take your email marketing to the next level
TRANSCRIPT
TAKE YOUREMAIL MARKETINGTO THE NEXT LEVEL
HELLOMichelle DassenMarketing & Communication@MichelleDassen@flexmail_be
WEBSITE CONVERSION
� SEO� SEA� Social media� Landing pages� Online ads� Print ads� Referring sites� Blogs� Email marketing� Forums� Youtube� Webinars� Podcasts� …
1. SET UP A SUCCESSFUL LEAD GENERATION MOTOR
“There are countless ways to build lists, but trust is what builds relationships.”
– Hunter Boyle
WHERE ARE YOU GETTING YOUR LEADS?
BASIC SUCCESS FORMULA
TRAFFIC
Get your offer in front of more people:
� Online and offline� SEO� SEA� Visibility in the press � Guest posts on other blogs� Youtube channel� Ads online and offline� Social media� Webinars
OFFER
Valuable piece of content that you give away for free:
� Free video training� E-book� Whitepaper� Checklists� Webinar � Free consultation� …
FOLLOW UP
Your list is worth nothing without the relationship
� Offer immediate value� Be consistent
TAKE THE TIME TO SET IT ALL UP
FOLLOW UP: WELCOME MESSAGE
� Insecurity after subscription
� Well-chosen titles & texts
� Functional design
FOLLOW UP: WELCOME MESSAGE
� Many links to the website
� Give the offer� CTA: add to address
book
FOLLOW UP: WELCOME MESSAGE
� Quirky text� Great offer� Reminder� Links to the website
WHEN DID YOU BECOME A CUSTOMER?
Don’t forget about your contact after the sign-up
� Onboarding/nurturing/education program� Create a narrative � The first 10 days are crucial, not 30! � Maximum of 90 days
THE HOOK MODEL
1. Sign up for free e-book to help solve a problem (internal trigger)2. Get a mail the inbox to download ebook (external trigger)3. They click on link to read the ebook (action)4. They read the ebook & get new ideas but don’t know what to do next (reward)5. 2 days later they’re invited to comment on a discussion with their peers
(investment)
GIVE THEM A GREAT FEELING
Welcome e-mail
Yes Email 2 – Great, next steps
Yes Email 3 – Getting even more value out of …
No Email 3 – How can we help you?
No Email 2 – Need help?
Yes Email 3 – Getting set up …
NoEmail 3 – Finding the
right fit for your business
2. TAKE YOUR PERSONALIZATION & TARGETING TO THE NEXT LEVEL
“You have to understand that nothing appeals to
everybody.” – Rocker Gene Simmons of KISS.
ONE-ON-ONE COMMUNICATION
PERSONALIZATIONHow often were you impressed by personalization in an email message?
� Michelle, do you have some time?� Super deal for Michelle� Michelle – good news and bad news� Hi Michelle� MICHELLE, save 20% now!
No real personal messages!!!!
WHAT SHOULD YOU TARGET ON?Consider the needs, wishes, fears, preferences and other personality traits
� Sex (men have other decision patterns then women)� Location � Age group� Product group (based on recent purchases )� Interests� The type of content a contact clicks on� Documentation downloaded on the website� How they got on your list � Activity in your newsletters
PERSONALIZATION – WINE VENDOR
� Food festival� Bought wine� Mail with recipe to go with that wine
PERSONALIZATION - E-COMMERCE
Try something different in stead of only sending transactional messages
Dear John, I wanted to send you a quick email because you’ve purchased product x a couple of months ago. I was wondering what your experience was.
