Hawke Webinar – Snow Monkey Case Study: Email, Paid Ads & Justuno

We talk to Director of Media Buying Jeeyan and Email Copywriter Expert Jesse from Hawke Media about how they utilized Justuno in their email and paid advertising to drive and convert sales for ice cream alternative Snow Monkey.

Video Transcript

Jenna: I will go ahead and take a few minutes and let people join in. Yep. It looks like we’ve got people joining in. Very good. Hi, everyone. My name is Jenna Ochoa. I am in charge of tech partner marketing and webinar production here at Justuno. Thanks for joining us. I am joining today from the lovely Grand Rapids, Michigan. So I’d love to know where everyone who is on the webinar is joining us from today. We’ll get to our co-hosts in a minute and learn where they’re joining us from. But if you guys want to go ahead and share up in the chat where you are in the world. NYC. Cincinnati, Ohio. Very cool. And then also, guys, feel free to drop a link to your site or your store so we can see what kind of products you sell, what kind of business you guys got going. Seattle, Washington. Ooh. I’m jealous that you live there. San Antonio. Good. Some fellow Texans. That’s awesome. Cool. Keep it coming guys. And someone has dropped a link to their site that is called holycrap.com [laughter]. I don’t know if that’s true or not but we’ll check it out here in a moment. That’s pretty funny. All right. Guys, before we get started, I want to run through a couple of admin things. So runtime, our goal is for around 30 to 45 minutes. We might run over that a little bit, but this is being recorded so we will send it out. Use the chat to ask us questions during the presentation. So you can always type in your question in the chat, or you can submit it via the Q&A feature, and we will take some time toward the end to answer those questions. This will be recorded. I already said that. If you’re noticing any technical difficulties, just let me know and we will try and correct that as soon as possible.

Jenna: So let me tell you a little bit about Justuno for those of you who don’t know what Justuno is. Or you might know us as, probably, a really awesome pop-up tool. We are that, and we have super robust targeting roles that makes us really great. But what you may not know is that we actually can serve almost every step of your funnel. And I know the hot guys are going to get into that today. But we’d like for you to kind of see us more as an optimization suite of tools for you to use at every stage, not only just the lead acquisition or the pop-up stage. We also integrate with over 95 ESPs and CRMs, so we’re platform agnostic. It doesn’t matter what e-commerce platform you use, and we integrate with almost any email service provider. So for those of you that use us, you probably already know that, but for those of you who are newbies, that’s a little bit about us.

Jenna: Now, Hawke, and I’ll let Jesse and Jee tell us a little bit more, but they are one of our agency partners here at Justuno. And the cool thing that I really like about Hawke is that they have month-to-month contracts. So I always hear complaints about marketing agencies like, “Man, they’re making us sign up for super long contract. We don’t want to commit because we don’t know.” So I think it’s really great that you guys approach it from that model. And yeah, I guess, you guys can tell us a little bit more about that. Oh. Looks like we lost video on Jesse, but [laughter] we can go ahead and meet the guys from Hawke. So joining us today are Jeeyan, who I have been told I can just call Jee. So for the presentation, I will call you Jee and Jesse. So hey, guys. Thanks for joining. Why don’t you go ahead and let us know what you guys do at Hawke and a little bit about the company.

Jesse: Sure.

Jeeyan: Yeah. Sure. So Hawke, kind of like Jenna mentioned, we’re a month-to-month digital marketing consultancy, and we offer an a la carte menu of services. So the way I like to look at it is almost like a Walmart of sorts, right? It’s like, you need SEO? We’ve got that in aisle 14. You need email? That’s right by the checkout line under media buying department. If you need reseller marketing, affiliate, paid search, paid social, creative assets for your digital media campaigns, we can whip that up. Jesse’s department, they do a lot of trigger-based email marketing and, also, looking into SMS and chatbots and some more of that kind of retention marketing that involves a lot of automation sequencing. So, I think, one of the thing that’s really cool about our business model is that we kind of work with clients across a variety of industries and verticals and of all business sizes. We’ve worked with enterprise-level clients in the past such as Proactiv, TRX, Verizon, Red Bull. But we work with a lot of small-, medium-sized businesses who have a dream, who have a vision or a great product, but just need to leverage our guidance, resources, connections, and then, ultimately, the execution and thought leadership to kind of grow and help them kind of get to that next level so that we can kind of put them on the map and make them more of a nationally recognized sort of brand. So that’s, I think, my favorite part of the job is that we get to work with clients, and we really get to provide that roadmap and that strategy to help them achieve success in their ultimate commerce dreams.

Jesse: Yeah. I–

Jenna: Great [laughter]. Ditto [laughter].

Jesse: Yeah. That’s accurate.

Jeeyan: It’s not my first rodeo [laughter].

Jenna: And Jesse, what do you do at Hawke?

Jesse: Kind of like what Jee was saying is I’m more specialized on the email marketing side and, more recently, copywriting. So helping all of our clients that work with us on the email marketing channel, just strengthening their copywriting efforts not just on the actual emails that we send out, but also with Justuno, and in email capture, and pop-ups. Just helping to make sure that the messaging matches, especially with Jee’s department does with media buying, and making sure that the energy between the two, which is kind of what we’re going to be talking about.

Jesse: I think Jesse’s [underselling?] this. He’s a poet [laughter] and [inaudible].

Jenna: Well, his official title is– I have email copywriting expert. So poet, maybe we should change it on that. Cool. Well, I’m super excited for this topic and I know that our audience is as well because we get questions all the time about ads and copywriting. Jesse, I think is a huge pain point for many businesses. Speaking from personal experience here, too. So I’m I’m excited to learn along with you. The presentation looks super thorough. So I think let’s go ahead and get started. Before we get into the paid media, though, Jee, can one of you take a moment and talk to us about Snow Monkey? So today we’re presenting about a mutual client that Justuno and Hawke Media have, which is Snow Monkey. So can you tell us what they are, what do they do, and why did they come to Hawke?

Jesse: Yeah. Definitely. So I’ve been working with the Snow Monkey team, now, for about a year. They actually signed exactly a year from, I think, last week. And it’s a vegan ice cream that was really focused on just getting into as many grocery stores across the country. And they came to us with the goal of really expanding, first, their grocery store presence. But now, it kind of shifted towards the end of last year, to building their online presence. And that’s not just their email list, but also their retargeting goals on Facebook and Instagram, and just building out the whole tribe [laughter]. But yeah, it’s started by these two awesome girls out of Boston University, I believe, four years ago, and they’ve just been crushing it ever since. And we just helped augment what they’ve already got going because their product is really good. The vegan ice cream actually tastes good, which I was a little bit [laughter] skeptical about. I’m not going to lie. But while I’m trying it, I have become a fan. So, everybody, if you haven’t tried it already, definitely give it a go.

