big wins from the inbox: email strategies to get more conversions

Download Big Wins from the Inbox: Email Strategies to Get More Conversions

Post on 06-Aug-2015

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1. Big Wins from the Inbox: Email Strategies to Get More Conversions Ellie Mirman VP Marketing, Toast @ellieeille 2. Source: Custora via Optimizely 3. 15 Tips to Improve Your Email Marketing Results 4. The Simple Things That Make a Big Difference 5. Have a Clear Call-to-Action 6. Email with single call to action increased clicks 371% and sales 1617% 7. Keep Your Segmentation Simple 8. 0% 20% 40% 60% 80% 100% Abuse Reports Unsubscribes Clicks Opens % Improvement in Email Performance Metrics for Segmented Emails Activity Segmentation Interest Group Segmentation Date Segmentation Merge Field Segmentation Overall Source: MailChimp Research June 2015 9. Align Content with the Funnel Stages Customer Visit Opportunity Lead Prospect MQL Top educational gated content Product education with next step Responses/alerts based on actions Content resources for sales 10. Widen the Funnel & Replenish Your List 2.1% of your contact data goes bad every month. -MarketingSherpa 11. Focus on Value WIIFM? 12. 60% Average landing page conversion rate 13. 73%Conversion Rate 14. Build an Opt-In List Source: Omnivore, MailChimps anti-abuse system 15. Run Big and Varied Tests 16. Many Elements to Test Offer Topic Format Length/Size Name Landing Page Description Length Image/Preview Form Placement Number of Form Fields Which Form Fields Form Submit Button Text Sender Name/Address Consistent vs. Changing Person vs. Company Category-Related Name Audience Interest Persona Recency or Level of Engagement Other Demographics Lifecycle Stage Format Plain Text vs. HTML Content in Text vs. Images Number of Calls to Action Length of Email Timing & Frequency Day of Week Time of Day Triggered by Behavior Timing Around Event Frequency 17. Choose Simple but Critical Metrics Running a demand gen campaign? Measure leads Launching a nurture stream? Measure the impact on close rate Testing content? Measure CTR or download rate Using email to support Marketings end goal? Measure revenue 18. The Unexpected Things That Can Drive Results 19. Use One Channel to Build the Other Use email to amplify social and search. Use LinkedIn to build your email list. 20. Use TOFU for MOFU, MOFU for TOFU Solve for TOFU with MOFU Solve for MOFU with TOFU 21. Test Best Practices 22. Source: HubSpot Science of Email Marketing 23. Source: HubSpot Science of Email Marketing 24. The Complementary Things That Can Matter Even More 25. Complement Email with Other Channels Retargeting Social Website Events Phone 26. Matching website banner to email increased revenue per campaign by 10% Source: MarketingSherpa 27. Optimize the Landing Page 28. Remember To Do Internal Marketing Sales Enablement Leadership Updates 29. Comarketing & Social Updates Experiment with Other Email Types Dedicated Offer Email Thank You / Conrmation Abandonment Nurturing 30. When youre putting together your email campaign, remember The Simple Things That Make a Big Difference The Unexpected Things That Can Drive Results The Complementary Things That Can Matter Even More 31. thank you Ellie Mirman VP Marketing, Toast all-in-one restaurant management platform www.toasttab.com twitter.com/ellieeille linkedin.com/in/elliemirman