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Email Marketing, Landing Pages & Conversions

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by

Nick Seagrave

on 10 November 2014

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Transcript of Email Marketing, Landing Pages & Conversions

Email Marketing, Landing Pages & Conversions
#BreakfastClub
The email journey - 25 years
Build a mailing list from scratch
Perfecting email delivery
Email
After the click
Building a mailing list from scratch
Existing customers
Existing suppliers
That pile of business cards
Email export!
CRM ~ API
Easy.
Less easy...
Before you start...
Think: what's in it for me?
Know the rules
Make it easy to unsubscribe!
2004
2013
2009
1995
1991
Data Protection
Act 'Opt-out'
200m
smartphones sold worldwide
Personal email
available
'Spam' becomes
a household term
2010
1998
Recipient feedback
introduced
2006
Facebook available to
public for first time
First iPhone
launched
Twitter growth commences
25 years of email
(and technology)

Over 40% of all marketing emails are opened on a mobile device
2007
Delivery & Data
Before you start...
is your content engaging?
is your template responsive?
are your links worth clicking?
where is your email likely to be read?
what do you want people to do?
2. Invitation
3. Introducing
4. We
5. A
6. Your / You / You!
7. Year, eg. 2014
8. Update
(source: http://bit.ly/1kemXXX)
9. New
10. Month name, eg. June
11. Special / Specials
12. News
13. Sale / Sale!
14. Events
15. Offer / Offers
1. Recipient First Name
Right here, right now
Email behaviour is changing fast, eg. save for later
Opening email on mobile devices is more common than opening in desktop or webmail
--BUT-- readers are less likely to click through form mobile devices
68% of companies rate email as ‘good’ or ‘excellent’ for ROI.
Social media - sign in with social
Competition(s)
Website popup
Free download(s)
AdWords extensions
Tabletop forms & iPad(s)
Create an app
Personal
Visual
Creative
Smart
Salesy
Mass-market
Visual
Small business example: Pure Marie
Immediate
call to action
Conversion Rate Optimisation
Buttons perform better than links as a primary CTA
Tip: only use 1 button
Change of colour(s) can improve clicks
There is no magic formula, only data
On-trend...
After the click
(source: http://bit.ly/SvLxvO)
Anatomy of a great landing page
Measuring performance
Assurance
Social links add
credibility
Low bounce rates
High pages-per-visit
Shorter conversion path
Stronger engagement
Acquisition Channels
Goal Completion Source
Average order value £96 = £9888
Email
No social.
(Data range: last 12 months)
Online business example:
Huckberry
Value created from gated content
Mailing list stays ~100% clean
People engaged from 1st or 2nd contact
Email is a primary marketing tool
Why it works...
(source: http://bit.ly/1jqa6Bx)
Subject Power Words
PPC & SEO
Improve organic search visibility
Improve quality scores & reduce cost
Relevant content
will
always perform
Mobile
Desktop
Setting Goals
Assign monetary value & develop over time
Monitor, analyse & feedback to improve website performance
Split test your campaigns & landing pages
Use technology eg. heat-map plugins
Keep your finger on the pulse!
Full transcript