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Email Psychology & Branding
- 1. Kirsty Trainer Email Marketing Consultant toinfinity @KirstyTrainer Kirsty@toinfinity.co.uk Don’t buy this jacket
- 5. Agenda 1. Emotional Response 2. Inbox Branding 3. Persuasive Principles 4. Improvements
- 6. Language & Tone On-site - What do your recipients expect?
- 7. Language & Tone On-site - What do your recipients expect? • Promotions & sales?
- 8. Language & Tone On-site - What do your recipients expect? • Promotions & sales? • Updates?
- 9. Language & Tone On-site - What do your recipients expect? • Promotions & sales? • Updates? • Newsletter?
- 10. Language & Tone On-site - What do your recipients expect? • Promotions & sales? • Updates? • Newsletter? Consistency
- 11. Language & Tone Email - What do your recipients respond to?
- 12. Language & Tone Email - What do your recipients respond to? • Buying mode?
- 13. Language & Tone Email - What do your recipients respond to? • Buying mode? • Persuasion? Why?
- 14. Language & Tone Email - What do your recipients respond to? • Buying mode? • Persuasion? • Information?
- 15. Language & Tone Email - What do your recipients respond to? • Buying mode? • Persuasion? • Information? 69% of email recipients report email as Spam based solely on the subject line http://www.convinceandconvert.com/
- 16. Colour Email – Should you stay on brand?
- 17. Colour Email – Should you stay on brand? No best colour
- 18. Colour Email – Should you stay on brand? No best colour “The Isolation Effect”
- 19. Colour
- 20. Agenda 1. Emotional Response 2. Inbox Branding 3. Persuasive Principles 4. Improvements
- 21. Inbox Branding • Keyword research
- 22. Inbox Branding • Keyword research • Create a lasting relationship
- 23. Inbox Branding • Keyword research • Create a lasting relationship • Keep language consistent
- 24. Agenda 1. Emotional Response 2. Inbox Branding 3. Persuasive Principles 4. Improvements
- 25. 4 Persuasive Principles 1. Curiosity
- 26. 4 Persuasive Principles 1. Curiosity
- 27. 4 Persuasive Principles 1. Curiosity 60% increase in open rate 40% increase in click through rate 54% increase in revenue
- 28. 4 Persuasive Principles 1. Curiosity 2. Commitment
- 29. 4 Persuasive Principles 1. Curiosity 2. Commitment
- 30. 4 Persuasive Principles 1. Curiosity 2. Commitment
- 31. 4 Persuasive Principles 1. Curiosity 2. Commitment
- 32. 4 Persuasive Principles 1. Curiosity 2. Commitment 3. Social Proof #4
- 33. 4 Persuasive Principles 1. Curiosity 2. Commitment 3. Social Proof 4. Reciprocation
- 34. Agenda 1. Emotional Response 2. Inbox Branding 3. Persuasive Principles 4. Improvements
- 35. Communications - Improvements • ‘Welcome’ email to new customers MarketingSherpa "Email Marketing Benchmark Survey" (2013) www.exacttarget.com
- 36. Communications - Improvements • ‘Welcome’ email to new customers MarketingSherpa "Email Marketing Benchmark Survey" (2013) www.exacttarget.com Social Media Involvement Welcome Offer Information On Brand Services
- 37. Communications - Improvements • ‘Welcome’ email to new customers MarketingSherpa "Email Marketing Benchmark Survey" (2013) www.exacttarget.com Social Media Involvement Welcome Offer Information On Brand Services • Timing • Rendering
- 38. Communications - Improvements • ‘Welcome’ email to new customers • Incorporate their Interests MarketingSherpa "Email Marketing Benchmark Survey" (2013)
- 39. Communications - Improvements • ‘Welcome’ email to new customers • Incorporate their Interests MarketingSherpa "Email Marketing Benchmark Survey" (2013) “Those exposing 55% of their customers to personalisation are seeing on average a 5% incremental revenue increase.” http://www.peerius.com/more-personalisation-generates-more- revenue/#sthash.YUCQKfIw.dpuf
- 40. Communications - Improvements • ‘Welcome’ email to new customers • Incorporate their Interests • Area-based events MarketingSherpa "Email Marketing Benchmark Survey" (2013)
- 41. • Email to a friend • Social Sharing MarketingSherpa "Email Marketing Benchmark Survey" (2013) 58% 49% Communications - Improvements
- 42. Email to a friend 58% Communications - Improvements
- 43. Social Sharing 49% Communications - Improvements
- 44. Social Sharing 49% Communications - Improvements
- 45. Social Sharing 49% Communications - Improvements
- 46. Also consider… • Subscribe links within email creative • Effective Preference Centre 60% 30% Experian "2013 Email Market Study" (2014) Communications - Improvements
- 47. Kirsty Trainer Email Marketing Consultant toinfinity.co.uk @KirstyTrainer Kirsty@toinfinity.co.uk
Notes de l'éditeur
- I’ll be talking about email psychology and the influence of your emails on your brand and marketing efforts.
