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Increase Conversion Rates by
Advancing Your Email Creative Strategy
What Top Brands are Testing to Grow Email Marketing Re...
● Session recording and slides will be sent
● Log back in anytime with same link
● Resources available as handouts
Perseph...
Experts-Only Approach
Strategic acquisitions have positioned us as the
leading independent performance marketing agency
Se...
Amy Slater
Sr. Strategist, CRM & Email
Today’s Speakers
Sammi Nutsongtat
Design Specialist
5
1. Design Best Practices: Fundamentals
2. Mobile Considerations
3. Testing to Optimize Creative
4. Looking Forward: Desi...
6
Design Best Practices:
Fundamentals
7
● Around 34% of emails on mobile and
54% of emails on desktop are
abandoned or only skimmed1
● Email attention span is r...
8
● Establish visual hierarchy and good
text-to-image ratio
● Keep headline on two lines or less
● Keep text on a simplifie...
9
● Rotate design layout to avoid using the
same framework over and over again -
emails will become stale.
○ Pro Tip: Crea...
10
● Test a mix of illustrated heros, lifestyle images, typography
heros, and product highlights, and GIFs.
Tips for GIFs:...
11
● Placement: CTAs should be above the fold
● Number: Use Multiple CTAs where it makes sense. Every
email creative shoul...
12
● Navigation with multiple end locations is recommended,
in the event that contact does not choose to engage with
prima...
13
● DO maintain updated Brand Guidelines, and keep your
branding consistent email over email and across your
other channe...
14
● 40.7% of marketers polled in a Litmus study1
placed “focusing more on personalization and
dynamic content” as the top...
15
● Start Segmenting: Marketers who use
segmented campaigns note as much as
a 760% increase in revenue1
.
● Use emails as...
16
Mobile Considerations
17
● Over 50% of all emails were opened on
mobile in 2018 - and we know this
number is much higher for younger markets
● P...
18
● Assets should be sized at double typical email width (sized to
1200px) to render clearly on retina displays
● Enlarge...
19
Types of Mobile Design
What Top Brands are Testing to Grow Email Marketing Revenue
Mobile Friendly Mobile Responsive
Ex...
20
Testing to Optimize Creative
How often are you testing?
Poll Question
● I regularly A/B test my subject lines, messaging
and send times to optimize for...
22
● 31%
of respondents regularly test
● 42.9%
of respondents don’t know what
to test
Survey of Email Marketers
What Top B...
23
● Develop a hypothesis that you are trying to prove.
● Execute true A/B splits whenever possible.
● Make sure groups ar...
24
Testing Types
What Top Brands are Testing to Grow Email Marketing Revenue
Test Type DO DON’T Best Used For
A/B
● First ...
25
● Gradual test process to gather
results on layout and copy
first, and brand updates after
● New cohort used to minimize...
26
● Test run for Active Customers
and Non-Purchasers
● 323% lift in click for Active
Customers
● 123% lift in click for
N...
27
● Segments created by location,
and live content used to serve
hero based on location
● 61% lift in conversion rate
● 5...
28
● Different text used for each CTA
as opposed to same generic
“Get Yours” CTA
● 26.23% lift in click-to-open
rate
Testi...
29
● Tested a more visual layout of
an information-heavy email to
new partners
● Separated text with blocking
and color hi...
30
Looking Forward:
Design Trends in 2019 and Beyond
31
● Bundles best stuff at the top
● Enriched Preview: Images, deals,
calls-to-action
● Sender-customizable
● Nudges in th...
32
● Accelerated Mobile
Pages (AMP) for email is
open source technology
for Gmail that allows
senders to create more
engag...
33
● Complex Animated Gifs
● Live Content
● Cinemagraphs
● Embedded Video
● CSS Animation
Advanced Animation
What Top Bran...
