The good news? You have a healthy list of email subscribers! The bad news? The average email list churns by about 30% annually. Simply having a list does not a successful email program make. In order to produce the best possible ROI with email, you have to have a solid strategy in place every time you press "Send" – and that can sound like a pretty tall order.
Join Jamie Bradley (Emma) and Ben Jabbawy (Privy) as they share their most effective tips and stellar examples from brands like Goldieblox and Mario Batali. Don't miss it!
Jamie: Hello, everybody. Welcome to today’s presentation, “From Signup to Conversion: Top Tips for Increasing Your E-mail ROI.” First, a little housekeeping before we get started. We are going to send the recording, actually a very special recording, of today’s presentation out to you. Ahead of that, we will send the slides your way. So if you have to hop off or you just wanna share this with a friend, don’t worry we’ve got you covered. Also, you can follow along on Twitter. Our handle is @emmaemail. And the # is emma+privy. And actually Ben, who…A sneak peek. I’m here with Ben Jabbawy, from Privy what’s your handle on Twitter?
Ben: Oh, yeah, we’re just@ privy on Twitter.
Jamie: Easy enough, perfect. Also, one last thing if you guys have questions, please type them into the chat module in the GoToWebinar. We will be scooping those up as we go through. You can also tweet at us. We’ll be watching in there too. And we will have time for Q&A at the very end. So hold on to your questions. You’re muted, but we hear you. So I know I kinda gave it away. I’m here with Ben Jabbawy. He is the founder and CEO of Privy. He started Privy after helping his parents market their small businesses, having seen firsthand the incredible ROI of e-mail as compared to other popular distribution channels, which we love.
Thanks to great tools like Emma designing, sending e-mails to existing customers has gotten so much easier over the years, he says, but the process and tools for growing e-mail lists has been lacking or custom-built. And that was the inspiration behind Privy. So we are very excited to have you here today with us, Ben.
And I am Jamie Bradley. I am a content marketing strategist here at Emma. That means I basically get to come in every day and hopefully develop content that helps people do their e-mail marketing just a little bit better than they did it before and help us here at Emma do our e-mail marketing a little bit better than we did it before because we’re all in this together. So very exciting stuff. So I’m actually I’m gonna let… Hold on. I’m having a technical snafu here. There we go. Oh, gosh. All right. I’m gonna have Ben, tell us a little bit more about Privy. We know his origin story, but tell us more.
Ben: Yeah, thanks for having me down here in Nashville.
Ben: I’m excited to be here. So Privy, we’re a platform. We’re gonna give you the tools you need to capture e-mails and sync that data and those subscribers to your e-mail marketing platform like Emma. Today, we’ve got 30,000 marketers that rely on our platform for things like popups and forms, landing pages and much more.
Jamie: Exactly, and again at Emma, we integrate directly with Privy. And they provide some amazing tools. We’ve been around for about 12 years. We provide best-in-class, we like to think, e-mail marketing software and services for over 50,000 organizations of all shapes, sizes, verticals, you name it. Our features include mobile-ready design templates, e-mail automation, audience segmenting, and dynamic content and, again, integrations with top CRM solutions, Privy, e-commerce platform, social networks and more.
So if you wanna e-mail anyone about anything at any time we’ve got you covered, but we’re here today again to talk about how these tools of…these list script tools and e-mail tools can help us get the most out of our customer experiences and generate some killer ROIs. I’m gonna kick it over to Ben. He’s gonna guide us through kind of what that looks like from their end. And then I’ll take over on the e-mail side.
Ben: Awesome. Thanks, Jamie. And thanks again everyone for listening in today. So today we’ve got, you know, businesses like restaurants, retailers, publishers that use our suite of tools to grow your list. And our differentiating factor is our focus on design, creating on brand experiences, the simplicity by which you target those campaigns, and, of course, a belief in supports.
And just to kinda set the stage for list growth, I think it’s interesting to look at what people consider a classic marketing funnel. And typically your focus is gonna be on moving leads down that funnel, but one of the things that we like to talk about is that even before you’ve captured that lead, there’s this whole kind of unknown element or portion of the funnel that you should be taking a look at. And if you’re not already thinking about your funnel that way, you should be because there’s different things that you can detect about your unknown visitors that you can be using to target them and convert them at a higher rate into subscribers. And if you’re listening in today, the chances are you’re probably using a great product. Hopefully you’re using something like Emma. And Jamie’s gonna focus on what happens after someone enters your funnel. And I’m kinda dive into some tools and the strategy for the top of the funnel, the unknown portion, before converting your leads.
All right, so let’s jump into list growth. So the concept of growing your list is pretty interesting. If you just run a search, you’re gonna see a ton of options for buying lists and buying leads. And please, please, please, you have to stay as far away from that as possible. Your ESP that you’re using will hate you. And it won’t work out long-term.
Jamie: Now, we won’t hate you, but we will hinder you from using this list, yes, yes, yes. And we can discuss why in more detail, if you need us to but…
Ben: So list growth, on its own, it’s really a combination of strategy and tools. And, you know, despite everything out there, there’s no secrets that’s gonna kinda skyrocket your list growth through spammy tactics. So let’s talk about what works. So a little bit about the strategy and the data behind what works today is what we’re gonna focus on.
Jamie: It’s like I’m playing chess.
Ben: All right, so Microsoft put out this awesome study. And it’s really no surprise, but 89% of consumers are actually willing to share personal information in exchange for clearly-defined benefits. Right, so what does that mean? We will walk through a lot of this, but it doesn’t necessarily mean that you have to offer a coupon in exchange for an e-mail, but clearly defining the frequency of your e-mails and the benefits for joining content that they’ll get other things like that is really kind of how I want to frame your mind as you start to think about list growth.
Ben: Yeah, as you’re getting started around your strategy, you really need to take a couple things into consideration. First, different campaign types. So is this an offer, is it just kind of a promise of content, or is it just kind of a traditional join our e-mail list form? You’re gonna wanna think about how you’re gonna display that to user. What device they’re visiting on? Are they coming from Yelp or Facebook? What’s the targeting of your campaign? And then if they actually match all of that criteria, what sort of triggers are you gonna use to display your campaigns?
