email marketing design for better conversions · email marketing design for better conversions...
Post on 22-Oct-2018
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EMAIL MARKETING
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Is it still relevant?
Marketers have ever-increasing options for messaging in today’s
world:
• Social Media Channels
• PPC campaigns
• SEO
• Blogging or guest blogging
With all of these options, is email marketing still relevant?
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EMAIL MARKETING
The answer is YES.
• 91% of consumers check their email at least once a day
• Email is also the most important activity on mobile devices among 18 – 44 year olds
• Email is nearly 40 times more effective at acquiring customers than Facebook and Twitter
combined
• In addition, emails prompt purchases at least three times that of social media, and the
average order is valued 17% higher
• In 2012, $1.5 billion was spent on email marketing, with an ROI of $40.56 for every dollar
spent (2011)
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Is it still relevant?
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EMAIL MARKETING
Like any marketing initiative, however, you succeed or fail based on your planning:
• Capturing subscribers
• Creating your message
• Delivering your message
• Building your landing pages
• Mobile-friendly emails
• Managing subscribers
• Test, measure and improve
• How Americaneagle.com can help!
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Plan your campaigns
EMAIL MARKETING
Your first challenge is getting subscribers:
• Most importantly, be visible!
• Design call-outs to stand out
• Clear & actionable sign-up boxes
• Placement of sign-up box
• Site headers
• Rail call-outs
• Site Footers
• Content-embedded sign-ups
• Pop-ups or pop-overs
• Duplicate placement
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Capturing Subscribers
EMAIL MARKETING
• Make the purpose clear:
• Why should a user subscribe?
• How often will you email them?
• What’s the value?
• Collect only the information that you need
• Tie subscription opportunity to another conversion
• Contact Request
• Purchase
• Give the subscriber options
• Remember offline sign-ups
• QR codes
• Tradeshows
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Capturing Subscribers
EMAIL MARKETING
Subject Lines:
• Keep them short and sweet; 35% of recipients open email based on
subject line alone
• Make subject lines action-oriented
• Show urgency and/or timeliness
• Avoid “spam” words like “Free”, use of ALL CAPS, etc.
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Creating your message
EMAIL MARKETING
Content:
• As always, content is king
• Ensure that the message is relevant to the user and their subscription
• If possible, highlight the ONE important call-to-action
• Take advantage of the pre-header text (usually 100 characters)
• Use short sentences and visual elements to help highlight messages
• Maximize potential links
• Consider exclusive offers, content, etc.
• Use content hierarchy to prioritize the message in multiple-message emails
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Creating your message
EMAIL MARKETING
Designs:
• Keep in mind design/presentation limitations:
• Blocked images
• Background images
• Stripped out stylesheets
• Compatibility differences between email clients
• Your message should be clear despite these limitations
• Use basic HTML and inline styles as needed
• Text-only version as a back-up
• Make sure you have a good “view in browser” link
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Creating your message
EMAIL MARKETING
Designs, cont.:
• Mobile
• Aim for 320 – 550 pixel layout to work on all devices
• Simplify the layout; use a single-column, ladder approach to stack
content for priority
• Padding and room to breathe
• Consider scalable or fluid layouts
• Keep in mind, a true “responsive” email still is a way off
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Creating your message
EMAIL MARKETING
Brand Identify
• Consider this in all areas of email
• From fields and name
• Subject line
• Headers & footers
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Creating your message
EMAIL MARKETING
• Keep relevancy of your individual messages as a priority:
• Take advantage of segmentation rules to personalize content around:
• Geography
• Behavior
• Audience profile
• The more definitive the segmentation, the higher the conversion, lower
unsubscribe rates, etc.
• Ensure that users are getting the emails they requested…and nothing more
• Targeted email lists for type of email
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Delivering your message
EMAIL MARKETING
• Timing of emails
• Highest click through rates generally occur on Tuesdays
• Highest revenue generation generally occurs on Mondays
• Generally 9 – 10 am and after business hours for personal
• Find the timing rules for your audience and industry
• Emails vs. Triggered Emails
• Triggered emails are sent based on a pre-determined behavior
• Opening an account, adding an item to a cart, viewing a product, etc.
• These triggered emails can have a 50% higher open rate
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Delivering your message
EMAIL MARKETING
• Where are we sending the consumer?
