Daniel Burstein, Director of Editorial Content and Jon Powell, Senior Manager of Research and Strategy, will walk through three common errors our research has identified as damaging to conversion. He will help you determine if you are making these errors, and how you can overcome them.
During the webinar, Daniel will share a case study from our labs, showing how we fine-tuned an email offer. Making relatively small and easy changes, our research analysts overcame these common mistakes, and drove a three-digit increase in clickthroughs as a result.
***PLUS Live Optimization***
2. Email Messaging:
How overcoming 3 common errors increased clickthrough 104%
Daniel Burstein Jon Powell
Director of Editorial Content Sr. Manager, Research & Strategy
MECLABS MECLABS
Sponsored by:
3. Introductions
• Daniel Burstein, Director of Editorial Content
MECLABS/MarketingSherpa
@DanielBurstein
• Jon Powell, Senior Manager of Research and Strategy
MECLABS/MarketingSherpa
@JonPowell31
#sherpawebinar
5. MarketingSherpa is a research and publishing
organization serving the marketing community
• MarketingSherpa’s annual
research cycle provides
knowledge for continuous
marketing improvement
#sherpawebinar
6. Research Background
• We surveyed over 3,000 marketers focused
on lead generation to uncover:
• Top challenges
• Best marketing tactics
• Lead scoring, nurturing and management
• Content strategies
• Marketing automation
• Marketing analysis
• Marketing operations and metrics
• Result of this research – MarketingSherpa’s FUEL methodology to power
marketing effectiveness from lead generation to sales conversion
#sherpawebinar
7. POLL: Which email element do you test most
often?
• Subject line (e.g. phrasing, length)
• Message (e.g. headline, body, closing)
• Layout and images
• Call-to-action
• Days of the week sent
#sherpawebinar
10. Background and Test Design
Experiment ID: Email Messaging Test
Location: MarketingExperiments Research Library
Research Notes:
Background: Largest physician-only social network which offers its knowledge
base to pharmaceutical companies.
Goal: To increase email clickthrough from rented list to landing page.
Primary research question: Which email will generate the highest
clickthrough rate?
Approach: Multifactor sequential (year-to-year) test.
#sherpawebinar
11. Experiment: Email control
Control Subject Line: Engage
physicians through social media
Company
Value is buried in second
paragraph and at top above the
eye-path.
Offer in email is for a 30-
minute demo.
Call-to-action requires a
relatively high commitment.
#sherpawebinar
12. Experiment: Email treatment
Treatment Subject Line: Reach 120,000 physicians through social media
Company Name Number
Value is clearly
communicated in headline Name
and first paragraph.
Name
Less commitment required Name
in offer and call-to-action.
Name
Name
#sherpawebinar
13. Experiment: Side-by-side
Control Treatment
Company Company Name Number
Nam
e
Name
Name
#sherpawebinar
14. Experiment: Results
104% increase in conversion
The treatment generated a 104% higher clickthrough rate.
Versions Clickthrough Rate Relative difference
Control 1.55% -
Treatment 3.16% 104%
What you need to understand: By changing the messagingablethegenerate a
reflect the Research Partner’s value proposition, we were
of
to
email to
104% lift in clickthrough rate.
#sherpawebinar
15. 3 common errors in email messaging
Today, we will walk through THREE of the most common
errors in email messaging, and apply these key insights live
to audience-submitted campaigns.
