Driving Growth Through Email Marketing

@Growthhackasia (Growth Hacking Asia)
Driving Growth Through Email
Marketing
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Elements of a Compelling Email Subject Line

WRITE A COMPELLING EMAIL SUBJECT LINE
1) Use Actionable Language
- use verbs like “take”, “download”, “reserve”, “ask”, “buy”, etc.
- e.g. OpenTable: “Take Mum to Brunch”

2) Subject Lines Must be Brief, Clear and Can be Catchy (<35 characters)
- subject line has to be clear first and catchy second
- e.g. UrbanDaddy: A Hotel in the Middle of the Ocean.
Keep it Short The First 2 Words are Crucial

3) Align Subject Line Copy and Email Copy
- what your email subject line promises, the email message has to deliver
- for example:
- 54 New Data Slides for Your Marketing Decks → CTR of 26% (very
specific subject line with clear promise)
- Get Key Marketing Trends From the Marketing Data Box → CTR of 10.4%
(vague and less accurate subject line)

4) Personalise When Possible:
- list segmentation and targeting have enormous effects on email marketing
performance metrics

WRITE A COMPELLING EMAIL MESSAGE
5) Establish Relevancy
- remind the reader why they are receiving this email
Elements of a Compelling Email Message

6) Write in the Second Person
- writing in the second person means you orient the copy towards the reader, not
yourself

7) Talk About Benefits, Not Features
- explain to your recipients exactly how they can benefit from a new feature

Email Body Copywriting Checklist
● Does it provide value to the recipient?
○ Is it going to add more knowledge to my subscriber?
○ Is it going to solve their most pressing problems?
○ Is it worth the time reading?
● Can I scan it in 3-4 seconds?
● Do I understand the benefits, rather than just features?
Persuasive Copywriting - Examples

CALL-TO-ACTION
Use Actionable Language in Your CTA
- having a strong CTA is crucial to every email; it needs to be easy to identify and
understand
Elements of a Compelling Call to Action

Improve Deliverability
1. Use double opt-in
2. Purge hard bounces after one bounce
3. Purge subscribers who haven’t opened or clicked in a while
4. Do not include attachments
5. Avoid spam words (e.g. free, weekdays, %, etc.)
6. Keep message size to 40KB or less
7. Avoid purchased lists
8. Use a consistent, recognisable sender name and email
address

Spam Test Tool: Email Spam Test
http://www.emailspamtest.com/

STEP 1:
BUILD YOUR
CONTACT LIST

Pop-Up Opt-In Tool: Popup Domination

Pop-Up Opt-In Tool: Optinmonster
http://optinmonster.com

Opt-in Bar Tool: Hello Bar
https://www.hellobar.com

Slide-Up Form Tool: Unpop
http://getunpop.com

Targeting Popups via Personalisation

Shopping Cart Abandonment Popups

Abandonment Popup Tool: SumoMe
https://sumome.com

Webinars and Courses Tool: Unbounce
http://unbounce.com

Contests Tool: Gleam.io
https://gleam.io

Survey Tool: Qualaroo
https://qualaroo.com

Sweepstakes Tool: Woobox
https://woobox.com/sweepstakes

Step 1: Create Valuable Content
Content can be:
● Case Study
● Whitepaper
● Free Live Training
● Webinar
● etc.
TIP: post content on social
networks to see which “lead
magnet” is the most popular

Step 2: Define Target Audiences
Target Audiences:
1) Website visitors
2) Website visitors lookalike audience (1%)
3) Facebook fans
4) Facebook fans lookalike audience (1%)
5) Email list lookalike audience
6) Friends of people who have liked the Fan
Page
TIP: make sure to exclude your existing email list
since they have already opted in.
Insert Conversion Pixel:

Step 3: Create Landing Page
Recommended Tool: Lander
Best Practices:
1) Clear value proposition
2) Image
3) Clear Call to action
4) List of Benefits
5) Social Proof
FUNNEL: See Ad > Click Link > Go to Landing Page > Enter Your Email > Get the Promised Bonus

Step 5: Create Email Sequence
Email #1: To every subscriber
Subject: The thing you asked for
Thanks for checking out Videofruit! Here is the [insert name] bonus that you asked
for:[insert link to bonus]
Looking forward to helping you get started with [insert subject of bonus].
Quick question…
What is the #1 thing you are struggling with on [subject of bonus]? Hit reply and let
me know. Would love to help you out!
-Bryan
PS: The absolute most important thing to [insert desired outcome] is growing your
email list. Install my free list-building app to help you do that.
[insert link to list goal]
Email #2: To everyone who didn’t
install List Goal within a day
Subject: About your email list
Yesterday you downloaded the [insert bonus name]. Good first
step to [insert desired outcome]. However, the #1 most
important thing you need to do is to start growing your email list.
Why?
Check out what you’re able to do with even a tiiiiiiny email list.
Your homework for today is two-fold…
Action Item #1: Read the story linked above.
Action Item #2: Pick your list goal for the next 60 days.
Action Item #2: Download List Goal and use it to help you hit
your goal. Capisce?
Holler back at me if you hit any roadblocks.
-Bryan
TIP: Experiment with different subject lines & copies.

