Learn how to send BETTER not more emails from Jon's session at BrightonSEO. As an attendee, get 20% off the Send Better Emails book at sendbetter.email/brightonseo

1. Send Better Emails:
Making the most of
your email marketing
Jon May | Inbox Hero & RAC
SLIDESHARE.NET/MrJonMay
@JonDoesEmails

2. @JonDoesEmails
What we’ll cover
 Quality is better than quantity

3. @JonDoesEmails
What we’ll cover
 Quality is better than quantity
 Making emails work smarter

4. @JonDoesEmails
What we’ll cover
 Quality is better than quantity
 Making emails work smarter
 Metrics for email success

5. @JonDoesEmails
What we’ll cover
 Quality is better than quantity
 Making emails work smarter
 Metrics for email success
 Thinking about post purchase

6. Jon May
@JonDoesEmails
sendbetter.email/brightonseo

9. @JonDoesEmails
About Jon

10. @JonDoesEmails
About Jon

12. “Send more emails,
make more sales”

13. more emails ≠ more sales

14. more emails ≠ more sales
better emails = more sales

16. Working
Smarter

17. @JonDoesEmails
Making content fit the reader
• More relevant content = better
engagement
• Show products they’ve expressed an
interested in
• What data do you have access to?
• How could you put it to good use?

18. @JonDoesEmails
Middletons Mobility

19. @JonDoesEmails
Personalised imagery

20. Defining
Success

21. @JonDoesEmails
What is success?
• Primary success metric
• Secondary success metric(s)
• This could be:
• Opens
• Clicks
• Sales
• Revenue

22. @JonDoesEmails
What is success?
• Primary success metric
• Secondary success metric(s)
• This could be:
• Opens
• Clicks
• Sales
• Revenue

23. @JonDoesEmails
What is success?
• Primary success metric
• Secondary success metric(s)
• This could be:
• Opens
• Clicks
• Sales
• Revenue

24. @JonDoesEmails
Positive email engagements
Open Click Action

25. @JonDoesEmails
Positive email engagements
Open Click Action

26. @JonDoesEmails
Positive email engagements
Open Click Action

27. @JonDoesEmails
Email engagement stages
Actions
Clicks
Opens
Emails delivered
Total emails sent • The aim is to make each
gate as wide as possible
• More opens = more
clicks if the click rate
stays static
• Greatest impact from
the top engagement
stages

28. @JonDoesEmails
Open rates
• A measure of success for envelope content:
• Sender name

29. @JonDoesEmails
Open rates
• A measure of success for envelope content:
• Sender name
• Subject line

30. @JonDoesEmails
Open rates
• A measure of success for envelope content:
• Sender name
• Subject line
• Preview text

31. @JonDoesEmails
Click rate
• A measure of success for:
• Attractive proposition
• Having a clear and present goal
• Expectation matching
• Call-to-action button text
• Urgency

32. @JonDoesEmails
Actions/Conversion rate
• A measure of success for:
• How easy it is to take the action
• Destination matches expectations
• Normally website-related

33. @JonDoesEmails
What is your goal?
• Make a purchase
• Sign a petition
• Register for an event
• Sign up for a free trial
• Always aim for action taken
• Being informed is not an action
• Knowing and doing are two opposite forces

34. @JonDoesEmails
Actions
Primary Actions Secondary Actions
• Make a purchase • Read an article
• Sign a petition • Learn more
• Register for an event • Visit a website (if not for a Primary
Action)
• Sign up for a free trial • Watch a video
• Renew your account
Being informed is NOT an action
• Upgrade your plan
• Recommend a friend
• Sign up to volunteer
• Log in to change your
account
• Vote in an election

35. @JonDoesEmails
Blended actions

36. @JonDoesEmails
Being clear about what you want

37. @JonDoesEmails
Being clear about what you want

38. @JonDoesEmails
Being clear about what you want

39. @JonDoesEmails
Using action based button text

40. @JonDoesEmails
Using action based button text

41. @JonDoesEmails
Using action based button text

42. What’s
Next

43. @JonDoesEmails
Post purchase sequences
Abandon
basket
Receipt
Delivery
notification
Reviews
Follow up
Care/usage
instructions
Cross sell & up
sell
Replenishment
reminder
Refer-a-friend
Non-recent
customer
reminder
Loyalty
scheme
Onboarding
sequence

44. A/B Testing

45. Why do A/B tests?
Better data-
led decision
making

46. Why do A/B tests?
Better data-
led decision
making
Turns
opinions
into facts

47. Why do A/B tests?
Learn specific
things about
your audience
Better data-
led decision
making
Turns
opinions
into facts

48. Why do A/B tests?
Learn specific
things about
your audience
Better data-
led decision
making
Turns
opinions
into facts
Try out
unconventional
ideas

49. Why do A/B tests?
Learn specific
things about
your audience
Better data-
led decision
making
Turns
opinions
into facts
Try out
unconventional
ideas
Reduces
overall risk
of failure

50. Why do A/B tests?
Learn specific
things about
your audience
Better data-
led decision
making
Turns
opinions
into facts
Try out
unconventional
ideas
Helps
internal
stakeholders
be heard
Reduces
overall risk
of failure

51. Why not do A/B tests?
Not enough
data/
subscribers

52. Why not do A/B tests?
Not enough
data/
subscribers
Doubles
the creative
required

53. Why not do A/B tests?
Not enough
time for
structured
testing
Not enough
data/
subscribers
Doubles
the creative
required

54. Why not do A/B tests?
Not enough
time for
structured
testing
Not enough
data/
subscribers
Doubles
the creative
required
Not
everything
needs to be
tested all
the time

55. Why not do A/B tests?
Not enough
time for
structured
testing
Not enough
data/
subscribers
Doubles
the creative
required
Not
everything
needs to be
tested all
the time
Testing for
the sake of
testing

56. Why not do A/B tests?
Not enough
time for
structured
testing
Not enough
data/
subscribers
Doubles
the creative
required
Not
everything
needs to be
tested all
the time
Better to
focus on
making one
thing better
Testing for
the sake of
testing

57. @JonDoesEmails
Watch out for:

58. @JonDoesEmails
Managing the Hippo
•Highest
•Paid
•Person’s
•Opinion

59. If you have to kiss a lot of frogs to find a prince,
find more frogs and kiss them faster and faster
Mike Moran, Do It Wrong Quickly (2007)

66. @JonDoesEmails
What we’ve covered
 Quality is better than quantity
 Making emails work smarter
 Metrics for email success
 Thinking about post purchase

67. @JonDoesEmails
Learn more about email
1. Follow on Twitter: @JonDoesEmails
2. View Slides:
sendbetter.email/brightonseo
3. Buy book at link above
(20% off for BrightonSEO attendees)

68. Jon May
@JonDoesEmails
sendbetter.email/brightonseo

69. Send Better Emails:
Making the most of
your email marketing
Jon May | Inbox Hero & RAC
SLIDESHARE.NET/MrJonMay
@JonDoesEmails