Revenue Rehab EP 95 - Email ROI Unlocked: Unraveling Insights from Litmus's Report with Jaina Mistry
Summary
TLDRBienvenidos a 'Revenue Rehab', un podcast dirigido por Brandy Star, COO y apasionada del marketing, donde se abordan los desafíos que enfrentan los líderes de marketing hoy en día. En este episodio, Brandy conversa con Jana Mystery, Directora de Marca y Marketing de Contenidos en Litmus, quien comparte su experiencia en el mundo del email marketing. Juntos, exploran el valor incalculable del email marketing, discuten cómo superar las percepciones negativas y proporcionan estrategias para maximizar su ROI. Desde desmitificar los 'hacks' hasta destacar la importancia de los newsletters y programas de ciclo de vida del cliente, este episodio es una fuente rica de conocimientos para revitalizar tus estrategias de email marketing.
Takeaways
- 📈 El marketing por correo electrónico sigue siendo uno de los canales más efectivos, con un ROI de 36:1.
- 🚫 Hay un consenso en eliminar el término 'hacks' en marketing, buscando enfocarse en tácticas legítimas.
- 🤝 El email marketing debe ser visto como una interacción humana, creando conexiones emocionales con los suscriptores.
- 📊 Según una encuesta, el 41% de los mercadólogos consideran el correo electrónico como su canal más efectivo.
- 🔍 Empezar con el marketing por correo electrónico puede ser abrumador debido a la cantidad de opciones disponibles.
- 💡 Es esencial pensar en el marketing por correo electrónico como una forma de construir relaciones, no solo como una herramienta de venta.
- ❌ Los desafíos comunes incluyen la percepción de que el correo electrónico no es efectivo debido a la sobresaturación en las bandejas de entrada.
- 📝 Las newsletters y los programas de ciclo de vida del cliente son tácticas clave para un marketing por correo electrónico efectivo.
- 🎯 Enfocarse en retener clientes a través del correo electrónico es más rentable que adquirir nuevos.
- 🚀 Para mejorar el marketing por correo electrónico, se recomienda comenzar por identificar las oportunidades de mejora más accesibles y consultarlo con el equipo.
Q & A
¿Cuál es el tema principal de la conversación?
-El tema principal es el email marketing y cómo los líderes de marketing pueden aprovechar su potencial para generar ingresos y construir relaciones con los clientes.
¿Qué porcentaje de los encuestados consideró que el email era su canal de marketing más efectivo?
-El 41% de los encuestados consideró que el email era su canal de marketing más efectivo.
¿Cuál es la relación ROI promedio que obtienen las empresas por el uso del email marketing?
-Según el informe, el email marketing tiene un ROI promedio de 36 a 1, lo que significa que se obtienen $36 por cada $1 invertido en email marketing.
¿Qué porcentaje de los encuestados clasificó el contacto directo con suscriptores como la parte más beneficiosa del email marketing?
-El 65% de los encuestados clasificó el contacto directo con suscriptores como la parte más beneficiosa del email marketing.
¿Cuál es la recomendación de Jana para que los líderes de marketing empiecen a mejorar su email marketing?
-Jana recomienda que los líderes de marketing pregunten a sus equipos dónde creen que deberían estar utilizando el email marketing, para aprovechar las ideas y perspectivas de todo el equipo.
¿Qué consejo adicional da Jana para comenzar con el email marketing?
-Jana aconseja comenzar con las ideas de más bajo costo y más fáciles de implementar, para obtener algunas victorias rápidas antes de emprender proyectos más ambiciosos.
¿Qué tipo de programas de email marketing recomienda Jana?
-Jana recomienda enfocarse en los boletines informativos regulares y los programas de ciclo de vida del cliente, que ayudan a mantener el compromiso y la retención de clientes.
¿Cuál es la analogía que usa Brandy para explicar la importancia del email marketing?
-Brandy usa la analogía del coqueteo y las citas para explicar que el email marketing es una forma de mantener la conversación y la conexión con los clientes entre los puntos de contacto más importantes.
¿Qué palabra quiere desterrar Jana del vocabulario del marketing?
-Jana quiere desterrar la palabra 'hacks' del vocabulario del marketing, ya que siente que se usa de manera inapropiada y engañosa.
¿Qué canal de marketing cree Jana que se ha vuelto cada vez más competitivo?
