The Behavioral Methods Behind Effective Communication
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Presentation from Action Design Chicago meetup on 02/17/2016. Do you use email marketing to communicate with your clients and customers? Do you expect them to read and engage with those emails? Of course you do. However, the reality is that clients often fail to engage with the communications, or don't follow through and take action on them. How do you create communications that are effective and engaging for people? In this presentation, Erik Johnson from Morningstar will cover how to identify & overcome behavioral obstacles that stop people from engaging with your communications. He’ll walk through the psychology that prevents people from opening and taking action all the way through to the technology platform that you'll need to develop to target specific obstacles and find out what really works.
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The Behavioral Methods Behind Effective Communication
- 1. ©2016 Morningstar, Inc. All rights reserved. Erik Johnson The Behavioral Methods Behind Effective Communication
- 2. 2
- 7. 7 Frank Gruber, Jenn and Tony Bot
- 9. 9 Agenda gThe psychology behind good communications and best practices to implement /Getting the Timing Right /Capturing Attention /Creating Action gOptimization: how and why to test and iterate for the best results
- 10. Hi, I’m Erik, Marketing Optimization Manager at Morningstar
- 11. Leading provider of independent investment advice serving millions of people everyday, around the world
- 12. 12 • A new team of behavioral scientists and experts at Morningstar • Behavioral scientists study the quirks of the mind: how people often act “irrationally” and how small interventions can help people change their behavior. • At Morningstar, we apply behavioral science to better understand, and help, everyday investors and their ecosystem. Steve Wendel Head of Behavioral Science Sarah Newcomb Behavioral Scientist Amna Kanoun Program Manager Merve Akbas Behavioral Scientist Erik Johnson Marketing Optimization Manager About the Behavioral Insights Team
- 13. 13 Use the best research as a starting point
- 14. 14 Combined with marketing methods
- 15. 15 Hundreds of experiments “...If you sign up by 7PM today, you are eligible to win a free iPad mini!” “...If you are one of the first 100 people to sign up, you are eligible to win a free iPad mini!”
- 16. 16 Small changes can get big results 300% increase
- 17. 17 Andy Morffew Let’s dive in
- 18. 18 Agenda gThe psychology behind good communications and best practices to implement /Getting the Timing Right /Capturing Attention /Create Action gOptimization: how and why to test and iterate for the best results
- 19. 19 Matthias Rhomberg Getting into your customers’ heads Getting the Timing Right
- 20. 20 Getting into your customers’ heads Getting the Timing Right Alan Cleaver
- 21. 21 Getting into your customers’ heads Getting the Timing Right
- 22. gThe current moods we feel, the options we have at the time, past experiences, and any other data affect our decisions. gAs much as 95% of our decisions are driven by the intuition and emotion of the moment 22 Context matters Our decision making is largely dependent on the context of when we are making the choice Getting the Timing Right Zaltman, Mani Babbar Photography
- 23. 23 Danziger et al. 2011 What would cause radical changes in parole rates over time? Getting the Timing Right
- 24. 24 Danziger et al. 2011 The answer is as simple as hunger Getting the Timing Right
- 25. 25 Structure Actions around Timing
- 26. The Fogg Behavior Model 26 Getting the Timing Right Behavior = Motivation + Ability + Trigger gTrigger = receiving your communication gWhen is their motivation high? /When do they have the time to complete the action? gWhen is their ability high? /When are they at the computer to open? /When is their focus high and distractions low? gBefore sending, think, “when would I most want to read and react to this?” Behaviormodel.org
- 28. 28 GetResponse Timing Matters Most action happens within a half hour of message being sent. Getting the Timing Right
- 29. gTuesday and Thursday mornings are generally the best times for email. gSaturday and Sunday for longer form content or complicated actions 29 Timing best practices Timing examples you can use now Getting the Timing Right
- 30. 30 When should you tell employees about a new program? Getting the Timing Right 10:30am Saturday 5:00pm Saturday 10:30am Sunday 5:00pm Sunday 11:00am Thursday 10:30am Thursday 10:30am Friday 8:00am Friday
- 31. 31 When should you tell employees about a new program? Getting the Timing Right 10:30am Saturday 5:00pm Saturday 10:30am Sunday 5:00pm Sunday 6.4% clicked 7.2% clicked4.7% clicked 5.7% clicked 11:00am Thursday 10:30am Thursday 10:30am Friday 8:00am Friday 4.1% clicked 5% clicked4.5% clicked 5.9% clicked
- 33. 33 Agenda gThe psychology behind good communications and best practices to implement /Get the Timing Right /Capture Attention /Create Action gOptimization: how and why to test and iterate for the best results
