Email Marketing: How Overcoming 3 Common Errors Increased Clickthrough Rate by 104%
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Email Marketing: How Overcoming 3 Common Errors Increased Clickthrough Rate by 104%

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Daniel Burstein, Director of Editorial Content and Jon Powell, Senior Manager of Research and Strategy, will walk through three common errors our research has identified as damaging to conversion. He ...

Daniel Burstein, Director of Editorial Content and Jon Powell, Senior Manager of Research and Strategy, will walk through three common errors our research has identified as damaging to conversion. He will help you determine if you are making these errors, and how you can overcome them.

During the webinar, Daniel will share a case study from our labs, showing how we fine-tuned an email offer. Making relatively small and easy changes, our research analysts overcame these common mistakes, and drove a three-digit increase in clickthroughs as a result.

***PLUS Live Optimization***

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  • Everyone should have a copy of the handbook – worksheets Certification at the end of the day – Q & A at the end of each section– EvaluationsInteractive session
  • Lead author - My expectation is that you will all leave here today with a revolutionized B2B Marketing plan that will generate highly qualified leads for your organizations, accelerate sales pipeline performance, and maximize Marketing’s impact on revenues. Kaci can share her expectations
  • ControlSubject Line: Engage physicians through social media
  • Treatment Subject Line: Reach 120,000 physicians through social media
  • Treatment Subject Line: Reach 120,000 physicians through social media
  • Daniel -About Lyris (for ending promo slide):Lyris provides innovative digital marketing solutions to top brands around the world. They’re solutions empower marketers to design, automate, and optimize data-driven campaigns.  Their newest product, Lyris ONE, is the first cloud-based digital marketing solution to natively integrate deep behavioral analytics with the real-time processing of data, helping you to optimize targeting, messaging, and campaign performance. Lyris ONE’s powerful marketing analytics, combined with best practices-based campaign design tools and automation capabilities, enable marketers to maximize the relevancy and impact of every single customer interaction – and deliver unprecedented value to the channel of ONE. For more information, please visit www.lyrisone.com.
  • Submitted by: Clayton Additional Comments:No additional comments provided
  • Submitted by: ClaytonPrimary Objective: Call in and sign up for DISH service Target Audience: Homepage opt-ins Value Proposition: $50 gift card Additional Comments:No additional comments provided
  • Submitted by: ClaytonPrimary Objective: Call in and sign up for DISH service Target Audience: Homepage opt-ins Value Proposition: $50 gift card Email URL: http://bit.ly/Oo2tlmAdditional Comments:No additional comments provided
  • Submitted by: Kristen Additional Comments:No additional comments provided
  • Submitted by: KristenPrimary Objective: Drive webinar registration for new productTarget Audience: Clinical operations & IT executives Value Proposition Submitted: Reduce time and cost of clinical trial management Additional Comments:No additional comments provided
  • Submitted by: KristenPrimary Objective: Drive webinar registration for new productTarget Audience: Clinical operations & IT executives Value Proposition Submitted: Reduce time and cost of clinical trial management Email URL: http://bit.ly/SkjNXRAdditional Comments:No additional comments provided
  • Submitted by: Julia Additional Comments:No additional comments provided
  • Submitted by: JuliaPrimary Objective: Lead Generation and Cross-SellingTarget Audience: Current Direct365 customers from any service Value Proposition Submitted: 2 weeks free servicing when a contract is taken outEmail URL: http://bit.ly/OViQFZAdditional Comments:No additional comments provided
  • Submitted by: JuliaPrimary Objective: Lead Generation and Cross-SellingTarget Audience: Current Direct365 customers from any service Value Proposition Submitted: 2 weeks free servicing when a contract is taken outEmail URL: http://bit.ly/OViQFZAdditional Comments:No additional comments provided
  • Submitted by: Nancy Additional Comments:No additional comments provided
  • Submitted by: NancyPrimary Objective: Inform subscribers about Easter saleTarget Audience: FamiliesValue Proposition Submitted: Price, customization and providing comfortAdditional Comments:No additional comments provided