Jenna: Yeah. If you guys want to check out their site while we’re in progress, it’s snow-monkey.com, right, I think the URL is. But the photography looks awesome. It looks delicious, so. I guess it also is lunchtime [laughter]. But great, that sounds really good. I just dropped a message in the chat to see if anyone else had a brick and mortar so share up if you do. Let us know because this can be super applicable to you. Even if you don’t, we’re going to go over some tactics that are applicable across online businesses only. So with that, Jee, I will let you get started with the paid media. I’m going to go ahead and turn our video off so everybody can focus on the presentation. And let me know if you guys can still see my screen, yeah?

Jeeyan: [Perfect?]. I think we’re good. So Jenna mentioned, obviously, on the [inaudible] paid media over at Hawke. So kind of our objective for Snow Monkey– well, I guess, just to kind of rewind it a little bit. Kind of like I mentioned in the beginning, being a performance-focused and DR sort of ad agency, we don’t really do as much cold email outreach. We found that it hasn’t been super effective in driving desired outcomes for the businesses that we service. A lot of what we do is trigger-based. So paid media was actually a big part of the success equation when it came to Snow Monkey, just because we knew that a lot of what we had to do to kind of drive towards our objective and achieve our goals was to really get qualified traffic to Snow Monkey’s site. And paid media is a great way to acquire new users and with Facebook and Instagram, in particular, it’s such a great discovery platform. The first thing is it’s very visual. With, let’s say, Google’s Display Network, you do have the capability to recreate advertisements and create a very visual and cool aesthetic to kind of drive discovery, or to kind of get users to visit your site, to revisit. But a lot of times, when you’re scrolling down your news feed on Facebook and Instagram, a really captivating picture can kind of generate that interest, and can kind of create desire. And you know you can do really full-funnel campaigns on paid media platforms and social media platforms, but we really just thought Facebook and Instagram, with the resources that we had and the objectives we had, was just the best way to drive discovery.

Jeeyan: The other part of it is that with Facebook and Instagram, because it is a very [interactive?] and top-of-funnel form of marketing, you do have a lot of control over who you’re targeting in terms of audience and demographics, but then, also, devices. With search-based marketing, whether it’s AdWords, whether it’s Quora– those are our full-funnel solutions. But not everyone is looking for vegan ice cream, right, or vegan ice cream brick and mortar, for example. And so we thought that to generate awareness for this brand and, ultimately, drive conversion, we thought paid social and email would be just the best vehicle there. Could we go to the next slide, here, Jenna? Thank you.

Jeeyan: To kind of rewind a little bit in terms of how paid media and email work together– kind of like I mentioned, because we don’t do cold email, a lot of what we rely on for top-of-funnel in this campaign is, really, just discovery and prospecting through Facebook and Instagram to drive awareness. From the email side of things, we don’t really do as much top-of-funnel there, but a lot of the metrics we’re looking at there is engagement, and ad posts, video views. You use different proxies that signify intent. So a lot of this is cost per click and click-through rate, as well. And just looking at metrics of the most engaged cohorts and audiences to kind of validate that we’re reaching the right users as we kind of go through the mid-funnel. The second part of that is, really, creating stronger desire. So for us, it’s driving new traffic to the site, to engage with products, and learn more from the email side of things. That’s just pop-up.

Jeeyan: For us, one of the things that we really do consider an indicator of LTV and brand loyalty is when someone does, actually, submit their email for something, whether it’s promotional or whether it’s for a newsletter or content. I guess, the reason why is because– as Jesse will tell you, I’m a very big sneaker head. I have a lot of [inaudible] [laughter]. I love Air Jordan and Nike. But I’ve always been subscribed to their newsletter. I always want to hear about new collaborations they’re doing, new product launches, new seasonal product, bundles, discounts, etc. And it’s because I am a lifetime customer, right, is that sometimes I visit the site 10, 20 times in a month and I don’t buy anything. And then 3 to 4 months later, I get a really cool email that’s really informative that talks about a new promotion they’re having. I go back and convert. That’s brand loyalty. That’s lifetime value just being extended and extended. On the other hand, three weeks ago, I was buying a shovel, and I did go to a lot of different websites. I did my fair share of discovery and a product comparison, competitors’ analysis. But I never signed up for any of those emails, right, because I’m not really brand loyal. That’s just a one-off purchase of something that I need for utility, right? So for us, we really do look at that as a really, really good indicator of brand loyalty. So getting good cost per lead and getting a good lead conversion rate is something that we’ve really, really looked at to kind of assess the efficacy of some of our target audiences.

Jeeyan: And then, finally, at the bottom of the funnel, a lot of what we’re looking at is outcomes, right? So for paid media, we’re remarketing the site visitors and users who have signed up for that email pop-up or newsletter. And the email side of this, we continue to [nurt?] sell, upsell, target, track, invest, and drive continued learnings from there. Next slide, please. Thank you. Big round of applause for Jenna [inaudible] [laughter].

Jenna: I’m trying to hang with it.

Jeeyan: Thank you. Thank you. But here we go. This is just a visual sort of– a visualization of the funnel. So here’s the different tools that we can use at each portion of the funnel. Like I mentioned, you’ll see a lot of social media, a lot of paid media on that front for both AdWords, Facebook, Instagram, etc. A lot of those are full-funnel solutions. And then kind of once you go down– and we’re not seeing Justuno there, which is my bad [laughter]. But you can see a lot of the different ESPs that are available kind of at the bottom of the funnel or the mid-funnel to help nurture those leads and drive outcomes for business. So can we [inaudible]?

Jenna: Yeah. Yes, we can. I wanted to chime in really quick with a question we had. Rodney asks, “Can you give some examples of what you use to increase desire and interest in the middle of the funnel?” So I don’t know if you want to touch on that quickly right now, or if you’d like to save that for later, Jee. But if you want to save it for later, we can address that at the end.

Jeeyan: There’s a lot of different strategies you can use to drive desire. One of the things that you can do is– when people are in that kind of consideration phase, a lot of what they’re doing is they’re looking at competitor products. So one of the things that we found is things that are really informative, such as infographics that do comparisons on pricing benefits, value propositions, can be very helpful. I’ve always found that for mid-funnel and bottom-funnel, a lot of times, client testimonials or reviews can be a great form of content that just provides that social proof and third-party validation. Other times, it could just be testing different call to actions and really finding what works, right, is creating desire by creating a sense of urgency. Maybe it’s a time-sensitive promotion or a limited sort of bundle offer. Free shipping can be another one. A lot of times, clients can be, especially in the e-commerce realm, kind of promo-versed, and they really want to sell something at full price, and then I want to absorb the cost of shipping or just kind of make those margins a little more thin. So that’s one of the things that I would do, is that I would point out to more benefits and unique selling propositions or value props. I would look at a product competitors’ analysis through Instagram, and through messaging, and through different sort of visual components and ad formats. And again, I think social proof is always good. Just the other day, I was thinking about getting a new shoe brand, and then, immediately [laughter], my esteemed associate and trusted friend was like, “Yeah. That’s kind of ugly,” and I was like, “Okay.” And [inaudible], “[inaudible] the other hand, this is a product and this is a brand that I really endorse, that you probably haven’t heard of. You should check it out. And $100 later, USPS is on the way [laughter]. [inaudible].

