Why is Mastering Email Marketing like Catching a Unicorn?
Summary
TLDREn este episodio de 'Email Never Sleeps', Andrew Cordic conversa con Evan Blittner, un experto en marketing con 16 años de experiencia. Evan comparte su visión sobre por qué dominar el marketing por correo electrónico es como atrapar un unicornio: un objetivo brillante pero inalcanzable debido a la naturaleza dinámica del marketing por correo. Discuten la importancia de la estrategia, la experiencia del cliente, la segmentación y la medición de la atribución en diferentes etapas del ciclo de vida del cliente. Evan enfatiza la necesidad de pruebas iterativas y la colaboración con equipos de datos para mejorar constantemente las campañas de correo electrónico.
Takeaways
- 😀 La maestría en el marketing por correo electrónico es difícil de alcanzar porque es un objetivo en constante movimiento y cambia con el tiempo.
- 🔍 Es importante tener una amplia experiencia en diferentes sectores y roles para entender las complejidades del marketing por correo electrónico.
- 🌟 El término 'unicornio' se utiliza para describir algo que es ideal pero difícil de alcanzar, refiriéndose a la maestría en el marketing por correo electrónico.
- 📈 La medición del éxito en el marketing por correo electrónico no debe basarse únicamente en la recepción y apertura de correos, sino en una variedad de atributos a lo largo del ciclo de vida del cliente.
- 📝 La importancia de contar con el apoyo de la dirección para poder abordar el marketing por correo electrónico de manera integral y no fragmentada.
- 🔑 La estrategia de marketing por correo electrónico debe comenzar con una comprensión profunda del cliente, su jornada y cómo se puede mejorar su experiencia.
- 📑 La necesidad de trabajar con datos primarios, secundarios y de terceros para segmentar adecuadamente a los clientes y personalizar las comunicaciones.
- 🔄 La importancia de la iteración y el testing continuo para mejorar el programa de marketing por correo electrónico y ajustar la estrategia según los resultados.
- 📈 La dificultad de medir el éxito en la retención de clientes y la necesidad de implementar pruebas de control (holdout groups) para evaluar el impacto de las estrategias.
- 🔔 La importancia de comenzar las estrategias de recuperación de clientes (win back) temprano, y no esperar hasta que sea demasiado tarde para intentar reactivarlo.
- 🚀 La necesidad de innovar y probar nuevas tácticas en el marketing por correo electrónico, en lugar de quedarse estático en un enfoque que ya ha demostrado ser insuficiente.
Q & A
¿Qué comparación se hace entre el marketing de correo electrónico y la captura de un unicornio según el podcast?
-La comparación es que el marketing de correo electrónico es algo brillante, hermoso e increíble que parece representar todo lo que queremos que sea, pero en realidad no existe o es muy difícil de alcanzar, al igual que un unicornio.
¿Cuál es la experiencia laboral de Evan Blitner en el campo del marketing según el guion?
-Evan Blitner tiene 16 años de experiencia como marketing o estratega, trabajando en agencias, del lado del cliente y del vendedor, con un enfoque particular en el marketing de ciclo de vida CRM en varias industrias.
¿Por qué es difícil dominar completamente el marketing de correo electrónico según Evan en el podcast?
-Es difícil porque es un objetivo en movimiento, con muchos componentes internos y experiencias del cliente que cambian constantemente, lo que hace que dominarlo de manera holística sea complicado.
¿Qué es lo que Andrew Cordic sugiere que las personas deberían hacer para comenzar a entender el marketing de correo electrónico?
-Andrew sugiere que las personas deberían comenzar con la experiencia y la estrategia de alto nivel, entendiendo la investigación, el uso de datos primarios y secundarios, y cómo se segmenta y personaliza el mensaje.
¿Qué importancia tiene el liderazgo en la estrategia de marketing de correo electrónico según el guion?
-El liderazgo es crucial, ya que sin el apoyo de los líderes a nivel superior, es probable que se trabaje solo en partes del proceso y no se conecte todo el ciclo de vida del cliente.
¿Qué es un 'holdout group' y por qué es difícil de vender esta idea a la dirección en el marketing de correo electrónico?
