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Email Marketing: How to reap the rewards of taking a holistic approach

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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

Publicado en: Marketing
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Email Marketing: How to reap the rewards of taking a holistic approach

  1. 1. Email Marketing: How to Reap the Rewards of Taking a Holistic Approach KATH PAY
  2. 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
  3. 3. @Holisticemail #KissWebinar @kathpay
  4. 4. 1 What is Holistic Email Marketing? 2 Necessary Ingredients for the Holistic Approach 3 3 Steps to Gaining Email Conversions TABLE OF CONTENTS
  5. 5. WATCH WEBINAR RECORDING NOW
  6. 6. Email is not an island
  7. 7. Everything that happens before AND after the email affects your results
  8. 8. PPC/Ad/ Banner Ad/ Social Media Landing Page Data Capture Email Programme Landing Page/ Ecommerce Site LOOK AT THE CUSTOMER JOURNEY HOLISTICALLY
  9. 9. LET’S TAKE A TOUCHPOINT – SEARCH/PPC
  10. 10. OOPS – A DISCONNECT
  11. 11. GROUPON – OPTIMISING SIGN UP FORM POSITION ON HOMEPAGE eyequant
  12. 12. 52% UPLIFT IN CONVERSION!
  13. 13. “ENSURE THERE ARE NO DISCONNECTS “Last 24 Hours of Spring Clearance - Save up to 60% with final reductions! Don't miss out!”
  14. 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
  15. 15. 3 STEPS TO ACHIEVING AN EMAIL CONVERSION
  16. 16. 1: OPEN Convert your subscribers to open and read the email
  17. 17. Stay focused on the objective of the email
  18. 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%
  19. 19. Think CURVE when crafting a subject line
  20. 20. C U R V E uriosity rgency elevance alue motion
  21. 21. “Open me quick! I expire at 6pm, payday treat”
  22. 22. Craft the subject line immediately after writing your objective
  23. 23. Encourage action by front-loading verbs in your subject line
  24. 24. PERSUASIVE VERBS •  Choose •  Improve •  Increase •  Avoid •  Act •  Boost •  Build •  Keep •  Leverage •  Maximise •  Overcome •  Simplify •  Solve •  Stop •  Gather •  Succeed •  Manage •  Save •  Conquer •  Win •  Capture •  Explore •  Ensure •  Learn •  Prevent •  Discover •  Unleash
  25. 25. 2: CLICK Convert your subscribers to click/action the email
  26. 26. The inbox is always a hive of activity
  27. 27. SO WRITE LIKE A JOURNALIST
  28. 28. YOUR AIM IS TO CONVERT THEM TO CLICK THROUGH
  29. 29. Engage them emotionally
  30. 30. Douglas van Praet Unconscious Branding “ Research shows that more than 90% of our decisions are unconscious
  31. 31. “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”
  32. 32. Use Directional Design Cues
  33. 33. EXPLICIT DESIGN CUE
  34. 34. IMPLICIT DESIGN CUE
  35. 35. EXPLICIT & IMPLICIT DESIGN CUES
  36. 36. Use Scarcity & Loss Aversion
  37. 37. 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
  38. 38. Scarcity Scarcity Scarcity Loss Aversion Loss Aversion
  39. 39. 3: CONVERT Achieve the final conversion on the landing page
  40. 40. Minimise the distractions
  41. 41. 31% increase in downloads Unbounce
  42. 42. Be specific to the next action within your call-to-actions
  43. 43. REPLACED “BUY NOW” WITH “ADD TO BASKET” 17% increase in basket adds
  44. 44. Prime them with Anchoring
  45. 45. 500% INCREASE IN CLICK THROUGHS Copyhackers
  46. 46. 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
  47. 47. LOG IN WITH GOOGLE Start Your Free Kissmetrics Trial
  48. 48. KATH PAY CEO & Founder, Holistic Email Marketing @kathpay kath@holisticemail.com ANDY WYATT Product Marketing Manager, Kissmetrics awyatt@kissmetrics.com Questions?

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