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Tanishq Juneja

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Rethink how your email program can become the growth engine you always wanted. Let’s witness some modern miracles, best practices, and growth hacks.

Speaker
Tanishq Juneja

Global Product Marketing Head, Netcore

Video URL

https://vimeo.com/536480867

Transcript

Tanishq Juneja 3:11
Hello everyone, how are you doing? So what are they This is it is so great to see so many email experts, email geeks and marketers out here today. And what phenomenal sessions like this day has been incredible, some amazing insights, amazing growth hacks, and great panel discussions. So you turned off applause for putting this together. And you Nellie, this is a fantastic forum with a fantastic work you all have put together. And I am it's a privilege to be here. And very excited, very thrilled to be part of the netcore inbox Expo 2021 I hope I'm audible. So So today I want to talk about how do you turn your email programme into a growth machine. Email standing tall and growth is is a mindset it's a it's a way how you look at things differently. And today I want to share with you the science behind how you can look at every element of your email programme and change it to suit growth or make the growth happen. So with that, let me start sharing my screen

and think on Hill. Okay

so before we start off, my name is Tanisha Juneja. I am the email guy at Netcore and co founder of every post I'm sure both the names have been heard a lot. Please feel free to connect with me on Twitter. Renting then and then by the same name. And we'll get started. But I have a decade of experience doing emails for Netcore and email is a great channel. I personally believe that I personally believe that email is fundamentally the most important channel out of all the marketing channels we have. And there is so much we have done in last one decades. On the email side, we we did a lot of experiments, we created a lot of science, and we create a lot of cognitive theories, and some of them and trying to use here in this presentation today. So I hope you find it interesting. Growth and comfort do not co exist. So I'm sure when we when we are going to talk about how do you translate your email programme or transform your email programme into a growth machine, it's about leaving the comfort zone and your email programme has to leave the comfort zone, because it's gonna get rough, it's gonna get windy, it's gonna get steam, and hence, we need to look at it in a very different way. So email is underrated, but not underperforming. So we have we speak to a lot of marketers, and we see how most of them have tasted success with email. So it has performed But still, email might not be the most invested channel or in the marketing mix. So we did a survey last year. And then we put together this report called Netcore email benchmark report 2020. We found 77% of the consumers want brands to communicate with them over emails. Obviously, this data is more from 2020. And we know how 2020 was, it was very disruptive it was it was not a normal meal. But then users, they had received a lot of empathy and a lot of good content from brands and they preferred them being reached out through emails. And that was a fantastic data to back this stuff up that email is not intrusive, it performs really well for people. It works well. Okay, jumping quickly to the fundamentals of growth. Today, what we are going to discuss is a framework of what the growth should look like how do you transform the email programme into a road machine? Remember, every element we are going to talk about is important and why it is important because they have an active role to play in the success of your email programme. You just have to look at the right place, and you have to look at it differently. So let's, let's look at what the framework looks like. We start with templates. Every email template is an important thing, an email programme. I'm sure you don't disagree. But let's look at this. Every time we take a decision, we think we are logical and rational. But we are influenced by our cognitive biases. Let me give you an example. We make decisions based on things around us based on people around us. And we think we are logical we are rational. But we have been already influenced by the environment. And that is what cognitive biases and this happens in your email programme as well. So these biases, they distort our thinking they influence our beliefs in this way our decisions and judgments. Let's talk about this interesting bias called the anchoring bias. Which means the first thing you see and the last thing you see in an order or in the messaging, you remember them clearly when it makes an impact on your mind. So let's suppose you're sending out an email, whatever people see the first and the last in your email template, it sort of is engraved in their mind or they sort of have a better recall value. Now hence, there is this theory which says that you start with the most important message and you end with a killer D people will not forget that and let's see how Amazon does it. So if you see in this example right on their website, as well as when you're browsing and even in the emails, they put these things on the top best of the best product, best value. Please also consider this. Some of these create cognitive biases around you how you see them and you can always do split AV you know if you if you think there is an offer, which has been working very well for you next time and you're sending out an email to your

