0
6 Steps to Optimize Your
Emails for Higher ClickThrough Rates and
Conversions
Sarah Goliger
@sarahbethgo
#INBOUND13
SARAH

GOLIGER
@sarahbethgo

I’ve rappelled down a 200ft
waterfall, I taught swing
dancing in college, and I
once rode a c...
6 Steps to Optimize Your Emails
1 
2 
3 
4 
5 
6 

Identify Your Email Goals.
Segment Your List.
Determine What to Send.
C...
1

Identify your email goals.
WEAKLY DEFINED
EMAIL GOALS
•  Communicate with my audience
•  Send content and information
•  Run email promotions
WHY ARE THESE
WEAKLY DEFINED?
THEY DON’T DIRECTLY ALIGN WITH
THE GOAL OF YOUR MARKETING,
FUELING YOUR SALES TEAM WITH
HIGH...
STRONGLY DEFINED
EMAIL GOALSit soon
Although difficult at first,
becomes as easy as riding a
• bicycle on a sunny afternoo...
HOW TO DECIDE
ON THE RIGHT
GOALS FOR YOU
#INBOUND13
I HAVE A
LEAD VOLUME
PROBLEM.
Do I have a lead volume problem?

Leads needed
per month

=

Customers to generate
per month
Lead-to-customer
conversion r...
FOCUS ON GENERATING
LEADS TO GROW YOUR
DATABASE
QUESTIONS TO ASK YOURSELF
"
"
"
"

What sources are driving the majority of our leads right now?
Are we currently using em...
PERSPECTIVE:
Consumer/
Prospect

GOAL: Generate ____ leads from email marketing this
month to help increase lead volume.
I HAVE A
LEAD QUALITY
PROBLEM.
Do I have a lead quality problem?

Lead-to-customer
conversion rate

=

Customers to generate
per month
Leads generated
pe...
FOCUS ON NURTURING
YOUR LEADS TO GET
THEM SALES-READY
QUESTIONS TO ASK YOURSELF
"
"

Does our sales team feel that the leads they’re getting are low-quality?
What efforts are w...
PERSPECTIVE:
Consumer/
Prospect

GOAL: Increase our lead-to-customer conversion rate to
____% by nurturing our leads throu...
2

Segment your list.
WHAT IS LIST
SEGMENTATION?

#INBOUND13
UNSEGMENTED LIST
Although difficult at first, it soon
becomes as easy as riding a
• bicycle on a sunny afternoon. your
Sen...
SEGMENTED LIST
Although difficult at first, it soon
becomes as easy as riding a
• bicycle on smaller afternoon. of your
Cr...
WHY SEGMENT
YOUR LIST?

#INBOUND13
4 out of 10
subscribers reported that they’ve
marked emails as spam simply
because they were irrelevant.
MarketingSherpa, ...
YOUR BUYERS ARE NOT
ALL THE SAME.
STOP TREATING THEM LIKE THEY ARE.
THE KEY TO SUCCESSFUL
EMAIL MARKETING IS:

DELIVERING THE
RIGHT MESSAGE

TO THE RIGHT
PERSON

AT THE RIGHT
TIME
HOW DO I KNOW IF I
SHOULD BE
SEGMENTING OR NOT?
Unless you’re just getting started
& have a very small list…

YOU SHOULD
ALWAYS BE
SEGMENTING.
Segmented emails get

50%

more clicks than their
unsegmented counterparts.
MarketingSherpa, 2011
HOW TO
APPROACH
SEGMENTATION
#INBOUND13
START BY DEVELOPING PERSONAS.
Developing Personas
This is Marketing Mary. She works at a
mid-sized business where she is
responsible for lead generation...
Developing Personas
This is Owner Ollie. He runs his own
business, so he’s responsible for the
marketing, sales, finances…...
YOUR CONTACTS ARE AT
DIFFERENT STAGES OF
THE SALES CYCLE.
DEFINE YOUR LIFECYCLE STAGES.
Lifecycle Stages
Building Your Lists
Ask yourself:
• 

What criteria can I use to
define each of my segments?