All right. So now, I wanna just walk through a couple different examples of different campaign types that you should be considering. So this is an example of Starbucks. And in the footer of their site, they’ve got one of these very generic-looking embedded forms that just says, “Join our email list,” not really focusing on an offer here, just kind of making it easy for someone to join. They may see some improvement, if they talk about the benefits or the frequency of joining that newsletter, but just so you know, this is something that we call just a traditional signup campaign.
This is a example from the Tradesy site. So this is what we would describe as an offer where you’re actually mentioning a specific incentive that they will receive immediately after registering for your list and can be incredibly effective. And one of the things that we like to do at Privy is look at all the different campaign types that our marketers are using and then evaluate kinda the benchmarks and conversion rates that you can expect.
So if you’re just getting started with a embed form like a sign up offer a signup form like the one we saw in Starbucks, you should probably be landing around 1%. If you’re offering a specific promo code or coupon or piece of content, we see that climb to about 5%. And then there’s this concept of an Enter to Win, which everyone’s familiar with.
Ben: Which is a little bit like rolling the dice and playing the lottery.
Ben: But in those campaign types, conversion rates can really skyrocket, as you see here.
Jamie: Would you say with the interest [inaudible 00:09:12], yeah, I mean, obviously that’s a giant number, but like you said it’s rolling the dice is the… So would you suggest a mix of all three of these or all of these working in tandem to make sure the quality-quantity balances?
Ben: Yeah. And I think we’ll dive into kinda the getting started strategy, but I think the key here is really just understanding based on the different brands that you work with and who you are as a brand. Some of these may make sense. Some of them may not, but as long as you have something to compare your current list growth effort to in terms of conversion rate, we find it be really helpful. And one of the things that we found is among all the different kind of components and triggers and targeting techniques that you have at your disposal, the campaign type alone carries the largest impact on the conversion rate.
Jamie: Nice. Let’s take a look at… Oh, yes, this is my favorite slide I think.
Ben: Yeah. So to pop up or not to popup? That’s the question right? So you know, typically when you hear the word popup, you have an immediate reaction. And for many people, you cringe, right? And that’s okay. So I wanna just make something clear. When you’re thinking about list growth, don’t immediately think of the word popup because that’s not the only tool you have at your disposal. You could be using banners, you could use kind of more subtle e-mail bars, which is what you’re seeing on the bottom left, or you could even kind of think of some really well-placed embedded forms.
Jamie: Let’s look at the conversion rates for all of those.
Ben: Yes. So from this is the same report that we pulled from over 5,000 marketers, about 100 million data points. And what we found is that actually the banner converts the best. And it’s a little bit less in your face than a popup. Yet, it’s still gonna be a little bit more interactive and carry more of a presence than the e-mail bars, which feel like they just kind of disappear into the flow of your sites.
Now, that you’re you’ve decided what campaign to run, you at least are starting to experiment with some different display types, let’s get back to the whole unknown element of the funnel. So the whole thing here is that when someone lands on your site or any one of your distribution channels, you may not know who you are… who they are, but you wanna think about things you can learn about them to create what at least feels like a relevant personal experience.
So things like the location of the user which is something you can grab from their browser. How they landed on your site? So did they come from search terms in Google or Bing or did they come from Yelp? The device that they’re on. What page they landed on, on your site. What page they’re bouncing on from your site? And things like how many times they’ve actually been to your site or the number of pages they’ve looked at in this current visit. The key is you wanna leverage these things and present them with the right opportunity at the right time without being too creepy.
Jamie: Right, you don’t wanna scare people now.
Ben: So if someone matches the audience targeting that you’ve got set, then you’re gonna wanna think about what is a specific trigger that makes sense to display that campaign. So what you’re seeing on the left here in this beautiful gift is just using the time on site as your campaign trigger or for B2B or blog content publishers, you…probably in your own experience you’ve seen scroll percentage where you can set things like if the user has, you know, scrolled 25% or 75% or 100% of the page, then show the opt-in form.
And then exit intent is an incredibly effective way to address the really high bounce rate that you may have on your site, if you’ve ever poked through your Google Analytics. And that’s where you track the mouse movement of the user and display the campaign, if you track that they’re actually going to close down the site.
Awesome. So this is a great example of something from The Hustle that we found where they’re actually using a time-based opt-in form. And I think the key with time-based is to put yourself in your visitor’s shoes. So, you know, if you’re a publisher, you may wanna wait a little bit. Give them a chance to read through, you know, the majority of that post before they’re presented with this versus say, if you’re e-commerce site and it’s a first-time visitor, maybe it makes sense to try to capture that lead up front with a offer that loads immediately when they land on the site.
Scroll percentage. So this is really effective for B2B and actually is something we use in our own marketing. So if someone’s gonna scroll, you know, whether it’s a blog post or a pricing page and they scroll down and they’re looking at all the features that you offer for your product, when they reach the bottom of the page, you know, that’s a signal of intents. And that’s an incredible trigger to use in that example.
Ben: And then the exit intent. You know, the thing about bouncing traffic is that it’s literally worthless to you. There’s a high chance that those people will never come back. And you may have a high bounce rate. That’s just kind of the nature of web traffic. So exit intent is a fantastic time when someone’s literally about to leave your site to present them with some, you know, last-ditch effort of trying to get them to convert.
Jamie: I think the first time I ever encountered one of these, which, by the way, I am fairly positive it was a Privy customer…
Jamie: But the first time I ever encountered one as a nerd, I was so delighted. I was like, “Oh, my gosh, it’s new.” I was like…
Ben: It’s kind of freaky.
Jamie: Yeah, it’s freaky but also the thing that I love about this example is that they’re calling out that they’re doing it. And I think that transparency in some of these, you know, the language people are using on them is great. Like you said, “Don’t be creepy.” Like, people are not stupid. They know that you’re using a tool. So I love it.
