#358: What's Actually Working in B2B Email Right Now

#358 | Ben Wallis (Customer Lifecycle Manager, Quo), Jaina Mistry (Director of Brand and Content Marketing, Knak), Kremi Mestanova (B2B Content and Growth Strategist, Kremi Marketing), and Tyler Cook (Head of Email Marketing, Hypermedia Marketing) join Dave for an Exit Five live session on what's actually working in email right now. Ben shows how Quo built a Spotify Wrapped-style year-in-review campaign with fully personalized GIFs and real usage data for every customer. Jaina makes the case for why B2B newsletters are one of the most slept-on trust-building channels in marketing, and breaks down the operating model that makes it sustainable. Tyler Cook shares his five-step AI-powered newsjacking system that goes from trend to sent email in under an hour, including a real example that got a 67% open rate. And Kremi walks through how she restructured email programs for two very different B2B brands and cut unsubscribe rates by 20% while lifting click-through rates by 40%.

Timestamps

• (00:00 ) - - Intro
  
• (06:29 ) - - Ben Wallis: personalized year-in-review email campaign for every customer
  
• (16:58 ) - - Jaina Mistry: why B2B newsletters are the most slept-on trust channel
  
• (28:20 ) - - The operating model that makes publishing 52 newsletters a year sustainable
  
• (28:40 ) - - Tyler Cook: the AI-powered newsjacking system that goes from trend to sent in under an hour
  
• (40:22 ) - - Kremi Mestanova: restructuring email programs for two very different B2B brands
  
• (49:40 ) - - Live Q&A

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***

Brought to you by:

Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive, or check out the MCP server by clicking this link.

Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn more at vector.co, and get on the waitlist for their new MCP server by clicking here.

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***

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Dave [0:00:01]: You're listening to The Dave Gerhardt Show.

Dave [0:00:02]: Hello, everybody.

Dave [0:00:17]: Just trying to get situated over here.

Dave [0:00:21]: I got so many apps every time.

Dave [0:00:23]: God.

Dave [0:00:24]: Okay.

Dave [0:00:24]: Alright.

Dave [0:00:25]: Hey, everybody.

Dave [0:00:26]: I'm pumped about this turnout.

Dave [0:00:27]: We have over twelve hundred people register for this session on email.

Dave [0:00:30]: Email is not dead.

Dave [0:00:31]: So we have an amazing panel.

Dave [0:00:33]: We got four people backstage.

Dave [0:00:35]: We did a prep call on Tuesday.

Dave [0:00:37]: Everybody showed example of an email thing that they did at their company, and we're gonna get into that today because really interesting.

Dave [0:00:44]: I actually just wrote about this earlier today on Linkedin.

Dave [0:00:45]: You know, marketing is changing right before our eyes.

Dave [0:00:48]: And so it's like, what still works?

Dave [0:00:49]: What matters and we we wanted to dive into email for this Exit Five live.

Dave [0:00:52]: We do these twice a month.

Dave [0:00:54]: We try to go deep on a...

Dave [0:00:56]: Topic that you care about.

Dave [0:00:57]: Email is always a popular one and excited to have our group of guests here today.

Dave [0:01:02]: But before we get in and just put me...

Dave [0:01:03]: I'm really curious.

Dave [0:01:04]: Like, your time is super valuable to me, It means a lot that you're spending an hour with us here on a Friday.

Dave [0:01:08]: So Just want you to put in the chat.

Dave [0:01:10]: Like, who are you?

Dave [0:01:11]: Where are you writing in from?

Dave [0:01:11]: And why are you taking the time out of your day to either be here for this live or watching in the future?

Dave [0:01:16]: I'm just curious.

Dave [0:01:16]: What do you wanna learn about emails?

Dave [0:01:18]: So just you're curious You...

Dave [0:01:19]: These are really fun?

Dave [0:01:20]: We hang out.

Dave [0:01:20]: Email never dies.

Dave [0:01:22]: That's right, Andy.

Dave [0:01:23]: Put me in and where you writing in from, and why did you take the day.

Dave [0:01:25]: Dan's a chief newsletter after he is.

Dave [0:01:28]: You want a CEO who can also grind on the newsletter.

Dave [0:01:30]: We love that.

Dave [0:01:31]: He keeps me honest if I write something that's mildly inappropriate.

Dave [0:01:34]: He'll take it out of the newsletter.

Dave [0:01:35]: He doesn't edit a lot of my jokes, so it's could just glad to see a webinar without Ai title and Hype, Well Beth.

Dave [0:01:42]: When we do the thumbnail for the replay of this, it's gonna be like, you know.

Dave [0:01:45]: So this for now, it's not hype.

Dave [0:01:47]: So edit Okay.

Dave [0:01:48]: Awesome.

Dave [0:01:49]: In Atlanta.

Dave [0:01:49]: Emails is a big part of my job and always looking for ways to optimize Catherine, Lifecycle marker and B2B and healthcare.

Dave [0:01:54]: Email still money, dollar for dollar best return.

Dave [0:01:57]: What's new and working.

Dave [0:01:58]: Julie's and Napa, emails are hit miss, wondering how to improve Chelsea.

Dave [0:02:03]: Tuning in from Philly shout to Philly, home of the golf tournaments that I'm currently watching, not right now.

Dave [0:02:07]: My team does a lot of email marketing, so looking for new ideas.

Dave [0:02:10]: Awesome.

Dave [0:02:10]: Connor and farming.

Dave [0:02:12]: This is great.

Dave [0:02:13]: Really good.

Dave [0:02:13]: People love email.

Dave [0:02:15]: I love email too.

Dave [0:02:15]: I got my first start in email working at constant contact back in the day.

Dave [0:02:18]: So I did my housekeeping no more nonsense.

Dave [0:02:21]: So one of the best parts about doing these is the chat.

Dave [0:02:24]: So I want you to put your questions, put your questions in the Q and a, But as we're going through, you're all marketers here too.

Dave [0:02:29]: Add your comments, opinions, ask questions in the chat.

Dave [0:02:31]: I've asked all of our panel to hang out.

Dave [0:02:34]: So after they present, they're gonna be in the chat.

Dave [0:02:36]: So they'll have time to go through any of the questions you might have during the session.

Dave [0:02:39]: And then at the end, we should have twenty minutes at the end, where we wanna bring up our crew and me and the crew, we will take all of your questions.

Dave [0:02:45]: We'll just kinda go around the horn and see who has...

Dave [0:02:47]: Email advice for you.

Dave [0:02:49]: But first before we get into today's live session.

Dave [0:02:51]: I wanna give a quick shout out to Na.

Dave [0:02:53]: Knack is one of our longest running sponsors at Exit Five.

Dave [0:02:56]: Three years running.

Dave [0:02:57]: Isn't that amazing?

Dave [0:02:58]: I got a DM from their CMO three years ago, and they've been running ads with us ever since.

Dave [0:03:02]: Have you ever had a really good marketing idea, but then it takes forever.

Dave [0:03:05]: You know that seen the Sand forever.

Dave [0:03:07]: It's usually not because your idea is bad, but because the process in the middle is slow.

Dave [0:03:12]: Brief reviews, tiny fixes that turn into weeks.

Dave [0:03:15]: And by the time the campaign is finally ready to go out.

Dave [0:03:18]: It barely even looks like what you originally wanted to ship in there.

Dave [0:03:21]: Mac fixes that campaign creation gap.

Dave [0:03:24]: It's a purpose built email and landing page platform it lets you build on brand campaigns without code, collaborate and improve everything in one place and use built in Ai to get a first draft out there faster.

Dave [0:03:35]: They also just launched an Mc server that connects your quad or Chat Directly to their platform.

Dave [0:03:40]: This is feeling like the future of marketing for sure, more marketers working out of claude.

Dave [0:03:44]: You can describe the email you need in your Ai and automatically, it will build the email and mac with your brand rules tac.

Dave [0:03:50]: No broken Html.

Dave [0:03:51]: No manual cleanup, no back and forth with a developer.

Dave [0:03:53]: The marketing ops team and open Ai is actually running this workflow right now.

Dave [0:03:58]: Their creative brief comes in through Slack.

Dave [0:04:00]: They use ai to structure it, and then the NAC MCP server builds the email and a marker refine and ships.

Dave [0:04:05]: Check it out.

Dave [0:04:06]: This is the future of marketing.

Dave [0:04:07]: I believe, go to knak.com that's k n a k.com and check it out and we'll put the link in the chat.

Dave [0:04:13]: Right now, okay.

Dave [0:04:14]: Without further ado speaking of email, hot off the presses is my first guy.