-Jana cree que los canales orgánicos como las redes sociales y la búsqueda orgánica se han vuelto cada vez más competitivos debido a los cambios constantes en los algoritmos.
Outlines
👋 Bienvenida y presentaciones
Este párrafo presenta el programa 'Revenue Rehab', al anfitrión Brandy Star y a su invitada Jana Mystery, directora de mercadotecnia de contenido y marca en Litmus. Jana es una experta en marketing por correo electrónico con más de 15 años de experiencia. Antes de comenzar la discusión principal, Brandy destierra la palabra 'hacks' por su uso excesivo e inadecuado en el marketing.
🎯 Estableciendo intenciones
Brandy hace hincapié en la importancia de establecer intenciones al comienzo para dar enfoque y propósito a la discusión. Jana expresa su intención de ayudar a los líderes de marketing a aprovechar el potencial del marketing por correo electrónico, que tiene un ROI de 36:1, y a superar ese ROI mediante la creación de campañas efectivas.
💬 Abordando los escépticos del email marketing
Se abordan algunas de las objeciones comunes al marketing por correo electrónico, como que las personas reciben demasiados correos o que el alto ROI se debe únicamente al bajo costo. Jana argumenta que el correo electrónico permite establecer una conexión única con el suscriptor y construir una relación con la marca. Además, destaca que los canales orgánicos como las redes sociales y la búsqueda orgánica son cada vez más competitivos.
📈 Profundizando en el ROI y la efectividad del email marketing
Se explora el concepto del ROI y la efectividad del marketing por correo electrónico. Jana señala que el correo electrónico es parte de un viaje de múltiples puntos de contacto, por lo que calcular su ROI exacto puede ser un desafío. Sin embargo, destaca la importancia de comprender cómo el correo electrónico impacta el embudo de marketing y las métricas generales. Se utiliza la analogía de las citas y los mensajes de texto para ilustrar el papel del correo electrónico en mantener la conversación y la relación con los clientes.
📧 El valor continuo del email marketing
Se discute cómo los compradores están realizando más investigación por su cuenta antes de contactar a las empresas, lo que resalta aún más la importancia del marketing por correo electrónico para mantener el contacto y la relación con los prospectos. Se comparte un ejemplo personal de cómo un correo electrónico oportuno llevó a una venta fácil después de mantener la conversación durante mucho tiempo.
✨ Cómo destacar en el email marketing
Jana comparte su perspectiva sobre lo que constituye un buen uso del marketing por correo electrónico. Destaca la importancia de los boletines informativos regulares como una forma de nutrir a los suscriptores con contenido valioso, y los programas de ciclo de vida para mantener el compromiso con los clientes existentes. Sugiere que los líderes de marketing pregunten a sus equipos dónde deberían implementar el correo electrónico para obtener ideas frescas.
🏋️♀️ Tarea para mejorar el email marketing
Cuando se le pide que asigne una tarea para que los líderes de marketing mejoren sus esfuerzos de marketing por correo electrónico, Jana recomienda preguntar a los equipos dónde creen que deberían implementar el correo electrónico. Esto puede generar ideas innovadoras y percepciones valiosas. También sugiere comenzar con las ideas de menor dificultad para obtener victorias rápidas y generar impulso.
🔗 Cierre y conexiones
El episodio concluye con instrucciones para que la audiencia se conecte con Jana en LinkedIn y descargue el informe State of Email de Litmus. Brandy elogia el informe por proporcionar información concisa pero también permitir profundizar en áreas específicas. Se agradece a Jana por su participación y se invita a la audiencia a suscribirse al programa.
Mindmap
Keywords
💡Email marketing
💡Relación
💡Newsletter
💡Ciclo de vida
💡Contenido cautivador
💡Buzzword
💡Cadencia
💡Retención
💡Conexión
💡Estrategia
Highlights
Email marketing is about human-to-human interaction, and 65% of marketers classify direct contact with subscribers as the most beneficial part of email marketing.
Email marketing has an ROI of about 36 to 1, meaning you can get $36 for every $1 spent on email.
Compared to organic social and search, email allows you to connect with an audience that has already raised their hand and expressed interest in your brand.
Email is often overlooked because it's not as flashy as newer marketing channels, but it's reliable and people are used to engaging with it.