Best Practices for
Email Design
Sammi Nutsongtat
Klaviyo Product Expert | Designer
1 // Design Basics
2 // Template Design Tips
3 // Actionable Takeaways
Agenda
Agenda
Design Basics
“Reduce the
cognitive load”
Is your content relevant? How long is
too long? Who is your audience?
Design Basics39
Fonts
● Custom fonts vs. web safe fonts
● Use a maximum of 2 font faces
● Responsive font sizes.
Colors
● Stick to brand colors.
● Bright and bold for
important CTAs.
40
CTAs
● Separate main CTAs from
secondary CTAs
Des...
41
Mobile vs. Desktop
● Know your audience
● Mirroring layouts
● Media query support
(responsive design)
Takeaways
● 1-col...
42
Text Based vs. All Image Email
● Branding
● Think about deliverability
● Blocked images or poorly scales down for mobil...
Template
Design Tips
Email Types
Campaigns Flows
Campaigns
46
Campaign - Why this works...
● Brand: Car Keys
● Type of Email: Blog/Informational
● ‘Long’ in length but content is sh...
47
Klaviyo Level Up
Segment your users and only
show them content based on
their profile properties
Campaigns
person.bmw
48
Campaign - Why this works...
● Brand: Headspace
● Type of Email: Product Sale
● Offer expiration (sense of urgency)
● M...
49
Klaviyo Level Up
Replace the expiration date
with countdown timer
Campaigns
50
Campaign - Why this works...
● Brand: Alit
● Type of Email: New Product
● Focused content
● Captivating imagery
● One m...
51
Klaviyo Level Up
Create a segment for your
predicted high-value
customers to share news first
Campaigns
Flows
53
Flows - Why this works...
● Brand: Beardbrand
● Type of Email: Abandoned Cart
● Standalone logo
● One CTA – Two chances...
54
Klaviyo Level Up
Use a conditional split to send
personalized abandoned cart emails
based on specific attributes
Flows
55
Flows - Why this works...
● Brand: Warby Parker
● Type of Email: Welcome Series
● Intro to BTS of their product
● Top c...
56
Klaviyo Level Up
Collect more information or update a
profile property through clicks
Flows
{% update_property_link 'pr...
57
Flow - Why this works...
● Brand: Missguided
● Type of Email: Birthday
● “Personalized” text
● Simple CTA
Flows
sammi
58
Klaviyo Level Up
Auto-apply a dynamic coupon
within the CTA for easy use
Flows
Actionable
Takeaways
Design Basics
● Content is key
● Stay within brand guidelines
● Optimize for readability
● Structure layouts based on the
...
Schedule Your 1:1
Strategy Evaluation
Q & A
Type Your Questions In The Chat Box
Live Q&A
Amy Slater
Sr. Strategist, CRM & Email
Sammi Nutsongtat
Design Speciali...
July Webinars
1. Price
2. Shipping Method
3. Review Quality
4. Count of Reviews
July 7 8 9
California Consumer
Privacy Act...
Increase Conversion Rates by Advancing Your Email Creative Strategy
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Increase Conversion Rates by Advancing Your Email Creative Strategy

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According to eMarketer, email is seen as the top ROI driver by US marketers, making it an extremely powerful tool in the world of Ecommerce. Historically, the subject line has been the most tested element in marketing emails however, there are many other elements that contribute to your email’s success. It’s essential to regularly test, learn, and optimize the creative assets to improve the experience for consumers as well as staying ahead of the competition. Learn how to increase your brand’s email ROI whether it be based on short-term conversions or long-term customer loyalty through different types of testing top brands are practicing. Discover how to take your email strategy to the next level to keep your brand top of mind for customers, regardless of where they are in the sales funnel.