active subscribers. Make sure that you put it on the top. Look at all the emails in the past 30 or 60 days you have to look at the most clicked content now Take the most clicked content, which is amazing content, not necessarily placed on the top. And now you try out an email campaign where this content is placed on the top. And let's see if this cognitive thing works for you. Second, every subject line is important. And we all know that, you know, the first encounter of a user with the email is the subject line. If I don't like the subject line, I would not want to move ahead. And this also true that most of the marketers they spend less than 1/3 of their time in building subject lines. In fact, less than 1/5 of the time in building the subject line. We plan email programmes, we spend hours in you know, making sure that we are reaching out to the right people, we have the fear spending hours and building the right content, putting together a beautiful creative, but are we really spending time when it comes to subject lines. So this theory actually helps you make subject lines which which works, I'll tell you how. Most of the time, we are nervous about the unknown, right, so we don't understand what is behind the subject line. And there could be trouble. So there could be, there could be mental costs. When I say mental cause there could be things or rationale behind not moving ahead. And generally, users when they want to share their information, they have this mental cause, I will not go on a website on a registration form and share how much I own, or what is my designation sometimes, and what my mobile number is, because I have mental costs, I don't want to give my information. Now, when you show value, which can address the mental cost, you are able to get the transaction going. Let's suppose a credit card company, they say that we can give you an amazing offer on the credit card and the right credit card by knowing your salary. There is a higher value which is walking in and you are able to share a lot more information, which you might not be earlier willing to share. So you have to remove the mental cost by adding value of equal or more weightage than your mental cost. Let's look at one more example. If you're talking about home loans, generally what are the things which will bother me before opening this email or before going ahead and taking a home loan? Number one could be maybe the interest rates are high. Maybe the reputation of the bank really matters, I want to take it from a reputable source. It shouldn't be. It shouldn't be a source where not many people trust my instalments they should not be rigid, I mean they should be more flexible, etc. So we sort of put down all the mental costs we have. And then what value can a high interest rate solve? I mean, what value can we give to a high interest rate cost? The thing here is, if my subject line says get lowest interest rate on your home loan, then I'm addressing a section of people whose mental cost is related to higher interest rate. Citibank or home loan a home to 10 million homeowners. This subject line and dresses a mental cost of reputation, less stress, more flexibility on your home loan EMI. Again, this example addresses that rigid instalment system right so once you have this whole thing in place, so the process is put down all the mental costs which are related to your product and service, I want to sell out I want to sell a software, maybe the complexity of using that software is a mental cost. In the subject line you can address how easy it is to use a software or how many people have spent maybe less than a second or less than a minute to be able to use that software or get started with that software. So the idea is you put the put down all the mental costs of your product and services create a subject line with a value prop that addresses each mental cost. And the medical costs not necessary or three, four, they could be more than four or five as well. So maybe you put down the top five monthly costs for your product and service each mental causes addressing a section of problem take the most important mental cost

by doing some user testing around our you know with your marketers or product marketers, what looks like the most important mental cost and then try and do a split AB with that in your subject line and you will see that you are able to get more people to open your emails because you are trying to address a mental cost with them. And I'm also saying that you know, this model can work out With a lot of brands, this model might not work with a lot of brands, because there is a segment of user who might not have a mental cost with you, because you have already solved that in the past. But then they are not just opening because they don't like the content which you have been sending. But most of the time this model works. And I would recommend that you definitely should you leave this new view, leave the event today, you have done, you're done with the event today. Try it out in your campaign. And do give me a feedback if this works for you or not. Every CTA is important. How do we look at call to actions, we send that it is a next stage of my funnel, I would click on the subject line and then I look at the call to action, I read the content and I look at the call to action. And I want to go to next long time back I read this theory where if you merge two significant things together, or two significant skills together, you can create a fantastic product. Let me give you an example. If you see Apple, they are more of their they are more fashionable than any tech company. And they are more technically sound than any fashion company. And when they are merging both the skills, you get fantastic looking technology to get amazing looking products. So the thought here is that if we merge two important things together, and here we are trying to merge, icon, and text. So if you look at it on the sign up, when people are signing up, I can put icons which reflect who these people are, it could be male, female, etc. In the bottom by now I'm putting groceries in when I can and I'm putting fashion items in the other item in the other CTA. And when I click on Buy Now, I can figure out if these users are interested in what kind of product. Now think of it. With each CTA, you can enrich a lot of information. And these are not additional effort. You are representing an icon. And you are using the text as a combination to build and enrich the user profile. Isn't it fantastic? Because you don't have to ask to fill in another information you're just trying to, you're trying to enrich by their user by their actions. And that this, I think, has been something which brands have been trying. And I think we definitely should look at more and more brands, trying this out so that they can be more relevant to users by building, but keep building on persona. Now, we all know that what are unsubscribes people who are not interested in our products and services, they unsubscribe and they move out. And you have to honour them, we have to let them go. Fair enough, you can't reach out to them on the email. Now if you look at it all users who are unsubscribing, they look similar to us. But there is this specific user who has spent $3,000 with the brand. And that's a good amount. That's a very, very large amount for being loyal to to a brand. Now what can you do? So one? Is that figuring out who is your unsubscribers? What, what is the amount of relationship they have? What kind of relationship do they have with the brand? What is the amount of purchases they have made with the brand. That's to try and figure that out, you will realise that Okay, there are segment of user or there are specific users who we should never let go. And you should try and get them back and you can try and on them back. If you put them into a welcome programme.