Newsletters are becoming the new nurture, allowing you to consistently show up in a subscriber's inbox with valuable content they've raised their hand for.
Life cycle programs are effective for retaining customers, which is cheaper than acquiring new ones.
Account managers and customer success teams should leverage email to maintain constant engagement with customers, making renewals easier.
For leaders looking to improve their email marketing, ask your team for ideas on where email could be leveraged more effectively.
Start with the lowest-hanging fruit for a quick win, rather than an overly ambitious idea that could feel like a failure if not executed perfectly.
The word "hacks" should be banished from marketing terminology, as it often implies tricks rather than legitimate tactics.
Email is a way to continue the conversation and strengthen the relationship with potential customers between major touchpoints.
The majority of marketers are not sure how to calculate their email ROI, as email is just one part of the customer journey.
Considering the impact on the overall marketing pipeline if email were removed can help gauge the true value of email marketing.
Customers today often do more legwork themselves before engaging with sales, making email nurturing crucial throughout their research process.
The report includes links to dig deeper into specific areas of email marketing for those wanting more insights.
Transcripts
[Applause]
welcome to revenue rehab your One-Stop
destination for Collective solutions to
the biggest challenges faced by
marketing leaders today now head on over
to the couch make yourself comfortable
and get ready to change the way you
approach Revenue leading your recovery
is modern marketer author speaker and
Chief Operating Officer at Tega Brandy
star
[Music]
hello hello hello and welcome to another
episode of Revenue rehab I am your host
Brandy star and we have another amazing
episode for you today I am joined by
Jana mystery Jana is the director of
brand and content marketing at litmus
she leads a team that strives to create
captivating and educational content for
email marketers of all stripes and email
geek to her core Jana's worked in and
around email for over 15 years and is
now taking her email expertise into the
world of brand and content marketing
welcome to revenue rehab Jana your
session begins
now hello thank you so much for having
me I am really excited to talk to you it
is uh not often that I get a fellow
email geek on the couch so it is great
to kind of fan girl out for a moment and
and be able to talk about something that
both of us love um but before we jump
into that I like to break the ice with a
little woaw moment that I call buzzword
banishment so tell me what overused word
would you like to get rid of
forever it is the word hacks everywhere
I'm reading something is a growth hack
something is an email marketing hack
something is like a hack to improve
performance or engagement it's not a
hack it's either a true tactic that will
help you improve engagement to help you
get that Roi or it's something that you
want to call a hack because you're
actually really tricking someone to take
action so it's trly not like a a good
something good you actually want to do
but I do want to just banish the word
hacks
because they don't really exist hack is
not a positive word for us to be using
in marketing I I am with you on that and
it's funny you bring that up this
morning when my son was in the shower he
likes to have all his morning
conversations while he's bathing and
he's like Mom I learned a great tiktock
life hack that I think you can use and
I'm like oh my God why do I need life
haacks I'm like do you think that I'm
doing life poorly that I need to figure
out how to hack it like I almost was
having a moment about you know and I was
like okay tell me your Tik Tock Life
Hack and to your point it was just a
tactic of it was about managing your
time and I was like okay you know I was
like so you mean tip like we this is
like a tip and not a hack so I'm with
you we can put hack in the box and we
won't talk about any sort of hacks today
uh so now that we've gotten that off our
chest tell me what brings you to revenue
rehab today yes so as you said I am a an
email geek to my core I live in the
email marketing I adore it and something
that we learned in um our state of email
report Li state of email report last
year is it was based up of a survey off
of thousand plus u marketers across the
world and 41% of marketers told us that
email was their most effective marketing
channel putting it above social media
putting above paid search but marketers
sometimes don't know where to start with
email because there are so many
potential ideas you could be doing life
cycle program card abandonment emails
new newsletters marketing promotion
emails there are so many different ways
of using email um but in the end email
marketing is about human to human
interaction 65% of marketers also told
us that they classify direct contact
with subscribers as the most beneficial
part of email marketing and like that to
me is the perfect place to start with
email marketing thinking about it as a
as a way to build relationships um with
your customers and also kind of create a
really good sense of um I want to say
emotional tie and emotional feeling
between your customers and subscribers
with your brand and creating that kind
of positive brand Vibe and feeling in
the inbox as soon as someone sees an
email from your brand they're like oh I
don't even need to like I know it's
going to be a great email before I even
open it so I think there's that's kind
of where I'm going like email marketing
