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Improve Your Click Through Rate Using Email Best Practice

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Isabel Wall
The University of Sussex
London, UK | February 2017

Published in: Education
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Improve Your Click Through Rate Using Email Best Practice

  1. 1. I m p rov e y o u r c l i c k t h ro u g h ra t e u s i n g e m a i l b e s t p ra c t i c e Isabel Wall The University of Sussex London, UK | February 2017
  2. 2. “Email remains an essential part of every consumer’s day…it is as much a part of their daily routine as brushing their teeth” DMA Insight: Consumer Email Tracking Study 2016
  3. 3. 81% of people checked their personal email at least 2 to 3 times a day. Only 4% said less than once a day 66% said they agree that information about appointments is best received by email 76% agreed that information was also best served by email
  4. 4. Only 16% said that more than half of the emails they receive are relevant to them 74% of emails are deleted after one day in any inbox 67% read fewer than half their emails received 40% said that too many emails from a sender would prompt them to mark that email as spam
  5. 5. 3 areas of best email practice 1 2 3 Data Evaluate and Optimize A winning email plan and creative
  6. 6. As a sector we are lucky that we have a fresh, new audience that we can talk to every year
  7. 7. Have you got your data capture right? If your form is too long, people won’t fill it in. If your form is too short, you won’t have enough information to send relevant communications.
  8. 8. # H U E M E A 1 7 Image and short description option What is your comms plan? What do you really need to know for research purposes? Make your form as short as possible by using conditional logic Drag  or  drop  your  photograph  here
  9. 9. Email consent Law by February 2018 that you can only email/text those who have explicitly opted-in? Why email someone who doesn’t want to hear from you?
  10. 10. # H U E M E A 1 7 Image and short description option We are all truly terrified of the above Download and check your data to minimize risk before send – get someone else to sign it off Drag  or  drop  your  photograph  here
  11. 11. # H U E M E A 1 7 Image and short description option A more common problem is sending an email to the wrong data selection on a daily basis. One poorly targeted email may stop your prospects from reading any more. Are you sending too many emails? Segment your data and build a communications plan for each segment. Drag  or  drop  your  photograph  here
  12. 12. Winning email plan and creative • Know your audience • Plan, plan, plan • Best practice email
  13. 13. MEET HENRY While he was deciding which Uni to accept he: • met his first girlfriend • was in a band • failed his driving test • couldn’t be bothered to read his uni emails
  14. 14. What is the objective? Who is my target audience? What do they currently think and do? What do we want them to think and do? What is the single minded key message? 1 Why should they believe this? What are mandatories and how do we measure success? 2 3 4 5 Every email needs a creative brief 7 6
  15. 15. Define segments Write plan for what this segment should receive – one message per email Don’t deviate from the plan 1 Stops over contact Builds brand across the plan Stops any unnecessary emails creeping in 2 3 1 2 3 Every email deserves to belong to a plan
  16. 16. Email best practice design
  17. 17. Email best practice design
  18. 18. Mobile optimised/desktop compatible One clear key message Strong call to action Use bullet points Keep it short 1 Use video Test if you can Get your timing right Don’t send too many emails QA and proof your emails before send 2 3 4 5 6 7 8 9 1 0
  19. 19. Every email by segment. Create your own average CTR by each audience CTR/Conversion to applicant/conversion to firm Bin what is underperforming for that segment and replace with a better communication See engagement and ultimately conversion increase 1 2 1 2 Take action to see your CTRS increase Save yourself some time and energy but not repeating poorly performing emails 3 MAKE SURE YOU DO SOMETHING ABOUT IT!
  20. 20. Thank you for listening Do you have any questions? Isabel Wall, University of Sussex

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