Emma + Spacecraft: Crafting Killer CTAs From the Website to the Inbox
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As a marketer, your job is to convert casual website visitors to lifelong customers, friends and fans of your brand – but getting them there can feel like a daunting task. The savviest marketers know that a great call to action can make or break your user’s experience, so it’s absolutely critical that you fully optimize your CTAs for every step of the buyer journey. Luckily, experts from SpaceCraft andEmma are here to help you do just that, creating a frictionless pathway from your website to the inbox and back again!
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Emma + Spacecraft: Crafting Killer CTAs From the Website to the Inbox
- 20. IOU <3
- 30. A few more helpful tips - Test your Frequency - Test the Time of Day - Test your CTA placement - Ask for the data you need
Editor's Notes
- Well - because we’re getting a LOT of email. People receive around 125 emails per day. And, for some of you, you’re probably thinking -- is that all? I feel like I get 125 before lunch most days. Needless to say - inboxes are crowded. Luckily, though, if you can have your voice heard in this space, there’s a lot of winning to be had.
- Email actually gets results. In fact, email’s ROI is more than double that of every other digital channel. Specifically, with social media, email converts 3X higher and, it’s not just the frequency with which it converts -- the actual value of the impressions that you’re making is 17% higher. A solid email marketing program is really the hub in the wheel and all of your other efforts are the spokes. Email can’t live in a vacuum, but it can do powerful things when you allow it sit at the center of your efforts.
- If I’m not actually opening your emails, right? And remember when I mentioned the 125 emails a day? The majority of those are from people or brands that I want to receive messages from. You’ve got competition. People spend a TON of time in the inbox. I’m definitely going to give this email from my colleague Cynthia priority over some other things in my inbox because Cynthia is my boss. If she sends me an email and it says “important” -- that’s going to naturally take priority over your messages. Subject lines that create a sense of urgency and exclusivity, like this example, can give you a 22% higher open rate. Source: Email Institute. However - taking it back to Cynthia being the sender - as much as we talk about subject lines -- the FROM name is actually, arguably, more important sometimes than the subject line and testing your from name is often overlooked by a lot of brands. The two biggest factors influencing open rates are the organization the email is from (64%) and the subject line (47%). (Chadwick Martin Bailey)
- ...moving images. Videos are a big deal in email - they significantly up a subscribers engagement with your mobile content. About 50 million people in the U.S. now watch video on their mobile phones. 15 percent of all online video hours globally are viewed on tablets and smartphones. (Business Insider)
- 72% of email marketers polled, in a study by Experian, who have used animated gifs have recorded higher transaction-to-click rates compared with bulk emails to the same customers. You’re not just seeing animated gifs because they’re trendy, you’re seeing them because they’re actually working.
- And here’s one of our followup emails - we’re using a gif and video to communicate about our conference. B2B Example. The sponsor gif was a great way to save space and still shoutout all of our awesome sponsors.
- More subtle…you’d neve rknow