Why Your Email Content
Isn’t Driving More
Conversions
(and How to Fix It)
Hunter Boyle
Sr. Business Development Manager
AW...
Poll: Where do these email links go?

Disconnect!
About Me
Note: I will spend no longer
than 30 seconds on this slide. ;-)
@hunterboyle

• Content and multichannel marketer...
Today You Will Learn
• 5 content missteps that kill conversions
• How to use content readers care about
• Steps to grow yo...
5 CONTENT MISSTEPS THAT KILL CONVERSIONS

Source: News.Com.Au
1. NOT ENGAGING ENOUGH
Really?

Logo is
drawing
the eye
from the
hero shot
and CTAs
Now that’s
“WOW”

What’s wrong with this email?
1. NOT ENGAGING ENOUGH
2. NOT ENOUGH VALUE
Really?

Incentive?

What’s wrong here?
1. NOT ENGAGING ENOUGH
2. NOT ENOUGH VALUE
3. TOO MUCH NOISE
How much is too much?
Tip: Emphasize clarity and eye paths
1. NOT ENGAGING ENOUGH
2. NOT ENOUGH VALUE
3. TOO MUCH NOISE
4. WHAT’S MY NEXT STEP?
Call – no click?
Number listed
separately?

What next?
Tip: Make your CTAs UNMISTAKABLE
1. NOT ENGAGING ENOUGH
2. NOT ENOUGH VALUE
3. TOO MUCH NOISE
4. WHAT’S MY NEXT STEP?
5. WHERE’S THE WIIFM?
What value are we giving our readers?
Move The Needle
Review your next 5 emails and
eliminate the conversion killers
Consider these 5 areas:
1. Engagement
2. Value
3. Clarity
4...
HOW TO USE CONTENT READERS CARE ABOUT

Source: The Next Web
1. CAPITALIZE ON MOMENTUM
Expands the
connection

#4. Tell me a little about yourself.
What type of business do you run?
What company do you work fo...
7,582 Downloads
3,213 Opt Ins

54-83% Open rates
25-69% Click rates
1. CAPITALIZE ON MOMENTUM
2. GET THEM INVOLVED
Tip: Encourage interaction

49%
Average open rates

6%
Average CTR
1. CAPITALIZE ON MOMENTUM
2. GET THEM INVOLVED
3. EXPERIMENT, ANALYZE, REPEAT
Email Opt In
A/B Test
Control: Optimized but
had hit a plateau
Goal: Increase sales
revenue (e-commerce)
Full Case Study: ...
A

Full Case Study: http://j.mp/WineExpress

B

Source: WiderFunnel
A

5%
Conversion Rate Lift
+

41%
Revenue/Visitor Lift

Full Case Study: http://j.mp/WineExpress

Source: WiderFunnel
Move The Needle
Develop 4 email tests designed to
increase reader interaction
Consider these areas:
1. Polls/short survey questions
2. Con...
STEPS TO GROW
YOUR LIST AND
REDUCE
CHURN

WTH?
1. SET HIGH EXPECTATIONS
Newsletter Opt-in
Page A/B Test
Control: Simple form,
good track record
Goal: Increase blog
newsletter subscriptions
Newsletter Opt-in
Page A/B Test
Version B:
 More context, WIIFM
 Third-party credibility
 Second form at bottom
WHICH VERSION PERFORMED BEST?

B

A

321%
Opt-in Lift

Full Case Study: http://bit.ly/321optins
1. SET HIGH EXPECTATIONS
2. MAKE IT EASY TO OPT IN
65%
more opt-ins

70%

ONE

of confirmed opt-ins

Helluva lot
less opt-ins

375%
List growth (1/11 to 1/13)

Tip: Make opt...
1. SET HIGH EXPECTATIONS
2. MAKE IT EASY TO OPT IN
3. (OVER)DELIVER VALUE
Offer hits
weeks later

~50%
of 1st week product sales

~80%
of membership sales

Tip: There’s no such thing as too much v...
Move The Needle
Test (at least) one of the following
list builders this month:

1. Lightbox opt in form
2. New WIIFM copy
3. Autoresponder...
Key Takeaways
•
•
•
•
•

Always emphasize clarity, value and WIIFM
Use prominent CTAs and opt-in forms
Set the tone with a...
Thank You!
Connect with me:
@hunterboyle
hunterb@aweber.com

Email me for a free copy of our ebook,
Optimizing Your Email ...
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Why Your Email Content Isn't Driving More Conversions

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Why Your Email Content Isn't Driving More Conversions