is so effective but it's just where do
you start with it awesome yeah and I
have so many places that I want to dig
in from that summary um but before I do
that I believe in setting intentions it
gives us focus it gives us purpose and
most important it gives our audience an
understanding of what they should take
away from our discussion today so what
is your best hope for our talk so for
the heads of marketing listening what do
you really hope they walk away with from
this
discussion so email marketing we've
we've looked at the data and has a it
has an Roi about 36 to1 so you can get
$36 for every $1 that you spend on
email that's a massive area of potential
but you need to be able to create
effective emails in order to get that 36
to1 and potentially even more so my
intention here is to help um CMOS folks
out there who have email as part of
their marketing tactics to aim for that
36 to1 to to to find some somewhere to
be we will help you get there um and
then hopefully help you get beyond that
36 to1 too awesome yeah and because
email is a topic that I know you know
all of our listeners are familiar with
in general I want to jump into some
specifics um and so talk about some of
the naysayers and you know we are an
email marketing consultancy and so this
is something we talk about all the time
and whether it be in just everyday
conversations with other heads of
marketing or with clients I hear some of
the consistent I wouldn't even say push
back but sort
of you know blah opinions in that people
are like you know the first rebuttle I
get is oh everyone gets so many
emails that you know email is you know
email's not dead but it's not
necessarily effective and the only
reason that these Roi stats exist is
because it you know is so inexpensive to
send email and so you know what is your
response to that how do you articulate
to someone you know why there's still a
value when there's so many tactics out
there um you know how do we get people
to really understand the true benefit
here I will start by saying like I
totally see that point of email is cheap
to I mean that's not something that I'm
going to hide in this conversation email
I either I'm going to putting email into
the single words that I'm saying here
because I care about it so much but yes
I I think yes email is compared to other
channels it is cheap to cheaper to run
what I will say is that for Brands to
get out there it's getting so much more
competitive if you're looking at organic
social organic social has changed so
much in the last 10 20 years algorithms
are constantly changing to show oh I'm
going to prioritize this content it's
not about when you post on organic
social it's not no longer about who's
following you it's really really
competitive out there and the same thing
can be said with Organic search in any
sort of search right now you're fighting
with um Google's changing algorithms
there like we've we've all been there
it's hard for us to kind of always place
on the on the first page with our
keyword right now whereas with email you
are asking someone for their email
address and by putting that email
address into a subscription box they're
already raising their hand saying
they're interested in your brand they're
already saying oh hey I actually want to
hear about this and yes you might they
might be getting inundated with um
emails in their inbox but then you've
got a captured audience it's your job to
then build your brand and build that
relationship with that person in the
inbox right from the beginning you can
use email as just one part of that
Journey yes you'll still be
communicating with them on social you
potentially be using video you'll be
using so many different channels but
email like I said in the beginning it's
like that one toone connection that you
can get with someone in the Inbox and um
it's worth the it's worth the effort to
create that brand Affinity in the inbox
I believe no I agree wholeheartedly and
one of the things that I always talk
about is I think the thing that people
don't think about is that email is in my
opinion the connector of all of those
other channels so you've got organic
social you've got you know paid media
all these things that you're doing with
the intent of capturing someone's
attention and those are things that do
have high dollars associated with them
and so many times I have seen customers
who spend you know huge amounts of money
on their media plan and you know in paid
search and all these things and then
there is no communication plan
afterwards it's like the what's next
they downloaded that report and gave you
their email address and then what
because those people are you know not
ready to go to sales it's not a buying
action and it's the and then what that
it always baffles me that is such an
afterthought of like oh yeah we're going
to send them a welcome email okay well
that's great like yes they're you know
welcomes are good I'm all for welcomes
but then what like how is it connecting
that spend to the potential the the
spend on the you know attract efforts to
the potential actual revenue and so I'd
love your take on both why you think
people you know leaders especially
ignore this in their strategy and as
well as what is your advice in how
people leverage email as that
connector I think it's it's easy to
ignore because I I feel like email
marketing is the less sexy of the
marketing channels out there it's um
perhaps a little bit old in the tooth I
mean people have been doing email
marketing for decades I've been in it
for 15 plus years but that's barely
scratching the surface of how long email
marketing has been around so it's kind
of like oh we we just kind of send in
email and to The Ether but we could be