Jenna: It was that easy, huh [laughter]?

Jeeyan: Right? To Jeeyan’s point, also, you’ll see in some of the ads that are coming up and in the future slides that the social proofing aspect’s a big part of what we did with the advertising because we got a lot of great comments, likes, shares, all that type of engagement that you see on Facebook. And that just adds a lot more credibility when you have such a top-of-funnel type of advertising platform, which Facebook and Instagram is predominantly into seeing all that social proof, especially with a newer brand. That does help a lot with the trust and making sure that people feel comfortable with it.

Jenna: Yeah, and I will add on that point. I don’t want to spend too much longer on this slide, but like Jeeyan was saying, you can test different types of offers. So right there, in the middle of the funnel, Rodney, what I would suggest, if you are a Justuno user, you can also A/B test different offers, so to try to decide what converts better and then run those offers later. So we can talk a little bit more later about A/B testing if you have specific questions about that, but I would suggest doing that. We always, always suggest A/B testing for your own audience because you can’t really judge 100% off of your competitor, for example. So just make sure and do those tests on your own audience. Okay. Jeeyan, back to you.

Jeeyan: Cool. So let’s get back out of this macroscopic view and let’s talk a little about Snow Monkey. So our first step in really understanding how we can get the best possible lead and how we can really synergize our efforts with emails is to develop personas. So a lot of what we did is conduct audience research through Facebook’s Audience Insights tool. A lot of it’s looking to analytics and looking at different sort of indicators or proxies that kind of help us develop a persona. So, for example, if we see a lot of Chrome, Safari users or a lot of iOS users, for me, a lot of what that can indicate is kind of, in some cases, a premium user. That’s something we can experiment with and test within audiences. iPhones, if you’re not familiar, are a $600 upgrade, whereas many other sort of phone providers give you a free upgrade, even for a smartphone. So a lot of times, proxies, indicators, little things that we can look at to kind of drive some of our experimentation and audience development. On top of that, we plug into a variety of third-party external tools that give us insights into what publisher sites they visit, which can help with our audience targeting, and also their location and other targeting elements such as that.

Jeeyan: And then the kind of second step is to kind of take each persona, right now, that we have listed, and craft unique and personalized messages for each of these audiences, and provide imagery that’s relevant. A good example of this that’s, maybe, not related to Snow Monkey is that if I have a product that can work really well for anyone who’s 25 to 65. If I’m targeting an audience of 25 to 35 years old, there may be emojis, there may be content structures, there may be language, and models, and the imagery are more catered to that sort of demographic in that age than someone who’s 55, right? Sometimes, I look at advertisements for products that I could use and brands that I would be attracted to, but the advertisement has, maybe, a 65-year-old woman in it, and there’s just a bit of a message mismatch. There’s not as much alignment there. So that’s kind of step one there, right, is– in terms of experimentation, you really want to break out different cohorts, different audience segments, and come up with messages and imagery that’s very relevant. And then also conduct really, really– I want to say craftful and measurable tasks, right, is that you don’t want to have six different ad formats with different messaging and images under each. You want to have some sort of control testing methodology. So maybe this is two videos, two GIFs, and, maybe, two carousel or static ad formats under each ad set with an A/B variant for each with a message and image that’s kind of suitable for each of these audiences.

Jenna: Yeah. That’s a good point there, Jeeyan, because I feel like people who may be doing their own marketing or have limited marketing resources get easily overwhelmed with the Facebook interface because the ad interface is incredibly deep. So, a lot of times, when looking at setting up a couple of tests are like, “Okay. I don’t know how many to do.” So for somebody who just wants to set their first audience up, that needs to be a little bit more targeted than what they currently have going. Would you suggest setting up just two different pieces of text, or two different images, or both? What’s the easiest way to get started, do you think?

Jeeyan: I think the easiest way is to just come up with something simple. Kind of like you mentioned, is that you want to simplify things as much as possible. For me, I’ve always said media buying is a lot like the scientific theory, right? You just make an observation, you form a hypothesis, design a test, gather the data, and then form a conclusion. And that’s kind of difficult to do when you have six different variables. I’ve always liked to say that it’s easier to solve for X than X, Y, Z, A, B, and C. So I’d say the most simple way to do it is, maybe, start with two different images and two different ad copy variant, right, so that way you have a total of four ad placements. And along [inaudible] line, as you’re collecting data within a target audience, you’ll look at your three KPMs of importance that matter most to your business and your objectives and outcomes. And there will be a pretty clear winner, whether that’s in conversion rate, click-through rate, cost per click, or just cost per lead, or email capture, or whatever it is, really.

Jeeyan: But start simple, for sure. Start simple because you don’t want to have 10 variables that you’re trying to solve for because, as you’re analyzing the data, it’s going to be so difficult to form a conclusion, right? Call to action, was this message or was this image? Well, what are we comparing that against when everything’s so different?

Jenna: Right. And you don’t really know where to pinpoint it. Brian says there should be a warning, “Do not try this at home.” I agree, Brian [laughter]. And Philip says, “We tried geo-fencing ads, but didn’t know what we were doing.” So that’s probably good advice for you, Philip, is just to start simple. And today we’re going to talk about some geo-fencing stuff so you’ll be able to learn and, hopefully, do it better next time.

Jeeyan: Cool. So we’ll get into specific measurements. In terms of our objectives for the campaign, it’s fairly simple, right? At a high qualitative level, right, we want to serve the right ad to the right user at the right time, right? So this kind of ties back into our initial slide where I was saying, really, our initial goal is to develop the right personas and the right target audiences, and make sure that we have messaging and visual aesthetics that are very appealing to them, right? The outcome of all of this, right, is to drive brand awareness. So a lot of the indicators that we look at, there, are cost-per-video views, ad recall lift, engagement on ads, likes, shares, comments, etc., and average watch time, as well. Sorry about that. The longer someone engages with your video, typically, they’re more interested in [inaudible], but that’s not always the case. Traffic, so we look at that in terms of cost per click and click-through rate. Oh. Thanks [laughter]. Email capture, so for that, that’s email conversion rate on the actual pop-up and then, also, the cost per email capture. And then, ultimately, conversion, so sales, stores visits, right? At the end of the day, as much as we did get that synergy from Justuno– if you did get incredible results in terms of cost per lead and email list growth– the ultimate objective of all these campaigns is commerce, right, is that we do want to drive sales and customer loyalty. And kind of like I mentioned in the beginning, email subscription for a lot of our e-commerce clients who have blogs, who have products that aren’t necessarily a one-off purchase, right? For us, subscribing to an email or submitting an email at a pop-up is a really, really strong indicator of not just interest, but lifetime value and brand loyalty.