  • Submitted by: NancyPrimary Objective: Inform subscribers about Easter saleTarget Audience: FamiliesValue Proposition Submitted: Price, customization and providing comfortAdditional Comments:No additional comments provided
  • Submitted by: Elise Additional Comments:No additional comments provided
  • Submitted by: ElisePrimary Objective: To get people to register and attend this webinar on rural call completion issuesTarget Audience: Telecom Engineers, Service Providers, Government Officials Value Proposition Submitted: To listen to the experts involved with creating the handbook discuss their findings of best practices for dealing with rural call completion issuesEmail URL: http://bit.ly/PoFhPXAdditional Comments:No additional comments provided
  • Submitted by: ElisePrimary Objective: To get people to register and attend this webinar on rural call completion issuesTarget Audience: Telecom Engineers, Service Providers, Government Officials Value Proposition Submitted: To listen to the experts involved with creating the handbook discuss their findings of best practices for dealing with rural call completion issuesEmail URL: http://bit.ly/PoFhPXAdditional Comments:No additional comments provided
  • Submitted by: Jeffrey Additional Comments:No additional comments provided
  • Submitted by: JeffreyPrimary Objective: Re-engagement, lead-gen, generating website traffic and ad revenueTarget Audience: People (mostly women) caring for an elderly loved oneValue Proposition Submitted: Quality information and chance to get our free assistanceEmail URL: http://bit.ly/UWzvsRAdditional Comments:No additional comments provided
  • Submitted by: JeffreyPrimary Objective: re-engagement, lead-gen, generating website traffic and ad revenueTarget Audience: People (mostly women) caring for an elderly loved oneValue Proposition Submitted: Quality information and chance to get our free assistanceEmail URL: http://bit.ly/UWzvsRAdditional Comments:No additional comments provided
  • Submitted by: Julie Additional Comments:No additional comments provided
  • Submitted by: JuliePrimary Objective: Software Service Contract NotificationTarget Audience: Software customer with active service contractValue Proposition Submitted: Inform customers of software download option and new training benefit Email URL: http://bit.ly/SmdWB3Additional Comments:No additional comments provided
  • Submitted by: JuliePrimary Objective: Software Service Contract NotificationTarget Audience: Software customer with active service contractValue Proposition Submitted: Inform customers of software download option and new training benefit Email URL: http://bit.ly/SmdWB3Additional Comments:No additional comments provided
  • Submitted by: Catherine Additional Comments:No additional comments provided
  • Submitted by: CatherinePrimary Objective: For recipients who are hiring to call/email about the featured job candidatesTarget Audience: Hiring managers or small business ownersValue Proposition Submitted: Saving time/money/energy by introducing recipients to our best candidatesEmail URL: http://conta.cc/S8srojAdditional Comments:No additional comments provided
  • Submitted by: CatherinePrimary Objective: For recipients who are hiring to call/email about the featured job candidatesTarget Audience: Hiring managers or small business ownersValue Proposition Submitted: Saving time/money/energy by introducing recipients to our best candidatesEmail URL: http://conta.cc/S8srojAdditional Comments:No additional comments provided
  • Submitted by: Joseph Additional Comments:No additional comments provided
  • Submitted by: JosephPrimary Objective: Download publication highlighting PwC expertiseTarget Audience: Deal professionalsValue Proposition Submitted: Insights to improve deal ROIEmail URL: http://bit.ly/QbKpq6Additional Comments:No additional comments provided
  • Submitted by: JosephPrimary Objective: Download publication highlighting PwC expertiseTarget Audience: Deal professionalsValue Proposition Submitted: Insights to improve deal ROIEmail URL: http://bit.ly/QbKpq6Additional Comments:No additional comments provided
  • Lead author - My expectation is that you will all leave here today with a revolutionized B2B Marketing plan that will generate highly qualified leads for your organizations, accelerate sales pipeline performance, and maximize Marketing’s impact on revenues. Kaci can share her expectations

Email Marketing: How Overcoming 3 Common Errors Increased Clickthrough Rate by 104% Presentation Transcript

