Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
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Transcript of Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
7 #ps to ge*ng your subscribers to ac#on your emails Kath Pay | @kathpay eCRM & Email Marke#ng Consultant
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Your presenter – Kath Pay
• 13+ years of experience in email marke#ng
• Email Marke#ng Consultant, Trainer & Speaker
• Lead trainer for Email Marke#ng for Econsultancy & the IDM in the UK @kathpay
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
About Plan to Engage
• eCRM & Email Marke#ng Strategy
• Email Design & Coding • Deliverability Support • Email Vendor Selec#on • Conversion Op#misa#on
• Workshops & Training Courses
www.PlanToEngage.com
For every $92 spend acquiring customers, only $1 is spent on conversion rate op#misa#on
#1. Focus on your objec#ve
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
If you don’t know where you’re going……… how can you take your subscriber there?
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Be clear about your goals
• Do you want more subscribers? • Do you want more online sales? • Do you want more (qualified) leads? • Do you want more registra4ons? • Do you want more …
DEFINE YOUR CAMPAIGN (MICRO) AND OVERALL (MACRO) EMAIL PROGRAM GOALS UPFRONT!
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
…and focus on them
#2. Carefully Crac your Subject Line
Spend 80% cracing your headline and 20% wri#ng the copy
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Some Subject Line #ps
1. Be useful and ultra specific – make sure it’s relevant and useful for your customers
2. Be visually different – make you subject stand out visually by trying square brackets, symbols etc
3. Use #mely topics and urgency that are top of mind, and use urgency
4. Use a call-‐to-‐ac#on (CTA) by asking a ques#on 5. Test your subject lines so you can repeat what
works best
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Effec4ve Subject Lines Rule of 2: Front-‐Load your Subject Lines
#3. Maximise the Golden Real-‐Estate
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Which Preview Pane? B2B -‐ Outlook
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Design for the Golden Real-‐Estate
#4. Become the Director!
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Guide them – use design, copy, imagery….
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Set your customers a task
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
But don’t overwhelm them….
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Hicks Law -‐ Choice is demo#va#ng.
Professor Lyengar -‐ author of The Art of Choosing
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Leverage the Rule of 3
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Rule of 2 in ac#on 1. Heading and subhead copy cri4cal • First 2-‐3 words most important
• First 2 lines in a paragraph • Make hyperlinked
2. Readers scan down the leW of an Email
3. First part of paragraph important • F shape eyetrack
#5. Be persuasive
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Ac#on words persuade your readers to act
Hubspot
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Persuasion doesn’t have to be salesy
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Understand the difference between Pull & Push channel
Web Email
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Make the CTA appropriate to where they’re at in the buying cycle
A B
+301%
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Be specific
A B
+230%
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
What’s the value of a mint?
One mint with bill: #p rises 3.3%
Two mints with bill: #p rises 14%
One mint + personal mint: #p rises 23%
No mints = control
Robert Cialdini – 6 Principles of Persuasion
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Hook them in with storytelling
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
This is how we communicate….
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Leverage emo#ons: A Tale of 2 Chickens
Plump Chicken Skinny Chicken
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
The Study
• Audience was told that plump chicken was a natural chicken and that the skinny chicken was gene#cally engineered
• Half the audience was told that natural chickens were healthy but less tasty and that the gene#cally engineered chickens were tasty
• The other half of the audience were told the opposite
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
The results
• Both sets expressed a preference for the natural chicken but their jus#fica#ons were different….
• The first group claimed it was because they valued health above taste
• The second group said it was because taste was more important.
• Neither group seemed to jus#fy their choice based on how they felt about the chicken's looks. They felt compelled to jus#fy their emo#onal choices with non-‐emo#onal reasons,
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Engage their emo#ons first
• We make decisions based upon emo#ons • But we try and ra#onalise our jus#fica#on for the decision
• Therefore, engage their emo#ons first, then they will come up with a ra#onal jus#fica#on to support their decision.
• Once they’ve made a decision (based upon emo#on) it’s harder for them to backpedal.
• Their thinking falls in line with their emo#ons.
#6. Use images wisely
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Images can be powerful – make them count
Source: Neuromarke#ng
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Always posi#on towards the Call-‐To-‐Ac#on
Source: Neuromarke#ng
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Provide guidance – visual clues
#7. Test and op#mise con#nually!
Only 42% of online retailers perform copy op#misa#on
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Greater ROI for those who test
Proportion of companies reporting ‘excellent’ or ‘good’ ROI
Over twice as likely (118%) to report “excellent” or “good” ROI
37%
81%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Don't test Regular Test regularly
Source: Econsultancy’s Email Marke#ng Census 2012
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Subject A/B test
• B had 58.9% higher open rate • B had 279% increase in webinar registra#ons
A Jan 25 webinar: Webcas#ng High-‐Profile Events
B Jan 25 webinar: Enterprise Webcas#ng for High-‐Profile Events
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Test your automated processes!
• A increased total orders by 21% • And revenue by 35% • Even though A had a 10.5% lower open rate than B • *Sent 50/50 split test over 4 weeks to abandoners.
A Reminder: Items Saved in Your Cart – Shop Now for an Extra 10% off
B Come back and Save an Extra 10%
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Measure the correct metric
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Sta#s#cal Confidence Tools • Sample Size Calculator • hyp://www.raosoc.com/samplesize.html • Email Tool • hyp://www.emarke#ngdynamics.com/email-‐test-‐sample-‐size-‐calculator.asp
• Landing Page tool • hyp://mystatscalc.com/ • (Ball park: Aim for 1000 page views per varia#on)
Ques#ons? Kath Pay @kathpay [email protected] www.linked.com/in/kathpay