Email marketing swipefile: Marketing conference invite from Unbounce

marketing email for marketing conference from unbounce

What I do like is the single-track approach. They don’t put together an event where you have to pick and choose, but instead thoughtfully get the right speakers talk about the right things. It’s like the difference between going to a restaurant and having a huge menu to choose from, versus going to a restaurant with a set menu, where the chef can focus on creating ONE great experience. I’d rather go to a place where I trust the chef enough to put together a great meal than one who has a menu featuring Italian, French, Spanish, Indian, Thai and Japanese cuisine. Wouldn’t you?

Overall the email feels a bit cluttered at times, and I’m really not getting it visually. The big banner takes up a lot of attention-space, without really compelling me to learn more or take the next step, I’d either come up with something stronger here or just get rid of it.

The copy itself is also not my favorite: “Experience digital marketing in ways you never thought of”. Where’s the benefit in that for me? I’m not interested in “experiencing” digital marketing. What I am interested in is: will reading this email (instead of hitting the delete button), and eventually going to the conference help me become a better marketer, hit my numbers, achieve my desired outcome?

I do like however that they highlight the opportunity to network with 1500 marketers.

Why the Google Keyword Planner isn’t that useful for SEO research anymore

Google Keyword Planner used to be the go-to-tool for SEO 10 years ago. But they’ve been removing more and more data from the tool. It’s still a great tool, just not for SEO folks anymore. Now, it’s mostly of value to advertisers who want to run AdWords ads.

YouTube marketing case study: Full-time Mountain Biking YouTuber in 3 years

Noah Kagan just released a cool video of a guy who used to be a web developer, was bored with his job, started doing a YouTube channel on mountain biking… and is now making a (very solid) full-time income form it. Here’s it is:

Here’s the cheat-sheet:

  • initially these videos were just a fun hobby, and he thought he might make a few extra bucks from it
  • but soon (about 10-15 videos in) he realized this could be much more
  • timeline:
    • 4 months: 100 subscribers
    • 6 months: 500 subscribers
    • first year: not making any money from the channel, while still publishing 2 videos per week (this was still a side-hustle; he was running his web dev biz)
    • couple months later: 10,000 subscribers! big spike
  • videos were always concise. “every second of video is a chance to lose the viewer”
  • making videos is a ton of work:
  • sometimes takes a whole day just to write a script
  • “these thoughts don’t come out completely organized. they don’t. i have to write it out and read it over a bunch of times to get it right.”
  • “after i’m done with the voiceover, i edit all the clips to the voiceover”
  • “when i go out and ride and I create 8 minutes of riding footage, that’s a couple of days of riding, and i have to go through all that and pick out the parts that are relevant”
  • story telling formula:
  • 1: always start with a premise (establish a scene; explain what the rest of the video is going to be about)
  • 2: main details of the story
  • 3: conclusion
  • 4: include all details everyone needs to know for the story to make sense
  • 5: remove everything that’s non-essential
  • how long it takes to do 1 video:
  • a 10-minutes mountain biking gear hacks video takes about 1 day to 1,5 days of filming + 1,5 days of editing. BUT the long part is coming up with the hacks—that takes months.
  • a 10-minute video with riding footage: go out in the woods, spend a couple of days on the bike, and hope a story develops. takes about 1 work-week to do 1 video
  • thing that worked surprisingly well:
  • 10 mountain bike hacks. “I was almost embarrassed to post it, but I couldn’t produce the type of video I normally produced.” […] “was instantly most popular video”
  • how you monetize:
  • YouTube ads (Google Adsense)
  • affiliate marketing
  • Patreon (exclusive content for monthly fee, currently $2)
  • merchandise sales
  • 1-time sponsorship (Squarespice, Dollarshave, Skillshare, etc)
  • channel sponsors
  • tourism (getting invited to events and getting paid for it, e.g. by state tourism agencies)

Freemium to paid discount offer email from Evernote

Here’s an email Evernote sent out to users of their free app to get them to upgrade to their premium app. Leading with a 40% discount offer, and the ability to “take evernote anywhere”, which is compelling because you can use the app on unlimited devices as a paying user.

The button copy is also straightforward and compelling. Instead of “SIGN UP FOR PREMIUM” they again focused on “SAVE 40% ON PREMIUM”.

The graphic and overall feel is very on-brand, and they still add value to this email by linking to advice on how to stay productive and how to use their product when traveling.

Facebook advert optimization option: Optimise for link clicks until there is enough data to optimise for conversions.

Among the (relatively) new options to optimise the delivery of your ads, there’s this: Optimise for link clicks until there is enough data to optimise for conversions.

In a recent episode of the Perpetual Traffic podcast, Molly Pitman shared the results of testing this option enabled vs disabled.

The results?

When targeting cold traffic, when this option was

  • disabled, the cost per lead was $7.91
  • enabled, the cost per lead was $10.30

This test has only been running one week, so it’s possible that once this campaign runs longer, this could change. But that’s almost a three dollar difference right out of the gate.

When they ran the same test with warm traffic, the pattern held up though:

  • disabled, cost per lead was $7.21 per registration
  • enabled, cost per lead was $12.22 per registration

This was for webinar registration.

So the takeaway here is to NOT enable Optimise for link clicks until there is enough data to optimise for conversions by default, and if you do, to test it.

50 examples of real B2B cold emails

B2B companies are making heavy use of cold emails nowadays, and there are plenty of sites that offer cold email templates which are ready to use.

