TAKE	
  YOUR	
  
EMAIL	
  MARKETING	
  
TO	
  THE	
  NEXT	
  LEVEL	
  
HELLO	
  
Michelle Dassen
Marketing & Communication
@MichelleDassen
@flexmail_be
WEBSITE	
  CONVERSION	
  
’ SEO
’ SEA
’ Social media
’ Landing pages
’ Online ads
’ Print ads
’ Referring sites
’ Blogs
’ ...
1.	
  SET	
  UP	
  A	
  SUCCESSFUL	
  	
  
LEAD	
  GENERATION	
  MOTOR	
  
“There are countless ways to build lists, but t...
WHERE	
  ARE	
  YOU	
  GETTING	
  YOUR	
  LEADS?	
  
BASIC	
  SUCCESS	
  FORMULA	
  
TRAFFIC	
  
Get your offer in front of more people:
’ Online and offline
’ SEO
’ SEA
’ Visibility in the press
’ Guest pos...
OFFER	
  
Valuable piece of content that you give away
for free:
’ Free video training
’ E-book
’ Whitepaper
’ Checklists
...
FOLLOW	
  UP	
  
Your list is worth nothing
without the relationship
’ Offer immediate value
’ Be consistent
TAKE	
  THE	
  TIME	
  TO	
  SET	
  IT	
  ALL	
  UP	
  
FOLLOW	
  UP:	
  WELCOME	
  MESSAGE	
  
’ Insecurity after
subscription
’ Well-chosen titles & texts
’ Functional design
FOLLOW	
  UP:	
  WELCOME	
  MESSAGE	
  
’ Many links to the website
’ Give the offer
’ CTA: add to address book
FOLLOW	
  UP:	
  WELCOME	
  MESSAGE	
  
’ Quirky text
’ Great offer
’ Reminder
’ Links to the website
WHEN	
  DID	
  YOU	
  BECOME	
  A	
  CUSTOMER?	
  
Don’t forget about your contact after the sign-up
’ Onboarding/nurturin...
THE	
  HOOK	
  MODEL	
  
1.  Sign up for free e-book to help solve a problem (internal trigger)
2.  Get a mail the inbox t...
GIVE	
  THEM	
  A	
  GREAT	
  FEELING	
  
Welcome	
  	
  
e-­‐mail	
  
Yes	
  
Email	
  2	
  –	
  Great,	
  next	
  
steps...
2.	
  TAKE	
  YOUR	
  PERSONALIZATION	
  	
  
&	
  TARGETING	
  TO	
  THE	
  NEXT	
  LEVEL	
  
“You have to understand tha...
ONE-­‐ON-­‐ONE	
  COMMUNICATION	
  
PERSONALIZATION	
  
How often were you impressed by personalization
in an email message?
’  Michelle, do you have some tim...
WHAT	
  SHOULD	
  YOU	
  TARGET	
  ON?	
  
Consider the needs, wishes, fears, preferences
and other personality traits
’  ...
PERSONALIZATION	
  –	
  WINE	
  VENDOR	
  
’ Food festival
’ Bought wine
’ Mail with recipe to go with that wine
PERSONALIZATION	
  -­‐	
  E-­‐
COMMERCE	
  
Try something different in stead of only sending
transactional messages
Dear J...
PERSONALIZATION	
  –	
  BOL.COM	
  
PERSONALIZATION	
  –	
  HAIR	
  DRESSER	
  
Dear #firstname#
On #date_appointment# you came to our salon for a new haircut...
PERSONALIZATION	
  –	
  THEATER	
  
’ All kinds of performances
’ You are interested in comedy
WHAT	
  YOU	
  SHOULD	
  DO	
  
’ Optimize your subscription form
’ Dedicated landing pages
’ Preference center
’ Welcome ...
3.	
  CREATE	
  EMAIL	
  MESSAGES	
  THAT	
  
SPARK	
  ENGAGEMENT	
  
“Human nature has a tendency to admire complexity bu...
GET	
  ATTENTION	
  IN	
  THE	
  INBOX	
  
Don’t waste your contact’s time!
’ Get to the point quickly
’ Don’t hide the va...
IMAGES	
  
KISSMETRICS’	
  BLOG	
  UPDATE	
  
+  Short, sweet and gets to the
point
+  Leaves you wanting more
-  Feels cold
-  Doesn...
DEALSDIRECT	
  
