Instructed by Hunter Boyle.

1. Why Your Email Content
Isn’t Driving More
Conversions
(and How to Fix It)
Hunter Boyle
Sr. Business Development Manager
AWeber

2. Poll: Where do these email links go?
Disconnect!

3. About Me
Note: I will spend no longer
than 30 seconds on this slide. ;-)
@hunterboyle
• Content and multichannel marketer
• Grew B2B, B2C email programs
• Former editor for B2B sales/marketing pubs

4. Today You Will Learn
• 5 content missteps that kill conversions
• How to use content readers care about
• Steps to grow your list and reduce churn

5. 5 CONTENT MISSTEPS THAT KILL CONVERSIONS
Source: News.Com.Au

6. 1. NOT ENGAGING ENOUGH

7. Really?
Logo is
drawing
the eye
from the
hero shot
and CTAs
Now that’s
“WOW”
What’s wrong with this email?

8. 1. NOT ENGAGING ENOUGH
2. NOT ENOUGH VALUE

9. Really?
Incentive?
What’s wrong here?

10. 1. NOT ENGAGING ENOUGH
2. NOT ENOUGH VALUE
3. TOO MUCH NOISE

11. How much is too much?

12. Tip: Emphasize clarity and eye paths

13. 1. NOT ENGAGING ENOUGH
2. NOT ENOUGH VALUE
3. TOO MUCH NOISE
4. WHAT’S MY NEXT STEP?

14. Call – no click?
Number listed
separately?
What next?

15. Tip: Make your CTAs UNMISTAKABLE

16. 1. NOT ENGAGING ENOUGH
2. NOT ENOUGH VALUE
3. TOO MUCH NOISE
4. WHAT’S MY NEXT STEP?
5. WHERE’S THE WIIFM?

17. What value are we giving our readers?

18. Move The Needle

19. Review your next 5 emails and
eliminate the conversion killers
Consider these 5 areas:
1. Engagement
2. Value
3. Clarity
4. Call to action
5. WIIFM

20. HOW TO USE CONTENT READERS CARE ABOUT
Source: The Next Web

21. 1. CAPITALIZE ON MOMENTUM

22. Expands the
connection
#4. Tell me a little about yourself.
What type of business do you run?
What company do you work for?
What's the one thing you think I
should know about you?
Quick and
effective
Tip: Make a BIGGER first impression

23. 7,582 Downloads
3,213 Opt Ins
54-83% Open rates
25-69% Click rates

24. 1. CAPITALIZE ON MOMENTUM
2. GET THEM INVOLVED

25. Tip: Encourage interaction
49%
Average open rates
6%
Average CTR

26. 1. CAPITALIZE ON MOMENTUM
2. GET THEM INVOLVED
3. EXPERIMENT, ANALYZE, REPEAT

27. Email Opt In
A/B Test
Control: Optimized but
had hit a plateau
Goal: Increase sales
revenue (e-commerce)
Full Case Study: http://j.mp/WineExpress
Source: WiderFunnel

28. A
Full Case Study: http://j.mp/WineExpress
B
Source: WiderFunnel

29. A
5%
Conversion Rate Lift
+
41%
Revenue/Visitor Lift
Full Case Study: http://j.mp/WineExpress
Source: WiderFunnel

30. Move The Needle

31. Develop 4 email tests designed to
increase reader interaction
Consider these areas:
1. Polls/short survey questions
2. Contributions (guest content)
3. Social tie-ins
4. Messaging and tone

32. STEPS TO GROW
YOUR LIST AND
REDUCE
CHURN
WTH?

33. 1. SET HIGH EXPECTATIONS

34. Newsletter Opt-in
Page A/B Test
Control: Simple form,
good track record
Goal: Increase blog
newsletter subscriptions

35. Newsletter Opt-in
Page A/B Test
Version B:
 More context, WIIFM
 Third-party credibility
 Second form at bottom

36. WHICH VERSION PERFORMED BEST?
B
A
321%
Opt-in Lift
Full Case Study: http://bit.ly/321optins

37. 1. SET HIGH EXPECTATIONS
2. MAKE IT EASY TO OPT IN

38. 65%
more opt-ins
70%
ONE
of confirmed opt-ins
Helluva lot
less opt-ins
375%
List growth (1/11 to 1/13)
Tip: Make opt-in forms UNMISSABLE

39. 1. SET HIGH EXPECTATIONS
2. MAKE IT EASY TO OPT IN
3. (OVER)DELIVER VALUE

40. Offer hits
weeks later
~50%
of 1st week product sales
~80%
of membership sales
Tip: There’s no such thing as too much value

41. Move The Needle

42. Test (at least) one of the following
list builders this month:
1. Lightbox opt in form
2. New WIIFM copy
3. Autoresponder series

43. Key Takeaways
•
•
•
•
•
Always emphasize clarity, value and WIIFM
Use prominent CTAs and opt-in forms
Set the tone with a powerful first impression
Find creative ways to drive interaction
Make experimentation a regular habit

44. Thank You!
Connect with me:
@hunterboyle
hunterb@aweber.com
Email me for a free copy of our ebook,
Optimizing Your Email Campaign
Visit our award-winning blog:
www.aweber.com/blog