Dave [0:04:17]: I wish I knew is background r it off the top of my head, but, let's bring Ben up real quick.

Dave [0:04:21]: I'm gonna let each panel give a quick intro, and then everybody has something that they're gonna share their screen.

Dave [0:04:26]: And show to you.

Dave [0:04:27]: So Ben, Why don't you pop in here, grab the mic?

Dave [0:04:29]: Good to see, sir.

Dave [0:04:30]: So quick background, who are you?

Dave [0:04:32]: What do you do for work?

Dave [0:04:33]: Where are you?

Dave [0:04:34]: Where are you living right now?

Dave [0:04:35]: And then what are gonna show us?

Ben [0:04:37]: Yeah.

Ben [0:04:37]: Sure.

Ben [0:04:37]: I'll try tick off all of those?

Ben [0:04:39]: So I'm ben, I work for, a company called quote.

Ben [0:04:42]: I do front office, shared business phone solutions I've got an Ai offering there as well.

Ben [0:04:46]: I'm the customer cycle marketer or manager for them, and I'm currently operating out of Harlem, the Netherlands.

Ben [0:04:54]: So I'm coming through a wee at spot it's because I'm on a mobile hotspot before we get our five set up.

Ben [0:05:00]: They'd be with me.

Dave [0:05:01]: You're good.

Dave [0:05:01]: Netherlands, one of the best trips I've ever been on highlight of my life is going out there.

Dave [0:05:05]: I'd love to make it back.

Dave [0:05:06]: Especially this time you're beautiful.

Dave [0:05:07]: Alright.

Dave [0:05:08]: You got the mic.

Dave [0:05:09]: So what are you gonna show us?

Dave [0:05:10]: I think you were the guy that had this kinda interesting take on a end of year campaign.

Dave [0:05:13]: Yeah.

Dave [0:05:14]: Don't...

Dave [0:05:15]: I don't wanna say the word because remember we can't get in troubles.

Ben [0:05:19]: Yeah.

Ben [0:05:19]: It's pretty in spot.

Ben [0:05:20]: So I'm gonna run through our year and review campaign that we did last year.

Ben [0:05:24]: It was one that we've run the past, but we really wanted to iterate on a in a more creative heavy way.

Ben [0:05:30]: We're always sort of striving to make things more personalized and I think this So that it's personalized on the head, so I'm pretty excited to around for with you guys?

Dave [0:05:40]: I did get an email last night from...

Dave [0:05:42]: I did get my spotify as a twenty year anniversary of Spotify and my wife I were going through ours.

Dave [0:05:46]: Did you get that last night?

Ben [0:05:47]: Yeah.

Ben [0:05:47]: I did.

Ben [0:05:48]: I did okay.

Ben [0:05:48]: I was confronting.

Dave [0:05:50]: It was the very first song that I ever played on Spotify.

Dave [0:05:54]: This is nothing do with even was a that L mfa party Rock in this.

Dave [0:05:57]: And why?

Dave [0:05:59]: Why was I playing?

Dave [0:05:59]: That?

Dave [0:06:00]: Why was it the first song Ever played?

Ben [0:06:02]: It's a bang if that's what I.

Ben [0:06:03]: Alright.

Ben [0:06:05]: You got it.

Ben [0:06:06]: Alright.

Ben [0:06:07]: Happy days.

Ben [0:06:07]: I'm just quickly share my screen.

Ben [0:06:09]: So as mentioned, going through twenty twenty five year in review campaign.

Ben [0:06:14]: We went into partnership with a agency called multiplies.

Ben [0:06:17]: Multiplied media.

Ben [0:06:19]: They operate out of South Africa.

Ben [0:06:20]: Where our contact there, Lloyd was awesome, highly recommend reaching out to him if you've got any personalized video or gift stuff you wanna be doing.

Ben [0:06:29]: But this was the output that we up with, which I think was pretty clean.

Ben [0:06:34]: So, yeah, we've basically went from data to a fully personalized four bucket dynamic gift that we had per user.

Ben [0:06:40]: I'll let that finish up because it's so nice looking.

Ben [0:06:43]: Look at that.

Ben [0:06:45]: In motion.

Ben [0:06:46]: And then...

Ben [0:06:47]: Yeah.

Ben [0:06:47]: So we also doubled up on that with some pretty crisp looking graphs.

Ben [0:06:52]: These all real graphs, It's not just placeholder holder images that you quite often see in emails.

Ben [0:06:56]: It's like, oh, this is what your activity was.

Ben [0:06:58]: No.

Ben [0:06:58]: This is actually what your activity is looking like.

Ben [0:07:00]: So we had calls.

Ben [0:07:02]: We had sonar usage, which is Ai receptionist offering.

Ben [0:07:05]: Does a lot more than that?

Ben [0:07:07]: You should check it out.

Ben [0:07:08]: And also cool minutes, messages sent, and then one of the cool ones we did was, what's your busiest call time over the year.

Ben [0:07:15]: So you can see some pretty cool visualization there.

Ben [0:07:17]: The process for, sort of getting this kicked off from a gift perspective is we provided multiplied with basically a nice tailored Csv to create that nice tailored Csv, we pulled together a hundred and ten lines with C core.

Ben [0:07:31]: But the idea was that we wanted four buckets, style d, message to mae Ai innovator and platform innovator.

Ben [0:07:38]: And then within that, we also wanted to shout out whether you were top of your industry, whether you had some massive year on year growth that we wanted to shout out, and we also wanted to shout out how long you been with Quo formerly Open phone, because we really wanted to shout out our loyalty numbers there.

Ben [0:07:54]: So this is sort of how operates as a sc, So we had the initial snowflake query that went to multiplied, they provided us with Urls, which we then put on to the person object.

Ben [0:08:04]: We had Census, which is mixed in with pipeline.

Ben [0:08:09]: And then that kicked off a event sync.

Ben [0:08:12]: So that went into a customer campaign, which then had five different Apis, which we head off on a platform called Quick chart.

Ben [0:08:22]: So each of those have chart j, which would return us a url, which showed the chart for that individual user.

Ben [0:08:30]: And then on our back end, we also generated unique shareable landing pages that our users our customers could share across x and Linkedin,

Dave [0:08:41]: This is a perfect example of, like, someone in the surface is like, yeah, Cool email, marketing team and you're, like, did how work this was in the back

Ben [0:08:47]: end.

Ben [0:08:47]: Yeah.

Ben [0:08:48]: Yeah.

Ben [0:08:48]: I hundred understand.

Ben [0:08:49]: It was one of those things where...

Ben [0:08:50]: I did, like a wee video for multiplied referral.

Ben [0:08:53]: And we sort of went through and sec, for a lot of people, year and review, email text multiple months, like four months, and it takes a whole team of people to get going.

Tyler Cook [0:09:02]: We're sorry.

Tyler Cook [0:09:02]: I think I

Dave [0:09:03]: missed this in the beginning.

Dave [0:09:03]: Is multiplied as the platform they used to do this on.

Ben [0:09:07]: No.

Ben [0:09:07]: It's a multiplied an agency they work out of south Africa.

Ben [0:09:09]: Multi.

Dave [0:09:10]: They actually built this.

Dave [0:09:11]: You gave them all this and they built the design of this.

Dave [0:09:13]: Got it.

Ben [0:09:14]: They built the gift so that Clearer image at the top.

Ben [0:09:16]: So it's like, hey, been your twenty twenty five year review.

Ben [0:09:20]: Here's what you got up to, you a message might show, you with the top two percent home a home services industry.

Ben [0:09:25]: That's of case.

Ben [0:09:26]: But, yeah.

Ben [0:09:27]: It takes a bit, but it can be done with just one or two people in your team.

Ben [0:09:31]: I'm proof, so, well worth giving it a crack, but this was the workflow.

Ben [0:09:35]: So you can see we had those Api calls at the top that generated those gifts, and then that last one generated the shareable length.

Ben [0:09:42]: And of course, we had some verification steps in there to make sure we're not sending anything out to rogue But, yeah, all went well.

Ben [0:09:49]: Got some fantastic responses.

Ben [0:09:51]: Lots of people calling us open phone because we just recently rebranded it.

Ben [0:09:55]: But, yeah, it was really, really well received.

Ben [0:09:57]: People were able to share what they wanted to share out of it.

Ben [0:10:00]: Some people opted to share their stat page as you can see there.

Ben [0:10:03]: Some people opted just to share the stats directly.

Ben [0:10:05]: But the I idea hit the kitchen

Dave [0:10:08]: question from Christina says, just if you could frame it this So are these emails going up to current customers in hopes of an upsell or was this kinda just, like, a surprise delight, like, get people to share your stuff campaign.

