An Econsultancy Email Marketing taster with Kath Pay presented at Marketing Week Live 2017 #mwl17

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Kath Pay
E: training@econsultancy.com
T: +44 (0)20 7970 4167
3 Steps to Increasing
Your Email Marketing
Conversions
Econsultancy Training
Econsultancy training taster session
Marketing Week Live 2017

2. 2
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4. 4Econsultancy Training
Founder & CEO of Holistic Email Marketing with 21+ years of
experience in digital marketing. International trainer & speaker.
Kath is recognised as one of the UK’s leading Email Marketers and
heads up training for Econsultancy on Personalisation and Email
Marketing.
Twitter: @kathpay
Author of Econsultancy’s “The Fundamentals of Email Marketing”
https://econsultancy.com/reports/the-fundamentals-of-email-
marketing
About Kath Pay
BIOGRAPHY

5. 5Econsultancy Training
Email Marketing Advanced
You will learn how to…..
• Implement a lifecycle strategy to your
programme
• Maximise your customers touch points
• Use behavioural / response-based targeting
• Leverage social psychology within email
• Understand the power of the nudge effect
• Discover what makes your subscribers tick and
how to best apply this knowledge
• Create Persona’s for your database
What the courses are all about
Email Marketing
You will learn how to…..
• Grow a quality list
• Improve your email templates to increase
response
• Write persuasively
• Design a landing page that converts
• Assess current email campaign effectiveness
beyond open and click rates
• Use tips & tricks regarding Subject Lines,
CTA’s and design that will allow increased
conversions
• Test successfully to gain uplifts and insights

6. 6Econsultancy Training
3 Conversion Steps
OPEN CLICK CONVERT

7. 7Econsultancy Training
OPEN: Converting your subscribers
to open and read the email
3 CONVERSION STEPS
OPEN CLICK CONVERT

8. 8Econsultancy Training
Stay focused on
the objective of
the email
OPEN

9. 9Econsultancy Training
OPEN
Subject Line Opened Clicked Converted
Win the pampering prize of a lifetime worth $10,000 38.19% 9.35% 6.74%
Win spa breaks, a personal shopper and more worth
$10,000
35.76% 11.03% 9.19%
Win a pampered new you worth $10,000 38.01% 15.45% 10.67%
Win a trip to Champneys and more worth $10,000 with
Veet
33.23% 16.76% 11.01%

10. 10Econsultancy Training
OPEN
The question is NOT “Should the Subject line be long
or short?”, but rather “Should my subject line be
specific or generic?”

11. 11Econsultancy Training
Craft your subject
line immediately
after writing your
objective.
OPEN

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Objective: Drive abandoners
back to purchase products in
basket.
Subject Line: Can we help?
Preheader: We’ve got your
bag.
OPEN

13. 13Econsultancy Training
Make it count!
Most people will
only see the
subject line
OPEN

14. 14Econsultancy Training
Even an unopened
email has value
OPEN

15. 15Econsultancy Training
Craft your
subject lines for
longitudinal wins
as well as
immediate wins
OPEN

16. 16Econsultancy Training
57% save the
email for later
48% bear the
information in
mind for later.
47% go to the
website via
another route
OPEN

17. 17Econsultancy Training
Think CURVE
when crafting
your subject line
OPEN
Curiosity
Urgency
Relevance
Value
Emotion

18. 18Econsultancy Training
“Open me quick!
I expire at 6pm,
payday treat”
OPEN

19. 19Econsultancy Training
Action words persuade your
readers to act
Encourage action
by frontloading
verbs in your
subject lines.
OPEN
Hubspot

20. 20Econsultancy Training
Persuasive verbs
OPEN
• Choose
• Improve
• Increase
• Avoid
• Act
• Boost
• Build
• Capture
• Explore
• Ensure
• Learn
• Prevent
• Gather
• Discover
• Keep
• Leverage
• Maximise
• Overcome
• Simplify
• Solve
• Stop
• Succeed
• Manage
• Save
• Conquer
• Win
• Unleash
• Snap

21. 21Econsultancy Training
Verbs in action
OPEN

22. 22Econsultancy Training
Which subject won?
OPEN
Version A
“[First Name] Test, track,
increase your profit –
start today!”
Version B
“[First Name] Start
tracking and optimizing
your business today!”
Winner: Version B had an 88% higher open rate with a 95% confidence level
✔
Behave.org

23. 23Econsultancy Training
Leverage the
strengths of
email as a push
channel
OPEN

24. 24Econsultancy Training
Write for your
audience
OPEN
Brand-centric subject line:
“Our sale is on! We have hundreds
of items discounted! Don’t miss
out!”

