Email Marketing Summit Australia Virtual Event
EMSA Virtual Event
19th November Save Your Seat
Recently we held the EMSA Mini-Series in Brisbane. It was a new take on our time-held and well-loved full-day Email Marketing Summit. If you weren’t lucky enough to secure a seat or you want a recap of our learnings keep reading!
The ample experience that Matt Hollis has had certainly put him in good stead to advise us on tech stacks. In fact, Matt says that if you want to see how other people do their tech stacks, to get into acquisitions because you get to see everything. And he was in acquisitions for seven years, so he should know.
Matt’s key takeaway was to integrate and collaborate. All systems need to be working together, just like departments. He compared a business to a car. “The engine produces the power but without the gearbox, the drive chain and the wheels you don’t go anywhere.” Marketing is the engine, dragging the leads into the business but marketing are not going to get their ROI without the rest of the business to support them.
Here are some things Matt suggests you keep in mind when considering tech stacks.
So how do you go about finding the right tech stack?
Matt suggests you always start with a requirement document. This is like your tech stack brief and can act as the scorecard for the system. When creating your requirement document stay focused on what you need now and up to 2 years in the future. And make sure it works with your current operations and the tools you may need in the future.
To find out what tech stacks are available, network or do some internet research. Matt is a big fan of the g2stack website.
Many thanks to Matt for sharing his extensive experience with us.
Paul Cochrane, our second speaker, used this quote from Avinash Kaushik to emphasise that while most companies have data galore, they don’t always have the context required to get the most important information from the data.
He certainly has the experience to know what information we should be getting from our data. He’s the Merchant Success Manager at Shopify Plus and before that was a successful e-commerce merchant.
Paul’s key point was to find out what the North Star metric of your company is and how your lower-level metrics contribute to that. Your North Star, or guiding metric might be revenue, registrations, even engagement related. A common revenue related metric is LTV:CAC.
LTV is the Lifetime Value of a customer and can be worked out by total sales divided by the number of customers in a set timeframe. CAC is Customer Acquisition Cost and can be calculated by marketing spend divided by the number of new customers in a set timeframe. CLV:CAC tells you how healthy your business is and most venture capitalists recommend an LTV:CAC of 3:1.
Here are Paul’s tips for painting a picture of the business impact your marketing is having.
Thank you, Paul, for your insight into ROI.
Our last speaker, Luke Harrison, spoke about how we can supercharge our ROI with smarter email campaigns. Luke has an extensive background in email marketing and is now the Marketing Automation Specialist at Sunsuper, where he focuses on leading marketing automation and digital marketing initiatives. To achieve smarter email campaigns Luke suggests we concentrate on our most precious, and possibly finite, resources – time.
There is no instant formula to super-boost your ROI, says Luke, so we need to be spending our time on the most valuable emails that you send. How do we know what are our most valuable emails? The good news, according to Luke, is that anyone can work this out with a little time and effort, and here’s how.
Thanks to Luke for enlightening us all.
Phew! That was a lot but there was so much knowledge shared on the day. If you’d like to learn more watch the recording from the morning.
We’ve uploaded an album with snaps from the day, so check it out and make sure you tag yourself in the photos.
Thanks again to the amazing speakers who shared their experience, the people that came along and those who completed the feedback survey. We’ll be using this to make the next event even better. If you’d like to keep in touch to find out about our next EMSA event, join the mailing list.
Content Marketing Specialist at Vision6
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