BrightonSEO - Jon May and how to Send Better Emails

1. Send Better Emails: Making the most of your email marketing Jon May | Inbox Hero & RAC SLIDESHARE.NET/MrJonMay @JonDoesEmails

2. @JonDoesEmails What we’ll cover  Quality is better than quantity

3. @JonDoesEmails What we’ll cover  Quality is better than quantity  Making emails work smarter

4. @JonDoesEmails What we’ll cover  Quality is better than quantity  Making emails work smarter  Metrics for email success

5. @JonDoesEmails What we’ll cover  Quality is better than quantity  Making emails work smarter  Metrics for email success  Thinking about post purchase

6. Jon May @JonDoesEmails sendbetter.email/brightonseo

7. @JonDoesEmails About Jon

8. @JonDoesEmails About Jon

9. “Send more emails, make more sales”

10. more emails ≠ more sales

11. more emails ≠ more sales better emails = more sales

12. Working Smarter

13. @JonDoesEmails Making content fit the reader • More relevant content = better engagement • Show products they’ve expressed an interested in • What data do you have access to? • How could you put it to good use?

14. @JonDoesEmails Middletons Mobility

15. @JonDoesEmails Personalised imagery

16. Defining Success

17. @JonDoesEmails What is success? • Primary success metric • Secondary success metric(s) • This could be: • Opens • Clicks • Sales • Revenue

20. @JonDoesEmails Positive email engagements Open Click Action

23. @JonDoesEmails Email engagement stages Actions Clicks Opens Emails delivered Total emails sent • The aim is to make each gate as wide as possible • More opens = more clicks if the click rate stays static • Greatest impact from the top engagement stages

24. @JonDoesEmails Open rates • A measure of success for envelope content: • Sender name

25. @JonDoesEmails Open rates • A measure of success for envelope content: • Sender name • Subject line

26. @JonDoesEmails Open rates • A measure of success for envelope content: • Sender name • Subject line • Preview text

27. @JonDoesEmails Click rate • A measure of success for: • Attractive proposition • Having a clear and present goal • Expectation matching • Call-to-action button text • Urgency

28. @JonDoesEmails Actions/Conversion rate • A measure of success for: • How easy it is to take the action • Destination matches expectations • Normally website-related

29. @JonDoesEmails What is your goal? • Make a purchase • Sign a petition • Register for an event • Sign up for a free trial • Always aim for action taken • Being informed is not an action • Knowing and doing are two opposite forces

30. @JonDoesEmails Actions Primary Actions Secondary Actions • Make a purchase • Read an article • Sign a petition • Learn more • Register for an event • Visit a website (if not for a Primary Action) • Sign up for a free trial • Watch a video • Renew your account Being informed is NOT an action • Upgrade your plan • Recommend a friend • Sign up to volunteer • Log in to change your account • Vote in an election

31. @JonDoesEmails Blended actions

32. @JonDoesEmails Being clear about what you want

35. @JonDoesEmails Using action based button text

38. What’s Next

39. @JonDoesEmails Post purchase sequences Abandon basket Receipt Delivery notification Reviews Follow up Care/usage instructions Cross sell & up sell Replenishment reminder Refer-a-friend Non-recent customer reminder Loyalty scheme Onboarding sequence

40. A/B Testing

41. Why do A/B tests? Better data- led decision making

42. Why do A/B tests? Better data- led decision making Turns opinions into facts

43. Why do A/B tests? Learn specific things about your audience Better data- led decision making Turns opinions into facts

44. Why do A/B tests? Learn specific things about your audience Better data- led decision making Turns opinions into facts Try out unconventional ideas

45. Why do A/B tests? Learn specific things about your audience Better data- led decision making Turns opinions into facts Try out unconventional ideas Reduces overall risk of failure

46. Why do A/B tests? Learn specific things about your audience Better data- led decision making Turns opinions into facts Try out unconventional ideas Helps internal stakeholders be heard Reduces overall risk of failure

47. Why not do A/B tests? Not enough data/ subscribers

48. Why not do A/B tests? Not enough data/ subscribers Doubles the creative required

49. Why not do A/B tests? Not enough time for structured testing Not enough data/ subscribers Doubles the creative required

50. Why not do A/B tests? Not enough time for structured testing Not enough data/ subscribers Doubles the creative required Not everything needs to be tested all the time

51. Why not do A/B tests? Not enough time for structured testing Not enough data/ subscribers Doubles the creative required Not everything needs to be tested all the time Testing for the sake of testing

52. Why not do A/B tests? Not enough time for structured testing Not enough data/ subscribers Doubles the creative required Not everything needs to be tested all the time Better to focus on making one thing better Testing for the sake of testing

53. @JonDoesEmails Watch out for:

54. @JonDoesEmails Managing the Hippo •Highest •Paid •Person’s •Opinion

55. If you have to kiss a lot of frogs to find a prince, find more frogs and kiss them faster and faster Mike Moran, Do It Wrong Quickly (2007)

56. @JonDoesEmails What we’ve covered  Quality is better than quantity  Making emails work smarter  Metrics for email success  Thinking about post purchase

57. @JonDoesEmails Learn more about email 1. Follow on Twitter: @JonDoesEmails 2. View Slides: sendbetter.email/brightonseo 3. Buy book at link above (20% off for BrightonSEO attendees)

58. Jon May @JonDoesEmails sendbetter.email/brightonseo

59. Send Better Emails: Making the most of your email marketing Jon May | Inbox Hero & RAC SLIDESHARE.NET/MrJonMay @JonDoesEmails

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