7 tips to getting yoursubscribers to action youremailsKath Pay | @kathpayeCRM & Email Marketing Consultant
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comYour presenter – Kath Pay• 13+ years of experiencein emai...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comAbout Plan to Engage• eCRM & Email MarketingStrategy• Ema...
For every $92 spend acquiringcustomers, only $1 is spent onconversion rate optimisation
#1.Focus on your objective
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comIf you don’t know where you’regoing………how can you take yo...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comBe clear about your goals• Do you want more subscribers?•...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com…and focus on them
#2.Carefully Craft your Subject Line
Spend 80% crafting your headlineand 20% writing the copy
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comSome Subject Line tips1. Be useful and ultra specific – m...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comEffective Subject LinesRule of 2:Front-Load your Subject ...
#3.Maximise the Golden Real Estate
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comWhich Preview Pane?B2B - Outlook
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comDesign for the Golden Real-Estate
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comUtilise the Pre-header space
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comBenefits are visible on an iPhone& iPad too
#4.Become the Director!
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comGuide them – usedesign, copy, imagery….
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comSet your subscribers a task
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comBut don’t overwhelm them….
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comLeverage the Rule of 3
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comRule of 2 in action1. Heading and subheadcopy critical• F...
#5.Be persuasive
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comUse Action Words
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comUnderstand the differencebetween Pull & Push channelWebEm...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comMake the CTA appropriate towhere they‟re at in the buying...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comBe specificA B+230%
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comWhat’s the value of a mint?One mint with bill: tip rises ...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comHook them in with storytelling
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comA Tale of 2 Chickens
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comThe Study• Audience was told that plump chicken was a nat...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comThe results• Both sets expressed a preference for the nat...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comEngage their emotions first• We make decisions based upon...
#6.Use images wisely
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comImages can be powerful – make them countSource: Neuromark...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comAlways position towards the Call-To-ActionSource: Neuroma...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comSet a task
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comProvide guidance – visual clues
#7.Test and optimise continually!
Only 42% of online retailersperform copy optimisation
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comGreater ROI for those who testProportion of companies rep...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comSubject A/B test• B had 58.9% higher open rate• B had 279...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com…and another• A increased total orders by 21%• And revenu...
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comMeasure the correct metric
Questions?Kath Pay@kathpayKath@PlanToEngage.comwww.linked.com/in/kathpay
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  • Adding words Enterprise and for.Longer subject line better.Because is explains the email better.The first one was so short it left out the meaningEnterprise meant it picked the right audience.for helped provide meaninghttps://whichtestwon.com/archives/7353
  • Adding words Enterprise and for.Longer subject line better.Because is explains the email better.The first one was so short it left out the meaningEnterprise meant it picked the right audience.for helped provide meaninghttps://whichtestwon.com/archives/7353
  • iLive 2013 - Kath Pay - 7 tips to getting your subscribers to action your emails

    1. 1. 7 tips to getting yoursubscribers to action youremailsKath Pay | @kathpayeCRM & Email Marketing Consultant
    2. 2. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comYour presenter – Kath Pay• 13+ years of experiencein email marketing• Email MarketingConsultant, Trainer &Speaker• Lead trainer for EmailMarketing forEconsultancy & the IDMin the UK @kathpay
    3. 3. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comAbout Plan to Engage• eCRM & Email MarketingStrategy• Email Design & Coding• Deliverability Support• Email Vendor Selection• Conversion Optimisation• Workshops & TrainingCourseswww.PlanToEngage.com
    4. 4. For every $92 spend acquiringcustomers, only $1 is spent onconversion rate optimisation
    5. 5. #1.Focus on your objective
    6. 6. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comIf you don’t know where you’regoing………how can you take yoursubscriber there?
    7. 7. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comBe clear about your goals• Do you want more subscribers?• Do you want more online sales?• Do you want more (qualified) leads?• Do you want more registrations?• Do you want more …DEFINE YOUR CAMPAIGN (MICRO) ANDOVERALL (MACRO) EMAIL PROGRAM GOALSUPFRONT!
