ask the experts: top tips to drive more conversions from email

Confidential and proprietary – Invoca, Inc.

Ask the Experts:

Top Tips to Drive More Conversions from EmailOctober 11th, 2016

Today’s Panelists

Chad WhiteResearch Director at Litmus@chadswhite

Dave DukeVP, Customer Success at Sigstr@djdukeiu

Paul RudwallDirector, Product Marketing at Invoca@prudwall

Ask the Experts:

Top Tips to Drive More Conversions from

Email

October 11, 2016

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 onInvestment

23%of Online Sales(Average)

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

2011 2016

8%

54%

Emails Opened on Mobile

62%Utilize Responsive Email Design

44%Have Changed CTA Strategy for Mobile

675% Increase

Many marketers have struggled to drive the same conversions on mobile they see on desktop.

*Source: Moveable Ink, 2015

Smartphone Tablet Desktop0

10

20

30

40

50

6052

16

32 % of email opens% of email con-versions

Bucking the TrendTop Tips for Driving Mobile

Conversions

Ask an Expert – Chad White, Litmus

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

Over the next 10 minutes, we’ll discuss how to…1. Use mobile-friendly design

effectively and efficiently2. Create conversion-driving

subject lines and preview text

@chadswhite @litmusapp #emailtips

Mobile-Friendly Email Design


Subscribers won’t convert if your emails don’t render and function

properly on their device — which is increasingly a

mobile device.

While responsive design is growing, marketers are

prioritizing email production efficiency

when settling on a design approach.


Conversion-Driving Subject Lines & Preview

Text

Too many marketers optimize subject lines to maximize opens. That’s a

losing strategy.


Optimize subject lines to drive low-funnel activity

—like conversions.


Subject lines don’t generate opens; they generate openers. You

want openers who are likely

to click and convert.@chadswhite @litmusapp #emailtips

A good subject lines is like good segmentation.

It maximizes conversions and it

minimizes “opener’s remorse.”


And don’t forget about the sometimes element

of email envelope content, preview text, which is like a second

subject line.@chadswhite @litmusapp #emailtips

Avoid creating intriguing envelope content that attracts the curious.

Like these…@chadswhite @litmusapp #emailtips

Instead, focus on detailed envelope

content that attracts the interested.

Like these…@chadswhite @litmusapp #emailtips

If you focus on creating functional email experiences on mobile devices and respectful envelope content

that targets the right openers, your conversions will improve.


Ask an Expert – Dave Duke, Sigstr

Dave Duke

• 10 Years at ExactTarget/Salesforce • Customer Facing Roles from SMB to

Enterprise • Currently VP of Customer Success at Sigstr

Deliverability

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

1. Send Welcome Emails2. Begin a Reactivation Campaign3. Clean Up Your Email List4. Minimize Spam Complaints5. Ramp Up Email Volume Cautiously6. Use Personalization and Relevant Content7. Monitor Your Results

Deliverability Basics

Setting & Delivering On

Expectations

=Strong Reputation

Subscriber Data

QUALITY > QUANTITY

1. Use Data for Content Inspiration

2. Less is More3. Focus on the Reader4. Write with a Single Goal5. Be Valuable

Generating Engagement through Content

Deliverability Experts

The Importance of Value

• Be Valuable In A Crowded Inbox

• Be Contextual

• Personalization Produces Results

Data Collection

Social Sign-Ups

Incentive With Personalization

Ask an Expert – Paul Rudwall, Invoca

Is it really that surprising that conversions lag?

vs.

This is a computer

This is a phone

Billions 91%of mobile userscheck their email atleast once daily ontheir smartphone.

SOURCE: eMarketer, BIA Kelsey

Mobile Calls to BusinessesMobile Marketing Spend

What you may not realize is the rise of mobile is driving billions more calls to businesses each year.

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

Customer:Campaign:

ROI:Next Step:

CALLSEARCH

EMAIL

SOCIAL

WEBSITE

DISPLAY UnknownUnknownUnknownUnknown

But, today’s marketing technologies are left out of the conversation.

This inbound call blind spot drives one of two responses.

Ignore Calls Altogether Huge Effort & Poor Data

Hide or Remove Option to Call

Phone 3Campaign

3

New Campaign & Number for Each Email Variation

Phone 1Campaign

1

Phone 2Campaign

2

Phone 4Campaign

4

Phone 5Campaign

5

Phone 6Campaign

6

• Track which campaign and offer drove the call.

• Tie calls to existing customer records.

• Track call outcomes for offline revenue attribution.

Calls + EmailTip 1: Credit for conversions you’re already driving.

Calls + EmailTip 2: Personalize emails with offline data.

• Opened welcome email and called.

• Mentioned beach vacations.

• Didn’t convert.

= Follow Up Email with Beach Creative.

Calls + EmailTip 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

Invoca for EmailThe only call intelligence platform for email marketers.

Change to Product Screenshot?

AttributionKnow what drove every call.

ProfilesEnrich your view of the customer.

JourneysBridge 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.“ “

The marketers who have solved this problem have seen tremendous results.

EMAIL

PAIDSEARCH

ORGANICSEARCH

Ad

WEBDIRECT

General AdWords Email Other0.0%

10.0%

20.0%

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40.0%

50.0%

60.0%

70.0%

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90.0%

Brand A

Brand B

Calls by Source

38%

38%

Questions?