doing something really flashy with paid
Media or we could be doing some some
really cool videos and those will be
like the those are the things that often
um capture the
attention because they're so flashy and
because they're so cool and new and
Innovative but that doesn't necessarily
mean it's connecting with the with your
subscribers or your customers um so it's
it it's about kind of going and and kind
of like taking comfort in the old school
tactics of email marketing and going
back to the basics of email of of
marketing in general and wanting to
connect to people based on like like you
said um you downloaded a report you send
a week welcome email and then what then
you start talking about your brand maybe
you build on um the content of the
report the content of what's just been
downloaded because they've already been
interested in it how can you use that as
a hook to get them interested more
interested in your brand and then
eventually more interested in your
product so it's
yes email marketing is a little bit less
sexy especially when you compare it to
some of the newer things that are going
on out there but it's reliable it's one
of those things that you can trust will
work for you people love I want to say
people love email I look at my own inbox
and I'm seeing like I don't know I don't
want to see how many unread emails there
are in there but but that's the thing I
think people are so used to interacting
and engaging with email too it's it's
kind of like that like I saying it's a
comfort blanket for for people too to be
able to like oh they've got an email
they might not reply to it right away or
they might not see it right away but
they will eventually get to it so I
think it's still valid for so many
different reasons and it's it's it is
tough to get um to get buying and I
think I'm probably a little bit L lucky
working at an email company and the
email side of things um but what we've
learned what I've learned talking to
other people is it's it's just getting
to back to the basics of what marketing
is truly about to be able to connect two
people yeah because it is about that
building that relationship you know that
communication journey of how do we
interact uh you know how do I get you
the information that you know you really
need at the right time all of those
things that I agree are like it's not a
lot that's new there um and you know I
think I've been been in marketing Now 23
years and when I started we were sending
marketing Communications via fax
machines so I was doing design work for
you know how to get something to render
well when it's coming out of a fax uh
you know sort of my claim to fame but
when I first got introduced to email it
was very much a game Cher and it was
like how do we tap into this because now
we can have these one-to-one
conversations in the same way that
people are having personal conversations
it's like you know I've got a marketing
email sitting right on top of an email
from my grandmother and so it's like
this is where I'm living for being able
to you know communicate with people and
now we have a lot more text for personal
Communications but if you you know think
back like that was one of those primary
mechanisms um and yeah I do agree that
you know I always say email's not sexy
but it's necessary um it's not sex sexy
but it's effective like there's so many
uh words that you can can fill in there
um so I want to turn to the report a
little bit uh and talk about that so
chapter one is by far my favorite uh and
kudos to whoever came up with the title
which is uh for those that haven't read
it there's no marketing like email
marketing when I first heard that I was
like ain't no marketing like email marke
marketing don't stop but I am one of
those people who randomly sing song
lyrics um but it is is really true and
so looking at the report one of the
first things that you talk about is what
the stat that you gave earlier which was
the 41% of marketers say that email is
their most effective marketing channel
um and then that it also has you know
the 36 to1 uh Roi and I'd like to unpack
Roi and Effectiveness for a second
um because some people interpret that
differently and so I'd like your
perspective on what are people defining
as email being
effective and how are we counting Roi on
email yeah that's a great question email
is not a single tou it's it's a part of
a journey of multiple touch points and
we see this in our own uh in our own
marketing too
it's you it's it's often seen as kind of
you you you send an email you get
instant Roi off of it that's not how it
works and that's not how the customer
Journey works they may get an email
they'll interact with the brand on
YouTube they will perhaps even go to
your store they will inter and there are
so many different touch points along the
way that the value of email the ROI of
email is kind of inserting it into the
right and making sure that the brand is
present via email at the right point and
in the joury in the customer Journey or
in the subscriber Journey um but how Roi
is calculated that's a that's a great
question we're actually running a new
state of email survey this year to kind
of help us create some more reports and
I think so far the majority I think over
70% of folks have told us that they do
they are not sure what their email Roi
is um and that's fascinating to me
because email like I said like email is
just one part of the journey so trying
to calculate the exact value especially
when you're not necessarily in
e-commerce or you're not in retail where
you send an email out and you know the
value of what it costs to send that
email then what you're getting off of it
if you're working in B2B SAS or if
