SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.
SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.
Successfully reported this slideshow.
Activate your 14 day free trial to unlock unlimited reading.
Big Wins from the Inbox: Email Strategies to Get More Conversions
#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.
#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.
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.
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.
Widen the Funnel & Replenish Your List
2.1% of your contact data
goes bad every month.
-MarketingSherpa
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.
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
28.
Remember To Do Internal Marketing
Sales Enablement Leadership Updates
29.
Comarketing & Social
Updates
Experiment with Other Email Types
Dedicated Offer
Email
Thank You /
Confirmation
Abandonment
Nurturing
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