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BrightonSEO - Jon May and how to Send Better Emails

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BrightonSEO - Jon May and how to Send Better Emails

  1. 1. Send Better Emails: Making the most of your email marketing Jon May | Inbox Hero & RAC SLIDESHARE.NET/MrJonMay @JonDoesEmails
  2. 2. @JonDoesEmails What we’ll cover  Quality is better than quantity
  3. 3. @JonDoesEmails What we’ll cover  Quality is better than quantity  Making emails work smarter
  4. 4. @JonDoesEmails What we’ll cover  Quality is better than quantity  Making emails work smarter  Metrics for email success
  5. 5. @JonDoesEmails What we’ll cover  Quality is better than quantity  Making emails work smarter  Metrics for email success  Thinking about post purchase
  6. 6. Jon May @JonDoesEmails sendbetter.email/brightonseo
  7. 7. @JonDoesEmails About Jon
  8. 8. @JonDoesEmails About Jon
  9. 9. “Send more emails, make more sales”
  10. 10. more emails ≠ more sales
  11. 11. more emails ≠ more sales better emails = more sales
  12. 12. Working Smarter
  13. 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. 14. @JonDoesEmails Middletons Mobility
  15. 15. @JonDoesEmails Personalised imagery
  16. 16. Defining Success
  17. 17. @JonDoesEmails What is success? • Primary success metric • Secondary success metric(s) • This could be: • Opens • Clicks • Sales • Revenue
  18. 18. @JonDoesEmails What is success? • Primary success metric • Secondary success metric(s) • This could be: • Opens • Clicks • Sales • Revenue
  19. 19. @JonDoesEmails What is success? • Primary success metric • Secondary success metric(s) • This could be: • Opens • Clicks • Sales • Revenue
  20. 20. @JonDoesEmails Positive email engagements Open Click Action
  21. 21. @JonDoesEmails Positive email engagements Open Click Action
  22. 22. @JonDoesEmails Positive email engagements Open Click Action
  23. 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. 24. @JonDoesEmails Open rates • A measure of success for envelope content: • Sender name
  25. 25. @JonDoesEmails Open rates • A measure of success for envelope content: • Sender name • Subject line
  26. 26. @JonDoesEmails Open rates • A measure of success for envelope content: • Sender name • Subject line • Preview text
  27. 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. 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. 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. 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. 31. @JonDoesEmails Blended actions
  32. 32. @JonDoesEmails Being clear about what you want
  33. 33. @JonDoesEmails Being clear about what you want
  34. 34. @JonDoesEmails Being clear about what you want
  35. 35. @JonDoesEmails Using action based button text
  36. 36. @JonDoesEmails Using action based button text
  37. 37. @JonDoesEmails Using action based button text
  38. 38. What’s Next
  39. 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. 40. A/B Testing
  41. 41. Why do A/B tests? Better data- led decision making
  42. 42. Why do A/B tests? Better data- led decision making Turns opinions into facts
  43. 43. Why do A/B tests? Learn specific things about your audience Better data- led decision making Turns opinions into facts
  44. 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. 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. 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. 47. Why not do A/B tests? Not enough data/ subscribers
  48. 48. Why not do A/B tests? Not enough data/ subscribers Doubles the creative required
  49. 49. Why not do A/B tests? Not enough time for structured testing Not enough data/ subscribers Doubles the creative required
  50. 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. 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. 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. 53. @JonDoesEmails Watch out for:
  54. 54. @JonDoesEmails Managing the Hippo •Highest •Paid •Person’s •Opinion
  55. 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. 56. @JonDoesEmails What we’ve covered  Quality is better than quantity  Making emails work smarter  Metrics for email success  Thinking about post purchase
  57. 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. 58. Jon May @JonDoesEmails sendbetter.email/brightonseo
  59. 59. Send Better Emails: Making the most of your email marketing Jon May | Inbox Hero & RAC SLIDESHARE.NET/MrJonMay @JonDoesEmails

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