which is which is common to all, it might not work because for this specific user, you might want to think differently. I've put an example here where a food tech brand is trying to think what can they do with this user who has spent so much with them? Can they send a cake to user to get them back on the app on their email programme and to be the active subscriber of the messages? Can the CEO write a handwritten note to this user? Can the brand offer a five star a free five star meal to on their prospect? What kind of branding and I'm sure there are more ideas. I mean, these are some expensive ideas but then the list could go on. You can make it more sweeter you can spend more money to win this user back because you know that this you The has is an ideal user, this user has potential to invest back with the company. What would you do to get these subscribers back? On subscribers back? I think it's very important that brands, try and figure out who is this person leaving? It's not about email id, it's about who this person is, and why is he leaving my list? Is there something I can do better. And once you figure out that there is a section, or there's a segment of users who are more important than some unsubscribes, obviously, I think all unsubscribes are important. Number one, but then there would be some unsubscribes, who have been with you for a longer time, or they've spent with you harder, or they would have been more loyal than the others. And you definitely do not want to lose fans. You do not want to use lose loyal customers. Okay, I think this is something I should have put on the top. But every email id is important. And this is not I mean, you already know this any email content we have gone, the first thing you would have heard is that email is pieces. They are not just email addresses, they're not just digital identities. These are people. Let's look at this. People come to your shop, or someone comes to your shop, and they buy something or they want to buy something, what do you do, you show them around, you try and understand what they require from you. You try and give suggestions, you show pilot of the product, you try and build confidence. You also see if you want to suggest better products. And finally, the transaction happens. When the transaction happens, the user leaves the shop happily. And that is your aha moment what you have built is being consumed by someone and he is ready to pay you pay the value, pay the money in exchange of the product or services because they see enough value and that is sort of an aha moment. What if I say that every email id who comes or who walks in to you, they are an opportunity to create an aha moment? How would you do that? When it comes to someone entering a retail store, and you're looking at it as people versus when someone adds up in your subscriber list and you're looking at them as email addresses. So it's time we change our mindset, we look at them as people, we show them around, we are very relevant, we offer them confidence, the right product, we are able to address their problems, and we are able to talk to them or understand them one on one as we would do with people. Very important, again, very underrated, but very important science that how you treat email ids as people can we call them as aha moments every time they come in. One other interesting thing which I have learned working, doing a lot of experiments at Netcore, we have this virtual lab, we run a lot of experiments, and then he built some of them as signs and some of them obviously they don't pass the test. So what I came to know by running these experiments, but each experiment give birth to another experiment. Let's look at this. We used to send cart abandonment triggers in 48 hours earlier. And then we obviously started sending it in the next 24 hours. And we realised that most people who want to buy a product who there is an intent to buy a product, they will come on the site, if they have put the product in the cart, if they have abandoned it. They would buy the products within two to three hours, whether they buy it from you or they go to an X store and buy it from them.

