5 Missed Opportunities that can impact your ROI by Kath Pay

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5 Missed Opportunities that can impact your ROI by Kath Pay

  1. 1. 5 Missed Opportunitiesthat can impact yourROIKath Pay / @KathPay
  2. 2. Kath Pay• 12+ years of experience in email marketing• Lead Tutor for the Award in Email Marketing at the IDM www.theidm.co.uk• Tutor of Econsultancy’s Advanced Email Marketing course www.econsultancy.com• Email marketing consultant & trainer www.PlanToEngage.com ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 2
  3. 3. 5 Missed Opportunities that can impact your ROILet’s dive in! 3
  4. 4. Don’t be too greedy. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 4
  5. 5. 1. Don’t ask for too muchinformation• Think of it as a Value-Exchange• You can always ask for more later on• Or you can observe their behaviour ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 5
  6. 6. Get theirattention. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 6
  7. 7. 2. State the offer in the subject line• Be specific• Use the Pre-Header• WIIFM?• Design for the Preview Pane ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 7
  8. 8. Use the pre-header wisely ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 8
  9. 9. Think mobile. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 9
  10. 10. 3: Simple Single Column Email28/09/2012 10 ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  11. 11. Leads to a Web Landing Page28/09/2012 11 ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  12. 12. Or a Mobile Landing Page28/09/2012 12 ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  13. 13. Which works!28/09/2012 13 ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  14. 14. Optimise forconversions. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 14
  15. 15. 4. Make the Call To Action crystal-clear!• Tell them what you expect them to do…• … multiple times!• Use action verbs• Beware of images ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 15
  16. 16. Which one worked best?1. Read more2. Continue to article3. Click to continue Source: Mark Van Bogaert ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 16
  17. 17. Which one worked best?1. Read more 1002. Continue to article 1843. Click to continue 474 Source: Mark Van Bogaert ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 17
  18. 18. Landing Pages – Keep it simple• Keep forms short• Re-state benefits• Tell them what to do (again)• Get rid of distractions ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 18
  19. 19. Work Smart. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 19
  20. 20. 5. Use Triggered Emails…• Low-fares.com• Increased opens by 3x• Increased CTR’s by 1.5x• Needs careful testing ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 20
  21. 21. 5: Send Triggered Emails ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 21
  22. 22. Let’s recap1. Don’t ask for too much information upfront2. Get their attention by using and testing the subject line and pre-header and designing for the preview pane.3. Optimise for your mobile audience4. Optimise your CTA’s & Landing Pages for conversion5. Work smart by using triggered campaigns ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 22
  23. 23. Bonus tip #1:Don’t rely on best practices: test, test, test! ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 23
  24. 24. Bonus tip #2: ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 24
  25. 25. Thank you!Kath@PlanToEngage.com+44 777 1535 182www.linkedin.com/in/kathpay www.Plan2Engage.me 25

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