  1. 1. Why Your Email Content Isn’t Driving More Conversions (and How to Fix It) Hunter Boyle Sr. Business Development Manager AWeber
  2. 2. Poll: Where do these email links go? Disconnect!
  3. 3. About Me Note: I will spend no longer than 30 seconds on this slide. ;-) @hunterboyle • Content and multichannel marketer • Grew B2B, B2C email programs • Former editor for B2B sales/marketing pubs
  4. 4. Today You Will Learn • 5 content missteps that kill conversions • How to use content readers care about • Steps to grow your list and reduce churn
  5. 5. 5 CONTENT MISSTEPS THAT KILL CONVERSIONS Source: News.Com.Au
  6. 6. 1. NOT ENGAGING ENOUGH
  7. 7. Really? Logo is drawing the eye from the hero shot and CTAs Now that’s “WOW” What’s wrong with this email?
  8. 8. 1. NOT ENGAGING ENOUGH 2. NOT ENOUGH VALUE
  9. 9. Really? Incentive? What’s wrong here?
  10. 10. 1. NOT ENGAGING ENOUGH 2. NOT ENOUGH VALUE 3. TOO MUCH NOISE
  11. 11. How much is too much?
  12. 12. Tip: Emphasize clarity and eye paths
  13. 13. 1. NOT ENGAGING ENOUGH 2. NOT ENOUGH VALUE 3. TOO MUCH NOISE 4. WHAT’S MY NEXT STEP?
  14. 14. Call – no click? Number listed separately? What next?
  15. 15. Tip: Make your CTAs UNMISTAKABLE
  16. 16. 1. NOT ENGAGING ENOUGH 2. NOT ENOUGH VALUE 3. TOO MUCH NOISE 4. WHAT’S MY NEXT STEP? 5. WHERE’S THE WIIFM?
  17. 17. What value are we giving our readers?
  18. 18. Move The Needle
  19. 19. Review your next 5 emails and eliminate the conversion killers Consider these 5 areas: 1. Engagement 2. Value 3. Clarity 4. Call to action 5. WIIFM
  20. 20. HOW TO USE CONTENT READERS CARE ABOUT Source: The Next Web
  21. 21. 1. CAPITALIZE ON MOMENTUM
  22. 22. Expands the connection #4. Tell me a little about yourself. What type of business do you run? What company do you work for? What's the one thing you think I should know about you? Quick and effective Tip: Make a BIGGER first impression
  23. 23. 7,582 Downloads 3,213 Opt Ins 54-83% Open rates 25-69% Click rates
  24. 24. 1. CAPITALIZE ON MOMENTUM 2. GET THEM INVOLVED
  25. 25. Tip: Encourage interaction 49% Average open rates 6% Average CTR
  26. 26. 1. CAPITALIZE ON MOMENTUM 2. GET THEM INVOLVED 3. EXPERIMENT, ANALYZE, REPEAT
  27. 27. Email Opt In A/B Test Control: Optimized but had hit a plateau Goal: Increase sales revenue (e-commerce) Full Case Study: http://j.mp/WineExpress Source: WiderFunnel
  28. 28. A Full Case Study: http://j.mp/WineExpress B Source: WiderFunnel
  29. 29. A 5% Conversion Rate Lift + 41% Revenue/Visitor Lift Full Case Study: http://j.mp/WineExpress Source: WiderFunnel
  30. 30. Move The Needle
  31. 31. Develop 4 email tests designed to increase reader interaction Consider these areas: 1. Polls/short survey questions 2. Contributions (guest content) 3. Social tie-ins 4. Messaging and tone
  32. 32. STEPS TO GROW YOUR LIST AND REDUCE CHURN WTH?
  33. 33. 1. SET HIGH EXPECTATIONS
  34. 34. Newsletter Opt-in Page A/B Test Control: Simple form, good track record Goal: Increase blog newsletter subscriptions
  35. 35. Newsletter Opt-in Page A/B Test Version B:  More context, WIIFM  Third-party credibility  Second form at bottom
  36. 36. WHICH VERSION PERFORMED BEST? B A 321% Opt-in Lift Full Case Study: http://bit.ly/321optins
  37. 37. 1. SET HIGH EXPECTATIONS 2. MAKE IT EASY TO OPT IN
  38. 38. 65% more opt-ins 70% ONE of confirmed opt-ins Helluva lot less opt-ins 375% List growth (1/11 to 1/13) Tip: Make opt-in forms UNMISSABLE
  39. 39. 1. SET HIGH EXPECTATIONS 2. MAKE IT EASY TO OPT IN 3. (OVER)DELIVER VALUE
  40. 40. Offer hits weeks later ~50% of 1st week product sales ~80% of membership sales Tip: There’s no such thing as too much value
  41. 41. Move The Needle
  42. 42. Test (at least) one of the following list builders this month: 1. Lightbox opt in form 2. New WIIFM copy 3. Autoresponder series
  43. 43. Key Takeaways • • • • • Always emphasize clarity, value and WIIFM Use prominent CTAs and opt-in forms Set the tone with a powerful first impression Find creative ways to drive interaction Make experimentation a regular habit
  44. 44. Thank You! Connect with me: @hunterboyle hunterb@aweber.com Email me for a free copy of our ebook, Optimizing Your Email Campaign Visit our award-winning blog: www.aweber.com/blog
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