Keep Optimising

• Email & SMS: Data-Driven Welcome Campaigns—Insights from Samantha Burmeister

  Samantha Burmeister joins us to dive into the world of email welcome campaigns, emphasizing that the key takeaway is to gather valuable data about your audience. Understanding not just who buys, but also who doesn't, allows us to make informed marketing decisions moving forward. Samantha shares insights on how to start these campaigns right, the balance between gaining insights and making sales, and the significance of personalization in today’s marketing landscape.The dialogue begins with a crucial insight: the primary aim of a welcome sequence should be to gather data about new subscribers, which can inform future marketing strategies. Samantha emphasizes that understanding why some subscribers choose not to purchase is just as important as knowing who does buy. This data-driven approach enables marketers to fine-tune their strategies, ensuring that they invest in the right channels and messages moving forward.As we explore the structure of an effective welcome campaign, Samantha outlines key components that should be included in the initial emails. She advocates for providing immediate value to subscribers, which encourages prompt engagement. The importance of follow-up emails is also highlighted. By using data from initial interactions, marketers can create segments within their audience, delivering personalized content that speaks directly to each group’s needs and preferences.Towards the end of the episode, the conversation shifts to the changing landscape of consumer behavior. Samantha notes that in times of uncertainty, consumers are more cautious with their spending, which necessitates a more personalized and conversational approach in email marketing. By focusing on the emotional transformations that products can provide, rather than just the products themselves, brands can create deeper connections with their audience.This episode provides valuable insights into developing effective email welcome campaigns that not only drive sales but also build lasting customer relationships.Takeaways:A successful welcome email sequence should prioritize understanding customer data over immediate sales.Tracking who buys and who doesn't helps in allocating marketing resources effectively for future campaigns.The sequence begins with the opt-in process, making it essential to craft a compelling opt-in page.Personalization in marketing emails leads to higher conversion rates, especially during uncertain times.Find the notes here: https://keepopt.com/256 Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable" ****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor

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• Email: Popups 101: How to Craft the Perfect Signup Experience with Shaan Arora

  Maximising email sign-ups is the name of the game in our latest chat. We dive deep into the effectiveness of using mystery offers over straightforward discounts, revealing how this simple tweak can significantly boost opt-in rates. I recently tested this with a luxury home brand, and we saw a jump from 12% to 18% in email sign-ups, proving that a little mystery goes a long way. We also explore the importance of running A/B tests on pop-ups, focusing on elements like graphics and copy to see what resonates best with your audience. By the end, you'll be armed with practical strategies to enhance your email marketing efforts and truly optimise your approach moving forward.This insightful episode brings to light the often-overlooked power of email pop-ups in the eCommerce landscape. Shaan Arora, the founder of Alia, joins the conversation to shed light on how effective pop-ups can significantly enhance email sign-up rates and, ultimately, sales. He shares a recent success story where a simple pivot from standard discount offers to a mystery offer resulted in a remarkable increase in email opt-ins, demonstrating the effectiveness of curiosity-driven engagement. Sian's insights challenge the conventional wisdom that bigger discounts always lead to better results, revealing that the way an offer is presented can have a profound impact on customer behavior. Listeners are guided through the essential components of crafting compelling pop-ups, with Sian emphasizing the need for A/B testing to optimize every element. He discusses the common pitfalls brands face, such as neglecting the testing process or failing to update their pop-up designs. Through various examples, he illustrates how testing different graphics, copy, and offers can uncover hidden opportunities to boost sign-up rates and, by extension, sales. The episode underscores the idea that brands should approach pop-up strategies with the same level of optimization and analysis they apply to other marketing channels. The conversation also touches on the timing and context of pop-up displays, suggesting that brands should aim to present pop-ups within the first 10 seconds of a user’s visit to capitalize on their initial interest. Sian advocates for multi-stage pop-ups that engage users with relevant questions before asking for their email addresses, noting that this technique can lead to higher conversion rates. By the end of the episode, listeners are equipped with actionable strategies to refine their email pop-up tactics, ensuring they can effectively grow their email lists and enhance their overall marketing performance.Takeaways: Using mystery offers instead of fixed percentage discounts can significantly boost email opt-in rates. It's essential to test various elements of your pop-ups, like graphics and copy, to optimize performance. Running multi-stage pop-ups has shown to increase user commitment and improve signup rates effectively. Brands often overlook the importance of ongoing A/B testing for their pop-up strategies and should treat them similarly to ads. Zero party data questions can enhance engagement by tailoring the pop-up experience to customer interests. Timing is crucial; displaying pop-ups within the first 10 seconds of page load is generally recommended for optimal engagement. Chapters:01:22 - Introduction to Email Marketing and Popup Strategies11:30 - Multistage Pop-Ups and Best Practices18:18 - Testing Offers and Copy Improvements in Marketing22:26 - Transitioning from Popup Strategies to Insider Tips on Email Marketing24:25 - The Impact of AI on MarketingFind the notes here: https://keepopt.com/255Download our ebook >>...

