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.
So - Gmail has in beta mode a new feature in the Gmail Promotions tab, which picks out images from your emails and presents them in a visual tile layout. This is the next step from having recently made images visible by default (and now we can begin to see why they did so).
If you haven't yet received this feature - you can apply for it here and be part of the trial.
The good news is that our friend Justin Khoo over at Freshinbox has created a cool new tool to be able to test what your emails may look like to ensure you're now leveraging this fresh and potentially valuable way of presenting your email. So - if you're wanting to tweak your emails so they benefit from this - then shoot over there now!
A comprehensive coverage of all blogs and related information about this new feature was very kindly putting together by our good friend Jordie van Rijn over at emailMonday - so check we recommend that you check this out.
We have some great offline and online courses lined up for you in the coming months - so why not check them out and see if one (or more!) is suitable for you?
A recent Plan to Engage & Pure360 survey (The current state of email strategy) of over 500 UK marketers revealed a lack of strategy and an over reliance on open rates as a metric in email marketing programmes:
I thought today I’d address three of these findings:
Strategy: objective setting seen as a luxury not a necessity
I teach hundreds of email marketers every year and in every class I am amazed at the percentage of email marketers who do not have a solid strategy in place.
Email is a channel where setting objectives seems to be a luxury rather than a necessity. There are very few other channels where setting objectives and KPIs are not mandatory – in fact I’m struggling to think of any – other than email.
Setting objectives is where we must start – as it affects everything we subsequently do – from creating the strategy and identifying the tactics, to designing, copywriting and creating the landing pages to testing and optimising. Everything, maps back to our objectives – business objectives, email programme objectives and of course campaign objectives.
Personally I believe the lack of objective setting and strategy creation is down to the channel historically being seen as ‘cheap’. Happily this is changing year by year but we still are suffering the effects of this way of thinking. I believe a simple mindset change can be very effective in remedying this situation.
If we were all to swap the phrase ‘cheap channel’ with ‘cost-effective channel’ then suddenly we’re taking into consideration the ROI, the traffic, the branding exposure, the customer retention and strengthening of customer relationships we gain from this channel – all for a small amount of investment. Words are very powerful and the word ‘cheap’ has a lot of negative connotations associated with it. The word ‘cheap’ indicates something we probably won’t value, invest into it or treat it well. ‘Cost-effective’ however brings it to light as being the valuable, essential channel that should be prioritised and invested into. A good start to the investment is by implementing a holistic strategy for your email marketing programme.
Reporting: an over reliance on open rates
This ties in with the lack of objective setting. Basically, if you don’t know what you want to achieve and have a strategy in place – how do you determine what to measure? Email Marketing is one of the most accountable and trackable channels – let’s take advantage of this!
Even if reporting is undertaken, too many email marketers seem to be too much value on the open rate and use it as their main measure of success. But in reality, does the open rate map back to your objective and actually signify success? I truly doubt it.
Personally I think that the days of viewing the open rate as a valuable metric are dated. To me it has always been a messy metric, not at all reliable and generally not a good indication of success. It does not report how many people have read your email, rather it reports how many people have downloaded images on your email. So, because of this, many email marketers have been using it to gauge reader engagement, assuming that a reader is engaged with your email because they have downloaded images. To this extent, this was a fairly safe assumption – until recently.
In 2013, Hotmail.com became Outlook.com and with that change, came also the automated downloading of images; recently Gmail has followed suit and is no longer blocking images but downloading them by default. Now, while this is wonderful news for our beautifully designed emails, it has made the open rate even more of a messy metric. No longer can we rely on it as being a measurement of engagement.
I would recommend that the reporting be structured to involve the metrics that truly indicate success according to your objective. That’s not to say that we ignore metrics such as opens or clicks, as there are insights that we can gain – not just on a campaign by campaign basis but on a subscriber reporting basis as well as in comparing year-on-year reports.
Unsubscribe: part of the customer journey
I believe we need to view everything to do related to our email programme as a journey, a journey that the customer takes. And yes, this journey may include them unsubscribing from our email programme. When I perform my email heath checks for my clients. I’ve discovered that many brands forget about optimising this step and just accept the basic process provided to them by their ESP. What they provide to you is just the start – not the end of optimising this process.
Not only is the unsubscribe process an opportunity to gather information about why they’re leaving (and hint – it isn’t always about your email programme! Sometimes it’s about a bad customer experience) or offer them the ability to opt down and stay subscribed.
But most importantly, if they decide that they really do want to leave, then this is your opportunity to let them leave you with a smile on their face, it doesn’t have to be a negative experience. So, our main aim here is to give them a positive experience so that if they want to subscribe at a later stage or follow us on social media, they’re more likely to want to.
Hubspot do a great job at conveying this message with their video – just watch and enjoy.
(article originally published on DMA UK Email Marketing Councils, Infobox)