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Email Copywriting Clinic:Live, on-the-spot analysis of how toimprove real-world email campaigns                           ...
OngageConnect™ l www.ongage.com l 1.866.593.2980                                                                Seamlessly...
Join us for the largest vendor-neutral,research-based email marketing event.       Reserve your seat today:     MECLABS.co...
Join the conversation on Twitter            #webclinic                     #webclinic
Today’s speaker            Dr. Flint McGlaughlin – Managing Director, MECLABS            Flint McGlaughlin is the Managing...
Experiment: Background          Experiment ID: TP2083          Record Location: MECLABS Research Library          Research...
Experiment: Treatment #1                                      Treatment #1Subject Line: Your Free RegOnline Access        ...
Experiment: Treatment #2                                       Treatment #2Subject Line: Your Free RegOnline AccessHi [Fir...
Experiment: Side-by-Side                                      Treatment #2      Treatment #1                              ...
Experiment: Results          349% Increase in lead inquiry rate          The customer service email increased inquiry rate...
What we can learn today    Key Principles  1. The goal of effective email copy is not to convince the customer to buy, bu...
Live Optimization                                 12                    #webclinic
Live Optimization                                        Live Optimization: Youneverlose.com Primary objective: To drive t...
Live Optimization                                             Live Optimization: Finance Factors Primary objective: To sho...
Transferrable Principles   1.         Transferrable Principles          The goal of a subject line is to capture the atte...
Experiment: ControlSubject Line #1[Company Name]: A New Way To Order                                          • This email...
Experiment: TreatmentSubject Line #2[Company Name]: Now only 2-meal minimum order                                         ...
Experiment: Results               25.3% Increase in Open Rate               Resulting in greater subscriptions and revenue...
Live Optimization                                 19                    #webclinic
Live Optimization                                               Live Optimization:                                        ...
Live Optimization                                             Live Optimization: Part B News Primary objective: To drive s...
Transferrable Principles   1.         Transferrable Principles          People don’t buy from emails, people buy from peo...
Experiment: Control          Not this…                                   Sells the 30-minute demo in                      ...
Experiment: Treatment                                            But this…Value is clearlycommunicated in theheadline and ...
Experiment: Results            104% Increase in clickthrough rate            The treatment generated a 104% higher clickth...
Live Optimization                                 26                    #webclinic
Live Optimization                                         Live Optimization: Intuit Canada Primary objective: Upgrade cust...
Live Optimization                                               Live Optimization: Wild at Work Primary objective: Lead ge...
Transferrable Principles   1.         Transferrable Principles          The placement of the call-to-action is dependent ...
Experiment Control                                  Not this…                     #webclinic
Experiment: Treatment                                But this…                   #webclinic
Experiment: Treatment         But this…                                  The call-to-action is only seen                  ...
Experiment: Results          14.66% Increase in average donation size          The new email’s donation rate increased by ...
Summary: Putting it all together       Transferrable Principles  1.   The goal of a subject line is to capture the attent...
MarketingExperiments Optimization NewsletterFree subscription to more than $20 million in marketing research      Join the...
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Email copywriting slideshare

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In this MarketingExperiments Web clinic, Flint McGlaughlin, Managing Director, MECLABS reveals a proven methodology for effective email copywriting. Flint also provides on-the-spot analysis you can use to improve your email campaigns

To learn more about Web clinics, visit:
http://www.marketingexperiments.com/about-web-clinics.html

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Transcript of "Email copywriting slideshare"

  1. 1. Email Copywriting Clinic:Live, on-the-spot analysis of how toimprove real-world email campaigns Educational funding provided by: #webclinic
  2. 2. OngageConnect™ l www.ongage.com l 1.866.593.2980 Seamlessly route your emails via multiple vendors from one convenient front-end Easily test and utilize the vendors that best fit your business needs Built-in plug & play Optimize email Unified & Feature-rich front-endconnectivity with 25 deliverability, in-depth for Cloud SMTP Relay major ESP vendors performance & ROI aggregated reporting Services #webclinic #webclinic www.act-on.com | @ActOnSoftware | #ActOnSW