you're working in technology sorts of
companies it you need to
calculate yes how much it's it's costing
for you to to spend on having an email
marketing program but you also need to
consider the whole journey of what
someone is going in as part of the um as
part of their life cycle too so
I think calculating email
Roi
is important
to understand to know like how effective
youra program is but I wouldn't say it's
the be and end all of of email marketing
it's a kind of a generalized number of
knowing okay so this is where we are at
the moment this is what we're doing
right now how can we do this better and
then I would almost say
that see what email Roi is and see how
that how when your Roi changes affects
your overall marketing pipeline your
overall like bottom line of what what
marketing is generating um but it's it's
a tricky subject Roi because like I said
like the majority of people just don't
know but I think where where we where
leaders have to really consider email is
like how email impacts the bigger
picture imagine if you took email out of
that what would your losses be if you
didn't send that email if you didn't
send that newsletter if you didn't have
that life cycle
program where would you L you would lose
out there and I think that could be I
mean if you want to experiment with that
I would yes go ahead but I'm like no we
will we will always be sending some sort
of email or another yeah and the I like
a lot of dating analogies because one
they're funny and two most people can
relate um and the analogy that I use for
email is it is a way to keep the
conversation going so if you think about
you know you meet someone and uh you
know I'll I'll compare email and B2B to
you know texting and dating it's like
there are periods where you'll talk on
the phone with that person you'll see
them in person and those are what I
consider your like high effort um you
know so that's what I would can you know
count as sales like you human capital is
super expensive and so those
interactions are far fewer because you
know people have lives and jobs and all
those sorts of things and so texting
with that person is that sort of low
effort uh you know low cost as well way
to continue that
conversation with the person because if
I think about you know there was a guy
that I was dating and it was going well
but we both are busy people so we
probably talked on the phone every 3
days probably only saw each other once a
week um and that was all that was
possible and if I think about if those
were the only interactions that we had
in between I'd have forgot about him
like you know it's like there's not that
connection but those text messages here
and there throughout the day asking and
answering questions checking in it helps
to strengthen that relationship and that
connection until that next major touch
point and that same kind of relationship
is what is happening when you're
leveraging email like there's only so
many of those key Milestones where
they're going to engage with a human or
there is that became an opportunity you
know moved officially into Pipeline and
you got to have some way to stay in
front of them continue the conversation
help them know like and trust you in
between um so I I really equate that
analogy to exactly what you just said is
like it's hard to calculate the ROI but
the loss would be obvious if you remove
that as a form of
communication yes I love I love that
analogy I think it's I think there are
so many different analogies I've heard
to do with dating and email marketing
because it is about relationship
building so it makes a ton of sense um
but you're right it's it's um the kind
of the minute you stop even if you stop
emailing and someone your your brand
stops appearing in someone's inbox they
may not necessarily be always opening
every single one of your emails and
interacting with every single one of
them but just that presence of the inbox
of seeing your brand name in the sender
um sender column tells it's such a big
indicator that hey oh I I do remember
that brand because I've done that a few
times like I need I need a new pair of
pants and I was like I need to where do
I get pants and I signed up for I think
it was everain's emails years ago and I
was like oh I should really check out
elyn and then i' I've gotone and like
this is my first purchase but I've been
a subscriber of their newsletters for
years now so it's that kind of you it's
it's a little bit psychological that
you're you're planting a seed of your of
thought of your brand in someone's mind
and just kind of helping them kind of
stick with it and
it's it is challenging though when you
think oh but they're not opening every
single email I don't think you can
expect someone to open every single
email that your brand us and that's
totally okay too um but it's just making
sure that you are maintaining that
relationship maintaining that site that
like that like a vision of oh yeah I'm
going to remember that brand when I need
that brand and also I think I I wish I
had some like quotes or actual numbers
here but I think these days um
especially on the technology and B2B
side of things customers are doing the
leg work a whole lot more themselves
versus going to a sales team versus
saying Hey I want a demo they want to do
that leg work themselves they want to
subscribe to emails they want to check
out help documentation they want to
check out the website and then when
they're ready they'll get in touch I
think the old way of kind of thinking oh
I'm gonna like you said in the beginning
I'm G to download this report and
someone from sales is going to reach out
to me that old way is gone now people
are people's times are stretched and