+  Great sales email
+  Clear CTA
+  Alt tags on images
-  Target iPhone readers
-  Smaller footer
WARBY	
  PARKER	
  
PLAYSTATION	
  STORE	
  >	
  TRANSFORMERS	
  
TIPS	
  FOR	
  IMAGES	
  
’ Always use ALT-tags
’ Dont use images for essential elements
’ Get added to the address book
’...
TEXTS	
  
SCOTTEVEST	
  
+  Every day a sale
+  Technical aspects
+  No link leak
-  No real CTA
-  Daunting text
-  Very large image
TIPS	
  FOR	
  TEXTS	
  
’ Interesting content
’ Keep it short and simple
’ Kill your darlings
’ Leave out the parts that ...
WRITE	
  WITH	
  PASSION	
  
1.  Short and powerful
2.  Create structure
3.  Keep it simple
4.  Be positive
5.  Write “out...
CTA	
  
WEST	
  ELM	
  
+  Clear style
+  Great content
+  Functional vs emotional
links
-  CTA don’t stand out
-  Very light font...
LITMUS	
  
+  Clear sections
+  Great CTA
+  Big fonts
-  No links on titles
TIPS	
  FOR	
  CALL	
  TO	
  ACTIONS	
  
Tastes differ!
TIPS	
  FOR	
  CALL	
  TO	
  ACTIONS	
  
’ Ask for the action
’ Don’t use too many
’ Place links on multiple elements
’ CS...
POTENTIAL	
  ISSUES	
  
’ You’re not asking for the conversion
’ They don’t know what you’re selling
’ You haven’t earned ...
4.	
  OPTIMIZE	
  FOR	
  MOBILE	
  
“Mobile is no longer about what you can do on your cell
phone. Mobile is all about doi...
THE	
  MOBILE	
  READER	
  
THE	
  MOBILE	
  READER	
  
THE	
  MOBILE	
  EXPERIENCE	
  
’ Enlarge your fonts:
o  At least 13 px for text
o  At least 22 px for titles
’ Be careful with images
’ Let your links be...
THE	
  MOBILE	
  STRATEGY	
  
Small screens require focus
3 questions to ask for your next email
What is the point if this...
’ Sender address: make it personal
’ Subject line: make it interesting
’ Preheader: get to the point
Sender address
About
...
SENDING	
  INFORMATION	
  
SCALED	
  DESIGN	
  
RESPONSIVE	
  DESIGN	
  
WHAT’S	
  THE	
  DIFFERENCE	
  
Scaled
’  No real mobile design
’  Just one design
’  Every device and email client
Respon...
FRIETKOTACTIE.BE	
  
IN	
  VOOR	
  ZORG!	
  	
  
Before mobile
implementation After mobile implementation
WHAT	
  YOU	
  SHOULD	
  DO	
  
THANK	
  YOU	
  
“Average conversion rates are meaningless. Switzerland on average
is flat.”
– Chris Goward
GOT	
  A	
  QUESTION?	
  
Michelle Dassen
Marketing & Communication
@MichelleDassen
@flexmail_be
michelle@flexmail.be
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Michelle Dassen - Conversion Day 2014

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Conversion Day 2014

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Michelle Dassen - Conversion Day 2014

