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Send Better Emails:
Making the most of
your email marketing
Jon May | Inbox Hero & RAC
SLIDESHARE.NET/MrJonMay
@JonDoesEmails
@JonDoesEmails
What we’ll cover
 Quality is better than quantity
@JonDoesEmails
What we’ll cover
 Quality is better than quantity
 Making emails work smarter
@JonDoesEmails
What we’ll cover
 Quality is better than quantity
 Making emails work smarter
 Metrics for email success
@JonDoesEmails
What we’ll cover
 Quality is better than quantity
 Making emails work smarter
 Metrics for email success
 Thinking about post purchase
Jon May
@JonDoesEmails
sendbetter.email/brightonseo
@JonDoesEmails
About Jon
@JonDoesEmails
About Jon
“Send more emails,
make more sales”
more emails ≠ more sales
more emails ≠ more sales
better emails = more sales
Working
Smarter
@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?
@JonDoesEmails
Middletons Mobility
@JonDoesEmails
Personalised imagery
Defining
Success
@JonDoesEmails
What is success?
• Primary success metric
• Secondary success metric(s)
• This could be:
• Opens
• Clicks
• Sales
• Revenue
@JonDoesEmails
What is success?
• Primary success metric
• Secondary success metric(s)
• This could be:
• Opens
• Clicks
• Sales
• Revenue
@JonDoesEmails
What is success?
• Primary success metric
• Secondary success metric(s)
• This could be:
• Opens
• Clicks
• Sales
• Revenue
@JonDoesEmails
Positive email engagements
Open Click Action
@JonDoesEmails
Positive email engagements
Open Click Action
@JonDoesEmails
Positive email engagements
Open Click Action
@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
@JonDoesEmails
Open rates
• A measure of success for envelope content:
• Sender name
@JonDoesEmails
Open rates
• A measure of success for envelope content:
• Sender name
• Subject line
@JonDoesEmails
Open rates
• A measure of success for envelope content:
• Sender name
• Subject line
• Preview text
@JonDoesEmails
Click rate
• A measure of success for:
• Attractive proposition
• Having a clear and present goal
• Expectation matching
• Call-to-action button text
• Urgency
@JonDoesEmails
Actions/Conversion rate
• A measure of success for:
• How easy it is to take the action
• Destination matches expectations
• Normally website-related
@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
@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
@JonDoesEmails
Blended actions
@JonDoesEmails
Being clear about what you want
@JonDoesEmails
Being clear about what you want
@JonDoesEmails
Being clear about what you want
@JonDoesEmails
Using action based button text
@JonDoesEmails
Using action based button text
@JonDoesEmails
Using action based button text
What’s
Next
@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
A/B Testing
Why do A/B tests?
Better data-
led decision
making
Why do A/B tests?
Better data-
led decision
making
Turns
opinions
into facts
Why do A/B tests?
Learn specific
things about
your audience
Better data-
led decision
making
Turns
opinions
into facts
Why do A/B tests?
Learn specific
things about
your audience
Better data-
led decision
making
Turns
opinions
into facts
Try out
unconventional
ideas
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
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
Why not do A/B tests?
Not enough
data/
subscribers
Why not do A/B tests?
Not enough
data/
subscribers
Doubles
the creative
required
Why not do A/B tests?
Not enough
time for
structured
testing
Not enough
data/
subscribers
Doubles
the creative
required
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
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
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
@JonDoesEmails
Watch out for:
@JonDoesEmails
Managing the Hippo
•Highest
•Paid
•Person’s
•Opinion
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)
@JonDoesEmails
What we’ve covered
 Quality is better than quantity
 Making emails work smarter
 Metrics for email success
 Thinking about post purchase
@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)
Jon May
@JonDoesEmails
sendbetter.email/brightonseo
Send Better Emails:
Making the most of
your email marketing
Jon May | Inbox Hero & RAC
SLIDESHARE.NET/MrJonMay
@JonDoesEmails

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