The Busy inbox - optimising converison opportunities in B2B email marketing - 2012
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A brief internal training session analysing an event email from the DMA and running through the recipient experience of conversion opportunities.
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The Busy inbox - optimising converison opportunities in B2B email marketing - 2012
- 1. Single Call to Action in Busy Inboxes Email from the DMA
- 2. MS Outlook • 8% Market Share of global inbox use • 75-80% share of the corporate email market • Calendar • CRM Integration • Work Email • Personal Emails
- 3. The Busy Inbox Outlook is busy, you need to work hard to get past this screen This is an email from the DMA about an event. It’s a good solid email and I’m sure everyone who would want to go This is what our customers have to compete with, what can we do to help?
- 4. Inbox View 1. From Name 2. Subject line 3. Snippet Text 4. Preview Pane Inbox View consists of 4 main sections
- 5. Outlook Preview Outlook 2007 with Auto-Preview On This is Outlook 2007 with Outlook’s ‘Auto Preview’ on to give us the snippet text in the inbox, it is off by default. As you can see here the DMA have cleverly put text in the header. The snippet text has grabbed the top 3 lines from the plain text version. That’s Outlook for you!, Gmail will grab from HTML. We then get the top 3rd of the email with no images and no visually obvious links.
- 6. Purpose of the Email • What do you think they want you to do with this email? • Can it be achieved from what we can see? • Why would you load the images?
- 7. Fully Loaded Would you have converted from this... Where is the Call to Action?
- 8. Where is the Call To Action The call to action appears twice: Right at the bottom & Tucked over to the side • What are the pros and cons for this decision? • What could make it better?
- 9. 3 Levels of Single CTA 1. Immediate Conversion • Someone will click through from the top third, possibly even from the reading the subject line - like twitter. 2. Post Context Conversion • Engaged but not sold from the subject line but will need to read the first paragraph in order to commit to the click. 3. Elaborative Conversion • Subject line caught their attention • Intrigue not interest • First paragraph could upgrade intrigue to engagement but • Still need more context in the email before committing.
- 10. Immediate Conversion Can we immediately convert from this? No - An extra level of engagement is needed.
- 11. Post Context Conversion So we know that there was no immediate conversion? (Unless your screen cold fit in the side CTA) What about conversion after a bit of context & Images Yep - If I decide that I want to convert, there is a button on the right…
- 12. I want to buy! But how? Is the button loud enough?
- 13. Interruptive Closing How about now? We don’t want to interrupt the engagement with a sales pitch, however we need to present the opportunity to convert during the process of engagement.
- 14. More Subtle maybe? Subtle but presents the option within the flow of the content?
- 15. Post Elaboration So where is the other one? - There it is right at the bottom
- 16. Conclusion • Pretty Email • Renders Well • Requires a lot of commitment to engage • Possibly relying on the brand too much • Needs the call to action higher? • Needs better preheader text?
Editor's Notes
- There is a lot to compete with in today’s inbox and not just emails.While Outlook only has an 8% coverage in global inbox use it comfortably enjoys a 75-80% share of the corporate email market, so B2B emails need to work in Outlook more than anywhere else.And in Outlook, you don’t just have other emails to contend with, you also have the calendar and in some cases even MS CRM tools.
- This is an email from the DMA about an event. It’s a good solid email and I’m sure everyone who would want to goThis is what our customers have to compete with, this is what they come to us for help with, what can we do to help?
- Lets thing about the emails.This is the basic 4. However, snippet text and preview pane are normally mutually exclusive. Mainly because if you get a preview pane, you won’t need the snippet to help you decide whether or not to open the email.Lets take these four into the inbox...
- This is Outlook 2007 with Outlook’s ‘Auto Preview’ on to give us the snippet text in the inbox, it is off by default. As you can see here the DMA have cleverly put text in the header.The snippet text has grabbed the top 3 lines from the plain text version. That’s Outlook for you!, Gmail will grab from HTML.We then get the top 3rd of the email with no images and no visually obvious links.
- In bullet points of less than 10 words each, preferably nearer 5, write down your thoughts on the following: What would you perceive the marketing manager sending this email wanted to achieve?I will talk continue to talk while you write…Then we’ll read some out and write them on the board...Do you think it is achievable? What things could be done to make it more achievable?
- Use the white board / screen to write them up.
- No - An extra level of engagement is needed.
- Yep - If I decide that I want to convert, there is a button on the right - is it loud enough?
- I don’t think so
- We don’t want to interrupt the engagement with a sales pitch, however we need to present the opportunity to convert during the process of engement.
- Discuss
- There it is, right at the bottom.