  1. 1. TAKE  YOUR   EMAIL  MARKETING   TO  THE  NEXT  LEVEL  
  2. 2. HELLO   Michelle Dassen Marketing & Communication @MichelleDassen @flexmail_be
  3. 3. WEBSITE  CONVERSION   ’ SEO ’ SEA ’ Social media ’ Landing pages ’ Online ads ’ Print ads ’ Referring sites ’ Blogs ’ Email marketing ’ Forums ’ Youtube ’ Webinars ’ Podcasts ’ …
  4. 4. 1.  SET  UP  A  SUCCESSFUL     LEAD  GENERATION  MOTOR   “There are countless ways to build lists, but trust is what builds relationships.” – Hunter Boyle
  5. 5. WHERE  ARE  YOU  GETTING  YOUR  LEADS?  
  6. 6. BASIC  SUCCESS  FORMULA  
  7. 7. TRAFFIC   Get your offer in front of more people: ’ Online and offline ’ SEO ’ SEA ’ Visibility in the press ’ Guest posts on other blogs ’ Youtube channel ’ Ads online and offline ’ Social media ’ Webinars
  8. 8. OFFER   Valuable piece of content that you give away for free: ’ Free video training ’ E-book ’ Whitepaper ’ Checklists ’ Webinar ’ Free consultation ’ …
  9. 9. FOLLOW  UP   Your list is worth nothing without the relationship ’ Offer immediate value ’ Be consistent
  10. 10. TAKE  THE  TIME  TO  SET  IT  ALL  UP  
  11. 11. FOLLOW  UP:  WELCOME  MESSAGE   ’ Insecurity after subscription ’ Well-chosen titles & texts ’ Functional design
  12. 12. FOLLOW  UP:  WELCOME  MESSAGE   ’ Many links to the website ’ Give the offer ’ CTA: add to address book
  13. 13. FOLLOW  UP:  WELCOME  MESSAGE   ’ Quirky text ’ Great offer ’ Reminder ’ Links to the website
  14. 14. WHEN  DID  YOU  BECOME  A  CUSTOMER?   Don’t forget about your contact after the sign-up ’ Onboarding/nurturing/education program ’ Create a narrative ’ The first 10 days are crucial, not 30! ’ Maximum of 90 days
  15. 15. THE  HOOK  MODEL   1.  Sign up for free e-book to help solve a problem (internal trigger) 2.  Get a mail the inbox to download ebook (external trigger) 3.  They click on link to read the ebook (action) 4.  They read the ebook & get new ideas but don’t know what to do next (reward) 5.  2 days later they’re invited to comment on a discussion with their peers (investment)
  16. 16. GIVE  THEM  A  GREAT  FEELING   Welcome     e-­‐mail   Yes   Email  2  –  Great,  next   steps   Yes   Email  3  –  GeOng   even  more  value  out   of  …   No   Email  3  –  How  can  we   help  you?   No   Email  2  –  Need  help?   Yes   Email  3  –  GeOng  set   up  …   No   Email  3  –  Finding  the   right  fit  for  your   business  
  17. 17. 2.  TAKE  YOUR  PERSONALIZATION     &  TARGETING  TO  THE  NEXT  LEVEL   “You have to understand that nothing appeals to everybody.” – Rocker Gene Simmons of KISS.
  18. 18. ONE-­‐ON-­‐ONE  COMMUNICATION  
  19. 19. PERSONALIZATION   How often were you impressed by personalization in an email message? ’  Michelle, do you have some time? ’  Super deal for Michelle ’  Michelle – good news and bad news ’  Hi Michelle ’  MICHELLE, save 20% now! à No real personal messages!!!!
  20. 20. WHAT  SHOULD  YOU  TARGET  ON?   Consider the needs, wishes, fears, preferences and other personality traits ’  Sex (men have other decision patterns then women) ’  Location ’  Age group ’  Product group (based on recent purchases ) ’  Interests ’  The type of content a contact clicks on ’  Documentation downloaded on the website ’  How they got on your list ’  Activity in your newsletters
  21. 21. PERSONALIZATION  –  WINE  VENDOR   ’ Food festival ’ Bought wine ’ Mail with recipe to go with that wine
  22. 22. PERSONALIZATION  -­‐  E-­‐ COMMERCE   Try something different in stead of only sending transactional messages Dear John, I wanted to send you a quick email because you’ve purchased product x a couple of months ago. I was wondering what your experience was. I also wanted to let you know that we’ve created a new upgrade package for this product. This allows you to…
  23. 23. PERSONALIZATION  –  BOL.COM  
  24. 24. PERSONALIZATION  –  HAIR  DRESSER   Dear #firstname# On #date_appointment# you came to our salon for a new haircut. Together we opted for #name_haircut#. I hope you’re happy with the result! To make sure your haircut looks great as long as possible, I suggest the following tips: 1. #tip_1# 2. #tip_2# 3. #tip_4# I used a specific shampoo and conditioner for your hair type. Those were #shampoo# and #conditioner#. These are always available in or salon. If you bring this email along with your next visit, you’ll get a 10% discount on your next haircut. See you soon! #name_hairdresser# Your stylist at salon X