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Increase Conversion Rates by Advancing Your Email Creative Strategy

  1. 1. Increase Conversion Rates by Advancing Your Email Creative Strategy What Top Brands are Testing to Grow Email Marketing Revenue
  2. 2. ● Session recording and slides will be sent ● Log back in anytime with same link ● Resources available as handouts Persephanie Arellano Webinar Coordinator Today’s Logistics
  3. 3. Experts-Only Approach Strategic acquisitions have positioned us as the leading independent performance marketing agency Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate • Conversion Rate Optimization • Creative Services • Analytics & Marketing Science
  4. 4. Amy Slater Sr. Strategist, CRM & Email Today’s Speakers Sammi Nutsongtat Design Specialist
  5. 5. 5 1. Design Best Practices: Fundamentals 2. Mobile Considerations 3. Testing to Optimize Creative 4. Looking Forward: Design Trends 5. Template Design Tips With Campaigns & Flows Agenda What Top Brands are Testing to Grow Email Marketing Revenue
  6. 6. 6 Design Best Practices: Fundamentals
  7. 7. 7 ● Around 34% of emails on mobile and 54% of emails on desktop are abandoned or only skimmed1 ● Email attention span is reportedly about 13 seconds2 on average ● Keep the copy short and sweet, and make your email instantly visually interesting. Simplify Email Design What Top Brands are Testing to Grow Email Marketing Revenue 1 Source: ReturnPath, 2018 2 Source: Litmus, 2019
  8. 8. 8 ● Establish visual hierarchy and good text-to-image ratio ● Keep headline on two lines or less ● Keep text on a simplified background so it’s easy to read ● If you do have copy that is longer than three lines, bold or highlight key words/phrases ● Use directional cues to draw the eye to the most important part of your email. Keep it Clean What Top Brands are Testing to Grow Email Marketing Revenue
  9. 9. 9 ● Rotate design layout to avoid using the same framework over and over again - emails will become stale. ○ Pro Tip: Create at least four different wireframes to cycle through your email program. Once these have been tested and optimized, use of color/typography/imagery can create the illusion of a much wider template library. Master templates help build emails more quickly and reduce errors Vary Layouts What Top Brands are Testing to Grow Email Marketing Revenue Hero + Headline + CTA Copy CTA Image + CTA #1 Logo + Navigation Example Wireframe#1 Image + CTA #2 Hero Image Logo + Navigation Headline + CTA Copy + CTA Section Image Text Example Wireframe#2
  10. 10. 10 ● Test a mix of illustrated heros, lifestyle images, typography heros, and product highlights, and GIFs. Tips for GIFs: ○ 1MB or less ○ Avoid too many animation elements in one email ○ Outlook does not support animation. The first frame must communicate your message ● Avoid reusing heros: often times, this will fail the “glance test” ● Consider Video: video is expected to make up 80% of content on the internet by 20201 and video in an email can lead to 200-300% increase in click-through rate2 Vary Your Creatives What Top Brands are Testing to Grow Email Marketing Revenue 1 Source: Forbes, 2019 2 Source: Hubspot, 2018
  11. 11. 11 ● Placement: CTAs should be above the fold ● Number: Use Multiple CTAs where it makes sense. Every email creative should have at least one CTA - if contacts get used to having no engagement point, click rates will decline over time ● Treatment: Buttons should be large, for ease of mobile use. Make sure color stands out against the design and text is easy to read. ● Copy: Don’t be afraid to change up your CTA text. Aim to use something different than “Shop Now” for every CTA in the design. Best Practices: Calls to Action What Top Brands are Testing to Grow Email Marketing Revenue
  12. 12. 12 ● Navigation with multiple end locations is recommended, in the event that contact does not choose to engage with primary CTA. Header/footer navigation can account for as high as 25% of total clicks ○ Pro Tip: Track using heat maps or link reporting. If certain location/navigation categories are consistently performing higher or lower than the average, test new categories/destinations ● Incorporate Sub-banners. Sub-banners can increase clicks and conversions, especially if the main content is highly focused on one product or offer. ● Include social channels and referral programs. Additional Engagement Points What Top Brands are Testing to Grow Email Marketing Revenue