Let's take an example. I came to your shop and I browsed around and then I left and then I go to some other shop and then I browse around and then I buy there's so much of pain, which a retailer feels that this guy's gone to other shop and bought. If you see the scenario, that first 1520 minutes are very important. And similarly when people are buying online, the first two to three are hugely important because if they have made their mind that they want to buy today, they will buy today they will buy in the next two to three hours. And hence you have to identify those section of people and you have to make sure that if your thought is already abandoned, you cannot wait for an experiment that I will send these emails in the next 24 hours or 48 hours or I'll send the series of emails after I purchased or after the change has happened, the emails that you will send, they will not make enough difference. So it's very important that you send out the cart abandonment offer. If you're if you're putting out an offer, if you think that no, there is, there's enough room for giving an additional discount, please don't wait for 24 hours, please don't wait for 48 hours, let's run the experiment in two to three hours. And if that doesn't work, try it in one hour. And if that doesn't work, you can increase the number of hours, but then it could be lower than 24 hours. The idea is that every unknown thing you do, it gives birth to the next unknown which you want to try. So the idea is that how do you experiment more and more every day. And that's how you should look at experiment. cart abandonment is just one experiment. But I'm saying there are more experiments you can give words to. And the idea is that he rationalising the cognitive behaviour of the user. So with that we are through with the six experiments or six overall growth hacks we have put together. So let's look at our framework of how do you build a road machine. We today look at email ids as a revenue opportunity. We look at template as brochures and banners. But how should we see them? So every email ids, aha moment? Can you build on that? These are the people who will buy and these are the people who will refer you. Right? Assume that every email id whom you're sending an email, they are going to refer you how you're going to treat them, what are you going to send them Do you want to be repetitive? Do you want to be monotonous? Do you want to create our opportunity always for them? templates are the way to make a positive influence for the most important thing from the top and the bottom so that you realise that people have higher recall value when they see the product at the first on the first fold of your email. your subject lines, they are your incentive to open they're your first encounter with email. And your CTA is like a next stage of funding. But how should we see them we should see them as subject line should be seen as solving the mental cost by creating a lot of value we, we have discussed this example. And I would definitely want you to try this out how you can put down all your mental costs in one place. And then start addressing them by creating value prop in the subject line. CDA can be very creatively used to enrich and build personas and create more sentimental value when you're messaging around or when you're sending your next email. You can build that sentiments with them. unsubscribe, we see them as not interested people experiments, we see them as maybe testing. But unsubscribes they're actually your breakup and loyal friends. And you don't want to break up with your old friends. Want to get them back? And if there are loyal friends who are leaving you, to what extent to what limit Can you go and try and put an effort to bring them back, put in resources to bring them back. And experiments are nothing but more cognitive science of how you can influence the decision making of your users. By creating the right messaging the right brand tone, the right or around them are more authentic or around them. Something which we have seen working in the last one year very well. How brands moved from conversion to conversations and that that changed the whole cognitive way of how brands how users are interacting with the brands. And we continue to build on that experiment. So this is how you these are the ways you can turn your email programme into a growth machine.

Thank you so much. Thank you for being awesome. And always remember, these were these are a few secrets, and secrets. They don't impress anyone. So you have to use these secrets in your trick are in your email programme to make the magic happen. And when the magic happens, it will be awesome. So with that, thank you so much for being such a patient audience. And if you have any questions, I'll be around I'll be here for the day. And you can feel free to connect. Feel free to ask any questions you all have. Please feel free to share your learning. So with our hashtag for the love of females, please tag inbox Expo and Netcore and, you know, feel free to share these learnings on social media. Once again. Thank you so much. It was amazing to be on this stage today.

Skip Fidura 9:29
Thanks Tanishq. That was great. That was Really, really interesting. Hopefully, you're around ask a couple of questions now. There you are. Oh, wait, how you doing? Hi, Vicki. That was great. Thank you so much for that presentation. I just want to get your thoughts on something somebody LED, put in the comments in the in the chat for the, during your presentation. In my opinion, it's important to also keep in mind this was around the slide, we were talking about unsubscribes. It's important to also keep in mind that losing a subscriber doesn't necessarily equal losing a customer. Some people just don't want to be, you know, getting your email pressured into buying, that doesn't mean they're not going to buy from you in the future. Considering what you were saying, about unsubscribes. How would you How would you react to that?

Tanishq Juneja 9:31
No, that's that's a good thought. In fact, we see that it happens with few brands, it doesn't happen with you. Like if you look at app first companies, which are primarily app only, they would lose, they would get uninstalls first, followed by unsubscribes. But a lot of e commerce companies who are not at first, or a lot of companies are online, but they're not at first. They, they do lose subscribers, but they don't lose customers. Specifically, when we when we run these experiments, we realise that so when you lose a when you lose a user, gradually, you are going to lose a customer. So one should start paying attention. In fact, I will say that once you have lost a subscriber, you should think of it as losing a customer and you should make sure you do everything possible to keep a close watch on when was the last transaction which has happened? Or the frequency of transactions reducing? Can we do something before we realised that the transactions have become inactive for over a long period of time? So I absolutely agree with that theory. And I think the experiments prove differently for different brands.

Skip Fidura 9:31
It's it's, it's interesting you say that, if whilst watching someone's activity, and I totally agree with what you say, once they've unsubscribed, yeah, they may buy again, but that that lifetime value is going to slowly, slowly decrease. Right? It's going to what would you say to a brand that they've had an unsubscribe, but that person is still engaging or comes back to engage, buy something, whatever, what which they do to try to get that subscriber to subscribe again, like is it worth trying to get someone to subscribe again.

