michelle dassen - conversion day 2014

TAKE YOUR EMAIL MARKETING TO THE NEXT LEVEL

HELLO Michelle Dassen Marketing & 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


� Many links to the website

� Give the offer

� CTA: add to address book


� 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 – GeOng

even more value out of …

No Email 3 – How can we help you?

No Email 2 – Need help?

Yes Email 3 – GeOng set up …

No Email 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

PERSONALIZATION How 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!

à 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

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 powerful

2.  Create structure

3.  Keep it simple

4.  Be positive

5.  Write “outwards”

6.  Use power words

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 EXPERIENCE

� Enlarge your fonts:

o  At least 13 px for text

o  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 focus 3 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 address

About 25 characters

Subject line

About 35 characters

Preheader About 85 characters

THE MOBILE STRATEGY

SENDING INFORMATION

SCALED DESIGN

RESPONSIVE DESIGN

WHAT’S THE DIFFERENCE Scaled � 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

GOT A QUESTION?

Michelle Dassen Marketing & Communication

@MichelleDassen @flexmail_be [email protected]