Experts from Litmus, Sigster, and Invoca share their tips for driving more conversions from email.

1. Confidential and proprietary – Invoca, Inc.
Ask the Experts:
Top Tips to Drive More
Conversions from Email
October 11th, 2016

2. Today’s Panelists
Chad White
Research Director at Litmus
@chadswhite
Dave Duke
VP, Customer Success at
Sigstr
@djdukeiu
Paul Rudwall
Director, Product Marketing at Invoca
@prudwall
Ask the Experts:
Top Tips to Drive More
Conversions from Email
October 11, 2016

3. 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 on
Investment
23%
of Online Sales
(Average)

4. 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
8%
54%
2011 2016
Emails Opened on Mobile
62%Utilize Responsive
Email Design
44%Have Changed
CTA Strategy for
Mobile
675%
Increase

5. Many marketers have struggled to drive the same
conversions on mobile they see on desktop.
*Source: Moveable Ink, 2015
52
16
32
Smartphone Tablet Desktop
0
10
20
30
40
50
60
% of email opens
% of email conversions

6. Bucking the Trend
Top Tips for Driving Mobile
Conversions

7. Ask an Expert – Chad White, Litmus

8. 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

9. Over the next 10 minutes,
we’ll discuss how to…
1. Use mobile-friendly design
effectively and efficiently
2. Create conversion-driving
subject lines and preview text
@chadswhite @litmusapp #emailtips

10. Mobile-Friendly Email Design

11. @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.

12. @chadswhite @litmusapp #emailtips

13. @chadswhite @litmusapp #emailtips

14. @chadswhite @litmusapp #emailtips

15. @chadswhite @litmusapp #emailtips

16. @chadswhite @litmusapp #emailtips

17. @chadswhite @litmusapp #emailtips

18. @chadswhite @litmusapp #emailtips

19. While responsive design is
growing, marketers are
prioritizing email production
efficiency when settling on a
design approach.
@chadswhite @litmusapp #emailtips

20. Conversion-Driving
Subject Lines & Preview Text

21. Too many marketers
optimize subject lines to
maximize opens. That’s a
losing strategy.
@chadswhite @litmusapp #emailtips

22. Optimize subject lines
to drive low-funnel activity
—like conversions.
@chadswhite @litmusapp #emailtips

23. Subject lines don’t generate
opens; they generate
openers. You want
openers who are likely
to click and convert.
@chadswhite @litmusapp #emailtips

24. A good subject lines is like
good segmentation.
It maximizes conversions
and it minimizes
“opener’s remorse.”
@chadswhite @litmusapp #emailtips

25. @chadswhite @litmusapp #emailtips

26. @chadswhite @litmusapp #emailtips

27. And don’t forget about the
sometimes element of email
envelope content, preview
text, which is like a second
subject line.
@chadswhite @litmusapp #emailtips

28. @chadswhite @litmusapp #emailtips

29. Avoid creating intriguing
envelope content that
attracts the curious.
Like these…
@chadswhite @litmusapp #emailtips

30. @chadswhite @litmusapp #emailtips

31. Instead, focus on detailed
envelope content that
attracts the interested.
Like these…
@chadswhite @litmusapp #emailtips

32. @chadswhite @litmusapp #emailtips

33. 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

34. Ask an Expert – Dave Duke, Sigstr

36. Dave Duke
• 10 Years at ExactTarget/Salesforce
• Customer Facing Roles from SMB to Enterprise
• Currently VP of Customer Success at Sigstr

37. Deliverability

38. 1. Understand Deliverability Basics
2. Building and Maintaining Reputation
3. Quality Subscriber Data
4. Generating Engagement

39. 1. Send Welcome Emails
2. Begin a Reactivation Campaign
3. Clean Up Your Email List
4. Minimize Spam Complaints
5. Ramp Up Email Volume Cautiously
6. Use Personalization and Relevant Content
7. Monitor Your Results
Deliverability Basics

40. Setting & Delivering On Expectations
=
Strong Reputation

41. Subscriber Data
QUALITY >
QUANTITY

42. 1. Use Data for Content Inspiration
2. Less is More
3. Focus on the Reader
4. Write with a Single Goal
5. Be Valuable
Generating Engagement through Content

43. Deliverability Experts

45. The Importance of Value

46. • Be Valuable In A Crowded Inbox
• Be Contextual
• Personalization Produces Results

48. Data
Collection

49. Social Sign-
Ups

50. Incentive With
Personalization

51. Ask an Expert – Paul Rudwall, Invoca

52. Is it really that surprising that conversions lag?
vs.
This is a computer
This is a phone

53. Billions
91%of mobile users
check their email at
least once daily on
their smartphone.
SOURCE: eMarketer, BIA Kelsey
Mobile Calls to Businesses
Mobile Marketing Spend
What you may not realize is the rise of mobile is driving
billions more calls to businesses each year.

54. 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

55. Customer:
Campaign:
ROI:
Next Step:
CALL
SEARCH
EMAIL
SOCIAL
WEBSITE
DISPLAY
Unknown
Unknown
Unknown
Unknown
But, today’s marketing technologies are
left out of the conversation.

56. This inbound call blind spot drives one of two responses.
Ignore Calls Altogether Huge Effort & Poor Data
Hide or Remove Option to Call
Phone 3
Campaign
3
New Campaign & Number for
Each Email Variation
Phone 1
Campaign
1
Phone 2
Campaign
2
Phone 4
Campaign
4
Phone 5
Campaign
5
Phone 6
Campaign
6

57. • Track which campaign and offer drove the call.
• Tie calls to existing customer records.
• Track call outcomes for offline revenue
attribution.
Calls + Email
Tip 1: Credit for conversions you’re already driving.

58. Calls + Email
Tip 2: Personalize emails with offline data.
• Opened welcome email and called.
• Mentioned beach vacations.
• Didn’t convert.
= Follow Up Email with Beach Creative

59. Calls + Email
Tip 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

60. Invoca for Email
The only call intelligence platform for email marketers.
Change to Product
Screenshot?
Attribution
Know what drove every call.
Profiles
Enrich your view of the customer.
Journeys
Bridge 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.“
“

61. The marketers who have solved this problem have seen
tremendous results.
EMAIL
PAID
SEARCH
ORGANIC
SEARCH
Ad
WEB
DIRECT
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
General AdWords Email Other
Brand A
Brand B
Calls by Source
38%
38%

62. Questions?