  13. 13. 13 ● DO maintain updated Brand Guidelines, and keep your branding consistent email over email and across your other channels ● DO consider user experience to reduce bounce ○ Pro-tip: use analytics to review your site bounce rate for the email channel specifically. Is it high in comparison to your overall bounce rate? Take a critical look at design of landing pages to identify if there is a disconnect ● DON’T discount design-shock ○ Pro-tip: when rolling out new creative, aim to test on a cohort of new contacts, to accurately measure lift and optimize design before rolling out to full subscriber base Branding: Dos and Don’ts What Top Brands are Testing to Grow Email Marketing Revenue
  14. 14. 14 ● 40.7% of marketers polled in a Litmus study1 placed “focusing more on personalization and dynamic content” as the top email trend in 2019 ● First step: inventory your data ○ Pro tip: most brands have enough information to know where a contact falls in the funnel, basic demographic or location data, and past browse and purchase behavior ● Utilize product recommendation tools to dynamically display products customers may be interested in Personalization What Top Brands are Testing to Grow Email Marketing Revenue 1 Source: Ltmus, 2018
  15. 15. 15 ● Start Segmenting: Marketers who use segmented campaigns note as much as a 760% increase in revenue1 . ● Use emails as a way to gather information on user preferences for further segmentation opportunities Personalization What Top Brands are Testing to Grow Email Marketing Revenue 1 Source: Campaign Monitor, 2019
  16. 16. 16 Mobile Considerations
  17. 17. 17 ● Over 50% of all emails were opened on mobile in 2018 - and we know this number is much higher for younger markets ● Poor formatting is the number one complaint about mobile email. If an email displays poorly, no matter how good the content is, it’s likely to be deleted in under three seconds (in >70% of cases)1 ● Conversions rates for mobile traffic are growing quickly year-over-year, while conversion rates for desktop traffic are dropping2 Mobile Stats What Top Brands are Testing to Grow Email Marketing Revenue 1 Source: Adestra 2 Source: Yesmail
  18. 18. 18 ● Assets should be sized at double typical email width (sized to 1200px) to render clearly on retina displays ● Enlarge your fonts. Depending on the typeface, the headline font should be a minimum of 22px and body font 14px or more. ● Stick to single-column layout ● Keep copy concise. Rule of thumb: your reader will likely scroll through 2 times or less before moving on ● Test your email across multiple devices Mobile Requirements What Top Brands are Testing to Grow Email Marketing Revenue ○ Pro-tip: Run your email through email rendering software to see how your email displays in the inbox across most devices. Otherwise, gather info on top opens across devices and optimize for those
  19. 19. 19 Types of Mobile Design What Top Brands are Testing to Grow Email Marketing Revenue Mobile Friendly Mobile Responsive Execution Executed in design (image slices) Executed in design and code Device Render Same across desktop and mobile Different design and layouts across devices based on device-width Support Supported across all platforms Supported by most platforms, but some app and older webmail clients do not support CSS Considerations ● More/larger images may affect email load time ● Emails must be designed as a grid, without overlapping elements ● Limited support for background images When You Should Use It ● Highly-stylized, minimal text emails ● Single column templates ● Strict brand needs (fonts, colors, etc) ● Text-heavy emails, such as newsletters or informative emails ● Multi-column layouts (adjust to single column in code) ● Dynamic content
  20. 20. 20 Testing to Optimize Creative
  21. 21. How often are you testing? Poll Question ● I regularly A/B test my subject lines, messaging and send times to optimize for engagement ● It’s valuable but I don’t know what to test ● It’s valuable but I don’t have the tools ● It’s not important to me