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  31:42
• Email & SMS: Your Customer Retention Playbook with George Kapernaros, Yocto

  Building a solid retention marketing playbook starts with understanding that your best ideas come from your customers, not from free templates or competitor research. In this episode, we dive deep into the importance of empathy in retention marketing and how it can significantly impact customer loyalty and revenue.In this engaging episode, we sit down with George Kapernaros, a retention marketing guru from Yocto, who brings a wealth of experience in helping brands enhance their customer retention strategies. The discussion kicks off with a critical examination of why understanding customer needs is the cornerstone of effective retention marketing. George emphasizes that the best insights do not come from generic research or competitor analysis but rather from directly engaging with customers to understand their experiences.He also shares statistics that highlight the importance of timely and relevant communication with customers. George advocates for a shift away from treating retention marketing as a series of one-off campaigns. Instead, he promotes the idea of creating comprehensive, empathetic, and multi-faceted customer journeys. By doing so, brands can not only improve retention rates but also enhance customer satisfaction and lifetime value.The conversation also touches on practical tools and methodologies that marketers can use to elevate their retention efforts. George introduces innovative technologies that facilitate interactive customer engagement, making it easier for brands to connect with their audiences meaningfully. He encourages marketers to tap into their internal knowledge and leverage customer feedback as a continuous source of insight. This episode serves as a powerful reminder of the evolving landscape of retention marketing and the importance of empathy, data-driven strategies, and customer engagement in fostering sustained business success.Takeaways: Your best ideas for retention marketing will come from understanding your customers, not from templates or competitor research. To impact customer retention, focus on creating empathetic messages that align with the customer journey rather than following a company calendar. Retention marketing should prioritize long-term customer understanding over short-term campaigns; it's essential to stay relevant after the sale. A successful retention strategy relies on collecting customer data to tailor messaging that resonates with their unique journeys and needs.Episode sponsored by Yocto. Book a call with George at keepopt.com/yoctoFind the notes here: https://keepopt.com/254Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable" ****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor

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• Partnerships: Tapping into Experts to Maximise Conversions with Eric Sheinkop

  Partnerships can be a game changer when it comes to boosting your conversion rates, and today we're diving deep into how to leverage experts to make that happen. We’ll be unpacking insights from Eric Sheinkop, co-founder of The Desire Company, who shares his unique approach to connecting brands with knowledgeable professionals rather than influencers or celebrities.The conversation begins with a critical look at the declining effectiveness of celebrity endorsements, as 67% of consumers report a lack of trust in such marketing tactics. Eric emphasizes that in a world where consumers are inundated with advertising, the need for authentic voices has never been greater. By collaborating with experts, brands can provide valuable information that resonates with potential buyers, ultimately driving conversions and sales.Listeners will gain practical insights into how to effectively implement expert-driven marketing strategies. Eric offers valuable tips on identifying the right experts for specific product categories and leveraging their knowledge to address consumer questions and concerns.Overall, this episode serves as a crucial resource for brands looking to enhance their marketing efforts by embracing expert partnerships and optimizing their conversion strategies.Takeaways: Leveraging expert partnerships can lead to significant increases in conversion rates and customer trust by educating consumers effectively. Using professionals from diverse fields, such as chefs or veterinarians, can enhance the authenticity of your marketing content. Expert-driven content performs better in lower funnel marketing, addressing consumer doubts and increasing purchase confidence. Investing in expert partnerships not only aids conversion but also enhances the overall customer experience on retail websites. Find the notes here: https://keepopt.com/253Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable" ****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor

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  32:43
• Partnerships: Kickstart Your Affiliate Program—5 Do's and 5 Don'ts with Kelly Morrison

  Starting an affiliate program can be a game changer for your business, and in this episode, we dive into the essential do's and don'ts to get it right the first time. Our guest, Kelly Morrison, shares her expertise on defining clear goals and expectations to kick things off effectively. Tune in for practical insights that will help you launch a successful affiliate program.In our conversation with Kelly, an affiliate marketing expert, we dive deep into the essential do's and don'ts of launching your affiliate program. She emphasizes the importance of defining clear goals and expectations right from the get-go. Knowing what you want to achieve—whether it's brand visibility, increased sales, or building relationships—will set the stage for your program's success.She stresses that quality is more important than quantity when it comes to selecting affiliates; it's better to have a handful of engaged partners than a large group who may not resonate with your brand. Furthermore, providing your affiliates with comprehensive marketing materials and support is crucial for enabling them to promote effectively.As we get further into the conversation, we explore the critical need for data-driven decision-making. Tracking performance metrics allows you to understand what's working and what needs adjustment. Kelly shares her insights on maintaining open lines of communication with your affiliates, which can significantly enhance their motivation and effectiveness. The episode wraps up with a list of pitfalls to avoid, including neglecting your affiliates and ignoring compliance issues.This thorough discussion equips listeners with the knowledge to not only start their affiliate program but to optimize it for lasting success.Takeaways:Tracking and measuring performance data is essential for driving decisions in your affiliate program. Define clear goals for your affiliate program to guide your setup and management effectively. Choosing the right affiliates is more important than having a large number of them. Provide affiliates with comprehensive marketing materials to ensure they can promote effectively. Find the notes here: https://keepopt.com/252Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable" ****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor

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  26:04

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