Flickr:
Anatomy of an Email and
Improving Conversion
6 Parts of the Human Body
1. Head (Hair)
2. Face (Eyes, Nose, Mouth)
3. Neck & Upper Body
4. Abdomen (Guts)
5. Legs
6. Fee...
6 Parts of an Email (things to test)
1. Unsubscribe button/link
2. Share With Your Network
3. Day of Week
4. Time of Day
5...
Flickr:
From Name
/ Subject
Line
1. David Axelrod: Who is David? (also too long)
2. concierge: Am I at a hotel?
3. register.welcome: Lazy. Lazy. Lazy.
4. d...
Perfect. Why? Simple. Company
name.
Good From Names
1. Don’t miss this: Spammy!
2. A Message from…: I still don’t know who Tim Westergren is.
3. Your upcoming…: Use the data ...
1. WEEKEND CLOSEOUTS…: It works. Trust me (they test)
2. 9 hours only!...: Sense of urgency.
3. Save up to 87%: Random num...
Subject Line Testing
A|B Split Subject Line Testing
2 creatives x 2 subject lines = 4 tests
Taguchi Multivariate Testing
More details on Taguchi Multivariate testing, visit t...
More details on choosing subject line, visit the Blue Sky Factory Blog
Preheade
r
Too much preheader
No preheader
Preheaders
• (2) Calls-to-action
• Mobile/Text
• View with Images
• Fun icons
• Bonus: “secondary preheader” above navigation
bar
Goo...
Flickr: jitze1942
Header, Navigation, Hook
The Bad
Inbox Preview/Rendering Testing
Inbox Preview/Rendering Testing
• Header: Weak
• Navigation: None.
• Hook: Appears to be “Hello DJ.”
The Bad
Fabric.com email – Images Off
The Good
Fabric.com email – Images On
Main Call-To-Action
The Bad
Yes.
We realize we have way
more slides than we can
possibly run through in the
time we have together
today.
The Good
For these & other testing examples, visit Chad White’s Retail Email Blog
Copy / Imagery Testing
Copy Testing: Publishers Clearing House
Copy Testing: Marketing Over Coffee
(Before)
Copy Testing: Marketing Over Coffee (After)
<< Previous Template
• One column with list
format which created a
very long template
• Not enough imagery to
break up bod...
Flickr: ilesh
All of the
other stuff
The Bad
Image: RetailEmailBlog
The Good
Image: RetailEmailBlog
The Good
Flickr: vernhart
Footer
The Bad
The Good
Conversion Optimizers
• Segmentations
• Auto-responders
• Landing pages
Flickr:
horiavarlan
41
Segmentation
42
Segmentation
43
Segmentation
44
Segmentation
45
Automated Time Based Campaign – Sample **30 Day Coupon
Triggered on Day 10 Triggered on Day 20
Time-Based Auto Responder
Triggered on Day 2
Time-Based Auto Responder
Triggered on Day 10
Landing Pages
REMEMBER!
You can’t improve what you don’t
measure!
(Measure everything)
Anatomy of an Email and Improving
Conversion
Thanks!