Ben: And just on that note, like, keeping your campaign content, you know, obviously you need to match your brand, but in some cases, don’t shy away from light and kind of snarky comments, especially on bouncing traffic.
Jamie: Right, exactly.
Ben: So we thought it be cool to look at a couple share clients between Privy and Emma to talk about some concrete examples of what they’re doing. So this is GoldieBlox. They’re a e-commerce brand. And they do a great job. This is kind of what I would describe for everyone and prescribe for just getting started. So they keep it really simple. They’ve designed a popup that really fits the brand look and feel. And within just a couple months, they’ve added over 7,000 new subscribers. And they’re converting over 3% of their website traffic through this site-wide campaign.
Jamie: Which is awesome.
Ben: This is Mario Batali. So they’re doing an incredible job. They’ve added 35,000 new subscribers without any couponing or offers whatsoever. So this is something that, if you’re a B2B business or B2C but a high-end brand, you should really think about. What they do is every season they put some really great design resources into building seasonal recipe books and cookbooks. And all they do is they actually gate that content with e-mail capture. And they’ve literally doubled their e-mail list without any coupons just through, you know, a couple of these campaigns over the course of the year.
Jamie: And I think the thing that is so interesting is that you actually wouldn’t typically expect this type of content marketing from a brand like Mario Batali, which is more of a B2C sort of lifestyle brand, but, you know, this technique is so applicable to B2B audiences. And I think it’s neat to watch, you know, more retail-specific brands kind of dipping into this because it’s super effective.
Ben: Yeah. This is another awesome case study. So this is Bruegger’s Bagels. They are Privy user. And what they did was they just made a minor tweak in how they were kind of running their regular in-store coupon process. And they just added an e-mail gate in front of that with the ability, through Privy, to track who’s using these offers and keep them to single use, as well. And what they found is just by running the same coupons and offers that they normally would over a one-year period, they’ve added over 400,000 new e-mail subscribers and tracked 50,000 in-store purchases of people
Jamie: That’s not too shabby.
Jamie: That’s a lot of bagels, guys.
Ben: Right, pretty sweet.
Jamie: That’s awesome.
Ben: And then for e-commerce folks out there, I know we’ve got a lot of users in the e-commerce space. This is an example of a abandons cart popup. So a lot of times, people will run abandoned cart e-mails. So if you have that e-mail you’re sending an e-mail, if they don’t complete the purchase. One of the things that you can do is actually target users who have added a product to their cart and are leaving the site before they’ve completed the purchase. To try to keep them on the site, you could just show a coupon code or you could capture their e-mail in exchange for the coupon code. And these guys have added over 50,000 subscribers. They convert 10% of the traffic to their site. And it’s had just a huge impact on the bottom line for them.
Jamie: That’s great.
Ben: Yes, so just kind of as we come to a close on the list growth portion, one of the things that I think is really effective that we’ve seen is when marketers really matched the contents of their opt-in forms with the user journeys. So this is just a quick screenshot of someone searching for a contemporary leather couch. And then, you know, as a marketer what would you prefer to present them with, right? On the left, you’re seeing just a generic opt-in embedded form that has nothing to do with that user’s journey. On the right, just an example of a screenshot of something that really matches their search terms that brought that user to your site. So obviously, you’re gonna have a lot more success, if you can kind of make those opt-in opportunities feel personalized to the journey.
Ben: And a couple other ideas. So we just talked about matching the content with the journey. You may wanna match the content of your opt-in form with the product or the actual page that they’re looking at, keyword matching and then, you know, thinking about the user journey in terms of the referring site. So if someone lands on your page from Yelp, you may wanna be thinking about a different experience and opt-in opportunity than if they came through an e-mail campaign that you just sent out with Emma, as an example.
And lastly, you know, if you’re just getting started with list growth, I can’t stress enough, like, just start simple. A simple generic opt-in form is gonna be better than none. And you’ll get a baseline understanding of what’s working and what’s not. You can kinda set it and forget it. And as you warm up, then you can start to do some of the more interesting things around targeting and personalization that will really accelerate your efforts.
Ben: And hopefully, in no time, you’ll be converting way more people from unknown to know.
Jamie: We did it. That was awesome. And you know, obviously, like Ben was saying, it’s really been interesting to work in e-mail marketing and watch how we really have gone so much further than just the sort of sad embedded form, you know, which those are not bad. They all work together. They can all work in conjunction, but I think just the diversity and how you can sort of capture the unknown to make these experiences better is really exciting and exciting to us here at Emma because if you have more data on the front end about your people, then you can be better e-mail marketers. And you can’t be an e-mail marketer though until you use tools like Privy or at least just some sort of tool to get and not purchase e-mails.
So once you have that magical e-mail address, at the very least, then you can start to get a little bit more serious about how you communicate with people and sort of start a dialogue with e-mail. And, you know, I’m not just here talking about e-mail because it’s fun and I work at Emma, and we do e-mail marketing. It’s actually a pretty popular place to hang out online. In fact, 94% of people when polled in this particular study, which was pretty far-reaching, said that they get online to check e-mail primarily. And number two is that they get online to check search engines. Think of how often you Google contemporary leather couches versus how often you’re actually in your inbox. And honestly, I mean, for me, I mean, I think we also have a stat. The average office worker checks their email 30 times an hour, which is just mania.
It’s crazy, but, you know, long story short we are spending a ton of time in our inboxes. And also furthermore, just, you know, to Ben’s point this is also space where I have asked you or given you permission…whether I wanna coupon code or I just wanna get closer to your brand and what you do I’m giving you permission to be in the space. And so that inherently has a lot more power than let’s say, like, a banner ad or something of that nature. And as a brand, it’s pretty beneficial to you because, you know, once you’re in this space, you can do some pretty magical things. Our e-mail can actually be pretty powerful for you to the tune of around, you know, $45 for every dollar spent with e-mail, which is pretty exciting. So, you know, simply put e-mail marketing, you know, is more than double that of every other digital channel, you know, which makes sense.