• 

What data do I have to
c...
Building Your Lists

Then:
• 

Decide how to group that data

• 

Use that criteria to build out
targeted lists
Ideas for Segmenting Your List
• 

Geography

• 

Purchase Interests

• 

Buyer Behavior

• 

Age

• 

Buying Frequency

•...
SO YOU’VE SLICED AND
DICED YOUR LIST.
NOW WHAT?
3

Determine what to send.
ALIGN YOUR CONTENT
WITH YOUR GOALS.
Content for Lead Generation
Content for Lead Nurturing
MAP YOUR CONTENT.
What is Content Mapping?
Content mapping is when you
target your email content to each
segment based on their goals,
needs...
MARKETING IS ABOUT CONTENT + CONTEXT.
Segmentation gives you the

CONTEXT
you need to send
the right content
to the right people.
WHAT TYPES OF
CONTENT
SHOULD I SEND?
#INBOUND13
Be Creative!
You can send:
• 

Ebooks

• 

Product updates

• 

Webinar invites

• 

Videos

• 

Blog posts

• 

Surveys
Determine what
content does best
with your audience.
•  What content topics do they prefer?
•  What content formats do the...
4

Create optimized emails.
COMPONENTS OF
AN OPTIMIZED
EMAIL
#INBOUND13
Components of an Optimized Email
"
"
"
"
"
"
"
"
"

Subject line
Sender name
Personalization
Body copy
Image
Call-to-actio...
1

SUBJECT LINE

WHY IS THIS
IMPORTANT?

You need to grab the
reader’s attention.
1

SUBJECT LINE

•  Address your readers’ concerns
•  Personalize
•  Use actionable language
•  Be explicit
•  Strive for ...
2

SENDER NAME

WHY IS THIS
IMPORTANT?

You need to
build trust.
2

SENDER NAME

•  Send emails from an actual
person
•  Sign the email from that person
•  Add the sender’s picture to the...
3

PERSONALIZATION

WHY IS THIS
IMPORTANT?

You need to make your
emails relevant.
3

PERSONALIZATION

•  Address emails to the person’s
name
•  Include relevant demographic or
behavioral information
ü  C...
BODY COPY

4
WHY IS THIS
IMPORTANT?

You need to make your
emails concise &

compelling.
BODY COPY

4

•  Clearly convey what the offer is &
why it’s valuable
•  Use brief, compelling language
•  Use short parag...
IMAGE

5
WHY IS THIS
IMPORTANT?

You need to make your
emails visually

compelling.
5

IMAGE

•  Make your images relevant
•  Choose visually compelling
images to capture attention
•  Match the image with y...
CALL-TO-ACTION

6
WHY IS THIS
IMPORTANT?

You want your readers to

click through
& convert.
6

CALL-TO-ACTION

•  Include a primary, focused callto-action
•  Make your CTA prominent &
visually distinctive
•  Write ...
z
7

SOCIAL SHARING
WHY IS THIS
IMPORTANT?
You want to encourage
your readers to share.
7

SOCIAL SHARING

•  Make it easy for readers to share
your offers with their networks
ü  Expands your reach
ü  Generat...
UNSUBSCRIBE LINK

8

WHY IS THIS
IMPORTANT?
You want your readers
to want to hear

from you
… and it’s illegal not to.
8

UNSUBSCRIBE LINK

•  Comply with CAN-SPAM laws
•  Don’t trick people into staying on
your list
•  Makes your open rates...
9

MOBILE-OPTIMIZED
WHY IS THIS
IMPORTANT?

You want your emails to
display nicely across all

devices.
9

MOBILE-OPTIMIZED

•  Design your emails to adapt to
whatever device your readers are on
•  Optimize for the best mobile...
5

A/B test your emails.
WHY A/B TESTING
IS IMPORTANT

#INBOUND13
EMAIL MARKETING SHOULD NOT BE A GUESSING GAME.
There’s a

science to it.
A/B testing is an
email marketer’s
most powerful weapon.
HOW TO
APPROACH
A/B TESTING
#INBOUND13
Some Guiding Principles

"
"
"

Make sure you’re only testing one variable at a time.
Only run two variations at once.
Eve...
HOW TO SET UP
AN A/B TEST

#INBOUND13
Split your list in half
randomly & create an
email variation for each.

