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Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails
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Kath Pay - OTE London - 7 tips to getting your subscribers to action your emails

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Topic: 7 tips to getting your subscribers to action your emails …

Topic: 7 tips to getting your subscribers to action your emails

Key Takeaways:
Know your objective
Creating a Persuasive Subject Line
Designing for the Preview Pane
Optimising the oft-neglected Call to Action
Using images to support your objective

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  • 1. 7  #ps  to  ge*ng  your   subscribers  to  ac#on  your   emails   Kath  Pay  |  @kathpay   eCRM  &  Email  Marke#ng  Consultant  
  • 2. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Your  presenter  –  Kath  Pay   •  13+  years  of  experience   in  email  marke#ng     •  Email  Marke#ng   Consultant,  Trainer  &   Speaker   •  Lead  trainer  for  Email   Marke#ng  for   Econsultancy  &  the  IDM   in  the  UK   @kathpay
  • 3. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   About  Plan  to  Engage   •  eCRM  &  Email  Marke#ng   Strategy   •  Email  Design  &  Coding   •  Deliverability  Support   •  Email  Vendor  Selec#on   •  Conversion  Op#misa#on   •  Workshops  &  Training   Courses   www.PlanToEngage.com
  • 4. For  every  $92  spend  acquiring   customers,  only  $1  is  spent  on   conversion  rate  op#misa#on      
  • 5. #1.   Focus  on  your  objec#ve  
  • 6. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   If  you  don’t  know  where  you’re   going………   how  can  you  take  your   subscriber  there?  
  • 7. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Be  clear  about  your  goals   • Do  you  want  more  subscribers?   • Do  you  want  more  online  sales?   • Do  you  want  more  (qualified)  leads?   • Do  you  want  more  registra4ons?   • Do  you  want  more  …   DEFINE  YOUR  CAMPAIGN  (MICRO)  AND   OVERALL  (MACRO)  EMAIL  PROGRAM  GOALS   UPFRONT!  
  • 8. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   …and  focus  on  them  
  • 9. #2.   Carefully  Crac  your  Subject  Line  
  • 10. Spend  80%  cracing  your  headline   and  20%  wri#ng  the  copy  
  • 11. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Some  Subject  Line  #ps   1.  Be  useful  and  ultra  specific  –  make  sure  it’s   relevant  and  useful  for  your  customers   2.  Be  visually  different  –  make  you  subject  stand  out   visually  by  trying  square  brackets,  symbols  etc   3.  Use  #mely  topics  and  urgency  that  are  top  of   mind,  and  use  urgency     4.  Use  a  call-­‐to-­‐ac#on  (CTA)  by  asking  a  ques#on   5.  Test  your  subject  lines  so  you  can  repeat  what   works  best  
  • 12. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Effec4ve  Subject  Lines   Rule  of  2:  Front-­‐Load  your  Subject  Lines  
  • 13. #3.   Maximise  the  Golden  Real-­‐Estate  
  • 14. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Which  Preview  Pane?   B2B  -­‐  Outlook  
  • 15. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Design  for  the  Golden  Real-­‐Estate  
  • 16. #4.   Become  the  Director!  
  • 17. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Guide  them  –  use  design,  copy,  imagery….  
  • 18. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Set  your  customers  a  task  
  • 19. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   But  don’t  overwhelm  them….  
  • 20. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Hicks  Law  -­‐  Choice  is  demo#va#ng.   Professor  Lyengar  -­‐  author  of  The  Art  of  Choosing  
  • 21. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Leverage  the  Rule  of  3  
  • 22. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Rule  of  2  in  ac#on   1. Heading  and  subhead     copy  cri4cal   •  First  2-­‐3  words  most   important   •  First  2  lines  in  a  paragraph   •  Make  hyperlinked     2. Readers  scan  down  the  leW  of   an  Email       3. First  part  of  paragraph   important   •  F  shape  eyetrack      
  • 23. #5.   Be  persuasive  
  • 24. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Ac#on  words  persuade  your  readers  to  act   Hubspot  
  • 25. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Persuasion  doesn’t  have  to  be  salesy  
  • 26. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Understand  the  difference  between  Pull  &   Push  channel   Web  Email  
