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Email Messaging: How overcoming 3 common errors increased clickthrough 104%
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Email Messaging: How overcoming 3 common errors increased clickthrough 104%

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View the full replay here: http://www.marketingexperiments.com/email-optimization/email-messaging.html

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Email Messaging: How overcoming 3 common errors increased clickthrough 104% Email Messaging: How overcoming 3 common errors increased clickthrough 104% Presentation Transcript

  • Email Messaging:How overcoming 3 common errors increased clickthrough104%
  • Join the conversation on Twitter #webclinic #webclinic
  • Today’s team Dr. Flint McGlaughlin Gaby Paez Managing Director Associate Director of Research Adam Lapp Associate Director, Optimization and Strategy #webclinic
  • Background and Test Design Experiment ID: Email Messaging Test Location: MarketingExperiments Research LibraryResearch Notes: Background: Largest physician-only social network which offers its knowledge base to pharmaceutical companies. Goal: To increase email clickthrough from rented list to landing page. Primary research question: Which email will generate the highest clickthrough rate? Approach: Multifactor sequential (year-to-year) test. #webclinic
  • Experiment: Email control Company Value is buried in second paragraph and at top above the eye-path. Offer in email is for a 30- minute demo. Call-to-action requires a relatively high commitment. 5 #webclinic
  • Experiment: Email treatment Company Name Number NameValue is clearlycommunicated in headline Nameand first paragraph. NameLess commitment requiredin offer and call-to-action. Name Name 6 #webclinic
  • Experiment: Side-by-side Control Treatment Company Company Name Number Nam e Name Name 7 #webclinic
  • Experiment: Results 104% increase in conversion The treatment generated a 104% higher clickthrough rate. Versions Clickthrough Rate Relative difference Control 1.55% - Treatment 3.16% 104%  What you needvalue proposition, we were able to generateof the emailin reflect Sermo’s to understand: By changing the messaging a 104% lift to clickthrough rate. 8 #webclinic
  • 3 Common errors in email messaging Today, we will walk through THREE of the most common errors in email messaging, and apply these key insights live to audience-submitted campaigns. 9 #webclinic
  • Error #1: Macro Distortion 10#webclinic
  • ERROR #1: Macro DistortionThe Model is Broken $ 11 #webclinic
  • ERROR #1: Macro DistortionThe Micro-Decision Funnel DVP CVP g = 9.81 m/s2 DVP DVP 12 #webclinic
  • ERROR #1: Macro DistortionThe Macro Conversion Compa ny Name Num ber Company Name Number N a m e N a m e N a m e N a m e N a m e N a m e Nam e Email Landing Page (CTR) (CVR) 13 #webclinic
  • ERROR #1: Macro DistortionThe Micro Conversions Compa ny Name Num ber Company Name Number N a m e N a m e N a m e N a m e N a m e N a m e Nam e Subject Line Headline Headline Sub-headline First Paragraph First Paragraph Body Body Call-to-action Call-to-action Email Landing Page 14 #webclinic
  • ERROR #1: Macro DistortionThe Micro Conversions Email Subject Line Company Name Number Name Name Name Name Name 15 #webclinic
  • ERROR #1: Macro DistortionThe Micro Conversions Email Subject Line Company Name Number Name Headline Name Name Name Name 16 #webclinic
  • ERROR #1: Macro DistortionThe Micro Conversions Email Subject Line Company Name Number Name Headline Name Name First Two Inches Name Name 17 #webclinic
  • ERROR #1: Macro DistortionThe Micro Conversions Email Subject Line Company Name Number Name Headline Name Name First Two Inches Body Name Name 18 #webclinic
  • ERROR #1: Macro DistortionThe Micro Conversions Landing Page Company Name Number Headline Name Name 19 #webclinic
  • ERROR #1: Macro DistortionThe Micro Conversions Landing Page Company Name Number Headline Name First Two Inches Name 20 #webclinic
  • ERROR #1: Macro DistortionThe Micro Conversions Landing Page Company Name Number Headline Name First Two Inches Name Body 21 #webclinic
  • ERROR #1: Macro DistortionThe Micro Conversions Landing Page Company Name Number Headline Name First Two Inches Name Body CTA 22 #webclinic
  • ERROR #1: Macro DistortionThe Micro Conversions Email LP Subject Line Headline Headline Sub-headline First First Paragraph Paragraph Body Body CTA CTA 23 #webclinic
  • Error #2: Conflated Objectives 24#webclinic
  • ERROR #2: Conflated ObjectivesConflated Objectives Email Subject Line LP Headline Headline Note: At each stage in First Two the email journey, you Inches should only sell the next First Two micro-conversion. Inches Body Body CTA CTA 25 #webclinic