  3. 3. Join us for the largest vendor-neutral,research-based email marketing event. Reserve your seat today: MECLABS.com/emailsummit
  4. 4. Join the conversation on Twitter #webclinic #webclinic
  5. 5. Today’s speaker Dr. Flint McGlaughlin – Managing Director, MECLABS Flint McGlaughlin is the Managing Director of MECLABS Group. The organization has partnered with key market leaders including The New York Times, Microsoft Corporation, and Reuters Group. Dr. McGlaughlin also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (UK), as the Chairman of the Board of Governors for St. Stephen’s University, and as a Trustee for Westminster Theological Centre. Dr. McGlaughlin originally studied Philosophy and Theology at the University of London’s Specialist Jesuit College. Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources. #webclinic
  6. 6. Experiment: Background Experiment ID: TP2083 Record Location: MECLABS Research Library Research Partner: ActiveNetworkResearch Notes: Background: ActiveNetwork is a large event management software provider. Goal: To increase total lead inquiries (phone calls + form sign-ups) from visitors who abandoned the free trial sign-up process. Research Question: Which email tone will result in a higher rate of lead inquiries? Test Design: A/B single factor split. 6 #webclinic
  7. 7. Experiment: Treatment #1 Treatment #1Subject Line: Your Free RegOnline Access Hypothesis:Dear [Name],You’re just one step away from getting FREE access to RegOnline, our award winning Event • Our analystsRegistration and Management Software. Quickly make an event website, try our event hypothesized thatmarketing tools, build a registration form template or even generate custom name badges. visitors are notClick here to finish your profile and get started. Your personal profile is kept secure and we converting becausepromise NEVER to sell or misuse your information. the copy was notHave questions? Call us direct at 1-800-XXX-XXXX -- we can even set up your free access over engaging enough.the phone.Sincerely,Jon PowellCustomer Service RepresentativeRegOnlineDirect: 1-800-XXX-XXXX ext. XXXXjon.powell@RegOnline.com 7 #webclinic
  8. 8. Experiment: Treatment #2 Treatment #2Subject Line: Your Free RegOnline AccessHi [First], Hypothesis:I noticed that you started the process of getting free access to RegOnline but weren’t able tofinish. Are you concerned about giving out your phone number? Are you worried about high • Our analystspressure sales tactics or mandatory contracts? hypothesized thatWe believe our product sells itself, so we’re just here to provide you with whatever visitors are notassistance you need in getting your event up and running - in whatever way works best for converting becauseyou. We promise NEVER to sell or misuse your information. of high anxiety dueCall me direct at 1-800-XXX-XXXX and I can help get you rolling. If you’d rather just try again to phone spam andonline, use this link instead. high-pressureThank you in advance for your trust! salesmen.Sincerely,[Name of Representative]Customer Service RepresentativeRegOnlineDirect: 1-800-XXX-XXXX ext. XXXX[name]@RegOnline.com #webclinic
  9. 9. Experiment: Side-by-Side Treatment #2 Treatment #1 Customer ServiceDirect Response Tone Tone #webclinic
  10. 10. Experiment: Results 349% Increase in lead inquiry rate The customer service email increased inquiry rate by 349.41% Relative Statistical Level Design Inquiry Rate of Confidence Difference Sales Tone 1.58% - - Customer Service Tone 7.08% 349.41% 95%  What youofneedemail copy, the marketers at ActiveNetwork saw a 349% the tone the to understand: By addressing the customer’s anxiety through increase in total lead inquiries. #webclinic
  11. 11. What we can learn today Key Principles 1. The goal of effective email copy is not to convince the customer to buy, but rather to serve the customer in a way that enables them to quickly make the best decision. 2. To make the best decision, a customer must be able to understand and accept a series of logical premises that lead to an ultimate conclusion – to click. 11 #webclinic
  12. 12. Live Optimization 12 #webclinic
  13. 13. Live Optimization Live Optimization: Youneverlose.com Primary objective: To drive traffic to the website Target audience: People trying to save money by bidding on gift cards Subject Line: “Capture those summer memories!” #webclinic
  14. 14. Live Optimization Live Optimization: Finance Factors Primary objective: To show prospects how we can help with unconventional loans Target audience: Real estate professionals Subject Line: “We will help you fund your clients’ construction” #webclinic
  15. 15. Transferrable Principles 1. Transferrable Principles The goal of a subject line is to capture the attention of the prospect with an appealing idea or offer, but it must also convert their attention into interest. 2. The area in a prospect’s inbox that displays the subject line usually has limited space, therefore subject lines tend to perform better when they are point-first. 15 #webclinic
  16. 16. Experiment: ControlSubject Line #1[Company Name]: A New Way To Order • This email is being sent to previous customers. • This subject line emphasizes a “New Way To Order,” but says nothing about why or how it is better. #webclinic