  • 1. Join the conversation #SherpaWebinar #sherpawebinar
  • 2. Email Messaging: How overcoming 3 common errors increased clickthrough 104% Daniel Burstein Jon Powell Director of Editorial Content Sr. Manager, Research & Strategy MECLABS MECLABS Sponsored by:
  • 3. Introductions • Daniel Burstein, Director of Editorial Content MECLABS/MarketingSherpa @DanielBurstein • Jon Powell, Senior Manager of Research and Strategy MECLABS/MarketingSherpa @JonPowell31 #sherpawebinar
  • 4. Join the conversation #SherpaWebinar #sherpawebinar
  • 5. MarketingSherpa is a research and publishingorganization serving the marketing community• MarketingSherpa’s annual research cycle provides knowledge for continuous marketing improvement #sherpawebinar
  • 6. Research Background• We surveyed over 3,000 marketers focusedon lead generation to uncover: • Top challenges • Best marketing tactics • Lead scoring, nurturing and management • Content strategies • Marketing automation • Marketing analysis • Marketing operations and metrics• Result of this research – MarketingSherpa’s FUEL methodology to power marketing effectiveness from lead generation to sales conversion #sherpawebinar
  • 7. POLL: Which email element do you test mostoften? • Subject line (e.g. phrasing, length) • Message (e.g. headline, body, closing) • Layout and images • Call-to-action • Days of the week sent #sherpawebinar
  • 8. Most popular email elements to test #sherpawebinar
  • 9. Most effective elements to test #sherpawebinar
  • 10. 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. #sherpawebinar
  • 11. Experiment: Email control Control Subject Line: Engage physicians through social media 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. #sherpawebinar
  • 12. Experiment: Email treatment Treatment Subject Line: Reach 120,000 physicians through social media Company Name NumberValue is clearlycommunicated in headline Nameand first paragraph. NameLess commitment required Namein offer and call-to-action. Name Name #sherpawebinar
  • 13. Experiment: Side-by-side Control Treatment Company Company Name Number Nam e Name Name #sherpawebinar
  • 14. 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 need to understand: By changing the messagingablethegenerate a reflect the Research Partner’s value proposition, we were of to email to 104% lift in clickthrough rate. #sherpawebinar
  • 15. 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. #sherpawebinar
  • 16. Error #1: Macro Distortion #sherpawebinar
  • 17. ERROR #1: Macro DistortionThe Model is Broken $ #sherpawebinar
  • 18. ERROR #1: Macro DistortionThe Micro-Decision Funnel DVP CVP g = 9.81 m/s2 DVP DVP #sherpawebinar
  • 19. 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) #sherpawebinar
  • 20. 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 #sherpawebinar
  • 21. ERROR #1: Macro DistortionThe Micro Conversions Email Subject Line Company Name Number NameTreatment Subject Line: Reach Name120,000 Physicians through NameSocial Media Name Name #sherpawebinar
  • 22. ERROR #1: Macro DistortionThe Micro Conversions Email Subject Line Company Name Number Name Headline Name Name Name Name #sherpawebinar
  • 23. ERROR #1: Macro DistortionThe Micro Conversions Email Subject Line Company Name Number Name Headline Name Name First Two Inches Name Name #sherpawebinar
  • 24. ERROR #1: Macro DistortionThe Micro Conversions Email Subject Line Company Name Number Name Headline Name Name First Two Inches Body Name Name #sherpawebinar
  • 25. ERROR #1: Macro DistortionThe Micro Conversions Landing Page Company Name Number Headline Name Name #sherpawebinar
  • 26. ERROR #1: Macro DistortionThe Micro Conversions Landing Page Company Name Number Headline Name First Two Inches Name #sherpawebinar
  • 27. ERROR #1: Macro DistortionThe Micro Conversions Landing Page Company Name Number Headline Name First Two Inches Name Body #sherpawebinar
  • 28. ERROR #1: Macro DistortionThe Micro Conversions Landing Page Company Name Number Headline Name First Two Inches Name Body CTA #sherpawebinar
  • 29. ERROR #1: Macro DistortionThe Micro Conversions Email LP Subject Line Headline Headline Sub-headline First First Paragraph Paragraph Body Body CTA CTA #sherpawebinar
  • 30. Error #2: Conflated Objectives #sherpawebinar
  • 31. 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 #sherpawebinar
  • 32. 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 #sherpawebinar
