Beyond Hi Name Strategy and Content that Works EMMA BOROCHOFF, MARKETING BIZZABO

Transcription

1 Beyond Hi Name Strategy and Content that Works EMMA BOROCHOFF, MARKETING BIZZABO

2 HEY THERE, A FEW THINGS ABOUT ME Emma Borochoff Brand + Communications heyyemma.com 7+ years in Silicon Alley Writes s + eats tacos

3 HEY THERE, A FEW THINGS ABOUT BIZZABO World s fastest growing event software All-in-one (registration, website, app, community, s) We a lot -67K s last month Event marketers use our product to send beautiful s

4 HI NAME, LET S DIVE IN! Intro The State of Making it Stick Best Practices

5 OUR CHALLENGE AS MARKETERS Cut through the noise Be relevant Connect

6 THE STATE OF YOU ARE HERE

7 IN 2017 There are be 269 BILLION s sent + received every single day. AND BY 2021 There will be BILLION sent daily. Source: The Radicati Group, Inc: Statistics Report, , 2017.

8 MARKETING IS DEAD DEFINITELY ALIVE

9 5.4 hours each week of dedicated inbox time Source:

10 WHILE IN FACE TO FACE CONVERSATIONS Source:

11 Of all marketing channels, marketing is seen as the most effective tool for event promotion by marketers. Source: Bizzabo, Event Marketing 2018: Benchmarks and Trends

12 Consumers prefer brands to contact them via more than any other channel. Source:

13 GET INTO THEIR INBOXES AND THEIR HEARTS Personalization, because they re special Timing, because they re busy Content, because they don t want cr@p Design, because they ve seen it all

14 PERSONALIZATION This is just for you, NAME!

15 PERSONALIZE Personalized s have 6.2% higher open rate than those that aren t¹. AND Personalization improves CTR by an average of 14% and improved conversions by an average of 10%² Source¹: Source²: Aberdeen

16 SPEAK TO THEM LIKE YOU KNOW THEM. (BECAUSE YOU SHOULD) (...DATA)

17 Bizzabo Marketing

18 SEGMENT BY... Lifecycle stage Persona Location Content Consumed Website Engagement

19 BUT WHHYY? Content is relevant Timely Get em while they re thinking about you! *Pro tip: make sure to map all content to life cycle stages

20 TIMING Hey NAME, it s been awhile...

21 USE TRIGGERS Don t blindly. Keep your s relevant by having them activate by certain actions.

22 USE TRIGGERS Great actions to trigger s: Sign up or subscribe X amount of time since they used the product or service # of opens # of times visited website Registration or cart abandon

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25 CONTENT Hola NAME! Check out this new ebook!

26 ALWAYS BE SELLING HELPING People are savvy and they can see through your pitch. Provide something of value.

27 Hey Jake,

28 S ARE PEOPLE, TOO. People want authentic, transparent, human. Let your brand or personality show.

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31 DESIGN NAME, we re dressed to impress

32 QUICK DESIGN TIPS

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34 READY FOR SOME REAL LOOKERS?

35 #

36 IN ADDITION... Always test (style/ images / subject / layout / emojis) Experiment with bright CTA s Eye-grabbing images are your friends Don t be afraid to be bold

37 #

38 BEST PRACTICES 4 Magic Steps to Success, NAME

39 SUBJECT: SHORT AND SWEET Source:

40 SUBJECT: SHORT AND SWEET

41 ABT..ALWAYS BE TRACKING Open Rate Click Through Rate Action completion Unsubscribes

42 EMBRACE VIDEOS Including the word video in the subject can increase CTR by 65% Source:

43 MOBILE FRIENDLY Two thirds of s are read on smartphones or tablets.

44 MOBILE FRIENDLY # Source:

45 FUN FACT TUESDAY IS THE BEST DAY OF THE WEEK TO SEND (according to 10 studies) Source: Image Source: Alamo Drafthouse

46 PLEASE AVOID THESE, NAME Misleading subjects Not making use of Message Preview Too many CTAs (GOTTA CLICK EM ALL) Not making images clickable Not using Plain Text versions of s

47 LET S WRAP IT UP, NAME Personalize / Segment Use triggers and be aware of timing Share valuable, unique content Use killer designs- and have fun with it!

48 RESOURCES THAT WILL ROCK YOUR SOCKS, NAME reallygood s.com inspiration.mailchimp.com welcome.bizzabo.com/live-event- -marketing

49 WANT THE SLIDES? You re great so I want to give you a present! Download this baby by going here welcome.bizzabo.com/hiname THANK YOU!