Email is not an island
Everything that happens before AND after the email affects your results
PPC/Ad/ Banner Ad/ Social Media Landing Page Data Capture Email Programme Landing Page/ Ecommerce Site LOOK AT THE CUSTOMER JOURNEY HOLISTICALLY
LET’S TAKE A TOUCHPOINT – SEARCH/PPC
OOPS – A DISCONNECT
GROUPON – OPTIMISING SIGN UP FORM POSITION ON HOMEPAGE eyequant
52% UPLIFT IN CONVERSION!
“ENSURE THERE ARE NO DISCONNECTS “Last 24 Hours of Spring Clearance - Save up to 60% with final reductions! Don't miss out!”
You need to… • Be a persuasion architect • Be a conversion optimisation expert • Desire insights into what makes your customers tick • Be a director and using conversion-centred design principles • Be passionate about continually testing and optimising your journeys and programmes • Be desirous of delivering a holistic, unified experience for your subscribers • Be customer-centric not brand-centric
3 STEPS TO ACHIEVING AN EMAIL CONVERSION
1: OPEN Convert your subscribers to open and read the email
Stay focused on the objective of the email
WHAT ARE YOU REWARDED ON? Subject Line Opened Clicked Converted Win the pampering prize of a lifetime worth $10,000
Think CURVE when crafting a subject line
C U R V E curiosity urgency relevance value motion
“Open me quick! I expire at 6pm, payday treat”
Craft the subject line immediately after writing your objective
Encourage action by front-loading verbs in your subject line
PERSUASIVE VERBS
2: CLICK Convert your subscribers to click/action the email
The inbox is always a hive of activity
SO WRITE LIKE A JOURNALIST
YOUR AIM IS TO CONVERT THEM TO CLICK THROUGH
Engage them emotionally
Douglas van Praet Unconscious Branding “ Research shows that more than 90% of our decisions are unconscious
“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
EXPLICIT DESIGN CUE
IMPLICIT DESIGN CUE
EXPLICIT & IMPLICIT DESIGN CUES
Use Scarcity & Loss Aversion
TWO MAIN DRIVERS INNATE TO US ALL We’re more likely to act based upon loss (avoid pain) than gain (gain pleasure), because losses linger but gains are fleeting. To avoid pain To gain pleasure
Scarcity Scarcity Scarcity Loss Aversion Loss Aversion
3: CONVERT Achieve the final conversion on the landing page
Minimise the distractions
31% increase in downloads Unbounce
Be specific to the next action within your call-to-actions
REPLACED “BUY NOW” WITH “ADD TO BASKET” 17% increase in basket adds
Prime them with Anchoring
500% INCREASE IN CLICK THROUGHS Copyhackers
2. ANDY WYATT
Product Marketing Manager, Kissmetrics
An Email Marketing industry veteran and thought-
leader, Kath is a sought-after expert author,
contributor, conference speaker and trainer.
KATH PAY
CEO & Founder, Holistic Email Marketing
@kathpay
13. “ENSURE THERE ARE NO DISCONNECTS
“Last 24 Hours of Spring Clearance - Save up to 60%
with final reductions! Don't miss out!”
14. 7 NECESSARY INGREDIENTS FOR A HOLISTIC APPROACH
You need to…
• Be a persuasion architect
• Be a conversion optimisation expert
• Desire insights into what makes your customers tick
• Be a director and using conversion-centred design
principles
• Be passionate about continually testing and optimising
your journeys and programmes
• Be desirous of delivering a holistic, unified experience
for your subscribers
• Be customer-centric not brand-centric
18. WHAT ARE YOU REWARDED ON?
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%
33. “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”
39. TWO MAIN DRIVERS INNATE TO US ALL
We’re more likely to act based upon loss (avoid pain) than gain (gain
pleasure), because losses linger but gains are fleeting.
To avoid pain To gain pleasure
48. IN SUMMARY
Recognise that the actual email is only part of what is
involved in email marketing
Ensure your subscribers have a smooth & seamless
customer journey
Grab your Director’s hat – and direct them through
the path conversion
Remember that if your subscriber’s achieve their
objective – then you achieve yours – so be customer-
centric