-Un 'holdout group' es un grupo de control que no recibe el tratamiento de marketing para medir el impacto de ciertas tácticas. Es difícil de vender porque a menudo la gente no les gusta la idea de no aprovechar al máximo todas las oportunidades de marketing.
¿Qué es una de las métricas clave que Evan Blitner sugiere que se deberían considerar más allá de los ingresos en el marketing de correo electrónico?
-Evan Blitner sugiere que la atribución, que ocurre en diferentes ciclos del individuo que se está tratando de alcanzar, es una métrica clave que se debería considerar además de los ingresos.
¿Qué es una de las dificultades mencionadas por Evan Blitner en el área de retención en el podcast?
-Una de las dificultades es pensar en los diferentes tipos de clientes y puntos de dolor que se están tratando de prevenir, y cómo medir el éxito de las estrategias de retención, especialmente cuando se trata de justificar tácticas como el uso de grupos holdout.
¿Cuál es una de las estrategias de testing que Evan Blitner ha encontrado efectiva en el marketing de correo electrónico según el guion?
-Evan Blitner menciona que las pruebas de líneas de asunto son una estrategia de testing efectiva, ya que si más personas abren el correo, es más probable que se obtenga un mayor número de clics y, en última instancia, una mayor tasa de conversión.
¿Qué es una de las conclusiones finales que Evan Blitner ofrece en el podcast sobre el marketing de correo electrónico?
-Evan Blitner concluye que no hay un email master y que todos somos estudiantes de esta disciplina que seguirá cambiando, por lo que es importante trabajar continuamente en la mejora y la innovación en el marketing de correo electrónico.
Outlines
📧 Introducción y presentación de invitados
Andrew Cordic da la bienvenida a los espectadores y presenta al invitado especial, Evan Blittner. Evan se introduce y comparte su vasta experiencia en marketing, especialmente en CRM y marketing de ciclo de vida en diversas industrias como telecomunicaciones, seguros y finanzas.
🎯 Definiendo el unicornio en el marketing por correo electrónico
Evan explica por qué dominar el marketing por correo electrónico es como atrapar un unicornio: es deseable y perfecto, pero inalcanzable en su totalidad. Aunque se pueden dominar aspectos específicos del ciclo de vida del cliente, el marketing por correo electrónico es un objetivo en constante movimiento debido a múltiples factores internos y externos.
🔍 Estrategia y experiencia en marketing por correo electrónico
La discusión se centra en la importancia de la estrategia y la experiencia del cliente en el marketing por correo electrónico. Evan y Andrew enfatizan la necesidad de tener apoyo de los líderes superiores y la comprensión del recorrido del cliente desde su inicio hasta la resolución de problemas, incluyendo la investigación y el análisis de datos primarios y terciarios.
💡 La importancia de las pruebas en el marketing por correo electrónico
Evan resalta la importancia de las pruebas iterativas en el marketing por correo electrónico. Aunque todos los aspectos son importantes, las pruebas de líneas de asunto suelen tener el mayor impacto. Las pruebas deben ser continuas y estratégicas, enfocándose en áreas que generen el mayor retorno.
🛠 Desafíos en diferentes etapas del ciclo de vida del cliente
Se discuten los desafíos en varias etapas del ciclo de vida del cliente: adquisición, venta cruzada, retención, sorpresa y deleite, y recuperación. Evan elige hablar sobre la retención, destacando la complejidad de medir y justificar la retención ante la dirección. Andrew elige la recuperación, enfatizando la necesidad de comenzar las intervenciones antes de lo habitual para tener éxito.
🚀 Conclusiones y recomendaciones
Evan y Andrew resumen los puntos clave, destacando la importancia de no enfocarse solo en las métricas de correo electrónico sino en datos holísticos que puedan cambiar el juego. Recomiendan a los profesionales del marketing que se centren en mejorar continuamente sus programas y a no sentirse complacidos con los resultados actuales.
Mindmap
Keywords
💡Marketing por correo electrónico
💡Ciclo de vida del cliente
💡Segmentación
💡Retención
💡Reenganche
💡Compra cruzada
💡Experiencia del cliente
💡Investigación primaria
💡Medición de atribución
💡Centro de preferencias
Highlights
Mastering email marketing is like catching a unicorn: a beautiful and elusive goal.