Step 6: Create Campaign
ACTION ITEM #1: SET UP TARGETING
1 Campaign
6 Ad Sets (1 per audience)
1 Ad per Ad Set

Step 7: Create Campaign
ACTION ITEM #2: Create the Ad (1 per Ad Set)
TIP: Make sure to remember Facebook’s 20% text rule in images.

STEP 2:
SEGMENT YOUR
EMAIL LIST

How to do Segmentation?
Females interested in Mexico travel deals, age 24-54, with
$35,000+ income, that opened our emails but never clicked::
Segmentation Criteria Characteristic
Personal interests Subscribers interested in
travel deals to Mexico
Demographics Subscribers with:
● Gender = female
● Age between 24-
54
● Income >
$35,000
Past Behaviour Subscribers that have opened
their emails at least once but
have never clicked on links
● Opens ≥ 1
● Clicks = 0

Example: Gender
Example: Clarks

Example: Interest
Example: Buzzfeed
Created lists for each different section of the website,
including:
● Food
● DIY
● Animals
● Books
● Parents
Set up separate subscribe opportunities for each list
that get shown in different areas of the website. So, for
example: If you go to our Animals page or a view a
post in the Animals category, you’ll see an opt-in for
the Animals newsletter.
Readers are self-selecting the content they are
interested in.
Following on from that baseline, they’ve since
launched a number of more sub-categorical lists
around popular topics.

EXERCISE #1:
Step 1: Pick a company of your choice
Step 2: Develop 2 detailed list building strategies
(e.g. what pop-up to use, where to place it, what lead magnet to create, how to
collect segmented data, etc.)
Step 2: Create 4 highly targeted segments

STEP 3:
SET UP AUTOMATED
WORKFLOWS

Shape Customer Journey with Triggered Emails

Welcome Email
Goal = Educate recipient about how to use the product and upgrade them from free to paying
user

Getting Started Email
user

Status Email
Status Email
user

Re-Engagement Email
Re-Engagement Email
user

Case Study: Hootsuite’s Welcome Workflow
GOAL: to take someone who expressed interest in your products and gets them to make a purchase,
with the idea that they will become a returning shopper.

Assistance Email Product Email Product Boost EmailWHAT
WHEN
3 days after
signup
2 weeks after
signup
3 days after
product email
Coupon Email
3 weeks after
product boost
email

Welcome & Assistance Email

Products Email

Product Booster Email

Coupon Offer Email

EXERCISE #2:
Step 1: Use the same company as in Exercise #1
Step 2: Choose a goal
(e.g. upsell customers, welcome workflow, upgrade customers, educate
customers, etc.)
Step 3: Develop a 3-email workflow

STEP 4:
SET UP BEHAVIOURAL
TRIGGER EMAILS

Behavioural Emails
What is Behavioural Targeting?
1) Build up an individual profile for each of your subscribers
2) Behavioural email campaigns are based on the actions that your customers do (or
do not take) when interacting with your business. This allows you to send emails that
truly matter to each individual recipient
3) The information you should use when creating a behavioral campaign is everything
from basic customer attributes (age, location, last time on your site) to their most
recent actions on your website (signed in, viewed product X, used feature Y,
completed checkout)

Case Study: Envelopes.com
User Journey
Landing Page Category Page Product Page Cart Checkout Thank You
Category Email Category Email Cart Abandonment
Email
Checkout
Abandonment Email
WHAT
WHEN 11.30am on day
after
abandonment
11.30am on day
after
abandonment
48 hours after
abandonment
24 hours after
abandonment

Category Email
Email Layout:
● Product image
● "Thank you" message
● "Shop now" button
● Options to shop

Category Email - Results
Recipients:
Email was sent to anyone who has provided an email address, spent
at least four minutes shopping, and failed to complete a purchase.
RESULTS
● Open rate: 44.28%
● Clickthrough rate: 7.08%
● Conversion rate: 21.33%

Shopping Cart Abandonment Email
Email Layout:
● Product image
● "Thank you" message
● "Shop now" button
● Options to shop
Email Layout:
● Headline + relevant image
● Call-to-action
● Products

Shopping Cart Abandonment Email - Results
Recipients:
A shopper who abandons items in a shopping cart on the site without
buying receives an email from Envelopes.com about 48 hours later.
RESULTS

Checkout Abandonment Email
Email Layout:
● Headline + relevant image
● Call-to-action
● Products

