
- 1. A paid survey is a great way to do 2 important things at once: It’s an engagement device It collects customer insights At the end of your survey is a great time to offer people the chance to stay subscribed, or to unsubscribe, like in the earlier two templates in this section. 2. The subject line is full of psychological triggers. It leverages aspiration, authority and psychological anchoring to a big brand (Amazon), and it uses some great hot words: “You/your,” a number, and a dollar sign. 3. Cheaper than acquisition. This is where things become satisfying — you can set the dollar amount based on an estimate of your subscriber acquisition costs. For many businesses, paying $10 for a reasonably engaged subscriber is not a bad deal.
- What all’s going on in this template: 1. The subject line uses company name personalization (one of my favorite types). When we see our own first name in a subject line, we think… oh, it’s marketing. I don’t know about you, but no friend of mine has ever written me an email with a subject line starting with “Susan…” 2. It’s also really hard to say no to verifying something. “We’re going through our files to organize for the new quarter and wanted to verify…” If it’s wrong, we get an itchy urge to correct it. If it’s right, we want to reaffirm it. It also doesn’t seem like it’s a sell. 3. It includes a benefits-focused topic. “Are you still interested in email marketing for startups?” gages whether or not the client is still a potential lead. 4. The “>>” draws extras extra attention to the verification landing page that then opts the subscriber into a reengagement funnel.
- Have you tried data scraping tools? A friend of mine has recently built http://rocketreach.co (but there are others as well) which scrapes multiple (up to 50+) sources of data based on parameters that you give it, such as someone’s email address or their name. I have had a lot of success finding personal email addresses that way. Our identities are all tied together in the interconnected Google world… case in point: Screen Shot 2016-01-23 at 8.20.06 AM Using email addresses to create audiences for ad-based retargeting is the final tool in my reactivation toolbox. You can do retargeting that’s campaign-specific, offer-specific, or just focused around your brand and building awareness. If you’re a b2b business, or you otherwise only have people’s work email addresses, you can use a service like RocketReach to match those work addresses to personal, or directly to Facebook UIDs, to set up the foundation for your retargeting efforts.
- 1. You have nothing to lose. These subscribers are dormant already, so you really can’t “alienate” them further by sending them reactivation messages. 2. Choose ONE of these emails to send for reactivation; don’t send all of them because obviously they each reference a one-time question or opportunity. 3. Seek to understand why and when subscribers became dormant so that you can address your dropoff cliffs through remarketing via email and other channels. 4. NEVER DELETE SUBSCRIBERS because you can always use the emails for retargeting.