The Anatomy of an Email & Improving Conversions
The Anatomy of an Email & Improving Conversions
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The Anatomy of an Email & Improving Conversions

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The Anatomy of an Email & Improving Conversions

  1. 1. Flickr: Anatomy of an Email and Improving Conversion
  2. 2. 6 Parts of the Human Body 1. Head (Hair) 2. Face (Eyes, Nose, Mouth) 3. Neck & Upper Body 4. Abdomen (Guts) 5. Legs 6. Feet & Toes 6 Parts of an Email 1. Preheader 2. From Name/Subject Line 3. Header, Navigation, Hook 4. Main Call-to-Action 5. “Other Stuff” 6. Footer Anatomy of an Email Flickr: patrlynch
  3. 3. 6 Parts of an Email (things to test) 1. Unsubscribe button/link 2. Share With Your Network 3. Day of Week 4. Time of Day 5. Frequency 6. Copy / Imagery 7. Rendering 8. Conversion Optimizers Other things to test 1. Preheader 2. From Name/Subject Line 3. Header, Navigation, Hook 4. Main Call-to-Action 5. “Other Stuff” 6. Footer Improve Conversions (Testing)
  4. 4. Flickr: From Name / Subject Line
  5. 5. 1. David Axelrod: Who is David? (also too long) 2. concierge: Am I at a hotel? 3. register.welcome: Lazy. Lazy. Lazy. 4. data: Oops (see #3) 5. tim.westergen: I don’t know who that is. Do you? Bad From Names
  6. 6. Perfect. Why? Simple. Company name. Good From Names
  7. 7. 1. Don’t miss this: Spammy! 2. A Message from…: I still don’t know who Tim Westergren is. 3. Your upcoming…: Use the data you have. 4. Your receipt…: See #1 and #3. 5. TwitBacks Newsletter: Boooooring. 6. EasyUpdate…: I have no idea what that is? Brand? 7. djwaldow…: Be careful with first name personalization. Bad Subject Lines
  8. 8. 1. WEEKEND CLOSEOUTS…: It works. Trust me (they test) 2. 9 hours only!...: Sense of urgency. 3. Save up to 87%: Random number is catchy. 4. Miles or discount…: Intriguing. I have a choice? 5. 3 Minutes, 52 Seconds: Interest piqued (think: video) 6. REI Subscriber Exclusive…: Exclusivity. Good Subject Lines
  9. 9. Subject Line Testing
  10. 10. A|B Split Subject Line Testing
  11. 11. 2 creatives x 2 subject lines = 4 tests Taguchi Multivariate Testing More details on Taguchi Multivariate testing, visit the Blue Sky Factory Blog
  12. 12. More details on choosing subject line, visit the Blue Sky Factory Blog
  13. 13. Preheade r
  14. 14. Too much preheader No preheader Preheaders
  15. 15. • (2) Calls-to-action • Mobile/Text • View with Images • Fun icons • Bonus: “secondary preheader” above navigation bar Good Preheaders
  16. 16. Flickr: jitze1942 Header, Navigation, Hook
  17. 17. The Bad
  18. 18. Inbox Preview/Rendering Testing
  19. 19. Inbox Preview/Rendering Testing
  20. 20. • Header: Weak • Navigation: None. • Hook: Appears to be “Hello DJ.” The Bad
  21. 21. Fabric.com email – Images Off The Good Fabric.com email – Images On
  22. 22. Main Call-To-Action
  23. 23. The Bad
  24. 24. Yes. We realize we have way more slides than we can possibly run through in the time we have together today.
  25. 25. The Good
  26. 26. For these & other testing examples, visit Chad White’s Retail Email Blog Copy / Imagery Testing
  27. 27. Copy Testing: Publishers Clearing House
  28. 28. Copy Testing: Marketing Over Coffee (Before)
  29. 29. Copy Testing: Marketing Over Coffee (After)
  30. 30. << Previous Template • One column with list format which created a very long template • Not enough imagery to break up body copy. New Template >> • Two column format allows for a shorter template and clear calls to action • Breaking body copy up with imagery allows readers to move through the template more easily Creative Testing: Thinkfinity
  31. 31. Flickr: ilesh All of the other stuff
  32. 32. The Bad
  33. 33. Image: RetailEmailBlog The Good
  34. 34. Image: RetailEmailBlog The Good
  35. 35. Flickr: vernhart Footer
  36. 36. The Bad
  37. 37. The Good
  38. 38. Conversion Optimizers • Segmentations • Auto-responders • Landing pages Flickr: horiavarlan
  39. 39. 41 Segmentation
  40. 40. 42 Segmentation
  41. 41. 43 Segmentation
  42. 42. 44 Segmentation
  43. 43. 45 Automated Time Based Campaign – Sample **30 Day Coupon Triggered on Day 10 Triggered on Day 20 Time-Based Auto Responder
  44. 44. Triggered on Day 2 Time-Based Auto Responder Triggered on Day 10
  45. 45. Landing Pages
  46. 46. REMEMBER! You can’t improve what you don’t measure! (Measure everything)
  47. 47. Anatomy of an Email and Improving Conversion Thanks!
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