 Good morning. I of course will also forget to as they said eat the mic. I'm actually really surprised at how popular This class is I gave a very similar presentation to the Denver word camp and it was not well attended And I always wonder why because you know everyone in this room knows that when you build a website They will not come, you know, it's not it doesn't work that way So so we've gotten really pretty good at doing blast strip and nurture campaigns and helping our customers who are based on wordpress And other platforms actually reach their customers and understand more about them So I'm going to throw a lot of numbers at you and this particular presentation We usually spend the most time in Q&A so Please ask questions because we have just gathered so much data over the years and we really started to understand How this is important and I'm going to show you also my favorite wordpress plugins for helping us achieve these results When I have a clicker somewhere, but I won't go looking for it. So This chart is as business owners, of course, we need the customers and we need effective tools for gaining those customers This one shows the email automation has been shown to increase sales productivity by fourteen and a half percent and reduce marketing overhead by Twelve point two percent. So the first thing I should probably ask is who in here is already using automated marketing Not even half. So should I explain automated marketing? Okay So the way that automated marketing works is there are three basic categories for online marketing online email marketing And I'm going to talk about I'm going to talk about email, but it's not necessarily email I came from the print industry and I can tell you that print campaigns are still very important to me and my customers So automated marketing happens in three ways you have a blast email or a blast direct mail And what you're doing is just going out with a really quick message like a flash sale or You know, hey come to our website this morning because we're going to do this webinar or something like that Those are blast emails. They're typically and I will I actually do talk about this later But they're typically a one-off design. They don't have a standard Drip email. I want you to think about drip irrigation In a in a field, you know, you've got a pipe out there and it drops water on your plant consistently That's drip irrigation. It's not necessarily a leaky faucet. Although. I think that the leaky faucet Does give you a good thing to remember because what you're basically trying to do is stay top of mind So when somebody wanders away from your website or they saw your Google ad words or whatever What you want to do is stay connected with them and so it's called drip marketing because it's drip drip drip drip now drip marketing is typically a Single design and you use it consistently throughout the campaign a newsletter is a really good example of drip marketing But so are social media posts But the consistency should be there and your drip marketing goes out to either your entire list or the bulk of your list Nurture marketing is a little bit different It's very similar to drip marketing and you'll hear a lot of marketers call them the same thing, but they're not Nurture marketing is in reaction to something they did so they visited your website. They abandoned your cart They clicked on your Google ad words. They watched your video and you say thank you for doing that now do this That's what nurture marketing is about So these charts show us the uplift that you get when you do nurture marketing or drip marketing I Have a lot of marketers tell me that They don't want to get involved in drip or nurture marketing because they don't want to alienate their customers with too many emails But study after study has shown that people expect to hear from you once they engage with your brand and that typically once every two weeks is Expected they expect that so don't be too afraid of engaging that market Nurture marketing has been shown To average or to reach. I'm sorry. It's not average. It's to reach as much as 451% lift in engagement with your customers increased sales So how do we do automation? So First you need emails. Oh First you need to collect email addresses. These are some different plugins that I've used We are big on testing at spider trainers. We're really really into the data aspect of it So we've already done all that work and we've figured out that these are really good ways Every single client who comes to your visitor who comes to your website will tell you pop-ups are annoying Yeah, and they work they work all the time So all sorts of different pop-ups can work now this is actually a gated content pop-up and Gated content means that you're going to give them something of value in exchange for their email address So when you go to our website spider trainers, you give us your email address and we actually give you our entire library of content So we don't gait individual pieces because what we want to do is overwhelm people with information because we know once They become informed about what drip and drip and nurture marketing can do for them But they're more likely to come back to us as an informed customer and they're more useful to us when they have more information targeting Let's see So we're gonna we are actually today going to focus on the three types Which we already talked about see you guys got me all screwed up because I had to explain it so blast marketing and and Blast marketing here are some examples clearly. I'm a Starbucks card member These animations really don't work very well on this thing do they There we go. So blast marketing and drip marketing we talked about again remember the irrigation system But the leaky faucet is also a good reminder about how drip marketing can work for you I'm at a tech show and I'm technologically challenged Okay, and so these are good examples of nurture campaigns And the one thing that all of these campaigns have in common is that the visitor or Respondent or recipient