5 engaging tactics to optimise conversions for your email marketing progra

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We all know how important conversions are - but how many of us actually focus on converting our customers within our emails? Econsultancy found that for every $92 spent acquiring customers, only $1 is spent on conversion rate optimisation and unfortunately the same can be said for email marketing.

In this session, Kath Pay of Plan to Engage shows 5 engaging tactics to implement within your email marketing programme that will help you to successfully drive conversions.

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5 engaging tactics to optimise conversions for your email marketing progra

  1. 1. 5 Engaging Tactics to Optimise Conversions for your Email Marketing Programme Kath Pay | @kathpay eCRM & Email Marketing Consultant
  2. 2. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Your presenter – Kath Pay • 13+ years of experience in email marketing • Email Marketing Consultant, Trainer & Speaker • Lead trainer for Email Marketing for Econsultancy & the IDM in the UK @kathpay
  3. 3. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com About Plan to Engage • eCRM & Email Marketing Strategy • Email Design & Coding • Deliverability Support • Email Vendor Selection • Conversion Optimisation • Workshops & Training Courses www.PlanToEngage.com
  4. 4. Let’s get started!
  5. 5. #1: Cinemagraphs
  6. 6. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  7. 7. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Intriguing?
  8. 8. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  9. 9. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Remember: Images can be powerful – make them count Source: Neuromarketing
  10. 10. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com They should always support the Call-To-Action Source: Neuromarketing
  11. 11. #2: Animated Gifs
  12. 12. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Have a bit of action in your email….
  13. 13. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Simple but effective
  14. 14. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  15. 15. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  16. 16. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Call To Action?
  17. 17. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  18. 18. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Video-Animated Gif
  19. 19. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Video .GIF examples
  20. 20. Holland America conducted an A/B test an animated .GIF video in email versus a static image Results? 100% higher clickthrough rate on the video segment. Liveclicker
  21. 21. #3: Video in email
  22. 22. YouTube: 72 hours of video are uploaded every minute, or more than one hour of video is uploaded to YouTube every second.
  23. 23. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Sticky and appealing…. •Use sensory based content – Video ticks all the boxes 1. Visual 2. Auditory 3. Kinesthetic
  24. 24. 63.9% of 5000 people watched a video sent by email to completion. The average email readers will only spend 8 seconds reading an email Marketing Vox
  25. 25. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Higher engagement www.activepath.com
  26. 26. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Go Viral
  27. 27. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Personalised video http://www.skeletonproductions.com/email-marketing
  28. 28. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  29. 29. 4: Optimise for all devices
  30. 30. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Source: Pew Research
  31. 31. Mobile readers are sticky because of the ‘Killing time’ factor Source: Norman Nielsen Email Usability Report
  32. 32. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com DO consider Context People check emails on mobiles: • In bed • In the bathroom • Whilst intoxicated • To kill time • Watching TV • At the Gym
  33. 33. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Source: Google Multi-screen world
  34. 34. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Case Study: Savvy Moms
  35. 35. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com iPhone with Media Queries http://stylecampaign.com/blog/2011/09/media-query-trifecta/
  36. 36. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Savvy Mom results • 3 x lift in click-to-open rate compared to control AND • Comparing mobile vs. desktop views: 12% of those who opened the redesigned email on a mobile clicked, and 6% who opened on the desktop clicked
  37. 37. 5: Involve storytelling
  38. 38. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Storytelling • Everyone loves stories • Turn your messages into stories • Help them to ‘stick’ • The Protagonist needs to lead the way • Audience needs to be able to empathize with them • He helps the audience to be emotionally engaged with your message
  39. 39. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Get their attention: Write like a journalist
  40. 40. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com ..and tell a story…. • Dry subject • Insurance company targeting film companies • Happy ending  • Open rate 60%
  41. 41. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com Storytelling & serialisation – Lovely!
  42. 42. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com So….. • Don’t be afraid to test something new • Images are powerful – they can either support your objective or divert their attention away. • Remember – at the heart of every subscriber is a human being (yes really!) – so use emotions and basic marketing principles to engage them
  43. 43. Questions? Kath Pay @kathpay Kath@PlanToEngage.com www.linked.com/in/kathpay

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