You know, you’ve got search display catalog. That’s always made me giggle, but yeah, it makes sense. Also, you know, furthermore, 66% of online consumers have made a purchase directly as a result of receiving an e-mail, which is pretty cool, but again, you know, one thing I like to say is that e-mail isn’t magic. You actually have to be strategic, you know, before I ever give you my e-mail address, but you certainly have to once I part with that because it is important to me. And growing your list is pretty vital because year over year, you’re gonna lose on average about 30% of that list, which is not actually, you know, a scary thing. It’s just sort of, you know, being aware of the landscape that you’re operating on with e-mail.
You know, when you lose people, that’s okay. And we’re gonna talk a little bit about when it’s all right for people to say, “Sayonara,” to your e-mail list. And we’re gonna focus on tips and tricks that kinda help you, you know, have the best quality people on that list, not just gigantic volumes of them. There’s a balance there. So when I do give you my e-mail address though, it’s really important as an e-mail marketer that you do a couple of things. You know, as Ben talked about, get to know me. Try your very, very best to get to know me because if you do, it’s not just gonna feel nice and fluffy. It’s actually gonna be much more beneficial to your efforts because we’re not doing this for health, ladies and gents.
Relevant e-mails drive 18 times more revenue than these sort of batch and blast e-mails. And just like the static form, it’s okay to send a mass e-mail. That’s all right, but gone are the days when that’s kind of the only thing that you can do with e-mail marketing. As we have evolved and changed as consumers, e-mail marketers have had to evolve and change. And our tools are here to match it. So going back to GoldieBlox, what happened when I gave them my e-mail address?
Well, I got this e-mail. And this actually…like we said earlier, they’re actually an Emma customer and a Privy customer. So I filled out the magical Privy form. And then I’m greeted with this amazing experience. And so what I like to point out about this is that they’re making good on the promise that they actually made in that form. So I’m getting the code. I’m getting a 10% off discount. Also, the branding you know, they made this beautiful form in Privy. How sad would it have been if I got into this sort of lackluster e-mail in my inbox three days later? Instead, I got this immediately. It’s cohesive. It’s expected. And I’m immediately in a dialogue with this brand and receiving the thing that I wanted and, you know, having a great experience.
As great as this e-mail it is, what we like to say is that there’s even more power in a whole series of e-mails. And so sort of the next wave, sort of the next table stake, isn’t just having that welcome e-mail. It’s actually having a series of e-mails because if you think about it, you know, while there are tools that can give you lots of great data on the front end and help you know a little bit more about that e-mail address, it’s also really nice to just have people participate in this dialogue and perhaps maybe give you a little bit more information and-or just get to know your brand a little bit better.
So with one touch, you can automate kind of this extended hello, which is really nice. And again, like I said, we’re not doing this for health. Welcome notes alone can increase long-term branding engagement by as much as 33%, according to chief marketers. So it’s not just that it feels nice or that it’s expected, though it is expected. I think I have the cite here. It’s 75% of your subscribers are expecting to receive that e-mail immediately. So if I give you my e-mail and you don’t send… put something in my inbox almost instantaneously, people are testy and they forget. So strike while the iron is hot because it feels nice. And also, I’m expecting it.
And so when we look at the series, a lot of people typically ask us, kind of, what’s a good frequency cadence what have you? First and foremost, number one, it needs to match the offer that they were given. It needs to hit their inbox immediately. This one if, you can see it, it’s kind of small, also, 10% off, which is pretty standard sort of first touch point, but e-mail two, three, four, e-mail two, show me a little bit more about your brand.
The first one can just be a nice brand impression, maybe that discount, sweet short and simple.
E-mail two, feel free to show me a little bit more about your product offerings or what you’re all about or whatever it is that you do. Just sort of peel back the curtain a little bit. And that’s it. It’s just a nice touch keeps your brand top-of-mind. It reminds me that I actually opted in. E-mail three, we often sort of recommend this might be the spot where you stick some social proof or a case study or a quote. It can be super simple, but again, it’s just telling me a little bit more about your brand, telling me a little bit more about the experience.
And then maybe that fourth e-mail or further down into the process, that’s when you can actually sort of consider that we’ve been on a couple of dates. You know, you can be a little bit bolder with your call to action. And ask me maybe to download something or take a tour or chat with the sales rep or, you know, do a demo, whatever your main sort of call to action is as a business, your main business goal. This is sort of the place in this process where it’s okay to ask for that, but right out of the gate, you’re probably not gonna do the hard sell, but I love to point this out and spend a little bit of time here.
So when we do talk about kind of that relevancy, again, this is just one data point, one little piece of information that I’ve given you, which is an e-mail address, but you can also use this to maybe learn a little bit more about me, if you just got my e-mail. And then you can start to send sort of basic automated e-mails like a birthday greeting, which a lot of people think they’re cheesy. If you’re not a retailer, it may seem a little off-base, but I love this one because it’s a credit score company. This is not… You know, I’m not getting free lipstick or whatever. I’m assessing my credit score, but they’ve still made this experience feel nice because they only had one piece of data about my colleague Christina.
And that was her birthday. And I love this stat. Birthday e-mails can lift conversion rates by 60% over non-birthday e-mail messages with the same offer. And really what that is, it’s not the magic in your birthday. It’s more that this is hyper-relevant to me as a consumer. And it makes me feel special. And it gets my attention because I’m probably trolling my inbox for deals, but you don’t have to just do a birthday. Dates are a really easy way to immediately start segmenting though beyond what you’re learning and knowing.
So it could be an anniversary of when I subscribed. It could be the anniversary of my first purchase. It could be three months after my first purchase. It could be six months after I’ve signed up. You want to check in on me. Date-related events are a really easy piece of automation. And they’re kind of that cornerstone of a good nurturing process. And as you can see here with this stat, leads who are nurtured with some sort of targeted content, even if it’s really basic to you as the marketer on the other end, they actually can increase, you know, sales opportunities by 20%. So just a little bit can get you further and further into sort of that conversion point.
And also 64% of consumers say that just the general experience that they’re having with your brand is more important than the price when they’re choosing a product. And so when we talk about nurturing, it’s not just a means to your ends as the marketer. It actually, again, makes this feel tailored. We’re all smart. Especially, in the B2B space, I know that I’m getting served an exit intent popup, you know.
