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How to Design a High-Converting Email Campaign

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Is your email click-through rate lower than you’d like?

If so, it means people aren’t clicking through to your website, reading your content or buying your products, which ultimately means you're missing out on precious sales & revenue.

To help you out, we’ve compiled the 6 things the best email marketers in the business do to increase their email click-through rate.

By attending the webinar, you’ll learn:

How to leverage data to optimize your campaigns
Design best practices with industry examples
Conversion tips for every element of your email marketing

Publicada em: Marketing

How to Design a High-Converting Email Campaign

  1. 1. How to Design a High- Converting Email Campaign SARAH MCCREDIE, CAMPAIGN MONITOR
  2. 2. @Kissmetrics #KissWebinar @thuelmadsen
  3. 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Sarah runs Partnerships for Campaign Monitor. Prior to Campaign Monitor, Sarah was an early employee at Unbounce spearheading a lot of their marketing efforts. As a Canadian in SF, when not working, you’ll find her exploring California. SARAH MCCREDIE Director of Partnerships, Campaign Monitor @sarahailish
  4. 4. @campaignmonitor #KissWebinar @sarahailish
  5. 5. Email and Your Marketing Stack HOW EMAIL FITS INTO YOUR MARKETING STRATEGY
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. YOUR MARKETING STACK Email Marketing Productivity/CollaborationData/Analytics Content/Social Optimization/Testing Lead Gen Advertising Sales/CRM
  8. 8. YOUR MARKETING CHANNELS Social SEM Blog Referral SEO + Content Email Reviews
  9. 9. WHY EMAIL? Email 3800% ROI Control Brand + Message Segmentation + Personalization Conversions + Stability Build a Relationship Acquire New Customers>Retaining 4.3 Billion Email Addresses
  10. 10. Email Strategy Framework
  11. 11. EMAIL STRATEGY Segmentation Personalization Design Structure/Layout From/Subject/Preheader Copy CTA Mobile Optimized A/B Test
  12. 12. Segmentation CREATE TARGETED GROUPS WITHIN YOUR LIST TO SEND MORE RELEVANT EMAILS
  13. 13. SEGMENTATION STATS 14.37% 64.78% 8.98% Higher Open Rates Higher Click-through Rate Lower Unsubscribe Rates
  14. 14. SEGMENTATION • Ask specific questions on sign-up • Birthday, location, role, interests • Segment based on activity, purchases, anniversaries, content type • Leverage surveys in your automated emails to gather more info over time from your prospects/customers
  15. 15. CREATE A PREFERENCE CENTER
  16. 16. CREATE A PREFERENCE CENTER
  17. 17. UNSUBSCRIBE | PREFERENCE CENTER Opportunity to learn and win back your subscribers
  18. 18. SEGMENT BASED ON READINESS TO BUY
  19. 19. DYNAMIC CONTENT
  20. 20. Personalization INCORPORATING PERSONAL INFO OR ACTIVITY INTO YOUR EMAIL CAMPAIGNS
  21. 21. PERSONALIZATION • Personalized subject lines have a 26% higher open rate • 2.5x higher click-through rate • 6x more sales • 1:1
  22. 22. EXAMPLES
  23. 23. From, Subject Line, 
 Preheader Text ARGUABLY THE MOST IMPORTANT ELEMENTS TO OPTIMIZE
  24. 24. WHAT TO OPTIMIZE • From name • Campaign Monitor • campaignmonitor.com • Sarah from Campaign Monitor • Sarah McCredie • David • Leland
  25. 25. WHAT TO OPTIMIZE • Subject Line • 80 characters on desktop • 30 characters on mobile • Question • How to • Scarcity • Curiosity gap • Pop culture reference • Emoji’s! 45% increase in open rates
  26. 26. WHAT TO OPTIMIZE • Preheader Text • ‘Second subject line’ • Don’t reuse subject line copy • Test across devices (Litmus) • CTA • Test humor/emoji’s/symbols
  27. 27. WHAT TO OPTIMIZE • Preheader Text • ‘Second subject line’ • Don’t reuse subject line copy • Test across devices (Litmus) • CTA • Test humor/emoji’s/symbols
  28. 28. Copy SOUND LIKE A HUMAN
  29. 29. COPY • Align your subject line with body copy • Focus on your customer’s problem • Be personal • Emotive • Clear and concise • Use their language • “You” instead of “me or I” • Benefits>Features • Write your copy outside of email builder
  30. 30. Structure and Layout WIREFRAME YOUR CAMPAIGNS
  31. 31. EMAIL STRUCTURE • 8 second attention span • Focus on value prop • Wireframe before you build • Break into easily consumed chunks • Prioritize goal above the fold • Repeat CTA throughout
  32. 32. Design HIGH-CONVERTING DESIGN
  33. 33. WHAT TO OPTIMIZE • Consistent design and brand throughout all parts of your campaign • ad, email, landing page • Get creative with video + gifs • Don’t let design overpower your copy and CTA • Consider your copy design
  34. 34. VIDEO IN EMAIL • 36% increase in click-through rates • Obvious play button • Fallback image • Embed your video on a landing page - don’t send to youtube!
  35. 35. VIDEO IN EMAIL • 36% increase in click-through rates • Obvious play button • Fallback image • Embed your video on a landing page - don’t send to youtube!
  36. 36. Call to Action THE MAIN GOAL(S) OF YOUR EMAIL CAMPAIGN
  37. 37. MAIN ASPECTS OF YOUR CTA Design Copy Placement
  38. 38. CTA BEST PRACTICES • 1 main email CTA • Should repeat it throughout the email • Make it look like a button • Use white space • Action-oriented • Get creative with copy
  39. 39. Mobile Optimization ALWAYS ALWAYS ALWAYS CONSIDER MOBILE EXPERIENCE
  40. 40. MOBILE STATS 45% 35% 34% Unsubscribe because a brand’s email or website didn’t work well on their mobile device Unsubscribe because a brand’s mobile app didn’t work well Mark their emails as spam because they didn’t display or work well on their mobile device
  41. 41. DESIGN FOR • 54% of email now opened on a mobile device • Short and sweet • Make CTA’s easy to click • Test on different devices
  42. 42. HTML vs. Plain Text THE ULTIMATE DEBATE
  43. 43. USE CASES • B2C verticals where imagery sells • ie. retail, travel, entertainment • Newsletters • Transactional Emails • If you have a strong brand (ie. Coca Cola) • Can show off products and brand • B2B • Sales-focused • Conversational • Make links obvious • Want to build trust HTML Plain Text
  44. 44. PLAIN TEXT EMAILS VS. HTML CTA CTA CTA
  45. 45. A/B Testing ALWAYS BE TESTING!
  46. 46. A/B TEST ALL THE THINGS Build Learn Measure Ideas Data Product The Lean Startup Model
  47. 47. LEARN MORE NOW Discover how Kissmetrics can help you optimize your marketing
  48. 48. SARAH MCCREDIE Director of Partnerships, Campaign Monitor @sarahailish sarahm@campaignmonitor.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?

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