Variation A

Variation B
HubSpot’s A/B
testing tool
•  Choose your A/B test size
•  Winner automatically chosen
•  Select metric by which to
choose...
How do I decide
what % to test?
•  Will largely depend on the size
of your list
•  Total list size must be >1,000
for HubS...
WHAT SHOULD I
A/B TEST?

#INBOUND13
72%

of email marketers are running
tests for their subject line.
MarketingSherpa, 2011
OFFER

0.8% CTR

1.4% CTR
FORMAT

1.4% CTR

3.1% CTR
SENDER NAME

10.2% Open Rate

12.7% Open Rate
SEND TIME

17.7% Open Rate

19.3% Open Rate
LANDING PAGE

49.4% Conversion Rate

51.8% Conversion Rate
OTHER IDEAS
Offer

Sender Name/Address
• 
• 
• 
• 

Topic
Format
Length/Size
Name

Landing Page
• 
• 
• 
• 
• 
• 
• 

• 
•...
6

Measure your results.
It’s not enough to just be measuring
your open rates & click-through rates.
You should be tying all of your efforts
back to your higher-level goals.
WHAT METRICS
SHOULD I TRACK?

#INBOUND13
Email Metrics to Measure

"
"
"
"
"

Click-through rate & open rate
Bounce rate
Unsubscribe rate
# new leads from email
Le...
Monthly Email Reporting
How to Think About This Data Strategically
"
"

Is my average click-through rate going up or down? Why?
Did I generate mor...
IN SUMMARY…

#INBOUND13
1.

IDENTIFY STRONG GOALS. STAY FOCUSED ON THEM.
1.
2.

IDENTIFY STRONGLIST. USE YOUR DATA WISELY.
SEGMENT YOUR EMAIL GOALS.
3.

DETERMINE WHAT TO SEND. MAKE IT RELEVANT.
4.

CREATE YOUR EMAILS. OPTIMIZE EVERYTHING.
5.

ALWAYS BE A/B TESTING. LEARN WHAT WORKS.
6.

MEASURE YOUR RESULTS. ACHIEVE YOUR GOALS.
THANK YOU.

@sarahbethgo

#inbound13
QUESTIONS?
6 Steps to Optimize Your Emails for Higher Click-Through Rates and Conversions #INBOUND2013
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Transcript of "6 Steps to Optimize Your Emails for Higher Click-Through Rates and Conversions #INBOUND2013"