- 36. 36 You have to cut through the noise Capture Attention Grant Neufeld
- 37. 37 It starts with the subject line
- 38. 38 Convince and Convert It starts with the subject line 35% of emails are opened based on subject line alone Capture Attention
- 39. 39 Agenda gThe psychology behind good communications and best practices to implement /Getting the Timing Right /Capture Attention /The elements of a good subject line – Specificity – Personalization – Start strong /Creating Action gOptimization: how and why to test and iterate for the best results
- 40. gClearly tell what it’s about gState what it’s about and why it’s interesting to them 40 Chris Potter The elements of a good subject line Specificity Capture Attention
- 41. 41 The elements of a good subject line Capture Attention
- 42. 42 The elements of a good subject line Capture Attention 62% increase in leads WhichTestWon
- 43. 43 Agenda gThe psychology behind good communications and best practices to implement /Getting the Timing Right /Capture Attention /The elements of a good subject line – Specificity – Personalization – Start strong /Creating Action gOptimization: how and why to test and iterate for the best results
- 44. gPersonalize the message gShow that it’s actually relevant to them by including their name or other information like job title 44 The elements of a good subject line Personalization Capture Attention
- 45. 45 Andrew Fecheyr The elements of a good subject line The Cocktail Party Effect Capture Attention
- 46. gHaving just the first name personalization increases your click-through-rate from about 5.8% to 7% gEmails with “You” in the subject line are opened 5% more than those without g4 out of 10 marketing emails are marked as spam because readers think they are irrelevant 46 Quicksprout; HubSpot; 2014 Science of Email The elements of a good subject line Personalization pays Capture Attention
- 47. 47 The elements of a good subject line Capture Attention Subject Line: Introducing a new tool from your 401(k) plan! Subject Line: [Employer] Associates, Introducing a new tool from your 401(k) plan!
- 48. 48 34% opened 38% opened The elements of a good subject line Capture Attention Subject Line: Introducing a new tool from your 401(k) plan! Subject Line: [Employer] Associates, Introducing a new tool from your 401(k) plan!
- 49. gMake the sender a person’s name rather than a company gMake it official and trustworthy 49 The elements of a good subject line Send from a real person Capture Attention
- 50. 50 The elements of a good subject line Capture Attention HubSpot
- 51. 51 The elements of a good subject line Capture Attention
- 52. 52 300% increase The elements of a good subject line Capture Attention
- 53. 53 Agenda gThe psychology behind good communications and best practices to implement /Getting the Timing Right /Capture Attention /The elements of a good subject line – Specificity – Personalization – Start strong /Creating Action gOptimization: how and why to test and iterate for the best results
- 54. gStart strong: length doesn’t matter, but the first 30 characters do gWith more opens on mobile, the first characters of the subject line are more important gIn research, the overall length is irrelevant 54 Sebastian Mary The elements of a good subject line Start strong Capture Attention
- 55. 55 The elements of a good subject line Capture Attention
- 56. 56 The elements of a good subject line Total character length doesn’t matter Capture Attention
- 57. 57 They’ve opened it…now what?
- 58. 58 Agenda gThe psychology behind good communications and best practices to implement /Get the Timing Right /Get their Attention /Create Action gOptimization: how and why to test and iterate for the best results
- 60. 60 Action is hard Create Action
- 61. 61 Action is hard Create Action Jessica Spengler
- 62. 62 Action is hard Create Action
- 63. 63 amanda tipton
- 64. 64 Agenda gThe psychology behind good communications and best practices to implement /Getting the Timing Right /Capturing Attention /Create Action /Make the action easy – Make it clear – Get to the point – Make it easy to read gOptimization: how and why to test and iterate for the best results
- 65. 65 Make the action easy Create Action otama Make it clear gASK the reader gMake it clear what they should do
- 66. gTell the reader why they should click gIt can be a short phrase /“Get your free delivery” /“Secure my investments” 66 Make the action easy Make it clear Create Action Fitocracy
- 67. 67 ContentVerve Make the action easy Create Action
- 68. 68 Make the action easy From vague to actionable language Create Action
- 69. 69 Make the action easy From vague to actionable language Create Action 200% increase
- 70. 70 Make the action easy Create Action Make it clear gVisually separate the CTA from the rest of the content gIt should be clear and easy to find CrazyEgg
- 71. 71 ContentVerve Make the action easy Create Action
- 72. 72 Agenda gThe psychology behind good communications and best practices to implement /Getting the Timing Right /Capturing Attention /Create Action /Make the action easy – Make it clear – Get to the point – Make it easy to read gOptimization: how and why to test and iterate for the best results