Jenna: Absolutely. And I wanted to echo that earlier, too, but people are still today– I mean, lots of people say, “Email’s dead and blah, blah, blah.” But at Justuno, we completely do not believe that. And people are still really, really protective of their email addresses and going through this whole GDPR change at Justuno has been a true showcase of that too, because we’ve had a lot of people say, “Hey. What are you doing with my my email address and stuff like this?” So email is very valuable, and if somebody gives it to you, you should take that as a strong sign of interest.

Jesse: Definitely.

Jeeyan: Definitely. So I think everyone, here, is– just kind of on the slide. And so just kind of to go through our three types of core metrics that we use to kind of assess the success of our campaigns. You can kind of see them all there. In terms of traffic, so the cost per click and the click-through rate metrics I mentioned earlier. Through a variety of testing and learning, we were able to optimize this campaign at $1.29 cost per click, and over 2% click-through rate, which we thought was really, really incredible for this sort of product and category. What I think is the most impressive about this campaign is that, literally, the cost per lead was $2.60 over the lifetime of this campaign, meaning, at times, was below that, sometimes closer to $1. So to capture an email address at $2.60, really just kind of validates that we were reaching the user at the right time with the right message, a call to action that– obviously, Jesse created a wonderful pop-up and wonderful, engaging content on the email side of things or on the pop-up itself.

Jeeyan: I think another thing that’s kind of a hidden sort of metric that we probably don’t communicate as much, but is really important, is – aside from just ad relevant scores and aside from just looking at time on site – cost per email conversion, conversion rate, and click-through rates. We actually did get a lot of organic sort of post-engagement on our ads. So we generated 1,000-plus likes, 300-plus comments, and 350-plus shares, which is always good. You always want to have some sort of engaging viral element to your ads because– for me, I love when Facebook– I get a Facebook notification, a friend tags me in a funny video or a product that’s suitable for me– just because, for your brand, that’s really free advertising. You’re not paying for someone else to do that, like it’s an influencer. This is an organic influencer who’s reaching out to a good friend who trusts them. It’s kind of that social proof, that third-party validation that we talked about earlier, but at no cost. And I think kind of the big sort of final metric, here, is that throughout the lifetime of the campaign, we captured 800-plus new email addresses through Facebook ads.

Jeeyan: The final important piece of this and, I guess, the most common and, probably, effective way to kind of leverage your email list for paid media is really creating matched audiences or lookalike audiences from the email lists. One of the things that we saw from both a click-through and engagement and also a conversion standpoint from email and sales, is that our top performing audiences were all audiences that we took from Jesse’s email campaigns, that he took from his pop-ups for people who subscribed, and put them back into Facebook to match that source list with users who have the same characteristics and behaviors on Facebook. So, obviously, it’s not just that we captured the emails, we drove sales, but that we’re kind of creating that infrastructure. We’re kind of building these scalable processes and campaigns that are going to drive future growth, as well. So that was really nice to see.

Jenna: Yeah. And that piece is going to be super powerful. So we’re going to transition and talk about the email piece. But I love talking about how you built these audiences to then create lookalike audiences off of them. Before we move to Jesse, we have a question from Katrina. She says, “So with this particular post–” I’m guessing she’s referring to the one on the screen now. “Did you start it as an organic post and created it into an ad once you had that organic engagement?”

Jeeyan: No. So I think a lot of what our strategy is– when we’re at Hawke, a lot of things we do to try and generate social proof and understand the efficacy of an ad or an audience is actually launch something for post engagement, like a campaign with that objective. One of the things that you can do is that– if you see that you have really good engagement on an ad and a lot of positive engagement, a lot of likes, comments, and shares, you can actually take that ad ID, and you can paste it into an ad set or a campaign that is optimized for conversions, whether that’s add-to-cart purchases or email subscriptions. And that way, you’re actually keeping that social proof.

Jesse: Major key.

Jeeyan: Yeah. So that’s a common strategy we use when we don’t have, necessarily, historical data. If we want to kind of just test the waters and see if an ad is very tasteful for reaching sort of the right macro-level audience. And so it started as a paid one.

Jenna: Got it. Katrina, I hope that answers your question. Let us know if it did. Cool. Okay. Jesse, let’s transition into the email section of this presentation. And I’m super excited to talk about this because this is, obviously, sort of where Justuno comes in, as well. So let’s talk about how you guys grew their list.

Jesse: Yeah. Definitely. So yeah, like I was saying, they came to us, tail end of August last year, had about 739 people on their list. And you can see there’s just not too much growth the first few months because that’s when we were really focused, especially on the paid side, of driving people in stores to some of the new locations that they had. And then, beginning of December is when we really started to switch that objective and focus on growing the list. So you can see from December on, we went ahead and we 4X-ed it from December on. But from September, from when we first engaged, we 5X-ed their entire list. And at 4,200 emails collected – That’s a recent screenshot from Justuno – all the way up until the end of June this year, so yeah.

Jenna: That’s awesome.

Jesse: We’ve done a lot of really great work. And, I mean, it was definitely not easy to begin with [laughter]. We didn’t have much to really work with. A lot of the people that was on this list– and to Jeeyan’s point, with the lookalike audiences, they hadn’t really purchased Snow Monkey. So it wasn’t the highest quality type of lookalike, which was people who had subscribed. And they weren’t really sending too many emails so they weren’t really highly engaged. So that’s why I was a little bit slower to begin with. But it did help that, going into December, we had new assets for the creative side of emails and our paid advertising. And then we also expanded who we’re talking to on the paid advertising side, come December. So that helped widen the net. We were able to hone messaging, which we’ll see in the next couple of slides with the pop-ups.

Jenna: Yeah. You can clearly see where you guys started to hit home with some targeted audiences. We have a question, here, from Chris. He says, “Were those emails collected all gathered by double opt-in?”

Jesse: Great question. Yeah. We don’t, actually, do double opt-in. We just didn’t feel like it was really necessary. I think, sometimes, it’s– people have different opinions about double opt-in, sometimes, because they’re double opting in, they’ve got more of a buy-in to continue reading the message because they’ve clicked twice, essentially, to hear from you. And when we first started working with Snow Monkey, they were using MailChimp as their email platform, and we’ve since moved them to Klaviyo, as their list has grown, and we wanted to do more advanced segmentation and integrations with Facebook. So we’ve considered it, but, as you can see right here, having the zip code information was enough for us to determine that they were qualified and that they wanted to hear from us. So depending on what your form fields are, you can kind of use that as a proxy, as well, to gauge whether or not people want to hear from you.

Jenna: Yeah. That’s a really good tip. I hadn’t considered that before. So yeah, let’s talk about this piece, using an UnoBar with a zip code. I love this. This is one of the features that we get super excited to talk about.

