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Litmus Reside Week 2020: Day 1 Highlights – Litmus Get hold of US

We hope everybody had an superior first day at Litmus Reside Week! For these of you who didn’t make it or haven’t signed up but, right here’s a re-cap of what you missed from our dwell classes right now—all lovingly compiled by yours actually, Jaina Mistry, and Jason Rodriguez. However significantly, what are you ready for?! See the full schedule and get your seat earlier than it’s too late.

Kickoff & Welcome | Melissa Sargeant, CMO @ Litmus

Our very personal CMO, Melissa Sargeant kicked us off by speaking about how one can win clients for all times with an #EmailFirst technique. Creating clients for all times begins and ends with nice model experiences. Take into consideration the final nice model expertise you had. What made it so particular?

You’ll have to take a look at the recording subsequent week to seek out out which model Melissa is a fan of and what experiences have formed her love for them. However what we will share is that quite a lot of it boiled right down to e mail being an extension of and delivering on their model promise. It’s probably the most private channel to construct these connections.

Email is an extension of your brand promise

Our latest 2020 State of Electronic mail Report bolsters that declare, with e mail being extra necessary in 2020 than ever. You knew it, Melissa knew it, and now the info exhibits it.

Email Is More Important Than Ever

Due to the significance of e mail, and the power to create these deeply private model experiences with it, extra e mail is on the best way.

So, how are you going to get all of it completed? By going agile in e mail advertising and marketing. Melissa previewed the brand new Agile Electronic mail Advertising Workflow, which you’ll see once more in additional element in Wednesday’s session: Going Agile: The New Standard for Email Marketing Efficiency & Success. However within the meantime, listed below are some factors to ponder when interested by the change.

5 Reasons to Go Agile

Then we dove right into a “select your individual journey” with the viewers selecting to be taught extra about Analytics & Personalization.

This wasn’t stunning with 60% of e mail entrepreneurs saying it’s a precedence transferring ahead. While you put Electronic mail First, you shortly notice that your e mail analytics, unlock a wealth of insights to provide the means to actually perceive what your clients, subscribers, and prospects need to hear from you. These can simply be utilized to driving higher segmentation and personalization (and never simply to your subsequent e mail marketing campaign, however to your total advertising and marketing combine!).

Email Amplifies Your Marketing Efforts

And whereas customers need advertising and marketing experiences to be private, don’t make it too private.

87% of customers suppose it’s necessary to buy from manufacturers that perceive the “actual me,” however “49% of customers additionally stated a model unhealthy change into “too private.”

For the following a part of our journey, Litmus Reside Week attendees selected Advertising in 2021, with the highest three highlights being:

  • Personalization: Including on to the dialogue above, putting the correct stability of personalization, whereas not being creepy is essential in your future efforts.
  • Cookies: Understanding the third-party cookie crackdown is a vital space to deal with. 43% of entrepreneurs stated they didn’t have a very good understanding of it.
  • AI: Getting a very good deal with on how you should utilize AI in e mail advertising and marketing right now is not going to solely assist workflows, but in addition assist in driving elevated enterprise outcomes.

The following cease? The session recording subsequent week! You may catch Melissa’s full presentation on the above AND the 2 paths unique to the recording: Electronic mail Advertising ROI and Buyer Expertise.

Create an Electronic mail E-newsletter Individuals Will Clear Their Calendars to Learn: 7 Classes From the Previous 7 Months | Ann Handley, CCO @ MarketingProfs

It’s no secret that newsletters assist you to and your model get outcomes. However the previous 7 pandemic-filled months have heightened our obsession with them. So how do you create a must-read publication?

Ann Handley, Chief Content material Officer at MarketingProfs, shared her recommendations on how one can make e mail newsletters work extra successfully and the way the neatest manufacturers have shifted their strategy in the course of the pandemic.

The e-mail publication is essential to constructing belief X affinity. Particularly proper now.


trust X affinity slide from Ann Handley's Litmus Live Week session

Your publication is vital in a disaster. (Which is what the world has been in for almost all of this yr!) And through a disaster, it’s much more necessary to point out (and never simply say) you’re there to your subscribers and readers. How do you do this? Construct belief along with your viewers by speaking with empathy and compassion.

65% of us say {that a} model’s response in a disaster may have a huge effect on the probability of buying sooner or later – Edelman Model Belief and the Pandemic

Set expectations and belonging

Setting the scene and establishing the tone of your publication is essential to its success. Begin off on the correct foot with a welcome e mail to your publication. That is THE place so that you can set expectations along with your viewers—allow them to understand how typically they’ll obtain your publication and when to anticipate it of their inbox.

Use a non-neutral voice

When writing a publication, communicate on to your individuals. Ditch your advertising and marketing voice in favor of one thing extra private and distinctive. One thing that’ll appeal to your readers. It might detract a few of your viewers who don’t “get” your voice, however that’s okay.

Tip: Rely the variety of occasions you employ the phrase “you” in your publication. The extra there are, the extra conversational your publication shall be.

And in abstract…

the most important part of the newsletter is the letter. State a reason; infuse with a tell. Anoint an anchor-host. Non-neutral voice. Expectations, belonging. Bridge, not a tower. Netflix approach: story, open loops, scroll magnets.

On-line Instruments, Offline Conversions: How PolicyGenius & Redfin Discovered Success | Jessica Owen, Policygenius + Katie Raynolds, RedFin

Jessica Owen from Policygenius and Katie Reynolds from Redfin took to the digital stage to speak about how their two completely different firms face comparable challenges and the way they labored collectively to evolve their e mail methods. Via a collection of case research, Jessica and Katie shared a few of their successes and failures on their path to profitable e mail advertising and marketing applications.

Electronic mail is significant for connecting on-line and offline experiences

Despite the fact that industries differ, all firms want to verify their digital expertise matches in-person experiences. Proceed conversations, use technique to bolster messaging throughout each situations, and supply worth all through the journey.

Jessica shared how Policygenius mixed e mail and SMS to get extra individuals to name their insurance coverage consultants, an important a part of their funnel. Electronic mail is used to clarify that there are actual individuals ready to speak to them by way of cellphone, not exchange that interplay. By counting on e mail to nudge individuals in the direction of calling reps, Policygenius noticed large wins.

Policygenius results: +20% increase in inbound calls and +25% increase in conversion to next funnel step

HTML and plain textual content emails serve completely different functions

Each firms use HTML emails to offer necessary info and reinforce the model on prime of delivering a personalised purchasing expertise. Nevertheless, they use plain textual content to provide a extra private really feel and to generate a response from subscribers.

HTML vs. plain text: It depends

It’s an fascinating tackle a debate we’ve been having at Litmus and speaks to the necessity for entrepreneurs to grasp the aim behind each single marketing campaign.

Know when to let people do the driving

Electronic mail is an effective way to offer info and get your message out, nevertheless it’s not a cure-all for firms. Electronic mail works properly relating to delivering newsletters, product updates, and transactional info, however typically we have to get out of the best way and join clients to precise individuals. Use e mail (mixed with different channels) to incite precise conversations to construct higher relationships along with your viewers.

…and that’s a wrap for day 1 of Litmus Reside Week. “See” you tomorrow! (Significantly, it’s best to register if you haven’t already.)

#Litmus #Reside #Week #Day #Highlights #Litmus

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