• Landing pages should be relevant to the call-to-action, so that individual
message is priority
• Avoid sending users to general pages like homepage
• Make sure landing pages are responsive or mobile-friendly as well
• 28% of users state the difficulty in reading/viewing landing page on
smart phones stopped them from clicking through emails
• Similar to emails, make call-to-actions clear and immediate
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Building your landing pages
EMAIL MARKETING
• We covered this before, but it’s important to remember
• Mobile email opens grew 21% alone in 2013, and 180% over the past
three years
• Additionally, 47% of emails now opened on a mobile device
• Aim for 320 – 550 pixel layout to work on all devices
• Simplify the layout; use a single-column, ladder approach
• Padding and room to breathe
• Consider scalable or fluid layouts
• Remember: the mobile experience needs to be cohesive across the entire
experience: email -> landing page -> conversion
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Mobile-friendly emails
EMAIL MARKETING
• Legal compliance:
• Visible unsubscribe link in all emails
• Opt-out requests honored within 10 days
• Scrubbing future lists against opt-outs and black lists
• Opt-out in a single click
• Providing ability for users to update their subscriptions
• Cleaning lists:
• Take steps to determine “low activity” subscriptions
• Clean rules for bounces and inactive
• Up-to-date Segmentation Rules
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Managing subscribers
EMAIL MARKETING
• Keep testing simple and controlled
• Focus on one factor or difference between emails
• Subject line or time/day of delivery
• The more you know about the specifics, the better your data will be
• Remember to test the entire process:
• Sign-up/subscribes
• Email content and delivery
• Landing page conversions
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Test, measure and improve
EMAIL MARKETING
• Keep in mind…there are no magic answers
• Your success is based on industry, audience, staff, etc.
• The best way to succeed is to learn from your successes and mistakes
• Track open rates, click-throughs and unsubscribes to determine:
• Ideal messaging, possibly leveraging A/B testing messages
• Ideal email timing to find what works best for your audience and/or
segments
• Ideal segmentation
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Test, measure and improve
EMAIL MARKETING
As with all aspects of your online presence, Americaneagle.com is here to
help:
• Project strategy and design
• idev® Broadcast Email tool
• On-going strategy work
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How Americaneagle.com can help!
EMAIL MARKETING
With any redevelopment project, your PM is looking to understand:
• Your Goals:
• Objectives and goals for your site
• Key Point Indicators for achieving those goals
• KPI Targets
• Audience Goals
• Macro conversions – Primary conversion points like a purchase
• Micro conversions – Smaller conversion points, like adding an item to a cart
• Marketing messages
• All of these can help us plan, design and develop a site that’s optimized for achieving these goals
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Project strategy and design
EMAIL MARKETING
• Our tool meets and exceeds industry standards
• SaaS-based model, including rolling upgrades and enhancements
• Direct idev® CMS connectivity
• Managing lists and contacts in on location
• Standard API to ferry data between systems
• These APIs can also be used in other non-idev® Platforms
• Configurable metrics and reports to show you what you want to see
• Video tutorials and 206-page users guide
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idev® Broadcast email v2.0
EMAIL MARKETING
• Configurable dashboards for user-by-user needs
• Contact List management
• Importing offline contacts
• Managing subscription lists
• Segmentation
• Creating “clean rules” to scrub your lists
• Leveraging custom fields for audience-specific data
• Message management
• WYSIWYG-based
• Text-only email formatting as well
• Campaign management
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idev® Broadcast email v2.0
EMAIL MARKETING
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idev® Broadcast email v2.0
Future Enhancements, including:
• A/B Testing Interface: setup a single message with multiple versions and
then have objective metrics based on what is more efficient message
• Build Your Own Reporting: ability to report on more custom fields, beyond
pre-determined reports currently available
• Social Media Publishing: publishing to social channels similar to idev®
CMS tools
• SMS Publishing: ability to send text alerts to users
EMAIL MARKETING
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On-going strategy work
Your job, and our job, isn’t over at site launch:
• Reviewing email stats to improve understanding and knowledge of your successes and failures
• Comparing conversions across all channels: email marketing, SEO, social media, etc.
• That’s where our Strategy Department can help:
• Engagement Strategy: overview of all marketing channels for more eyeballs on site, better conversions, etc.
• Includes potentially all channels: blogs, social, podcasts, emails, etc.
• On-going analysis as well
• Personalization Strategies
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