Topic: 7 tips to getting your subscribers to action your emails Key Takeaways: Know your objective Creating a Persuasive Subject Line Designing for the Preview Pane Optimising the oft-neglected Call to Action Using images to support your objective

1. 7
#ps
to
ge*ng
your
subscribers
to
ac#on
your
emails
Kath
Pay
|
@kathpay
eCRM
&
Email
Marke#ng
Consultant

2. ©2013
Plan
To
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reserved
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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

3. ©2013
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To
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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

4. For
every
$92
spend
acquiring
customers,
only
$1
is
spent
on
conversion
rate
op#misa#on

5. #1.
Focus
on
your
objec#ve

6. ©2013
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To
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If
you
don’t
know
where
you’re
going………
how
can
you
take
your
subscriber
there?

7. ©2013
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To
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reserved
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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!

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…and
focus
on
them

9. #2.
Carefully
Crac
your
Subject
Line

10. Spend
80%
cracing
your
headline
and
20%
wri#ng
the
copy

11. ©2013
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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

12. ©2013
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Effec4ve
Subject
Lines
Rule
of
2:
Front-­‐Load
your
Subject
Lines

13. #3.
Maximise
the
Golden
Real-­‐Estate

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Which
Preview
Pane?
B2B
-­‐
Outlook

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Design
for
the
Golden
Real-­‐Estate

16. #4.
Become
the
Director!

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Guide
them
–
use
design,
copy,
imagery….

18. ©2013
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Set
your
customers
a
task

19. ©2013
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But
don’t
overwhelm
them….

20. ©2013
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Hicks
Law
-­‐
Choice
is
demo#va#ng.
Professor
Lyengar
-­‐
author
of
The
Art
of
Choosing

21. ©2013
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Leverage
the
Rule
of
3

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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

23. #5.
Be
persuasive

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Ac#on
words
persuade
your
readers
to
act
Hubspot

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Persuasion
doesn’t
have
to
be
salesy

26. ©2013
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Understand
the
difference
between
Pull
&
Push
channel
Web
Email

27. ©2013
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Make
the
CTA
appropriate
to
where
they’re
at
in
the
buying
cycle
A B
+301%

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Be
specific
A B
+230%

29. ©2013
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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

30. ©2013
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Hook
them
in
with
storytelling

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This
is
how
we
communicate….

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Leverage
emo#ons:
A
Tale
of
2
Chickens
Plump Chicken Skinny Chicken

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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

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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,

35. ©2013
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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.

36. #6.
Use
images
wisely

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Images
can
be
powerful
–
make
them
count
Source:
Neuromarke#ng

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Always
posi#on
towards
the
Call-­‐To-­‐Ac#on
Source:
Neuromarke#ng

39. ©2013
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Provide
guidance
–
visual
clues

40. #7.
Test
and
op#mise
con#nually!

41. Only
42%
of
online
retailers
perform
copy
op#misa#on

42. ©2013
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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 RegularTest
regularly
Source:
Econsultancy’s
Email
Marke#ng
Census
2012

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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

44. ©2013
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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%

45. ©2013
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Measure
the
correct
metric

46. ©2013
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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)

47. Ques#ons?
Kath
Pay
@kathpay
Kath@PlanToEngage.com
www.linked.com/in/kathpay