The people from Polymail have collected all the cold emails and follow-up emails they’ve received, anonymized them and made them public in this blog post:

50+ Cold Email Templates & Follow Up Cadence Examples

A great resource to look at if you want to see what B2B companies are actually doing to drum up new business via cold emails.

They’ve broken these email templates down by categories:

So if you’re in any of these industries, it’s particularly useful to check out what some of your competitors are doing.

To be honest—many of these emails aren’t particularly creative, but there’s still value in going through them to get a feel for what’s common practices, what you DON’T want to do, and in some cases you’ll discover a great idea you just want to use for your own cold email campaigns.

More cold email examples

Another great post that has a collection of actual cold emails is this post:

26 Cold Email Examples Broken Down To Help You Write Your Own

The author of the post has gone through the trouble of giving you a breakdown of what makes these emails work, what’s good about them and what not, and he’s got a good way of thinking about these things. So there are some really valuable lessons in there, plus it’s just recently been updated (September 2017).

A cold email example from Aaron Ross

Aaron Ross, Jason Lemkin, and Heather Morgan have written this blog post about one specific cold email example that has generated 16 new B2B deals:

The Sales Email Template That Won 16 New B2B Customers

Worth reading this as well—all three of these people are killers when it comes to B2B sales.

It’s a very, very short and succinct email that’s just super-well crafted.

The results of the email?

  • 57% open rate
  • 21% response rate
  • Outcome: 16 new customers

That’s really impressive. Now whenever you read about open and response rates, you need to keep one thing in mind: in and of itself, that tells you very little about how good the email actually was.

A lot of these factors depend on the quality of the leads the emails have been sent to, and the sample size.

For example, someone might claim “this email got a 73% open rate and a 19% open rate”, and that’s great. But how many prospects did they send this email to? If it’s been 100 prospects, will these numbers still hold up when they use the same email on 10,000 prospects? And how did they source them? Can they scale that approach, and keep the quality of the leads consistent? In many cases you’l find that it’s not just the cold email that determines the open and response rates, but the selection of leads you’re reaching out to.

Noah Kagan on marketing planning

Notes from a recent episode of Evolving SEO with Noah Kagan.

Marketing planning:

  1. Pick a goal
  2. make a list of all the options to achieve that goal
  3. every month, review and ask
    1. what is the activity i can double?
    2. what’s the activity that i can kill?

Noah Kagan’s original marketing plan for Mint was just a simple doc.

How to execute a marketing plan

  1. Create a “system”
    system = a checklist. can be a spreadsheet. Contains all the steps that need to be executed to create the desired output/result.
  2. If somethings broken, then go in and fix it
  3. Hire people to execute
    (hiring tip: reach out to people you admire. you typically can’t hire them, but try to work on contract basis with them first. if that’s not possible, ask for a recommendation: who else is awesome? work with those people on contract basis, and if they’re great, do everything you can to hire them eventually)

Content creation vs promotion

People spend too much time creating content, but not enough time promoting it. If the people who could benefit from your content don’t hear about it, it has zero value.

Why is that? (Even though most people know this, few actually act accordingly)

Probably because when you create, it’s fun, it’s safe, you’re sitting at home creating something. Versus promotion, you’re putting yourself out there and exposing yourself to other people’s judgment. Other people will judge your work, will judge you. But that feedback is what will really make you grow.

How Noah is doing this:

  • 2 days per week for content creation
  • 1 day per week for content promotion
  • 2 open days

^ that’s how he’s doing it right now. might change in 6 months.

 

Establishing relationships with awesome people

Give presents to people. Stuff they actually want and will keep for life. Not a shirt with YOUR logo on it. Give them Alexa. Give them something that’ll always be on their desk. (More examples ~31:00)

Then follow up. Tell them you read their post and loved it, did something with it and something great happened. Stuff like that. Over time it grows into a relationship if it’s a good match.

Brandon Wells is doing Noah’s YouTube videos, Noah is paying him $2,000/month for this. Here’s an example of these videos.

 

Marketing Stack: 27 Popular Marketing Tools for Q2 2017

Let’s face it, most of us marketers have a little marketing stack addiction. There’s always another tool we love to try.

So this post caught my eye, cause it listed a bunch of popular marketing tools that people are winning with today:

  1. Hubspot (meh)
  2. Marketo
  3. Infusionsoft
  4. Vero
  5. MailChimp
  6. CallRail (yeah!)
  7. Drift (good product, but their marketing is great!)
  8. TextMagic (trigger text message notifications to new leads and customers)
  9. HotJar
  10. Visual Website Optimizer
  11. Zoho CRM (lol)
  12. Salesforce (really? wtf!)
  13. OnePage CRM
  14. Geckoboard
  15. Mouseflow (records where a visitor’s mouse flows)
  16. UserTesting
  17. Pagecritiq (fast, free landing page feedback for last-minute launches—cool idea)
  18. Groove (their content marketing is A+++)
  19. Shopify (BOOM! Great product, great marketing)
  20. Shoprocket
  21. Terminus (for running account-based marketing campaigns)
  22. Purlem (personalized domains for campaign performance tracking)
  23. Appointlet (for scheduling appointments)
  24. Yay Images (cheap but beautiful stock images)
  25. Animoto (video creation)
  26. Bablic (webpage translation for international visitors)
  27. Zapier (yeah! best in this list)

Some crappy tools in here, some great ones, and some that depend on the use case. Either way, read the full article here: The Agency Swiss Army Knife – 27 Dream Marketing Stack Tools You Can’t Afford to Miss