  22. 22. 22 ● 31% of respondents regularly test ● 42.9% of respondents don’t know what to test Survey of Email Marketers What Top Brands are Testing to Grow Email Marketing Revenue Source: Yesware Blog
  23. 23. 23 ● Develop a hypothesis that you are trying to prove. ● Execute true A/B splits whenever possible. ● Make sure groups are large enough to be a true sample of database; generally recommend test sizes above 10K contacts. ● Tests should be run across multiple sends over a time range to normalize against external noise. ● Run any single test 1 to 2 times a week over a 3 to 4 week time range, depending on the test. Tests within workflows should run for 2-3 weeks ● Tests should be run on similar types of sends and segments to avoid skewed results ● If you have high confidence in clear takeaways, incorporate learnings into the email program. Testing Best Practices What Top Brands are Testing to Grow Email Marketing Revenue
  24. 24. 24 Testing Types What Top Brands are Testing to Grow Email Marketing Revenue Test Type DO DON’T Best Used For A/B ● First testing approach for new ideas ● Use 50/50 split ● Review metrics too early ● Make decisions after one test ● Determining what works best Multivariate ● After exhausting A/B Tests, consider Multivariate to enhance ● Test with multiple KPI success metrics ● Align element combos to one success metric ● Optimizing combinations of winning elements Champion Vs. Challenger ● Plan test period to have breaks for implementation ● Test during Holiday or high season as it skews results ● Ongoing testing of existing experience/many ideas to consider Hold Out ● Consider control groups instead for different experience testing ● Use this method unless no other options are valid ● Measuring incremental contribution of marketing to Conversion/ROI
  25. 25. 25 ● Gradual test process to gather results on layout and copy first, and brand updates after ● New cohort used to minimize the effect of design-shock Example: Template Updates What Top Brands are Testing to Grow Email Marketing Revenue
  26. 26. 26 ● Test run for Active Customers and Non-Purchasers ● 323% lift in click for Active Customers ● 123% lift in click for Non-Purchasers Testing: Layout What Top Brands are Testing to Grow Email Marketing Revenue
  27. 27. 27 ● Segments created by location, and live content used to serve hero based on location ● 61% lift in conversion rate ● 56% lift in revenue per delivery Example: Personalized Content What Top Brands are Testing to Grow Email Marketing Revenue VS.
  28. 28. 28 ● Different text used for each CTA as opposed to same generic “Get Yours” CTA ● 26.23% lift in click-to-open rate Testing: CTA Copy What Top Brands are Testing to Grow Email Marketing Revenue WINNER VS.
  29. 29. 29 ● Tested a more visual layout of an information-heavy email to new partners ● Separated text with blocking and color highlights ● 143% lift in click-to-open rate Testing: Text vs. Visual What Top Brands are Testing to Grow Email Marketing Revenue WINNER
  30. 30. 30 Looking Forward: Design Trends in 2019 and Beyond
  31. 31. 31 ● Bundles best stuff at the top ● Enriched Preview: Images, deals, calls-to-action ● Sender-customizable ● Nudges in the primary inbox Gmail Promotions Annotation What Top Brands are Testing to Grow Email Marketing Revenue
  32. 32. 32 ● Accelerated Mobile Pages (AMP) for email is open source technology for Gmail that allows senders to create more engaging, interactive and actionable experiences directly within the email. AMP for Gmail What Top Brands are Testing to Grow Email Marketing Revenue
  33. 33. 33 ● Complex Animated Gifs ● Live Content ● Cinemagraphs ● Embedded Video ● CSS Animation Advanced Animation What Top Brands are Testing to Grow Email Marketing Revenue
  34. 34. Best Practices for Email Design
  35. 35. Sammi Nutsongtat Klaviyo Product Expert | Designer
  36. 36. 1 // Design Basics 2 // Template Design Tips 3 // Actionable Takeaways Agenda Agenda
  37. 37. Design Basics
  38. 38. “Reduce the cognitive load” Is your content relevant? How long is too long? Who is your audience?
  39. 39. Design Basics39 Fonts ● Custom fonts vs. web safe fonts ● Use a maximum of 2 font faces ● Responsive font sizes.