they want to do the work themselves in
their own time so I think that like
that's another area where keeping
someone warmed up with email is ideal
yeah and I remember seeing a stat and
and you know I I'm doing the best to
remember the numbers but it was like at
one point buyers were roughly 30%
through the buying cycle before they
engaged with a human um and then it was
50% and the most recent stats I've seen
have been in the upper
80% and it is you know it is a very
different mentality and it actually in
my opinion makes the role of email that
much more important um because to your
example about the pants I just had a B2B
experience in that and I this tool you
know mtek tool I had downloaded
something that they had put out forever
ago probably a year and a half ago and
was like this would be really cool but
we didn't have a use case for it at that
point we didn't have budget for it like
it just was this is really interesting
of course because I downloaded the
report I'm on their email emails
periodically I'd see things I'd ignore
most of them and I happened to get an
email right as I was starting the
strategy for a project that totally
aligned to what they offered and it was
like oh I can do this so much better if
I had this technology and I reached out
we got on the phone the guy did his
usual intro Spiel before the demo I was
like okay he gave me a trial for seven
days or 14 days whatever it was I went
in and played we had another
conversation I came in and I was like
okay I need to see these three specific
things he showed me and I was like send
me the invoice probably easiest sales
cycle ever and it you know and I don't
you know they probably don't attribute
it to email but literally that email
popping up in that moment where I went
from not having a need for what they had
offered for a year and a half to having
an unrealized need in that moment got
them a sale and an easy one at that um
you know I think the longest amount of
that was that first initial call because
you go through all the blah blah Blas of
who are you what do you do you know all
that yeah um so kind of the last uh
thing that I really want to hear your
thoughts on is in my opinion most people
are doing email marketing wrong um they
are doing it in the most generic fashion
it's an
afterthought um and you know our tagline
is unlocking the potential of email uh
and I would love to hear from you what
good really looks like so people who are
nailing it at email marketing you know
whether they can prove the ROI or not
they know the ROI is there what does
that look like what are they doing you
know if I'm listening and I'm like I
know my email marketing is eh what am I
striving towards so I'd love to hear
your take on that i' I've got so many
ideas but bubbling around in my head
right now is kind of trying to pick one
um I think people who are doing email
marketing well right now are um the ones
who are really leveraging newsletters um
I honestly think newsletters are the new
nurture like like going back to kind of
our original kind of a idea if someone
downloads a report they get a welcome
email you throw them in a lead nurer
when they downloaded that report they
never really raised their hand to
receive emails from them they raise
their hand to receive a report the
minute they start getting nurtured with
all these these kind of emails that they
didn't really expect it's like oh hang
on a sec what's this I'm going to
unsubscribe I don't want this moment but
with newsletters someone's raised their
hand like oh this is interesting content
this is going to help me in my
day-to-day life this is going to help me
in my job this is going to be really
interesting so you kind of Lear them in
with content you and they've raised a
hand that they're interested in your
brand and th those newsletters as long
as you send them on a regular Cadence so
it's whether it's weekly whether it's
monthly whatever you can commit to you
are constantly showing up in that
person's inbox with valuable content
they are going to consume or maybe
they're not one month maybe they're not
going to be one week but you're still
going to show up in their inbox so I
think people who are doing email well
are doing things like newsletters
regular Cadence newsletters and also
double in down on their life cycle
programs I think we know right now that
retaining customers is cheaper and more
effective than trying to get new
customers so life cycle programs and
really using email to trigger emails
based on what's what a customer has done
or maybe what something that they
haven't done or um maybe it's another
way of kind of uh you can use um your
account managers your csms and try and
encourage them to really know how to do
email well how to communicate with their
customers and their clients to be able
to leverage it to keep that constant
engagement so that when a renewal comes
up rather than a renewal email coming up
out of the blue you've had that constant
communication with your life cycle
program with the customers so when that
renewal comes up you're like oh yeah we
do want to renew we we do want to stay
with you and we're happy to perhaps pay
that extra extra for the renewal for the
next year whatever it might be but I
think between the two I think musers
from a top of funnel perspective and
your life cycle programs they are the
two biggest areas I think where email
can be most effective for marketers
right now very interesting um I I always
you know not I can say not what I
expected in a response but I love that
you've you know it's funny talking about
newsletters because I think newsletters
have gone through kind of a bell curve
like they were really popular at one