#sherpawebinar
17. ERROR #1: Macro Distortion
The Model is Broken
$
#sherpawebinar
18. ERROR #1: Macro Distortion
The Micro-Decision Funnel
DVP
CVP
g = 9.81 m/s2
DVP
DVP
#sherpawebinar
19. ERROR #1: Macro Distortion
The Macro Conversion
Compa
ny
Name
Num
ber
Company Name
Number
N
a
m
e
N
a
m
e
N
a
m
e
N
a
m
e
N
a
m
e
N
a
m
e
Nam
e
Email Landing Page
(CTR) (CVR)
#sherpawebinar
20. ERROR #1: Macro Distortion
The Micro Conversions
Compa
ny
Name
Num
ber
Company Name
Number
N
a
m
e
N
a
m
e
N
a
m
e
N
a
m
e
N
a
m
e
N
a
m
e
Nam
e
Subject Line Headline
Headline Sub-headline
First Paragraph First Paragraph
Body Body
Call-to-action Call-to-action
Email Landing Page
#sherpawebinar
21. ERROR #1: Macro Distortion
The Micro Conversions
Email
Subject Line Company Name Number
Name
Treatment Subject Line: Reach Name
120,000 Physicians through Name
Social Media
Name
Name
#sherpawebinar
22. ERROR #1: Macro Distortion
The Micro Conversions
Email
Subject Line Company Name Number
Name
Headline
Name
Name
Name
Name
#sherpawebinar
23. ERROR #1: Macro Distortion
The Micro Conversions
Email
Subject Line Company Name Number
Name
Headline
Name
Name
First Two
Inches
Name
Name
#sherpawebinar
24. ERROR #1: Macro Distortion
The Micro Conversions
Email
Subject Line Company Name Number
Name
Headline
Name
Name
First Two
Inches
Body
Name
Name
#sherpawebinar
25. ERROR #1: Macro Distortion
The Micro Conversions
Landing Page
Company
Name Number
Headline
Name
Name
#sherpawebinar
26. ERROR #1: Macro Distortion
The Micro Conversions
Landing Page
Company
Name Number
Headline
Name
First Two
Inches
Name
#sherpawebinar
27. ERROR #1: Macro Distortion
The Micro Conversions
Landing Page
Company
Name Number
Headline
Name
First Two
Inches
Name
Body
#sherpawebinar
28. ERROR #1: Macro Distortion
The Micro Conversions
Landing Page
Company
Name Number
Headline
Name
First Two
Inches
Name
Body
CTA
#sherpawebinar
29. ERROR #1: Macro Distortion
The Micro Conversions
Email LP
Subject Line Headline
Headline Sub-headline
First First
Paragraph Paragraph
Body Body
CTA CTA
#sherpawebinar
31. ERROR #2: Conflated Objectives
Conflated Objectives
Email
Subject Line LP
Headline
Headline
Note: At each stage in
First Two
the email journey, you
Inches
should only sell the next First Two
micro-conversion. Inches
Body
Body
CTA
CTA
#sherpawebinar
32. ERROR #2: Conflated Objectives
Conflated Objectives: Example
Not This But This
Email Email
Subject Line Landing Page Subject Line Landing Page
Headline Headline
Headline Headline
First Two First Two Inches
Inches
First Two First Two Inches
Inches
Body Body
Body
Body
CTA
CTA
CTA
CTA
#sherpawebinar
33. ERROR #2: Conflated Objectives
Conflated Objectives: Example
Not This
Instances of Conflation: Company
• IOC #1: Sells the 30-
minute demo in first
paragraph.
• IOC #2: Starts selling
“online tools” before
explaining benefits.
• IOC #3: Asks reader to
get started when they
may not be ready to
start.
#sherpawebinar
34. ERROR #2: Conflated Objectives
Conflated Objectives: Example
But This
Company Name Number
Name
• Each section of the
page guides the reader Name
through a logical series Name
of micro-conversions.
Name
Name
#sherpawebinar
35. ERROR #2: Conflated Objectives
Conflated Objectives: Example
Not This
• Little to no value in
headline and first two
inches.
• At least two competing
calls-to-action.
#sherpawebinar
36. ERROR #2: Conflated Objectives
Conflated Objectives: Example
But This
Re: The Research Results You Requested
Dear MarketingExperiments Subscriber,
As the Director of MECLABS Group, I felt it was important to personally
inform you regarding one of the most significant breakthroughs in the
history of our paid search experimentation.
• Each section of the In this study, we were able to reduce cost by 35% and yet increase
page guides the reader conversion by 300%. You can find out more by clicking here.
through a logical series Perhaps this breakthrough will help you improve your paid search ROI.
of micro-conversions.
Dr. Flint McGlaughlin
Director
MECLABS Group
P.S. This link will only be active for 24 hours; we are trying to get this
information to our subscribers before it reaches the media.
#sherpawebinar
37. ERROR #2: Conflated Objectives
Your Email Might Be Conflated If…
Your email says exactly what’s on the landing page.
Your email takes more than 30 seconds to read from beginning
to end.
Your email looks and feels just like a webpage.
Your email looks and feels like a magazine.
Your email has more than one central call-to-action.
#sherpawebinar
39. ERROR #3: Assumed Value
The Value Exchange Fulcrum
Note: At each micro-
conversion in the email
journey, there is a value Perceived Cost
Perceived Value
exchange.
For each micro-
conversion, we must
calculate and deliver the
needed perceived value
for the prospect to move
to the next micro-
conversion.
#sherpawebinar
40. ERROR #3: Assumed Value
Derivative Value Propositions
The Value Proposition Spectrum
PROCESS-LEVEL
Question: Why should your ideal prospect buy
PRODUCT-LEVEL from you rather than any of your competitors?