    8. 8. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com…and focus on them
    9. 9. #2.Carefully Craft your Subject Line
    10. 10. Spend 80% crafting your headlineand 20% writing the copy
    11. 11. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comSome Subject Line tips1. Be useful and ultra specific – make sure it’srelevant and useful for your customers2. Be visually different – make you subject stand outvisually by trying square brackets, symbols etc3. Use timely topics and urgency that are top ofmind, and use urgency4. Use a call-to-action (CTA) by asking a question5. Test your subject lines so you can repeat whatworks best
    12. 12. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comEffective Subject LinesRule of 2:Front-Load your Subject Lines
    13. 13. #3.Maximise the Golden Real Estate
    14. 14. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comWhich Preview Pane?B2B - Outlook
    15. 15. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comDesign for the Golden Real-Estate
    16. 16. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comUtilise the Pre-header space
    17. 17. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comBenefits are visible on an iPhone& iPad too
    18. 18. #4.Become the Director!
    19. 19. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comGuide them – usedesign, copy, imagery….
    20. 20. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comSet your subscribers a task
    21. 21. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comBut don’t overwhelm them….
    22. 22. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comLeverage the Rule of 3
    23. 23. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comRule of 2 in action1. Heading and subheadcopy critical• First 2-3 words mostimportant• First 2 lines in a paragraph• Make hyperlinked2. Readers scan down the left ofan Email3. First part of paragraphimportant• F shape eyetrack
    24. 24. #5.Be persuasive
    25. 25. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comUse Action Words
    26. 26. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comUnderstand the differencebetween Pull & Push channelWebEmail
    27. 27. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comMake the CTA appropriate towhere they‟re at in the buyingcycleA B+301%
    28. 28. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comBe specificA B+230%
    29. 29. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comWhat’s the value of a mint?One mint with bill: tip rises 3.3%Two mints with bill: tip rises 14%One mint + personal mint: tip rises 23%No mints = control
    30. 30. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comHook them in with storytelling
    31. 31. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comA Tale of 2 Chickens
    32. 32. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comThe Study• Audience was told that plump chicken was a naturalchicken and that the skinny chicken was geneticallyengineered• Half the audience was told that natural chickens werehealthy but less tasty and that the genetically engineeredchickens were tasty• The other half of the audience were told the opposite
    33. 33. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comThe results• Both sets expressed a preference for the natural chickenbut their justifications were different….• The first group claimed it was because they valued healthabove taste• The second group said it was because taste was moreimportant.• Neither group seemed to justify their choice based on howthey felt about the chickens looks. They felt compelled tojustify their emotional choices with non-emotional reasons,
    34. 34. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comEngage their emotions first• We make decisions based upon emotions• But we try and rationalise our justification for the decision• Therefore, engage their emotions first, then they will comeup with a rational justification to support their decision.• Once they’ve made a decision (based upon emotion) it’sharder for them to backpedal.• Their thinking falls in line with their emotions.
    35. 35. #6.Use images wisely
    36. 36. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comImages can be powerful – make them countSource: Neuromarketing
    37. 37. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comAlways position towards the Call-To-ActionSource: Neuromarketing
    38. 38. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comSet a task
    39. 39. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comProvide guidance – visual clues
    40. 40. #7.Test and optimise continually!
    41. 41. Only 42% of online retailersperform copy optimisation
    42. 42. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comGreater ROI for those who testProportion of companies reporting „excellent‟ or „good‟ ROIOver twiceas likely(118%) toreport“excellent” or“good” ROI37%81%0%10%20%30%40%50%60%70%80%90%Dont test RegularTest regularlySource:Econsultancy’s EmailMarketing Census2012
    43. 43. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comSubject A/B test• B had 58.9% higher open rate• B had 279% increase in webinar registrationsA Jan 25 webinar: Webcasting High-Profile EventsB Jan 25 webinar: Enterprise Webcasting for High-Profile Events
    44. 44. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com…and another• A increased total orders by 21%• And revenue by 35%• Even though A had a 10.5% lower open rate than B• *Sent 50/50 split test over 4 weeks to abandoners.A Reminder: Items Saved in Your Cart – Shop Now for an Extra 10% offB Come back and Save an Extra 10%
    45. 45. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comMeasure the correct metric
    46. 46. Questions?Kath Pay@kathpayKath@PlanToEngage.comwww.linked.com/in/kathpay

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