Ben [0:10:19]: Yeah.

Ben [0:10:19]: This one's a hundred percent it's surprising to delight.

Ben [0:10:21]: We do a lot of emails at quote, trying to, like, visualize data for people.

Ben [0:10:25]: So we do a monthly analytics email that we send out, which is along the same vein as well, but we wanted to sum up the year in a nice fun way and in a way that sort of added legitimacy for people that wanted to share an online.

Ben [0:10:37]: A lot of people's businesses are like, pretty black box.

Ben [0:10:40]: So it's quite nice for people to share online.

Ben [0:10:42]: Hey, actually, we had, you know, fifty thousand cool minutes come through or had eight thousand calls this...

Ben [0:10:49]: Yeah.

Ben [0:10:49]: This is a massive improvement over the last year.

Ben [0:10:51]: Based sorts stats add sort of credibility to small businesses.

Ben [0:10:54]: So we wanted to provide that.

Dave [0:10:56]: And and so all these all the, like, the link that someone shared.

Dave [0:10:59]: Did that actually drive traffic.

Dave [0:11:01]: Like, did that give you a personal page and so was there, like, a some type of viral loop from this?

Dave [0:11:05]: Like, I get the email.

Dave [0:11:06]: I'm gonna go brag about my stats and then share it?

Dave [0:11:08]: Like, I see everyone's just kinda sharing this link here?

Ben [0:11:12]: Yeah.

Ben [0:11:12]: Absolutely.

Ben [0:11:12]: I think it...

Ben [0:11:13]: It was less like at Seo and sort of kinda get people on sight push and more of, like, a social awareness thing because all of these all tagged in quote as well.

Ben [0:11:21]: So we got a lot of just sort of cross poll nation there, which was quite nice.

Ben [0:11:25]: I don't have the stats on how many people landed on the web pages, but we got a really decent clip through.

Ben [0:11:30]: There's something that's quite personal, like, a lot of people don't wanna share their stats, like it candy be a bit close to the chest in terms of business?

Ben [0:11:36]: Other people obviously do for the reasons, but we got pretty good engagement just off that as well.

Dave [0:11:41]: And who is the person that you were sending this to like, in the business who would be receiving this?

Ben [0:11:45]: A So we did this to owners and admins.

Ben [0:11:47]: So you get different roles within quo.

Ben [0:11:50]: You can get invited on as invited users, and you can have different permission sets within this, but we wanted it to represent the people that were really released sort of seeing the analytics within the platform.

Ben [0:11:58]: That were responsible for setting up different feature sets, those sorts of things.

Ben [0:12:02]: So owners in Netherlands is what we targeted?

Ben [0:12:04]: Do you

Dave [0:12:05]: have more slides are should I keep interrupting.

Dave [0:12:07]: I have some...

Ben [0:12:08]: Interrupting, man.

Ben [0:12:08]: Okay.

Ben [0:12:08]: Interrupt.

Dave [0:12:09]: I'm so I just have a couple of questions.

Dave [0:12:10]: Like, so number one, I think, obviously, a bunch of us, like, okay.

Dave [0:12:13]: This is cool.

Dave [0:12:14]: Like How do you talk about the success of this to the company?

Dave [0:12:16]: So, like, you know, why this was a good play for marketing to run?

Ben [0:12:21]: Yeah.

Ben [0:12:21]: I don't think it's a hard sell with email.

Ben [0:12:23]: And I think that's one of the benefits of email is that it's very low cost.

Ben [0:12:27]: Obviously, we had to pay the agency.

Ben [0:12:30]: But to be fair, like it was a fairly reasonable right and pretty well set up.

Ben [0:12:34]: So they do ongoing campaigns.

Ben [0:12:35]: They do a whole bunch of different stuff.

Ben [0:12:36]: So it's well worth the money on that front.

Ben [0:12:39]: But, yeah, Like, in terms of getting buy, I don't think there was anyone in the company that was like, why are we doing this?

Ben [0:12:44]: It's just on the face a but a good idea, but gets fine and gets credibility.

Ben [0:12:47]: Is a cool thing that people can share more high quote.

Dave [0:12:51]: Okay.

Dave [0:12:51]: Got it.

Dave [0:12:51]: My two notes back this is number one.

Dave [0:12:53]: I think this just shows, like, for marketers out there.

Dave [0:12:56]: How important...

Dave [0:12:57]: Like, if you have a company that's enabling you to get product data, like, the product data can often be the best, like, Ammo for marketing.

Dave [0:13:03]: And so it's clearly you are given the freedom to, like, let's use this.

Dave [0:13:07]: Let's use this for Ammo and I I love that.

Dave [0:13:09]: In the absence of news.

Dave [0:13:10]: I think great marketing teams can kinda manufacture a reason to go and talk about their product and talk about the company.

Dave [0:13:16]: And in this case, you said, hey, everybody's been using our product.

Dave [0:13:18]: Let's use the product data.

Dave [0:13:19]: So I think that's a great example of that.

Dave [0:13:21]: Like, I like the idea of, like, look internally, like, what do we have?

Dave [0:13:24]: What can I just use inside of the four walls of the company?

Dave [0:13:27]: I don't need, you know, Ga or write about me or something.

Dave [0:13:29]: We can go create our own little micron news cycle And I thought you did a cool job of that.

Dave [0:13:33]: This should have been, like, a contest exit.

Dave [0:13:36]: We should had a prize?

Dave [0:13:36]: I'm I'm like reading all these at my head.

Dave [0:13:38]: It's okay.

Dave [0:13:39]: And then the other thing, and Hannah kinda said this in the chat.

Dave [0:13:42]: Like, we're were joking about marketing and the, you know, this why everyone wants everything yesterday, marketing doesn't take any work just a wave a magic wand in about five minutes per project.

Dave [0:13:49]: And obviously, that's a joke.

Dave [0:13:51]: What made me think of is, like, we're now in the era of, like, because Ai is comm everything.

Dave [0:13:55]: This is almost like the ten x content version of email.

Dave [0:13:59]: Right?

Dave [0:13:59]: It's like, if you're sending out kinda like shitty transactional emails all day.

Dave [0:14:03]: No one's gonna stop, but you actually put the time and put the effort into make something.

Dave [0:14:06]: But that was worth opening and worth reading and worth sharing.

Dave [0:14:09]: And the result is, like, you get a lot of shares.

Dave [0:14:12]: You get lots of people talking about it you.

Dave [0:14:13]: So I thought this was a a good example of, like, a ten x type of email play as opposed to, like, let's just, you know, send an email out blast and email out to our base.

Dave [0:14:21]: Right?

Ben [0:14:22]: Yeah.

Ben [0:14:22]: A hundred percent.

Ben [0:14:23]: And I think, like you can leverage out, like, the things I'm thinking about for Next year right is using Ai to further personalize what we provide to our agency.

Ben [0:14:31]: So, like, we have provided four buckets, but you could provide sixty buckets.

Ben [0:14:35]: You can provide personalized insight on what the themes of their calls were.

Ben [0:14:39]: You can do a whole bunch of different stuff.

Ben [0:14:40]: So...

Ben [0:14:40]: Yeah.

Ben [0:14:41]: With Ai, the world's tourist.

Dave [0:14:43]: Cool.

Dave [0:14:43]: Alright, Ben, We're gonna send Ben back to the background and he'll be in the chat.

Dave [0:14:46]: There's a couple questions in here, like, You should pop in and answer the questions from hand.

Dave [0:14:50]: And and a few others in the chat after this, and then we'll pull up Jana.

Dave [0:14:53]: She's next and I think she's gonna talk about newsletters.

Dave [0:14:56]: A topic near and dear to our heart?

Dave [0:14:57]: You love news

Jaina [0:14:58]: newsletter.

Jaina [0:14:58]: Dave.

Dave [0:15:00]: Hi.

Dave [0:15:00]: I thought email was dead.

Dave [0:15:01]: Who does a white bother within a a newsletter.

Dave [0:15:03]: What are gonna show?

Tyler [0:15:04]: I'm gonna show you that a music newsletter especially in beef audiences is probably Vmware slept on channel to build trust in your audience.

Tyler [0:15:13]: And I think we forget about building trust in B2B so we're just kind of, like, Just need a own of customers we need send emails, but trust is so hard to build, and I think he needs that.

Jaina [0:15:21]: Just one

Dave [0:15:21]: of the best ways for someone sorry.

Dave [0:15:22]: Show us.

Tyler [0:15:24]: Okay.

Tyler [0:15:24]: So I had up the brown content marketing team over at Matt, and Dave's already talked about Who At.

