We all know how important conversions are - but how many of us actually focus on converting our customers within our emails? Econsultancy found that for every $92 spent acquiring customers, only $1 is spent on conversion rate optimisation and unfortunately the same can be said for email marketing. In this session, Kath Pay of Plan to Engage shows 5 engaging tactics to implement within your email marketing programme that will help you to successfully drive conversions.

1. 5 Engaging Tactics to
Optimise Conversions for
your Email Marketing
Programme
Kath Pay | @kathpay
eCRM & Email Marketing Consultant

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Your presenter – Kath Pay
• 13+ years of experience
in email marketing
• Email Marketing
Consultant, Trainer &
Speaker
• Lead trainer for Email
Marketing for
Econsultancy & the IDM
in the UK @kathpay

3. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
About Plan to Engage
• eCRM & Email Marketing
Strategy
• Email Design & Coding
• Deliverability Support
• Email Vendor Selection
• Conversion Optimisation
• Workshops & Training
Courses
www.PlanToEngage.com

4. Let’s get started!

5. #1: Cinemagraphs

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Intriguing?

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Remember: Images can be powerful –
make them count
Source: Neuromarketing

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They should always support the
Call-To-Action
Source: Neuromarketing

11. #2: Animated Gifs

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Have a bit of action in your email….

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Simple but effective

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Call To Action?

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Video-Animated Gif

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Video .GIF examples

20. Holland America conducted an
A/B test an animated .GIF video in
email versus a static image
Results? 100% higher clickthrough
rate on the video segment.
Liveclicker

21. #3: Video in email

22. YouTube: 72 hours of video are
uploaded every minute, or more
than one hour of video is
uploaded to YouTube every
second.

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Sticky and appealing….
•Use sensory based content – Video
ticks all the boxes
1. Visual
2. Auditory
3. Kinesthetic

24. 63.9% of 5000 people watched a
video sent by email to completion.
The average email readers will
only spend 8 seconds reading an
email
Marketing Vox

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Higher engagement
www.activepath.com

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Go Viral

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Personalised video
http://www.skeletonproductions.com/email-marketing

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29. 4: Optimise for all devices

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Source: Pew Research

31. Mobile readers are sticky because
of the ‘Killing time’ factor
Source: Norman Nielsen Email Usability Report

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DO consider Context
People check emails on
mobiles:
• In bed
• In the bathroom
• Whilst intoxicated
• To kill time
• Watching TV
• At the Gym

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Source: Google Multi-screen world

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Case Study: Savvy Moms

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iPhone with Media Queries
http://stylecampaign.com/blog/2011/09/media-query-trifecta/

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Savvy Mom results
• 3 x lift in click-to-open rate compared to control
AND
• Comparing mobile vs. desktop views: 12% of those who
opened the redesigned email on a mobile clicked, and 6%
who opened on the desktop clicked

37. 5: Involve storytelling

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Storytelling
• Everyone loves stories
• Turn your messages into stories
• Help them to ‘stick’
• The Protagonist needs to lead the way
• Audience needs to be able to empathize with them
• He helps the audience to be emotionally engaged
with your message

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Get their attention: Write like a
journalist

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..and tell a story….
• Dry subject
• Insurance company
targeting film
companies
• Happy ending 
• Open rate 60%

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Storytelling & serialisation –
Lovely!

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So…..
• Don’t be afraid to test something new
• Images are powerful – they can either
support your objective or divert their
attention away.
• Remember – at the heart of every
subscriber is a human being (yes really!) –
so use emotions and basic marketing
principles to engage them

43. Questions?
Kath Pay
@kathpay
Kath@PlanToEngage.com
www.linked.com/in/kathpay