MarketingSherpa Summit 2016 is in the books and we learned a ton. There’s a lot to digest in the two days worth of live blogs. So, I highlighted many of the key takeaways here. Hopefully, it will make you feel like you were there in Vegas with all of us … or at the very least will help you get a new perspective on marketing.
Flint McGlaughlin on The Marketer’s Blind Spot: 3 ways to overcome the marketer’s greatest obstacle to effective messaging
“There are no expert marketers, only experienced ones … the more expert we become as marketers, the less expert we become as consumers.” – Flint McGlaughlin
Of headlines studied in regards to point sequenced grammar, point-first headlines all ranked highest in testing.
- Customer-Centric Logic:
- Customer Logic: What I Get — ranked highest
- Company Logic: What I Do — ranked lowest
Conversion Heuristic: Enables a marketer to invert their perspective and see through collateral into the thought sequence of the prospect.
- Probability of Conversion
- Motivation of the User
- Clarity of the Value Proposition
- Incentive to Take Action
- Friction Elements Present
- Anxiety Elements Present
Naked Wines Key Takeaway: Identify top drivers of customer quality and create process to foster desired behavior during onboarding
Tips from Dell: Don’t forget the bones of the email—a lot of business performance can be won or lost in the structure.
HomeAdvisor Top Takeaways:
- Manage the lifecycle
- Focus on engagement
- Improve deliverability
How Humana’s Strategic Testing Drove a 60% Increase in Customer Engagement
When analyzing your marketing strategy, you may want to update many aspects. It’s important to test one at a time … and then combine what works later on into a “Super Funnel.”
Charles Duhigg, Pulitzer Prize-Winning Author & New York Times Best-selling Author, on The Power of Habit
- Know your customers’ keystone habits. Which kinds of change seems important?
- Look for opportunities to piggyback.
- Find rewards that deliver emotionally.
Morgan Spurlock, Academy Award-Nominated Director, Super Size Me: The Greatest Lecture Ever Presented
- Surround yourself with people who believe in you and your vision.
- Have persistence of vision.
- Own your derivative impact, but don’t be afraid to do things other people think are crazy.
- Alignment of ideologies.
- The more risks you take, the less risky things become. It becomes a part of your DNA.
- Finding a good story is only the beginning. Getting it into the hands hearts and minds of your audience is the greatest accomplishment.
DonorsChoose.org Takeaway: Know that one out of every 10 tests will actually yield results—commit yourself to running those test to gain insights.
Sundeep Kapur, Educator, Email Yogi
Checklist to improve:
- Perpetual list building
- Mobile (and mobility)
- Most importantly: Anticipate
Are you ready for a smarter way to engage with your customers?
Benchmark helps you do email marketing the practical way. Create an ongoing relationship with your subscribers that leads to increased sales and happier customers.