Evan Blitner's 16 years of experience in marketing and CRM lifecycle strategies across various industries.
The importance of understanding the customer journey and the challenges in email marketing.
The need for buy-in from top-level leadership for a holistic approach to email marketing.
The dynamic nature of customer preferences and data, affecting the strategy and experience.
The significance of segmentation and nuanced messaging in email marketing.
Difficulties in measuring attribution across different stages of the customer lifecycle.
The long-tail journey of understanding customer behavior and optimizing email strategies.
The challenge of managing expectations with holdout groups in testing email campaigns.
The iterative process of testing in email marketing and its impact on strategy.
The importance of not being complacent and continuously innovating in email marketing.
The role of primary and third-party data in shaping email marketing strategies.
The challenges of retention in email marketing and the need for early interventions.
The misconceptions about win-back strategies and the importance of starting them early.
The necessity to prove the worth of email marketing through documented attribution and innovation.
Final thoughts on the continuous learning and improvement required in the email marketing field.
Transcripts
hey everybody Andrew Cordic back with
another email never
sleeps and my special guest today I
think you're gonna enjoy because our
topic is called why is mastering email
marketing like catching a unicorn and
this interesting and I've got Evan
blittner um with me um he's been around
a long time Evan introduce yourself tell
us a little bit about your background
and then let's just jump into the topic
sounds great thank you Andrew uh so yeah
hi everybody I have uh 16 years of
experience as a marketer or strategist
I've worked at agencies and client side
even vendor side uh very early in my
career um so going into my experience
just a lot last 12 years very heavy
focus on CRM life cycle marketing
specifically with Brands across multiple
Industries uh
Telecom
Insurance uh
finance and uh of course uh one of my
best experiences was cpg but anyway you
know just a variety of experiences also
Hospitality but that was you know it was
fun it's just smaller bits if your
agency side sometimes you do you know
projects and and you know you on an
account for a short period of time so
it's hard to like narrow in your focus
when you've been in so many places but
that's why I feel like I have a wide
breath of experience you're you're what
I call the trifecta right I've been in
the email Trifecta right agency client
and uh vendor side so uh for those of
you that don't know the trifecta that's
what it is um so let's talk about
mastering email marketing and why it's
like catching a unicorn and I'd love for
you to say like what is the Unicorn like
why did you why why did you use that
term what what is the Unicorn to
you a unicorn is simply something that
is shiny beautiful amazing represents
everything we want it to be yeah and it
doesn't exist yeah oh wait a minute wait
a minute you're saying that uh uh
mastering email marketing you know
doesn't exist what do you mean what do
you mean by that like that that's hard
to understand right well I think you can
Master areas of email marketing and I
know we're going to break that down yeah
know can Master certain parts of a life
cycle Journey or a campaign or test of
course you can yeah but you master
holistically from the second someone
becomes uh gives you permission to
communicate with them all the way to
winning them back if they if they laughs
can you master that every aspect of it I
don't think so and the simple reason is
because it's a moving Target there is so
many and we'll get into it but there's
so many components to it from internal
um internal parts to to the actual
experience that uh customers wind up
getting 100 100% agree right uh you know
uh someone always ask my um opinion on
preference centers and I'd say
preference centers change over a long
period of time right and customer
preferences change your data changes um
industry changes internal stuff changes
so what would you say
is the is where do we where does
somebody start right like how when you
start talking about like channels that
are involved or data that's aligned or
or whatever let's talk about the Top
Line right uh experience and strategy
what do you what what what what are your
thoughts on that and how would you
advise or um what do you want to talk
about when it comes to topliner strategy
experience yeah of course and I think
every industry has its uh ins and outs
of U izing research utilizing uh a
customer's journey in terms of primary
data first party data third party data
and the messaging itself right how deep
does your segmentation go does messaging
certain customer types um really make a
difference and how nuanced you need to
be right yeah and then and then you know
let's back it up a second you have to
understand your whole journey and you
have to have so so like first first and
foremost if you want to try to aim
toward Mastery you need um buy in from
the top level leadership needs to buy in
if you don't have leadership buying in
you're GNA find yourself working on bits
and pieces of the journey and you're
never gonna connect at all yeah and
that's important when we start talking
about Journey everybody I think that's
where sometimes people get confused or