Tyler [0:15:30]: So hopefully around at the beginning of the session know what that is, and I've done just about every single part of the email workflow in the last twenty ish years, like, designing developing, copywriting, everything.

Tyler [0:15:42]: And nissan is a very near my hardest part of this.

Tyler [0:15:46]: Like I said this before, if your beating brand doesn't have a real music newsletter.

Tyler [0:15:50]: And when I say real music that I'm talking about, not like a digest or a campaign glass, but like a real news newsletter And these newsletter that you're putting out full interesting unique content to your audience.

Tyler [0:16:00]: You know, leaving, like, one of the best trust channels about on the table, So I'm gonna share you what kind of let mean here.

Tyler [0:16:06]: In your previous company, I helped build a weekly.

Tyler [0:16:09]: So the same day, the same time every week, like clockwork.

Tyler [0:16:14]: Each issue was written by a different person on our marketing team, so we had the Deb demand lead writing one issue, The content writer and writing another issue and our brand design and writing another.

Tyler [0:16:25]: Get the idea.

Tyler [0:16:26]: We had, like, multiple people involved in this one week can use that up.

Tyler [0:16:30]: And I think there are really three big reason if it works.

Tyler [0:16:33]: And one operating model, I see that operating model is what we offer to forget about when it comes to running you newsletter they're all made all of best possible.

Tyler [0:16:40]: So I think the first thing was cadence.

Tyler [0:16:43]: And if this is the one that nobody really gives credit to when it comes to selling a news that are just showing up in the inbox at the same day the same time, every single week, we kind of treated it like an old small Tv show.

Tyler [0:16:56]: Where you have to cheer in at a certain time.

Tyler [0:16:58]: I'm not talking about Tuesdays days, I eleven Am eastern in time, but we had cuff out exactly like, which time is did work for our audience.

Tyler [0:17:04]: So so even under weeks that people didn't open it, that name in the inbox, still showed up, and it's a touch brain.

Tyler [0:17:13]: Marketing sort of teaches us that you need, like, a sack of touch points land a customer.

Tyler [0:17:18]: So my own is even if you can't track and count that someone has seen your news newsletter and your brand in their inbox.

Tyler [0:17:26]: I tend to think that that is a touch point that has.

Tyler [0:17:29]: So that was, like, the one thing.

Tyler [0:17:31]: The cadence is I think the most important heart about running a new newsletter a free old Your.

Dave [0:17:38]: And, also, a lot of times we default to only doing things that have, like, selfish...

Dave [0:17:42]: Benefit to us.

Dave [0:17:43]: Like, I'm gonna...

Dave [0:17:43]: I have an offer.

Dave [0:17:44]: I'm gonna email.

Dave [0:17:45]: I have a campaign.

Dave [0:17:46]: And I have a promo.

Dave [0:17:47]: I have a follow.

Dave [0:17:47]: And it's like, I'd like a newsletter because it kinda gives you a reason to stay top of mind, but it's not based on a transaction.

Dave [0:17:54]: It not sign up for this webinar.

Dave [0:17:55]: You know, click on this thing, do this thing.

Dave [0:17:57]: It's gonna like, hey, I wanna give you something useful to read.

Dave [0:17:59]: I'm gonna show up in your inbox, you know, for good reason every week type of thing.

Tyler [0:18:04]: Exactly You're not just shouting at your audience because you want something from that them and you wanna give them something for free that is gonna help make their lives easier.

Tyler [0:18:11]: Their jobs easier, what they do on a day to day basis easier.

Tyler [0:18:14]: So, yeah, Absolutely.

Tyler [0:18:15]: I think...

Tyler [0:18:16]: And that kind of like there's really nice into the second point that I wanna talk about, and that's the trust part of it.

Tyler [0:18:20]: So every single week we pack then these that are with the most useful content we could find.

Tyler [0:18:25]: So it was a combination of our thoughts as individuals as marketers as people at this brand.

Tyler [0:18:32]: And when I say useful content and thoughtful unique perspective gives.

Tyler [0:18:37]: I really mean that.

Tyler [0:18:38]: I don't mean just, like, throwing a link they're saying, hey this is really interesting.

Tyler [0:18:41]: It is the writer are actually saying, hey, this is really interesting because x y and z, and this is why it matters to you.

Tyler [0:18:48]: So that kind of thought gives process and the curation process behind what we were putting in the newsletter was what really sold the value of it.

Tyler [0:18:59]: Readers of newsletters want more.

Tyler [0:19:00]: They want more than just like, something to read.

Tyler [0:19:03]: They wanna know why it's like why they need to spend five minutes of there.

Tyler [0:19:06]: They're really reading this.

Tyler [0:19:07]: And what we noticed as well is because we were sharing so we weren't only sharing our own content from, like, our blog and our website and our socials, We were sharing content from the wider lock community.

Tyler [0:19:18]: So we will finding what other people were writing about what other unique thoughts and perspectives, other people were thinking about and brought it into this news newsletter too.

Tyler [0:19:27]: So again, it became less of a vehicle of us promoting ourselves and more of a vehicle of, hey, this is what we're saying and we thought the community is so amazing, so awesome and so thoughtful and so clever, we wanna raise the kind of, like value in the community as well.

Tyler [0:19:41]: So because we started doing that, We noticed some really cool things happening.

Tyler [0:19:44]: So people started replying back to us, and I don't know I've worked in email for a really long time And, yes.

Tyler [0:19:52]: You get the really negative reply of, like, this email sucks.

Tyler [0:19:55]: So I'm subscribing.

Tyler [0:19:56]: I'm subscribing blah of.

Dave [0:19:57]: No, there's always one guy all caps to

Tyler Cook [0:20:00]: me out did I get on your list

Dave [0:20:02]: and my favorite thing is to go show him.

Dave [0:20:03]: Actually start converted on this landing page six weeks ago.

Tyler [0:20:07]: Exactly.

Tyler [0:20:07]: This the same thing that I do.

Tyler [0:20:08]: I like almost on a screenshot there, like, Buck had little, like, this is when you came in.

Tyler [0:20:12]: This is when you came in.

Tyler [0:20:13]: Because I was it's so sorry.

Dave [0:20:15]: Alright.

Dave [0:20:15]: I just tried...

Dave [0:20:15]: I that was unnecessary.

Dave [0:20:16]: I'm getting no.

Tyler [0:20:18]: Totally me necessary.

Tyler [0:20:19]: Because need to bend some of these things out ever and now and then.

Tyler [0:20:21]: But, like, we started getting really cool replies, saying like, this conference so amazing, like, this is the only news that I wanna read every thursday I take time out of my day for this.

Tyler [0:20:29]: So that, is immeasurable stuff, but it really really matters when you try to build

Tyler Cook [0:20:34]: trust.

Tyler Cook [0:20:34]: Yeah.

Tyler [0:20:36]: And then the last thing kind of tat into that, and it won't every single necklace question on this...

Tyler [0:20:40]: Whether I write it down is that we stop looking at open rates and click three rates.

Tyler [0:20:44]: As a score as a way of, like, measuring the success of this new newsletter, we measured the replies, and we measured the D.

Tyler [0:20:51]: We measure the people in our community you're talking about the newsletter.

Tyler [0:20:54]: And I understand it's really hard to for on a dashboard.

Tyler [0:20:57]: But that's the metric that, like, maps back to trust and the trust is why we were putting in this these that are out.

Tyler [0:21:02]: So I think you always have to track back your metrics to, like, the why of your knees.

Tyler [0:21:06]: Newsletter don't or the why you're putting your emails out there.

Tyler [0:21:09]: But I will say, if you want and need a number happy reply rates.

Tyler [0:21:13]: If you're even just getting, like, one or two replies and you had a list of a few hundred people.

Tyler [0:21:17]: I feel like there's still a really good thing because we are so going not replying to new newsletters that come to, from brands.

Tyler [0:21:24]: So I think that's a really good number to track.

Tyler [0:21:26]: And they're quickly in the operating well, because I was more Was like, how the hell do you publish fifty two weeks a year without burning out.

Tyler [0:21:33]: And there are four things that really helped us here.

Tyler [0:21:35]: One, a single owner, like a quarterback who's essentially, that one person who calendars all the writers, picks all of the themes, ties it back to our existing campaigns and product launches, basically keeps the train running two, can buy lines from the team.

Tyler [0:21:49]: So obviously say it's not just on that one person to write every single issue.

Tyler [0:21:53]: That's always really hard.

Tyler [0:21:54]: Three, a fixed template.

Tyler [0:21:55]: We didn't change any the design.

Tyler [0:21:58]: We just changed the content.

Tyler [0:21:59]: The variable was the content here.