Jesse: Yeah. Definitely. And this is one of the very first pop-ups that we created. And we didn’t really want to have a very disruptive type of pop-up so that’s why we went with UnoBar. And when we first started, we just had the email address and then it’s like, “Hey. Can Snow Monkey deliver to you? Find out,” and we just had the email address. But when we added in the zip code, we wanted to use that because as Snow Monkey has expanded to more stores, on the email side, we wanted to retarget these people. And since moving them to Klaviyo, we can segment them out and talk to them again on Facebook, as well, with a retargeting campaign. So we’ll have some examples of emails like that down the line. But yeah, this is really, really cool to see how, over the span of– I believe, this is about three to four months that we ran this UnoBar. We were able to capture 545 opt-ins. And it’s definitely good to have a lower opt-in rate from what we’ve seen just across all of our clients, that UnoBar– but it’s less disruptive and I think people can appreciate that. So we were satisfied with these results, for sure.

Jenna: Yeah. And for those of you guys who, in the chat, said you do have some physical brick and mortar locations – we actually had quite a few – running something like this would greatly benefit you. And we’re going to look at that, here, in a little bit, looking at the emails, and exactly how you set that up. But, basically, this is helping you segment your list to further target those physical stores. So even if you just have one, if you have multiple, if you’re planning on launching a new one, this is a really great strategy to just boost your promotion and make it much more personalized. Cool. So let’s look at this mobile pop-up. I was really surprised by these stats because it seems like the one with more fields converted better and, I think, Jesse’s going to talk to us about why that is.

Jesse: Yeah. Definitely. So on the left hand side, this was the very first mobile UnoBar that we ran. So this was at the end of November, beginning of December of last year. And a couple of things I wanted to note is, first and foremost, we did a mobile UnoBar, as opposed to a full screen takeover on mobile, partially because of Google’s– they kind of penalize you in terms of SEO and ranking if you have a full screen pop-up on the very first page, and we wanted to try and capture as many people that were coming, especially from mobile. I think 80% of our traffic is coming from mobile, just generally. And so with the mobile UnoBar, we can actually have that slide in within 5 to 10 seconds, which is what we had this timer based off of, and we can do that on the first page. It’s not as invasive and you can see like, “Well, hello there. Join the kingdom and get 15 percent off.” Very welcoming and it’s not too overbearing.

Jesse: And we had played around with different wording on the left-hand side, and that’s how we kind of [integrated?] to the right-hand side where the copy changed a bit. But yeah, to your point, Jenna, I think it was really interesting. If you look at it from an email capture– with the opt-in rate– is from the left- to the right-hand side. We definitely saw a significant improvement, even though less opt-ins with our new pop-up, the one that we’re running right now, which has an extra form field. But this was at the point where we had run the one on the left for about four months, give or take, maybe five months, and then we switched to the zip code field once that became a priority for us. And we had already refined our messaging, especially on the Facebook side of things and in Instagram. We just were able to test really quickly on those platforms and adjust our messaging and have that reflected on these pop ups, here. So that’s why our opt-in rate was much, much higher on the right-hand side, even though we had an extra form field for people to fill out. And that was kind of counterintuitive for us, too, because you think a zip code is kind of personal information. But people understood, just from the headline, “Do you want it delivered to your door?” It’s like, “Actually, Yeah. Maybe I do [laughter]. Maybe I don’t want to get out [laughter]– I want to stay in my pajamas and just have this ice cream delivered [laughter].”

Jenna: That’s why they call you the poet because you realize that those two things sync. Because you’re right, it is kind of counterintuitive. And I think that also underlines the point in A/B testing your own audience too. So everybody thinks, “Ah. The more fields, the less chance of people converting.” Well, run a test. I mean, this is a great example. We do have a couple questions about this, Jesse, and one I’m going to save for the end at Q&A. But Keaton says, “How many seconds into a visit do they display the pop-up on this particular one?”

Jesse: Yeah. So it’s within five seconds. And we had tested a little bit longer and we noticed a drop off in opt-ins when we did it past 10. You want to definitely take a look at your Google Analytics and what your time on site is. And, actually, what I want to start testing is actually even a little bit longer. Even though the 10 seconds we saw a drop off, I definitely want to try a 30 second one and just see how that works because, since, we’ve built up our audience in our messaging on Facebook, and we’ve got a pretty good top-of-funnel rolling right now. I don’t think we, necessarily, need to hammer the pop-up right away. So that’s something that we definitely are looking into testing down the road. But these ones are five-second timers.

Jenna: Got it. And let’s see, who asked that question? Keaton. Keaton, I just dropped a support article from Justuno about mobile recommendations for Google. But, basically, just an easy takeaway is that if you do want to show something on mobile on the first page load, we recommend that that pop-up be less than 30% of the screen. So a lot of people even go with the tab option, which, Jesse, I don’t know if you guys have experimented with that with Snow Monkey, but that could also be an option, is inside of the Justuno interface, you have an option to show a little tab that says– you can customize the text but, basically, you could say, “Get off,” or whatever, and when they click that tab, then you can even show a full screen pop-up because Google sees that as user intent when they click that tab. So you’re not going to get penalized, then, for showing them a full-size offer. So, Keaton, that could be an option if you are running a mobile promo. For you to consider.

Jenna: The second question on this was from Rodney. He says, “Does having the zip code along with the email increase the conversion rate of the buyer? In other words, do you think it makes them a higher converting buyer?” Rodney, I think we just touched on this. It’s kind of up to your audience and also your messaging and your product, right? So for this use case, it seems to make sense because, as Jesse said, the messaging basically conveys to you, “Hey. You can sit in your PJs and get ice cream delivered straight to you.” So if you have a scenario where this kind of makes sense for you, then I would suggest testing it. But, Jesse, I don’t know if you have anything else to add. I think you already did a pretty good job of answering that.

Jesse: Yeah. Yeah. That’s essentially what I would say. But also a big thing with Snow Monkey is they’re not as focused with online sales as most traditional e-commerce are because they have such a big play in stores. So even though people weren’t converting online, that wasn’t the biggest objective overall. It was, really, to get these qualified leads, as we determined, with the zip code information so that we could then send them messaging when they launched into new stores, so. And that’s going to be, I think, in the next couple slides, but yeah. This slide. This is one of our favorite pop-ups that we’ve designed. It’s a more recent pop-up. So this is on desktop, right here, and our designer, here at Hawke, shout-out to Lee [laughter]. He is a whiz with Photoshop and Illustrator, and, basically, took the Snow Monkey logo and turned him into this cool character, just brought him to life. And we’ve actually started to feature him in a lot more emails. We have him featured in our footer, in the emails holding the Snow Monkey ice cream cones, and we use him in a bunch of different, various ways. So it’s kind of a fun way to bring it to life. And I think the results kind of speak for themselves with this, as well, where it keeps along with this jungle vibe, this tribe vibe that we’ve got with the green and our opt-in to impression ratios crushing it with this one as well.

Jenna: Yeah. this is great. We’re getting some comments. Dami or Dami says, “This is a great pop-up.” Brain says, “I love the Snow Monkey character.” I, too, love it. I was curious, Jesse, if you could just talk to us a little bit? So we had a comment earlier, from Brian, I believe it was, that says, “Hey. Does Snow monkey use Justuno professional services because, here at Justuno, we do offer that.” But it seems like– and I responded, “No,” that, “Hawke manages their Justuno account.” So what can you tell us? You don’t have to go into great detail but he creates the design in Photoshop and then did you also suggest that he added the submit button afterword, right?

