Email-Based Retargeting as a revenue channel — Adam Robinson // GetEmails

Quotes

• “Right now, we have one-click integration with about 20 email marketing providers, the process as it stands, and we just launched real-time data. What e-commerce companies are doing is they will send the data to a welcome series.” -Adam“We say copy our welcome series and basically change the first email to have the subject line that says, ‘Thanks for stopping by the site.’ The second email stays normal like a brand story with a coupon in it and then the third one, maybe your best sellers or something like that.” -Adam “The thing that you have to solve is how to get them on the website because you are not going to be able to put this on wherever people listen to the podcast. Have some sort of lead magnet.” -Adam“It all depends on how frequently you send out newsletters. If you send out newsletters every day, you don’t really need to do welcome series. You just mix them in your newsletter and it performs identically to the rest of the list.” -Adam“Our Head of Sales think, that would be like adding a step when you don’t need to get engaged readers. The reason why it doesn’t work is that most of the people after a day otwo that you’re going to get are people who have been to your website for the first time.” -Adam“It takes a while to warm people up. If they didn’t give you the opt-in after being on your website, they’re probably not going to give you the opt-in after an email because they are not there yet. You have to warm people up with way more than one extra contact to get them from wherever they are to actually want to hear more from you.” -Adam“You cannot ask someone to create an account on the first day that theyhave heard about your brand. You need to earn some trust. It is an intuitive strategy to a content creator but I think it’s because it’s the way that you are taught to do this marketing.” -Adam“Essentially what you are saying is we are taught to get permission to provide content and use the content to try to drive a sale and you’re saying, the permission part you can skip over, start delivering the content and people have the option to opt-out and if they really aren’t in your target market but they getvalue out of the content, they’re going to stick around and this has a high probability of sales because you are just widening your audience.” -Ben “So you are essentially creating segments. That’s a great segment opt-in vs not opt-in.” -Adam“I just read a book called, Permission Schmarketing which is poking fun at Seth Godin’s incredible book called, Permission Marketing. This book is all about the best practices of what different types of businesses should be doing and it touches on everything we have talked about in this entire conversation. The legal part and the ethical part. It is a super-detailed playbook and case studies of people doing stuff that has worked.” -Adam