  1. 1. 6 Steps to Optimize Your Emails for Higher ClickThrough Rates and Conversions Sarah Goliger @sarahbethgo #INBOUND13
  2. 2. SARAH GOLIGER @sarahbethgo I’ve rappelled down a 200ft waterfall, I taught swing dancing in college, and I once rode a camel in the desert.
  3. 3. 6 Steps to Optimize Your Emails 1  2  3  4  5  6  Identify Your Email Goals. Segment Your List. Determine What to Send. Create Optimized Emails. A/B Test Your Emails. Measure Your Results.
  4. 4. 1 Identify your email goals.
  5. 5. WEAKLY DEFINED EMAIL GOALS •  Communicate with my audience •  Send content and information •  Run email promotions
  6. 6. WHY ARE THESE WEAKLY DEFINED? THEY DON’T DIRECTLY ALIGN WITH THE GOAL OF YOUR MARKETING, FUELING YOUR SALES TEAM WITH HIGH-QUALITY LEADS.
  7. 7. STRONGLY DEFINED EMAIL GOALSit soon Although difficult at first, becomes as easy as riding a • bicycle on a sunny afternoon. Generate more leads •  Nurture leads to be sales-ready •  Delight our customers
  8. 8. HOW TO DECIDE ON THE RIGHT GOALS FOR YOU #INBOUND13
  9. 9. I HAVE A LEAD VOLUME PROBLEM.
  10. 10. Do I have a lead volume problem? Leads needed per month = Customers to generate per month Lead-to-customer conversion rate
  11. 11. FOCUS ON GENERATING LEADS TO GROW YOUR DATABASE
  12. 12. QUESTIONS TO ASK YOURSELF " " " " What sources are driving the majority of our leads right now? Are we currently using email marketing as a lead generation channel? How many leads are we driving through email marketing per month? How many leads would we like to drive through email marketing per month? This is your goal.
  13. 13. PERSPECTIVE: Consumer/ Prospect GOAL: Generate ____ leads from email marketing this month to help increase lead volume.
  14. 14. I HAVE A LEAD QUALITY PROBLEM.
  15. 15. Do I have a lead quality problem? Lead-to-customer conversion rate = Customers to generate per month Leads generated per month
  16. 16. FOCUS ON NURTURING YOUR LEADS TO GET THEM SALES-READY
  17. 17. QUESTIONS TO ASK YOURSELF " " Does our sales team feel that the leads they’re getting are low-quality? What efforts are we currently taking to educate our leads about our product/service before we send them to sales? " " At what rate are we converting our leads into customers? At what rate would we like to be converting our leads into customers? This is your goal.
  18. 18. PERSPECTIVE: Consumer/ Prospect GOAL: Increase our lead-to-customer conversion rate to ____% by nurturing our leads through email marketing.
  19. 19. 2 Segment your list.
  20. 20. WHAT IS LIST SEGMENTATION? #INBOUND13
  21. 21. UNSEGMENTED LIST Although difficult at first, it soon becomes as easy as riding a • bicycle on a sunny afternoon. your Send the same content to entire list, regardless of personal or behavioral data.
  22. 22. SEGMENTED LIST Although difficult at first, it soon becomes as easy as riding a • bicycle on smaller afternoon. of your Create a sunny subgroups list based on personal or behavioral data.
  23. 23. WHY SEGMENT YOUR LIST? #INBOUND13
  24. 24. 4 out of 10 subscribers reported that they’ve marked emails as spam simply because they were irrelevant. MarketingSherpa, 2011
  25. 25. YOUR BUYERS ARE NOT ALL THE SAME. STOP TREATING THEM LIKE THEY ARE.
  26. 26. THE KEY TO SUCCESSFUL EMAIL MARKETING IS: DELIVERING THE RIGHT MESSAGE TO THE RIGHT PERSON AT THE RIGHT TIME
  27. 27. HOW DO I KNOW IF I SHOULD BE SEGMENTING OR NOT?
  28. 28. Unless you’re just getting started & have a very small list… YOU SHOULD ALWAYS BE SEGMENTING.
  29. 29. Segmented emails get 50% more clicks than their unsegmented counterparts. MarketingSherpa, 2011
  30. 30. HOW TO APPROACH SEGMENTATION #INBOUND13
  31. 31. START BY DEVELOPING PERSONAS.
  32. 32. Developing Personas This is Marketing Mary. She works at a mid-sized business where she is responsible for lead generation for her sales team. Mary’s primary concerns are staying on top of the latest marketing techniques and proving the ROI of her efforts to her boss.
  33. 33. Developing Personas This is Owner Ollie. He runs his own business, so he’s responsible for the marketing, sales, finances… and taking out the trash every now and then. Ollie’s primary concern is successfully growing his business with the little time and resources he has.