Jesse: Yeah. So we’ll kind of get the layout of where we want the form fields and the submit button to be in the designs, and then we’ll just hide those– we’ll hide those in Photoshop once I export the image and import it into Justuno. Typically, you have to shrink the file size. That’s just something to pay attention to because there’s a file size limit when you’re importing images, especially as backgrounds on images [inaudible] pop up. And you also want to keep in mind the site speed and how that’s going to affect it. So the smaller the image size, definitely the better. There’s free things online that you can find to shrink the file size. But that’s basically it. And then we just overlaid the email here, zip code here, the summit button. And then the, “No thanks,” you can see in the bottom. That’s kind of something for you to click, basically, “No thanks. I’d like to pay full price.” Something that’s kind of cheeky, which matches the brand voice. And yeah. So we did that after the fact, after we imported that.

Jenna: Cool. Yeah. So those are really good tips. I mean, we get asked all the time about that, and the main tip I can tell you there, if you are doing stuff in Photoshop or designs on your own, super important for you to build the submit button inside of Justuno, and don’t try to design that because those two things often won’t match up. And, to Jesse’s point, this opt-out text, it’s really popular these days, but it is actually pretty effective. So I do like this one too, “No, thanks. I like to pay full price.” That has that little kick of guilt in there. But we always try and suggest for people to make that a little fun or something, instead of just having a typical close button. And if you do have an offer running, that would also be a super easy A/B test for you to set up. So just have a normal offer with a close button, and then duplicate that offer and then try some opt-out text and see how that performs. Cool. Let’s talk about your email designs.

Jesse: Cool. Yeah. So this is kind of bringing everything full circle here with– we’ve gotten people on the email list and we’ve got these folk– there’s zip code information. So the email on the far left, that’s our store launch email where we’re like, “The monkey has landed. Snow Monkey Superfood Ice Treats are officially in stores near you.” And so the objective with this email – just very, very simply – is to let them know, “Hey. We’re in stores near you. We have a store locator on the site,” which, that’s the step one, right there. That walks them through that. And then, step two, depending on where they’re launching, Snow Monkey has this program that lets them do in-store coupons. So buy one get one free is one of the offers that we’ve run and that just takes them over to the site to then claim that. And that’s a plug-in that we used. And, really, it worked more with MailChimp, so that’s why on the right two, we’ve kind of shifted that a bit. And yeah, so I think that this is where having that information was really helpful because the one in the middle, for example, and one on the far right, those are specific to Texas and the East Coast with Market Basket stores in New England. So, actually, the one of the far right is the first official, “Monkey has landed. Grab all the pints near you,” and really wanted to highlight the New England aspect. That’s why we have that map up there, and the hero image, and it’s very close to home from where they launched, so that’s what we have a little story in there [laughter]. We’ve got a really cute GIF in there of Oprah.

Jenna: Yeah. I loved this of Oprah [laughter].

Jesse: And then yeah. A similar call to action though to just double check. Even though we knew these folks were within a 25-mile radius of the New England stores that they were launching in, we just wanted to make sure that they went ahead and went and used the store locator as well. And I do have some data from the Snow Monkey team that they did see a lift in foot traffic, and they saw more pints being sold at these stores after they were launched. So we did it a couple of weeks after, once they got an initial understanding of how much demand there was for it. And yeah, they usually get a lot more feedback on Instagram, actually. Instagram is where they’re getting a lot of feedback, especially through direct message. People just be sliding those DMs [laughter].

Jenna: I would imagine, too. Do you think that has to do with their target demo, Jesse?

Jesse: I think so. Yeah. So one of their biggest demos is the millennial market. Right behind that is, really moms, who either are health conscious and fitness-oriented for themselves and/or they have kids that have certain food allergies. And because Snow Monkey doesn’t have any nut or dairy or anything like that, it’s just a perfect way to kind of reward kids and let them eat ice cream all day, every day [laughter], and not feel guilty [inaudible].

Jenna: Yeah. That’s huge. I actually noticed that when Jeeyan was showing the screen shots of the audiences created, that one of them was new moms or healthy moms or something like that. So, myself, being a new mom, I’m totally on that train, and we’ll spend whatever money I can [laughter] to buy healthy snacks or be able to indulge in ice cream. So I totally understand that. We did have a couple questions, Jesse, about the tool for the coupon. Can you name that tool? I know you said it worked better with MailChimp.

Jesse: Yeah. So they have a direct feed into MailChimp. We’re still working with them on Klaviyo integration but it’s called Qples. So it’s with a Q-P-L-E-S. Not 100% sure what the costs were or anything like that. I think they’re a friend of one of the founders at Snow Monkey. So yeah, definitely worth taking a look. And with Klaviyo, I’ve actually reached out to them and they have native coupon– they have a native coupon builder in there so we’re just verifying that we can use that to let people print it, and show it in stores, and redeem it in stores. But Qples works for pretty much any store, so.

Jenna: Okay. So Johnny and Dan, I just dropped the link there. And Dami or Dami– sorry if I’m mispronouncing your name. We’ll address your question at the end at Q&A. Okay. So yeah, I wanted to– let me go back to Jesse’s slide, here. So looking at their email examples for the latter two. So this one here in H-E-B, you said that one was targeted toward Texas. And then we have one, here, in New England. Just to kind of step back, guys. This is why it’s so important for you to start collecting personalized information, whatever that might be with geo-targeting. This is the example we’re using right now. Grabbing that zip code is going to enable you to segment your list for each of these emails. So, for example, you might specify a radius that you want for Texas, and if all of those email addresses fit into that radius, hey. Guess what? They’re going to get that email, and they’re going to be excited because they know it’s close to them and it’s totally doable. So that’s the importance of taking into consideration extra steps. So in Justuno, if you haven’t taken that extra step yet, you can always do that in your Advanced Rules section. So you can actually just build a rule and drag over. In this case, we’re talking about zip code. You can also do country. Country is a really popular one with us, for example, with free shipping. So a lot of people don’t want to offer free shipping outside of the US, just because that’s logistically a lot more challenging. So you can always make sure and exclude certain countries or only show offers to, for example, the United States. But here is where you would find that zip code portion. If you guys have questions about that, you can email me after the presentation and I can hook you up with one of our account managers. All right. Let’s talk about UnoBars and timers and strategy on these emails.

