quick wins for email successcontentz.mkt51.net/lp/10613/558439/quickwinspres-email-2.pdf · email...
TRANSCRIPT
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QUICK WINS FOR EMAIL SUCCESS
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Elizabeth CordeiroSenior Digital Marketing Manager
WHO I AM
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EMAIL QUICK WINS
CLOSEGet the action. Optimize the call-to-action and landing page.
CONVINCEGet the click. Make it above the fold and optimize copy, layout, and footer.
CAPTUREGet the open! Optimize the sender, subject line, and pre-header.
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CAPTURE
Get the open:- From Name/Email- Subject Line- Snippet Text
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IN THE INBOX
SUBJECT LINEless than 25 characters
PRE-HEADER less than 85 characters
SENDER
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SENDER
• Recognizable + trustworthy?• From name + Reply to match?• Is it a valid email address?• Is the Reply to a valid email, set• up for reply handling?
8WHICH SENDER WON?
TEST
A. From: PaperStyle.com B. From: Paper Style Customer Service
RESULT
20% increase in open rate
9WHICH SENDER WON?
A. From Name: Jason GrantFrom Email: [email protected]
B. From Name: Jason GrantFrom Email: [email protected]
RESULT
70% increase in open rate
TEST
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SUBJECT LINE
• 25 characters or less• Contains front-loaded value prop?• Do your icons render on all platforms?
11ARE SHORT OR LONG SUBJECT LINES BETTER?
20%
15%
10%
5%
0
MESSAGES WITH SHORT SUBJECT LINES RESULTEDIN THE HIGHEST OPEN RATES
4 to 15 CHARACTERS
16 to 27CHARACTERS
28 to 39CHARACTERS
40 to 50CHARACTERS
OVER 51CHARACTERS
15.2%
12WHICH SUBJECT LINE WON?
TESTA. Shhh…B. Sneak Peak Inside!C. Never Seen Before!
29% open rate - 19% lift
RESULT
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TESTA. Get the PERFECT
iPad/Surface Stand!B. Portable Stands for your
Portable Tablet DevicesC. iPad & Surface Stands –
Perfect for retail, trade, &Special Events!
RESULTS
19% open rate - 18% lift
WHICH SUBJECT LINE WON?
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PRE-HEADER TEXT
Supports the value proposition
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OPTIMIZING THE PRE-HEADER
• Does the pre-header text support the subject line without repeating the message?
• Is it front loaded?• Is the pre-header text linked?• Does the View in Browser
follow the pre-header?
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Email Quick Wins
Convince
CONVINCE
Get the click. Make it above the fold and optimize copy, layout, and footer.
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COPY
SUBJECT LINE: Celebrate her with a gift she'll love
• Does body copy + subject line make sense?
• Does email communicate instead of sell?
• Is your logo Included?• Is all the copy relevant for your
audience? (the “So What” test)
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COPY
• Passes the ‘so what’ test (references last engagement)
• Communicates instead of sells
• Includes logo
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COPY
• Quantify claims or back them up with a trustworthy source.
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LAYOUT S-CURVE
• Are you using an S-curve? Or F-Layout?
• Use no more than 2 fonts• Keep navigation clean – 3-5 product
categories• Consistency in branding• Hi-res product images or stock images• Using white space to keep the layout
clean• Color-blocking
21F-LAYOUT S-CURVE F-LAYOUT
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THE LAYOUTBA
RESULTS2.79% click rate - 13% lift
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Email Quick Wins
Close
CLOSE
Get the action. Optimize the call-to-action and landing page.
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CTA
• Single prominent CTA?
• Does the CTA tell users what to accomplish, instead of “Submit,” “Subscribe,” or “Click Here”.
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CTA
• Will the CTA render even if images are disabled?
• Does it look like button/clickable?
26A/B test: CTA
BA
RESULTS
16.56% click rate - 25% lift
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A B
RESULTS
42% click lift
A/B CONTENT TEST
28A/B CONVERSION TEST
A B
RESULTS
154 % revenue lift (click through to specific product page than to category page)
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AND LET’S NOT FORGET ABOUT MOBILE….
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From: Litmus.com
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From: Litmus.com
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IF EMAILS DON’T LOOK GOOD ON MOBILE
72%
OF CONSUMERS WILL DELETETHE EMAIL.
*Adestra, 2016
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CHOOSING THE RIGHT APPROACH
Scalable(aka mobile-
friendly)• One version of email• Single column design• Mobile-friendly techniques
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CHOOSING THE RIGHT APPROACH
Responsive
• Multiple email version• CSS media queries auto-adjust
email to suit the device reading it• Media queries can change the
layout: table + images resize, content stacks, hide/show, etc.
• Uses “break points” to target screen sizes + devices
35SIDE-BY-SIDENOT mobile-friendly Scalable Responsive
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• Optimized, full screen logo, white background
• Top Navigation removed
• Scalable hero
DESKTOP MOBILE
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• Grid layout stacks vertically for optimized imagery
• Larger CTAs
DESKTOP MOBILE
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• Permanent bulletproof CTA
• Top nav shifts to the bottom and enlarged
• Removed social buttons
MOBILEDESKTOP
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BA
RESPONSIVE TEST
RESULTS56% mobile engagement -
19% lift
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RESPONSIVE DESIGN
From: Litmus.com
41KEY TAKEAWAYS
• Know your audience!• What devices and platforms are they
using?• What is their demographic?• How engaged are they?
• Communicate value without being salesy
• Test + then test again!
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KEEP IN TOUCH WITH ME
www.whereoware.com
@Whereoware
Elizabeth CordeiroSenior Digital Marketing ManagerWhereoware