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SalesEmailsWhat’sworking(andwhatisn’t)
AndrewStead
UKDirectorofDigitalandCommunica?ons
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Thecrea?vechallenge
"Thetruthisn'tthetruthun-lpeoplebelieveyou,
andtheycan'tbelieveyouiftheydon'tknowwhatyou'resaying,
andtheycan'tknowwhatyou'resayingiftheydon'tlistentoyou,
andtheywon'tlistentoyouifyou'renotinteres-ng,
andyouwon'tbeinteres-ngunlessyousaythingsimagina-vely,originally,freshly.”(BillBernbach,DDB)
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GeFngopened–the‘A’inAIDA
What’sthemostopenedemailsubjectheaderofall?me?Here’saguess…
‘ILOVEYOU’(Approximately50mopensworldwide,or10%ofinternetconnectedcomputers)
Breakoutincaseofemergency:
‘Oops!’(tripledsalesonWorldMalbecDay)
Blanksubject
Buttestsubjectsby$-per-send(notopenrates,ofcourse!)
Andremailwithnewsubjectstounopens(butwatchthoseunsubs!)
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“Themoreyoutell,themoreyousell”
Don’tbelievethekidsintheirfancysneakers…copyisnotdead.Meettherunawaysuccess…that?cksnoboxes!
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Butwe’renoangels
Our‘seriescampaigns’arenowathirdofourannualemailrevenue…andverymuchaboutsavingsandlowprices.Andjumpingonanewstoryneverhurts…Proseccoshortages,Brexit...Butwhat’sconsistentisthatcomplicatedoffersDONOTWORKonemail.
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Keepingitreal
Genuineenthusiasmshinesthrough:•
“Father,ImustconfessthatIhadsexwithtwo
beau-fulNorwegianbackpackers”.•
“Youdon’tneedtotellme?It’snotreallyasin
beforeGod.”•
“OhIknowthat,father,I’mjusttellingeveryone.”EXERCISE:Writeitagain,buttoagoodfriend.“Iwouldn’tnormallyemailonaSaturday,but…”Acknowledgewhereyouareintherela?onship.
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Everynowandthen…wegetitwrong...
•
Londontrophywinnerfor‘BestRedUnder£15’atjust£7.99andwasselectedforthepresstas?ng…yetwas50%downagainstforecast!
• Veryunusuallywestrayedintored-trouserterritory.–
“SowhatdoesF’Oztastelike?InTheObserver,Tim
AtkinMWsaid“DãoredsarelikeacrossbetweenaRhôneandaredBurgundy”soyoucanexpectsojredfruit,lithetanninsandagentlelickofspice.”
– “ThetypicityofDãoatadazzlingprice.”(Decanter)
• Madeourcustomersfeelsecondrate–
“Theonlydownsideisthatthereareonly400cases
availableinthecountry…ourU.S.officetookthelion’sshare.”
• Andteeteredontheedgeofnotmakingsense–
“Trophy-winninginside?p–drinkoutsidethebox!”
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Upcloseandpersonal
Youcantargetwith:• Previouspurchase• Ra?ngsandreviews•
Behaviouraltriggers• Lifecycle(‘DearMrUnengaged’)•
TimeofdayanddayoftheweekRelevancedoesmorethanjustincreaseresponse
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Wheretoposi?onthe‘I’inAIDA?
• Alongemailwithashortlandingpage?
• Orashortemailwithloadsofdetailsonthewebsite?
• Ourtestssayitdoesn’tmaoer
…whatmaoersisstayingfreshandnotbeingtoorepe??veinyourtemplates.
vs.
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Eitherway,thechutemustbegreased
• Responsivedesign• Testedonallbrowsers•
Mobileiscri?calforemail–
ourconversionisup68%YoY• Testend-to-endfor
non-technicalglitchestoo…
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Addingstraighttobasketdroppedresponse
ShoppingBasket
ProductPage
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Respectthecustomer–beappropriate
FixedDate
CountdownTimer(ForwhichembarrassinglyIcan’tfindthecrea-ve)…wasdown19%
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Offeringreducedfrequencyop?ons
Therearenohardandfastrulesabouthowmanyemailsaretoomany…relevanceandvarietywinyoupermissiontoraiseyourfrequency.Forseriescampaignsweallowcustomerstooptoutforaweek.Apreferencecentretosoothpoten?alunsubscribersisplannedfor2017andwillhaveapplica?onforsignupstoo.Lotsoftes?ngbeckons.
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Don’tforgettheboringemails
Everyserviceemailisasalesopportunity,andyouropenrateswilllikelybehigherthansalesemails:•
Orderconfirma?on•
Deliveryconfirma?onSignthemupforofferemails,sellthemsomethingcomplementary,remindthemofyourappetc.
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Thebigthemesfor2017
Automa?on• Behaviouralandlifecycletriggers
Personalisa?on
DeliverabilityIncreasethemarketablebase• Prospects• Recruits•
Exis?ngcustomers