I know what it’s called, but that experience feels nice that, hey, that marketer took the time to actually write that copy, put that strategic touch point in. And it gets my attention whether I know what’s kind of, you know, the great and powerful Oz behind the curtain. And it’s not just important because it feels nice. Again, these personalized e-mails actually can deliver six times higher transaction rates, but 70% of marketers at this point are still behind on this. They’re not using all of the data or they are not thinking of the data that they need to need to serve these because let’s be honest. It’s easier to send a batch of blasted e-mails or it seems that way, but we can help. We can help you out.
So, you know, I’m getting these e-mails. I have given you my address. You know, I’m lucky to be on your list because you care about content relevancy. None of this matters though, if I don’t actually open the e-mail. And so as much as we can talk about advance segmentation and get really in the weeds with this step, there are still some basic tenets of e-mail marketing that are often overlooked and should not be because the from name in the subject line will make or break this sort of…this open or this experience.
You can’t convert me, if I don’t open your e-mail. And the reason I love this example, if you look here on the left, the only e-mail that I’ve opened is from Cynthia Price, who is my boss. And the subject line is, “Important.” It’s a forward that has the words “business development” in it. I’m going to open that e-mail from Cynthia before I open the one from cracked.com or even Amy, my other colleague, even though she’s great, but, you know, case in point, you are not going to trump Cynthia. And you’re not competing in the inbox with my competitor or your competitors or other brands.
You’re actually competing with people that actually know me, that actually have meaning. And so when we think about open rates, when we think about subject lines, you have to actually think in human terms a level up in context with all of the things that are happening in the space, not just, you know, the person that does the exact same thing that I also might be, you know, on their list. So also, I love to point out… This is a pretty urgent subject line. Subject lines that create a sense of urgency and exclusivity can give you a 22% higher open rate. So if something’s on fire, I’m more likely to pay attention to it, but again, sort of that relevancy personalization.
It’s also kind of a misconception with e-mail personalization that that’s shoehorning my name into the subject line and saying, “Jamie, open this e-mail.” Again we’re all smart. We know that… and then that’s definitely a tactic you can use, but true personalization is really like Ben, was saying sort of going from top to bottom and creating an experience from the first touch point when I give you my e-mail address or before I give you that e-mail address all the way to the subject line, to the content, and creating sort of this cohesive relevant through-line.
So the subject line here, it’s personal because it’s just addressing me. It’s saying, “You’ve been somewhere.” And then I open this e-mail from Uber. And it’s actually about me. So personalized subject lines can lift, you know, your open rates by 22%, as well. Oddly enough, that’s from Adestra, and testing subject lines with different levels of personalization, as long as they sort of match the content and set up the experience. I’m gonna have a great place to start with kinda tinkering with things like open rates and that sort of thing, but again, it’s all about context, who are you competing with, how are you being human.
And again just putting my name in it is not does not a personalized subject line make, but what can you do to get even more personalized? Like Ben mentioned, there are all of these data points before I even enter the funnel that you can be paying attention to. And if you’re able to take that data and serve content once I do part with my e-mail address that’s relevant, then you are really ahead of the curve. And he mentioned location. And that is a huge one sort of in the e-mail marketing space because it’s where I am. You know, where I’m located, that could be of an even more visceral experience. Especially for someone like a retail brand, they have the double goal of not just showing me product, they’re probably trying to get me to go to a physical location.
So that they actually point out that they know where I’m located. They’re serving me this location whether I’m in Nashville, or I’m in Boston, or wherever it might be. This is just creating experience that shows that they care about the journey that I’m gonna have with their brand, no matter where I am. Also, and this is just e-mail specific, when you put a location in an e-mail, even if it’s not smart data, even if it’s just you manually put that data in there, if the location when I interact with that piece of them, the mailing, drops me on a localized site and not a general site. Like, the landing page that I go to, if that’s still about Nashville, I’m much more likely to convert. And I think it’s from Ballyhoo, 8 to 12 times more sales, which is crazy. So just carrying that through from top to bottom is super powerful, but it’s not just our B2C friends that are using smart relevant content by any means.
And this is Return Path. They’re what we would consider kind of a B2B technology provider in the e-mail space. That’s of lots of jargon I just threw out there. And they are doing some amazing segmentation. And I love this e-mail for a lot of reasons. First of all, their subject line is adorable. Return Path is not a brand and no offense to them that they don’t necessarily do an adorable service, but the goal of this e-mail is to being engaged with me because I have not been active. When we say saying hello in the right ways and sending that welcome e-mail, it’s actually even more important that you pay attention to how disengaged I am with your brand in the e-mail sort of realm. I expect a touch point immediately when I give you my e-mail, but I also expect you to realize that I’m busy. And I don’t have time to remember the last time I opened this Return Path e-mail.
So it’s on you as a brand to kind of stay in front of me and try to get my attention. I love this. It’s the music notes. Those, actually, the koala and monkey, were animated gifts, which was just precious. They made Spotify playlist, which is just…it’s really great. And again, this is a human touch point. It’s a human experience. And Return Path also, because they are not a cutesy brand, they do a lot of hard data. They found that even if people don’t open re-engagement e-mails like this, they are 45% more likely to open subsequent messages.
So even if I don’t interact with this mailing, you’ve bubbled yourself back up into my consciousness. And if I do interact with this mailing, then that actually gives Return Path sort of permission to keep maybe sending me content. This is also a really good touch point to find out maybe a little bit more make it really easy, but you see they give me two paths. They’re learning something about me just simply by doing that. If I click the Spotify playlist, if I click yeah, yeah, they’re definitely not gonna take me off their list. And they may even put me in, you know, a more engaged path because I cared and it worked on me. So really, really great tactics and super important highly effective types of nurturing that are often overlooked.
