Is your email click-through rate lower than you’d like? If so, it means people aren’t clicking through to your website, reading your content or buying your products, which ultimately means you're missing out on precious sales & revenue. To help you out, we’ve compiled the 6 things the best email marketers in the business do to increase their email click-through rate. By attending the webinar, you’ll learn: How to leverage data to optimize your campaigns Design best practices with industry examples Conversion tips for every element of your email marketing

1. How to Design a High-
Converting Email Campaign
SARAH MCCREDIE, CAMPAIGN MONITOR

2. @Kissmetrics
#KissWebinar
@thuelmadsen

3. Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as
a Kissmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Sarah runs Partnerships for Campaign Monitor. Prior to
Campaign Monitor, Sarah was an early employee at
Unbounce spearheading a lot of their marketing efforts.
As a Canadian in SF, when not working, you’ll find her
exploring California.
SARAH MCCREDIE
Director of Partnerships, Campaign Monitor
@sarahailish

4. @campaignmonitor
#KissWebinar
@sarahailish

5. Email and Your Marketing Stack
HOW EMAIL FITS INTO YOUR MARKETING STRATEGY

6. WATCH WEBINAR RECORDING NOW

7. YOUR MARKETING STACK
Email Marketing
Productivity/CollaborationData/Analytics
Content/Social
Optimization/Testing
Lead Gen
Advertising Sales/CRM

8. YOUR MARKETING CHANNELS
Social
SEM
Blog
Referral
SEO + Content
Email
Reviews

9. WHY EMAIL?
Email
3800% ROI
Control Brand + Message
Segmentation + Personalization
Conversions + Stability
Build a Relationship
Acquire New Customers>Retaining
4.3 Billion Email Addresses

10. Email Strategy
Framework

11. EMAIL STRATEGY
Segmentation
Personalization
Design
Structure/Layout
From/Subject/Preheader
Copy
CTA
Mobile Optimized
A/B Test

12. Segmentation
CREATE TARGETED GROUPS WITHIN YOUR LIST TO SEND MORE RELEVANT EMAILS

13. SEGMENTATION STATS
14.37% 64.78% 8.98%
Higher Open Rates Higher Click-through Rate Lower Unsubscribe Rates

14. SEGMENTATION
• Ask specific questions on sign-up
• Birthday, location, role, interests
• Segment based on activity,
purchases, anniversaries, content
type
• Leverage surveys in your
automated emails to gather more
info over time from your
prospects/customers

15. CREATE A PREFERENCE CENTER

16. CREATE A PREFERENCE CENTER

17. UNSUBSCRIBE | PREFERENCE CENTER
Opportunity to learn and win back your subscribers

18. SEGMENT BASED ON READINESS TO BUY

19. DYNAMIC CONTENT

20. Personalization
INCORPORATING PERSONAL INFO OR ACTIVITY INTO YOUR EMAIL CAMPAIGNS

21. PERSONALIZATION
• Personalized subject lines have a
26% higher open rate
• 2.5x higher click-through rate
• 6x more sales
• 1:1

22. EXAMPLES

24. From, Subject Line,
Preheader Text
ARGUABLY THE MOST IMPORTANT ELEMENTS TO OPTIMIZE

25. WHAT TO OPTIMIZE
• From name
• Campaign Monitor
• campaignmonitor.com
• Sarah from Campaign Monitor
• Sarah McCredie
• David
• Leland

26. WHAT TO OPTIMIZE
• Subject Line
• 80 characters on desktop
• 30 characters on mobile
• Question
• How to
• Scarcity
• Curiosity gap
• Pop culture reference
• Emoji’s! 45% increase in open rates

27. WHAT TO OPTIMIZE
• Preheader Text
• ‘Second subject line’
• Don’t reuse subject line copy
• Test across devices (Litmus)
• CTA
• Test humor/emoji’s/symbols

28. WHAT TO OPTIMIZE
• Preheader Text
• ‘Second subject line’
• Don’t reuse subject line copy
• Test across devices (Litmus)
• CTA
• Test humor/emoji’s/symbols

29. Copy
SOUND LIKE A HUMAN

30. COPY
• Align your subject line with body copy
• Focus on your customer’s problem
• Be personal
• Emotive
• Clear and concise
• Use their language
• “You” instead of “me or I”
• Benefits>Features
• Write your copy outside of email builder

31. Structure and Layout
WIREFRAME YOUR CAMPAIGNS

32. EMAIL STRUCTURE
• 8 second attention span
• Focus on value prop
• Wireframe before you build
• Break into easily consumed chunks
• Prioritize goal above the fold
• Repeat CTA throughout

33. Design
HIGH-CONVERTING DESIGN

34. WHAT TO OPTIMIZE
• Consistent design and brand
throughout all parts of your campaign
• ad, email, landing page
• Get creative with video + gifs
• Don’t let design overpower your copy
and CTA
• Consider your copy design

35. VIDEO IN EMAIL
• 36% increase in click-through rates
• Obvious play button
• Fallback image
• Embed your video on a landing page -
don’t send to youtube!

36. VIDEO IN EMAIL
• 36% increase in click-through rates
• Obvious play button
• Fallback image
• Embed your video on a landing page -
don’t send to youtube!

37. Call to Action
THE MAIN GOAL(S) OF YOUR EMAIL CAMPAIGN

38. MAIN ASPECTS OF YOUR CTA
Design
Copy
Placement

39. CTA BEST PRACTICES
• 1 main email CTA
• Should repeat it throughout the email
• Make it look like a button
• Use white space
• Action-oriented
• Get creative with copy

40. Mobile Optimization
ALWAYS ALWAYS ALWAYS CONSIDER MOBILE EXPERIENCE

41. MOBILE STATS
45% 35% 34%
Unsubscribe because a
brand’s email or website
didn’t work well on their
mobile device
Unsubscribe because a
brand’s mobile app didn’t
work well
Mark their emails as spam
because they didn’t display
or work well on their
mobile device

42. DESIGN FOR
• 54% of email now opened on
a mobile device
• Short and sweet
• Make CTA’s easy to click
• Test on different devices

43. HTML vs. Plain Text
THE ULTIMATE DEBATE

44. USE CASES
• B2C verticals where
imagery sells
• ie. retail, travel, entertainment
• Newsletters
• Transactional Emails
• If you have a strong brand
(ie. Coca Cola)
• Can show off products and
brand
• B2B
• Sales-focused
• Conversational
• Make links obvious
• Want to build trust
HTML Plain Text

45. PLAIN TEXT EMAILS VS. HTML
CTA
CTA
CTA

46. A/B Testing
ALWAYS BE TESTING!

47. A/B TEST ALL THE THINGS
Build
Learn Measure
Ideas
Data
Product
The Lean Startup Model

48. LEARN MORE NOW
Discover how Kissmetrics can help you optimize your marketing

49. SARAH MCCREDIE
Director of Partnerships, Campaign Monitor
@sarahailish
sarahm@campaignmonitor.com
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?