mailigen imconf 7 tips to subscribers to action your emails kath pay plantoengage

7 #ps to ge*ng your subscribers to ac#on your emails Kath Pay | @kathpay eCRM & Email Marke#ng Consultant

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com

Your presenter – Kath Pay

•  14+ years of experience in email marke#ng

•  Email Marke#ng Consultant, Trainer & Speaker

•  Lead trainer for Email Marke#ng for Econsultancy & the IDM in the UK @kathpay


About Plan to Engage

•  eCRM & Email Marke#ng Strategy

•  Email Design & Coding •  Deliverability Support •  Email Vendor Selec#on •  Conversion Op#misa#on

• Workshops & Training Courses

www.PlanToEngage.com

#1. Focus on your objec#ve


If you don’t know where you’re going……… how can you take your subscriber there?


Be clear about your goals

• Do you want more subscribers? • Do you want more online sales? • Do you want more (qualified) leads? • Do you want more registra4ons? • Do you want more …

DEFINE YOUR CAMPAIGN (MICRO) AND OVERALL (MACRO) EMAIL PROGRAM GOALS UPFRONT!


…and focus on them

#2. Carefully Cra` your Subject Line

Spend 80% cra`ing your headline and 20% wri#ng the copy


Some Subject Line #ps

1.  Be useful and ultra specific – make sure it’s relevant and useful for your customers

2.  Be visually different – make you subject stand out visually by trying square brackets, symbols etc

3.  Use #mely topics and urgency that are top of mind, and use urgency

4.  Use a call-‐to-‐ac#on (CTA) by asking a ques#on 5.  Test your subject lines so you can repeat what

works best


Effec4ve Subject Lines Rule of 2: Front-‐Load your Subject Lines

#3. Maximise the Golden Real-‐Estate


Which Preview Pane? B2B -‐ Outlook


Design for the Golden Real-‐Estate

#4. Become the Director!


Guide them – use design, copy, imagery….


Set your customers a task


But don’t overwhelm them….


Hicks Law -‐ Choice is demo#va#ng.

Professor Lyengar -‐ author of The Art of Choosing


Leverage the Rule of 3


Rule of 2 in ac#on 1.  Heading and subhead copy cri4cal •  First 2-‐3 words most important

•  First 2 lines in a paragraph •  Make hyperlinked

2.  Readers scan down the leW of an Email

3.  First part of paragraph important •  F shape eyetrack

#5. Be persuasive


Ac#on words persuade your readers to act

Hubspot


Value + Relevance = More Conversions

24


Persuasion doesn’t have to be salesy


Understand the difference between Pull & Push channel

Web Email


Make the CTA appropriate to where they’re at in the buying cycle

A B

+301%


Be specific

A B

+230%


What’s the value of a mint?

One mint with bill: #p rises 3.3%

Two mints with bill: #p rises 14%

One mint + personal mint: #p rises 23%

No mints = control

Robert Cialdini – 6 Principles of Persuasion


Hook them in with storytelling


This is how we communicate….


Leverage emo#ons: A Tale of 2 Chickens

Plump Chicken Skinny Chicken


The Study

•  100% was told: Plump chicken = Natural chicken Skinny chicken = Gene#cally engineered

•  Group 1 was told: Natural chickens = healthy but less tasty Gene#cally engineered chickens = tasty

•  Group 2 was told: Natural chickens = tasty gene#cally engineered chickens = healthy but less tasty


Both groups preferred the natural chicken but had different reasons

•  Group 1 said they valued health above taste

•  Group 2 said taste was more important

They both felt compelled to jus4fy their emo4onal choices with non-‐emo4onal reasons


Engage their emo#ons first

We make decisions based upon emo#ons but we try and ra#onalize our jus#fica#on for the decision. Therefore, engage their emo4ons first, then they will come up with a ra4onal jus4fica4on to support their decision.

#6. Use images wisely


Images can be powerful – make them count

Source: Neuromarke#ng


Always posi#on towards the Call-‐To-‐Ac#on

Source: Neuromarke#ng


Provide guidance – visual clues


Dell Li`s Revenue 109%


Results? Best campaign ever sent!

41

#7. Test and op#mise con#nually!

The goal of a test is not just to get a li`, but to get a learning as well…


Greater ROI for those who test

Proportion of companies reporting ‘excellent’ or ‘good’ ROI

Over twice as likely (118%) to report “excellent” or “good” ROI

37%

81%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Don't test Regular Test regularly

Source: Econsultancy’s Email Marke#ng Census 2012


Subject A/B test

•  B had 58.9% higher open rate •  B had 279% increase in webinar registra#ons

A Jan 25 webinar: Webcas#ng High-‐Profile Events

B Jan 25 webinar: Enterprise Webcas#ng for High-‐Profile Events


Test your automated processes!

•  A increased total orders by 21% •  And revenue by 35% •  Even though A had a 10.5% lower open rate than B •  *Sent 50/50 split test over 4 weeks to abandoners.

A Reminder: Items Saved in Your Cart – Shop Now for an Extra 10% off

B Come back and Save an Extra 10%


Measure the correct metric Subject Line Opened Clicked Converted

Win the pampering prize of a life#me worth $10,000

38.19% 9.35% 6.74%

Win spa breaks, a personal shopper and more worth $10,000

35.76% 11.03% 9.19%

Win a pampered new you worth $10,000

38.01% 15.45% 10.67%

Win a trip to Champneys and more worth $10,000 with Veet

33.23% 16.76% 11.01%


Easiest change – huge impact

Ques#ons? Kath Pay @kathpay [email protected] www.linked.com/in/kathpay

mailigen imconf 7 tips to subscribers to action your emails kath pay plantoengage

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