More Related Content Similar to 7 tips to getting your subscribers to action your emails (20) More from Holistic Email Marketing (6) 7 tips to getting your subscribers to action your emails1. 7 tips to getting your
subscribers to action your
emails
Kath Pay | @kathpay
eCRM & Email Marketing Consultant
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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. ©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. For every $92 spend acquiring
customers, only $1 is spent on
conversion rate optimisation
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If you don’t know where you’re
going………
how can you take your
subscriber there?
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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!
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…and focus on them
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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
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Effective Subject LinesRule of 2:
Front-Load your Subject Lines
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Which Preview Pane?
B2B - Outlook
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Design for the Golden Real-Estate
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Utilise the Pre-header space
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Benefits are visible on an iPhone
& iPad too
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Guide them – use
design, copy, imagery….
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Set your subscribers a task
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But don’t overwhelm them….
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Leverage the Rule of 3
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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
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Use Action Words
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Understand the difference
between Pull & Push channel
WebEmail
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Make the CTA appropriate to
where they‟re at in the buying
cycle
A B
+301%
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Be specific
A B
+230%
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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
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Hook them in with storytelling
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A Tale of 2 Chickens
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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
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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,
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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.
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Images can be powerful – make them count
Source: Neuromarketing
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Always position towards the Call-To-Action
Source: Neuromarketing
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Set a task
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Provide guidance – visual clues
41. Only 42% of online retailers
perform copy optimisation
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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
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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
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…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%
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Measure the correct metric
Editor's Notes 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