point and then it seemed like everybody
had had a newsletter and there were an
abundance of newsletters and most of
them were so salesy that they really
fell off in
value um and and what I'm hearing now is
that doing them right or doing them
different and doing them
consistently becomes that and and you
know thinking about it easier touch
Point than doing full-on nurtures and
figuring out you know what's the right
communication and then looking for those
opportunities where someone is
exhibiting buying Behavior to then jump
in and nurture them and then also I
definitely always believe in the
benefits of customer marketing um and
having those life cycle programs so I
love that as advice there
um and so talking about our challenges
is just the first step and nothing
changes if nothing changes and so in
traditional therapy the therapist gives
the client some homework but here at
Revenue rehab we like to flip that on
his head and ask you to give us some
homework and so for those heads of
marketing that are listening and
recognizing that they're kind of meh at
you know email what is your
recommendation for where they start
what's that one thing that they can do
to start moving their teams and their
leverage of email in the right
direction I think it would be to ask
their teams how they think they should
be doing email because I think one of
like one of favorite things to do with
my own team is for me not to necessarily
come up with the solutions to the
problem but for my team to Rally around
the problem and for them to come up with
the solutions and for them to kind of
investigate where the power of email
could potentially lie because I think
that's when you have those kind of light
bulb moments with your team and they're
like oh wait minut we could be sending
an email when someone abandons their car
why are we not doing that we could be
capturing or even just looking asking
your team where are we seeing um where
are we seeing our metrics fall off where
are we seeing our kpis now like is email
a way for us to help us fix that
solution but I would say like for the
leaders on this call like listening to
this podcast I would say go to your team
and ask them where should we where
should we be doing email and I think you
will be surprised at the answers that
you get because I think when you pose a
question and when you open yourself to
um open yourself to getting uh answers
and brainstorming like that you can get
some really great um
replies yeah I I love that as an idea
because quite often especially subject
matter experts who you know mainly run
other channels sometimes they probably
do have those ideas of like oh we should
do this after that but because that's
not you know in their swim Lane they
don't even bring it up so being able to
like tap into everyone Collective brain
to say how do we do better you know with
this particular Channel and everyone
thinking about it from their own
perspectives the work that they do I do
agree that that's a great way to get
some insight um and then you know it
almost becomes a checklist like okay
what's going to be most impactful that's
where we start and also I would say if I
could add one more thing start with the
lowest hanging fruit you don't want to
go into so ambitious like yes collect
all of these ideas and it's great to
brainstorm but if you start with an amb
an idea that's too ambitious and you
don't necessarily win at that and it
feels like you're failing then it might
feel like you failed at email marketing
think about what is the the quickest
easiest win we can have right now with
email marketing and run with it I love
that um yeah and that is um I always
love starting with quick wins uh because
people feel good when they're able to
you know get a quick win and see some
results and that gets you committed and
focused for those bigger efforts that
may take some trial and error to get it
right um so awesome well Jana I have
enjoyed our discussion but that's our
time for today uh but before we go how
can our audience connect with you you
can find me on LinkedIn find me on the
Jana mystery um I currently at litmus
you'll be able to find me pretty easily
but feel free to connect with me I am
more than happy to connect to um any and
all lists of Revenue we have awesome
well we will make sure to link to your
LinkedIn and we will also link to the
litmus uh 2023 stateof email report uh
so that if they have not already
downloaded it well shame on them but we
will make sure that we get that link in
there so that they can see all of the
rest of the statistics and insights and
I love that there's also some links to
other reports in there that dig deeper
into specific areas um so you know kudos
to your team it's it's one of the uh
better reports that I have seen this
year in being able to you know really
concisely show the info but then also
allow you to dig in a bit deeper um so
wherever you're listening or watching
this podcast check the show notes we'll
have those links so that you can get the
report and to connect to Jana well thank
you so so much for uh for joining me I
have truly enjoyed this discussion I
love one I can talk to someone who is
just as passionate about email as I am
thank you so much for having me awesome
and thanks everyone for joining us I
hope you have enjoyed my discussion with
Jana we will see you next
time you've been listening to revenue
rehab with your host Brandy star your
session is now over but the learning is
just begun join our mailing list and
catch up on all our shows at Revenue
rehab. live we're also on Twitter and
Instagram at Revenue rehab this
concludes this week's session we'll see
you next
[Music]
week
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