Checkout Abandonment Email - Results
Recipients:
Email was sent to anyone who has provided an email address, spent
at least four minutes shopping, and failed to complete the checkout.
This campaign also sends two reminders to shoppers who do not
convert. These are very similar to the first message with slight
changes.
RESULTS

Behavioural Emails: Examples
Lifecycle Emails
These emails are designed to spark very
specific actions in the customer lifecycle —
anything from completing a profile to adding
team members.
Transactional Emails
Re-Engagement EmailsUpselling Emails
Transactional emails — receipts, invoices,
notifications, reports, etc. — are opened at up to
8x the rate as compared to promotional emails.
Did you know that just 25% of free trial users
actually convert to paying customers?
That’s where upselling emails come in: last-
ditch efforts to engage an inactive user or
expiring free trial.
It’s important to understand that customer inactivity
comes in different flavors:
● Initial inactivity, where a customer hasn’t
completed your onboarding process
● Partial inactivity, where a customer is only
using part of your app or service
● Complete inactivity, where a customer isn’t
engaged at all

Lifecycle Emails
Milestone Email Browsing History Email

Transactional Emails
Report Email Notification Email

Upselling Emails

Re-Engagement Emails
Initial Inactivity Partial Inactivity

Re-Engagement Emails
Complete Inactivity

Trigger Tool
http://www.activecampaign.com

Trigger Tool
http://www.getvero.com

EXERCISE #3:
Step 1: Use the same company as in Exercise #1 & 2
Step 2: Choose a goal
(e.g. increase purchase completions, increase sign-up completions, etc.)
Step 3: Develop 2 trigger emails

Frequency
5 Steps to Determine to Optimal Email Frequency
Step 1: Establish your hypotheses For example: “Increasing our email frequency from
once a week to three times a week will increase our
click-through-rate by 35%”
Step 2: Choose a list segment Select one segment that you will test and make
sure it’s sizeable enough to provide meaningful
data.
Step 3: Establish baseline metrics Establish your current performance metrics for the
sample you are testing with
Step 4: Create and schedule your test emails Create and schedule emails based on general
email marketing best practices. Do not experiment
with subject lines, etc. as this would skew the
results.
Step 5: Measure and analyse results Measure your results against the hypotheses you
established and the baseline metrics.

Email Strategy Development (SaaS)

Email Strategy Development - “Warm up” Leads
Facebook Custom Audience

Twitter List Audience

http://liveramp.com/

OPTIMISATION:
MAXIMISE OPEN
AND CLICK RATES

Key Metrics
METRICS
Delivery Rate
Open
Clicks
Bounce
Unsubscribe
Spam
GENERIC BENCHMARKS
90 - 98%
7 - 30%
0.2 - 3.2%
0.5 - 2.2%
0.45 - 0.13%
0.027%

What to Optimise
● Subject Lines
● Sender Name
● Personalisation / Salutation
● Body Copy
● Image
● Call-to-Action
● Mobile Optimisation

What to Optimise
Subject Lines
Subject Line Subject Line
%
Open
Rate
%
Click
Rate
%
Conversion
V.1 Free Internet Marketing
Webinar
Free Internet Marketing
Webinar
18.7% 3.1%
V.2 Invitation to Internet
Marketing Webinar
Internet Marketing
Webinar
21.8% 4.4%
V.3 Special Invitation to
Expert Marketing
Webinar
Internet Marketing
Webinar
21.4% 3.3%

What to Optimise
Subject Lines

What to Optimise
Salutation
● A: [Vero] The free trial ending email that works
● B: The free trial ending email that converts
The word 'converts' resonates more with Vero’s (conversion rate optimization)-focused audience
and resulted in a 15% increase in opens and a 50% increase in clicks,.

What to Optimise
Personalisation / Salutation

What to Optimise
Body Copy
Version 1: 1.6% Conversion Rate
Version 2: 3.2% Conversion Rate
Body Copy Variants to Test
● Shorter versus longer
● Bullet points
● Numbered list
● Question and answer
format
● Only one sentence and a
call to action

Tool: Hemingway Editor
http://www.hemingwayapp.com

What to Optimise
Images
After A/B testing these two, click through
rates increased by 378%
The changes they made in the second
campaign helped Unhaggle achieve a
massive 32.4% click through rate.
Image Variants to Test:
● One versus multiple images
● Text on image
● Screenshot of a video
● Call to action incorporated in
image versus call to action
separate of image
● Animated GIF

What to Optimise
Call-to-Action
The second (30-day Free Trial) CTA increased signups by 110%.

Mailchimp A/B Testing
http://mailchimp.com

EXERCISE #4:
Step 1: Use the same company as in Exercise #1 -3
Step 2: Choose an email element to A/B test
Step 3: Create content A & B

Driving Growth Through Email Marketing

Driving Growth Through Email Marketing

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