  • ERROR #2: Conflated ObjectivesConflated Objectives: Example Not This But This Email Email Subject Line Landing Page Subject Line Landing Page Headline Headline Headline Headline First Two First Two Inches Inches First Two First Two Inches Inches Body Body Body Body CTA CTA CTA CTA 26 #webclinic
  • ERROR #2: Conflated ObjectivesConflated Objectives: Example Not This Instances of Conflation: Company • IOC #1: Sells the 30- minute demo in first paragraph. • IOC #2: Starts selling “online tools” before explaining benefits. • IOC #3: Asks reader to get started when they may not be ready to start. 27 #webclinic
  • ERROR #2: Conflated Objectives Conflated Objectives: Example But This Company Name Number Name• Each section of the page guides the reader Name through a logical series Name of micro-conversions. Name Name 28 #webclinic
  • ERROR #2: Conflated ObjectivesConflated Objectives: Example Not This • Little to no value in headline and first two inches. • At least two competing calls-to-action. 29 #webclinic
  • ERROR #2: Conflated ObjectivesConflated Objectives: Example But This Re: The Research Results You Requested Dear MarketingExperiments Subscriber, As the Director of MECLABS Group, I felt it was important to personally inform you regarding one of the most significant breakthroughs in the history of our paid search experimentation.• Each section of the In this study, we were able to reduce cost by 35% and yet increase page guides the reader conversion by 300%. You can find out more by clicking here. through a logical series Perhaps this breakthrough will help you improve your paid search ROI. of micro-conversions. Dr. Flint McGlaughlin Director MECLABS Group P.S. This link will only be active for 24 hours; we are trying to get this information to our subscribers before it reaches the media. 30 #webclinic
  • ERROR #2: Conflated ObjectivesYour Email Might Be Conflated If… Your email says exactly what’s on the landing page. Your email takes more than 30 seconds to read from beginning to end. Your email looks and feels just like a webpage. Your email looks and feels like a magazine. Your email has more than one central call-to-action. 31 #webclinic
  • Error #3: Assumed Value 32#webclinic
  • ERROR #3: Assumed ValueThe Value Exchange FulcrumNote: At each micro-conversion in the emailjourney, there is a value Perceived Cost Perceived Valueexchange.For each micro-conversion, we mustcalculate and deliver theneeded perceived valuefor the prospect to moveto the next micro-conversion. 33 #webclinic
  • ERROR #3: Assumed ValueDerivative Value Propositions The Value Proposition Spectrum PROCESS-LEVEL Question: Why should your ideal prospect buy PRODUCT-LEVEL from you rather than any of your competitors? PRODUCT PRODUCT #1 #1 Question: Why should [PROSPECT A] buy from PRODUCT PRODUCT #2 #2 you rather than any of your competitors? PROSPECT-LEVEL Question: Why should [PROSPECT A] buy this PRODUCT PRODUCT #3 product rather than any other product? #3 Central Value Proposition Question: Why should [PROSPECT A] click PRODUCT PRODUCT this PPC ad rather than any other PPC ad? #4 #4 Prospect B PRODUCT PRODUCT #4 #1 1 PRODUCT PRODUCT #2 #3 2 3 Conversion steps associated with a specific product. 34 #webclinic
  • ERROR #3: Assumed ValueAssumed Value: Example Not This Company • Where’s the value? 35 #webclinic
  • ERROR #3: Assumed ValueAssumed Value: Example But This Company Name Number Name• Each micro-conversion Name step provides just Name enough value to move the prospect to the next one. Name Name 36 #webclinic
  • Live Optimization 37#webclinic
  • Submission #1 Audience: Nonprofit professionals in fund- raising, marketing, social media and development Objective: To get registrants for a paid Webinar http://bit.ly/copwebinar 38 #webclinic
  • Submission #2 Audience: Anyone who uses Google AdWords to promote their own company (not agencies) Objective: To fill out the lead form (on the landing page) to get their custom AdWords Performance Report http://bit.ly/awreport 39 #webclinic
  • Submission #3 Audience: People who have expressed interest in our products in the past (both on/off-line sources) Objective: Drive traffic to our on-line store http://bit.ly/nutramax 40 #webclinic
  • Submission #4 Audience: Consumer boaters Objective: Engage audience/ Clickthroughs http://bit.ly/discoverboating 41 #webclinic
  • View the original presentation freeYou can view thispresentation in its entiretyfor free atMarketingExperiments.com View the original presentation >> 42 #webclinic