or viewer did something and I said, thank you. Thank you very much And I always think about Elvis when I do that this slide is usually an Elvis slide So what we're doing is acknowledging that they took an action and sometimes we're acknowledging that they took an inaction Or had no action and that's okay So your nurture marketing is about at least acknowledging that they interacted with your brand and in some way Nudging them through the sales funnel to the very next step so that you can engage them and convert them into a customer or Whatever it is you're trying to do but we're all in the end trying to make money More examples This guy actually He's really does it very well. I took one of his classes and I get these all the time So I really like that app Sumo this company is probably the best at nurture marketing of any company on the planet They're amazing And the reason that I have all these samples is because I actually sign up for all these programs So I can see how other people are doing it so I can watch trends So if you have a brand that ends up in your inbox all the time and you think wow, they do a really good job Copy it. Don't be proud. You know, they if it works if it works on you You are an audience so it might work on your audience So the thing about nurture emails is a lot of people think well, you know I've had visitors coming to my site for three years now. I've never done anything I didn't even fire off an automated. Thank you email. It's not too late But once you get your campaign going you have to be consistent So this is a nurture marketing what this is reminding you is that as soon as let's say cart abandonment If you're focused on cart abandonment, you have a great website. They're coming over They add stuff to their cart, but for whatever reason they're leaving It's time to instigate a nurture program and start trying to figure out. Why are they leaving my cart? It might be because your pricing is confusing It might be because your website is too slow You might find out that most of your users are on a mobile device And you have a huge graphic at the bottom of your shopping cart And it takes so long to load that they're leaving and you don't know that because you don't have some sort of Follow-up campaign that is trying to re-engage that customer and figure out what's going on I was telling Jennifer before we came in here one of the things that we found out On our website was when we added an arrow to a button, you know like click here with an arrow We had as much as 300% More clicks. I mean it was something really super simple that our button was not clear So they weren't doing it. They weren't clicking and we found that out by using nurture marketing Combined with a B testing so it's not too late to start your nurture marketing campaign if you have those names and they're using If you have those names Get a campaign going and start understanding where you're losing conversions and use your nurture marketing to do that Nurture emails are also likely to increase the size of your order and that's what this shows According to compete 93% of respondents said that free shipping Free shipping would encourage them to buy more Not to check out to actually return to that cart and buy more So because of this statistic we actually created a campaign for a client that was only for cart abandoners and All we wanted to Wanted them to do was come back to their cart and check out what they already had in their cart And what we found out was they increased their cart by 25 percent on average Because they realized hey, I'm gonna get free shipping. So now I can spend that money on more product So free shipping got us buy more Another great one. I know everyone in this room has seen it if you shop online You have had one of your vendors send you an email and say you forgot something. There's something in your cart come back Extremely effective nurture marketing campaign Some other ideas Include the picture of the item that they abandoned. There are some plugins that can help you do that Include reviews of the products that they were looking at great way to convert Add links to your guarantee page another good way to convert Or to your refund page or your privacy policy if something is wrong with your website And they aren't very clear on how you're using your data You might find that by including your privacy policy in one of your nurture campaigns that you can get higher Conversions so these are the kinds of things that you can test and the statistics in this deck Which of course you can download the statistics in this deck will give you ideas about how to test that in your market And and it's these are ideas that we've used and found out things either for our clients or for ourselves So more most importantly of course is the strong call to action Yeah And then last chance emails last chance emails Can bring the end to your nurture campaign? So here's an example? I went to your website. I shopped around a little bit. I put stuff in my cart and I left So you fire off an email and you say hey Cindy. We just saw that you left you have some stuff in your cart Can you come back? We'll give you free shipping right so I wait a couple days I don't click the link or maybe I did click the link. I came to your website. I checked it out free shipping I even threw something else in my cart, but I still didn't check out still didn't give you my money I'm still not a conversion So your nurture campaign waits a couple of days and says hey Cindy How about if we throw in? Pink we're gonna throw in pink Now I go hmm. That's a very tempting offer, but I'm still not convinced So you can try this two or three times look at the statistics Take a look at what other people in your industry are saying causes a conversion and create a nurture campaign with those steps in it but at the end you have to give up and When you give up all is not lost Because no one should leave your nurture campaign unless they ask to if they unsubscribe they're done if they don't unsubscribe You immediately put them into