PRODUCT
PRODUCT
#1 #1
Question: Why should [PROSPECT A] buy from
PRODUCT PRODUCT
#2 #2 you rather than any of your competitors?
PROSPECT-LEVEL
Question: Why should [PROSPECT A] buy this
PRODUCT
PRODUCT
#3 product rather than any other product?
#3
Central
Value
Proposition Question: Why should [PROSPECT A] click
PRODUCT
PRODUCT this PPC ad rather than any other PPC ad?
#4
#4
Prospect B
PRODUCT
PRODUCT #4
#1
1
PRODUCT PRODUCT
#2 #3
2
3 Conversion steps
associated with a
specific product.
#sherpawebinar
41. ERROR #3: Assumed Value
Assumed Value: Example
Not This
Company
• Where’s the value?
#sherpawebinar
42. ERROR #3: Assumed Value
Assumed Value: Example
But This
Company Name Number
Name
• Each micro-conversion
Name
step provides just
Name
enough value to move
the prospect to the
next one.
Name
Name
#sherpawebinar
46. Live Optimization
US Dish
Primary Objective: Call in and sign up for
DISH service
Target Audience: Homepage opt-ins
Value Proposition Submitted: $50 gift card
#sherpawebinar
49. Live Optimization
nextdocs
Primary Objective: Drive webinar
registration for new product
Target Audience: Clinical operations & IT
executives
Value Proposition Submitted: Reduce time
and cost of clinical trial management
#sherpawebinar
52. Live Optimization
Direct365
Primary Objective: Lead Generation and
Cross-Selling
Target Audience: Current Direct365
customers from any service
Value Proposition Submitted: 2 weeks free
servicing when a contract is taken out
#sherpawebinar
55. Live Optimization
Cuddletunes
Primary Objective: Inform subscribers
about Easter sale
Target Audience: Families
Value Proposition Submitted: Price,
customization and providing comfort
#sherpawebinar
58. Live Optimization
Atis Primary Objective: To get people to
register and attend this webinar on rural
call completion issues
Target Audience: Telecom Engineers,
Service Providers, Government Official
Value Proposition Submitted: To listen to
the experts involved with creating the
handbook discuss their findings of best
practices for dealing with rural call
completion issues
#sherpawebinar
61. Live Optimization
A Place for
Mom
Primary Objective: Re-engagement,
lead-gen, generating website traffic and
ad revenue
Target Audience: People (mostly women)
caring for an elderly loved one
Value Proposition Submitted: Quality
information and chance to get our free
assistance
#sherpawebinar
64. Live Optimization
National Instruments
Primary Objective: Software Service
Contract Notification
Target Audience: Software customer with
active service contract
Value Proposition Submitted: Inform
customers of software download option
and new training benefit
#sherpawebinar
67. Live Optimization
Reliance Staffing
Primary Objective: For recipients who
are hiring to call/email about the
featured job candidates
Target Audience: Hiring managers or small
business owners
Value Proposition Submitted: Saving
time/money/energy by introducing
recipients to our best candidates
#sherpawebinar
73. Thank You
• Daniel Burstein, Director of Editorial Content
MECLABS/MarketingSherpa
@DanielBurstein
• Jon Powell, Senior Manager of Research and Strategy
MECLABS/MarketingSherpa
@JonPowell31
#sherpawebinar
Editor's Notes
Everyone should have a copy of the handbook – worksheets Certification at the end of the day – Q & A at the end of each section– EvaluationsInteractive session
Lead author - My expectation is that you will all leave here today with a revolutionized B2B Marketing plan that will generate highly qualified leads for your organizations, accelerate sales pipeline performance, and maximize Marketing’s impact on revenues. Kaci can share her expectations
ControlSubject Line: Engage physicians through social media
Treatment Subject Line: Reach 120,000 physicians through social media
Treatment Subject Line: Reach 120,000 physicians through social media
Daniel -About Lyris (for ending promo slide):Lyris provides innovative digital marketing solutions to top brands around the world. They’re solutions empower marketers to design, automate, and optimize data-driven campaigns. Their newest product, Lyris ONE, is the first cloud-based digital marketing solution to natively integrate deep behavioral analytics with the real-time processing of data, helping you to optimize targeting, messaging, and campaign performance. Lyris ONE’s powerful marketing analytics, combined with best practices-based campaign design tools and automation capabilities, enable marketers to maximize the relevancy and impact of every single customer interaction – and deliver unprecedented value to the channel of ONE. For more information, please visit www.lyrisone.com.
