email marketing: how to reap the rewards of taking a holistic approach
TRANSCRIPT
ANDY WYATT Product Marketing Manager, Kissmetrics
An Email Marketing industry veteran and thought-leader, Kath is a sought-after expert author, contributor, conference speaker and trainer.
KATH PAY CEO & Founder, Holistic Email Marketing
@kathpay
1 What is Holistic Email Marketing?
2 Necessary Ingredients for the Holistic Approach
3 3 Steps to Gaining Email Conversions
TABLE OF CONTENTS
WATCH WEBINAR RECORDING NOW
PPC/Ad/Banner Ad/
Social Media
Landing Page Data Capture
Email Programme
Landing Page/
Ecommerce Site
LOOK AT THE CUSTOMER JOURNEY HOLISTICALLY
“ENSURE THERE ARE NO DISCONNECTS
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7 NECESSARY INGREDIENTS FOR A HOLISTIC APPROACH
You need to… • Be a persuasion architect • Be a conversion optimisation expert • Desire insights into what makes your customers tick • Be a director and using conversion-centred design
principles • Be passionate about continually testing and optimising
your journeys and programmes • Be desirous of delivering a holistic, unified experience
for your subscribers • Be customer-centric not brand-centric
WHAT ARE YOU REWARDED ON?
Subject Line Opened Clicked Converted
Win the pampering prize of a lifetime worth $10,000
38.19% 9.35% 6.74%
Win spa breaks, a personal shopper and more worth $10,000
35.76% 11.03% 9.19%
Win a pampered new you worth $10,000 38.01% 15.45% 10.67%
Win a trip to Champneys and more worth $10,000 with Veet
33.23% 16.76% 11.01%
PERSUASIVE VERBS
• Choose
• Improve
• Increase
• Avoid
• Act
• Boost
• Build
• Keep
• Leverage
• Maximise
• Overcome
• Simplify
• Solve
• Stop
• Gather
• Succeed
• Manage
• Save
• Conquer
• Win
• Capture
• Explore
• Ensure
• Learn
• Prevent
• Discover
• Unleash
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“ Research shows that more than
90% of our decisions are
unconscious
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TWO MAIN DRIVERS INNATE TO US ALL
We’re more likely to act based upon loss (avoid pain) than gain (gain pleasure), because losses linger but gains are fleeting.
To avoid pain To gain pleasure
IN SUMMARY
Recognise that the actual email is only part of what is involved in email marketing Ensure your subscribers have a smooth & seamless customer journey Grab your Director’s hat – and direct them through the path conversion Remember that if your subscriber’s achieve their objective – then you achieve yours – so be customer-centric
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KATH PAY CEO & Founder, Holistic Email Marketing
@kathpay
ANDY WYATT Product Marketing Manager, Kissmetrics
Questions?