Tyler [0:22:01]: And the fourth one is we worked, like, two to three weeks ahead of time always.

Tyler [0:22:05]: Like, the week of panic is real and you always have a million different things trying to juggle as an new marker.

Tyler [0:22:10]: So I think that working head is always more really helpful.

Tyler [0:22:14]: And the quarterback of what he's owning all with this is the work he really feels all of that.

Tyler [0:22:17]: So I would say, like, for your time call about rotate your riders and I think news newsletters are just a brilliant tactic for B2B markers.

Dave [0:22:27]: Nice.

Dave [0:22:27]: Good work, Jane.

Dave [0:22:28]: A couple notes I had.

Dave [0:22:29]: It is funny because I still see so many companies they send the brand emails from no reply at.

Dave [0:22:36]: And so, like, the other day, I was dealing with something I just wanna reply to get a service question.

Dave [0:22:40]: It's no reply at.

Dave [0:22:41]: And so your point about the replies.

Dave [0:22:43]: We run this play with our newsletter, and I get, you know, dozens of replies every week, and I we don't really count them, but I feel it directional.

Dave [0:22:50]: And we talk about it, and I also feel like the more I respond, like, it earns you point for the future, People know that it is really being sent by a human.

Dave [0:22:59]: There's someone there, and I think like, I also get a ton of, like, qualitative feedback for the content and the newsletter oftentimes, I'm like, hey, This topic land with you and some newsletters we send out and I get a couple responses.

Dave [0:23:11]: And then, like, the other Tuesday, I wrote a newsletter about, like, over complicating marketing and I had a hundred responses.

Dave [0:23:17]: Yeah.

Dave [0:23:17]: And that's just a signal to me and then we share that back with the team.

Dave [0:23:20]: It's like, okay, Let's do more on this topic.

Dave [0:23:23]: Like, there's clearly something here.

Dave [0:23:24]: And so I think, like, that's a part of reading the room beyond the metrics.

Dave [0:23:28]: The other thing that you mentioned is, like, I love...

Dave [0:23:29]: Counter intuitive, marketing and sales advice.

Dave [0:23:33]: And I'll say sales in the here because, ultimately, we...

Dave [0:23:35]: You know, you're trying to sell someone something at the end of the day.

Dave [0:23:37]: But oh my God.

Dave [0:23:39]: How dare a brand feature other people that are not affiliated with their brand promoting other voices and it's, like, this is so kinda...

Dave [0:23:46]: We're afraid to do this What if I drive traffic to someone else's thing.

Dave [0:23:50]: It's like, that's what we'll do.

Dave [0:23:51]: That's how you build trust.

Dave [0:23:52]: Like, Yeah.

Dave [0:23:53]: If you're, like, I don't care.

Dave [0:23:54]: I'm gonna showcase five people in my newsletter and like, yeah, go visit them, like, you then gain trust as the brand.

Dave [0:23:59]: So I thought that was a a really important piece of this here.

Dave [0:24:02]: And then I just was gonna ask you if do you have a way of measuring replies?

Dave [0:24:05]: Or is there a way to do this in your product or are you, like, manually counting them?

Dave [0:24:09]: I know a lot of times if you look at reply rate, it's not always exact.

Tyler [0:24:13]: It's really manual, And I think, what we had before was we had health scout, and we had all our replies go to hello@litmus.com, and that was like, where all our replies went.

Tyler [0:24:22]: So it's was very...

Tyler [0:24:23]: And it was all tagged.

Tyler [0:24:24]: So it was very easy for us to figure out, like, who has replied which issues a what reply.

Tyler [0:24:28]: So we had helped out.

Tyler [0:24:29]: That was really easy for us to do it that.

Tyler [0:24:31]: But, honestly, I think it is just a bit of a manual person.

Tyler [0:24:33]: I haven't found, like, a single Asp or map or anything that.

Tyler [0:24:38]: Actually counts that reply yet rate yet, And I think the numbers are gonna be low, it shouldn't be too hun unstable on anyway.

Tyler [0:24:43]: But It was like, under the, like, but using links from everyone else you've completed there's a new set.

Tyler [0:24:47]: That's a level of really good way of making your brand look amazing in the industry because it knows who to elevate to and it knows the kind of content, but it's gonna be valuable as well.

Tyler [0:24:58]: So I think

Jaina [0:24:58]: there's so much value sharing on people's content.

Dave [0:25:01]: Okay.

Dave [0:25:01]: Alright.

Dave [0:25:01]: Good work.

Dave [0:25:01]: There's some questions for you.

Dave [0:25:02]: I would take the time to do them now, but I think it's better for you to pop in in the chat and answer them.

Dave [0:25:06]: And I think the other thing on this is just, like, the consistency of it, having to have a debt...

Dave [0:25:10]: Like, this is gonna go out every week, like, I think we need those rhythms to create this kinda marketing, like, you know, air cover machine that's always happening.

Dave [0:25:17]: So I like that.

Dave [0:25:18]: Good job.

Dave [0:25:19]: Alright.

Dave [0:25:20]: Tyler, What's up?

Dave [0:25:21]: Good to see you.

Dave [0:25:22]: What are you gonna show us today?

Tyler Cook [0:25:24]: Alright.

Tyler Cook [0:25:24]: I'm gonna show you how to be more like Ryan Reynolds.

Dave [0:25:29]: I'm into that.

Dave [0:25:30]: Love let me get some of that.

Dave [0:25:31]: I'm into that.

Dave [0:25:32]: Alright.

Tyler Cook [0:25:34]: So a little bit of background, I run hyper media marketing, we work with B2B brands, both service providers and software service companies with really long sales cycles.

Tyler Cook [0:25:46]: And so one of the challenges that we've always experienced with email marketing is how do you keep...

Tyler Cook [0:25:51]: If your sales cycle is twelve months long or eighteen months long.

Tyler Cook [0:25:55]: How do you keep your subscribers engaged with you over time?

Tyler Cook [0:25:59]: So that when they do enter the buying, that buying market that you are the brand that they think of.

Tyler Cook [0:26:05]: And so

Dave [0:26:05]: love it.

Tyler Cook [0:26:06]: Because I love Ryan, and I love his marketing, I developed this framework of how to basically do what he is in marketing?

Tyler Cook [0:26:15]: What's game...

Dave [0:26:16]: Your company and industry Hanna in the chat is a Tyler Healthcare speak my language with these sales cycles?

Tyler Cook [0:26:21]: Yeah.

Tyler Cook [0:26:21]: So hyper media marketing is my company.

Dave [0:26:24]: Okay.

Dave [0:26:24]: Can you explain why you...

Dave [0:26:25]: People might know who around Brian Reynolds is, but might not know what he's known for in marketing just what's the elevator pitch on that?

Tyler Cook [0:26:33]: Alright.

Tyler Cook [0:26:33]: So the elevator pitch or at least...

Tyler Cook [0:26:34]: Well, I'm gonna show you that I've always admired about Ryan, is Ryan is really...

Tyler Cook [0:26:38]: Has a unique skill of seeing something that is trending online and taking that trend and fitting it within whatever he's is trying to market and make it super relevant for the audience.

Tyler Cook [0:26:54]: And so he's basically...

Tyler Cook [0:26:55]: I've always heard it me called, like, news jacking, but he's basically taking that trend, fitting it within his business to ethically steal attention from whatever the trend is and point.

Dave [0:27:08]: I love the news jacking idea.

Dave [0:27:09]: Nice.

Dave [0:27:09]: Good.

Dave [0:27:10]: Okay.

Tyler Cook [0:27:11]: And we've made a...

Tyler Cook [0:27:12]: A really simple process to make this really easy to do.

Tyler Cook [0:27:16]: So I'll share my screen, and we can jump in Here's the deal.

Tyler Cook [0:27:20]: So what is news jacking and what have I seen Ryan do?

Tyler Cook [0:27:23]: So something starts trending on the news on social media, and usually within hours, Ryan has published a reactive ad that plays directly off of that trend.

Tyler Cook [0:27:35]: And so what happens is there's massive engagement because it felt current.

Tyler Cook [0:27:39]: It's unexpected.

Tyler Cook [0:27:40]: It's relevant.

Tyler Cook [0:27:41]: And the principle that I've seen in how it applies to long sales cycles is relevance plus speed typically equals more attention.

Tyler Cook [0:27:51]: Right?

Tyler Cook [0:27:52]: And so what makes it work is it's the timelines ness.

Tyler Cook [0:27:54]: It's the relevance in it's the speed.

Tyler Cook [0:27:57]: So many brands oftentimes will miss this window because trends don't stay trends very long.

Tyler Cook [0:28:07]: Right?