Submitted by: ClaytonPrimary Objective: Call in and sign up for DISH service Target Audience: Homepage opt-ins Value Proposition: $50 gift card Additional Comments:No additional comments provided
Submitted by: ClaytonPrimary Objective: Call in and sign up for DISH service Target Audience: Homepage opt-ins Value Proposition: $50 gift card Email URL: http://bit.ly/Oo2tlmAdditional Comments:No additional comments provided
Submitted by: Kristen Additional Comments:No additional comments provided
Submitted by: KristenPrimary Objective: Drive webinar registration for new productTarget Audience: Clinical operations & IT executives Value Proposition Submitted: Reduce time and cost of clinical trial management Additional Comments:No additional comments provided
Submitted by: KristenPrimary Objective: Drive webinar registration for new productTarget Audience: Clinical operations & IT executives Value Proposition Submitted: Reduce time and cost of clinical trial management Email URL: http://bit.ly/SkjNXRAdditional Comments:No additional comments provided
Submitted by: Julia Additional Comments:No additional comments provided
Submitted by: JuliaPrimary Objective: Lead Generation and Cross-SellingTarget Audience: Current Direct365 customers from any service Value Proposition Submitted: 2 weeks free servicing when a contract is taken outEmail URL: http://bit.ly/OViQFZAdditional Comments:No additional comments provided
Submitted by: JuliaPrimary Objective: Lead Generation and Cross-SellingTarget Audience: Current Direct365 customers from any service Value Proposition Submitted: 2 weeks free servicing when a contract is taken outEmail URL: http://bit.ly/OViQFZAdditional Comments:No additional comments provided
Submitted by: ElisePrimary Objective: To get people to register and attend this webinar on rural call completion issuesTarget Audience: Telecom Engineers, Service Providers, Government Officials Value Proposition Submitted: To listen to the experts involved with creating the handbook discuss their findings of best practices for dealing with rural call completion issuesEmail URL: http://bit.ly/PoFhPXAdditional Comments:No additional comments provided
Submitted by: ElisePrimary Objective: To get people to register and attend this webinar on rural call completion issuesTarget Audience: Telecom Engineers, Service Providers, Government Officials Value Proposition Submitted: To listen to the experts involved with creating the handbook discuss their findings of best practices for dealing with rural call completion issuesEmail URL: http://bit.ly/PoFhPXAdditional Comments:No additional comments provided
Submitted by: JeffreyPrimary Objective: Re-engagement, lead-gen, generating website traffic and ad revenueTarget Audience: People (mostly women) caring for an elderly loved oneValue Proposition Submitted: Quality information and chance to get our free assistanceEmail URL: http://bit.ly/UWzvsRAdditional Comments:No additional comments provided
Submitted by: JeffreyPrimary Objective: re-engagement, lead-gen, generating website traffic and ad revenueTarget Audience: People (mostly women) caring for an elderly loved oneValue Proposition Submitted: Quality information and chance to get our free assistanceEmail URL: http://bit.ly/UWzvsRAdditional Comments:No additional comments provided
Submitted by: JuliePrimary Objective: Software Service Contract NotificationTarget Audience: Software customer with active service contractValue Proposition Submitted: Inform customers of software download option and new training benefit Email URL: http://bit.ly/SmdWB3Additional Comments:No additional comments provided
Submitted by: JuliePrimary Objective: Software Service Contract NotificationTarget Audience: Software customer with active service contractValue Proposition Submitted: Inform customers of software download option and new training benefit Email URL: http://bit.ly/SmdWB3Additional Comments:No additional comments provided
Submitted by: CatherinePrimary Objective: For recipients who are hiring to call/email about the featured job candidatesTarget Audience: Hiring managers or small business ownersValue Proposition Submitted: Saving time/money/energy by introducing recipients to our best candidatesEmail URL: http://conta.cc/S8srojAdditional Comments:No additional comments provided
Submitted by: CatherinePrimary Objective: For recipients who are hiring to call/email about the featured job candidatesTarget Audience: Hiring managers or small business ownersValue Proposition Submitted: Saving time/money/energy by introducing recipients to our best candidatesEmail URL: http://conta.cc/S8srojAdditional Comments:No additional comments provided
Submitted by: Joseph Additional Comments:No additional comments provided
Lead author - My expectation is that you will all leave here today with a revolutionized B2B Marketing plan that will generate highly qualified leads for your organizations, accelerate sales pipeline performance, and maximize Marketing’s impact on revenues. Kaci can share her expectations