improve your click through rate using email best practice
TRANSCRIPT
I m p r o v e y o u r c l i c k t h r o u g h r a t e u s i n g e m a i l b e s t p r a c t i c e
Isabel WallThe University of SussexLondon, UK | February 2017
“Email remains an essential part of every consumer’s day…it is as much a part of their daily routine as brushing their teeth” DMA Insight: Consumer Email Tracking Study 2016
81% of people checked their personal email at least 2 to 3 times a day. Only 4% said less than once a day
66% said they agree that information about appointments is best received by email
76% agreed that information was also best served by email
Only 16% said that more than half of the emails they receive are relevant to them
74% of emails are deleted after one day in any inbox
67% read fewer than half their emails received
40% said that too many emails from a sender would prompt them to mark that email as spam
3 areas of best email practice
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Data
Evaluate and Optimize
A winning email plan and creative
As a sector we are lucky that we have a fresh, new audience that we can talk to every year
Have you got your data capture right?If your form is too long, people won’t fill it in.If your form is too short, you won’t have enough information to send relevant communications.
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What is your comms plan?What do you really need to know for research purposes?Make your form as short as possible by using conditional logic
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Email consentLaw by February 2018 that you can only email/text those who have explicitly opted-in?Why email someone who doesn’t want to hear from you?
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We are all truly terrified of the above Download and check your data to minimize risk before send –get someone else to sign it off
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# H U E M E A 1 7
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A more common problem is sending an email to the wrong data selection on a daily basis. One poorly targeted email may stop your prospects from reading any more.Are you sending too many emails? Segment your data and build a communications plan for each segment.
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Winning email plan and creative• Know your audience• Plan, plan, plan• Best practice email
MEET HENRY
While he was deciding which Uni to accept he:
• met his first girlfriend• was in a band• failed his driving test• couldn’t be bothered to
read his uni emails
What is the objective?
Who is my target audience?
What do they currently think and do?What do we want them to think and do?
What is the single minded key message?
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Why should they believe this?
What are mandatories and how do we measure success?
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Every email needs a creative brief
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Define segments
Write plan for what this segment should receive – one message per email
Don’t deviate from the plan
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Builds brand across the plan
Stops any unnecessary emails creeping in
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Every email deserves to belong to a plan
Email best practice design
Email best practice design
Mobile optimised/desktop compatible
One clear key message
Strong call to action
Use bullet points
Keep it short
1 Use video
Test if you can
Get your timing right
Don’t send too many emails
QA and proof your emails before send
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Every email by segment. Create your own average CTR by each audience
CTR/Conversion to applicant/conversion to firm
Bin what is underperforming for that segment and replace with a better communication
See engagement and ultimately conversion increase
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Take action to see your CTRS increase
Save yourself some time and energy but not repeating poorly performing emails
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MAKE SURE YOU DO SOMETHING ABOUT IT!
Thank you for listeningDo you have any questions?
Isabel Wall, University of Sussex