mailigen imconf 7 tips to subscribers to action your emails kath pay plantoengage
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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
©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
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
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If you don’t know where you’re going……… how can you take your subscriber there?
©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
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!
©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
…and focus on them
#2. Carefully Cra` your Subject Line
Spend 80% cra`ing your headline and 20% wri#ng the copy
©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
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
©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Effec4ve Subject Lines Rule of 2: Front-‐Load your Subject Lines
#3. Maximise the Golden Real-‐Estate
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Which Preview Pane? B2B -‐ Outlook
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Design for the Golden Real-‐Estate
#4. Become the Director!
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Guide them – use design, copy, imagery….
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Set your customers a task
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But don’t overwhelm them….
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Hicks Law -‐ Choice is demo#va#ng.
Professor Lyengar -‐ author of The Art of Choosing
©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Leverage the Rule of 3
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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
©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Ac#on words persuade your readers to act
Hubspot
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Value + Relevance = More Conversions
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Persuasion doesn’t have to be salesy
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Understand the difference between Pull & Push channel
Web Email
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Make the CTA appropriate to where they’re at in the buying cycle
A B
+301%
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Be specific
A B
+230%
©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
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
©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Hook them in with storytelling
©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
This is how we communicate….
©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Leverage emo#ons: A Tale of 2 Chickens
Plump Chicken Skinny Chicken
©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
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
©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
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
©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
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
©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Images can be powerful – make them count
Source: Neuromarke#ng
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Always posi#on towards the Call-‐To-‐Ac#on
Source: Neuromarke#ng
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Provide guidance – visual clues
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Dell Li`s Revenue 109%
©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Results? Best campaign ever sent!
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#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…
©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
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
©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
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
©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
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%
©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
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%
©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Easiest change – huge impact
Ques#ons? Kath Pay @kathpay [email protected] www.linked.com/in/kathpay