your drip nurture campaign and they get your newsletter once a month or they get I Don't know your your weekly sales sheet Whatever it is or if you're an enterprise product, maybe you're doing more education So you send them a link to a video about your product and then the week after that you send them an email about Or a white paper, okay So the idea with the drip campaign is you want to stay top of mind Even though they didn't check out This is someone who showed an interest in your product and they are a candidate for purchasing your product So you want to stay in touch so remember to never let your nurture campaign die They convert to drip Which in some cases means they also converted to blast emails because if you're gonna have a flash sale on that product They had in their cart. Of course you want them to get that blast email as well, right? Okay, so here's a good example of my last chance Our mouse pads and they gave me a code to get some more discount and this code I'm certain is telling them something about me So they're tracking this code perhaps. It's even an AB test. They're learning something about me if you're not Collecting the data about how your customers interact with your emails I hope you start tomorrow because your emails are a wealth of data And no one is going to have insight into your customers in the same way that you do or in the same way that you can collect So according to list track If you send out that first nurture email Within three hours of your shopper abandoning their cart your emails will average average across all industries 40% more open rates and 20% higher click-through rates. So that means you just got 20% more customers than you thought you were going to get they already Abandoned they left they left stuff in their cart. They're not on your site anymore And you can still save that sale through nurture marketing Demand gem says that these nurtured leads Represent a 20% increase in sales opportunities over those we forget or ignore If after a week or two of nurturing you still haven't seen your shopper come up come back Don't give up because 29% of site visitors return up to four weeks After their first visit. So if you have an effective nurture campaign, that means you had let's say four opportunities once a week four Opportunities to re-engage with that customer and offer them free shipping free pink free blue free whatever So whatever it takes, but this is a good example of AB testing where the first offer comes out We offer them free shipping then the next offer comes out and we offer them Pink Then we try blue and then we try putting a big old arrow on our button And we try these things and we collect the data on it so that we get smarter and our Nurture campaign can be very easily tweaked to integrate the things that we've learned So if at the end you still can't navigate your customer back to your site, of course you throw them into the drip campaign and Now we're gonna talk about some plug-ins that we use to do this way Who uses constant contact? Mailchimp Here's the good news mail chimp has fabulous Automation tools and it's free So if you have less than 2,000 names, and I'm sorry that number may have changed If you have less than 2,000 names in your mail chimp account, you can use their automation tools for free So do it sign up even if you're in constant contact, and I love constant contact honestly But because of the advancements that MailChimp has made over the last year in being able to solve Small business problems with automation. I always recommend MailChimp now So even if you have constant contact try MailChimp Plans for nurture marketing actually looks something like this We take a pencil we take a piece of paper and we start out who are we focused on are we focused on cart abandoners? Are we focused on getting new customers? Are we focused on people who watched our video? Do we want people to watch our video so we create a plan that looks very similar to this and we say If they did this then they go over here and we're gonna send them this email And if they did this we're gonna send them to the website and if they get to the website We're gonna do this then we're gonna do that so it looks a lot like this And this really is the best way to plan it with a pencil because you want to be able to erase it And you want to get more stakeholders in your business involved in this process If you have an enterprise product that you're trying to say it to trying to sell Because you're not on the sales team and you're not out there meeting with the customer you might not actually know What is holding up the sales so speak with your sales team speak with the CEO? Take this pencil drawing into them and say this is what I think should happen when someone comes to our website And they watch the video about this product and then they leave You know should something else happen and the sales guys gonna go. Yeah, did you tell them about the demo? Oh the demo Great idea second step of a nurture email, so Ask yourself who your visitors are and this is the same thing that you would do if you were doing Google AdWords campaigns Or Facebook campaigns you want to put yourself in the shoe of the visitor and think about what's going on on your site And how would you keep yourself engaged? So according to small biz trends and estimated 70% of small businesses With the B2B website lack a proper call to action Are those pages telling your visitors what you want them to do are your emails telling visitors? What you want them to do and this is what you want them to do, right? All of us want one of these things so this has to be at the top level of your campaign I This is a good place to just stop for a second I have ten minutes left and I always have so many questions if you have no questions I'll keep going, but does anybody have a question? Yes, yeah, so MailChimp does yeah The question was does MailChimp have segmentation rules and it does it has a different vernacular They have lists and they have groups, but it does work very similarly I actually have