Tanishq Juneja 9:31
So definitely, I think bands should look at indirectly impacts, they should not send out an email offer and subscribe to get users to subscribe back again, right. So they should figure out when the next transaction happens. And if they have that information, they can use their transaction screen to highlight that we would be more cautious or we'll be with better frequency or we are trying to be more relevant to you in our next set of conversations. And those opportunities or those touch points on the app or on the website should be used for getting the subscriber back. So I think it's important that we do not lose a subscriber, a lot of purchases happen today, because of the email activities we do on our list. And when losing subscribers can gradually reduce the number of transactions. And that gradually can lead to inactive or just like inactive customers. Well

Skip Fidura 9:31
that's a, that's a good one. I like I like what you were saying that if you want your email programme to grow, you have to get uncomfortable. So I do a lot of cycling and one of my cycling coaches, she likes to say, if you do what you've always done, you will get what you've always got. So if you don't push outside of that comfort zone, you know, you're just gonna get the same thing over and over and over again. I guess you talked about a lot of things. For someone that is, you know, either just taking on a new role or is sitting back listening to us today and saying, actually, you know what, our email programme has gotten a little bit stale. Where would you start? What was that? What's the one thing where it can make the biggest impact in the shortest amount of time would you say?

Tanishq Juneja 10:27
Okay, that's a very interesting question. What is it one thing we can I think the first thing I would say to the email marketer is to go and talk to a few customers. There is nothing better than talking to your drivers and customers to figure out what is not working. Whether you are a founder of a company, whether you are an email marketing manager, or whether you are leading a group, which is talking to customers or engaging with customers, nobody can give you better insight than your own customers, I would say, start by talking to your customers and figure out what is not working? Is your frequency incorrect? Is is your content very, very repetitive? Are your emails not reaching them? enough number of times, I was surprised when I when I saw a brand. And they said, We send one email every 15 days. And and they were they were getting great open rates. And maybe that was not the right frequency because their equal value was low. And when they started to increase their frequency, they saw similar the engagement was rate and the recall value increase without getting any hurt on the unsubscribes or shown. So I think I think it depends on how you talk to your customers, how frequently you talk to your customers, and what are they saying, I think there's nothing better than your customer telling you what you are doing wrong, what you're doing, right.

Skip Fidura 10:28
That's a brilliant point. And brilliant point. Funny enough, my my wife gets emails from a company here in London called trainee trainee London and they do, you know, makeup and, and skincare products. And I think she gets an email almost every day. And you know, to me, that just seems that frequency seems way too high. And I, as a former email strategist, I don't think I would ever recommend that to somebody which he loves them. Because they're on point. They're not all of them are very salesy. They come with tips, they come with tricks they come with, hey, this weather event just happened, this is good, what the effect is going to be on your skin. Have you thought about x y Zed? So you know, you're you make a really good point, talk to your customers, what do they want to hear? How often are they want to hear it. And if you're delivering on that, then you don't even have to worry about the unsubscribe at the end of the day.

Tanishq Juneja 10:28
In fact, last year was an amazing deal. It taught email marketers a lot. It taught them that you can not just be talking about conversion to your subscribers, it has to be conversations and it has to be really taking care of them. And that mindset shift, marketers became really empathetic, they started improving the kind of conversations are kind of meaningless, they would have never targeted to emails to their subscribers back in the day. So I think that's a very interesting mindset shift. And I think that continues today.

Skip Fidura 10:28
That's a great, great point. That's a great place for us to end this presentation. Thank you so much for coming on, folks. teisco will be around all day, as he said in his presentation, he'll be in the expo area. When that's open. So please, please go check out the Netcore Expo booth. And also may thank you so much for being the title sponsor for this event. This is a it's great, great you guys could help out.

Tanishq Juneja 10:28
Thank you so much. Kip. You're doing a fantastic job you, john. Andrew and Nely, thank you so much all I've put a lot of efforts and this is a fantastic state. It's a privilege to be here. Thank you so much once again.

Skip Fidura 38:17
Thanks again for coming. Okay folks, now we've got just just 10 minutes until our next presentation. And our next presentation is from a guy in Charlie Charlie wigeon and guy Hanson talking about Philips email, global placement, global performance. So pop back in and about at well at 245 and we'll kick off then

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