  17. 17. Experiment: TreatmentSubject Line #2[Company Name]: Now only 2-meal minimum order • This subject line explains the benefit of the new order option. • It effectively builds the interest of the offer. #webclinic
  18. 18. Experiment: Results 25.3% Increase in Open Rate Resulting in greater subscriptions and revenue Email Subject line Open Rate (%) Control: A New Way to Order 35.2% Treatment 1: 2-meal minimum order 44.1% Relative Difference 25.3% #webclinic
  19. 19. Live Optimization 19 #webclinic
  20. 20. Live Optimization Live Optimization: Armstrong World Industries Primary objective: To get people to enroll in classes Target audience: Architects and designers Email URL: http://bit.ly/12qokha …continued at link. #webclinic
  21. 21. Live Optimization Live Optimization: Part B News Primary objective: To drive subscriptions Target audience: Physician practices Subject Line: Special Issue: How HIPAAs "mega-rule" will impact your practice Email URL: http://bit.ly/14CpEwa …continued at link. #webclinic
  22. 22. Transferrable Principles 1. Transferrable Principles People don’t buy from emails, people buy from people. The body of your email should read like a letter. It should guide the customer in a conversation. 2. Your email copy must be long enough to sell the click, but no longer. Too little or too much copy damages clickthrough rate. 22 #webclinic
  23. 23. Experiment: Control Not this… Sells the 30-minute demo in the first paragraph without explaining the value Starts selling “online tools” before explaining the benefits Asks the reader to get started when they may not be ready to start 23 #webclinic
  24. 24. Experiment: Treatment But this…Value is clearlycommunicated in theheadline and the firstparagraphEach thought carefully leadsinto the next, all the waythrough the email to thecall-to-actionCall-to-action and emailcopy effectively sell “theclick” 24 #webclinic
  25. 25. Experiment: Results 104% Increase in clickthrough rate The treatment generated a 104% higher clickthrough rate. Versions Clickthrough Rate Relative difference Control 1.55% - Treatment 3.16% 104%  communicate enough value for a click, we were able to generate aemail to What you need to understand: By changing the messaging of the 104% lift in clickthrough rate. 25 #webclinic
  26. 26. Live Optimization 26 #webclinic
  27. 27. Live Optimization Live Optimization: Intuit Canada Primary objective: Upgrade customers to QuickBooks 2013 Target audience: Small Business Owners and existing customers who need to upgrade Email URL: http://bit.ly/XKmv96 #webclinic
  28. 28. Live Optimization Live Optimization: Wild at Work Primary objective: Lead generation Target audience: Homeowners seeking to reduce their energy bill Email URL: http://bit.ly/WsX8sV #webclinic
  29. 29. Transferrable Principles 1. Transferrable Principles The placement of the call-to-action is dependent upon the incremental decision level of the recipient. It should occur at the proper moment in the series of premises the email presents. 2. Our calls-to-action are often too generic and do not demonstrate the specific value of the click. Every call-to-action should clearly communicate enough value for the recipient to make the decision to click (or say “yes” to your email). 29 #webclinic
  30. 30. Experiment Control Not this… #webclinic
  31. 31. Experiment: Treatment But this… #webclinic
  32. 32. Experiment: Treatment But this… The call-to-action is only seen after the value has been clearly communicated #webclinic
  33. 33. Experiment: Results 14.66% Increase in average donation size The new email’s donation rate increased by 14.66% Average Donation Relative Statistical Level Design ($) Difference of Confidence Control $36.48 - - Treatment $41.82 14.66% 95%  organization accomplished and only then asking forvalueclick, the the What you need to understand: By focusing on the the of what treatment increased clickthrough rate by 20%, and average donation size by 14.66%. 33 #webclinic
  34. 34. Summary: Putting it all together Transferrable Principles 1. The goal of a subject line is to capture the attention of the prospect with an appealing idea or offer, but it must also convert their attention into interest. 2. The area in a prospect’s inbox that displays the subject line usually has limited space, therefore subject lines tend to perform better when they are point-first. 3. People don’t buy from emails, people buy from people. The body of your email should read like a letter. It should guide the customer in a conversation. 4. Your email copy must be long enough to sell the click, but no longer. Too little or too much copy damages clickthrough rate. 5. The placement of the call-to-action is dependent upon the incremental decision level of the recipient. It should occur at the proper moment in the series of premises the email presents. 6. Our calls-to-action are often too generic and do not demonstrate the specific value of the click. Every call-to-action should clearly communicate enough value for the recipient to make the decision to click (or say “yes” to your email). 34 #webclinic
  35. 35. MarketingExperiments Optimization NewsletterFree subscription to more than $20 million in marketing research Join the 89,000 top marketers from around the world in discovering what really works. MarketingExperiments.com/subscribe #webclinic #webclinic
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