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Email Marketing REVOLUTION with Jimmy Kim
25 ideas de marketing sacadas de «Email Marketing REVOLUTION with Jimmy Kim», de Professor Charley T. Sobre todo de retención y relación con el cliente…
- 25 ideas despiezadas
- Fuente Professor Charley T
- Dura 51 min
- Publicada en 2024
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Utilizar el clic como señal de intención inmediata para reimpactar al usuario distraído
Retención y relación con el clienteEl clic es la señal de personalización más explícita de interés; cuando un usuario hace clic pero no compra debido a distracciones cotidianas, se le debe enviar un seguimiento rápido recordando exactamente el producto que clicó en vez de enviarle una campaña genérica no relacionada al día siguiente.
true personalization in my opinion this him but the one personalization Point that's most real is the click because like that's that's the ultimate optin you've read it you've liked it and you've clicked on it but then they don't purchase we talk about one two% conversion rates well what about all those other 98% why didn't they buy yeah really nice if I didn't if I didn't email them tomorrow with you know something completely different off the had an email waiting for you when you got home saying hey don't forget to make that purchase of that click you just make that purchase just moving the…
Escúchalo en el minuto 27:54
Retención y relación con el clientePara generar ventas continuas de productos existentes que la audiencia desconoce, envía una oferta por email, reenvíala con un asunto distinto a quienes no abrieron a lo largo de la semana y rota a un producto diferente la semana siguiente.
what's going on and and I literally have this thing right now where like I send something out and then if you don't open it I send it back to the new headline do that for like a week and then I swap out the products and every week that's bringing me an extra couple you know I'm getting in new customers on on stuff I've been selling for like two years that they didn't even know it was there
Escúchalo en el minuto 24:37
Sustituir cupones post-compra por contenido educativo y UGC
Retención y relación con el clienteEn lugar de enviar cupones de descuento inmediatamente tras la primera compra, es más efectivo enviar instrucciones prácticas o contenido generado por usuarios (UGC) que aumente la emoción por el producto y mejore la experiencia inicial.
tell people like stop sending coupons when you when they first buy that's the craziest thing you can do how about you just send instructions or ugc on why the product's so good or what they bought is so cool God it would be so much nicer was dude I loved it I was like oh that's how you use it got me even more excited
Escúchalo en el minuto 19:29
Canales de adquisiciónCuando las campañas publicitarias ya son rentables y existe margen de beneficio, la palanca de crecimiento más efectiva suele ser aumentar el presupuesto y dejar que el algoritmo trabaje, en lugar de frenar el escalado haciendo micro-optimizaciones continuas o pruebas innecesarias de creativos y landings.
thing well yeah like like I see it in the Facebook ads side so many folks are like well I'm working and I need to do more testing so I can keep moving and my point to them is like if you could spend 10% more to acquire that customer you're making a profit why not just spend more like so many times the easiest optimization somebody can be making is literally not touching anything and letting the machine get smarter and throwing a few and amplifying the volume yeah I always say I always say double down on the things that are working stop trying to add more things that aren't working to your…
Escúchalo en el minuto 43:19
Secuencia automatizada de venta activada por intención de clic
Retención y relación con el clienteCuando un suscriptor hace clic en el enlace de un producto dentro de un boletín o correo general, se le debe pausar de las campañas masivas e incluirlo en un flujo automatizado de 5 a 6 días centrado exclusivamente en ese producto o categoría; si no compra tras ese periodo, se reincorpora al flujo masivo general.
my people click on product a right and so when you see that you're going to go ahead and create a little funnel the product a funnel and if they click on product a you're going to exclude him from your campaigns for the next week or two and you're going to go ahead and give him a step by step one day maybe a couple days later you're going to hit him up but you're going to literally remind him of the click and the product and the categories of those products and you're just going to stay focused on it and then if after five six days they don't make a purchase you're gonna let them come back…
Escúchalo en el minuto 30:14
Evitar promocionar demasiados productos a la vez en campañas de Facebook Ads
Canales de adquisiciónIntentar promocionar todo el catálogo a la vez en Facebook Ads entrena deficientemente a los algoritmos de aprendizaje automático al dispersar los datos de optimización, lo que genera inestabilidad en el rendimiento de los anuncios.
