Emails that Create Deep Connections
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TIM WATSON Email Marketing Consultant 19 th March 2014 Emails that Deeply Connect and Delight
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Behavioral science provides insight into how the brain works. Understand these insights and create marketing emails that connect more deeply with customers. The slides look at theory and real world email examples that you can use for inspiration.
Transcript of Emails that Create Deep Connections
TIM WATSONEmail Marketing Consultant
19th March 2014
Emails that Deeply Connect and Delight
If you’ve been given an envelope
• Open it• Answer the question –
don’t show to others• Stuff the answer back in• Hold it up to be collected
A Little About Me
What is the most Sensitive Part of your Body?
Every Email Must Answer Four Questions
• Who is this from?• What’s it about?• Why should I care?• What should I do next?
?
How Old was Gandhi when he Died?
Did Mahatma Gandhi die before or after the age of 9?
How old was Mahatma Gandhi when he died?
Did Mahatma Gandhi die before or after the age of 140?
How old was Mahatma Gandhi when he died?
Subject lines frame the message
Subject A: Are we still welcome in your inbox?
Subject B: Was it something we said?
Ratio of clicks between the two
buttons..Subject A: 6.5xSubject B: 2.8x
Email body containing two calls to action
Obama Frankenstein Tests
How do we make choices?
Option A
Option B
.
.
Ugly Tom and Ugly Jerry
Modified Jerry
Modified Tom
Subscribe to The Economist
• Option 1, One Year Online Subscription – $59
• Option 2, One Year Print Subscription – $125
• Option 3, One Year Print & Online Subscription – $125
Sensible – middle option is a dud
• Option 1, One Year Online Subscription – $59
• Option 2, One Year Print Subscription – $125
• Option 3, One Year Print & Online Subscription – $125 84%
0%
16%
Source: Dan Ariely
Remove the bad option
• Option 1, One Year Online Subscription – $59
• Option 2, One Year Print & Online Subscription – $125 32%
68%
Previously 84%
Protect the environment
messaging
Do like other hotel guests and
recycle
Protect the environment
messaging
Do like other hotel guests and
recycle
35%
44%
20% more
Arizona Petrified Forest
Many past visitors have removed the petrified wood from the park, destroying the natural state of the Petrified Forest
Jam and Choice
Choice of 24 jams
Choice of 6 jams
50% more people taste
3%buy
30%buy
Source: MarketingSherpa
42% click increase
Are More Benefits More Powerful?Shampoo X makes hair...• Cleaner• Stronger• Healthier• Softer• Shinier• Fuller
Shampoo X makes hair...• Cleaner• Stronger• Healthier
or
Cookie Tasting
Source: Worchel, Lee, Adewole
A B
Any money that you donate will go to Rokia, a seven-year-old girl who lives in Mali in Africa. Rokia is desperately poor and faces a threat of severe hunger, even starvation. Her life will be changed for the better as a result of your financial gift. With your support, and the support of other caring sponsors, Save the Children will work with Rokia's family and other members of the community to help feed and educate her, and provide her with basic medical care
Food shortages in Malawi are affecting more than three million children. In Zambia, severe rainfall deficits have resulted in a 42% drop in maize production from 2000. As a result, an estimated three million Zambians face hunger. Four million Angolans — one-third of the population — have been forced to flee their homes. More than 11 million people in Ethiopia need immediate food assistance.
$2.38
$1.14
Human interest or big picture data?
&
Questions?Let’s Connect
Follow Me Twitter: @tawatsonEmail [email protected]
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