Big Wins from the Inbox: Email Strategies to Get More Conversions
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Transcript of Big Wins from the Inbox: Email Strategies to Get More Conversions
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Big Wins from the Inbox: Email Strategies to Get More Conversions
Ellie MirmanVP Marketing, Toast@ellieeille
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Source: Custora via Optimizely
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15 Tips to Improve Your Email Marketing Results
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The Simple Things That Make a Big Difference
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Have a Clear Call-to-Action
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Email with single call to action increased clicks 371% and sales 1617%
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Keep Your Segmentation Simple
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0% 20% 40% 60% 80% 100%
Abuse Reports
Unsubscribes
Clicks
Opens
% Improvement in Email Performance Metrics for Segmented Emails
Activity Segmentation
Interest Group Segmentation
Date Segmentation
Merge Field Segmentation
Overall
Source: MailChimp Research June 2015
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Align Content with the Funnel Stages
Customer
Visit
Opportunity
Lead
Prospect
MQL
Top educational gated content
Product education with next step
Responses/alerts based on actions
Content resources for sales
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Widen the Funnel & Replenish Your List
2.1% of your contact data goes bad every month.-MarketingSherpa
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Focus on Value – WIIFM?
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60% Average landing page conversion rate
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73%Conversion Rate
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Build an Opt-In List
Source: Omnivore, MailChimp’s anti-abuse system
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Run Big and Varied Tests
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Many Elements to Test…• Offer
• Topic• Format• Length/Size• Name
• Landing Page• Description• Length• Image/Preview• Form Placement• Number of Form Fields• Which Form Fields• Form “Submit” Button Text
• Sender Name/Address• Consistent vs. Changing• Person vs. Company• Category-Related Name
• Audience• Interest• Persona• Recency or Level of Engagement• Other Demographics• Lifecycle Stage
• Format• Plain Text vs. HTML• Content in Text vs. Images• Number of Calls to Action• Length of Email
• Timing & Frequency• Day of Week• Time of Day• Triggered by Behavior• Timing Around Event• Frequency
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Choose Simple but Critical Metrics
• Running a demand gen campaign? Measure leads
• Launching a nurture stream? Measure the impact on close rate
• Testing content? Measure CTR or download rate
• Using email to support Marketing’s end goal? Measure revenue
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The Unexpected Things That Can Drive Results
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Use One Channel to Build the Other
Use email to amplify social and search.
Use LinkedIn to build your email list.
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Use TOFU for MOFU, MOFU for TOFU
Solve for TOFU with MOFU
Solve for MOFU with TOFU
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Test Best Practices
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Source: HubSpot Science of Email Marketing
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Source: HubSpot Science of Email Marketing
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The Complementary Things That Can Matter Even More
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Complement Email with Other Channels
Retargeting Social Website Events Phone
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Matching website banner to email increased revenue per campaign by 10%
Source: MarketingSherpa
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Optimize the Landing Page
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Remember To Do Internal Marketing
Sales Enablement Leadership Updates
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Comarketing & Social Updates
Experiment with Other Email Types
Dedicated Offer Email
Thank You / Confirmation
AbandonmentNurturing
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When you’re putting together your email campaign, remember…
ü The Simple Things That Make a Big Difference
ü The Unexpected Things That Can Drive Results
ü The Complementary Things That Can Matter Even More
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thank you
Ellie MirmanVP Marketing, Toast
all-in-one restaurant management platformwww.toasttab.com
twitter.com/ellieeillelinkedin.com/in/elliemirman