- I’ll be talking about email psychology and the influence of your emails on your brand and marketing efforts.
- I’ll be talking about email psychology and the influence of your emails on your brand and marketing efforts.
- I’ll be talking about email psychology and the influence of your emails on your brand and marketing efforts.
- Creating engagement through an emotional response Making your recipients inboxes work for you long-term 4 persuasive principles you can use on your marketing efforts Statistically, where we’re going wrong
- Optimise your on-site language. Are they expecting a hard sell? Stay consistent with the theme throughout all email communications Especially abandoned basket.
- Optimise your on-site language. Are they expecting a hard sell? Stay consistent with the theme throughout all email communications Especially abandoned basket.
- Optimise your on-site language. Are they expecting a hard sell? Stay consistent with the theme throughout all email communications Especially abandoned basket.
- Optimise your on-site language. Are they expecting a hard sell? Stay consistent with the theme throughout all email communications Especially abandoned basket.
- Optimise your on-site language. Are they expecting a hard sell? Stay consistent with the theme throughout all email communications Especially abandoned basket.
- Buying mode – Will your database be in Buying Mode when the email is sent? Are they in the position to buy or is it a considered purchase? Persuasion – Considered Purchase. ‘Softer’ Mango Bikes – Respond more to quality that offers.
- Buying mode – Will your database be in Buying Mode when the email is sent? Are they in the position to buy or is it a considered purchase? Persuasion – Considered Purchase. ‘Softer’ Mango Bikes – Respond more to quality that offers.
- Buying mode – Will your database be in Buying Mode when the email is sent? Are they in the position to buy or is it a considered purchase? Persuasion – Considered Purchase. ‘Softer’ Mango Bikes – Respond more to quality that offers.
- Buying mode – Will your database be in Buying Mode when the email is sent? Are they in the position to buy or is it a considered purchase? Persuasion – Considered Purchase. ‘Softer’ Mango Bikes – Respond more to quality that offers.
- Buying mode – Will your database be in Buying Mode when the email is sent? Are they in the position to buy or is it a considered purchase? Persuasion – Considered Purchase. ‘Softer’ Mango Bikes – Respond more to quality that offers.
- Email is a good place to test ideas
- Email is a good place to test ideas, but there’s no best colour.
- Email is a good place to test ideas
- Firstly, I’ll be talking about how to create an emotional response from your database. This is taking into account the ‘journey’ you take your customers on, from the sign up process to purchase, to win-back tachniques. Secondly I’ll be discussing the theory of ‘Inbox Branding’, using subject lines and 1st lines in a slightly different way & more of a branding tool. Thirdly, I’’ll be talking about persuasive principles. You’ve acquired your data – You’ve created a pretty template and welcomes your newcomers. Except email isn’t working as you’d expected. Where do you go from here? Lastly I’ll be discussing where we’re going wrong as email marketing, and some tips for how to improve your communications with you recipients.
- Keywords play as much of a part in email as they do in SEO. Get to know your customers and potential leads. What keywords do people use to get to your website? What are your services? Put them in your subject line or preview text for every campaign sent. This is especially important to increase people’s awareness of your brand. The next time they think of your keyword, they will automatically know where to go. As opposed to a ‘hard sell’ email campaign, Inbox Branding and keywords can help create lasting relationships with your customers, keeping you at the forefront of their mind. Instead of relaying the message that ‘you need this NOW!’ you may imply ‘you might not need this now, but when you do, come to us!’ This maintains interest in your brand and makes you stand out from the hard-sellers. Take note of how people are signing up to your newsletters. Are you asking people to ‘sign up for offers & deals’ or ‘informational newsletters’? You should take this in to account when addressing your subscribers and keep consistent with why they signed up in the first place. A hard sell may put off people who just want information on events – where Inbox Branding may be a much more effective technique.
- Keywords play as much of a part in email as they do in SEO. Get to know your customers and potential leads. What keywords do people use to get to your website? What are your services? Put them in your subject line or preview text for every campaign sent. This is especially important to increase people’s awareness of your brand. The next time they think of your keyword, they will automatically know where to go. As opposed to a ‘hard sell’ email campaign, Inbox Branding and keywords can help create lasting relationships with your customers, keeping you at the forefront of their mind. Instead of relaying the message that ‘you need this NOW!’ you may imply ‘you might not need this now, but when you do, come to us!’ This maintains interest in your brand and makes you stand out from the hard-sellers. Take note of how people are signing up to your newsletters. Are you asking people to ‘sign up for offers & deals’ or ‘informational newsletters’? You should take this in to account when addressing your subscribers and keep consistent with why they signed up in the first place. A hard sell may put off people who just want information on events – where Inbox Branding may be a much more effective technique.
