Joana Wiebe – Breakthrough or Bust
Workshop: Breakthrough Or Bust: Cut Through The Marketing Noise with Customer-Centric Emails
Learn from Joana Wiebe of Copyhackers to write engaging email copy that connect with your audience on a deeper, more meaningful level while creating your own set of tailor-made email best practices.
Ready for something that’s quite a bit more interesting?
Because we’ve all seen stories of conversion lifts… and because this whole post is about how you can’t just repeat what someone did, hoping it’s a best practice, and expect to see the same results…
If you’re starting to think about how to write BOB emails or BOB copy for your organization, you’re going to need to get ready for… reactions.
Allow me to illustrate:
Exactly zero trial users replied to a single email in the Doodle control sequence.
Can you guess how many replied to the emails in Variation B / the BOB sequence we wrote?
Try 107 replies from Doodle Pro trial users… and 204 replies from Doodle Starter trial users.
Imagine explaining that to your success team.
Imagine getting the reluctant okay from your marketing team and the boardroom to move forward with a BOB email sequence… only to have CS call an emergency meeting when BOB launches to deal with 300+ emails from customers that include content like:
Please stop.
Your emails are hilarious.
and
Doodle is great. Trying to shame people into buying your product? Poor.
Even a paid conversion lift of >60% couldn’t keep your team from demanding you take the emails down. Which almost happened in this case. But instead we removed the particularly problematic email – which is the one with the subject line “My coworkers hate me” you saw above – and made some other technical modifications to deal with people getting more emails than they should have. Conversion rate stayed high. And angry emails went away.
Does it make you nervous, the idea of getting 300x the email replies you used to get?
It should make us all just as nervous to get ZERO replies.
But it doesn’t.
That part doesn’t make most marketers nervous. We try to keep our opens around 20%. And we use that as our primary measure of engagement. “People are still opening. We must be doing fine.”
You are doing fine.
Just fine.
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Name of course: Joana Wiebe – Breakthrough or Bust
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