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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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


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


3 Conversion Steps

OPEN CLICK CONVERT


OPEN: Converting your subscribers to open and read the email

3 CONVERSION STEPS

OPEN CLICK CONVERT


Stay focused on the objective of the email

OPEN


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%


OPEN

The question is NOT “Should the Subject line be long or short?”, but rather “Should my subject line be specific or generic?”


Craft your subject line immediately after writing your objective.

OPEN


Objective: Drive abandoners back to purchase products in basket.

Subject Line: Can we help?Preheader: We’ve got your bag.

OPEN


Make it count! Most people will only see the subject line

OPEN


Even an unopened email has value

OPEN


Craft your subject lines for longitudinal wins as well as immediate wins

OPEN


57% save the email for later48% bear the information in mind for later. 47% go to the website via another route

OPEN


Think CURVE when crafting your subject line

OPEN

CuriosityUrgencyRelevanceValueEmotion


“Open me quick! I expire at 6pm, payday treat”

OPEN


Action words persuade your readers to act

Encourage action by frontloading verbs in your subject lines.

OPEN

Hubspot


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


Verbs in actionOPEN


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


Leverage the strengths of email as a push channel

OPEN


Write for your audience

OPEN

Brand-centric subject line:“Our sale is on! We have hundreds of items discounted! Don’t miss out!”



OPEN

Now turn this into a customer-centric subject line:• State the feature: Our sale is on!• Ask yourself “so what?”



OPEN

Customer-centric subject line:“Here’s your chance to save $! For 24 hours only. Don’t miss out on bagging yourself a bargain.”


CLICK: Converting your subscribers to click/action the email

3 CONVERSION STEPS

OPEN CLICK CONVERT


Write like a journalist

CLICK


CLICK


Engage them emotionally

CLICK


Research shows that more than 90% of our decisions are unconsciousDouglas van Praet, Unconscious Branding


CLICK


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”


→ Use directional design cues ←

CLICK


Explicit design cue

CLICK


Implicit design cue

CLICK


Use scarcity & loss aversion

CLICK


Two main drivers innate to us allCLICK

To avoid pain To gain pleasure


Examples of scarcity and loss aversion

CLICK

Scarcity

Scarcity

Scarcity

Loss Aversion

Loss Aversion


CONVERT: Achieving the final conversion on the landing page

3 CONVERSION STEPS

OPEN CLICK CONVERT


Ensure there are no disconnects

CONVERT


Last 24 hours of Spring Clearance – Save up to 60% with final reductions! Don’t miss out!

CONVERT


CONVERT

Minimise the distractions


31% increase in downloads

CONVERT


Be specific with the next action within your call to action

CONVERT


17% increase in basket adds

Replace “Buy now” with “Add to basket”

CONVERT


Leverage the Rule of Three

CONVERT


Package things up in threes

CONVERT • Makes them memorable, actionable & sticky

• We learn from patterns• Three is the smallest pattern


You have an objective for every email – design for this objective, not just to be aesthetically pleasing

Final thought

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Thanks for your time!

Any questions?


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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[email protected]

+44 (0)207 970 4167

3 steps to increasing your email marketing conversions

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