25. 25Econsultancy Training
Write for your
audience
OPEN
Now turn this into a customer-
centric subject line:
• State the feature: Our sale is on!
• Ask yourself “so what?”

26. 26Econsultancy Training
Write for your
audience
OPEN
Customer-centric subject line:
“Here’s your chance to save $! For
24 hours only. Don’t miss out on
bagging yourself a bargain.”

27. 27Econsultancy Training
CLICK: Converting your subscribers
to click/action the email
3 CONVERSION STEPS
OPEN CLICK CONVERT

28. 28Econsultancy Training
Write like a
journalist
CLICK

29. 29Econsultancy Training
CLICK

30. 30Econsultancy Training
Engage them
emotionally
CLICK

31. 31Econsultancy Training
Research shows that
more than 90% of our
decisions are unconscious
Douglas van Praet, Unconscious Branding

32. 32Econsultancy Training
CLICK

33. 33Econsultancy Training
CLICK
“Your next getaway is closer than you think.
With these special offers, you can escape to
your paradise, whether that’s an urban
retreat, exotic adventure or anything in
between. Below are some featured
destinations… you have even more places to
make unforgettable memories.
TREAT YOURSELF TO THE GETAWAY YOU
DESERVE”

34. 34Econsultancy Training
→ Use
directional
design cues ←
CLICK

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Explicit design
cue
CLICK

36. 36Econsultancy Training
Implicit design
cue
CLICK

37. 37Econsultancy Training
Use scarcity &
loss aversion
CLICK

38. 38Econsultancy Training
Two main drivers innate to us all
CLICK
To avoid pain To gain pleasure

39. 39Econsultancy Training
Examples of
scarcity and loss
aversion
CLICK
Scarcity
Scarcity
Scarcity
Loss Aversion
Loss Aversion

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CONVERT: Achieving the final
conversion on the landing page
3 CONVERSION STEPS
OPEN CLICK CONVERT

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Ensure there are
no disconnects
CONVERT

42. 42Econsultancy Training
Last 24 hours of
Spring Clearance
– Save up to
60% with final
reductions! Don’t
miss out!
CONVERT

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CONVERT
Minimise the distractions

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31% increase in
downloads
CONVERT

45. 45Econsultancy Training
Be specific with
the next action
within your call to
action
CONVERT

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17% increase in basket adds
Replace “Buy
now” with “Add
to basket”
CONVERT

47. 47Econsultancy Training
Leverage the
Rule of Three
CONVERT

48. 48Econsultancy Training
Leverage the
Rule of Three
CONVERT

49. 49Econsultancy Training
Package things
up in threes
CONVERT
• Makes them memorable,
actionable & sticky
• We learn from patterns
• Three is the smallest pattern

50. 50Econsultancy Training
You have an objective for
every email – design for this
objective, not just to be
aesthetically pleasing
Final thought

51. 51Econsultancy TrainingEconsultancy Training
Thanks for your time!
Any questions?

52. 52Econsultancy Training
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1 2 3
4 5
6
Based on our most popular training course,
Fast Track Digital Marketing, Econsultancy’s
Online Classroom provides all the
advantages of face-to-face training with
the benefit of flexible learning. All
accessible through an Econsultancy
subscription.
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53. 53Econsultancy TrainingEconsultancy Training
Continue your learning
Email Marketing / Email Marketing Advanced- Use promo code MWL17 and save 10% off
the public training course
Online classroom
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training@econsultancy.com
+44 (0)207 970 4167