  • 27. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Make  the  CTA  appropriate  to  where  they’re   at  in  the  buying  cycle   A B +301%
  • 28. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Be  specific   A B +230%
  • 29. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   What’s  the  value  of  a  mint?     One  mint  with  bill:  #p  rises  3.3%     Two  mints  with  bill:  #p  rises  14%     One  mint  +  personal  mint:  #p  rises  23%     No  mints  =  control     Robert  Cialdini  –  6  Principles  of  Persuasion  
  • 30. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Hook  them  in  with  storytelling  
  • 31. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   This  is  how  we  communicate….  
  • 32. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Leverage  emo#ons:  A  Tale  of  2  Chickens   Plump Chicken Skinny Chicken
  • 33. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   The  Study   •  Audience  was  told  that  plump  chicken  was  a  natural   chicken  and  that  the  skinny  chicken  was  gene#cally   engineered   •  Half  the  audience  was  told  that  natural  chickens  were   healthy  but  less  tasty  and  that  the  gene#cally  engineered   chickens  were  tasty   •  The  other  half  of  the  audience  were  told  the  opposite  
  • 34. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   The  results   •  Both  sets  expressed  a  preference  for  the  natural  chicken   but  their  jus#fica#ons  were  different….   •  The  first  group  claimed  it  was  because  they  valued  health   above  taste   •  The  second  group  said  it  was  because  taste  was  more   important.     •  Neither  group  seemed  to  jus#fy  their  choice  based  on  how   they  felt  about  the  chicken's  looks.  They  felt  compelled  to   jus#fy  their  emo#onal  choices  with  non-­‐emo#onal  reasons,  
  • 35. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Engage  their  emo#ons  first   •  We  make  decisions  based  upon  emo#ons   •  But  we  try  and  ra#onalise  our  jus#fica#on  for  the  decision   •  Therefore,  engage  their  emo#ons  first,  then  they  will  come   up  with  a  ra#onal  jus#fica#on  to  support  their  decision.   •  Once  they’ve  made  a  decision  (based  upon  emo#on)  it’s   harder  for  them  to  backpedal.     •  Their  thinking  falls  in  line  with  their  emo#ons.  
  • 36. #6.   Use  images  wisely  
  • 37. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Images  can  be  powerful  –  make  them  count   Source:  Neuromarke#ng    
  • 38. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Always  posi#on  towards  the  Call-­‐To-­‐Ac#on   Source:  Neuromarke#ng    
  • 39. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Provide  guidance  –  visual  clues  
  • 40. #7.   Test  and  op#mise  con#nually!  
  • 41. Only  42%  of  online  retailers   perform  copy  op#misa#on      
  • 42. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Greater  ROI  for  those  who  test   Proportion of companies reporting ‘excellent’ or ‘good’ ROI Over twice as likely (118%) to report “excellent” or “good” ROI 37% 81% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Don't test RegularTest  regularly   Source:   Econsultancy’s  Email   Marke#ng  Census   2012  
  • 43. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Subject  A/B  test   •  B  had  58.9%  higher  open  rate   •  B  had  279%  increase  in  webinar  registra#ons   A   Jan  25  webinar:  Webcas#ng  High-­‐Profile  Events   B   Jan  25  webinar:  Enterprise  Webcas#ng  for  High-­‐Profile  Events  
  • 44. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Test  your  automated  processes!   •  A  increased  total  orders  by  21%   •  And  revenue  by  35%   •  Even  though  A  had  a  10.5%  lower  open  rate  than  B   •  *Sent  50/50  split  test  over  4  weeks  to  abandoners.   A   Reminder:  Items  Saved  in  Your  Cart  –  Shop  Now  for  an  Extra  10%  off   B   Come  back  and  Save  an  Extra  10%  
  • 45. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Measure  the  correct  metric  
  • 46. ©2013  Plan  To  Engage  –  all  rights  reserved  –  www.PlanToEngage.com   Sta#s#cal  Confidence  Tools   •  Sample  Size  Calculator   •  hyp://www.raosoc.com/samplesize.html   •  Email  Tool   •  hyp://www.emarke#ngdynamics.com/email-­‐test-­‐ sample-­‐size-­‐calculator.asp   •  Landing  Page  tool   •  hyp://mystatscalc.com/   •  (Ball  park:  Aim  for  1000  page  views  per  varia#on)  
  • 47. Ques#ons?   Kath  Pay   @kathpay   Kath@PlanToEngage.com   www.linked.com/in/kathpay  

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