Tyler Cook [0:28:08]: Especially with Tiktok.

Tyler Cook [0:28:09]: Things are moving very, very fast.

Tyler Cook [0:28:11]: But then there also, like, the process for this is often manual, like, you need to see the trend, you need to understand how the trend can fit within your business.

Tyler Cook [0:28:21]: And then you have to figure out the angle and the review process to get that actually published.

Tyler Cook [0:28:26]: And then usually, by the time you send the thing, the conversation gone.

Tyler Cook [0:28:32]: It still might be relevant, but you've missed the window of time that makes it relevant and will drive action.

Tyler Cook [0:28:40]: And so we built the system that collapses that timeline, into a very, very short window of time.

Tyler Cook [0:28:46]: So the five step system at a high level is this.

Tyler Cook [0:28:49]: We use an alert monitoring tool.

Tyler Cook [0:28:52]: You can use Google Alerts because it's free.

Tyler Cook [0:28:54]: There's a bunch of other tools that you can use.

Tyler Cook [0:28:56]: Like, we've used alert mouse by ram fish before and that one works awesome as well.

Tyler Cook [0:29:00]: But the idea is you need a way to monitor these trends very quickly, and then you need Ai.

Tyler Cook [0:29:08]: We're using Ai to help us digest these trends very, very quickly.

Tyler Cook [0:29:13]: Works Right?

Tyler Cook [0:29:15]: From there, the Ai is scanning for primary and secondary topic angles for email marketing.

Tyler Cook [0:29:23]: Right?

Tyler Cook [0:29:24]: And then Ai will also build the brief.

Tyler Cook [0:29:27]: And then it delivers us the brief, and we basically choose, okay.

Tyler Cook [0:29:31]: We like this angle.

Tyler Cook [0:29:32]: We know that this is gonna be highly relevant for our audience.

Tyler Cook [0:29:35]: It hits the pain points that we want to hit, and then we approve it.

Tyler Cook [0:29:39]: And then the Ai system will write it, design it and basically get everything ready to send in under an hour.

Tyler Cook [0:29:47]: So the first way that we do this, right, going a little bit into Google Alerts.

Tyler Cook [0:29:52]: If you've never used it before, for every client, we're research and we configure specific keywords, specific to their niche, specific to their audience, specific to who they are trying to talk to.

Tyler Cook [0:30:04]: So sometimes that's job titles things like that.

Tyler Cook [0:30:06]: Keywords you can see, we'll cover examples, industry topics, regulatory updates.

Tyler Cook [0:30:11]: We love regulatory updates in then trends.

Tyler Cook [0:30:14]: Right?

Tyler Cook [0:30:15]: And it delivers either a daily or a weekly digest of everything major that's happening in there.

Tyler Cook [0:30:21]: And so we're just getting this.

Tyler Cook [0:30:22]: Right?

Tyler Cook [0:30:23]: We don't have to do much of their research.

Dave [0:30:25]: Yep.

Dave [0:30:25]: Okay.

Dave [0:30:26]: I got you.

Dave [0:30:26]: So step one, get the alerts set up.

Dave [0:30:28]: Number two is how we're gonna use Ai to monitor the inbox.

Tyler Cook [0:30:31]: Yep.

Tyler Cook [0:30:31]: Exactly.

Tyler Cook [0:30:32]: So we have a specific folder that all of these emails flowing to, We have a system that's directly connected to that.

Tyler Cook [0:30:39]: And so as the new email comes in, Ai is scanning that digest, and so we don't really have to manually review anything.

Tyler Cook [0:30:47]: It's clicking through to actually read quote and

Dave [0:30:51]: unquote, forty.

Dave [0:30:52]: What's doing that?

Dave [0:30:53]: What are you using you do that?

Tyler Cook [0:30:54]: So we're using claude for that, And then we have a routine or a scheduled task that pulls in and it's just constantly scanning that inbox for

Dave [0:31:03]: quote good.

Tyler Cook [0:31:04]: From there, like I said, it's reading that article in full, not just the headlines so we can get the context for it.

Tyler Cook [0:31:11]: And then the two things it's looking for is what are the primary topics.

Tyler Cook [0:31:14]: So what is directly relevant to the audience that we're sending to and directly relevant to the brand that we are sending from.

Tyler Cook [0:31:23]: Right?

Tyler Cook [0:31:24]: So we're connecting those two things, And then we're also looking for secondary topics.

Tyler Cook [0:31:28]: So what are other angles that we know would still be relevant to our audience that if we put in front of our audience, builds a lot of trust with our brand and we're using it more as, like, a brand awareness planes instead have a direct conversion play.

Tyler Cook [0:31:43]: Right?

Tyler Cook [0:31:44]: And then the fourth piece is our...

Tyler Cook [0:31:46]: We have an email writer skill that categorize it does all the additional research that it needs and then proactively builds the email brief that we would need, so the hooks, the topic, the concept and the design.

Tyler Cook [0:31:58]: And then we get all of that proactively, and then we review and we choose which one we wanna roll with.

Tyler Cook [0:32:06]: And then once we've approved that we have the copy, it goes through our, you know, copywriter reviews it to make sure that the copy is good that the Ai didn't hall anything that we're not taking anything out of context for twisting it too far.

Tyler Cook [0:32:22]: Right?

Tyler Cook [0:32:23]: It's all relevant.

Tyler Cook [0:32:24]: We qa a it, and then once the design is on brand and finalized, we deliver it to the client for final approval.

Tyler Cook [0:32:32]: So end to end, this process takes us less than an hour, we get five unique angles for each relevant article.

Tyler Cook [0:32:42]: All of the copy is timely and relevant, so each email feels very current and very...

Tyler Cook [0:32:49]: Like, reactive to what's happening in the market, and it's always on.

Tyler Cook [0:32:53]: Like, there are times where I will sit down at my computer and there's already twenty email ideas across our portfolio of clients is like, oh, this happened overnight, we should send an email about this because we know it's going to affect the subscribers.

Tyler Cook [0:33:08]: Right?

Tyler Cook [0:33:09]: And so just as an example, we work with a five way three compound pharmacy named South end pharmacy.

Tyler Cook [0:33:16]: Last year, there was a bunch of Fda updates about how five zero three pharmacies could compound Gl ones, semi and ti.

Tyler Cook [0:33:25]: Right?

Tyler Cook [0:33:26]: And so one of the alerts that we got right away was that the Fda took semi and ti off of the shortage list which essentially means that compound pharmacies can't produce those treatments anymore.

Tyler Cook [0:33:40]: Right?

Tyler Cook [0:33:41]: And so what we were able to do is we were able to track that Oh, if it's a compound pharmacy group.

Tyler Cook [0:33:50]: They actually started to sue the Fda for, basically breach of process.

Tyler Cook [0:33:55]: They just kind of, like, jumped into removing semi intra off of the shortage list without going through their normal process of, like, ramping it down.

Tyler Cook [0:34:04]: And so the Of sued the Fda, and the Fda then changed their policy a little bit to basically say, it's off the shortage list, but we're not gonna take any action against five zero three eight compound pharmacy specifically.

Tyler Cook [0:34:17]: For continuing to compound.

Tyler Cook [0:34:19]: And so literally within an hour of this happening, you can see the example email on the left of what's happening, who's suing who and very clearly, what we are doing about it.

Tyler Cook [0:34:35]: We are our...

Tyler Cook [0:34:36]: We're still compounding.

Tyler Cook [0:34:37]: We're still compliant.

Tyler Cook [0:34:38]: You can still purchase prescriptions through us.

Tyler Cook [0:34:41]: Nothing has really changed for you.

Tyler Cook [0:34:43]: We're actively monitoring this you can see the article that we used to write the email.

Tyler Cook [0:34:49]: And then the main Cta for this was to reply back to their account manager if they have questions or they have concerns and things like that.

Tyler Cook [0:34:57]: And so because we are able to move so quick on this, We ended up getting a sixty seven point three percent open rate.

Tyler Cook [0:35:03]: We had just over a four percent reply rate of people either saying, yeah, I wanna hop on a call to go through this a little bit more deeply, or we had people saying, you know, this is great.

Tyler Cook [0:35:14]: Thank you so much.

Tyler Cook [0:35:15]: Like, Let us know what the updates are, it was a huge trust builder for South end pharmacy, and then our unsubscribe was very, very low because this was super duper relevant to providers.

Tyler Cook [0:35:27]: When they saw that compound shouldn't be manufacturing This the first question is and they're like, I I'm been there with patients that are prescribing this, can I get this from you and so having this email out the door very quickly approved by illegal and things like that was critical for?

