think you've got email all figured out? think again! - kellie boggs, bronto software
TRANSCRIPT
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Think You’ve Got Email All Figured Out? Think Again!
#brontosummit
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• Eye Catching Content
• Wacky Campaign Ideas
• Email Campaign Superstars
• The Keys to Split Testing Success
• Stand-out Subject Lines
AGENDA
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A Little Something Different
Eye Catching Content
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• Instead of prompting your subscribers to watch a video, now they can watch the video directly in the email.
• With the launch of iOS 10, Apple brings back support for video, which now allows you to embed them right in the message.
• This is a great way to enhance your user experience and increase engagement.
Per towerdata.com “Four times as many consumers would prefer to watch a video about a product than read about it.”
VIDEO IN EMAIL IS BACK
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• Support for HTML 5 is still limited, but the clients that do support it represent over half of the market share.
• Email clients like iOS Client, Apple Mail and the Samsung email play the video right in the email client itself.
• Other email clients like Gmail and the Android devices will display a fallback image.
Source: Email on Acid
EMAIL CLIENT SUPPORT
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• If you want to embed video you have to have an alternative.
• This is referred to as a backup or a “fallback.”
• A backup is a must in case the email client doesn’t support video!
Source: Email on Acid
IF THE DEVICE DOES NOT SUPPORT IT, THEN WHAT?
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• It depends on your audience and your brand.
• Having the video playing right in the email client can add that “WOW” factor.
• Especially if they aren’t taken outside of their browser to view the video!
• This also increases your chances of your recipients watching your video!
IS VIDEO IN EMAIL RIGHT FOR YOU?
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• You can create segments in Bronto to help you make this decision.
• This segments can be created by using “Operating System” (iOS, or Andriod, etc.).
• These counts will help you determine if video in email is worth your efforts!
IS VIDEO IN EMAIL RIGHT FOR YOU?
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VIDEO IN EMAIL EXAMPLES
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• Holiday Greetings
• News Updates
• Product Demos
• New Product Releases
• Training Courses
• Customer Testimonials
GREAT PLACES FOR VIDEO…
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A Little Something Different
More Eye Catching Content
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PROMPTING SUBSCRIBERS TO WATCH A VIDEO
• A tried & true method – it’s universally supported.
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• The answer is YES!
• Although they have been around a while they are still engaging.
• They are great alternative to video & are widely supported.
• Allows you to be playful & fun!
ANIMATED GIFS STILL APPEALING?
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• This is quick way to spice up your emails!
• It gives the illusion of a video, but only part of the image moves.
• They are great way to catch the eye!
ADD MOTION TO YOUR GIFS
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• Use Eye Catching Content:
• Video
• Animated GIF’s
• Remember you want to STAND OUT!
• Don’t be afraid to be different and have fun!
LET’S RECAP…
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Give them something new & exciting!
Wacky Campaign Ideas
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DEFINITION OF A WACKY IDEA
• Something this is going to catch your subscribes off guard.
• Make you “memorable.”
• Give them a reason to come back and visit you!
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WACKY IDEA:
• Check out this Warby Parker Example!
• The goal of this email to tout their new frames, however they do this through a road trip checklist?!
• This is the definition of FUN!
• With these CTA’s this is great way to increase responses too!
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WACKY IDEA:
• This Scratch & Sniff is a great idea especially when you have scented fabrics!
• Check out the animated GIF too!
• Can’t you just smell the flowers right in the email?!
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WACKY IDEA:
• Cause Marketing!
• Promote the things that your organization does to make a difference – your subscribers care too!
• This is a great email reiterating their “One to One” commitment.
• You can get a stylish pair of shoe while knowing that you gave a pair of shoes to a child in need!
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WACKY IDEA:
• Another way to tout the cause that you are supporting it so make it part of your everyday emails.
• This is a great reminder to your subscribers that you are always mindful of your cause.
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• Shop Now
• Buy Now
• Learn More
• Click Here
• Read More
WACKY CTA’S WITH A TWIST
• Instead of the traditional: • Spice it up with:
• Punch Me
• Hit Me
• Don’t Push This Button
• Let’s Roll
• Overload Me
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CTA WITH A TWIST
• Showing subscribers what you have that’s right for them is a great way to increase response!
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PERSONALIZED ANIMATION
• Personalized animation is a great idea and you don’t see it a lot!
• This really takes first-name personalization to the next level!
• And to think every subscriber got their name displayed on a bracelet.
