emails that create deep connections

TIM WATSONEmail Marketing Consultant

19th March 2014

Emails that Deeply Connect and Delight

If you’ve been given an envelope

• Open it• Answer the question –

don’t show to others• Stuff the answer back in• Hold it up to be collected

A Little About Me

What is the most Sensitive Part of your Body?

Every Email Must Answer Four Questions

• Who is this from?• What’s it about?• Why should I care?• What should I do next?

?

How Old was Gandhi when he Died?

Did Mahatma Gandhi die before or after the age of 9?

How old was Mahatma Gandhi when he died?

Did Mahatma Gandhi die before or after the age of 140?

How old was Mahatma Gandhi when he died?

Subject lines frame the message

Subject A: Are we still welcome in your inbox?

Subject B: Was it something we said?

Ratio of clicks between the two

buttons..Subject A: 6.5xSubject B: 2.8x

Email body containing two calls to action

Obama Frankenstein Tests

How do we make choices?

Option A

Option B

.

.

Ugly Tom and Ugly Jerry

Modified Jerry

Modified Tom

Subscribe to The Economist

• Option 1, One Year Online Subscription – $59

• Option 2, One Year Print Subscription – $125

• Option 3, One Year Print & Online Subscription – $125

Sensible – middle option is a dud

• Option 1, One Year Online Subscription – $59

• Option 2, One Year Print Subscription – $125

• Option 3, One Year Print & Online Subscription – $125 84%

0%

16%

Source: Dan Ariely

Remove the bad option

• Option 1, One Year Online Subscription – $59

• Option 2, One Year Print & Online Subscription – $125 32%

68%

Previously 84%

Protect the environment

messaging

Do like other hotel guests and

recycle

Protect the environment

messaging

Do like other hotel guests and

recycle

35%

44%

20% more

Arizona Petrified Forest

Many past visitors have removed the petrified wood from the park, destroying the natural state of the Petrified Forest

Jam and Choice

Choice of 24 jams

Choice of 6 jams

50% more people taste

3%buy

30%buy

Source: MarketingSherpa

42% click increase

Are More Benefits More Powerful?Shampoo X makes hair...• Cleaner• Stronger• Healthier• Softer• Shinier• Fuller

Shampoo X makes hair...• Cleaner• Stronger• Healthier

or

Cookie Tasting

Source: Worchel, Lee, Adewole

A B

Any money that you donate will go to Rokia, a seven-year-old girl who lives in Mali in Africa. Rokia is desperately poor and faces a threat of severe hunger, even starvation. Her life will be changed for the better as a result of your financial gift. With your support, and the support of other caring sponsors, Save the Children will work with Rokia's family and other members of the community to help feed and educate her, and provide her with basic medical care

Food shortages in Malawi are affecting more than three million children. In Zambia, severe rainfall deficits have resulted in a 42% drop in maize production from 2000. As a result, an estimated three million Zambians face hunger. Four million Angolans — one-third of the population — have been forced to flee their homes. More than 11 million people in Ethiopia need immediate food assistance.

$2.38

$1.14

Human interest or big picture data?

&

Questions?Let’s Connect

Follow Me Twitter: @tawatsonEmail twatson@zettasphere.com

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