people all the time I see so many people making the mistake of trying to promote all of their products with their Facebook ads and and then they're like well the things aren't stable I'm like well it's a machine learning algorithm and you're teaching it to do 50 things and you're teaching it very terribly right like it's a machine learning algorithm what are you teaching it you're teaching it to do very bad work so don't be upset when your employees have no idea to do yep and but with that being said then they have to simplify
Escúchalo en el minuto 24:06
La entregabilidad es el requisito indispensable que valida cualquier esfuerzo de email marketing
Retención y relación con el clienteTener el mejor copy, la mejor marca y las mejores herramientas es inútil si el correo no llega a la bandeja de entrada; simplificar la operativa, cuidar la entregabilidad y afinar los segmentos genera mejores resultados que recurrir a tácticas técnicas complejas.
always tell people like doesn't matter if you have the best tools in the world the best copy in the world it's the best brand but if the person doesn't get the damn email oh who the heck is gonna read it and buy anything right and that that is if you simplified it simplified it got tight on your segments did the right things there had the right flows and working you are just as optimized if you
Escúchalo en el minuto 10:36
Retención y relación con el clienteEn lugar de recurrir al envío masivo tradicional (batch and blast), la comunicación por email y SMS debe adaptarse a las señales de intención y navegación del usuario (por ejemplo, categorías específicas de producto clickeadas). Priorizar esta personalización construye retención y valor a largo plazo, superando la búsqueda miope de ventas inmediatas.
Playbook we have intense signals we have personalizing the actual journey and thinking about like if I click on the men's clothes maybe I'm not interested about your women's clothing next week you know what I mean maybe that intent it's not about adding the segment it's not even about the result today it's about the future result of making that customer more of a loyal customer because you're sending them targeted messages right so like the longtail is back to the batch and blast and we there's an intense signal they're clicking on things about men's shoes but not women's shoes maybe they…
Escúchalo en el minuto 5:55
Retención y relación con el clienteEn lugar de recurrir al envío masivo tradicional (batch and blast), la comunicación por email y SMS debe adaptarse a las señales de intención y navegación del usuario (por ejemplo, categorías específicas de producto clickeadas). Priorizar esta personalización construye retención y valor a largo plazo, superando la búsqueda miope de ventas inmediatas.
Playbook we have intense signals we have personalizing the actual journey and thinking about like if I click on the men's clothes maybe I'm not interested about your women's clothing next week you know what I mean maybe that intent it's not about adding the segment it's not even about the result today it's about the future result of making that customer more of a loyal customer because you're sending them targeted messages right so like the longtail is back to the batch and blast and we there's an intense signal they're clicking on things about men's shoes but not women's shoes maybe they…
Escúchalo en el minuto 5:55
Concentrar la captación en un solo producto estrella y un único llamado a la acción
ConversiónEn lugar de intentar mostrar todo el catálogo en las campañas iniciales, conviene enfocar el mensaje en un único producto superventas con un solo CTA claro; el resto del catálogo debe ofrecerse posteriormente a través de embudos de upsell y secuencias post-compra.
constrain that and control it focus it and do one CTA one product one Focus like I know it sucks to only show one of your 100,000 products you have but reality is unless that one hits none of the 100,000 is going to matter how about you work on your upsell funnels and your post-p purchase funnels right then you can get them to come back and buy for McDonald's but what you use to Market and what you use to get people to buy are two very different things and with you only have certain products that are the top sellers you focus on those top speed the sale up so you mark those as the sales those…
Escúchalo en el minuto 25:04
Atribución de email y SMS restringida a clics y ventanas cortas
Medición y experimentosLa atribución de conversiones a canales directos como email y SMS debe requerir un clic efectivo y utilizar ventanas de tiempo muy cortas, ya que las compras tardías (por ejemplo, a 30 días) suelen deberse a brand awareness o pauta publicitaria.
simple look unless it's a click that urse and someone clicks on your email or clicks on your SMS you shouldn't get attribution and it shouldn't be a very long window because well I always click on email how long does it take from you to look at the email to make the purchase usually it's right there or think that 30 days later if they make a purchase was because of your emails I likely it was probably the ad that
Escúchalo en el minuto 15:26
Retención y relación con el clientePermitir cancelaciones o reembolsos inmediatos ante la insatisfacción de un cliente evita romper la relación; una mala experiencia puntual hoy no impide que esa persona vuelva a comprar en el futuro si se mantuvo un trato impecable.
