3 Steps to Increasing your Email Marketing Conversions
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Transcript of 3 Steps to Increasing your Email Marketing Conversions
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Kath Pay
E: [email protected]: +44 (0)20 7970 4167
3 Steps to Increasing Your Email Marketing Conversions
Econsultancy Training
Econsultancy training taster session
Marketing Week Live 2017
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Achieve Digital Excellence
To succeed in digital, it must permeate every part of your business – from top level strategy, organisational structure and staff capabilities, to technology and processes. Econsultancy is the only business of its kind that bridges the gap between strategy and action through a unique mix of research, training and events.
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WHAT WE OFFER
Practitioner-ledtrainingAt Econsultancy, we're not just trainers. We're also passionate researchers, analysts, consultants and most importantly, practitioners. And that means the insight and advice you'll receive through our training services will be completely up to date and relevant.
One and two daytraining coursesPacked with insight and practical advice, these courses will help you get up to speed and beyondin your chosen subject
Intensives: Mastering Digital MarketingThese three-day sessions will power through theory and practical skills and see you come away with some serious know-how
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Online ClassroomBased on our most popular training course, Fast Track Digital Marketing, Econsultancy’s Online Classroom provides all the advantages of face-to-face training with the benefit of flexible learning.
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Founder & CEO of Holistic Email Marketing with 21+ years of experience in digital marketing. International trainer & speaker.
Kath is recognised as one of the UK’s leading Email Marketers and heads up training for Econsultancy on Personalisation and Email Marketing.
Twitter: @kathpay
Author of Econsultancy’s “The Fundamentals of Email Marketing”https://econsultancy.com/reports/the-fundamentals-of-email-marketing
About Kath Pay
BIOGRAPHY
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Email Marketing Advanced You will learn how to…..
• Implement a lifecycle strategy to your programme
• Maximise your customers touch points
• Use behavioural / response-based targeting• Leverage social psychology within email• Understand the power of the nudge effect• Discover what makes your subscribers tick and
how to best apply this knowledge• Create Persona’s for your database
What the courses are all about
Email MarketingYou will learn how to…..• Grow a quality list• Improve your email templates to increase
response• Write persuasively• Design a landing page that converts• Assess current email campaign effectiveness
beyond open and click rates• Use tips & tricks regarding Subject Lines,
CTA’s and design that will allow increased conversions
• Test successfully to gain uplifts and insights
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OPEN: Converting your subscribers to open and read the email
3 CONVERSION STEPS
OPEN CLICK CONVERT
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OPEN
Subject Line Opened Clicked Converted
Win the pampering prize of a lifetime 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%
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OPEN
The question is NOT “Should the Subject line be long or short?”, but rather “Should my subject line be specific or generic?”
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Objective: Drive abandoners back to purchase products in basket.
Subject Line: Can we help?Preheader: We’ve got your bag.
OPEN
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Craft your subject lines for longitudinal wins as well as immediate wins
OPEN
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57% save the email for later48% bear the information in mind for later. 47% go to the website via another route
OPEN
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Think CURVE when crafting your subject line
OPEN
CuriosityUrgencyRelevanceValueEmotion
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Action words persuade your readers to act
Encourage action by frontloading verbs in your subject lines.
OPEN
Hubspot
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Persuasive verbsOPEN
• Choose• Improve• Increase• Avoid• Act• Boost• Build
• Capture• Explore• Ensure• Learn• Prevent• Gather• Discover
• Keep• Leverage• Maximise• Overcome• Simplify• Solve• Stop
• Succeed• Manage• Save• Conquer• Win• Unleash• Snap
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Which subject won?OPEN
Version A“[First Name] Test, track, increase your profit –start today!”
Version B“[First Name] Start tracking and optimizing your business today!”
Winner: Version B had an 88% higher open rate with a 95% confidence level
✔
Behave.org
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Write for your audience
OPEN
Brand-centric subject line:“Our sale is on! We have hundreds of items discounted! Don’t miss out!”
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Write for your audience
OPEN
Now turn this into a customer-centric subject line:• State the feature: Our sale is on!• Ask yourself “so what?”
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Write for your audience
OPEN
Customer-centric subject line:“Here’s your chance to save $! For 24 hours only. Don’t miss out on bagging yourself a bargain.”
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CLICK: Converting your subscribers to click/action the email
3 CONVERSION STEPS
OPEN CLICK CONVERT
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Research shows that more than 90% of our decisions are unconsciousDouglas van Praet, Unconscious Branding
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CLICK “Your next getaway is closer than you think. With these special offers, you can escape to your paradise, whether that’s an urban retreat, exotic adventure or anything in between. Below are some featured destinations… you have even more places to make unforgettable memories.TREAT YOURSELF TO THE GETAWAY YOU DESERVE”
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Examples of scarcity and loss aversion
CLICK
Scarcity
Scarcity
Scarcity
Loss Aversion
Loss Aversion
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CONVERT: Achieving the final conversion on the landing page
3 CONVERSION STEPS
OPEN CLICK CONVERT
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Last 24 hours of Spring Clearance – Save up to 60% with final reductions! Don’t miss out!
CONVERT
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Package things up in threes
CONVERT • Makes them memorable, actionable & sticky
• We learn from patterns• Three is the smallest pattern
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You have an objective for every email – design for this objective, not just to be aesthetically pleasing
Final thought
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Online Classroom
1. INSIGHT AND ADVICE FROM AN EXPERT PRACTIONER12 engaging video training sessions
2. CPD ACCREDITATION18 hours of CPD accreditation by the CPD Standards Office
3. ANYWHERE, ANY TIMEThe Online Classroom is mobile and table responsive
4. GET THE ANSWERS TO PRESSING QUESTIONSMonthly live Q&A sessions with the trainer (available on-demand for those who cannot attend the live sessions)
5. TEST AND BENCHMARK KNOWLEDGEEach module contains quizzes to help users measure their knowledge as they go
6. TRACK PROGRESSIONUsers can track their own progress while managers can review the development of their entire team
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Based on our most popular training course, Fast Track Digital Marketing, Econsultancy’s Online Classroom provides all the advantages of face-to-face training with the benefit of flexible learning. All accessible through an Econsultancysubscription.
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Continue your learning
Email Marketing / Email Marketing Advanced- Use promo code MWL17 and save 10% off the public training course
Online classroom
To find out more & view the full range of training options:
econsultancy.com/training
+44 (0)207 970 4167