Improving Online Conversions For Dummies, Google Advertisers ...
The Anatomy of an Email & Improving Conversions
49
Flickr: digallagher Anatomy of an Email and Improving Conversion
-
Upload
blue-sky-factory -
Category
Business
-
view
559 -
download
1
Transcript of The Anatomy of an Email & Improving Conversions
Flickr:
digallagher
Anatomy of an Email and Improving Conversion
6 Parts of the Human Body
1. Head (Hair)
2. Face (Eyes, Nose, Mouth)
3. Neck & Upper Body
4. Abdomen (Guts)
5. Legs
6. Feet & Toes
6 Parts of an Email
1. Preheader
2. From Name/Subject Line
3. Header, Navigation, Hook
4. Main Call-to-Action
5. “Other Stuff”
6. Footer
Anatomy of an Email
Flickr: patrlynch
6 Parts of an Email (things to test)
1. Unsubscribe button/link
2. Share With Your Network
3. Day of Week
4. Time of Day
5. Frequency
6. Copy / Imagery
7. Rendering
8. Conversion Optimizers
Other things to test
1. Preheader
2. From Name/Subject Line
3. Header, Navigation, Hook
4. Main Call-to-Action
5. “Other Stuff”
6. Footer
Improve Conversions(Testing)
1. David Axelrod: Who is David? (also too long)
2. concierge: Am I at a hotel?
3. register.welcome: Lazy. Lazy. Lazy.
4. data: Oops (see #3)
5. tim.westergen: I don’t know who that is. Do you?
Bad From Names
Perfect. Why? Simple. Company
name.
Good From Names
1. Don’t miss this: Spammy!
2. A Message from…: I still don’t know who Tim Westergren is.
3. Your upcoming…: Use the data you have.
4. Your receipt…: See #1 and #3.
5. TwitBacks Newsletter: Boooooring.
6. EasyUpdate…: I have no idea what that is? Brand?
7. djwaldow…: Be careful with first name personalization.
Bad Subject Lines
1. WEEKEND CLOSEOUTS…: It works. Trust me (they test)
2. 9 hours only!...: Sense of urgency.
3. Save up to 87%: Random number is catchy.
4. Miles or discount…: Intriguing. I have a choice?
5. 3 Minutes, 52 Seconds: Interest piqued (think: video)
6. REI Subscriber Exclusive…: Exclusivity.
Good Subject Lines
Subject Line Testing
A|B Split Subject Line Testing
2 creatives x 2 subject lines = 4 tests
Taguchi Multivariate Testing
More details on Taguchi Multivariate testing, visit the Blue Sky Factory Blog
More details on choosing subject line, visit the Blue Sky Factory Blog
Preheade
r
Too much preheader
No preheader
Preheaders
• (2) Calls-to-action
• Mobile/Text
• View with Images
• Fun icons
• Bonus: “secondary preheader” above navigation
bar
Good Preheaders
The Bad
Inbox Preview/Rendering Testing
Inbox Preview/Rendering Testing
• Header: Weak
• Navigation: None.
• Hook: Appears to be “Hello DJ.”
The Bad
Fabric.com email – Images Off
The Good
Fabric.com email – Images On
Main Call-To-Action
The Bad
Yes.
We realize we have way
more slides than we can
possibly run through in the
time we have together
today.
The Good
For these & other testing examples, visit Chad White’s Retail Email Blog
Copy / Imagery Testing
Copy Testing: Publishers Clearing House
Copy Testing: Marketing Over Coffee
(Before)
Copy Testing: Marketing Over Coffee (After)
<< Previous Template
• One column with list
format which created a
very long template
• Not enough imagery to
break up body copy.
New Template >>
• Two column format
allows for a shorter
template and clear calls to
action
• Breaking body copy up
with imagery allows
readers to move through
the template more easily
Creative Testing: Thinkfinity
The Bad
Image: RetailEmailBlog
The Good
Image: RetailEmailBlog
The Good
The Bad
The Good
Conversion Optimizers
• Segmentations
• Auto-responders
• Landing pages
Flickr:
horiavarlan
41
Segmentation
42
Segmentation
43
Segmentation
44
Segmentation
45
Automated Time Based Campaign – Sample **30 Day Coupon
Triggered on Day 10 Triggered on Day 20
Time-Based Auto Responder
Triggered on Day 2
Time-Based Auto Responder
Triggered on Day 10
Landing Pages
REMEMBER!
You can’t improve what you don’t
measure!
(Measure everything)
Anatomy of an Email and Improving Conversion
Thanks!
