building emails that get the job done- austin hubspot user group
TRANSCRIPT
Welcome to
11:30-11:50am - sign-in/network/fill out lunch order card 11:50am - Announcements 11:55am - Opening Question 12:00pm - Isaac Moche will be joining us remotely 12:20pm - Questions 12:25pm - Workshop emails submitted from the group 12:45pm - Wrap-up
Welcome to
First time at HUG?
We’re glad you’re here! We meet once a month to share best inbound marketing practices and get to know other marketers in Austin.
Good news: lunch is on HubSpot!
Upcoming HUG Events:
May 18: Join us for a special evening event. HubSpot’s Director of Marketing Team Development, Rebecca Corliss, will join us to talk about setting priorities for your inbound marketing programs.
June 16: Adam Singh from ShipStation will discuss how to onboard your team with HubSpot.
If you have friends or colleagues that are interested in HubSpot, let us know!
HubSpot has an upcoming event for prospective customers, and we’d like to make sure they get an invite.
Contact Parker at [email protected] or Kelly at [email protected]
We’ll send an email next week with more information.
Some new changes to HUG:• We’ll be sending out a survey after each HUG meeting to
get your feedback.
• If you have a job opening you’d like to share with the HubSpot User Group, there’s a place on the HUG site for you to share the information. We’ll send an email out to the whole HUG list.
HUG is GROWINGWe’ve had record numbers of RSVPs for the last few meetings! Hooray!
In order for us to plan accurately and make sure we have enough space, we’re going to start sending an email when RSVPs have filled up for the month. If your plans change and you’re unable to join us, please let us know so we can open up your spot for someone else.
Kickoff question:
What was the last marketing email you read (not just opened)?
Why?
Please Welcome Isaac Moche
Professor at HubSpot Academy, Creator of upcoming
email certification
Pre-register here: http://academy.hubspot.com/email-marketing-course
BUILDING EMAILS THAT GET THE JOB DONEInstructor: Isaac Moche
1.Why care about conversions?
2.How to create emails that convert
AGENDA
1WHY SHOULD YOU CARE ABOUT DRIVING CONVERSIONS WITH EMAIL?
4,300% SOURCE: FAST COMPANY
Email marketing has an ROI of
THERE’S SERIOUS WORK NEEDED TO REALIZE THE ROI FROM EMAIL MARKETING.
THE ONLY WAY TO WRITE A GREAT EMAIL IS WITH A CLEAR GOAL IN MIND.
Registering for a webinar
Downloading a whitepaper offer
Subscribing to your blog
IDENTIFY A CLEAR ACTION THAT YOU CAN QUANTIFY
Think about your email metrics like a funnel.
2 HOW TO CREATE EMAILS THAT CONVERT
Pick a primary goal
Design for mobile
HOW TO CREATE EMAILS THAT CONVERT
Optimize each email’s individual funnel
Pick a primary goal
Design for mobile
HOW TO CREATE EMAILS THAT CONVERT
Optimize each email’s individual funnel
“CHOICE MIGHT BE APPEALING AS A THEORY, BUT IN REALITY, PEOPLE FIND MORE AND MORE CHOICE TO ACTUALLY BE DEBILITATING.”-SHEENA IYENGAR
ANALYSIS PARALYSISThe state of overthinking that stops people from making a decision.
ATTENTION RATIOThe ratio of links in email to the number of conversion goals. Since almost every email (excluding newsletters) should have one goal, there should only have one call-to-action.
One email, one purpose.
ATTENTION RATIO FORCES MARKETERS TO ADOPT CONVERSION-DRIVEN DESIGN
KISS: KEEP IT SIMPLE, SILLY
KISS: KEEP IT SIMPLE, SILLY (CONT.)
Pick a primary goal
Design for mobile
HOW TO CREATE EMAILS THAT CONVERT
Optimize each email’s individual funnel
EACH METRIC IS A HURDLEOptimize each action a reader must complete to reach
the intended goal of your email
OPTIMIZING FOR OPENS
EMAIL DESIGN MATTERS BEFORE ANYONE EVEN OPENS YOUR
OPTIMIZING FOR CLICKS
The dreaded wall-of-text.
Personalization
Reason for sending email
Benefit to reader
RoleName
Direct line of communication
WRITE COPY THAT CONVERTS
How to reduce information density.
SOURCE: ENVATO
• Use headers and subheaders
• Use font, bolding, italics, numbers or colored text, but
not underline
• Be deliberate about the top 25% of your email
• If you are going to use multiple calls-to-action, stack
your content
COMMUNICATING WITH DESIGN
WHITE SPACEAlso known as negative space, white space refers to the part of your emails that is left unmarked.
The importance of white space.
IMAGES ARE HELPFUL WHETHER YOU ARE A B2B OR B2C COMPANY.
BUT THEY SERVE DIFFERENT FUNCTIONS.
VS.
Pick a primary goal
Design for mobile
HOW TO CREATE EMAILS THAT CONVERT
Optimize each email’s individual funnel
54% of all email is opened on mobile.
SOURCE: LITMUSSTARTUPSTOCKPHOTOS.COM
Less is more. Can you take the same idea and explain it with less space and
more clarity?
SOURCE: ENVATO
The fewer the columns, the better. Stick to one. Remember the email’s purpose when designing the layout. A complex design might be better suited as a webpage.
• Use mobile-friendly templates
• Move your call-to-action above the fold
• Put the navigation in the footer
• Font should be minimum 14pt font
• Avoid the “wall-of-text” by using line breaks
• Your call-to-action should be at least 44 x 44 pixels
DESIGNING FOR MOBILE DEVICES
SOURCES:EXPERIAN, OFCOM4, DMA
Test on a mobile device.54% of email is now opened on a mobile device.
Do imagesdisplay correctly?
Is the text legible? Does it zoom properly?
Is the Call-to-Action functional?
Does the logo work on a
smaller screen?
SOURCE: US CONSUMER DEVICE PREFERENCE REPORT Q4 2013
Email Workshop
What are things you like about each email? What are things that can be improved?
Does it have a clear goal? Is the information density good?
We had some submissions from the group I picked the ones that weren’t newsletters (We can look at newsletters in the future)
Submitted by Tyler Burgess, Ihiji
Submitted by Marla Rosner, Renovatio Cloud
Subject Line:Planning Your Route to
Digital Transformation
Submitted by David Moore, Trendkite
Subject Line: Best PR Reports for Executives in 2016
Submitted by Darby Dupre, YouEarnedIt
Submitted by Greg Gordon (The foam machine guy), Party Machines
Subject Line: Foam Machines - Trade Show Follow Up
Join us for a special evening event with HubSpot's Director of Marketing Team
Development, Rebecca Corliss!
RSVP