Upload
invoca
View
108
Download
0
Embed Size (px)
Citation preview
Confidential and proprietary – Invoca, Inc.
Ask the Experts:
Top Tips to Drive More Conversions from EmailOctober 11th, 2016
Today’s Panelists
Chad WhiteResearch Director at Litmus@chadswhite
Dave DukeVP, Customer Success at Sigstr@djdukeiu
Paul RudwallDirector, Product Marketing at Invoca@prudwall
Ask the Experts:
Top Tips to Drive More Conversions from
October 11, 2016
Email has long been digital marketing’s workhorse – with the highest ROI of any marketing channel.
Source: Oracle Marketing Cloud and Econsultancy – Cross-Channel Marketing Report 2015; DMA – National Client Email Report 2015; Econsultancy Email Marketing Industry Census 2016
38xReturn onInvestment
23%of Online Sales(Average)
The rise of mobile has changed the face of email more rapidly than any other digital channel.
Sources: Econsultancy Email Marketing Industry Census 2016; Litmus; Movable Ink
2011 2016
8%
54%
Emails Opened on Mobile
62%Utilize Responsive Email Design
44%Have Changed CTA Strategy for Mobile
675% Increase
Many marketers have struggled to drive the same conversions on mobile they see on desktop.
*Source: Moveable Ink, 2015
Smartphone Tablet Desktop0
10
20
30
40
50
6052
16
32 % of email opens% of email con-versions
Bucking the TrendTop Tips for Driving Mobile
Conversions
Ask an Expert – Chad White, Litmus
Chad White@chadswhite• Research Director at Litmus• Author of Email Marketing
Rules• Written over 3,000 posts
and articles on email marketing
• Quoted in over 100 publications, including The New York Times, The Wall Street Journal, and USA Today
Over the next 10 minutes, we’ll discuss how to…1. Use mobile-friendly design
effectively and efficiently2. Create conversion-driving
subject lines and preview text
@chadswhite @litmusapp #emailtips
Mobile-Friendly Email Design
@chadswhite @litmusapp #emailtips
Subscribers won’t convert if your emails don’t render and function
properly on their device — which is increasingly a
mobile device.
@chadswhite @litmusapp #emailtips
@chadswhite @litmusapp #emailtips
@chadswhite @litmusapp #emailtips
@chadswhite @litmusapp #emailtips
@chadswhite @litmusapp #emailtips
@chadswhite @litmusapp #emailtips
@chadswhite @litmusapp #emailtips
While responsive design is growing, marketers are
prioritizing email production efficiency
when settling on a design approach.
@chadswhite @litmusapp #emailtips
Conversion-Driving Subject Lines & Preview
Text
Too many marketers optimize subject lines to maximize opens. That’s a
losing strategy.
@chadswhite @litmusapp #emailtips
Optimize subject lines to drive low-funnel activity
—like conversions.
@chadswhite @litmusapp #emailtips
Subject lines don’t generate opens; they generate openers. You
want openers who are likely
to click and convert.@chadswhite @litmusapp #emailtips
A good subject lines is like good segmentation.
It maximizes conversions and it
minimizes “opener’s remorse.”
@chadswhite @litmusapp #emailtips
@chadswhite @litmusapp #emailtips
@chadswhite @litmusapp #emailtips
And don’t forget about the sometimes element
of email envelope content, preview text, which is like a second
subject line.@chadswhite @litmusapp #emailtips
@chadswhite @litmusapp #emailtips
Avoid creating intriguing envelope content that attracts the curious.
Like these…@chadswhite @litmusapp #emailtips
@chadswhite @litmusapp #emailtips
Instead, focus on detailed envelope
content that attracts the interested.
Like these…@chadswhite @litmusapp #emailtips
@chadswhite @litmusapp #emailtips
If you focus on creating functional email experiences on mobile devices and respectful envelope content
that targets the right openers, your conversions will improve.
@chadswhite @litmusapp #emailtips
Ask an Expert – Dave Duke, Sigstr
Dave Duke
• 10 Years at ExactTarget/Salesforce • Customer Facing Roles from SMB to
Enterprise • Currently VP of Customer Success at Sigstr
Deliverability
1. Understand Deliverability Basics 2. Building and Maintaining Reputation 3. Quality Subscriber Data 4. Generating Engagement
1. Send Welcome Emails2. Begin a Reactivation Campaign3. Clean Up Your Email List4. Minimize Spam Complaints5. Ramp Up Email Volume Cautiously6. Use Personalization and Relevant Content7. Monitor Your Results
Deliverability Basics
Setting & Delivering On
Expectations
=Strong Reputation
Subscriber Data
QUALITY > QUANTITY
1. Use Data for Content Inspiration
2. Less is More3. Focus on the Reader4. Write with a Single Goal5. Be Valuable
Generating Engagement through Content
Deliverability Experts
The Importance of Value
• Be Valuable In A Crowded Inbox
• Be Contextual
• Personalization Produces Results
Data Collection
Social Sign-Ups
Incentive With Personalization
Ask an Expert – Paul Rudwall, Invoca
Is it really that surprising that conversions lag?
vs.
This is a computer
This is a phone
Billions 91%of mobile userscheck their email atleast once daily ontheir smartphone.
SOURCE: eMarketer, BIA Kelsey
Mobile Calls to BusinessesMobile Marketing Spend
What you may not realize is the rise of mobile is driving billions more calls to businesses each year.
The good news is a phone call is your single most valuable customer interaction.
SOURCE: 2015 Invoca Call Intelligence Index, 2014 BIA Kelsey
Calls are the most valued form of lead especially in high value, high spend verticals like professional services, insurance, and travel.
Higher Converting Higher Average Order
Customer:Campaign:
ROI:Next Step:
CALLSEARCH
SOCIAL
WEBSITE
DISPLAY UnknownUnknownUnknownUnknown
But, today’s marketing technologies are left out of the conversation.
This inbound call blind spot drives one of two responses.
Ignore Calls Altogether Huge Effort & Poor Data
Hide or Remove Option to Call
Phone 3Campaign
3
New Campaign & Number for Each Email Variation
Phone 1Campaign
1
Phone 2Campaign
2
Phone 4Campaign
4
Phone 5Campaign
5
Phone 6Campaign
6
• Track which campaign and offer drove the call.
• Tie calls to existing customer records.
• Track call outcomes for offline revenue attribution.
Calls + EmailTip 1: Credit for conversions you’re already driving.
Calls + EmailTip 2: Personalize emails with offline data.
• Opened welcome email and called.
• Mentioned beach vacations.
• Didn’t convert.
= Follow Up Email with Beach Creative.
Calls + EmailTip 3: Use call and email data cross every channel.
• Caller City: Minneapolis • Email Opened: Yes• Called: Yes• Purchased: No• Said: Football Channels
= Retargeting Content: Minnesota Vikings = Retargeting Channels: Display + Social
Invoca for EmailThe only call intelligence platform for email marketers.
Change to Product Screenshot?
AttributionKnow what drove every call.
ProfilesEnrich your view of the customer.
JourneysBridge the online-offline divide.
Integrating call intelligence into email with Invoca creates a new opportunity to dramatically improve ROI while delivering a better experience for our customers.“ “
The marketers who have solved this problem have seen tremendous results.
PAIDSEARCH
ORGANICSEARCH
Ad
WEBDIRECT
General AdWords Email Other0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
Brand A
Brand B
Calls by Source
38%
38%
Questions?