measuring conversions in email marketing
TRANSCRIPT
Conversions
Key applicable methodologies for increasing conversions…….
Or what you can do now to get more people buying!
What we are going to cover
• Why we need to focus on conversions• Because people don’t!
• CTA’s• Are you making it easy enough?
• Re-targeting • The key strategy for maximum improvements
• Segmenting• Creative solutions to poor quality data
• Post click• The story just begins after they click through
• Post conversion• Build and develop using email
Sorry another #fail
What they should have done:
Clear call to action Simple design , match
website Use all their assets Keep it short!
The easy win’s
Target again the positive and the negative.
• The opens
• The not opens
• The clicks
• The not clicks
• The converted
• The unconverted
But I don’t have the time!
Why not?
Design HTML Spam testing Data Extracts
And everything else that comes with putting together an industry leading email program......
The easy win’s
Practical StepsCase Study – Truprint
Target non-purchasers or actives.
Sent an email to non-purchasers designed to drive them to purchase.
Analysed the results and then later generated an email to ‘non-openers’ or ‘non-clickers’ offering them a further discount.
Practical Steps
Targeted eshot Retargeted eshot to non-actives
with further discount
Case Study – Truprint
Segmenting and Personalising
Look at what you have:
Domain? When they signed up? Where they came from? Where they are ? Who are they assigned to? What products are they interested in?
If you don’t have data you need to be a little more creative
The landing page
You need to grab the visitors attention – and quickly
Cut down the:
Forms Copy Alternative navigation
You only have 7 seconds
Make sure you avoid linking through to the home page!
Post conversions
What’s the best lead you could have?
“I viewed an online ad and I liked what I saw”
“I signed up to the email and got an offer that interested me”
“I was recommended your product/service”
It doesn’t have to be tough
Follow me @marcmunier and @pure360
Email me [email protected]
Or even call me 01273 647880
• Focus on conversions• Because you are great marketers
• Provide clear CTA’s• As people like being told what to do
• Re-target• The smart marketers strategy
• Segment• Because you love thinking outside “the box”
• Post click• We want to seal the deal
• Post conversion focus• Not for “brand new customers only”