increase your email marketing conversions today
TRANSCRIPT
Conversions
Key applicable methodologies for increasing
conversions…
Or what you can do now to get more people
buying!
What we are going to cover
• Why we need to focus on conversions
Because people don‟t!
• CTA‟s
Are you making it easy enough?
• Re-targeting
The key strategy for maximum improvements
• Segmenting
Creative solutions to poor quality data
• Post click
The story just begins after they click through
• Post conversion
Build and develop using email
Conversions
Email marketing is about 3 things:
Recording
Refining
Repeating
Conversions
What you measure is changed & conversions are improved...
First things first
Track your conversions:
Specify what you want to measure in your web analytics ie purchases, free
trials, newsletter sign ups.
Is it integrated with your email software?
Our Google Analytics Integration
You can track your
conversions in both
you email software and
Google Analytics
account.
Get off to the best possible start
Clear sign up
on homepage
with shown
benefits,
lovely!
The signup page
On brand, clear benefits, only an email asked for – great.
The let down
Broken images, text heavy, no call to action
CTA‟s – how not to
High value holiday and no personalisation?
No follow through
Different look and feel on landing page – big no no
Club Med #fail
And I can‟t book the holiday. Total email fail.
Sorry another #fail
What they should have done:
Clear call to action
Simple design, matching
website
Use all their assets
Keep it short!
My mock up...
The easy win‟s
Target again the positive and the negative.
• The opens
• The not opens
• The clicks
• The not clicks
• The converted
• The unconverted
But I don‟t have the time!
Why not?
Design
HTML
Spam testing
Data Extracts
And everything else that comes with putting together an
industry leading email program...
Top secret.....
A little known or advertised fact
In some circumstances
it‟s ok to use text only
emails, such as system
updates, password
resets, reminders...
The easy win‟s
Practical Steps
Case Study – Truprint
Target non-purchasers or actives
Sent an email to non-purchasers designed to drive them to purchase
Analysed the results and then later generated an email to „non-openers‟ or „non-clickers‟ offering them a further discount
Retargeting
1st A Targeted eshot 2nd Retargeted eshot to non-actives with further discount
Segmenting and Personalising
If you have the data it is easy peasy...
Segmenting and Personalising
Look at what you have:
Domain
When they signed up
„It‟s been a week since you...‟
Where they came from
Special promo for „referrers‟ members/visitors
Where they are
What‟s happening in their area right now you can mention
Who are they assigned to
Personalise from their account manager
What products are they interested in
Be relevant
If you don‟t have data you need to be a little more creative
Or just guess!
If you know your
audience really well you
can guess what they
may be interested in or
what is relevant to their
age/interests/history...
Post click
Nobody converts at the click
The landing page
You need to grab the visitors attention – and quickly
Cut down the:
Forms
Copy
Alternative navigation
You only have 7 seconds
Make sure you avoid linking through to the home page!
Rightmove Examples
Email promises Phil, landing page seems totally unrelated. I want Phil...
Rightmove Examples
Better, looks the same but email promises £90k property and landing page
doesn‟t deliver it. Always deliver on expectations.
Citrix
Perfect. Same branding, content
is expected and form is prefilled
for me
Post conversions
What‟s the best lead you could have?
“I viewed an online ad and I liked what I saw”
“I signed up to the email and got an offer that interested me”
“I was recommended your product/service”
Recommendations rule so look after your customer even after
they‟ve converted.
Give them a cuddle afterwards
Plan emails around the conversion
– make the experience last a month
It doesn‟t have to be tough
Follow me @marcmunier and @pure360
Email me [email protected]
Or even call me 01273 647880
Focus on conversions
Because you are great marketers
Provide clear CTA‟s
As people like being told what to do
Re-target
The smart marketers strategy
Segment
Because you love thinking outside “the box”
Post click
We want to seal the deal
Post conversion focus
Not for “brand new customers only”