Dave [0:35:43]: It looks amazing too.

Dave [0:35:44]: At first, I was like, what do you send out?

Dave [0:35:46]: Like, if you're not driving someone to, like, a blog post or an article, but it's, like...

Dave [0:35:49]: And then you're not just gonna, like, send someone like a two or three line plain text email about the news and, like, link to something else.

Dave [0:35:55]: But this format feels very, like, hot end.

Dave [0:35:58]: Like, oh, this feels like a premium product almost said I'm getting an email about as opposed to like, hey.

Dave [0:36:02]: I'm a sales guy, like, check this out.

Dave [0:36:04]: Did you know this happened We wanna book a call?

Tyler Cook [0:36:06]: Yeah.

Tyler Cook [0:36:06]: And so we use the system for increasing relevance because again, these for many of the brands that we're working with their sales cycle is just very, very long.

Tyler Cook [0:36:15]: And so how do you continue to keep them engaged?

Tyler Cook [0:36:18]: This is one of the ways that we found to keep your open rates very, very high to continue building that brand awareness.

Tyler Cook [0:36:23]: So then when that subscriber or prospect moves in markets ready to buy.

Tyler Cook [0:36:28]: You are the brand that they think of instead of a competitor.

Dave [0:36:33]: Cool.

Dave [0:36:33]: Nice.

Dave [0:36:33]: This is great.

Dave [0:36:34]: A bunch of questions in and chat for you.

Dave [0:36:36]: So you...

Dave [0:36:36]: I'll gonna throw you backstage and you got a bunch of.

Dave [0:36:38]: You wanna know how do you do it in call?

Dave [0:36:40]: How did you set it up?

Dave [0:36:41]: What else can you do with the content?

Dave [0:36:42]: But this is great.

Dave [0:36:43]: And I think really useful for B b.

Dave [0:36:44]: We're, like, so much of it is, like, we don't always have big news, big announcements and so we're trying to triangulate, like, what's happening in the industry to try to reach out with something relevant?

Dave [0:36:53]: I thought this was great.

Dave [0:36:54]: Yeah.

Dave [0:36:55]: Okay.

Dave [0:36:56]: Good job Tyler Tyler gonna pop in the chat, and then Cr batting clean up first us, and we'll have time for some questions at the end.

Dave [0:37:02]: Alright.

Dave [0:37:02]: Cr, Good to see.

Dave [0:37:03]: You got the mic.

Dave [0:37:04]: I wanna try to catch up on some time a little bit.

Dave [0:37:06]: So I'm gonna skip over intros and we'll get right into the meat with you.

Jaina [0:37:09]: Yeah.

Jaina [0:37:09]: Yeah.

Jaina [0:37:09]: Absolutely.

Jaina [0:37:10]: Yeah.

Jaina [0:37:10]: So thank you for having me.

Jaina [0:37:12]: I'm also going to talk about newsletters, and it's really funny because Jane and I...

Jaina [0:37:15]: Did know each other before this webinar, but it's very interesting how our experiences are very similar, and, you know, everything they would see...

Jaina [0:37:22]: With newsletters in B2B specifically.

Jaina [0:37:24]: I also agree that they are absolutely stepped on.

Jaina [0:37:27]: So, yeah.

Jaina [0:37:28]: Cram here, B2B content and growth marketer.

Jaina [0:37:30]: I'm in a house.

Jaina [0:37:32]: I'm working in house with a conversion copywriter right now but I have been a fractional email marketer for B brands before as well.

Jaina [0:37:38]: So here, I wanna share a couple of bean insights from email work that I've done for two B2B brands recently.

Jaina [0:37:44]: Didn't give them my more about the slides, but I will share a sample a little bit later.

Jaina [0:37:48]: I just wanna kinda walk you through.

Jaina [0:37:50]: You know, what I did.

Jaina [0:37:51]: What happened what the results were first.

Jaina [0:37:52]: So one of the brands is a smaller brand that had basically a dormant list of a little under ten thousand contacts when I started working with them.

Jaina [0:38:02]: And they were sending, you know, occasional Seal sequences, but nothing really consistent beyond that.

Jaina [0:38:07]: And the other brand is a large enterprise B2B brand with over a hundred thousand contacts, And they were actually doing the opposite.

Jaina [0:38:16]: So when I joined, they were sending, you know, many emails, but they were basically, like, the short conversion focused style emails with the purpose of when driving traffic to events, getting people to download your, content pieces, you know, stuff like that.

Jaina [0:38:30]: So for both of these brands, we introduced newsletters.

Jaina [0:38:34]: But what was interesting was that this kind of, like this this decision, you know It played out differently for both brands.

Jaina [0:38:40]: For the smaller one, introducing a newsletter meant kind of going from sending almost no emails at all to sending emails consistently every week.

Jaina [0:38:49]: And for the bigger one, it meant basically opposite slowing down, reducing the number of emails and diversifying the type of content in those emails.

Jaina [0:38:58]: And then after we introduced the newsletters for both brands and kind of established to know a good cadence for these nurture style newsletters that we were sending out, then we introduced an additional second email, in the week, which was a little bit more heavier on the conversion elements, you know, again to drive traffic to major campaigns and things that were going on at the company.

Jaina [0:39:20]: Again, similar approaches completely different companies.

Jaina [0:39:24]: The results were great across both brands.

Jaina [0:39:27]: For the first one, we maintained consistent forty to fifty percent open rates with, you know, about two to three percent clip rates, And in terms of attribution, I think the owner said that email marketing has influenced merely, like, half a million in revenue over the course of a couple of years, which for a very small need be brand.

Jaina [0:39:45]: That's good.

Jaina [0:39:46]: And for the large one in just I wanna say, like, under three months after we restructured the whole email engine, we basically reduced the unsubscribe rates by twenty percent or so and then increase the click through rates by forty percent, again, very, very big.

Jaina [0:40:03]: Improvements on both ends.

Jaina [0:40:04]: Tb there on transcription because it's a little bit more complicated to track as you can imagine.

Jaina [0:40:09]: And I would like to share my screen very quickly.

Jaina [0:40:14]: I wanna share a sample that I was kind of referring to when I, you know, deciding on structuring the newsletters for both of these brands.

Jaina [0:40:22]: I can share samples from them, but I kinda wanna give you, like, a visual representation of what in my opinion and All give news newsletter could look like.

Jaina [0:40:30]: So the content marketing institute.

Jaina [0:40:32]: I love their newsletters.

Jaina [0:40:33]: As you can see, it's a weekly newsletter, they start with a couple of sections that are basically highlights, You know, campaign highlights, you know, something big that is going on, you know, content piece that they have produced a research, you know, some point that.

Jaina [0:40:45]: And then this is the crucial part.

Jaina [0:40:48]: This is how I approach all of the newsletters that I produce who gave, I know that your newsletter is a person in a very similar way, and I love that.

Jaina [0:40:56]: So this is the what called personal note.

Jaina [0:40:59]: I absolutely love this idea of making the reader feel like.

Jaina [0:41:03]: There is literally a person that said down and wrote.

Dave [0:41:08]: To one right to one person is always, like, the good

Jaina [0:41:10]: news exactly Exactly.

Jaina [0:41:11]: Exactly.

Jaina [0:41:12]: Yeah.

Jaina [0:41:12]: A one zero one communication.

Jaina [0:41:13]: Yeah.

Jaina [0:41:14]: That's literally how, you know, the structure of other newsletters that I'm producing right now, you can see, you know, my picture down here, my name, my title, my everything.

Jaina [0:41:22]: And then only after this loan note, which, you know, it absolutely has to be something relevant to what your readers care about.

Jaina [0:41:30]: You know, it could be everything that all the other panel speakers they talked about.

Jaina [0:41:34]: Of course, talk about you talk about campaigns that are going on and talk about ping points.

Jaina [0:41:39]: Right?

Jaina [0:41:39]: So, you know, pulling that, you know, conversion copyright writing principles.

Jaina [0:41:42]: Talk about something that your readers is gonna care about.

Jaina [0:41:45]: Make it in a very, you know, approachable very conversational way, like, a pure talking to you appear.

Jaina [0:41:50]: And then after that, I also include sections that highlight, you know, for example, events that are coming up that we are hosting or that we are participating in anything else.

Jaina [0:42:00]: Any other campaigns then we wanna kind of, you know, drive traffic to.

Jaina [0:42:04]: So...

Jaina [0:42:05]: Yeah.

Jaina [0:42:05]: So this is something that I wanted to share as a sample because I saw quite a few questions in the chatting about people asking where do you get content ideas how people will have structured Ms so on.

Jaina [0:42:15]: So, yeah, I guess this is a good example.

