CXL Institute Growth Marketing Minidegree review Part 9

  1. Use video in emails (Ollie was shocked at this)
  2. Pre-headers can be a great to sell (Ollie did not know this)
  3. Don’t just sell. Tell stories (He does it but from a selling angle)
  4. Journey based emails drive ROI (Ollie had a WOW moment on this point)
  5. Give your users the power and reward (Speechless)
  1. Send regularly (at least 1x a month) the reason is that at the beginning of every month you don’t want to be in a position of infinite complaints but no send history (30 day refresh).
  2. Deliver valuable, relevant and engaging content.
  3. Monitor your inbox placement.
  4. Welcome your new subscribers, stay warm and give incentive to buy off the bat.
  5. Clean out your bad emails in your list.
  6. Consider removing dummy or unengaged subscribers or play with frequency for the unengaged subscribers.

Ollie then asked me, “So how can I grow my list with $0 and only with lead generation form?”

  1. Prominence: This refers to the placement of the email grabbing opportunity. This can be an exit intent lightbox or a side rail on the page but has to be implemented in conjunction with the larger team. Also, the sources to grow email is not just through website but through other social media handles or even when you meet people in case of a B2B scenario.
  2. Promise: Let subscribers know about the value, frequency and privacy conditions or promise. Live upto that promise too.
  3. Proof: Adding proof in the opt-in forms helps to make the offer meaty.
  4. Progressive profiling: Stay progressive and don’t just ask for all the information in the first go.

Ollie: Alec, I now have a budget, tell me how I can really crank it up?

  1. Scale through partners. Offer value to the subscribers and don’t swipe lists. Stay exclusive to the subscribers of the partner.
  2. Use that budget for paid media. Give some reward with a sponsored post. Use custom audience and lookalike audience.
  3. Get creative Ollie.
  1. Send to your most unengaged list less frequently
  2. Or, let subscribers choose the frequency
  3. Or, run a re-engagement campaign, get creative
  1. Segment the email into grids. Make columns of 1 or 2 and then fill those columns with elements.
  2. Pre-headers and subject line should work together. All image emails might lead to this unknowingly.
  3. Keep the email skimmable. Clear, concise and clickable.
  4. Email style should fit the message and product.
  5. Consider accessibility when designing emails.
  6. Use true font style and use min 14px font size.
  7. Use vertical images and background colours but try to avoid.
  8. Use whitespace to your advantage and big buttons with min 40px.
  9. Move it with animation and personalize it with text and images
  1. Data for personalisation: This helps to connect a chord with the customer when the email content is personalised for them. This can include for eg — the headers, the SKU in the offer, the previous selection by the customer in a series of emails.
  2. Data for segmentation: The personalisation goes beyond including the name and segmentation is connected to it. It refers to the point to who gets which message. This backs what message works for which segment and what are the trigger points for that segment through data. Segments can also be created on the level of engagement and a calendar can be created on that basis.
  3. Data for automation: Automation takes into consideration that when to send the message and to whom. Automation executes the personalisation and segmentation. This can be onboarding emails, emails before a major event in the customers life, post purchase or determining the frequency of emails.
  4. Data for optimisation: With data, optimisation becomes easier. You can test multiple communication strategies based on content type, days, or time of buying cycle. Through this you can optimise the campaign and overall path of acquiring customers and increasing revenue through emails.

So what is the difference between PR and marketing?

  1. Negative PR: Where you are controlling a negative occurrence
  2. Positive PR: Where you are uplifting a brands image

Metrics that matter in PR

  1. Quality of mention
  2. Quality of article
  3. Number of articles

Defining Target Audience

PR writing guidelines

  1. Subject lines matter the most
  2. Consult SEO specialists too
  3. Keep it sure and succinct


  1. Email is always appreciated but don’t shy away from using social media
  2. Consider the timings
  3. Stand out by keeping a pulse of what the news media or publishing houses are talking about
  4. Don’t send off, mass topic pitches to bloggers
  5. Conferences and events are a great way to build relationships and helps in being personable
  6. Expect to pay or compensate bloggers unlike news reporters

Digital media strategy

  1. This needs to take PR into a holistic marketing approach
  2. Digital media is often more influential as compared to traditional marketing
  3. Size of the company matters and also the digital presence

Growth Program management.

We then moved to better understanding the growth process.

  1. The analysis stage focusses around leveraging insights from multiple functions and helps you understand how to drive long term sustainable growth.
  2. You also need to constantly mine for ideas as against the leverage you have analysed. Include everyone on the team.
  3. Prioritise by including a process of nomination, pitch, decide and assign owner.
  4. Test with minimum viable test and ensure success metrics are defined and measured.
  5. Analyse with statistically significant sample size and keep objective top of mind.
  1. Aim for better experiments focussing on quality of experiments
  2. Reduce the time to ship experiments to make the process faster
  3. Front load the planning to decide which experiments to plan and ultimately ship.
  4. Aim for a robust teams with multiple skills and experience in multiple areas. Spend time and resources on training the team.
  5. Get the tools in order.
  6. Don’t panic if more time is taken in robust analysis but engage in one after the basic analysis is completed.
  7. Push for experimentation for other functions too, so that buy-ins can be easier.
  8. Your growth team might start from generalists and then levitate towards the area you are focussing on depending on the product.
  9. Growth teams sit in between the marketing and product teams.
  10. Set clear goals and objectives for product and marketing teams as growth is all about experimentation faster and finding the true north star metric.




Startup Growth | Business Development and Sales | Creative thinker

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Startup Growth | Business Development and Sales | Creative thinker

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