susan su get traction next level email marketing
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EMAIL MARKETINGFOR STARTUPS
@susanfsu
Activate, re-engage & the end of unsubscribes
EmailForStartups.com/ultimate-email-playbook
The Ultimate Email Playbook 43 Scripts for Startups
EMAIL = SSS● 4 billlllllion accounts worldwide● 25% of these are BUSINESS
accounts● the foundation of all other
channels● “Owned” not rented●METRICS
REALITY CHECK
SCARY STATS21% 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
44% of email recipients made at least one purchase last year from email marketing
Between 60% – 75% of subscribers on email lists around the world are dormant.
What’s a “Dormant” subscriber?
New ==> Core ==> Casual ==> Marginal ==> New ==> Dormant
==> Resurrected
What counts as “dormant” on an email list?
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?”
But WHY????!
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.
Fixing churn & future churn is nice.
BUT PREVENTION IS THE MONEY.
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
LEVEL 2 TRIAGE: Keep a Clean House1. Permissions based
2. GREAT content
3. Clean list (no hard bounces)
4. Frequent sending (note: not necessarily “same”)
LEVEL 2 TRIAGE: Say Goodbye...1. Reactivate
2. Or, say goodbye
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
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?”
Retargeting
REMEMBER:
1. You have nothing to lose.
2. One shot, not many.
3. Find out WHY.
4. NEVER DELETE SUBSCRIBERS.
MORE:
EmailForStartups.com/ultimate-email-playbook
susanfsu