And when we talk about, and actually Ben said this earlier, for e-mail marketing and for list growth and getting to know people better, you know, really true segmentation and learning about these audiences, it’s all, at the end of the day, about serving the right content to the right people at the right time, which is sort of the touchstones there. And triggering those e-mails you know, sort of setting up automated workflows, once you do start to learn a little bit more about me, can yield some insane results. So Epsilon, which I’ve spelled incorrectly, I just realized.
Triggered e-mails can actually in some instances and improve click-through rates by over 150%. So it’s just ridiculous that I get this triggered e-mail. And think about it. I’m engaged I’m hot. I’m getting an e-mail based on either an action that I’ve taken or something that’s hyper-relevant to me I’m much more likely to engage with that. And B2C marketers who connect with customers through automated or triggered e-mails, they can see conversion rates as high as 50%. So not only are we clicking like crazy on automated e-mails, we’re actually more likely, again, because we’re engaged, to take an action. which is, again, what we’re all here do.
And I’d love sort of, you know, talking about the abandoned cart e-mails that you brought up because I know that’s a huge, huge piece of what you guys facilitate at Privy. So I did a little stat. I put a little stat up. Three in four shoppers who abandon shopping cart say they plan to return to the retailer’s website to make a purchase, but only 8% actually do it.
So you know, everyone has great intentions, but, again, as a marketer, it’s on you to use the tools at your disposal to stay in front of me and automate some of these processes. And, again, you know, tools like Privy can help you identify when people are leaving and try to get them before they get there or give their e-mail address so you can, you know, send them e-mails because, again, only 8% of people are actually gonna go back and buy those shoes. I’m sadly probably in the 67% that typically do go back and buy the shoes, which is bad, but abandon cart emails have helped.
So we talk about things like re-targeting or re-marketing or sort of striking while the iron is hot. You know, automation is, again, there to help you not only get in front of people at the right time, but also to scale your efforts. So this is actually an example from our own, you know, program where we were able… we were inviting people, very, very distinct retail customers, to a training course. So they were highly engaged. This was a super segmented segment of our audience that we’re already working with, as you can see here Blake, who’s their account manager.
Blake though doesn’t have time to send an individual e-mail to all of these people. So we sent our sort of blanket invitation, but then we actually took an automated approach to scaling the efforts that Blake has. Blake still means the sentiment. He still works with these people. He still cares about them, but we were able to automate the process of, you know, Blake sending this e-mail out. And it was automated. It was based on behavior. This went to only people who had not already registered, but had opened. So we knew they’d seen the message. They just hadn’t taken the lead. And when we sent this out, it increased our registrations after that initial e-mail by 155%. So we were able to again really target. This wasn’t a trick. It was a scaling issue. And it was also just us really segmenting and really targeting.
So a really nice example of automation that isn’t necessarily exactly the way you would think of it, but as a B2B application. And when we talk about B2B, 46% of B2B customers consider, you know, tailored offers or tailored messages, like the one you just saw, as extremely significant activities in terms of sort of maintaining or growing their relationship with a provider, which you know, kind of goes back to what we said earlier. I’m using words like experience in relationship. And, you know, to Ben’s point and to what I’ve already said a billion times I think on this webinar, we’re all people at the end of the day. And, you know, using these tools to sort of mimic those interactions is gonna give you a leg up.
And for B2B brands, conversions aren’t always just about me buying something from you one time. You know, that could be about contract renewals or that relationship with Blake and between he and his customers. So again, you know, these automated touch points can really sort of strengthen that relationship truly or that dialogue that you have and nurture. Like, we mean actually nurture them.
And one of the best sort of tools at your disposal in the nurturing process. Again like we saw…we touched on it with Uber, is dynamic content or relevant content. Again, this sort of feature of an e-mail marketing program and just a marketing strategy is that it helps you scale your efforts by sending one e-mail, but it helps you be more relevant by just simply dropping it in. It can be as simple as images like in these Nike examples that I can see myself in the story. And I know that sounds cheesy, but if I’ve purchased clothing that looks like the clothing on the left versus clothing that looks like the clothing on the right and you’re serving me clothing that looks like the clothing that I buy based on data that you have, I might be much more likely to engage with this content.
I love this example because you can easily see too though that they’re handling this type of sort of suggestion, that they know maybe gender identity or whatever it might be in a really subtle way. And they’re just using probably purchase history data. So even if I’m constantly buying clothes for my husband, I’m not alienated by this. They’re not saying, “Jamie, you definitely wear men’s, you know, shorts,” or whatever it might be. And I never know that they’re doing this unless I see them side by side.
Ben: And actually, what’s awesome here is a lot of times marketers get, like, nervous on how to use all the data that they have, but this is a really simple example of just using one kind of decision tree and then modifying a couple kind of elements in here to be dynamic, based on that. So not too difficult.
Jamie: Not at all, exactly. It’s just the button in the image. And I still might click through, regardless of which one I get, even if I’m in the “wrong segment.” And I love the word decision tree. So I’d start saying that all the time.
So the other thing, sort of the transition I wanna make with these two, is that this mailing not only is it smart and it’s the right kind of content and it’s, you know, doing that all the best stuff with the decision tree, it also looks really good on my phone, which is super important because over half of all e-mail is opened first on a mobile device. And this number is only trending up. I actually think of all sort of stats that we use. We would probably have to change this one the most often in and, you know, around our site and whatnot because it does. It’s only trending up. And I know we were chatting before this just the importance of mobile across the board is…
Ben: It’s huge.
Jamie: It’s huge.
Ben: Yeah, we see for e-mail signups about 60% of signups coming from mobile devices, as well.
Jamie: Which is amazing. And Emma can show you to per mailing the sort of breakdown of who’s opening on which device and that sort of thing, which is usually really astounding. And I would say more and more even just since we launched that feature it sits at about 50-50 for almost every mailing. So the data does not lie, but it’s not just that I’m opening e-mail here. I’m actually doing activities on this mobile device. And I’m actually converting.
Actually, 71% of mobile purchasing decisions are most influenced by e-mails. And if you think about it, I mean, I’ve been in a store signed up for something and went and checked my inbox to see if I’ve got a coupon or what’s the latest e-mail that Madewell sent to me to see and sort of create that in-person experience, as well as this mobile experience, because I’m expecting some value in the messages that I’m receiving.
