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Email Marketing Automation and Segmentation

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Learn why segmentation is important for your email marketing list and some of the powerful ways you can use it to increase your conversation rates by sending the right emails to the right people at the right time.

Learn why segmentation is important for your email marketing list and some of the powerful ways you can use it to increase your conversation rates by sending the right emails to the right people at the right time.

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Email Marketing Automation and Segmentation

  1. 1. Email Marketing Automation Taking advantage of automation to better segment your email marketing campaigns.
  2. 2. Email Marketing Automation Taking advantage of automation to better segment your email marketing campaigns.
  3. 3. Chris Klosowski Co-Lead Developer of Easy Digital Downloads Creator of Post Promoter Pro 💻👓🍺☕📢& @cklosowski chrisk.io
  4. 4. Sandhills Development, LLC
  5. 5. Restrict Content Pro Sandhills Development, LLC Meet our little monsters
  6. 6. Over 50% of the Population will have access to email by 2020 National Client Email Report 2015 by dbdata http://chrisk.io/i/dbdata-report
  7. 7. QUALITY QUANTITY
  8. 8. Not All Subscribers are Created Equal
  9. 9. Not All Subscribers are Created Equal
  10. 10. Not All Subscribers are Created Equal Open Rate 14.31% Unique Opens 10.64% Click Thru-Rate 100.95% When Using Segmented Campaigns
  11. 11. Not All Subscribers are Created Equal When Using Segmented Campaigns
  12. 12. Not All Subscribers are Created Equal When Using Segmented Campaigns
  13. 13. Not All Subscribers are Created Equal Bounce Rate ➡4.65% Abuse Reports ➡3.90% Unsubscribe ➡9.37% When Using Segmented Campaigns MailChimp Effects of List Segmentation on Email Marketing Stats http://chrisk.io/i/mc-research
  14. 14. Time is money
  15. 15. Time is money, especially when you are talking to a lawyer or buying a commercial Time is money
  16. 16. Time is money, especially when you are talking to a lawyer or buying a commercial Time is money …or when you’re trying to improve your conversion rates.
  17. 17. Conversion != Sale A user completing a desired task is a conversion.
  18. 18. Segmenting Users
  19. 19. Segmenting Users • Form Location • By Page • Blog Post Category • Pre-Launch • Specific Referrer • Documentation Views • Customer Lifetime Value • Expired Subscription • Products Purchased • Coupon Code Use • Purchased During Sale • Number of Purchases Made
  20. 20. Segmenting Users
  21. 21. Quick! Give Me 4 More Segments.
  22. 22. Quick! Give Me 4 More Segments. Anything, nothing is off limits!
  23. 23. Quick! Give Me 4 More Segments. Anything, nothing is off limits!
  24. 24. Quick! Give Me 4 More Segments. Anything, nothing is off limits! I want to be able to send _________ to users who _________ when ___________
  25. 25. New Affiliate
  26. 26. New Affiliate ➥ ➥ Added to Affiliates Segment
  27. 27. Lifetime Value > $1,500
  28. 28. Lifetime Value > $1,500 ➥ ➥ Added to VIP Customers Segment
  29. 29. Subscribed on article about eCommerce
  30. 30. Subscribed on article about eCommerce ➥ ➥ Added to eCommerce Segment
  31. 31. Segmentation is Wasted without automation
  32. 32. Segmentation is Wasted without automation Start With Your On-boarding
  33. 33. ➥Start Campaign About Optimizing Usage User Signs Up for Trial Period http://chrisk.io/i/groove-onboarding
  34. 34. ➥ Start Campaign About Optimizing Usage User Signs Up for Trial Period Frequent User Logs In 3 Times a Day http://chrisk.io/i/groove-onboarding
  35. 35. ➥ Start Campaign About Optimizing Usage User Signs Up for Trial Period Frequent User Logs In 3 Times a Day ➥ Start Campaign About Getting Started or Help No Activity http://chrisk.io/i/groove-onboarding
  36. 36. 10% Increase in trial-end conversion ➥ Start Campaign About Optimizing Usage User Signs Up for Trial Period Frequent User Logs In 3 Times a Day ➥ Start Campaign About Getting Started or Help No Activity http://chrisk.io/i/groove-onboarding
  37. 37. Segmentation is Wasted without automation
  38. 38. Segmentation is Wasted without automation Enable Abandoned Cart Recovery Yesterday
  39. 39. Segmentation is Wasted without automation
  40. 40. Segmentation is Wasted without automation ! 67.45% Abandon Carts ! 24% Technical Issue " 15% Connectivity Issue
  41. 41. Segmentation is Wasted without automation
  42. 42.
  43. 43. ➥ Super Important Client
  44. 44. ➥ Employee
  45. 45. ➥ Employee ➥
  46. 46.
  47. 47.
  48. 48. ➥ ➡
  49. 49. ➥ ➡ ➡
  50. 50. ➥ ➡ ➡ ➡
  51. 51. ➥ ➡ ➡ ➡ ➡
  52. 52. Segmentation is Wasted without automation
  53. 53. Segmentation is Wasted without automation 2 out of 3 Visitors Abandon
  54. 54. Segmentation is Wasted without automation 2 out of 3 Visitors Abandon $2,500 + .25 x $2,500
  55. 55. Segmentation is Wasted without automation 2 out of 3 Visitors Abandon $2,500 + .25 x $2,500 $3,125
  56. 56. Segmentation is Wasted without automation 2 out of 3 Visitors Abandon $2,500 + .25 x $2,500 $3,125 $625 x 12 = $7,500/year
  57. 57. Chris Klosowski @cklosowski chrisk.io

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