SHERPA & the Nottingham experience Bill Hubbard SHERPA Manager University of Nottingham.
Marketing Sherpa 2015
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Transcript of Marketing Sherpa 2015
![Page 1: Marketing Sherpa 2015](https://reader030.fdocuments.us/reader030/viewer/2022032421/55a85dfc1a28abb40b8b48d4/html5/thumbnails/1.jpg)
Key Insights
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1. Determine Mental LeversFlint McGlaughlin Managing Director, MECLABS Institute
Decision) Motion is incited by the mental lever: to humanize our emails, we need to discover the key point that motivates the customer to take action
• Marketers are NOT thinking through the mental lever of what will make the recipient ACT, instead they are simply creating copy
• You should be optimizing a thought sequence, NOT an email
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Jonah Berger, Marketing Professor, The Wharton School
• Social Currency- The things we say and the things we share, effect how people see us
• How can you make subscribers feel like insiders? Smart, special, and in-the-know?
• Find the inner remarkability
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Jonah Berger, Marketing Professor, The Wharton School
• (Mental) Triggers- Top-of-mind means tip-of-tongue
• Cheerios is top of mind at breakfast time
• What is your peanut butter?!
• Emotion- When we care, we share.
• (Engaging) Stories
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2. Eliminate ConfusionLive Email Optimization | Flint McGlaughlin Managing Director, MECLABS Institute• Find the mental lever for a better subject line- What is the benefit?
• Remove images or input an image that is related to the content. An image in an email should seize the tension or support the value proposition.
• Shorten the content and include bullet points for a better eye path. A paragraph in an email should not be any longer than 3 sentences.
• Headlines should be complete sentences. Make sure your headline and sub-header have meaning. If they have no meaning, they have no message. If there is no message, there will be no response.
• Change the CTA to match the exact position they are at in the sales process. Example: “Start my free 2-week trial” is too committing. “Learn About Our Free 2-Week Preview” is much better.
• Don’t have too many links or CTAs. Multiple options typically divide responses and decrease conversion.
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Segmentation: 101-401Ryan Phelan, Vice President, Global Shared Services
101- Segment by purchasers• What have they purchased in the past that’s related to other products?
201- Segment by one attribute by the individual
• Male/Female
301- Transactional emails
• Email receipt with “Those who bought
what you bought also bought ‘x’.”
401- Valhalla Marketing -----
• Use information to group customers
together
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Content Demystified: What content is making you look bad?Jessica Best, Digital Marketing Evangelist, emfluence
1. Pass the duck test
You quack like spam:
• FREE FREE FREE
• Marketing, Pharma, Money
• $ % !!!
• ALL CAPS
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Content Demystified: What content is making you look bad?
2. Your code is sloppy
• Errors in the code, unpaired tags
• Pasting from Microsoft Word
3. If your email looks empty:
• All image, no text = ‘empty’
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Design is CommunicationJustine Jordan, Marketing Director Litmus
2 1/2 lessons
1. White space (or negative space) = BREATHING ROOM
• Use the 'rule of thumb'- 40-60 pixels between elements
• Sets the tone & improves comprehension
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Design is communication
2. Hierarchy has to do with order, number and scale of the elements in your message
• Influence user behavior & guide subscriber to click
• Enhance comprehension
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Design is communication
2 1/2 lessons
2.5. Be consistent with styling- Start with your headline, what you're comfortable with and go down 4 px from there
• Headlines - 22px+
• Subheads - 18-20px
• Body copy - 13px min; 15-16px is better
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3. Test like a BAWSE!
The EXPERTS you need to consult are your CUSTOMERS.
• Research Question- Find your ‘which’ question• Helps identify an alternative (treatment) that performs better
Example: What is the best headline for my landing page?
Instead: Which one of these three headlines words best for my landing page?
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Hypothesis
The goal of all customer research is to enable the marketer to predict customer behavior.
Which Why What
Customer Behavior Customer Theory
Which headline will generate a higher response What does my customer want the most
Which testimonial will generate the most response What makes my customer especially anxious?
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Control vs. Treatment
• Control = Original email
• Treatment = Changed email
• Variable – What changes?
• Values- How it changes?
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MECLABS TEST PROTOCAL TOOL TIME