commitments if you yell at me I'm gonna let you out 100% of the time I'm not I think the best customer service in the world is oh you're not happy here's your money back thank you for letting me know what you weren't satisf 100% if you need our job to make the customer feel right if that makes sense it's our job to make them feel satisfied and an outcome right just because it didn't work out today doesn't mean they can't be a customer in a year from now don't burn the bridge
Escúchalo en el minuto 38:16
Retención y relación con el clienteAdquisición y retención son interdependientes: el esfuerzo y presupuesto dedicados a captar prospectos se desperdician si no existe un proceso estructurado para nutrirlos, cerrarlos y retenerlos.
your point it's you know I always say acquisition and retention need to work together like Yin yank no matter what all that hard work generating leads and leads and someone's got to take care of him nurture him and close him right yeah like that they're like acquisition only or retention only but you got to do both
Escúchalo en el minuto 12:36
ConversiónSegmentar rígidamente anuncios o caminos de compra asumiendo desconocimiento total puede frustrar la venta; si un usuario ya investigó y está listo para comprar, obligarlo a pasar por un proceso educativo paso a paso sin atajos directos reduce la conversión.
see the same problem people say well this is a prospecting ad this is a mid funnel ad this is a bottom funnel ad and I always tell people like you don't know where that person is in your funnel if if every time somebody comes into your store you treat them as somebody that has no awareness but what if they just went to four other stores exactly like yours today and they're ready to buy but you say okay I know you're ready to buy but hold on a second we're g to go through this whole thing like like it's like if Ikea made you go through the whole thing to buy they didn't have little shortcut…
Escúchalo en el minuto 12:56
Segmentación guiada por el 80% del comportamiento de compra
Retención y relación con el clienteLa comunicación y el retargeting deben alinearse estrictamente con la categoría que el usuario demostró querer, optimizando los flujos para la mayoría del 80% en lugar de diseñar para excepciones o enviar catálogos cruzados irrelevantes.
tell people focus on the 80% don't focus on the 20% edge cases focus on what the 80% are going to do and guide them along down what they've told you they want to clicking on men's shoes they should be landing on more things about men's shoes and getting ads and emails and SMS on men's shoes because they just told you that's what they want stop sending him kids shoes and women's shoes they don't
Escúchalo en el minuto 16:53
El riesgo de sobrecomplejizar el stack tecnológico imitando a grandes corporaciones
Retención y relación con el clienteLas pequeñas y medianas empresas caen con frecuencia en el error de contratar herramientas hiperespecializadas copiando a gigantes como Walmart o Amazon, creando un stack costoso, fragmentado y difícil de operar cuando una solución simple e integrada satisface el 80% de sus necesidades operativas de retención.
everyone yeah as real Founders and as business operators you're like oh well I want the best of everything if you can afford it and you end up just building up all of this waste in time and in contracts and money and complication with like you end up making this rude Goldberg device when you needed like man I say that we everyone looks up to like Walmart and Target and Amazon and go I need to do what they're doing no you really don't it's not going to move the needle the same like they already beat you you can't they're optimizing they're at the level where they've got their figured out and…
Escúchalo en el minuto 41:01
ConversiónEn las llamadas de venta y demostraciones no se debe hablar negativamente de los competidores, sin importar la actitud que ellos tengan; el equipo debe enfocarse únicamente en resaltar las bondades del producto y en cómo este beneficia directamente al cliente.
mean yeah that's that's what I tell my internal team like we don't talk about our competitors in a NE negative way no matter how Negative they are because that's not our job our job is to tell them how great our product is and what we can do to benefit them right like that's how demo should go in my opinion and that's something that we also honored within the company too I love it
Escúchalo en el minuto 50:17
Retención y relación con el clientePara newsletters de contenido, se recomienda utilizar ventanas de actividad más amplias (90 días para clics y de 30 a 60 días para aperturas) en vez de recortes estrictos de 7 o 30 días, debido a que los lectores suelen acumular y leer contenidos con retraso sin haber perdido interés.
more your your segment's a little tight frequency I would go wide on the click I'd go 90day click and i' probably I'd probably go at least 30 to 60 day opens maybe probably opens with info newsletters what I've noticed a lot more times when they're newsletter type based people don't always read them because they're you know they're reading them at time so you've got to give them more time and it's not going to hurt you there so I would actually open that segment up a little bit give them a little breathing
Escúchalo en el minuto 33:08
Captar contactos mediante descuentos agresivos dispara el abandono sin higiene de listas ni segmentación
Retención y relación con el clienteForzar la recolección de números o correos mediante popups con descuentos inmediatos provoca altas tasas de desuscripción e indiferencia en SMS si la marca luego aplica envíos masivos sin mantener higiene de base de datos ni modular los mensajes según el comportamiento real del comprador.