  40. 40. Colors ● Stick to brand colors. ● Bright and bold for important CTAs. 40 CTAs ● Separate main CTAs from secondary CTAs Design Basics
  41. 41. 41 Mobile vs. Desktop ● Know your audience ● Mirroring layouts ● Media query support (responsive design) Takeaways ● 1-column layouts ● Responsive font sizes ● Keep it simple and clean Design Basics
  42. 42. 42 Text Based vs. All Image Email ● Branding ● Think about deliverability ● Blocked images or poorly scales down for mobile Takeaways ● 80/20 rule ● Include Alt-Text on all of your images ● Branding doesn’t need to be 100% sacrificed Design Basics
  43. 43. Template Design Tips
  44. 44. Email Types Campaigns Flows
  45. 45. Campaigns
  46. 46. 46 Campaign - Why this works... ● Brand: Car Keys ● Type of Email: Blog/Informational ● ‘Long’ in length but content is short and concise ● Clear CTAs Campaigns
  47. 47. 47 Klaviyo Level Up Segment your users and only show them content based on their profile properties Campaigns person.bmw
  48. 48. 48 Campaign - Why this works... ● Brand: Headspace ● Type of Email: Product Sale ● Offer expiration (sense of urgency) ● Minimal CTAs Campaigns
  49. 49. 49 Klaviyo Level Up Replace the expiration date with countdown timer Campaigns
  50. 50. 50 Campaign - Why this works... ● Brand: Alit ● Type of Email: New Product ● Focused content ● Captivating imagery ● One main CTA Campaigns
  51. 51. 51 Klaviyo Level Up Create a segment for your predicted high-value customers to share news first Campaigns
  52. 52. Flows
  53. 53. 53 Flows - Why this works... ● Brand: Beardbrand ● Type of Email: Abandoned Cart ● Standalone logo ● One CTA – Two chances to click Flows
  54. 54. 54 Klaviyo Level Up Use a conditional split to send personalized abandoned cart emails based on specific attributes Flows
  55. 55. 55 Flows - Why this works... ● Brand: Warby Parker ● Type of Email: Welcome Series ● Intro to BTS of their product ● Top categories in the navigation Flows
  56. 56. 56 Klaviyo Level Up Collect more information or update a profile property through clicks Flows {% update_property_link 'profile_property' 'property_value' 'redirect_link' %}
  57. 57. 57 Flow - Why this works... ● Brand: Missguided ● Type of Email: Birthday ● “Personalized” text ● Simple CTA Flows sammi
  58. 58. 58 Klaviyo Level Up Auto-apply a dynamic coupon within the CTA for easy use Flows
  59. 59. Actionable Takeaways
  60. 60. Design Basics ● Content is key ● Stay within brand guidelines ● Optimize for readability ● Structure layouts based on the purpose of communication Campaigns ● Clear and concise ● Sense of urgency ● Clear primary and secondary CTA buttons Flows ● No distractions ● Short and sweet ● Make broad emails feel personal Next Level Tips ● Create flows based on predictive analytics ● Collect information to learn about your customers ● Show/hide dynamic content
  61. 61. Schedule Your 1:1 Strategy Evaluation
  62. 62. Q & A Type Your Questions In The Chat Box Live Q&A Amy Slater Sr. Strategist, CRM & Email Sammi Nutsongtat Design Specialist
  63. 63. July Webinars 1. Price 2. Shipping Method 3. Review Quality 4. Count of Reviews July 7 8 9 California Consumer Privacy Act (CCPA): Countdown to Compliance 10 11 12 13 14 15 16 17 How the Best Beauty Brands Find Success On Amazon: Growing Your Brand and Revenue 18 19 20 21 22 23 Amplifying Influencer Marketing: How to Use Paid Media to Maximize Return on Influencer Efforts 24 25 26 27 28 29 30 Using LTV Data to Optimize Your Paid Media Strategy 31 August 1 2 3

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