- Keywords play as much of a part in email as they do in SEO. Get to know your customers and potential leads. What keywords do people use to get to your website? What are your services? Put them in your subject line or preview text for every campaign sent. This is especially important to increase people’s awareness of your brand. The next time they think of your keyword, they will automatically know where to go. As opposed to a ‘hard sell’ email campaign, Inbox Branding and keywords can help create lasting relationships with your customers, keeping you at the forefront of their mind. Instead of relaying the message that ‘you need this NOW!’ you may imply ‘you might not need this now, but when you do, come to us!’ This maintains interest in your brand and makes you stand out from the hard-sellers. Take note of how people are signing up to your newsletters. Are you asking people to ‘sign up for offers & deals’ or ‘informational newsletters’? You should take this in to account when addressing your subscribers and keep consistent with why they signed up in the first place. A hard sell may put off people who just want information on events – where Inbox Branding may be a much more effective technique.
- Firstly, I’ll be talking about how to create an emotional response from your database. This is taking into account the ‘journey’ you take your customers on, from the sign up process to purchase, to win-back tachniques. Secondly I’ll be discussing the theory of ‘Inbox Branding’, using subject lines and 1st lines in a slightly different way & more of a branding tool. Thirdly, I’’ll be talking about persuasive principles. You’ve acquired your data – You’ve created a pretty template and welcomes your newcomers. Except email isn’t working as you’d expected. Where do you go from here? Lastly I’ll be discussing where we’re going wrong as email marketing, and some tips for how to improve your communications with you recipients.
- Commitment to your customers and their commitment to you. Get them involved. They look happy, why wouldn’t you want to join in?
- Commitment to your customers and their commitment to you. Get them involved. They look happy, why wouldn’t you want to join in?
- Commitment to your customers and their commitment to you. Get them involved. They look happy, why wouldn’t you want to join in?
- Commitment to your customers and their commitment to you. Get them involved. They look happy, why wouldn’t you want to join in?
- Recommendations from other people. Social sharing. Reviews and feedback. Quality scores.
- Relationship building. Welcome emails, abandoned basket, sales. May we help you with your order? Call us and we’ll help. Online chat.
- Firstly, I’ll be talking about how to create an emotional response from your database. This is taking into account the ‘journey’ you take your customers on, from the sign up process to purchase, to win-back tachniques. Secondly I’ll be discussing the theory of ‘Inbox Branding’, using subject lines and 1st lines in a slightly different way & more of a branding tool. Thirdly, I’’ll be talking about persuasive principles. You’ve acquired your data – You’ve created a pretty template and welcomes your newcomers. Except email isn’t working as you’d expected. Where do you go from here? Lastly I’ll be discussing where we’re going wrong as email marketing, and some tips for how to improve your communications with you recipients.
- WHERE WE’RE FAILING 60% of companies in study did not send "welcome" emails to new subscribers. 75% of those that collected more than email address at sign-up failed to use it to personalize or customize their email messaging. Return Path (2008) Nearly 6% of major online retailers offer a local store update. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007) Social Media Involvement – Competitions, Hashtags Welcome offer – 10% Off, Free Del Info – Store Collection ? – What to expect – Info on stores near you
- WHERE WE’RE FAILING 60% of companies in study did not send "welcome" emails to new subscribers. 75% of those that collected more than email address at sign-up failed to use it to personalize or customize their email messaging. Return Path (2008) Nearly 6% of major online retailers offer a local store update. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007) Social Media Involvement – Competitions, Hashtags Welcome offer – 10% Off, Free Del Info – Store Collection ? – What to expect – Info on stores near you
- 60% of companies in study did not send "welcome" emails to new subscribers. Social Media Involvement – Competitions, Hashtags Welcome offer – 10% Off, Free Del Info – Store Collection ? – What to expect – Info on stores near you
- 75% of those that collected more than email address at sign-up failed to use it to personalize or customize their email messaging. Return Path (2008)
- 75% of those that collected more than email address at sign-up failed to use it to personalize or customize their email messaging. Return Path (2008)
- Nearly 6% of major online retailers offer a local store update. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007)
- Email to a friend – Based on the message, focus on ‘For a Friend’ offers, events etc Social Sharing – Social ‘Hub’
- Email to a friend – Based on the message, focus on ‘For a Friend’ offers, events etc 1.4% Click rate collectively 0.5% on avg Social Sharing – Social ‘Hub’
- Social Sharing – Social ‘Hub’
- Social Sharing – Social ‘Hub’
- Social Sharing – Social ‘Hub’
- Sixty percent of marketers do not give customers the option to select the types of emails they want to receive, and only 30 percent of marketers let their customers decide how often they want to be emailed. – Test your email preference centre – UAT etc.
- I’ll be talking about email psychology and the influence of your emails on your brand and marketing efforts.