a client with five hundred thousand names We switch them from Sharp Spring or I'm sorry hatchback just a couple of weeks ago into MailChimp And they saved over a thousand dollars a month on the subscription alone So yes, it is possible And if you're doing lead scoring Kind of hokey, but you can do it Yes Yes, so his question was how important how significant is it to get the day and time, right? Here's the deal. You have no idea, right? Let's just admit it You have no idea what time is the perfect time for your customer to open their email to visit your website to make a purchase You don't know that's what AB testing is about get into MailChimp or whatever If you're in hatchback or you're in act on I don't care what you're in get in there and launch that campaign and Start tracking your data because your business is unique to your business And I can give you my stats all day long, but they mean nothing to you So get in there create some nurture campaign start launching them at different times of day and look to see when your customers are Interacting because that's the meaningful data So there are lots of ways that you can improve the deliverability of your email I have an e-book on spider trainers It's actually called celebrate unsubscribes because we do when somebody unsubscribes We're done spending money on them They no longer want to get our message and there's a lot of tips in there for you on how to make your emails more Deliverable download the white paper. It's it'll help Yes, so we use a few tools and let me see if I can just fast forward to that slide Okay, so her question you actually had two questions one is about our privacy policy, and I'm sorry. Tell me the first part of your question again Yes cart abandonment. Okay Cart abandonment is its own set of problems. However Gated content is a good way to actually get that information. Yes, we do use Facebook pixels. Yes We do use Google AdWords, so we do have tracking pixels now the second thing is the privacy policy I have a privacy policy on spider trainers. It is mine. My attorney wrote it and every one of you can copy it Go get it. It's fabulous. It really does it covers cookies and it covers What kind of information that is contained on the website? Please take spider trainers out or don't okay? If you don't know take take my company name out And there are a couple of links into it that you'll want to link to other pages in your site. It's a really good privacy policy It's very comfort feeling. It's a little bit of techies, but not a lot, but everybody can use it Yeah, so there's a section in there. She wants to know if it includes ad words and Facebook pixels There's a section in there. It's a little bulleted list that says here's what I use on my website to track your activities And I do also use a cookie banner at the top of my site to let people know that we are tracking them That we do use cookies It's a pretty good little free WordPress plug-in. I recommend it. You'll be able to see exactly what it is use it Any other questions? Yes so My biggest client is a client in Belgium, and I actually have their nurture campaign out by two years But they're a sass product and the typical sales cycle is 18 months So it depends on your product and it depends on how quickly they buy if you're a retail store You know you're you're selling sandals of course that decision-making process is much shorter So I would probably do four emails over four weeks and see how it goes So the question was I'm sorry, I always forget to repeat it The question was how many emails do we do and how far out do we plan and if we have a sass model or an Enterprise product where the sales cycle could be 18 months. It could be years So if your sales cycle is years plan do the pencil drawing out for a couple of years But be prepared to change it because you're going to learn things along the way But at the end of your campaign The beauty of these campaigns is you should be able to hit the start button and have the whole silly things start all over So the question was about Mailchimp's feature for predictive mailing. I don't let anybody tell me what to do I don't even let Google tell me how much to bid for my AdWords No, I would not ever give that kind of control to an automated application I think I know more about the customer than they do and So no, I would not I would not ever use it Doesn't mean I wouldn't recommend it to a client that was doing their own campaign and really didn't understand what they were doing That might might change my answer Any other questions? Yes So are you not do the question is if someone is just getting started? What's the minimum number? Do you have any blast emails going out right now? Okay, so they're at least accustomed to hearing from you and now you're going to add a nurture campaign I'm going to email them once a week Until I see distress and if I see distress then I might ratchet it back But those first four weeks I'm gonna send them one email a week And if I don't get any movement out of the bulk of the list that bulk of the list is gonna get moved Going to get moved out of nurture and into drip Any other questions? I do so the plugins that we use Number one is we use gravity forms. We don't even mess with contact seven I know it comes installed with everything I'm on the planet. We don't use it gravity forms has boolean expressions and Allows me to deliver the important form completions to the important person So I can actually make it a rule that says hey if they check the box I want sales information this goes over to John and sales if they check the box. I need contact information This goes to you know Cindy over and whatever so we always use gravity forms and gravity forms has MailChimp Integration contact constant contact integration Everything on the planet. So we do recommend it My time is up. I have a little swag for you that goes on the back of your phone that holds your Your room key without it being demagnetized. So please come up and get it if I can answer questions for you And thank you very much