attrition rate on SMS is horrendous why right because well think about it you go to a site and you are forced to give a phone number to get a 20% off coupon you know what people can do they can ignore you they can unsubscribe after don't ever do the one thing that I always think about which is hygiene and cleaning this goes back to happening in SMS we went all the way back to the batch and blast and we
Escúchalo en el minuto 6:46
Unificar el stack tecnológico para reducir complejidad operativa y conectar datos
Medición y experimentosUn stack de herramientas excesivamente grande y fragmentado crea integraciones deficientes y pérdida de tiempo operativo. Centralizar y unificar las plataformas permite que los datos de comportamiento converjan de forma fluida y facilita la ejecución de estrategias escalables en lugar de acumular parches a corto plazo.
is unification I believe the biggest thing in the market that's broken as a too much the stack is too big we're all relying on Integrations that actually Stack's broken and I believe that things need to be together because together allows data to merge and things to part is it's just the time that we're spending like log into this app that app is if it's simple I think so many people to basically compile this master list of like short-term non-scalable hacks yep stabilize this and then work on Building
Escúchalo en el minuto 7:32
Retención y relación con el clienteUna lista de correo electrónico con suscriptores legítimos o compradores previos genera ingresos de forma consistente incluso con automatizaciones sencillas y textos básicos, funcionando como el buzón de entrada digital habitual del consumidor.
email is always to me is like this very simple man our generation of the mailbox the digital physical mailbox is email because I've never met up email list that doesn't make money like come on if it's a real email list and it's one of yours and that people bought or opted in dude you just set up the dest things like you know the simplest things in the world and they will make money off of it
Escúchalo en el minuto 22:17
Retención y relación con el clienteFiltrar y rechazar a prospectos problemáticos desde el primer contacto, así como despedir a clientes irrespetuosos, protege la cultura interna del equipo y optimiza los recursos para atender a clientes con los que existe afinidad real.
in fact I will tell a customer who's a jerk to me to that we're not going to service and we've fired people all the just like the first meeting you're like yeah you just know this guy's just gonna guy or girl is just gonna be a a pain in our butt and we basically tell the customer we don't have time for pain in the butts here today we've got a lot of great customers to service and great human beings and that's who you should be if you want to work here so even in our company culture is to be to be kind to each other because we have no time in
Escúchalo en el minuto 47:52
Los modelos de atribución de corto plazo omiten el impacto del reconocimiento acumulado de marca
Medición y experimentosLas ventanas habituales de atribución (como los clics a 7 días) no logran registrar conversiones que maduran a lo largo de años de exposición sostenida a contenido y comunidad antes de decidirse a comprar.
I had a guy join disruptor School two days ago that signed up for a webinar two years ago and is literally it's funny he joined he was like attributions nonsense bro no 7day clicks going to get this I've just been seeing you forever and it was like 17 other people he knew joined and he finally was
Escúchalo en el minuto 39:10
La eficiencia operativa como principal ventaja competitiva
Estrategia y decisiones de negocioCuando dos empresas ofrecen exactamente el mismo producto o servicio, la mayor ventaja competitiva (moat) no está en el catálogo sino en la excelencia operativa y la simplicidad de los procesos internos para resolver problemas.
biggest Mo any business can make is in the Ops of the business my my friend the difference between you and the exact and the company next store that does the exact same thing who's going to win is whoever runs a Better Business correct and the simpler it is for me to get to a consistent reliable answer the faster and more confident my ability is to solve the
Escúchalo en el minuto 45:13
Retención y relación con el clienteA pesar de la proliferación de nuevos canales directos como el SMS, el email marketing se mantiene como el motor principal de ingresos y relación porque el consumidor ya está educado y habituado a utilizar su bandeja de entrada como entorno de compra.
comes for me is very simple I think that email empowers communication and empowers experience it's the way that we've now been trained to buy and it's the way that people want to buy right you know there's SMS there's all these things but email at the end of the day is still going to be that driver of money and communication to your customer
Escúchalo en el minuto 4:39
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