  34. 34. YOUR CONTACTS ARE AT DIFFERENT STAGES OF THE SALES CYCLE.
  35. 35. DEFINE YOUR LIFECYCLE STAGES.
  36. 36. Lifecycle Stages
  37. 37. Building Your Lists Ask yourself: •  What criteria can I use to define each of my segments? •  What data do I have to categorize my leads?
  38. 38. Building Your Lists Then: •  Decide how to group that data •  Use that criteria to build out targeted lists
  39. 39. Ideas for Segmenting Your List •  Geography •  Purchase Interests •  Buyer Behavior •  Age •  Buying Frequency •  Change in Sales Cycle •  Gender •  Purchase Cycle •  Email Type •  Persona •  Content Topic •  Satisfaction Index •  Organization Type •  Content Format •  In-Store vs. Web Visitors •  Industry •  Interest Level •  Shopping Cart •  Job Function •  Education Level •  Seniority Level •  Content •  Form Abandonment •  Past Purchases Engagement Level •  Usage Abandonment
  40. 40. SO YOU’VE SLICED AND DICED YOUR LIST. NOW WHAT?
  41. 41. 3 Determine what to send.
  42. 42. ALIGN YOUR CONTENT WITH YOUR GOALS.
  43. 43. Content for Lead Generation
  44. 44. Content for Lead Nurturing
  45. 45. MAP YOUR CONTENT.
  46. 46. What is Content Mapping? Content mapping is when you target your email content to each segment based on their goals, needs, & interests.
  47. 47. MARKETING IS ABOUT CONTENT + CONTEXT.
  48. 48. Segmentation gives you the CONTEXT you need to send the right content to the right people.
  49. 49. WHAT TYPES OF CONTENT SHOULD I SEND? #INBOUND13
  50. 50. Be Creative! You can send: •  Ebooks •  Product updates •  Webinar invites •  Videos •  Blog posts •  Surveys
  51. 51. Determine what content does best with your audience. •  What content topics do they prefer? •  What content formats do they prefer? •  What content length do they prefer?
  52. 52. 4 Create optimized emails.
  53. 53. COMPONENTS OF AN OPTIMIZED EMAIL #INBOUND13
  54. 54. Components of an Optimized Email " " " " " " " " " Subject line Sender name Personalization Body copy Image Call-to-action Social sharing buttons Unsubscribe link Mobile Optimization
  55. 55. 1 SUBJECT LINE WHY IS THIS IMPORTANT? You need to grab the reader’s attention.
  56. 56. 1 SUBJECT LINE •  Address your readers’ concerns •  Personalize •  Use actionable language •  Be explicit •  Strive for clarity over persuasion •  Be brief “Ready to save time on your marketing?” “How HubSpot’s marketing can be more efficient” “Join us on our free SEO Experts webinar” “[Free Ebook] How to Grow Your Business Blog” “How to Nurture Your Leads More Effectively” “Is your website leaking traffic?”
  57. 57. 2 SENDER NAME WHY IS THIS IMPORTANT? You need to build trust.
  58. 58. 2 SENDER NAME •  Send emails from an actual person •  Sign the email from that person •  Add the sender’s picture to the bottom of the email •  Experiment with different sender names (ebook author vs. CEO)
  59. 59. 3 PERSONALIZATION WHY IS THIS IMPORTANT? You need to make your emails relevant.
  60. 60. 3 PERSONALIZATION •  Address emails to the person’s name •  Include relevant demographic or behavioral information ü  Company name ü  Location ü  Role at company ü  Pages viewed ü  Items previously purchased •  Be creative!
  61. 61. BODY COPY 4 WHY IS THIS IMPORTANT? You need to make your emails concise & compelling.
  62. 62. BODY COPY 4 •  Clearly convey what the offer is & why it’s valuable •  Use brief, compelling language •  Use short paragraphs & bullet points to break up text visually •  Make it interesting ü  Tell a story ü  Use statistics ü  Use strong language
  63. 63. IMAGE 5 WHY IS THIS IMPORTANT? You need to make your emails visually compelling.
  64. 64. 5 IMAGE •  Make your images relevant •  Choose visually compelling images to capture attention •  Match the image with your offer
  65. 65. CALL-TO-ACTION 6 WHY IS THIS IMPORTANT? You want your readers to click through & convert.
  66. 66. 6 CALL-TO-ACTION •  Include a primary, focused callto-action •  Make your CTA prominent & visually distinctive •  Write CTA copy that is: ü  Clear (“download”, “register”) ü  Urgent (“now”, “today”) ü  Friendly (“join us”, “get your”) •  Include multiple links & buttons
