Embed Size (px)
DESCRIPTION
Email provides marketers with an effective way to reach customers and prospects alike who have already shown an interest in a company's products or services. Otherwise, email recipients wouldn’t have signed up for and remained subscribers to the list. In fact, email marketing was reported as one of the biggest drivers of traffic for e-commerce companies in the MarketingSherpa Ecommerce Benchmark Study. Yet, when email copy does not resonate with the customer, or asks for too much, too soon, many potential leads leak out of the sales funnel. So how do you convert that interest into clicks? In this clinic, we shared a real-world experiment where changes to email copy produced a 25% increase in clickthrough rate by challenging traditional, lifestyle-based email sends with treatments based on curiosity and product details. It covers: • What changes were implemented in the copy • How to identify the right call-to-action for an email send • How you can apply the principles from this clinic to your own email marketing efforts Educational funding is provided by Monetate.
Citation preview
Email Copy RefinedHow a change in copy approach led to a 37% relative increase in clickthrough rate
We’re sharing on Twitter!#WebClinic
• Target audiences• Implement real-time A/B testing• Open-time personalization
• Drag and drop clickzones• ContentBuilder for dynamic asset creation• Zero IT integration
• Analytics by audience• Point-and-click set up Web tracking events• Track behavior after clickthrough• Promote winning tests
1-877-MONETATEmonetate.com
#WebClinic
Ben FilipSenior Manager,Data SciencesMECLABS
Today’s speakers
Austin McCrawSenior Director, Editorial ContentMECLABS
Lauren PitchfordSenior Optimization ManagerMECLABS
#WebClinic
Experiment: Background
Background: A company selling audio equipment and accessories.
Goal: To increase clickthrough rate.
Research Question: Which email copy approach will generate the highest clickthrough rate?
Test Design: A/B/C variable cluster split test
Experiment ID: TP20173Record Location: MECLABS Research LibraryResearch Partner: (Protected)
#WebClinic
Experiment: Control
#WebClinic
Experiment: Treatment 1
#WebClinic
Experiment: Treatment 2
#WebClinic
Side-by-side comparison
Control Treatment 1 Treatment 2
#WebClinic
Experiment: Results
Relative increase in clickthrough rate37%Treatment 2 resulted in a 37.27% increase in clickthrough rate.
Design CTR Relative Diff.
Control 1.6% --
Treatment 1 2.2% 36.65%
Treatment 2 2.2% 37.27%
#WebClinic
Experiment: ResultsTreatment 1 Treatment 2
Why did these emails outperform the control?
#WebClinic
Today’s focus
Today, we are going to identify three key similarities between these two effective emails and the transferable
principles that you can apply to your own email campaigns.
#WebClinic
Optimizing your email campaigns
Key Observations
1. Both emails clearly and immediately connected the value proposition of the offer (product) to the recipient of the email.
#WebClinic
Treatments
Treatment 1 Treatment 2
#WebClinic
Control
• The control utilizes a headline, however, the headline is not immediately clear. It does not immediately state the value of the offer.
• “All your music, all at your fingertips.” attempts to be clever, but it takes another level of thought to translate that into any meaning.
#WebClinic
Control
• The control utilizes a headline, however the headline is not immediately clear. It does not immediately state the value of the offer.
• “All your music, all at your fingertips.” attempting to be clever but it takes another level of thought to translate that into any meaning.
The value proposition is the substance; email body copy is just the form. It should not be the
form (copy style) that persuades, but rather, the substance (value proposition essence).
Clarity trumps persuasion.
#WebClinic
Optimizing your email campaigns
Key Observations
1. Both emails clearly and immediately connected the value proposition of the offer (product) to the recipient of the email.
2. Both emails organized the copy into easily digestible bulleted lists.
#WebClinic
Treatments
Treatment 1 Treatment 2
#WebClinic
Control
• The control uses full paragraph form to communicate the value of the product.
• This is a simple change, and yet, it can significantly impact the degree of effort required to understand the offer.
#WebClinic
Control
• The control uses full paragraph form to communicate the value of the product.
• This is a simple change, and yet, it can significantly impact the degree of effort required to understand the offer.
Because of its “push” nature, there is already a significant degree of “friction” present when a recipient reads an email. Therefore, we must strive to make our emails as easy to digest as
possible in both length and format.
#WebClinic
Optimizing your email campaigns
Key Observations
1. Both emails clearly and immediately connected the value proposition of the offer (product) to the recipient of the email.
2. Both emails organized the copy into easily digestible bulleted lists.
3. Both emails utilized calls-to-action that are low commitment and focused on simply getting the prospect to the next step in the process.
#WebClinic
Treatments
Treatment 1 Treatment 2
#WebClinic
Control
• Notice the control uses the call-to-action “Shop Now,” which assumes recipients will be ready to shop after reading this email.
#WebClinic
Control
Often, we conflate the objective of an email with the objective of a landing page. The goal
of most emails is simply to get a “click.”
#WebClinic
But this
77%In clickthrough
Not this
Additional research examples
#WebClinic
But thisNot this
104%In clickthrough
Additional research examples
#WebClinic
But thisNot this
136%In subscriptions
Additional research examples
#WebClinic
Email copy checklist
Is your copy attempting to be clever or is it clearly stating the essence of the value proposition?
Do you have clear headlines and sub-headlines?
Is your copy easy to digest? Are you using long paragraphs or short bulleted lists?
Are you trying to get the click or trying to sell the product?
Is there any content in your email that is trying to do too much and/or not contributing to simply getting a click?
Is the wording of your calls-to-action asking for too much?
#WebClinic
Live optimization
Company: Jane Iredale
Primary Audience: Women shopping for makeup
Email Purpose: Festive makeup ideas
http://bit.ly/1nw3MsU
Company: Bellacor
Primary Audience: Home owners
Email Purpose: Promotional email
http://bit.ly/1rgBOJa
Company: BizzTravel
Primary Audience: Young tourists
Email Purpose: Newsletter
http://bit.ly/1rqKGcE
Company: STA Travel
Primary Audience: World travelers ages 18-24
Email Purpose: Newsletter
http://bit.ly/1p7UXZ5
Company: Dvor
Primary Audience: Hunters
Email Purpose: Promotional email
http://bit.ly/1nw5OJs
Company: AutoCheck
Primary Audience: Car shoppers
Email Purpose: Subscription renewal
http://bit.ly/1oYeM6H
Company: Pelo Fitness
Primary Audience: Fit moms
Email Purpose: Newsletter
http://bit.ly/1yqYxDb
Company: VetFriends
Primary Audience: Veterans
Email Purpose: Newsletter
http://bit.ly/1tR1Qoe