  • 33. 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. #sherpawebinar
  • 34. 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 #sherpawebinar
  • 35. 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. #sherpawebinar
  • 36. 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. #sherpawebinar
  • 37. 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. #sherpawebinar
  • 38. Error #3: Assumed Value #sherpawebinar
  • 39. 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. #sherpawebinar
  • 40. 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. #sherpawebinar
  • 41. ERROR #3: Assumed ValueAssumed Value: Example Not This Company • Where’s the value? #sherpawebinar
  • 42. 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 #sherpawebinar
  • 43. #sherpawebinar
  • 44. Live Optimization #sherpawebinar
  • 45. Live Optimization US Dish Primary Objective: Call in and sign up for DISH service Target Audience: Homepage opt-ins Value Proposition Submitted: $50 gift card #sherpawebinar
  • 46. Live Optimization US Dish #sherpawebinar
  • 47. Live Optimization US Dish #sherpawebinar
  • 48. Live Optimization nextdocs Primary Objective: Drive webinar registration for new product Target Audience: Clinical operations & IT executives Value Proposition Submitted: Reduce time and cost of clinical trial management #sherpawebinar
  • 49. Live Optimization nextdocs #sherpawebinar
  • 50. Live Optimization nextdocs #sherpawebinar
  • 51. Live Optimization Direct365 Primary Objective: Lead Generation and Cross-Selling Target Audience: Current Direct365 customers from any service Value Proposition Submitted: 2 weeks free servicing when a contract is taken out #sherpawebinar
  • 52. Live Optimization Direct365 #sherpawebinar
  • 53. Live Optimization Direct365 #sherpawebinar
  • 54. Live Optimization Cuddletunes Primary Objective: Inform subscribers about Easter sale Target Audience: Families Value Proposition Submitted: Price, customization and providing comfort #sherpawebinar
  • 55. Live Optimization Cuddletunes #sherpawebinar
  • 56. Live Optimization Cuddletunes #sherpawebinar
  • 57. Live Optimization Atis Primary Objective: To get people to register and attend this webinar on rural call completion issues Target Audience: Telecom Engineers, Service Providers, Government Official Value Proposition Submitted: To listen to the experts involved with creating the handbook discuss their findings of best practices for dealing with rural call completion issues #sherpawebinar
  • 58. Live Optimization Atis #sherpawebinar
  • 59. Live Optimization Atis #sherpawebinar
  • 60. Live Optimization A Place for Mom Primary Objective: Re-engagement, lead-gen, generating website traffic and ad revenue Target Audience: People (mostly women) caring for an elderly loved one Value Proposition Submitted: Quality information and chance to get our free assistance #sherpawebinar
  • 61. Live Optimization A Place for Mom #sherpawebinar
  • 62. Live Optimization A Place for Mom #sherpawebinar
  • 63. Live Optimization National Instruments Primary Objective: Software Service Contract Notification Target Audience: Software customer with active service contract Value Proposition Submitted: Inform customers of software download option and new training benefit #sherpawebinar
  • 64. Live Optimization National Instruments #sherpawebinar
  • 65. Live Optimization National Instruments #sherpawebinar
  • 66. Live Optimization Reliance Staffing Primary Objective: For recipients who are hiring to call/email about the featured job candidates Target Audience: Hiring managers or small business owners Value Proposition Submitted: Saving time/money/energy by introducing recipients to our best candidates #sherpawebinar
  • 67. Live Optimization Reliance Staffing #sherpawebinar
  • 68. Live Optimization Reliance Staffing #sherpawebinar
  • 69. Live Optimization PWC Primary Objective: Download publication highlighting PwC expertise Target Audience: Deal professionals Value Proposition Submitted: Insights to improve deal ROI #sherpawebinar
  • 70. Live Optimization PWC #sherpawebinar
  • 71. Live Optimization PWC #sherpawebinar
  • 72. Thank You • Daniel Burstein, Director of Editorial Content MECLABS/MarketingSherpa @DanielBurstein • Jon Powell, Senior Manager of Research and Strategy MECLABS/MarketingSherpa @JonPowell31 #sherpawebinar