building emails that get the job done- austin hubspot user group

Download Building Emails that Get the Job Done- Austin HubSpot User Group

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  • 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?

    Were glad youre 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. HubSpots 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 wed like to make sure they get an invite.

    Contact Parker at parker@jaxzenmarketing.com or Kelly at kelly@jaxzenmarketing.com

    Well send an email next week with more information.

    mailto:parker@jaxzenmarketing.com?subject=mailto:kelly@jaxzenmarketing.com?subject=

  • Some new changes to HUG: Well be sending out a survey after each HUG meeting to

    get your feedback.

    If you have a job opening youd like to share with the HubSpot User Group, theres a place on the HUG site for you to share the information. Well send an email out to the whole HUG list.

  • HUG is GROWINGWeve 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, were going to start sending an email when RSVPs have filled up for the month. If your plans change and youre 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

    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

  • THERES 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 emails individual funnel

  • Pick a primary goal

    Design for mobile

    HOW TO CREATE EMAILS THAT CONVERT

    Optimize each emails 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 emails 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

    EMAIL

  • 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 emails 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 emails 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 werent 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

    https://www.eventbrite.com/e/special-event-with-hubspot-director-of-marketing-atx-hubspot-user-group-tickets-23050083420