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The Anatomy of an Email & Improving Conversions

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    The Anatomy of an Email & Improving Conversions The Anatomy of an Email & Improving Conversions Presentation Transcript

    • Anatomy of an Email and Improving Conversion Flickr:
    • Anatomy of an Email 6 Parts of the Human Body 6 Parts of an Email 1. Head (Hair) 1. Preheader 2. Face (Eyes, Nose, Mouth) 2. From Name/Subject Line 3. Neck & Upper Body 3. Header, Navigation, Hook 4. Abdomen (Guts) 4. Main Call-to-Action 5. Legs 5. “Other Stuff” 6. Feet & Toes 6. Footer Flickr: patrlynch
    • Improve Conversions (Testing) 6 Parts of an Email (things to test) Other things to test 1. Preheader 1. Unsubscribe button/link 2. Share With Your Network 2. From Name/Subject Line 3. Day of Week 3. Header, Navigation, Hook 4. Time of Day 4. Main Call-to-Action 5. Frequency 6. Copy / Imagery 5. “Other Stuff” 7. Rendering 6. Footer 8. Conversion Optimizers
    • From Name / Subject Line Flickr:
    • Bad From Names 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?
    • Good From Names Perfect. Why? Simple. Company name.
    • Bad Subject Lines 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.
    • Good Subject Lines 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.
    • Subject Line Testing
    • A|B Split Subject Line Testing
    • Taguchi Multivariate Testing 2 creatives x 2 subject lines = 4 tests More details on Taguchi Multivariate testing, visit the Blue Sky Factory Blog
    • More details on choosing subject line, visit the Blue Sky Factory Blog
    • Preheade r
    • Preheaders No preheader Too much preheader
    • Good Preheaders • (2) Calls-to-action • Mobile/Text • View with Images • Fun icons • Bonus: “secondary preheader” above navigation bar
    • Flickr: jitze1942 Header, Navigation, Hook
    • The Bad
    • Inbox Preview/Rendering Testing
    • Inbox Preview/Rendering Testing
    • The Bad • Header: Weak • Navigation: None. • Hook: Appears to be “Hello DJ.”
    • The Good Fabric.com email – Images Off 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
    • Copy / Imagery Testing For these & other testing examples, visit Chad White’s Retail Email Blog
    • Copy Testing: Publishers Clearing House
    • Copy Testing: Marketing Over Coffee (Before)
    • Copy Testing: Marketing Over Coffee (After)
    • Creative Testing: Thinkfinity << 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
    • All of the other stuff Flickr: ilesh
    • The Bad
    • The Good Image: RetailEmailBlog
    • The Good Image: RetailEmailBlog
    • Flickr: vernhart Footer
    • The Bad
    • The Good
    • Conversion Optimizers • Segmentations • Auto-responders • Landing pages Flickr: horiavarlan
    • Segmentation 41
    • Segmentation 42
    • Segmentation 43
    • Segmentation 44
    • Time-Based Auto Responder Automated Time Based Campaign – Sample **30 Day Coupon Triggered on Day 10 Triggered on Day 20 45
    • Time-Based Auto Responder Triggered on Day 2 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!