Email is not an island Everything that happens before AND after the email affects your results PPC/Ad/ Banner Ad/ Social Media Landing Page Data Capture Email Programme Landing Page/ Ecommerce Site LOOK AT THE CUSTOMER JOURNEY HOLISTICALLY LET’S TAKE A TOUCHPOINT – SEARCH/PPC OOPS – A DISCONNECT GROUPON – OPTIMISING SIGN UP FORM POSITION ON HOMEPAGE eyequant 52% UPLIFT IN CONVERSION! “ENSURE THERE ARE NO DISCONNECTS “Last 24 Hours of Spring Clearance - Save up to 60% with final reductions! Don't miss out!” You need to… • Be a persuasion architect • Be a conversion optimisation expert • Desire insights into what makes your customers tick • Be a director and using conversion-centred design principles • Be passionate about continually testing and optimising your journeys and programmes • Be desirous of delivering a holistic, unified experience for your subscribers • Be customer-centric not brand-centric 3 STEPS TO ACHIEVING AN EMAIL CONVERSION 1: OPEN Convert your subscribers to open and read the email Stay focused on the objective of the email WHAT ARE YOU REWARDED ON? Subject Line Opened Clicked Converted Win the pampering prize of a lifetime worth $10,000 Think CURVE when crafting a subject line C U R V E curiosity urgency relevance value motion “Open me quick! I expire at 6pm, payday treat” Craft the subject line immediately after writing your objective Encourage action by front-loading verbs in your subject line PERSUASIVE VERBS 2: CLICK Convert your subscribers to click/action the email The inbox is always a hive of activity SO WRITE LIKE A JOURNALIST YOUR AIM IS TO CONVERT THEM TO CLICK THROUGH Engage them emotionally Douglas van Praet Unconscious Branding “ Research shows that more than 90% of our decisions are unconscious “Your next getaway is closer than you think. With these special offers, you can escape to your paradise, whether that’s an urban retreat, exotic adventure or anything in between. Below are some featured destinations… you have even more places to make unforgettable memories. TREAT YOURSELF TO THE GETAWAY YOU DESERVE” Use Directional Design Cues EXPLICIT DESIGN CUE IMPLICIT DESIGN CUE EXPLICIT & IMPLICIT DESIGN CUES Use Scarcity & Loss Aversion TWO MAIN DRIVERS INNATE TO US ALL We’re more likely to act based upon loss (avoid pain) than gain (gain pleasure), because losses linger but gains are fleeting. To avoid pain To gain pleasure Scarcity Scarcity Scarcity Loss Aversion Loss Aversion 3: CONVERT Achieve the final conversion on the landing page Minimise the distractions 31% increase in downloads Unbounce Be specific to the next action within your call-to-actions REPLACED “BUY NOW” WITH “ADD TO BASKET” 17% increase in basket adds Prime them with Anchoring 500% INCREASE IN CLICK THROUGHS Copyhackers