Jaina [0:42:17]: And again, this newsletter?

Jaina [0:42:20]: They're very good example as well.

Dave [0:42:23]: Love that.

Jaina [0:42:24]: That so So, yeah.

Jaina [0:42:26]: Anyways, these are kind of like my two examples that I wanted to share about these brands.

Jaina [0:42:30]: And I do wanna kind of, you know, summarize what, Joanna and I were talking about because we are very passionate about the power of newsletters for B marketing, but I guess...

Jaina [0:42:39]: The underlying concept that I wanna point out to everyone to make this approach with newsletters successful.

Jaina [0:42:46]: Even if you're running just newsletters that have you know more conversion elements, or if you're running just in a, one newsletter That is there nurturing educational and then other campaign emails that are more conversion focused.

Jaina [0:42:57]: The underlying concept is that you are willing to give away tons of free value before you expect anything in return.

Jaina [0:43:06]: Right?

Jaina [0:43:06]: So I think this is, you know, a problem that many you to be brands half...

Jaina [0:43:10]: It's the gate.

Jaina [0:43:11]: Right?

Jaina [0:43:12]: Like, they never give away anything from their Ip from, you know, the frameworks that...

Dave [0:43:16]: Well, everything has to be justified all the time we use to create things in marketing need to be justified by?

Dave [0:43:21]: What are we gonna get back from this versus if we're gonna create something that's valuable.

Dave [0:43:25]: I shared this yesterday in somewhere and I forget where, but there's a great book by Steven Pre called nobody wants to read your shit, and it's basically, like, if you can adopt this attitude this mindset of, like, almost empathy for who's in the inbox?

Dave [0:43:38]: Like, I'm assuming, like, look, I know that everyone doesn't get just my email.

Dave [0:43:42]: They get a thousand other emails.

Dave [0:43:43]: And so what am I going to do to make mind worth reading and then, like, operate from there versus just, like, So many people are just like, yeah, my company, we sent out a newsletter.

Dave [0:43:52]: We gotta send on a news like, oops.

Dave [0:43:53]: Sent the newsletter out and it's, like, well, okay.

Dave [0:43:55]: But who's actually gonna spend the time?

Dave [0:43:57]: Like, would you take the time out of your day to come to this webinar.

Dave [0:43:59]: Would you take the time out of your day to go through your inbox and read that email?

Dave [0:44:02]: I'm like, I think I've always tried to operate from that position, like, I assume that nobody wants my marketing, and then therefore, I'm gonna like, take this pill and understand.

Dave [0:44:10]: How do I, like, work with that as the key factor.

Dave [0:44:12]: You know what I mean?

Jaina [0:44:13]: Yeah.

Jaina [0:44:13]: Absolutely.

Jaina [0:44:14]: Absolutely.

Jaina [0:44:14]: Know, one hundred percent that's exactly all strengths here.

Jaina [0:44:16]: You know, basically, or in the right to expect engagement and he expect any sort of clicks or anything else that you're trying to achieve.

Jaina [0:44:23]: And Gabe a note on what he just said, my manager actually taught me something very, very very valuable shout out to him.

Jaina [0:44:30]: He always insists on writing in a u focused language.

Jaina [0:44:34]: So instead of saying, you know, like, in the copy of your emails, you know, we are doing this or we're hosting this event.

Jaina [0:44:38]: We're hosting this webinar, always say you will learn this.

Jaina [0:44:43]: Right?

Jaina [0:44:43]: Like, you will get this out of wherever we're asking you to do.

Jaina [0:44:47]: So absolutely echoing, which you just said, and think about what you were giving before you expect people to give you anything back.

Jaina [0:44:54]: And, yeah, everything else, you know, that Gina said and everyone else here, you know, the consistency super important whether it's, you know, like, ramping up to send more emails, but being consistent with it or scaling down, you know, send fewer emails, but don't just, you know, send sales emails, give value, show up consistently, and then Yeah.

Jaina [0:45:14]: I guess, like, one other note, someone I think it was yet She talked about how they stopped looking at open rates, click through rates.

Jaina [0:45:20]: One thing that I've noticed with email that is happening.

Jaina [0:45:23]: It's very interesting right now is there are many lurk.

Jaina [0:45:26]: There are many people who open your emails, you know, they read them.

Jaina [0:45:29]: They never engage, even if you try to invite some sort of engagement, you know, Tell me about what you think?

Jaina [0:45:35]: You know, what else do you wanna hear about?

Jaina [0:45:37]: They lurk.

Jaina [0:45:39]: They don't engage, but at the end of the day, all of these touch points through the newsletters through the emails.

Jaina [0:45:44]: They add value to, you know, the final decision if a person is going to become a buyer or not.

Jaina [0:45:49]: One of these brands that are supported.

Jaina [0:45:51]: That I mentioned, they actually did something...

Jaina [0:45:53]: So instead of, you know, like, necessarily looking at how many people clicked on the Cta buttons that we included, They looked at all of the people who became buyers, and they tracked how many emails have they opened things you know, the ten weeks before they became a buyer.

Jaina [0:46:09]: For example.

Jaina [0:46:09]: Right?

Jaina [0:46:10]: So like, that kind of...

Jaina [0:46:11]: Yeah, Just look at engagement through a more creative perspective, not only necessarily through, like, the link in your Cta buttons.

Jaina [0:46:17]: So...

Jaina [0:46:18]: Yeah.

Dave [0:46:20]: Okay.

Dave [0:46:20]: Hey, Allison.

Dave [0:46:21]: Will you roll our group up here real quick.

Dave [0:46:23]: Thanks, Cr.

Dave [0:46:24]: Good job.

Dave [0:46:24]: There's nothing specific in the Q and a, so I gave everybody time to just punch away in the chat.

Dave [0:46:28]: But I just wanna give a quick shout to everybody that came today?

Dave [0:46:32]: I hope I think email...

Dave [0:46:34]: Like, somebody said this earlier in the session, which is, like, email still one of the last channels that you can truly own your audience.

Dave [0:46:40]: Now there's a lot of nuance that happens in the inbox, but I think there's a lot of regular recurring rhythms and systems you can get into.

Dave [0:46:46]: And I hope this was give you a little bit of inspiration to think about.

Dave [0:46:49]: What can I do better with my email?

Dave [0:46:51]: We'll send out the recording to everybody Office, but real quick, we like to just measure everything, Allison, can you just run the poll so we can get a quick five check on this session?

Dave [0:46:59]: Also we're gonna send out we'll send out everybody's Linkedin here.

Dave [0:47:02]: I think a lot of people like to continue to ask more questions so you can connect with Jane Ben, Tyler and Cr on Linkedin and just say, hi.

Dave [0:47:08]: But I appreciate everybody coming out for this Exit Five live session.

Dave [0:47:11]: I've said a webinar twice.

Dave [0:47:12]: I'm gonna get ding in my performance review this is definitely not a webinar.

Dave [0:47:16]: Appreciate all you email marketers out there.

Dave [0:47:18]: Thanks in act for helping us present this session, and we'll see you in...

Dave [0:47:22]: I think, two weeks on our next Exit Five live.

Dave [0:47:24]: I'll see you in the inbox.

Dave [0:47:26]: I know bunch of you get my newsletter in the podcast and and we'll see there.

Dave [0:47:29]: Good luck.

Dave [0:47:29]: This happy email marketing, watch out quad coming for you, so you just gotta keep running faster and keep innovating and and staying ahead, and we'll be okay.

Dave [0:47:36]: Alright.

Dave [0:47:37]: Alright.

Ben [0:47:38]: We'll see

Dave [0:47:38]: you later.

Dave [0:47:38]: Good job everybody.

Dave [0:47:39]: See later.

Dave [0:47:43]: Hey.

Dave [0:47:43]: Thanks for listening to this podcast.

Dave [0:47:45]: If you like this episode.

Dave [0:47:46]: Do you

Dave [0:47:47]: know what?

Dave [0:47:47]: I'm not even gonna

Dave [0:47:48]: ask you to subscribe and leave a review because I don't

Dave [0:47:51]: really care about that.

Dave [0:47:52]: I have something better for you.

Dave [0:47:53]: So we've built the number one private community for B2B marketers Exit Five, and you can go and check that out instead of leaving a rating a review, go check it out right now on our website, exitfive.com.

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Dave [0:48:12]: There's nearly five thousand members now in our community, people are in there posting every day, asking questions about things like marketing planning, ideas, inspiration, asking questions and getting feedback from your peers, building your own network of marketers who are doing same thing you are so you can have a peer group, or maybe just venting about your boss when you need to get in there and get something off your chest.

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