- 73. gThe necessary action and its benefits should be clear right away gReaders will only see the first few lines before having to scroll down. Make them count. gFor many readers, the subject line or summary is enough, so let them take the next step quickly 73 Make the action easy Get to the point Creating Action Capital One 360
- 74. 74 Make the action easy Create Action Get to the point gPlace it above the fold so they can take action without scrolling UserTesting
- 75. 75 Agenda gThe psychology behind good communications and best practices to implement /Getting the Timing Right /Capturing Attention /Create Action /Make the action easy – Make it clear – Get to the point – Make it easy to read gOptimization: how and why to test and iterate for the best results
- 76. gUse subheadings and short paragraphs gPeople skim from the left in an “F” pattern /Subheadings make it easy to jump to content they are most interested in 76 Make the action easy Creating Action Make it easy to read Bri Williams
- 77. 77 Make it easy to read Creating Action Make it easy to read gUse images and white space gImages catch the eye /Especially ones of people /Breaks up blocks of text gWhite spaces make it easier to read
- 78. Agenda 78 What’s this about? What we’ll cover gThe psychology behind good communications and best practices to implement /Get the Timing Right /Capture Attention /Create Action gOptimization: how and why to test and iterate for the best results
- 79. 79 Best practices have the best chance, but they aren’t infallible Optimization John
- 80. 80 Best practices have the best chance, but they aren’t infallible Optimization
- 81. 81 Best practices have the best chance, but they aren’t infallible Optimization Signal v. Noise
- 83. 83 We don’t know what really works until we test it Optimization U.S. Army RDECOM
- 84. 84 Experiments are easier than you think Optimization
- 85. 85 Experiments are easier than you think Optimization
- 86. 86 They can be more complicated… Optimization
- 87. 87 Most email tools can do this for you Optimization
- 89. 89 Optimization Testing is the behavioral method
- 90. 90 Optimization Testing is the behavioral method Harvard Business Review
- 91. 91 If it’s so easy, why doesn’t everyone do it?
- 92. 92 Technology is easy, but culture is not Optimization
- 93. gIsn’t it bad I don’t have the right answer? g“Won’t my ideas be proven wrong?” gIt’s new and different, so unsafe. 93 GotCredit Isn’t it risky? Optimization
- 94. 94 “Only those who dare to fail greatly can ever achieve greatly.” - Robert F. Kennedy
- 95. gVet ideas cheaply, before devoting significant resources gLearn what drives users to develop new ideas 95 Alan Levine Fail fast and learn cheaply Optimization
- 96. 96 Fast Company; The Cosmopolitan of Las Vegas Fail fast and learn cheaply Optimization
- 97. 97 NASA's Marshall Space Flight Center Make your communications count Optimization
- 99. 99 Wrapping up gThe psychology behind good communications and best practices to implement /Getting the Timing Right /Capturing Attention /The elements of a good subject line – Specificity – Personalization – Start strong /Creating Action /Make the action easy – Make it clear – Get to the point – Make it easy to read gOptimization: how and why to test and iterate for the best results
- 100. gContext determines our decisions gOur attention is limited gAction is hard 100 dierk schaefer Know the psychology Wrapping up
- 101. gSend on Tuesday or Thursday mornings gThe elements of a good subject line /Specificity /Personalization /Start strong gMake the action easy /Make it clear /Get to the point /Make it easy to read 101 namestartswithj89 Best practices are a starting point Wrapping up
- 102. gBest practices aren’t infallible gWe never truly know until we test it 102 Matthias Ripp Experimentation is the real key Wrapping up
- 103. 103 Where to learn more gOptimizely Resource Library gConversionXL A/B Testing Mastery: From Beginner To Pro in a Blog Post gHBR: Why the Future of Social Science Is with Private Companies gNaked Statistics: Stripping the Dread from the Data gField Experiments: Design, Analysis, and Interpretation
- 104. 104 jennifer rouse Get results and have fun Optimization
- 105. 105 Get in touch gEmail: erik.johnson@morningstar.com gTwitter: @erikleejohnson gLinkedIn: linkedin.com/in/erikleejohnson
- 106. 106 Questions?
- 107. 107 Disclosure ©2016 Morningstar, Inc. All rights reserved. For information and/or illustrative purposes only. Not for public distribution. Morningstar Investment Management is a registered investment advisor and subsidiary of Morningstar, Inc. The information contained in this presentation is the proprietary material of Morningstar Investment Management LLC. Reproduction, transcription or other use by any means, in whole or in part, without the prior written consent of Morningstar Investment Management LLC, is prohibited. The Morningstar name and logo are registered trademarks of Morningstar, Inc.