And a brand that does this super effectively is Patagonia. And what you’re looking at here, you know, on the far left is sort of a long screenshot of what this e-mail would look like on my desktop. The middle is just the first bit of that e-mail. And then, obviously the one on the right is the mobile experience.
This e-mail, that I love to point it out, is designed first for the mobile experience. And then the desktop is gonna follow. And that’s always our sort of…our mantra. You see that the e-mail starts with a compelling video. And it’s just a still image with a play button on it, which is important because you actually do not want to playable video in your e-mails for myriad reasons, which I’m happy to go through in the Q&A, but just the nature of having that there, that multimedia content, has been proven to get people’s attention. And that is probably because 80% of people, once they do open an e-mail, are just skimming and scanning.
So you can see this message is super scannable. They actually even repeat the items. Like, you’ve got the blue and green pants, if you’re just seeing the top portion of it, but then you scroll down and you can, you know, buy the blue top and all that good stuff. And they’ve got some content, marketing content, at the bottom. And all of this, again, doesn’t change very much for the phone. It just stacks a little bit differently. So really powerful e-mail.
The other thing is that it’s not really a short e-mail. You don’t have to just think of phone real estate as this tiny little screen. People on phones, we are conditioned to scroll our thumbs. I mean, think of how many times you’ve gone to scroll in a phone. And it just bounces, you know, sort of back down because you expected to be able to consume more content. So, you know, again design first for that mobile experience because the desktop is not obsolete, but definitely not what you should be designing to.
Oh, also have the other thing is that if you click through from this mailing and you land me on a website, that’s a bad experience, meaning it’s not optimized for mobile. It doesn’t look beautiful like Patagonia’s site does. Forty percent of people, according to Google, who are having bad mobile site experiences visit a competitor’s site instead. So it’s not just that they’re, like, annoyed. They’re actually gonna go to REI and check it out. So, you know, bear that in mind. It is vitally important that you continue this nice experience, no matter where I end up.
And I know we’re running out of time. So I’m gonna sort of breeze through this last bit here. This is just a nice template. Again, we’ll share these slides with you as well, but tease content, clear and direct, human copy and an attention-grabbing button. And buttons are big on mobile because you can actually click them.
A few helpful tips to test your frequency. Don’t…You know, are you sending often enough? Are you automating things and making sure that they hit me immediately when I take an action? That’s something you can test.
Time of day. You know, if you’ve been sending religiously at 6:00 a.m. and you’re open rate is 12%, it’s time to kind of mix it up. It’s also nice to look at your industry with time of day. If you’re let’s say a retailer or in the leisure industry, try sending on a Saturday. That’s when I’m looking at those kind of e-mails.
If you’re B2B brand Tuesday, at 10 a.m., you know, start there. Think about where your audience is physically. Think about what they might be doing and whether you yourself would want to engage with the content to help dictate some of that.
And when it comes to buttons, test where they are on the mailing. You know, send two different versions. Send a version where it’s, you know, up at the top right under the fold, if you will. Maybe test another where it’s at the bottom for the scroll. The actual placement of the button and the visibility in the… physically in the mailing is something that’s often overlooked.
And lastly, ask for the data that you actually need. Again, this is a dialogue. This is an experience. If you’re missing, with all the amazing tools that Privy offers and that Emma allows you to send, you still are going to need to ask questions from time to time of your audience. So this is a great example of GoldieBlox. This is a post-purchase survey that they automate and send out.
And it’s totally fine to know, also, if I fill this survey out, you know that I am highly engaged with your brand. So you may not get a ton of people doing it, but the ones that do, you could then use that data to inform how you continue to speak with them because they clearly care about what you guys are doing.
So sorry, I sort of talked fast there because I know it’s so much information, but I wanna hop immediately into Q&A. And I gonna start with Gary, who said, “We’ve actually never tried offering discounts at sign up.” And this kind of a Ben question, I think.” What are some of your suggestions for where to star, how much percentage off dollars, etc?”
Ben: Great question. So what we like to say is if you’re thinking about kind of testing offers as a campaign type, something to keep in mind is that you’re gonna wanna start small. You don’t need to give away the farm here, if you’re just getting started with an offer. So maybe, you know, what you definitely wanna do is keep it broad and generic so that it is applicable to anyone. So we would recommend with, like, a 5% or 10% off to start. And then you know, you can track it from there. And if you feel like your goal in switching from, you know, just a generic signup form to an offer was to have a higher conversion rate, and you’re not seeing it, then you can always inch your way up, but, you know, tons of our users see tremendous success with 10% to start.
Jamie: Awesome, answer. And actually, we’ve had a couple of questions about this. And you’re right. I was a bit jargony here. We have both Colleen, [SP] and Patrick. Colleen is asking for the definition of churn. And that just simply means the people that are opting out of your e-mail list or leaving your list.
Patrick asked. “Thirty percent churn rate and that is annually.” And that’s an average. I mean, different industries… Obviously people that are nailing content relevancy and are, you know, perfect, which none of us are, those rates might be a bit lower for them or they actually could be a bit higher. If you are, like, a Return Path and we have a lot of customers that will… You know, they don’t wanna take the chance that anyone on their list is disengaged. So they actually will tell people, “If you don’t interact with this mailing within 24 hours, we will remove you from our list.”
And obviously, your churn is gonna be significant when you do that because, you know, people are gonna… much more people are going to be removed from the list than if you just sort of actively ask them to go out of their way and opt out. So that churn number is just an average. And it’s really just something that we like to highlight to say that list growth and sort of list maintenance are of equal value.
It’s not just brand new people. It actually is about making sure that the people you have on your list want to be there and care about what you’re, you know, being in this relationship with you. So a very good question. Let’s look at some more. All right. Oh, that’s another good one. This is a Privy question.
Ben: That’s great.
Jamie: And I’m curious about this, as well. “Can Privy target signup offers or forms based on referral source? So Facebook visitors might see a different form compared with Google search visitors would see.”