  25. 25. PERSONALIZATION  –  THEATER   ’ All kinds of performances ’ You are interested in comedy
  26. 26. WHAT  YOU  SHOULD  DO   ’ Optimize your subscription form ’ Dedicated landing pages ’ Preference center ’ Welcome emails ’ Enrich your contact database ’ Clicking behaviour and interest groups ’ Look for ways to personalize and target ’ Segmentation into relevant groups
  27. 27. 3.  CREATE  EMAIL  MESSAGES  THAT   SPARK  ENGAGEMENT   “Human nature has a tendency to admire complexity but reward simplicity.” – Ben Huh, CEO, Cheezburger Network
  28. 28. GET  ATTENTION  IN  THE  INBOX   Don’t waste your contact’s time! ’ Get to the point quickly ’ Don’t hide the value of your email ’ Visual appeal Let’s get to the examples!
  29. 29. IMAGES  
  30. 30. KISSMETRICS’  BLOG  UPDATE   +  Short, sweet and gets to the point +  Leaves you wanting more -  Feels cold -  Doesn’t highlight the blog post -  No image -  CTA could be bolder
  31. 31. DEALSDIRECT   +  Great sales email +  Clear CTA +  Alt tags on images -  Target iPhone readers -  Smaller footer
  32. 32. WARBY  PARKER  
  33. 33. PLAYSTATION  STORE  >  TRANSFORMERS  
  34. 34. TIPS  FOR  IMAGES   ’ Always use ALT-tags ’ Dont use images for essential elements ’ Get added to the address book ’ Test with images turned off ’ Choose functional images ’ Contrast and surprise
  35. 35. TEXTS  
  36. 36. SCOTTEVEST   +  Every day a sale +  Technical aspects +  No link leak -  No real CTA -  Daunting text -  Very large image
  37. 37. TIPS  FOR  TEXTS   ’ Interesting content ’ Keep it short and simple ’ Kill your darlings ’ Leave out the parts that people skip ’ Be relevant
  38. 38. WRITE  WITH  PASSION   1.  Short and powerful 2.  Create structure 3.  Keep it simple 4.  Be positive 5.  Write “outwards” 6.  Use power words
  39. 39. CTA  
  40. 40. WEST  ELM   +  Clear style +  Great content +  Functional vs emotional links -  CTA don’t stand out -  Very light font color
  41. 41. LITMUS   +  Clear sections +  Great CTA +  Big fonts -  No links on titles
  42. 42. TIPS  FOR  CALL  TO  ACTIONS   Tastes differ!
  43. 43. TIPS  FOR  CALL  TO  ACTIONS   ’ Ask for the action ’ Don’t use too many ’ Place links on multiple elements ’ CSS instead of image ’ Test size, color and style
  44. 44. POTENTIAL  ISSUES   ’ You’re not asking for the conversion ’ They don’t know what you’re selling ’ You haven’t earned their trust ’ Your offer isn’t specific enough ’ You give them too many choices
  45. 45. 4.  OPTIMIZE  FOR  MOBILE   “Mobile is no longer about what you can do on your cell phone. Mobile is all about doing more, all of the time.” – Mitch Joel
  46. 46. THE  MOBILE  READER  
  47. 47. THE  MOBILE  READER  
  48. 48. THE  MOBILE  EXPERIENCE  
  49. 49. ’ Enlarge your fonts: o  At least 13 px for text o  At least 22 px for titles ’ Be careful with images ’ Let your links be noticed ’ One column design THE  MOBILE  EXPERIENCE  
  50. 50. THE  MOBILE  STRATEGY   Small screens require focus 3 questions to ask for your next email What is the point if this email? Why should they care? How do they take action?
  51. 51. ’ Sender address: make it personal ’ Subject line: make it interesting ’ Preheader: get to the point Sender address About 25 characters Subject line About 35 characters Preheader About 85 characters THE  MOBILE  STRATEGY  
  52. 52. SENDING  INFORMATION  
  53. 53. SCALED  DESIGN  
  54. 54. RESPONSIVE  DESIGN  
  55. 55. WHAT’S  THE  DIFFERENCE   Scaled ’  No real mobile design ’  Just one design ’  Every device and email client Responsive design ’  Real mobile design ’  Two designs ’  Not displayed in Gmail for Android
  56. 56. FRIETKOTACTIE.BE  
  57. 57. IN  VOOR  ZORG!     Before mobile implementation After mobile implementation
  58. 58. WHAT  YOU  SHOULD  DO  
  59. 59. THANK  YOU   “Average conversion rates are meaningless. Switzerland on average is flat.” – Chris Goward
  60. 60. GOT  A  QUESTION?   Michelle Dassen Marketing & Communication @MichelleDassen @flexmail_be michelle@flexmail.be

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