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awesome email for 2023 - Coggle Diagram
awesome email for 2023
Introduction
why 2023 is the year for email
Pulling money from meta
Unlock massive increase in budgets for email
Deep dive into things you need to do to mx your email results
Being practical with strategy planning
Strategic planning for emaill is bloated and indulgent
Planning is often too separate from building!
Build planning into production and stop over planning - be more tactical
plan for big campaigns in advance- mid market brands miss out.
Grid planner- 1 page
Getting practical with your customer lifecycle and marketing automation
Lots of mid market and Bto C brands using platforms to manage this makes it almost impossible to keep on top of everything
Optimising for performance is key. Stop seeing your email platform as being enough.
Reports all hidden deep and never looked at.
Solution is to extract to another tool to visualise and monitor.
Apps
with Plot app is good
Miro
Possible Miro template
ESP's should be doing this to accept automations from other tools but they dont yet.
Stop Assumptive hyper segmentation
Broad obsession with segmentation! it a waste of time
Deciding which categories to show them on first person data is disempowering
So easy to deny them info they might need.
Whats the solution:
Think about segmentation as how simple can this be.
expose subscribers to whole categories
Hear How many subscribers do we have preferecnes captured for - but never "what new preferneces have we had in x period for this. Too obsessed with the bigger number!
Wake up and realise subscriber preferences change!!
3% unsubscribe to invite for an event example. CEO had demanded they do it!
More generic emails often outperform the segmented emails- so look at your numbers and check!
Engage brain and cool your heels on segmentation!
Better understand and manage your frequency
Things are getting out of hand!
With all the automations its hard to know how many emails subscribers get!
Email platform rules are generally not good enough
Smart sending can help if your platform works- I
Blunt tool just skips! and its only 16 hours window by default
MArketers are disempowering themsleves by relying on tools to do this but tools do this badly!
typically 15-20 automations in place- so this gets hard!
Solution is an rules of engagement matrix
Sheet with scores for how important an email is for the customers
prioritise those automations
Decide which automations can overlap!
Ideal is only to ever bave having one conversation at any one time
Look beyond digital at your list growth!
The nightmare of negative churn!
Paid social can drive numbers but little to no value
Think different
trade fairs / trade shows
Think more like oatly
https://www.oatly.com/en-gb/spam/sign-up
philips photos
think more about your tools
Think outside your ESP
START UP IN TECH EMAIL SPACE ARE ON FIRE
emailify tool- turns figma file into an html email
Email magic- Enables you to shop your whole cart inside the email- when you hit checkout your cart is populated online- can also collect reviews int he email
Start to expect less of your subscribers!.
Unrealistic expectations making the space hectic
take pressure off yourself but sttart with your subscribers
do you really have to say everyting!- simpify