Ben: Yeah, that’s a fantastic question and definitely. So as you kind of get more comfortable with your list growth efforts, this is one of the key things that we would recommend that you do, right, because someone who lands on your site from Facebook probably has a different intention than someone who lands on your site from a Google search. So it definitely gives you the capability to target by referral source.
Jamie: Absolutely. And here’s another. And here’s a great question from John. “If you gate content and just require e-mail address, are you saying those people are subscribers, even though they didn’t technically subscribe to something?”
And this is a… I’d be interested in your thoughts on this too, but when we discuss e-mail nurture and following up with people and especially content relevancy, obviously, if I just download one piece of gated content, there are so many factors that go into how you follow up with me from there. I mean, first and foremost, if you gate content and the only way I can download it is via e-mail, obviously, that first e-mail needs to strictly be about sort of it’s almost just an exchange of goods at that point. Like, the cost of the item, the content was my e-mail address, if you think about it.
And that’s an equal exchange of value. So when we say subscribers yes, you’re subscribing to something. You subscribe to that piece of content. I do also as a brand have the right to continue to communicate with you, but I would say that’s where the onus is on you as the marketer to really pay attention to the funnel as Ben was saying. I mean, where I am in that process, how much I know you, it’s on you as a brand to really get to know me better so you can give me better content and [inaudible 00:58:34].
Ben: And we actually coach our marketers to kind of be as upfront as possible about what’s gonna happen after you complete this specific form. So are you gonna send them that piece of content? And then are they gonna be added to the newsletter or is this really just a highly transactional thing where you’re just capturing the lead in exchange for the context? If you make that clear up front, you’re gonna have more success, you know, when you get to your nurturing that lead so they’re not surprised, if they then get your generic newsletter.
Jamie: Exactly. And it goes back to what we said earlier. I mean, w are all human beings. You know, we all know… I mean, I know that there’s no such thing as a free lunch or whatever, a free gated piece of content, but I also expect that the person on the other end that provided that content or that coupon or that that discount respects the level at which I wanna engage with your brand. And that’s a prime way with e-mail to, you know, maybe engage with me further, but be really up front.
Like, you know, Ben was saying with what you’re gonna receive from me, don’t just start throwing…don’t just start e-mailing me every day by any means. That’s no bueno. Let’s see here. I mean, we are technically out of time, but we got so many great questions, I feel like we… So if you do wanna stick around, I’m happy to answer a couple more, if you are.
Ben: It sounds good,
Jamie: Okay. Let’s see. Let’s see what we got here. Ann has some good… “Given the best practice of working on lists, working with lists,” I think, “Less than 18 months old, would you recommend sending a reactivation e-mail with a newsletter sign up to older buyers?” Okay, this might be… It sounds like you are in real estate, Ann. Older buyers are house lists.
I mean, he makes great tools for you so you don’t have to do that, but I will say before that sort of 18-month sort of I guess expiration date even comes up, I would take I would sort of flip it around and say, “You know, look at what.. You know, were you just not emailing them for 18 months, you know? And why was that? Like, would there have been some value?” You know, I don’t think I remember signing up for things. If I haven’t received an e-mail from you in, you know, almost two years, then I definitely don’t wanna start receiving special offers from you. And it’s probably best that you leave me alone.
I would say that re-engagement or reactivation, I would say it’s even less than the age of the list. And it’s really is more about my experience with the e-mails that you’re sending. And most of our senders that are sort of doing these re-engagement campaigns are doing it based on opens and then obviously, you know, clicks and activity. So there might be different levels of re-engagement. You might have a list of people… Like, you might send that ultimatum, send an e-mail, to people who’ve never opened an e-mail from you. It’s safe to assume those… You know, you might get one or two people that actually want to stick around, but, yeah.
Oh, no conversion after 18 months. Okay. Thank you, Ann, for clarifying. Yeah, so if they’re not converting after 18 months, but they are opening engaging with your mailings and you’ve been sending to them, you know, there’s… We don’t have a tried and true threshold, but I would say that’s a definite good group, if you’ve got a small group of them to send that sort of re-engagement or re-targeting kind of message out there to see if you can get them back.
And I would mix it up you know. It…Probably if you’ve been hitting them over the head and taking a little bit more of a direct approach to the calls to action, it…maybe you’re asking for too much. Maybe they want more content from you. Maybe they want you know, something that…Maybe they wanna see more value from your brand before they’re willing to, you know, take a tour or whatever it might be.
So I would definitely look at what they’ve been receiving content-wise and then sort of what you’ve been asking them to do because that’s probably the biggest lever you can pull in that re-engagement campaign. Maybe you give them two pathways. You give them a harder offer and a softer offer. And if they take you up on it, then you’ll know. So I don’t know. That would be my sort of general messaging there. Do you wanna do one more?
Ben: Sure, yeah. Why not?
Jamie: And then we’ll leave. I know you’re still sticking around. Dealer’s Choice. Let’s look. Oh, so Julie’s got a great question. I think this is definitely a Ben question. “How does one add these triggers and display types on a website? Is it done through your CMS or your e-mail marketing tool?”
Ben: Great question. So with Privy, kind of list growth campaigns, you’ll have a one-time installation that’s required on your site. We’re single click-integrated with most sites. And then once you have that, then everything set up within the Privy campaign itself. So just like you’d use the Emma dashboard for sending beautiful targeted newsletters, you do something very similar inside the Privy dashboard for creating and targeting opt-in forms.
Jamie: Exactly, so you do that in Privy. And then you make the beautiful e-mail in Emma. And we talk to each other. So great data from Privy. You can go into Emma. And you can send great e-mails based on all these awesome data points and activities people are doing as you get to know them.
So we are definitely out of time. Thank you so much for everyone that stuck around. A little bit later, again, we will send a recording, an extra special one. And by that I mean you’ll get to see our faces, if we didn’t mess up too much. So yeah, so thanks again so much. Thank you, Ben, for joining us.
Ben: Thanks for having me.
Jamie: Yeah, and we will see you soon.