Conversion Day 2014

1. TAKE
YOUR
EMAIL
MARKETING
TO
THE
NEXT
LEVEL

2. HELLO
Michelle Dassen
Marketing & Communication
@MichelleDassen
@flexmail_be

3. WEBSITE
CONVERSION
’ SEO
’ SEA
’ Social media
’ Landing pages
’ Online ads
’ Print ads
’ Referring sites
’ Blogs
’ Email marketing
’ Forums
’ Youtube
’ Webinars
’ Podcasts
’ …

4. 1.
SET
UP
A
SUCCESSFUL
LEAD
GENERATION
MOTOR
“There are countless ways to build lists, but trust is what
builds relationships.”
– Hunter Boyle

5. WHERE
ARE
YOU
GETTING
YOUR
LEADS?

6. BASIC
SUCCESS
FORMULA

7. 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

8. OFFER
Valuable piece of content that you give away
for free:
’ Free video training
’ E-book
’ Whitepaper
’ Checklists
’ Webinar
’ Free consultation
’ …

9. FOLLOW
UP
Your list is worth nothing
without the relationship
’ Offer immediate value
’ Be consistent

10. TAKE
THE
TIME
TO
SET
IT
ALL
UP

11. FOLLOW
UP:
WELCOME
MESSAGE
’ Insecurity after
subscription
’ Well-chosen titles & texts
’ Functional design

12. FOLLOW
UP:
WELCOME
MESSAGE
’ Many links to the website
’ Give the offer
’ CTA: add to address book

13. FOLLOW
UP:
WELCOME
MESSAGE
’ Quirky text
’ Great offer
’ Reminder
’ Links to the website

14. 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

15. 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)

16. 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

17. 2.
TAKE
YOUR
PERSONALIZATION
&
TARGETING
TO
THE
NEXT
LEVEL
“You have to understand that nothing appeals to
everybody.”
– Rocker Gene Simmons of KISS.

18. ONE-­‐ON-­‐ONE
COMMUNICATION

19. 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!!!!

20. 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

21. PERSONALIZATION
–
WINE
VENDOR
’ Food festival
’ Bought wine
’ Mail with recipe to go with that wine

22. 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…

23. PERSONALIZATION
–
BOL.COM

24. 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

25. PERSONALIZATION
–
THEATER
’ All kinds of performances
’ You are interested in comedy

26. 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

27. 3.
CREATE
EMAIL
MESSAGES
THAT
SPARK
ENGAGEMENT
“Human nature has a tendency to admire complexity but reward
simplicity.”
– Ben Huh, CEO, Cheezburger Network

28. 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!

29. IMAGES

30. 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

31. DEALSDIRECT
+ Great sales email
+ Clear CTA
+ Alt tags on images
- Target iPhone readers
- Smaller footer

32. WARBY
PARKER

33. PLAYSTATION
STORE
>
TRANSFORMERS

34. 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

35. TEXTS

36. SCOTTEVEST
+ Every day a sale
+ Technical aspects
+ No link leak
- No real CTA
- Daunting text
- Very large image

37. TIPS
FOR
TEXTS
’ Interesting content
’ Keep it short and simple
’ Kill your darlings
’ Leave out the parts that people skip
’ Be relevant

38. WRITE
WITH
PASSION
1. Short and powerful
2. Create structure
3. Keep it simple
4. Be positive
5. Write “outwards”
6. Use power words

39. CTA

40. WEST
ELM
+ Clear style
+ Great content
+ Functional vs emotional
links
- CTA don’t stand out
- Very light font color

41. LITMUS
+ Clear sections
+ Great CTA
+ Big fonts
- No links on titles

42. TIPS
FOR
CALL
TO
ACTIONS
Tastes differ!

43. 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

44. 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

45. 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

46. THE
MOBILE
READER

47. THE
MOBILE
READER

48. THE
MOBILE
EXPERIENCE

49. ’ 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

50. 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?

51. ’ 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

52. SENDING
INFORMATION

53. SCALED
DESIGN

54. RESPONSIVE
DESIGN

55. 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

56. FRIETKOTACTIE.BE

57. IN
VOOR
ZORG!
Before mobile
implementation After mobile implementation

58. WHAT
YOU
SHOULD
DO

59. THANK
YOU
“Average conversion rates are meaningless. Switzerland on average
is flat.”
– Chris Goward

60. GOT
A
QUESTION?
Michelle Dassen
Marketing & Communication
@MichelleDassen
@flexmail_be
michelle@flexmail.be