Marc Munier covers the key methodologies you can implement today to increase conversions. Discover the benefits of segmentation and retargeting, including what you can do post click and even after the conversion.

1. Conversions
Key applicable methodologies for increasing
conversions…
Or what you can do now to get more people
buying!

2. What we are going to cover
• Why we need to focus on conversions
Because people don‟t!
• CTA‟s
Are you making it easy enough?
• Re-targeting
The key strategy for maximum improvements
• Segmenting
Creative solutions to poor quality data
• Post click
The story just begins after they click through
• Post conversion
Build and develop using email

3. Conversions
Email marketing is about 3 things:
Recording
Refining
Repeating

4. Conversions
What you measure is changed & conversions are improved...

5. First things first
Track your conversions:
Specify what you want to measure in your web analytics ie purchases, free
trials, newsletter sign ups.
Is it integrated with your email software?

6. Our Google Analytics Integration
You can track your
conversions in both
you email software and
Google Analytics
account.

7. Get off to the best possible start
Clear sign up
on homepage
with shown
benefits,
lovely!

8. The signup page
On brand, clear benefits, only an email asked for – great.

9. The let down
Broken images, text heavy, no call to action

10. CTA‟s – how not to
High value holiday and no personalisation?

11. No follow through
Different look and feel on landing page – big no no

12. Club Med #fail
And I can‟t book the holiday. Total email fail.

13. Sorry another #fail
What they should have done:
 Clear call to action
 Simple design, matching
website
 Use all their assets
 Keep it short!

14. My mock up...

15. The easy win‟s
Target again the positive and the negative.
• The opens
• The not opens
• The clicks
• The not clicks
• The converted
• The unconverted

16. But I don‟t have the time!
Why not?
 Design
 HTML
 Spam testing
 Data Extracts
And everything else that comes with putting together an
industry leading email program...

17. Top secret.....
A little known or advertised fact
In some circumstances
it‟s ok to use text only
emails, such as system
updates, password
resets, reminders...

18. The easy win‟s
Practical Steps
Case Study – Truprint
 Target non-purchasers
or actives
 Sent an email to non-
purchasers designed to
drive them to purchase
 Analysed the results and
then later generated an
email to „non-openers‟ or
„non-clickers‟ offering
them a further discount

19. Retargeting
1st A Targeted eshot 2nd Retargeted eshot to
non-actives with further discount

20. Segmenting and Personalising
If you have the data it is easy peasy...

21. Segmenting and Personalising
If you don‟t have data you need to be a little more creative
Look at what you have:
 Domain
 When they signed up
 „It‟s been a week since you...‟
 Where they came from
 Special promo for „referrers‟ members/visitors
 Where they are
 What‟s happening in their area right now you can mention
 Who are they assigned to
 Personalise from their account manager
 What products are they interested in
 Be relevant

22. Or just guess!
If you know your
audience really well you
can guess what they
may be interested in or
what is relevant to their
age/interests/history...

23. Post click
Nobody converts at the click

24. The landing page
You need to grab the visitors attention – and quickly
Cut down the:
 Forms
 Copy
 Alternative navigation
You only have 7 seconds
Make sure you avoid linking through to the home page!

25. Rightmove Examples
Email promises Phil, landing page seems totally unrelated. I want Phil...

26. Rightmove Examples
Better, looks the same but email promises £90k property and landing page
doesn‟t deliver it. Always deliver on expectations.

27. Citrix
Perfect. Same branding, content
is expected and form is prefilled
for me

28. Post conversions
What‟s the best lead you could have?
“I viewed an online ad and I liked what I saw”
“I signed up to the email and got an offer that interested me”
“I was recommended your product/service”
Recommendations rule so look after your customer even after
they‟ve converted.

29. Give them a cuddle afterwards
Plan emails around the conversion
– make the experience last a month

30. It doesn‟t have to be tough
 Focus on conversions
Because you are great marketers
 Provide clear CTA‟s
As people like being told what to do
 Re-target
The smart marketers strategy
 Segment
Because you love thinking outside “the box”
 Post click
We want to seal the deal
 Post conversion focus
Not for “brand new customers only”
Follow me @marcmunier and @pure360
Email me marc.munier@pure360.co.uk
Or even call me 01273 647880