• What a cool idea!
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CONTESTS
• Contests are a great way to engage your audience!
• Ask subscribers to participate and incentivize them for doing so.
• This is great way to grow your list & get them back to your site.
• The key is to make it simple and engaging!
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SURPRISE
• Everyone likes surprises right?
• Surprise emails are great because you don’t know until you click…
• This is great way to make your subscriber engage with your email!
• Also, you become less predictable!
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A DIFFERENT TYPE OF MYSTERY OFFER
• In this example from Ice.com, the subscriber solves a puzzle to reveal the offer.
• This is a great twist on the standard promotional messages that increases engagement.
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“SORRY, NOT SORRY”
• Apology messages typically have AWESOME open rates & conversion rates!
• Don’t be afraid to be playful and have fun.
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YOUR OPINION COUNTS
• It takes “30 Minutes to Spark Joy” now you got my attention.
• Check out how Lululemon used a fun fact to wheel you in.
• All to let you know they have extented their return policy to 30 days!
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DIFFERENT INDEED
• Think outside of the box when it comes to driving traffic to your brick & mortar store!
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DAYLIGHT SAVINGS TIME
• Relating Daylight Savings time to a pajama sale… A perfect fit!
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Boost Sales & Engagement
Email Campaign Superstars
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EMPLOYEE FOCUS
• Big brands are starting to use employees to make their subscribers feel all warm & fuzzy!
• These brands are starting to see a benefit from having a human face on their marketing efforts!
• Give it a try!
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NON-TRADITIONAL HOLIDAYS
• Sending non-traditional holidays is a great way to stand out in your reader’s mind!
• National Doughnut Day
• National Siblings Day
• Opposite Day
• Or, consider making up your own holiday! Subject line= It’s Opposite Day! Introducing
Inside Out!
Subject line= 20% off ANY Item! You
DONUT want to miss this…
Subject line= Celebrate
#NationalSiblingsDay with EXTRA special
savings
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CURRENT EVENTS
• Use current events & trending topics to create interests!
• Find a way to relate to your customers!
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STAFF PICKS
• Highlighting products picked by your staff is way to push product without being too forceful!
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How to do it the right way!
The Keys to Split Testing Success
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HOW & WHY TO DO IT
• Split testing can help boost your conversation rate as well as boost the performance of your emails.
• That is if you do it the right way!
• Remember you are looking for big wins!
• You should see a large uplift in results to be certain you are seeing real results vs. natural variance in subscriber behavior.
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TIP 1: KEEP IT SIMPLE
• Keep it simple!
• Don’t over-complicate your testing plan.
• Start with something you can quickly test.
• Ex: Subject Line or Call to Action Button.
• Starting simple allows you to build the confidence and allows for more advanced testing down the road.
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TIP 2: TEST OTHER CHANNELS
• Test beyond your email channel.
• Consider testing your blog, your social media outlets, or your google ads, etc.
• Also, consider testing a web page.
• Split testing can be applied to most situations in which you want to optimize performance.
• The key is to use the appropriate metrics for each channel!
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TIP 3: DON’T GIVE UP!
• Don’t give up if you are not seeing results!
• There is always something you can learn from your test, even if you don’t see a dramatic difference.
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TIP 4: DETERMINE WHAT YOU WANT TO LEARN
• What is it that you want to learn about your audience?
• Does personalization in subject lines work?
• Does short or long subject lines work best for my audience?
• Should I use a question vs. a statement in the subject line?
• Once you have determined what you want to learn you can turn that into a spreadsheet for measuring the results.
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Stand-out subject lines
Stand-Out Subject Lines
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• Use emoji's or special characters.
• This is a great way to draw attention to your email.
• Increase your chances of your email being read!
• Do any of these catch your eye?
STAND OUT SUBJECT LINES
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• They are eye catching!
• They allow the eye to pause in a crowded inbox.
• They are a great way for you to convey a particular mood or piece of information in a single character.
• Widely supported across highly used email clients.
WHY USE EMOJI’S YOU ASK?
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Without stepping that far outside of the box, you can still create subject lines that stand out!
• Pose a question
• Use Personalization
• Be off-beat
• Make it actionable!
OTHER WAYS TO STAND OUT
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Let’s review those tips!
Takeaways for Email Marketing Success
#brontosummit
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• Use eye catching content
• Don’t be afraid to do something “wacky”
• Be that email superstar!
• Always be testing!
• Use subject lines that push the limit!
TAKEAWAYS