Jesse: Yeah. Definitely. So this is a really fun campaign that we ran for the health and wellness holiday known as 420 [laughter]. So Snow Monkey has always been able to offer– we’ve only, really, ever offered a six-pint offer to order online. And so we want to do something special, kind of tongue in cheek for this holiday. And we really started with what we wanted to communicate in the email and just made up a random like, “You’ve got 42 hours to munch on this deal.” They really like the team. It’s so much fun to work with them because the team just likes to come up with random things like that where it’s not necessarily– you don’t see it in typical e-commerce or it’s like, “You have three days,” or whatever, “this weekend.” It’s just random numbers and they like to spoof things like that. So they were able to put together a four-pint offer for 20 bucks. And, typically, they were about 7.50 each point. So this is a really good deal for 4 for 20. And what we did is we sent out the email a couple of days in advance, and when people went to the site, desktop or mobile, they were hit with these UnoBars with the countdown timers. And it was great because we had the coupon code, which it’s also in the email as well, but exact same coupon code right there. So it was very easy for people to copy and paste it over. And you can see from the results, desktop, mobile actually carried more than half of our conversions right there, which are Justuno conversions, just far, far– more than anything, we’ve seen the most conversion, I’d say, from our Justuno efforts once we matched it with our emails, just keeping everything consistent. And yeah, we did a similar thing with National Ice Cream Day, which I kind of hint at right there. But our emails converted very well. This was our best running campaign to date before, just recently, national [inaudible].

Jenna: That’s awesome.

Jesse: Yeah. So this was a lot of fun.

Jenna: Yeah. And I’m really glad that you shared those– well, that you’re that confident in this piece because we, at Justuno, have really been stressing the messaging factor. So the point in you guys spending a lot of time on your email design, your email copy. I mean, that’s Jesse’s entire job. So we know it’s important. But for those of you who are on limited marketing resources, we just want you to be able to take your time even further. So make sure that all that care you’re investing in your email goes further. So here, on this email on the very right, once these people click Order Now, you can see it says, “Snow Munchies” in the email. How great would it be to just reflect that code on-site? And that is something definitely doable in Justuno. And just like Jesse said, just targeting those email visitors. I’ll drop a link in the chat right now for those of you who are interested in how to use the UTM parameters. But that’s an easy way for you to make sure that your user experience is a lot more fluid. And, as Jesse said, he has seen this campaign perform much better after they did that. So that’s really great to hear.

Jenna: I just wanted to talk to you about timers. So some people use timers, some people don’t. We get this question all the time, “Does that make my offer convert better?” The answer is, “It depends [laughter].” So, again, this is one of the cases we really would encourage you guys to do an A/B test. Internally, we ran an A/B test for our own offer inside of Justuno and proved that timers did not work for us. But, again, we’re a different product. Most of you guys probably are in the e-commerce space and things like that. So, definitely, it suggests running a test, but would also encourage you to consider these for the upcoming holiday season, so. Black Friday is upon us. And these are really great for flash sales or any type of limited offer or just to increase urgency. So for those of you that are Justuno users, you can find the timers in the plug-in section in the design canvas. Once you click on the timer and click on that layer, we have a bunch of different design options if you don’t like the typical one. And it looks like the one that Hawke used, here, is like this Flipboard one. I really like that. You can choose what color you want these things to be, and choose to hide the labels, and really customize each one quite a bit. So that’s how you would do that. Sorry, Jessie. Were you going to add something in there?

Jesse: No. I think that’s great.

Jenna: Oh. Okay. I thought I heard somebody trying to say something. Okay. Cool. Well, guys, that wraps it up for today’s presentation. I am super thankful to Hawke. I think the data that you all presented was really great. And it’s the first time we’ve ever done a client case study so thanks for getting Snow Monkey onboard. The takeaways that we want you guys to have is, first, just to test and understand your audiences and demos that will engage with your brand. I think Jeeyan really hit home on that. Use segmented email lists to develop lookalike audiences to increase conversion. To me, this seems like a crucial part of the Snow Monkey campaign because those lookalike performances really started to perform well for you guys. So for those of you attending today, if you have questions about lookalike or you don’t know what that means, probably reach out to Hawke after this and see if you can get some clarifications of what’s going on with your ad account.

Jenna: Define what a qualified lead is for your business, and refine to develop an engaged email list. Yes. I know that Hawke put that takeaway point in there, but I love that we want to make sure that the contacts that are opting into your offers stay engaged. And then the two things I want to encourage you are the last two bullets, to implement one list segment today. So if you currently just have an offer running on your site and no segmentation on the backend inside your ESP or CRM– and I know we had a question about CRM, so we’ll talk about that here in just a bit. I would encourage you to set one up today, even if it’s just a simple one as a new visitor or not. That, to me, is a step in the right direction, and you can get your feet wet on a really easy segmentation.

Jenna: And then the last one is build one offer targeting a UTM code today, whether that be targeting from your email or your ads. I dropped this support article in the chat on that for Justuno, but if you guys have questions about that, please reach out to me directly and I will set you up with an account manager to walk you through it, even, if you’d like. Great. All right. So let’s talk about offers. We have a couple of really cool offers for you guys that attended today. So Jesse or Jeeyan, you guys want to talk about what Hawke is going to provide?

Jesse: Yeah. Sure. So I can talk to this. So what we want to do for you guys– and really appreciate you guys. Got about 58 of y’all that have stuck through this live. We wanted to help you guys with a free audit of how you guys are capturing your emails and, maybe, even doing a little bit of a dive into just your welcome automation, your email marketing. So yeah, I’m happy to do that to the first three viewers. I think what we’ll do is a little raffle, actually. We’ll have you guys just comment and just say, “Audit,” in the chat, and then we’ll pick three at random, and we’ll follow up with you guys afterwards.

Jenna: Sounds good. Yeah. We had some people say, “Choose me,” but, guys, please type, “Audit,” because I’m going to save the chat transcript [laughter]. So go ahead and type in, “Audit,” and those will be sent over to Hawke to kind of do a random raffle. So thanks, guys, for doing that. I think that is a really great offer. For Justuno, we would love you guys to check out a free trial of Justuno, and we’re going to do a 10% discount on any monthly plan with the code Hawke10. So if you’re not a Justuno user yet, you can always check out a free trial. Just go to our website, www.justuno.com, and there is a free trial button there. If you are operating on an e-commerce platform, we recommend signing up through the app store. So if you’re a Shopify user, head to the App Store; BigCommerce, same thing; WooCommerce, even. And then, otherwise, if you’re on any other platform, probably, just head straight to the website and that’s going to be your best bet. But, again, Hawke10 is the code that you would want to use for 10% off any monthly plan, and that expires at the end of September, which it’s almost September, not quite yet. Cool.

Jenna: Well, like Jesse said, thank you, guys, for sticking around. We do have quite a few people here. So let’s open it up for some Q&A. I have a few that I wrote down during the presentation. So while we’re answering these, if you guys have any other questions, go ahead and type those in and we will get to them. All righty. So let’s kick it off. Okay. First of all, Keaton asked during Jeeyan’s presentation– he said, “How do you track email capture on Facebook?

Jeeyan: Yeah. So a lot of it would just be taking a standard event, whether that’s a lead or a complete registration, and placing that snippet of that JavaScript code either on a thank you page, so a different URL or a completely separate page, or into the button on the email submitted, like a pop-up or on the footer of your site. So that’s something where– if you’re actually going to Facebook, you look at the pixel setup guide. There’s instructions that you can actually just– there’s links and kind of resources, but you can also just send it to your developer. They should be able to figure that.

