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5 Missed Opportunities that can impact your ROI by Kath Pay
 

5 Missed Opportunities that can impact your ROI by Kath Pay

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    5 Missed Opportunities that can impact your ROI by Kath Pay 5 Missed Opportunities that can impact your ROI by Kath Pay Presentation Transcript

    • 5 Missed Opportunitiesthat can impact yourROIKath Pay / @KathPay
    • Kath Pay• 12+ years of experience in email marketing• Lead Tutor for the Award in Email Marketing at the IDM www.theidm.co.uk• Tutor of Econsultancy’s Advanced Email Marketing course www.econsultancy.com• Email marketing consultant & trainer www.PlanToEngage.com ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 2
    • 5 Missed Opportunities that can impact your ROILet’s dive in! 3
    • Don’t be too greedy. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 4
    • 1. Don’t ask for too muchinformation• Think of it as a Value-Exchange• You can always ask for more later on• Or you can observe their behaviour ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 5
    • Get theirattention. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 6
    • 2. State the offer in the subject line• Be specific• Use the Pre-Header• WIIFM?• Design for the Preview Pane ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 7
    • Use the pre-header wisely ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 8
    • Think mobile. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 9
    • 3: Simple Single Column Email28/09/2012 10 ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    • Leads to a Web Landing Page28/09/2012 11 ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    • Or a Mobile Landing Page28/09/2012 12 ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    • Which works!28/09/2012 13 ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    • Optimise forconversions. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 14
    • 4. Make the Call To Action crystal-clear!• Tell them what you expect them to do…• … multiple times!• Use action verbs• Beware of images ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 15
    • Which one worked best?1. Read more2. Continue to article3. Click to continue Source: Mark Van Bogaert ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 16
    • Which one worked best?1. Read more 1002. Continue to article 1843. Click to continue 474 Source: Mark Van Bogaert ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 17
    • Landing Pages – Keep it simple• Keep forms short• Re-state benefits• Tell them what to do (again)• Get rid of distractions ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 18
    • Work Smart. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 19
    • 5. Use Triggered Emails…• Low-fares.com• Increased opens by 3x• Increased CTR’s by 1.5x• Needs careful testing ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 20
    • 5: Send Triggered Emails ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 21
    • Let’s recap1. Don’t ask for too much information upfront2. Get their attention by using and testing the subject line and pre-header and designing for the preview pane.3. Optimise for your mobile audience4. Optimise your CTA’s & Landing Pages for conversion5. Work smart by using triggered campaigns ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 22
    • Bonus tip #1:Don’t rely on best practices: test, test, test! ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 23
    • Bonus tip #2: ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 24
    • Thank you!Kath@PlanToEngage.com+44 777 1535 182www.linkedin.com/in/kathpay www.Plan2Engage.me 25