mixed up oh yeah and what I mean by
Journey is is where does it start what
do they do what's their problem what are
you trying to solve and how do you get
that information like you said primary
research um I don't know about some of
you but like when I when I was
Consulting big time I went in and I
listened to customer service calls
inbound customer service calls I
actually read people when they responded
back to emails thinking that was
somebody there to to read you have to
understand the problem and then you have
to understand when they sign up right
when they start giving permission like
you said where do they go what do they
receive how often do they receive it in
the timing right and that that's part of
taking a step back and understanding
what initially happens and what do you
see from Brand's perspective or what do
you see as a significant challenge you
said getting Buy in I agree but I also
think it's getting Buy in from all the
other people that have to be involved
where touches right I completely agree
just start with the top down and then
you really do need to go through like
stakeholder interviews and get a post of
where everyone in the organization
is you know that that varies from you
know all the way down your different
departments whether you use an you know
most likely you use a third party ESP
most likely you have a CDP that's also
third party or um or you're using uh
your combination of Technologies to make
it almost like a CDP like a Salesforce
yep um but then beyond that you know you
have to also understand you know your
technology your your it team like can
they keep up with you can they do they
understand the problems you're trying to
solve and then beyond that of course the
marketers themselves right how are they
how are they comprehending its value of
email and in general its role some
people see emails you know there's all
different variations and flavors of it
and like you know go I don't want to go
off on the
tangent I to do that
easily but I've seeing you know certain
industries see it as solely like a
branding tool at times yeah see it
solely as a Trans actual kind of
experience and obviously everything in
between one of the things that you and I
chatted about when we were setting this
up um and you made an interesting point
of you know how is your attrib rtion
being measured right and you know you
know a lot of the a lot of the times
email marketers CRM marketers get
together and really the only attribution
is revenue and and I'm going to disagree
on that because I think attribution
happens at different cycles of of the
individ individual that you're trying to
reach right so how is your attribution
being measured in the beginning in the
middle and maybe towards the end right
and those those attribution measures
probably are look a little different in
each life cycle stage uh of people um
and where they're at and
so you guys listening right I mean I
think this is important to note is you
shouldn't just have one measure across
all of your different segments across
all of your different things and yeah
revenue is going to play important part
depending upon what you're you know what
vertical you're in but you need to have
a really good measure in addition to the
journey and I remember I um I did a I
did a study once where it was 150-day
journey I looked at emails across a
brand for 150 days and found out that
75% of them were not stuff that I signed
up for in fact it was completely
opposite and I was receiving almost
eight times the amount of email than
really what I thought was going to get
and that takes time right so when you
start out and I know we're in the
beginning right but when you start out
doing this stuff it's not like it's a
wham bam we're done in two weeks type of
thing right it's a it's a longtail
journey to figure this stuff out and I'm
sure in your
experience it's kind of the same thing
right like it takes a while to yeah to
get a pulse of where there's gaps and
where you can certainly improve upon the
contact strategy whether it's you know
as you pointed out giving uh the
customer what they're what they're
seeking but the reference Center as an
example or if it's just simply deeply
understanding the customer better right
maybe you have a brand that marked that
happens to have 10 plus products and you
can actually tell by the data that
there's an interest in three or four
well then you should tread lightly on
the other ones even if they are the
generator it do they're not going to
convert most likely right um we touched
on uh testing in our in our pre- calls
and said it solves many pain points
because there there's a there's a lot to
test but it makes it almost impossible
because you need to do iterative testing
right around a couple different things
and so I'm curious what your thoughts
are on
testing yeah I so testing so let's just
say you either you know are just
inheriting a program or you you know now
roll out an improved version of a
contact stry and you have your different
places you're never going to be perfect
yeah that's part of the Enigma right no
matter how much you chase greatness
what's going to happen is ultimately
you're going to find areas to test
you're going to break down something it
might be uh an automated stream and
you're gonna be like wait a second this
has this has been here for years maybe
we should test this and ultimately I've
come back to as much as I love testing
multivariant headline and all kinds of
details yeah it's always been my