Jenna: Okay. Keaton, I hope that answers your question. Next. Amy asks, “Can you talk about CRMs?” So I’m not sure who she wants to talk about this, but I can speak to it from Justuno’s perspective first, and then you guys can chat about it too, if you’d like. But, here at Justuno, we do integrate with CRM. So if you are not necessarily an e-commerce provider– I know that some CRMs actually do support e-commerce. InfusionSoft, for example. We still integrate with those solutions. So I would be curious, Amy, what CRM you are using if you are? But we integrate the same. So we have the ability to push any information you’d like to build custom fields, to create tags. So it really just depends which one you’re talking about. I don’t know if you can be. “I’m trying Pipedrive,” she says. Okay. I’m not familiar with that CRM, but if you’d like to understand if that integrates with Justuno, you can email me directly afterwards, and we can work it out for you. But I’m pretty confident that we would work that way. And Hawke, guys, I don’t know if you had experience in working with clients who use CRM, so I’m sure you probably do?

Jesse: Yeah. So I’ve definitely worked with clients that have used like a HubSpot type solution. We use it, here, internally at Hawke. And I think Pipedrive is a similar type of sales-oriented solution. So, to my understanding, Justuno does integrate with it. The cool thing with CRM is you definitely have a lot more nuanced information, typically, that you’re collecting from people so you can have a lot more targeted pop-ups and forms that move your prospect depending on where they are in your sales cycle, whether they’re a new visitor versus they’ve been to the site a few times and maybe– they’re obviously in your CRM. You can, actually, do different types of UnoBar-type pop ups. If you have a webinar, you can promote that, or some type of a demo that you want to do. There’s a lot of cool things you can do with Justuno once you have that information plugged into your CRM.

Jenna: Yeah. It can get really complex but that’s a beautiful thing [laughter]. Amy, I hope that answers your question and good luck with Pipedrive. All right. Megan asks, “Is there just Uno pop-up, so there being Snow Monkey integrated with Klaviyo. Why did it MailChimp work? So, I think, you did say that they switched over, but can you speak to that a little bit? Are you comfortable talking about that?

Jesse: Yeah. Yeah. Totally. So MailChimp, I think, is just a great– it’s a great solution for a lot of companies that are starting out. I mean, they have the free– up to 2,000 people in their email list, which is a great thing to start with. For us, we wanted to get a little bit more nuanced with our segmentation. So that was the biggest thing with MailChimp. Unless you’re on their pro plan, you can’t really do as much advance segmentation that we were trying to do in terms of conditionals, where it’s like, “People are in this zip code and they have not opened an email in X days,” or that. Very, very complicated-type stuff. MailChimp was just not really able to do that at a price point that we were comfortable with. But Klaviyo was, and Klaviyo also has– the other big thing with Klaviyo is you can actually split test your automations. So that’s a big thing that MailChimp can’t do. And we’ve got so many people going through our welcome series and our abandoned carts, and we weren’t really able to split test our messaging in a very efficient way. We had to kind of pick and choose which things we wanted to do and there’s a lot of lag between that. So switching over to Klaviyo, we’re able to split test pretty much everything, automations and campaigns. So I hope that helps.

Jenna: Great. Yes. Megan, let us know if I answered your question, if you’re still here. Additionally, I’m going to drop a link to a blog article. Megan says, “Yes. Thank you.” You are welcome. I’m going to drop a blog article to one of the more powerful features of the Justuno and Klaviyo integration because they are one of our most powerful integrations. So I’d encourage you guys, who are set up on Klaviyo, to check it out. All right. Next, Melanie asks, “Does Hawke Media have international clients or just USA?”

Jeeyan: We can do both, I would say. Most of our clients, their operations are domestic. We have clients who are based in the US and advertise globally, and then we also have clients who aren’t necessarily based in the United States. But I would say, for the most part, very heavy majority is in the United States.

Jenna: Cool. Melanie says, “Thank you.” She is chatting in the Q&A portion so you are welcome Melanie. Okay. Rodney says, “I noticed that you used mostly interests in your targeting.” I’m assuming he’s talking about the Facebook piece. “Do you mix behaviors in or not?”

Jeeyan: Oh, 100%. What we’ve always found is that it’s always good to have a collection of custom audiences, interest audience, and behavioral audiences. And to start fairly broad, I think a lot of times, a lot of people want to do these very complex or sexy sort of segmentations, and feel like they really understand the customer. Or they take information from their core audience, and they try and replicate that on Facebook. So, for example, they’ll do 25 to 34 in LA, New York, who are college educated, make this income, and do all these things. And that can be really detrimental to some of your campaign’s delivery because it is a CPM-based platform, and so, a lot of times, when you shrink and shrink your audience, you’re not really delivering ads to, necessary, the right users since it is kind of an algorithm machine learning, and you need conversion in order to continue to deliver your spend.

Jeeyan: So I would say, one of the recommendations I’d have is start with interests, behaviors, and custom audiences. And, maybe, do one level of segmentation, so interested in some sort of vertical or maybe lifestyle publishers. And, maybe, include one demographic or behavioral filter to kind of keep it fairly broad, and then segment from there based on device, platform, placement, age, demographic information, etc. But I think it’s always best to start you know fairly big, kind of seeing where you’re getting the engagement and conversion to kind of optimize as you go just because, a lot of times, if you do a lot of combination targeting and you have these small audiences, you’re kind of moving backwards with your learnings as opposed to forward. You definitely want your performance, and your insights, and learnings to kind of progress as you move forward, and not regress and have to take steps backward to kind of solve for things. So kind of like I mentioned with creative and messaging, you definitely want to minimize the number of variables when you have your initial test launch for your campaign. And that’s especially true with audience targeting. Know it’s better to solve for X and Y than A, B, C, D, E, F, G.

Jenna: Right. I really love that illustration. That helps me visually [laughter] understand what you need to do. So Rodney says, “Very good. Thank you.” You’re welcome Rodney.

Jeeyan: You’re welcome.

Jenna: Okay, guys. That was all of the questions I had submit. So I see that we had a ton of people request for audit. So guys, I will shoot those over to Hawke after the webinar and let them follow up with you. So they will be reaching out to you guys. Again, this is recorded so I will be sending out the recording to all of you. And if you have any questions, you can see our emails up here on the screen, and I will also type mine, here, in the chat. But for those of you guys who are Justuno users and have questions about anything we discussed today, let me know and I’ll hook you up with your account manager. And then Jeeyan and Jesse have been kind enough to offer up their emails. If you guys do you have questions for them, to reach out to them directly. So guys, thanks so much for your time. I loved this case study. It was super informative and I hope all of you found it valuable. So thanks for tuning in.

Jeeyan: Thanks for tuning in, guys.

Jesse: Thanks, guys. Appreciate it.

Jenna: All right. Bye, everybody.


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