I also wanted to let you know that we’ve created a new upgrade package for this product. This allows you to…
PERSONALIZATION – BOL.COM
PERSONALIZATION – HAIR DRESSER
Dear #firstname# On #date_appointment# you came to our salon for a new haircut. Together we opted for #name_haircut#. I hope you’re happy with the result! To make sure your haircut looks great as long as possible, I suggest the following tips: 1. #tip_1#2. #tip_2#3. #tip_4# I used a specific shampoo and conditioner for your hair type. Those were #shampoo# and #conditioner#. These are always available in or salon.If you bring this email along with your next visit, you’ll get a 10% discount on your next haircut. See you soon! #name_hairdresser#Your stylist at salon X
PERSONALIZATION – THEATER
� All kinds of performances� You are interested in comedy
WHAT YOU SHOULD DO� Optimize your subscription form� Dedicated landing pages� Preference center� Welcome emails� Enrich your contact database � Clicking behaviour and interest groups� Look for ways to personalize and target� Segmentation into relevant groups
3. CREATE EMAIL MESSAGES THAT SPARK ENGAGEMENT
“Human nature has a tendency to admire complexity but reward
simplicity.” – Ben Huh, CEO, Cheezburger Network
GET ATTENTION IN THE INBOX
Don’t waste your contact’s time!
� Get to the point quickly� Don’t hide the value of your email� Visual appeal
Let’s get to the examples!
IMAGES
KISSMETRICS’ BLOG UPDATE
+ Short, sweet and gets to the point
+ Leaves you wanting more
- Feels cold- Doesn’t highlight the blog
post- No image- CTA could be bolder
DEALSDIRECT
+ Great sales email+ Clear CTA+ Alt tags on images
- Target iPhone readers- Smaller footer
WARBY PARKER
PLAYSTATION STORE > TRANSFORMERS
TIPS FOR IMAGES
� Always use ALT-tags� Dont use images for essential elements� Get added to the address book� Test with images turned off� Choose functional images� Contrast and surprise
TEXTS
SCOTTEVEST
+ Every day a sale+ Technical aspects+ No link leak
- No real CTA- Daunting text - Very large image
TIPS FOR TEXTS
� Interesting content� Keep it short and simple� Kill your darlings� Leave out the parts that people skip� Be relevant
WRITE WITH PASSION
1. Short and powerful2. Create structure3. Keep it simple4. Be positive5. Write “outwards”6. Use power words
CTA
WEST ELM
+ Clear style+ Great content+ Functional vs emotional
links
- CTA don’t stand out- Very light font color
LITMUS
+ Clear sections+ Great CTA+ Big fonts
- No links on titles
TIPS FOR CALL TO ACTIONS
Tastes differ!
TIPS FOR CALL TO ACTIONS
� Ask for the action� Don’t use too many� Place links on multiple elements� CSS instead of image� Test size, color and style
POTENTIAL ISSUES
� You’re not asking for the conversion� They don’t know what you’re selling� You haven’t earned their trust� Your offer isn’t specific enough� You give them too many choices
4. OPTIMIZE FOR MOBILE
“Mobile is no longer about what you can do on your cell
phone. Mobile is all about doing more, all of the time.” – Mitch Joel
THE MOBILE READER
THE MOBILE READER
THE MOBILE EXPERIENCE
� Enlarge your fonts:o At least 13 px for texto At least 22 px for titles
� Be careful with images � Let your links be noticed � One column design
THE MOBILE EXPERIENCE
THE MOBILE STRATEGY
Small screens require focus3 questions to ask for your next email
What is the point if this email?
Why should they care?
How do they take action?
� Sender address: make it personal
� Subject line: make it interesting
� Preheader: get to the point
Sender addressAbout25 characters
Subject lineAbout35 characters
PreheaderAbout85 characters
THE MOBILE STRATEGY
SENDING INFORMATION
SCALED DESIGN
RESPONSIVE DESIGN
WHAT’S THE DIFFERENCEScaled� No real mobile design
� Just one design
� Every device and email client
Responsive design� Real mobile design
� Two designs
� Not displayed in Gmail for Android
FRIETKOTACTIE.BE
IN VOOR ZORG!
Before mobile implementation
After mobile implementation
WHAT YOU SHOULD DO
THANK YOU
“Average conversion rates are meaningless. Switzerland on average is flat.”
– Chris Goward