experience that subject lines seem to
get the most um Improvement because it
just trickles down it just makes sense
more people open an
email then you're gonna get more overall
cck clicks maybe get the better click to
open rate but does that matter if you
generate more Revenue not really or
whatever or wait and to Andrew to your
point yeah maybe that's not what you're
trying to get them to do maybe you're
just trying to get them maybe it's like
a Rewards program no you're early in the
journey and you just want them to sign
um to either activate or simply um for
example add more points um not points
get points for their uh given their
preferences you know like what they like
to do or what they're interested in and
so in those instances again if you could
get more people to open and then
ultimately more people to convert that's
the name of the game yeah and a lot of
people struggle with you know where do I
start from a testing perspective you
know the testing drum has been beaten
for many many years I know I've done it
um and a lot of people struggle with not
only just starting But continuing and um
I've always I've created a testing
template here at ipost which uh has
stood the test of time and it it starts
slowly it gets you addicted to testing
um and um I remember you know you're
able to sort of draw like what's next
and then know what is going to be the
most um
influential from a testing I wrote a
white paper on the couple stages of
testing and that's why when you kind of
get into it it's a it's a it's a however
long you stay at an organization right
folks you're gonna just be testing the
entire time and we're not talking about
we're not talking about daily testing
right I mean don't go bananas on testing
and learning and stuff like that but
there's this hypothesis that you have to
form and then you know whether it's a
once a week test or once a month test or
even a longtailed test right I did
testing for six months on a confirmed
opt-in email it's not an immediate thing
and we as email marketers or CRM
marketers we get instantaneous
gratification right when we send emails
out and um and oftentimes we have to let
sort of stuff marinate sit right and and
uh before you sort of learn um you know
we start talking about um the
difficulties um in the stage of the life
cycle and and you had mentioned this in
in an email to
me and they are right acquisition cross
sell and upsell retention surprise
Delight um win back pick one Evan pick
one and tell me where that difficulty
that someone would have in those
acquisition cross cell retention
surprise and and and win back where
where are the difficulties in in doing
that and then I'm gonna pick one okay um
I mean I've done a lot of acquisition so
I'm going to actually challenge myself
on the Fly and I've done retention as
well but okay um I'm going to go with
retention and I guess because there's
components to it um retention in some
ways is more of a challenge because you
have to think through the different
customer types and the different pain
points you're trying to prevent the
friction you're trying and as a marketer
sometimes you can't do much right maybe
you can educate somebody on a situation
that helps ease their concern about a
product or a service or maybe you can do
something to improve their experience
and it's it's all part of what it what
it entails however it becomes
challenging to measure it sometimes and
it also becomes challenging
to um go to management and say this is
what I'm really doing and then I just
add one component to it hold out groups
really become at least in my experience
a real challenge to sell out to sell to
Upward to sell to leadership because
people don't like holdout group and so
um if you're saying um hey like I'll
give an example of something without
getting into twoo too far that I heard
once you have someone returning for a
service every year yeah them if you
offer them um a certain certain promo
you know that you're going to get more
right yeah more people returning however
maybe there's a maybe there's a case for
a hold out group maybe you're offering
too many people that now how do you how
do you justify that for when your your
annual revenue might be 30% from email
that year you know so that's why it
becomes a real challenge in many
different capacities yeah that's a good
point right
and I've only known of all the
organizations I've ever worked with or
worked for I've only experienced uh two
organizations that were in favor of hold
do groups which is interesting right and
you're smiling because you know the
challenge right at least to sell it
because there's this notion of not only
just kind of carrying through that
holdback group but the the challenge
leading up to convincing people that
it's it's it's okay uh to do I'm gonna
choose winback
um amongst some of these different
things and I'm going to use a quote I'm
not going to claim uh claim ownership of
this it was my former creative director
when I own trend line his name is Alex
Williams owns his own agency now um you
can't put you can't wake up people the
same way you put them to sleep and so
when we start talking about win backs
right um often times there's this line
in the sand that's drawn by CRM
marketers I don't care if it's three
weeks three months three years 6 months
or whatever often times we begin win
backs too
late and there's this notion that the
way to win them back if you're um you
know if you're b2c or an eaer or
whatever you wi back with a special
