5 Missed Opportunities that can impact your ROI by Kath Pay

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The document outlines 5 missed opportunities in email marketing that can impact return on investment (ROI). These include: 1) Not asking for too much information upfront, 2) Getting recipients' attention through the subject line and preheader, 3) Optimizing for mobile audiences, 4) Optimizing calls to action and landing pages for conversions, and 5) Using triggered emails. The document provides examples and best practices for each opportunity.

Business

5 Missed Opportunities
that can impact your
ROI
Kath Pay / @KathPay

Kath Pay
• 12+ years of experience
in email marketing

• Lead Tutor for the Award
in Email Marketing at the
IDM www.theidm.co.uk
• Tutor of Econsultancy’s
Advanced Email
Marketing course
www.econsultancy.com

• Email marketing
consultant & trainer
www.PlanToEngage.com

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 2

5 Missed Opportunities that can impact your ROI

Let’s dive in!

3

Don’t be too
greedy.

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 4

1. Don’t ask for too much
information

• Think of it as a Value-Exchange

• You can always ask for more later on

• Or you can observe their behaviour

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 5

Get their
attention.

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 6

2. State the offer in the subject line

• Be specific

• Use the Pre-Header

• WIIFM?

• Design for the
Preview Pane

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 7

Use the pre-header wisely

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 8

Think mobile.

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 9

3: Simple Single Column Email

28/09/2012 10
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Leads to a Web Landing Page

28/09/2012 11
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Or a Mobile Landing Page

28/09/2012 12
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Which works!

28/09/2012 13
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Optimise for
conversions.

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 14

4. Make the Call To Action crystal-
clear!
• Tell them what you
expect them to do…

• … multiple times!

• Use action verbs

• Beware of images

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 15

Which one worked best?

1. Read more

2. Continue to article

3. Click to continue
Source: Mark Van Bogaert
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 16

Which one worked best?

1. Read more 100

2. Continue to article 184

3. Click to continue 474
Source: Mark Van Bogaert
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 17

Landing Pages – Keep it simple
• Keep forms short

• Re-state benefits

• Tell them what to do
(again)

• Get rid of
distractions
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 18

Work Smart.

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 19

5. Use Triggered Emails…
• Low-fares.com

• Increased opens by
3x

• Increased CTR’s by
1.5x

• Needs careful testing
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 20

5: Send Triggered Emails

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 21

Let’s recap

1. Don’t ask for too much information upfront

2. Get their attention by using and testing the subject
line and pre-header and designing for the preview
pane.

3. Optimise for your mobile audience

4. Optimise your CTA’s & Landing Pages for conversion

5. Work smart by using triggered campaigns

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 22

Bonus tip #1:
Don’t rely on best
practices: test,
test, test!
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 23

Bonus tip #2:

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 24

Thank you!
Kath@PlanToEngage.com
+44 777 1535 182
www.linkedin.com/in/kathpay

www.Plan2Engage.me

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5 Missed Opportunities that can impact your ROI by Kath Pay

1. 5 Missed Opportunities that can impact your ROI Kath Pay / @KathPay

2. Kath Pay • 12+ years of experience in email marketing • Lead Tutor for the Award in Email Marketing at the IDM www.theidm.co.uk • Tutor of Econsultancy’s Advanced Email Marketing course www.econsultancy.com • Email marketing consultant & trainer www.PlanToEngage.com ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 2

3. 5 Missed Opportunities that can impact your ROI Let’s dive in! 3

5. 1. Don’t ask for too much information • Think of it as a Value-Exchange • You can always ask for more later on • Or you can observe their behaviour ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 5

15. 4. Make the Call To Action crystal- clear! • Tell them what you expect them to do… • … multiple times! • Use action verbs • Beware of images ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 15

22. Let’s recap 1. Don’t ask for too much information upfront 2. Get their attention by using and testing the subject line and pre-header and designing for the preview pane. 3. Optimise for your mobile audience 4. Optimise your CTA’s & Landing Pages for conversion 5. Work smart by using triggered campaigns ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 22

25. Thank you! Kath@PlanToEngage.com +44 777 1535 182 www.linkedin.com/in/kathpay www.Plan2Engage.me 25

5 Missed Opportunities that can impact your ROI by Kath Pay

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