I recently presented A LOT of great tips, advice and best practise examples in a webinar – too many to cover in this post. So read on for a few highlights and access the recorded webinar, jam-packed with juicy conversion-driving must-knows!
I kicked off by stressing the importance of understanding your audience and how they engage with you. Then you can take the tips and advice provided in the webinar and adapt them to suit your business and customers.
Watch the webinar below or read on for the highlights...
Ongoing testing to find the optimum combination of variations that work for your business and customers, is very important, along with measuring the metrics that matter. In one example shown, the word ‘Buy’ delivered the highest click through rate, but not the most conversions. Be clear on your goal and make sure you test your CTA approach in line with clear KPI’s.
These insights are just the tip of the iceberg, you can watch the full recorded webinar here for the full lowdown.
Date: Tues 28th Oct 2014
Cost: It's FREE!
Time: 8.45am registration for a 9.30am start until 11.30am (includes breakfast, morning tea and networking opportunities)
Venue: cloud.IQ, 4th Floor, 35 Kingsland Road, Shoreditch, London E2 8AA, UK
Aimed at both B2C and B2B marketers, our next FREE Breakfast Briefing event takes a detailed look at how you can utilise all of the touch points on your website to encourage email sign-up’s.
Over 98% of website visitors leave before taking any action. Much effort and budget goes into driving your site visits, so you need to ensure you’re making the absolute most of this opportunity. If you miss it you may not get another chance.
In this event, Cloud.IQ marketing director and international email marketing expert Kath Pay, will reveal how you can make your marketing budget work harder by implementing key techniques that will ensure your site works as hard as possible at conversion to drive email sign up’s.
Future proof your online revenue by capturing as many prospect email addresses as possible via your website. These are prospects you can nurture into valuable customers.
Key learning’s will include
- The importance of viewing an email sign up as a transaction
- How to ensure you don’t take your database for granted
- How to optimise your copy, form, buttons and call to actions
- The part user experience and personalisation play in list growth
- Understanding your customers mind set
- Using successful techniques such as overlays
“Kath is a great speaker & stimulated a lot of useful practical changes in the way I think about email marketing.” - Rupert Dannreuther, Cineworld
“The speaker got the audience involved and her presentation was interesting, she made it lively. Very enjoyable.” - Olivia Delebarre, Made.com
“The event was very useful with a lot of practical tips that we started to use immediately in order to improve the way we communicate through mails.” - Magalie Durio, Qudini
“”I was very happy with the quality of the presentation – especially with the fact that each tip was backed up with specific examples and interesting statistics. I really enjoyed the presentor’s delivery style too.” - Samia, Marketing Planner, British Safety Council
“The event had a lot of practical advice with many real life examples. It was helpful, informative and inspiring.” - Mariko Oya, Mikimoto.co.uk
Dave Hendricks posted an interesting article on ClickZ titled "Owned Data, Paid Succes", in which he talks about the risks associated with using data gathering via social sign-in on your website.
From the article:
Bringing owned data into paid media channels - sometimes referred to as data-onboarding - will revolutionize marketing like nothing seen before the invention of the Internet. But if you do not have rights to use "your" data in third-party channels, you are going to miss out on a big piece of the next big thing in interactive marketing: CRM retargeting.
You might ask, "How is my file not my owned data? I can email it. I can drop cookies on it and retarget it. I can even send terrestrial mail to it. That sounds like it's mine."
The data you collect via social signup is yours...to some extent.
Gmail is making email marketers sweat again. In the last 12 months alone, the introduction of Tabs caused all-out panic, image caching recalibrated open rate baselines, and grid view caused rendering concerns. Now Gmail is following up with a partial rollout in March of a highly visible native unsubscribe link with a wider rollout, which they announced yesterday.
Now any sender that includes the list-unsubscribe header in their emails will have Gmail’s native unsubscribe link show up next to their sender name when an email is opened, whereas previously the only senders who were able to benefit from this offering were those with stellar reputations—which were the ones who needed it the least.
In this article, Chad White looks at the pros and cons of this new functionality and how best to use it.
A couple of articles I enjoyed reading recently:
I got an email from the folks over at Moosend this morning with some interesting and fun email marketing stats they pulled from their system and I thought you might find them interesting as well :-)
Yesterday I did a presentation on Data, Insights & Automation - the Holy Trinity of Effective Online Communications at the Conversion Day conference in Brussels. You can view a short snapshot of the presentation below.
Next Tuesday (May 13, 2014) I'm doing a much broader presentation on the same topic at the Email Expo in Frankfurt. It promises to be a great conference with top-notch speakers, so don't miss it!
I'm driving to Frankfurt on Tuesday morning, so if you want to join me, let me know!
Here's some recommended reading for you:
I remember we were discussing bringing the Email Insider Summit over to Europe already 5 years ago and now it's finally happening! I'm so excited!!
As usual, the Email Insider Summit has a VIP program and they've asked me to be the EU contact person for this.
Insider Summits are complimentary to Brand Marketers who meet our requirements.
Do you qualify as a VIP for this event?
To qualify, you must:
Complimentary Brand Marketer pass includes:
So if you (think) you qualify for the VIP program, shoot me an email.
Here's a great 2-minute video that explains the anatomy of the perfect email design by the folks at Lyris.
Have you seen (or created) other short educational videos on email marketing? Send me the link and I'll feature them on this blog.
In Econsultancy's latest Email Marketing Census marketers claim that Email Marketing delivers the best return on investment.
For the past 8 years Email Marketing has consistantly been cited by marketers as having delivered the highest or second highest ROI compared to other channels such as PPC, Search, Direct Marketing, Social Media, Content Marketing and Mobile Marketing.
And when asked the same question, the agencies have reported an even better return on investment as shown below.
What continually astounds me every time I see results such as this, is just how little marketers are utilising the strengths of this channel - yet despite this, Email Marketing is still coming on top for ROI.
This begs the question; what if we were to begin to really maximise the strengths of email marketing - or even performed the most basic processes to ensure maximum results from this channel?
To me, this is what makes email marketing very exciting. As marketers we're not yet leveraging all that the email channel has to offer, yet it's delivering the highest ROI - and even that isn't acounting for all the results it delivers. It also delivers results that aren't attributed to it. It drives traffic to other channels including offline and in-store and is one of the main drivers of traffic to a website.
As you can see in the below chart, some of the key processes or factors of an email campaign are getting very little attention - especially when compared to a typical campaign in other channels. 29% of marketers aren't optimising their campaigns and the shocking thing to note (as seen in the report) is that his hasn't really changed from the results of the 2008 census.
How often have you abandoned a checkout due to a confusing and difficult experience? Unfortunately this is more common than it should be and we lose customer's during the checkout process. In fact you're average abandon rate is around 80%!
Plan to Engage recently hosted a webinar with conversion expert James Critchley of cloud.IQ and provided 3 keys to leverage in order to prevent abandonment of the shopping cart process.
The 3 Keys discussed are based on BJ Fogg's Behavioural Model which shows that 3 elements must converge at the same moment for a behaviour to occur: Motivation, Ability, and Trigger.
In this webinar we detailed each of these elements and look to see how we can apply this model to our customer's checkout process in order to refine and optimise the experience, resulting in increased conversions.
Interested in seeing more? The please view the slides of the presentation below, alternatively you can watch the actual webinar here.