7 tips to getting your
subscribers to action your
emails
Kath Pay | @kathpay
eCRM & Email Marketing Consultant
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Your presenter – Kath Pay
• 13+ years of experience
in e...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
About Plan to Engage
• eCRM & Email Marketing
Strategy
•...
For every $92 spend acquiring
customers, only $1 is spent on
conversion rate optimisation
#1.
Focus on your objective
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
If you don’t know where you’re
going………
how can you take...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Be clear about your goals
• Do you want more subscribers...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
…and focus on them
#2.
Carefully Craft your Subject Line
Spend 80% crafting your headline
and 20% writing the copy
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Some Subject Line tips
1. Be useful and ultra specific –...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Effective Subject LinesRule of 2:
Front-Load your Subjec...
#3.
Maximise the Golden Real Estate
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Which Preview Pane?
B2B - Outlook
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Design for the Golden Real-Estate
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Utilise the Pre-header space
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Benefits are visible on an iPhone
& iPad too
#4.
Become the Director!
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Guide them – use
design, copy, imagery….
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Set your subscribers a task
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
But don’t overwhelm them….
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Leverage the Rule of 3
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Rule of 2 in action
1. Heading and subhead
copy critical...
#5.
Be persuasive
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Use Action Words
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Understand the difference
between Pull & Push channel
We...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Make the CTA appropriate to
where they‟re at in the buyi...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Be specific
A B
+230%
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
What’s the value of a mint?
One mint with bill: tip rise...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Hook them in with storytelling
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
A Tale of 2 Chickens
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
The Study
• Audience was told that plump chicken was a n...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
The results
• Both sets expressed a preference for the n...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Engage their emotions first
• We make decisions based up...
#6.
Use images wisely
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Images can be powerful – make them count
Source: Neuroma...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Always position towards the Call-To-Action
Source: Neuro...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Set a task
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Provide guidance – visual clues
#7.
Test and optimise continually!
Only 42% of online retailers
perform copy optimisation
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Greater ROI for those who test
Proportion of companies r...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Subject A/B test
• B had 58.9% higher open rate
• B had ...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
…and another
• A increased total orders by 21%
• And rev...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
Measure the correct metric
Questions?
Kath Pay
@kathpay
Kath@PlanToEngage.com
www.linked.com/in/kathpay
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7 tips to getting your subscribers to action your emails

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  • Adding words Enterprise and for.Longer subject line better.Because is explains the email better.The first one was so short it left out the meaningEnterprise meant it picked the right audience.for helped provide meaninghttps://whichtestwon.com/archives/7353
  • Adding words Enterprise and for.Longer subject line better.Because is explains the email better.The first one was so short it left out the meaningEnterprise meant it picked the right audience.for helped provide meaninghttps://whichtestwon.com/archives/7353
  • 7 tips to getting your subscribers to action your emails

