1. 5 Missed Opportunities
that can impact your
ROI
Kath Pay / @KathPay

2. Kath Pay
• 12+ years of experience
in email marketing
• Lead Tutor for the Award
in Email Marketing at the
IDM www.theidm.co.uk
• Tutor of Econsultancy’s
Advanced Email
Marketing course
www.econsultancy.com
• Email marketing
consultant & trainer
www.PlanToEngage.com
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3. 5 Missed Opportunities that can impact your ROI
Let’s dive in!
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4. Don’t be too
greedy.
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5. 1. Don’t ask for too much
information
• Think of it as a Value-Exchange
• You can always ask for more later on
• Or you can observe their behaviour
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6. Get their
attention.
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7. 2. State the offer in the subject line
• Be specific
• Use the Pre-Header
• WIIFM?
• Design for the
Preview Pane
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8. Use the pre-header wisely
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9. Think mobile.
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10. 3: Simple Single Column Email
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11. Leads to a Web Landing Page
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12. Or a Mobile Landing Page
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13. Which works!
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14. Optimise for
conversions.
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15. 4. Make the Call To Action crystal-
clear!
• Tell them what you
expect them to do…
• … multiple times!
• Use action verbs
• Beware of images
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16. Which one worked best?
1. Read more
2. Continue to article
3. Click to continue
Source: Mark Van Bogaert
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17. Which one worked best?
1. Read more 100
2. Continue to article 184
3. Click to continue 474
Source: Mark Van Bogaert
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18. Landing Pages – Keep it simple
• Keep forms short
• Re-state benefits
• Tell them what to do
(again)
• Get rid of
distractions
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19. Work Smart.
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20. 5. Use Triggered Emails…
• Low-fares.com
• Increased opens by
3x
• Increased CTR’s by
1.5x
• Needs careful testing
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21. 5: Send Triggered Emails
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22. Let’s recap
1. Don’t ask for too much information upfront
2. Get their attention by using and testing the subject
line and pre-header and designing for the preview
pane.
3. Optimise for your mobile audience
4. Optimise your CTA’s & Landing Pages for conversion
5. Work smart by using triggered campaigns
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23. Bonus tip #1:
Don’t rely on best
practices: test,
test, test!
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24. Bonus tip #2:
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25. Thank you!
Kath@PlanToEngage.com
+44 777 1535 182
www.linkedin.com/in/kathpay
www.Plan2Engage.me
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