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5 Engaging Tactics to
Optimise Conversions for
your Email Marketing
Programme
Kath Pay | @kathpay
eCRM & Email Marketing Consultant

?2013 Plan To Engage �C all rights reserved �C www.PlanToEngage.com
Your presenter �C Kath Pay
? 13+ years of experience
in email marketing
? Email Marketing
Consultant, Trainer &
Speaker
? Lead trainer for Email
Marketing for
Econsultancy & the IDM
in the UK @kathpay

About Plan to Engage
? eCRM & Email Marketing
Strategy
? Email Design & Coding
? Deliverability Support
? Email Vendor Selection
? Conversion Optimisation
? Workshops & Training
Courses
www.PlanToEngage.com

Intriguing?

Remember: Images can be powerful �C
make them count
Source: Neuromarketing

They should always support the
Call-To-Action
Source: Neuromarketing

Have a bit of action in your email��.

Simple but effective

Call To Action?

Video-Animated Gif

Video .GIF examples

Holland America conducted an
A/B test an animated .GIF video in
email versus a static image
Results? 100% higher clickthrough
rate on the video segment.
Liveclicker

YouTube: 72 hours of video are
uploaded every minute, or more
than one hour of video is
uploaded to YouTube every
second.

Sticky and appealing��.
?Use sensory based content �C Video
ticks all the boxes
1. Visual
2. Auditory
3. Kinesthetic

63.9% of 5000 people watched a
video sent by email to completion.
The average email readers will
only spend 8 seconds reading an
email
Marketing Vox

Higher engagement
www.activepath.com

Go Viral

Personalised video
http://www.skeletonproductions.com/email-marketing

Source: Pew Research

Mobile readers are sticky because
of the ��Killing time�� factor
Source: Norman Nielsen Email Usability Report

DO consider Context
People check emails on
mobiles:
? In bed
? In the bathroom
? Whilst intoxicated
? To kill time
? Watching TV
? At the Gym

Source: Google Multi-screen world

Case Study: Savvy Moms

iPhone with Media Queries
http://stylecampaign.com/blog/2011/09/media-query-trifecta/

Savvy Mom results
? 3 x lift in click-to-open rate compared to control
AND
? Comparing mobile vs. desktop views: 12% of those who
opened the redesigned email on a mobile clicked, and 6%
who opened on the desktop clicked

Storytelling
? Everyone loves stories
? Turn your messages into stories
? Help them to ��stick��
? The Protagonist needs to lead the way
? Audience needs to be able to empathize with them
? He helps the audience to be emotionally engaged
with your message

Get their attention: Write like a
journalist

..and tell a story��.
? Dry subject
? Insurance company
targeting film
companies
? Happy ending ?
? Open rate 60%

Storytelling & serialisation �C
Lovely!

So��..
? Don��t be afraid to test something new
? Images are powerful �C they can either
support your objective or divert their
attention away.
? Remember �C at the heart of every
subscriber is a human being (yes really!) �C
so use emotions and basic marketing
principles to engage them

Questions?
Kath Pay
@kathpay
Kath@PlanToEngage.com
www.linked.com/in/kathpay

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