Revenue Rehab EP 95 - Email ROI Unlocked: Unraveling Insights from Litmus's Report with Jaina Mistry

Summary

Bienvenidos 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

00:00

👋 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.

05:01

🎯 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.

10:04

💬 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.

15:05

📈 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.

20:09

📧 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.

25:11

✨ 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.

30:11

🏋️‍♀️ 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.

35:13

🔗 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.

Keywords

💡Email marketing

El email marketing es un término que se refiere al uso del correo electrónico como herramienta de marketing para comunicarse con clientes potenciales o existentes. En el video, se enfatiza la importancia y efectividad del email marketing como canal de comunicación, con un ROI de hasta 36 a 1. Se menciona que el 41% de los especialistas en marketing consideran el email como su canal más efectivo, superando a las redes sociales y la búsqueda pagada.

💡Relación

El video destaca la importancia de construir relaciones sólidas con los clientes y suscriptores a través del email marketing. Se habla del email como una forma de interacción humano a humano, donde el 65% de los especialistas en marketing consideran el contacto directo con los suscriptores como el aspecto más beneficioso. El objetivo es crear un vínculo emocional positivo con la marca, de modo que cuando los clientes vean un email de la marca, sepan que será una gran experiencia.

💡Newsletter

Las newsletters se presentan como una de las mejores prácticas en email marketing. Se las describe como la nueva nutrición, reemplazando los tradicionales programas de nutrición de líderes (lead nurturing). Al suscribirse a una newsletter, los clientes manifiestan su interés en recibir contenido valioso y relevante de la marca de forma regular, ya sea semanal o mensualmente. Esto permite mantener una presencia constante en el buzón del cliente y construir una relación sólida.

💡Ciclo de vida

Los programas de ciclo de vida (lifecycle programs) son otro aspecto clave mencionado en el video. Estos programas se enfocan en mantener comunicaciones relevantes con los clientes actuales, basadas en sus acciones o inacciones. El objetivo es retener a los clientes de manera más eficiente y rentable que adquirir nuevos clientes. Los emails desencadenados por eventos del ciclo de vida del cliente ayudan a mantener un compromiso constante, lo que facilita las renovaciones y la retención.

💡Contenido cautivador

El video destaca la importancia de crear contenido cautivador y educativo en los emails dirigidos a los clientes. Se menciona a Jana Mystery, la directora de marketing de marca y contenido en Litmus, quien lidera un equipo dedicado a crear este tipo de contenido para especialistas en email marketing. El objetivo es brindar valor a los suscriptores y fomentar un mayor compromiso con la marca a través de contenido atractivo y útil.

💡Buzzword

Al comienzo del video, se menciona el término buzzword (palabra de moda) en el contexto del buzzword banishment, un segmento donde los invitados proponen eliminar una palabra sobreutilizada y poco efectiva de la jerga del marketing. En este caso, Jana Mystery sugiere deshacerse de la palabra hacks (trucos), ya que a menudo se utiliza de manera engañosa para describir tácticas cuestionables en lugar de estrategias genuinas y efectivas.

💡Cadencia

La cadencia se refiere a la frecuencia y regularidad con la que se envían las comunicaciones por email. En el video, se recomienda enviar newsletters con una cadencia regular, ya sea semanal o mensual, según lo que la marca pueda comprometerse a mantener. Esto garantiza una presencia constante en el buzón del suscriptor y refuerza la relación con la marca, incluso si el receptor no interactúa con cada email.

💡Retención

La retención de clientes es un concepto clave mencionado en el video. Se enfatiza que retener clientes actuales es más rentable y efectivo que adquirir nuevos clientes. Por lo tanto, los programas de ciclo de vida y las comunicaciones por email enfocadas en mantener el compromiso con los clientes existentes son fundamentales. Estas estrategias ayudan a fomentar las renovaciones y evitar la pérdida de clientes.

💡Conexión

El video destaca el papel del email marketing como conector entre los diferentes canales y esfuerzos de marketing. Mientras que otros canales como las redes sociales y la publicidad pagada se utilizan para captar la atención del público, el email actúa como un vínculo para mantener la conversación y la relación con los clientes potenciales hasta que estén listos para avanzar en el proceso de compra.

💡Estrategia

A lo largo del video, se enfatiza la importancia de tener una estrategia sólida para el email marketing y no tratarlo como un elemento secundario. Se recomienda involucrar al equipo de marketing en la identificación de oportunidades y áreas de mejora para el uso del email, en lugar de imponer soluciones desde la gerencia. Además, se sugiere comenzar con metas y victorias rápidas antes de embarcarse en iniciativas más ambiciosas.

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

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week