    1. 1. 7 tips to getting your subscribers to action your emails Kath Pay | @kathpay eCRM & Email Marketing Consultant
    2. 2. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Your presenter – Kath Pay • 13+ years of experience in email marketing • Email Marketing Consultant, Trainer & Speaker • Lead trainer for Email Marketing for Econsultancy & the IDM in the UK @kathpay
    3. 3. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com About Plan to Engage • eCRM & Email Marketing Strategy • Email Design & Coding • Deliverability Support • Email Vendor Selection • Conversion Optimisation • Workshops & Training Courses www.PlanToEngage.com
    4. 4. For every $92 spend acquiring customers, only $1 is spent on conversion rate optimisation
    5. 5. #1. Focus on your objective
    6. 6. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com If you don’t know where you’re going……… how can you take your subscriber there?
    7. 7. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Be clear about your goals • Do you want more subscribers? • Do you want more online sales? • Do you want more (qualified) leads? • Do you want more registrations? • Do you want more … DEFINE YOUR CAMPAIGN (MICRO) AND OVERALL (MACRO) EMAIL PROGRAM GOALS UPFRONT!
    8. 8. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com …and focus on them
    9. 9. #2. Carefully Craft your Subject Line
    10. 10. Spend 80% crafting your headline and 20% writing the copy
    11. 11. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Some Subject Line tips 1. Be useful and ultra specific – make sure it’s relevant and useful for your customers 2. Be visually different – make you subject stand out visually by trying square brackets, symbols etc 3. Use timely topics and urgency that are top of mind, and use urgency 4. Use a call-to-action (CTA) by asking a question 5. Test your subject lines so you can repeat what works best
    12. 12. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Effective Subject LinesRule of 2: Front-Load your Subject Lines
    13. 13. #3. Maximise the Golden Real Estate
    14. 14. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Which Preview Pane? B2B - Outlook
    15. 15. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Design for the Golden Real-Estate
    16. 16. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Utilise the Pre-header space
    17. 17. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Benefits are visible on an iPhone & iPad too
    18. 18. #4. Become the Director!
    19. 19. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Guide them – use design, copy, imagery….
    20. 20. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Set your subscribers a task
    21. 21. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com But don’t overwhelm them….
    22. 22. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Leverage the Rule of 3
    23. 23. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Rule of 2 in action 1. Heading and subhead copy critical • First 2-3 words most important • First 2 lines in a paragraph • Make hyperlinked 2. Readers scan down the left of an Email 3. First part of paragraph important • F shape eyetrack
    24. 24. #5. Be persuasive
    25. 25. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Use Action Words
    26. 26. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Understand the difference between Pull & Push channel WebEmail
    27. 27. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Make the CTA appropriate to where they‟re at in the buying cycle A B +301%
    28. 28. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Be specific A B +230%
    29. 29. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com What’s the value of a mint? One mint with bill: tip rises 3.3% Two mints with bill: tip rises 14% One mint + personal mint: tip rises 23% No mints = control
    30. 30. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Hook them in with storytelling
    31. 31. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com A Tale of 2 Chickens
    32. 32. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com The Study • Audience was told that plump chicken was a natural chicken and that the skinny chicken was genetically engineered • Half the audience was told that natural chickens were healthy but less tasty and that the genetically engineered chickens were tasty • The other half of the audience were told the opposite
    33. 33. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com The results • Both sets expressed a preference for the natural chicken but their justifications were different…. • The first group claimed it was because they valued health above taste • The second group said it was because taste was more important. • Neither group seemed to justify their choice based on how they felt about the chicken's looks. They felt compelled to justify their emotional choices with non-emotional reasons,
    34. 34. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Engage their emotions first • We make decisions based upon emotions • But we try and rationalise our justification for the decision • Therefore, engage their emotions first, then they will come up with a rational justification to support their decision. • Once they’ve made a decision (based upon emotion) it’s harder for them to backpedal. • Their thinking falls in line with their emotions.
    35. 35. #6. Use images wisely
    36. 36. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Images can be powerful – make them count Source: Neuromarketing
    37. 37. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Always position towards the Call-To-Action Source: Neuromarketing
    38. 38. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Set a task
    39. 39. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Provide guidance – visual clues
    40. 40. #7. Test and optimise continually!
    41. 41. Only 42% of online retailers perform copy optimisation
    42. 42. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Greater ROI for those who test Proportion of companies reporting „excellent‟ or „good‟ ROI Over twice as likely (118%) to report “excellent” or “good” ROI 37% 81% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Don't test RegularTest regularly Source: Econsultancy’s Email Marketing Census 2012
    43. 43. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Subject A/B test • B had 58.9% higher open rate • B had 279% increase in webinar registrations A Jan 25 webinar: Webcasting High-Profile Events B Jan 25 webinar: Enterprise Webcasting for High-Profile Events
    44. 44. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com …and another • A increased total orders by 21% • And revenue by 35% • Even though A had a 10.5% lower open rate than B • *Sent 50/50 split test over 4 weeks to abandoners. A Reminder: Items Saved in Your Cart – Shop Now for an Extra 10% off B Come back and Save an Extra 10%
    45. 45. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Measure the correct metric
    46. 46. Questions? Kath Pay @kathpay Kath@PlanToEngage.com www.linked.com/in/kathpay

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