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Email Marketing: How to Reap the Rewards of Taking a Holistic Approach

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Email Marketing: How to Reap the Rewards of Taking a Holistic Approach KATH PAY


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ANDY WYATT KATH PAY Product Marketing Manager, Kissmetrics CEO & Founder, Holistic Email Marketing @kathpay An Email Marketing industry veteran and thoughtleader, Kath is a sought-after expert author, contributor, conference speaker and trainer.


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@kathpay @Holisticemail #KissWebinar


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TABLE OF CONTENTS 1 What is Holistic Email Marketing? 2 Necessary Ingredients for the Holistic Approach 3 3 Steps to Gaining Email Conversions


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WATCH WEBINAR RECORDING NOW


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Email is not an island


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Everything that happens before AND after the email affects your results


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LOOK AT THE CUSTOMER JOURNEY HOLISTICALLY PPC/Ad/ Banner Ad/ Social Media Landing Page Data Capture Email Programme Landing Page/ Ecommerce Site


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LET’S TAKE A TOUCHPOINT – SEARCH/PPC


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OOPS – A DISCONNECT


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GROUPON – OPTIMISING SIGN UP FORM POSITION ON HOMEPAGE eyequant


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52% UPLIFT IN CONVERSION!


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“ENSURE THERE ARE NO DISCONNECTS “Last 24 Hours of Spring Clearance - Save up to 60% with final reductions! Don't miss out!”


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7 NECESSARY INGREDIENTS FOR A HOLISTIC APPROACH You need to… •  •  •  •  Be a persuasion architect Be a conversion optimisation expert Desire insights into what makes your customers tick Be a director and using conversion-centred design principles •  Be passionate about continually testing and optimising your journeys and programmes •  Be desirous of delivering a holistic, unified experience for your subscribers •  Be customer-centric not brand-centric


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3 STEPS TO ACHIEVING AN EMAIL CONVERSION


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1: OPEN Convert your subscribers to open and read the email


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Stay focused on the objective of the email


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WHAT ARE YOU REWARDED ON? Subject Line Opened Clicked Converted Win the pampering prize of a lifetime worth $10,000 38.19% 9.35% 6.74% Win spa breaks, a personal shopper and more worth $10,000 35.76% 11.03% 9.19% Win a pampered new you worth $10,000 38.01% 15.45% 10.67% Win a trip to Champneys and more worth $10,000 with Veet 33.23% 16.76% 11.01%


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Think CURVE when crafting a subject line


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C uriosity rgency U elevance R alue V motion E


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“Open me quick! I expire at 6pm, payday treat”


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Craft the subject line immediately after writing your objective


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Encourage action by front-loading verbs in your subject line


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PERSUASIVE VERBS •  •  •  •  •  •  •  Choose Improve Increase Avoid Act Boost Build •  •  •  •  •  •  •  Capture Explore Ensure Learn Prevent Discover Unleash •  •  •  •  •  •  •  Keep Leverage Maximise Overcome Simplify Solve Stop •  •  •  •  •  •  Gather Succeed Manage Save Conquer Win


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2: CLICK Convert your subscribers to click/action the email


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The inbox is always a hive of activity


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SO WRITE LIKE A JOURNALIST


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YOUR AIM IS TO CONVERT THEM TO CLICK THROUGH


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Engage them emotionally


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“ 90% of our decisions are Research shows that more than unconscious Douglas van Praet Unconscious Branding


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“Your next getaway is closer than you think. With these special offers, you can escape to your paradise, whether that’s an urban retreat, exotic adventure or anything in between. Below are some featured destinations…..you have even more places to make unforgettable memories. TREAT YOURSELF TO THE GETAWAY YOU DESERVE”


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Use Directional Design Cues


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EXPLICIT DESIGN CUE


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IMPLICIT DESIGN CUE


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EXPLICIT & IMPLICIT DESIGN CUES


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Use Scarcity & Loss Aversion


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TWO MAIN DRIVERS INNATE TO US ALL To avoid pain To gain pleasure We’re more likely to act based upon loss (avoid pain) than gain (gain pleasure), because losses linger but gains are fleeting.


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Scarcity Scarcity Loss Aversion Scarcity Loss Aversion


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3: CONVERT Achieve the final conversion on the landing page


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Minimise the distractions


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31% increase in downloads Unbounce


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Be specific to the next action within your call-to-actions


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REPLACED “BUY NOW” WITH “ADD TO BASKET” 17% increase in basket adds


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Prime them with Anchoring


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500% INCREASE IN CLICK THROUGHS Copyhackers


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IN SUMMARY Recognise that the actual email is only part of what is involved in email marketing Ensure your subscribers have a smooth & seamless customer journey Grab your Director’s hat – and direct them through the path conversion Remember that if your subscriber’s achieve their objective – then you achieve yours – so be customercentric


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Start Your Free Kissmetrics Trial LOG IN WITH GOOGLE


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Questions? ANDY WYATT KATH PAY Product Marketing Manager, Kissmetrics CEO & Founder, Holistic Email Marketing awyatt@kissmetrics.com @kathpay kath@holisticemail.com


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