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Big Wins from the Inbox:
Email Strategies to Get More Conversions
Ellie Mirman
VP Marketing, Toast
@ellieeille
Source: Custora via Optimizely
15 Tips to Improve Your
Email Marketing Results
The Simple Things
That Make a Big Difference
Have a Clear Call-to-Action
Email with single call to action increased
clicks 371% and sales 1617%
Keep Your Segmentation Simple
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
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
Widen the Funnel & Replenish Your List
2.1% of your contact data
goes bad every month.
-MarketingSherpa
Focus on Value – WIIFM?
60% Average landing page
conversion rate
73%Conversion Rate
Build an Opt-In List
Source: Omnivore, MailChimp’s anti-abuse system
Run Big and Varied Tests
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
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
The Unexpected Things
That Can Drive Results
Use One Channel to Build the Other
Use email to amplify
social and search.
Use LinkedIn to
build your email list.
Use TOFU for MOFU, MOFU for TOFU
Solve for TOFU
with MOFU
Solve for MOFU
with TOFU
Test Best Practices
Source: HubSpot Science of Email Marketing
Source: HubSpot Science of Email Marketing
The Complementary Things
That Can Matter Even More
Complement Email with Other Channels
Retargeting Social Website Events Phone
Matching website banner to email
increased revenue per campaign by 10%
Source: MarketingSherpa
Optimize the Landing Page
Remember To Do Internal Marketing
Sales Enablement Leadership Updates
Comarketing & Social
Updates
Experiment with Other Email Types
Dedicated Offer
Email
Thank You /
Confirmation
Abandonment
Nurturing
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
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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Big Wins from the Inbox: Email Strategies to Get More Conversions

  • 1. Big Wins from the Inbox: Email Strategies to Get More Conversions Ellie Mirman VP Marketing, Toast @ellieeille
  • 2.
  • 3.
  • 4. Source: Custora via Optimizely
  • 5.
  • 6. 15 Tips to Improve Your Email Marketing Results
  • 7. The Simple Things That Make a Big Difference
  • 8. Have a Clear Call-to-Action
  • 9. Email with single call to action increased clicks 371% and sales 1617%
  • 11. 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
  • 12. 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
  • 13. Widen the Funnel & Replenish Your List 2.1% of your contact data goes bad every month. -MarketingSherpa
  • 14. Focus on Value – WIIFM?
  • 15. 60% Average landing page conversion rate
  • 17. Build an Opt-In List Source: Omnivore, MailChimp’s anti-abuse system
  • 18. Run Big and Varied Tests
  • 19. 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
  • 20. 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
  • 21. The Unexpected Things That Can Drive Results
  • 22. Use One Channel to Build the Other Use email to amplify social and search. Use LinkedIn to build your email list.
  • 23. Use TOFU for MOFU, MOFU for TOFU Solve for TOFU with MOFU Solve for MOFU with TOFU
  • 25. Source: HubSpot Science of Email Marketing
  • 26. Source: HubSpot Science of Email Marketing
  • 27. The Complementary Things That Can Matter Even More
  • 28. Complement Email with Other Channels Retargeting Social Website Events Phone
  • 29. Matching website banner to email increased revenue per campaign by 10% Source: MarketingSherpa
  • 31. Remember To Do Internal Marketing Sales Enablement Leadership Updates
  • 32. Comarketing & Social Updates Experiment with Other Email Types Dedicated Offer Email Thank You / Confirmation Abandonment Nurturing
  • 33. 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
  • 34. thank you Ellie Mirman VP Marketing, Toast all-in-one restaurant management platform www.toasttab.com twitter.com/ellieeille linkedin.com/in/elliemirman