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 Direc...
Background and Test Design              Experiment ID: Email Messaging Test               Location: MarketingExperiments ...
Experiment: Email control       Company                            Value is buried in second                            pa...
Experiment: Email treatment                               Company Name                     Number                         ...
Experiment: Side-by-side           Control                     Treatment Company               Company Name               ...
Experiment: Results                104% increase in conversion                The treatment generated a 104% higher clickt...
3 Common errors in email messaging Today, we will walk through THREE of the most common errors in email messaging, and app...
Error #1: Macro Distortion                                10#webclinic
ERROR #1: Macro DistortionThe Model is Broken                             $                                 11    #webclinic
ERROR #1: Macro DistortionThe Micro-Decision Funnel                               DVP                                     ...
ERROR #1: Macro DistortionThe Macro Conversion                                                       Compa                ...
ERROR #1: Macro DistortionThe Micro Conversions                                                                Compa      ...
ERROR #1: Macro DistortionThe Micro Conversions                                                Email       Subject Line   ...
ERROR #1: Macro DistortionThe Micro Conversions                                                Email       Subject Line   ...
ERROR #1: Macro DistortionThe Micro Conversions                                                Email       Subject Line   ...
ERROR #1: Macro DistortionThe Micro Conversions                                                Email       Subject Line   ...
ERROR #1: Macro DistortionThe Micro Conversions                                               Landing Page                ...
ERROR #1: Macro DistortionThe Micro Conversions                                               Landing Page                ...
ERROR #1: Macro DistortionThe Micro Conversions                                               Landing Page                ...
ERROR #1: Macro DistortionThe Micro Conversions                                               Landing Page                ...
ERROR #1: Macro DistortionThe Micro Conversions                      Email            LP                   Subject Line   ...
Error #2: Conflated Objectives                                    24#webclinic
ERROR #2: Conflated ObjectivesConflated Objectives                                   Email                                ...
ERROR #2: Conflated ObjectivesConflated Objectives: Example                     Not This                                  ...
ERROR #2: Conflated ObjectivesConflated Objectives: Example                                           Not This      Instan...
ERROR #2: Conflated Objectives Conflated Objectives: Example                                                    But This  ...
ERROR #2: Conflated ObjectivesConflated Objectives: Example                                 Not This   • Little to no valu...
ERROR #2: Conflated ObjectivesConflated Objectives: Example                                                               ...
ERROR #2: Conflated ObjectivesYour Email Might Be Conflated If…           Your email says exactly what’s on the landing pa...
Error #3: Assumed Value                             32#webclinic
ERROR #3: Assumed ValueThe Value Exchange FulcrumNote: At each micro-conversion in the emailjourney, there is a value     ...
ERROR #3: Assumed ValueDerivative Value Propositions                                                                      ...
ERROR #3: Assumed ValueAssumed Value: Example                                     Not This                           Compa...
ERROR #3: Assumed ValueAssumed Value: Example                                             But This                        ...
Live Optimization                       37#webclinic
Submission #1     Audience:     Nonprofit professionals in     fund-     raising, marketing, social     media and developm...
Submission #2 Audience: Anyone who uses Google AdWords to promote their own company (not agencies) Objective: To fill out ...
Submission #3     Audience:     People who have     expressed interest in our     products in the past     (both on/off-li...
Submission #4     Audience:     Consumer boaters     Objective:     Engage audience/     Clickthroughs                    ...
View the original presentation freeYou can view thispresentation in its entiretyfor free atMarketingExperiments.com       ...
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Email Messaging: How overcoming 3 common errors increased clickthrough 104%

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  • Submitted by PetahGaby
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  • Email Messaging: How overcoming 3 common errors increased clickthrough 104%

    1. 1. Email Messaging:How overcoming 3 common errors increased clickthrough104%
    2. 2. Join the conversation on Twitter #webclinic #webclinic
    3. 3. Today’s team Dr. Flint McGlaughlin Gaby Paez Managing Director Associate Director of Research Adam Lapp Associate Director, Optimization and Strategy #webclinic
    4. 4. 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
    5. 5. 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
    6. 6. 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
    7. 7. Experiment: Side-by-side Control Treatment Company Company Name Number Nam e Name Name 7 #webclinic
    8. 8. 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
    9. 9. 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
    10. 10. Error #1: Macro Distortion 10#webclinic
    11. 11. ERROR #1: Macro DistortionThe Model is Broken $ 11 #webclinic
    12. 12. ERROR #1: Macro DistortionThe Micro-Decision Funnel DVP CVP g = 9.81 m/s2 DVP DVP 12 #webclinic
    13. 13. 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
    14. 14. 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
    15. 15. ERROR #1: Macro DistortionThe Micro Conversions Email Subject Line Company Name Number Name Name Name Name Name 15 #webclinic
    16. 16. ERROR #1: Macro DistortionThe Micro Conversions Email Subject Line Company Name Number Name Headline Name Name Name Name 16 #webclinic
    17. 17. ERROR #1: Macro DistortionThe Micro Conversions Email Subject Line Company Name Number Name Headline Name Name First Two Inches Name Name 17 #webclinic
    18. 18. ERROR #1: Macro DistortionThe Micro Conversions Email Subject Line Company Name Number Name Headline Name Name First Two Inches Body Name Name 18 #webclinic
    19. 19. ERROR #1: Macro DistortionThe Micro Conversions Landing Page Company Name Number Headline Name Name 19 #webclinic
    20. 20. ERROR #1: Macro DistortionThe Micro Conversions Landing Page Company Name Number Headline Name First Two Inches Name 20 #webclinic
    21. 21. ERROR #1: Macro DistortionThe Micro Conversions Landing Page Company Name Number Headline Name First Two Inches Name Body 21 #webclinic
    22. 22. ERROR #1: Macro DistortionThe Micro Conversions Landing Page Company Name Number Headline Name First Two Inches Name Body CTA 22 #webclinic
    23. 23. ERROR #1: Macro DistortionThe Micro Conversions Email LP Subject Line Headline Headline Sub-headline First First Paragraph Paragraph Body Body CTA CTA 23 #webclinic
    24. 24. Error #2: Conflated Objectives 24#webclinic
    25. 25. 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
    26. 26. 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
    27. 27. 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
    28. 28. 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
    29. 29. 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
    30. 30. 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
    31. 31. 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
    32. 32. Error #3: Assumed Value 32#webclinic
    33. 33. 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
    34. 34. 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
    35. 35. ERROR #3: Assumed ValueAssumed Value: Example Not This Company • Where’s the value? 35 #webclinic
    36. 36. 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
    37. 37. Live Optimization 37#webclinic
    38. 38. 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
    39. 39. 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
    40. 40. 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
    41. 41. Submission #4 Audience: Consumer boaters Objective: Engage audience/ Clickthroughs http://bit.ly/discoverboating 41 #webclinic
    42. 42. View the original presentation freeYou can view thispresentation in its entiretyfor free atMarketingExperiments.com View the original presentation >> 42 #webclinic
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