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Big Wins from the Inbox: Email Strategies to Get More Conversions

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#ConvRoadTrip presentation - In this session, Ellie will dive into the depths of email marketing and share tips on how to get greater results from your campaigns. Discover what factors to test, what metrics to measure, and even what emails to send to reach your email marketing goals. Ellie will go beyond open rates and talk about segmentation, alternatives to email newsletters, and strategies to fill the top of the funnel and nurture your leads at the same time.

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Big Wins from the Inbox: Email Strategies to Get More Conversions

  1. 1. Big Wins from the Inbox: Email Strategies to Get More Conversions Ellie Mirman VP Marketing, Toast @ellieeille
  2. 2. Source: Custora via Optimizely
  3. 3. 15 Tips to Improve Your Email Marketing Results
  4. 4. The Simple Things That Make a Big Difference
  5. 5. Have a Clear Call-to-Action
  6. 6. Email with single call to action increased clicks 371% and sales 1617%
  7. 7. Keep Your Segmentation Simple
  8. 8. 0% 20% 40% 60% 80% 100% Abuse Reports Unsubscribes Clicks Opens % Improvement in Email Performance Metrics for Segmented Emails Activity Segmentation Interest Group Segmentation Date Segmentation Merge Field Segmentation Overall Source: MailChimp Research June 2015
  9. 9. Align Content with the Funnel Stages Customer Visit Opportunity Lead Prospect MQL Top educational gated content Product education with next step Responses/alerts based on actions Content resources for sales
  10. 10. Widen the Funnel & Replenish Your List 2.1% of your contact data goes bad every month. -MarketingSherpa
  11. 11. Focus on Value – WIIFM?
  12. 12. 60% Average landing page conversion rate
  13. 13. 73%Conversion Rate
  14. 14. Build an Opt-In List Source: Omnivore, MailChimp’s anti-abuse system
  15. 15. Run Big and Varied Tests
  16. 16. Many Elements to Test… •  Offer •  Topic •  Format •  Length/Size •  Name •  Landing Page •  Description •  Length •  Image/Preview •  Form Placement •  Number of Form Fields •  Which Form Fields •  Form “Submit” Button Text •  Sender Name/Address •  Consistent vs. Changing •  Person vs. Company •  Category-Related Name •  Audience •  Interest •  Persona •  Recency or Level of Engagement •  Other Demographics •  Lifecycle Stage •  Format •  Plain Text vs. HTML •  Content in Text vs. Images •  Number of Calls to Action •  Length of Email •  Timing & Frequency •  Day of Week •  Time of Day •  Triggered by Behavior •  Timing Around Event •  Frequency
  17. 17. Choose Simple but Critical Metrics •  Running a demand gen campaign? Measure leads •  Launching a nurture stream? Measure the impact on close rate •  Testing content? Measure CTR or download rate •  Using email to support Marketing’s end goal? Measure revenue
  18. 18. The Unexpected Things That Can Drive Results
  19. 19. Use One Channel to Build the Other Use email to amplify social and search. Use LinkedIn to build your email list.
  20. 20. Use TOFU for MOFU, MOFU for TOFU Solve for TOFU with MOFU Solve for MOFU with TOFU
  21. 21. Test Best Practices
  22. 22. Source: HubSpot Science of Email Marketing
  23. 23. Source: HubSpot Science of Email Marketing
  24. 24. The Complementary Things That Can Matter Even More
  25. 25. Complement Email with Other Channels Retargeting Social Website Events Phone
  26. 26. Matching website banner to email increased revenue per campaign by 10% Source: MarketingSherpa
  27. 27. Optimize the Landing Page
  28. 28. Remember To Do Internal Marketing Sales Enablement Leadership Updates
  29. 29. Comarketing & Social Updates Experiment with Other Email Types Dedicated Offer Email Thank You / Confirmation Abandonment Nurturing
  30. 30. When you’re putting together your email campaign, remember… ü  The Simple Things That Make a Big Difference ü  The Unexpected Things That Can Drive Results ü  The Complementary Things That Can Matter Even More
  31. 31. thank you Ellie Mirman VP Marketing, Toast all-in-one restaurant management platform www.toasttab.com twitter.com/ellieeille linkedin.com/in/elliemirman

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