discount right let's send everybody that
hasn't done this in X number of months a
new promotion or let's send somebody uh
an incentive to resign up to be a part
of our sub description service whatever
that case is what we don't look at as
professional marketers is sometimes it's
okay to start interventions or win backs
earlier I like using the term
intervention whether it's early mid or
late term interventions you should
really sort of think through that now
think about everything else you're doing
folks right from acquisition to regular
marketing emails to cross sell to what
you just said was retention and then
surprising delight mean mean your head
just goes boom right right so that's
where we're talking about you know it's
really hard to get into this um so I
would ask to for for everybody that's
out there is take a step back and focus
on one area of your of your program
because you can't focus on everything
you really
can't focus on one area of your program
where you think you're going to get the
biggest bang for your bu
so that when you can sell what the next
thing is if you have to to Senior
Management whether it's a winback
strategy whether it's an acquisition
strategy you're armed with data to go to
those folks and say hey this is what we
did this is what we want to do next we
need X number of budget to do it so
start earlier than you think when it
comes to win back because I honestly
believe that we wait too long and by
that time they're they're off right that
that's that's a recipe and I think I
heard a stat one time that only like 3%
come back on a winback I have no idea if
that's true or not I really don't care
um I think that you can increase those
stats because it's a lot easier like
we've always said it's a lot easier to
kind of deal with the people that are
already there than to try to go get um
uh new people so I really agree yeah so
we obviously haven't touched on
everything Evan right based off of our
time and that's why this is really
really hard everybody this is really
hard um to be an email marketer although
oftentimes we are don't have that seat
at the table we don't get the biggest
budget so what would your two or three
key takeaways that you'd want everybody
to walk away from this
podcast um and go and try and do or at
least start to do in their organizations
what what would you say
say yeah I think uh
ultimately I think taking away some of
the key points that we put out there uh
for different parts of the journey wi
bath retention as we just covered I
think another key thing is I I I know I
hit on it but I'll just say it again
yeah um if you can avoid getting into
the Trap of looking at just email
metrics and looking at results from
email and if you can visit think
holistically and work with your data
science team sometimes into your primary
data and maybe find something that
really changes the game yeah can make a
huge difference rather than just being
in your I guess what I would call your
bubble where you're playing with what
you already have in your
sandbox all great points and I'm going
to say this whether you're one week one
month one year or 10 years into your
role at your or organization there's
always something you can do to
iteratively improve your
program being complacent in areas like
how's my acquisition what's my journey
in the first 20 days to focusing on this
that or the other thing the only way
marketers are going to feel or email
marketers are going to feel better about
their role either a outside of their
organization or inside of their
organization to get spr cred so to speak
is to prove your Worth right through
trying to iteratively innovate or and
and document and keep track of your
attribution so that you can feel like
you're getting more and more out of the
program don't feel stuck there's a lot
to do you're never going to do
everything um folks um focus on what you
can change um and and just know that
when someone shows me on email on
LinkedIn or tells me I'm an email master
I'm like no you're not no one's an email
Master right um it takes time and you've
been in the business long enough I've
been in the business long enough to know
this is we are students you're a student
I'm a student of this craft and it's
going to keep changing no matter what
whether there's just some huge
Innovation right around email this is is
always going to be something that I
think we have to continuously improve
upon and and consumer Behavior just
changes over time absolutely so that's
gonna change no matter what
absolutely Evan any any final words
anything you want to leave for our
audience or or or what I Andrew thank
you again this has been great I really
appreciate it and I hope that everyone
enjoyed our uh podcast here and um you
know love you and anytime you want me
back I'm here for sure and and just like
I say to everybody every single podcast
we're going to put Evans Deets out there
to contact him on LinkedIn I'm sure
he'll be more than happy to um engage
with you uh you can learn from his
experience um Evan dude it's it's been
great thank you so much for taking time
out of your schedule to be with me and
everybody thank you for your continued
support support of email never sleeps I
really appreciate it uh until next time
keep emailing but try something new
innovate do something different next
week than what you would have done um
this week thank you again everybody
thank you again Evan and we'll see you
on the other side
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