  67. 67. z 7 SOCIAL SHARING WHY IS THIS IMPORTANT? You want to encourage your readers to share.
  68. 68. 7 SOCIAL SHARING •  Make it easy for readers to share your offers with their networks ü  Expands your reach ü  Generates new leads •  Pre-populate your social sharing links with optimized copy
  69. 69. UNSUBSCRIBE LINK 8 WHY IS THIS IMPORTANT? You want your readers to want to hear from you … and it’s illegal not to.
  70. 70. 8 UNSUBSCRIBE LINK •  Comply with CAN-SPAM laws •  Don’t trick people into staying on your list •  Makes your open rates & CTRs more accurate •  If they can’t unsubscribe, they’ll mark as SPAM
  71. 71. 9 MOBILE-OPTIMIZED WHY IS THIS IMPORTANT? You want your emails to display nicely across all devices.
  72. 72. 9 MOBILE-OPTIMIZED •  Design your emails to adapt to whatever device your readers are on •  Optimize for the best mobile user experience possible •  Don’t miss a chance to convert a lead
  73. 73. 5 A/B test your emails.
  74. 74. WHY A/B TESTING IS IMPORTANT #INBOUND13
  75. 75. EMAIL MARKETING SHOULD NOT BE A GUESSING GAME.
  76. 76. There’s a science to it.
  77. 77. A/B testing is an email marketer’s most powerful weapon.
  78. 78. HOW TO APPROACH A/B TESTING #INBOUND13
  79. 79. Some Guiding Principles " " " Make sure you’re only testing one variable at a time. Only run two variations at once. Every A/B test should have a clear goal.
  80. 80. HOW TO SET UP AN A/B TEST #INBOUND13
  81. 81. Split your list in half randomly & create an email variation for each. Variation A Variation B
  82. 82. HubSpot’s A/B testing tool •  Choose your A/B test size •  Winner automatically chosen •  Select metric by which to choose winner
  83. 83. How do I decide what % to test? •  Will largely depend on the size of your list •  Total list size must be >1,000 for HubSpot’s tool •  Make sure your test sizes are enough to yield statistical significance
  84. 84. WHAT SHOULD I A/B TEST? #INBOUND13
  85. 85. 72% of email marketers are running tests for their subject line. MarketingSherpa, 2011
  86. 86. OFFER 0.8% CTR 1.4% CTR
  87. 87. FORMAT 1.4% CTR 3.1% CTR
  88. 88. SENDER NAME 10.2% Open Rate 12.7% Open Rate
  89. 89. SEND TIME 17.7% Open Rate 19.3% Open Rate
  90. 90. LANDING PAGE 49.4% Conversion Rate 51.8% Conversion Rate
  91. 91. OTHER IDEAS Offer Sender Name/Address •  •  •  •  Topic Format Length/Size Name Landing Page •  •  •  •  •  •  •  •  •  •  •  Consistent vs. Changing Person vs. Company Category-Related Name Familiar vs. Unfamiliar •  •  •  •  •  •  •  •  •  Plain Text vs. HTML Content in Text vs. Images Number of Calls to Action Length of Email Timing & Frequency Audience Description Length Image/Preview Form Placement Number of Form Fields Which Form Fields Form “Submit” Button Text Format Interest Persona Recency or Level of Engagement Other Demographics Lifecycle Stage •  •  •  •  Day of Week Time of Day Triggered by Behavior Frequency
  92. 92. 6 Measure your results.
  93. 93. It’s not enough to just be measuring your open rates & click-through rates.
  94. 94. You should be tying all of your efforts back to your higher-level goals.
  95. 95. WHAT METRICS SHOULD I TRACK? #INBOUND13
  96. 96. Email Metrics to Measure " " " " " Click-through rate & open rate Bounce rate Unsubscribe rate # new leads from email Lead-to-customer conversion rate* *for lead nurturing efforts
  97. 97. Monthly Email Reporting
  98. 98. How to Think About This Data Strategically " " Is my average click-through rate going up or down? Why? Did I generate more or fewer leads from email marketing this month? Why? " Did my lead-to-customer conversion rate increase or decrease? Why? " What can I do to increase all of these metrics next month?
  99. 99. IN SUMMARY… #INBOUND13
  100. 100. 1. IDENTIFY STRONG GOALS. STAY FOCUSED ON THEM.
  101. 101. 1. 2. IDENTIFY STRONGLIST. USE YOUR DATA WISELY. SEGMENT YOUR EMAIL GOALS.
  102. 102. 3. DETERMINE WHAT TO SEND. MAKE IT RELEVANT.
  103. 103. 4. CREATE YOUR EMAILS. OPTIMIZE EVERYTHING.
  104. 104. 5. ALWAYS BE A/B TESTING. LEARN WHAT WORKS.
  105. 105. 6. MEASURE YOUR RESULTS. ACHIEVE YOUR GOALS.
  106. 106. THANK YOU. @sarahbethgo #inbound13
  107. 107. QUESTIONS?
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