Measuring Conversions in Email Marketing

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Measuring Conversions in Email Marketing

  1. 1. Conversions<br />Key applicable methodologies for increasing conversions…….<br />Or what you can do now to get more people buying!<br />
  2. 2. What we are going to cover<br /><ul><li>Why we need to focus on conversions
  3. 3. Because people don’t!
  4. 4. CTA’s
  5. 5. Are you making it easy enough?
  6. 6. Re-targeting
  7. 7. The key strategy for maximum improvements
  8. 8. Segmenting
  9. 9. Creative solutions to poor quality data
  10. 10. Post click
  11. 11. The story just begins after they click through
  12. 12. Post conversion
  13. 13. Build and develop using email </li></li></ul><li>Conversions<br />Email marketing is about 3 things:<br /> Record<br /> Refine <br /> Repeat<br />
  14. 14. Conversions<br />What you measure improves............<br />
  15. 15. First things first <br />Track your conversions:<br />
  16. 16. Our Integration<br />
  17. 17. CTA’s – how not 2 Club Med<br />
  18. 18. Club Med<br />
  19. 19. Club Med<br />
  20. 20. Sorry another #fail<br />What they should have done:<br /><ul><li>Clear call to action
  21. 21. Simple design , match website
  22. 22. Use all their assets
  23. 23. Keep it short!</li></li></ul><li>The easy win’s <br />Target again the positive and the negative.<br /><ul><li>The opens
  24. 24. The not opens
  25. 25. The clicks
  26. 26. The not clicks
  27. 27. The converted
  28. 28. The unconverted</li></li></ul><li>But I don’t have the time!<br />Why not?<br /><ul><li>Design
  29. 29. HTML
  30. 30. Spam testing
  31. 31. Data Extracts</li></ul>And everything else that comes with putting together an industry leading email program......<br />
  32. 32. Top secret.....<br />A little known or advertised fact<br />
  33. 33. The easy win’s <br />Practical Steps<br />Case Study – Truprint<br /><ul><li>Target non-purchasers or actives.
  34. 34. Sent an email to non-purchasers designed to drive them to purchase.
  35. 35. Analysed the results and then later generated an email to ‘non-openers’ or ‘non-clickers’ offering them a further discount.</li></li></ul><li>Practical Steps<br />Case Study – Truprint<br /> Targeted eshotRetargeted eshot to non-actives<br /> with further discount<br />
  36. 36. Segmenting and Personalising <br />If you have the data it is easy peasy....<br />
  37. 37. Segmenting and Personalising <br />If you don’t have data you need to be a little more creative<br />Look at what you have:<br /><ul><li>Domain?
  38. 38. When they signed up?
  39. 39. Where they came from?
  40. 40. Where they are ?
  41. 41. Who are they assigned to?
  42. 42. What products are they interested in?</li></li></ul><li>Or Just guess!<br />
  43. 43. Post click<br />Nobody converts at the click <br />
  44. 44. The landing page<br />You need to grab the visitors attention – and quickly<br />Cut down the:<br /><ul><li>Forms
  45. 45. Copy
  46. 46. Alternative navigation</li></ul>You only have 7 seconds<br />Make sure you avoid linking through to the home page!<br />
  47. 47. Rightmove Examples<br />
  48. 48. Rightmove Examples<br />
  49. 49. Citrix<br />
  50. 50. Post conversions<br />What’s the best lead you could have?<br />“I viewed an online ad and I liked what I saw”<br />“I signed up to the email and got an offer that interested me”<br />“I was recommended your product/service”<br />
  51. 51. Give them a cuddle afterwards<br />
  52. 52. It doesn’t have to be tough <br /><ul><li>Focus on conversions
  53. 53. Because you are great marketers
  54. 54. Provide clear CTA’s
  55. 55. As people like being told what to do
  56. 56. Re-target
  57. 57. The smart marketers strategy
  58. 58. Segment
  59. 59. Because you love thinking outside “the box”
  60. 60. Post click
  61. 61. We want to seal the deal
  62. 62. Post conversion focus
  63. 63. Not for “brand new customers only”</li></ul>Follow me @marcmunier and @pure360<br />Email me marc.munier@pure360.co.uk<br />Or even call me 01273 647880<br />

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