why your email content isn't driving more conversions
TRANSCRIPT
Why Your Email Content Isn’t Driving More
Conversions(and How to Fix It)
Hunter Boyle Sr. Business Development Manager
AWeber
Note: I will spend no longer than 30 seconds on this slide. ;-)
• Content and multichannel marketer• Grew B2B, B2C email programs• Former editor for B2B sales/marketing pubs
About Me
@hunterboyle
Today You Will Learn
• 5 content missteps that kill conversions• How to use content readers care about• Steps to grow your list and reduce churn
What’s wrong with this email?
Really?
Now that’s “WOW”
Logo is drawing the eye
from the hero shot and CTAs
1. NOT ENGAGING ENOUGH
2. NOT ENOUGH VALUE
3. TOO MUCH NOISE
4. WHAT’S MY NEXT STEP?
5. WHERE’S THE WIIFM?
Review your next 5 emails and eliminate the conversion killers
Consider these 5 areas:1. Engagement2. Value3. Clarity4. Call to action5. WIIFM
Tip: Make a BIGGER first impression
#4. Tell me a little about yourself. What type of business do you run? What company do you work for? What's the one thing you think I should know about you?
Quick and effective
Expands the connection
Email Opt In A/B Test
Control: Optimized but had hit a plateau
Goal: Increase salesrevenue (e-commerce)
Full Case Study: http://j.mp/WineExpress Source: WiderFunnel
Full Case Study: http://j.mp/WineExpress Source: WiderFunnel
A
5%Conversion Rate Lift
+
41%Revenue/Visitor Lift
Develop 4 email tests designed to increase reader interaction
Consider these areas:1. Polls/short survey questions2. Contributions (guest content)3. Social tie-ins4. Messaging and tone
Newsletter Opt-in Page A/B Test
Control: Simple form, good track record
Goal: Increase blognewsletter subscriptions
Newsletter Opt-in Page A/B Test
Version B: More context, WIIFM Third-party credibility Second form at bottom
Tip: Make opt-in forms UNMISSABLE
70% of confirmed opt-ins
375% List growth (1/11 to 1/13)
65% more opt-ins
ONEHelluva lot less opt-ins
Tip: There’s no such thing as too much value
Offer hits weeks later
~50% of 1st week product sales
~80% of membership sales
Test (at least) one of the following list builders this month:
1. Lightbox opt in form2. New WIIFM copy3. Autoresponder series
Key Takeaways
• Always emphasize clarity, value and WIIFM• Use prominent CTAs and opt-in forms• Set the tone with a powerful first impression• Find creative ways to drive interaction• Make experimentation a regular habit
Connect with me:
@hunterboyle
Email me for a free copy of our ebook,
Optimizing Your Email Campaign
Visit our award-winning blog:
www.aweber.com/blog
Thank You!