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MarketingSherpa Video Archive

MarketingSherpa Summit 2017 | Live Optimization with Flint McGlaughlin

Flint McGlaughlin, Managing Director and CEO, MECLABS Institute

Flint McGlaughlin, Managing Director and CEO, MECLABS Institute, revved the audience up on the second day of the MarketingSherpa Summit 2017 with a jolt of Live Optimization.

In the session, he reviewed audience-submitted emails and landing pages that he had never seen before, to constructively view them as a customer might.

McGlaughlin walked the audience through the MECLABS Institute Conversion Heuristic, which he used in the optimization process for each of the submitted emails and landing pages.

“The goal of the heuristic is not to help you see better. The goal of the heuristic is to help you see with new eyes. The heuristic is like a lens … and it allows you to see the creative through the eyes of the customer,” he said.

The first email he reviews from an audience member is intended for high school football coaches across the U.S., to enlist them in a fall program benefitting St. Jude’s Research Hospital called “Touchdowns Against Cancer.

“What’s the goal of an email, everybody? To get a click,” he reminded the audience, adding that the “selling” should be done on the landing page, not the email.

The job of email is to leverage suspense that will then pay off on the landing page. The email he first reviews doesn’t start that journey and doesn’t quickly and clearly convey what it is about.

This email, and several others McGlaughlin reviews in this video, gets to the real enemy of underperforming emails — confusion.

In this session, work with the audience through the live optimization to gain understanding of where your own emails might be causing confusion.

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