Email Marketing: How to Reap the

Rewards of Taking a Holistic Approach

KATH PAY

ANDY WYATT Product Marketing Manager, Kissmetrics

An Email Marketing industry veteran and thought-leader, Kath is a sought-after expert author, contributor, conference speaker and trainer.

KATH PAY CEO & Founder, Holistic Email Marketing

@kathpay

@Holisticemail

#KissWebinar

@kathpay

1 What is Holistic Email Marketing?

2 Necessary Ingredients for the Holistic Approach

3 3 Steps to Gaining Email Conversions

TABLE OF CONTENTS

WATCH WEBINAR RECORDING NOW

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!”

7 NECESSARY INGREDIENTS FOR A HOLISTIC APPROACH

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

38.19% 9.35% 6.74%

Win spa breaks, a personal shopper and more worth $10,000

35.76% 11.03% 9.19%

Win a pampered new you worth $10,000 38.01% 15.45% 10.67%

Win a trip to Champneys and more worth $10,000 with Veet

33.23% 16.76% 11.01%

Think CURVE when crafting a subject line

C U R V E

uriosity

rgency

elevance

alue

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

•  Choose

•  Improve

•  Increase

•  Avoid

•  Act

•  Boost

•  Build

•  Keep

•  Leverage

•  Maximise

•  Overcome

•  Simplify

•  Solve

•  Stop

•  Gather

•  Succeed

•  Manage

•  Save

•  Conquer

•  Win

•  Capture

•  Explore

•  Ensure

•  Learn

•  Prevent

•  Discover

•  Unleash

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 PraetUnconscious 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

IN SUMMARY

Recognise that the actual email is only part of what is involved in email marketing Ensure your subscribers have a smooth & seamless customer journey Grab your Director’s hat – and direct them through the path conversion Remember that if your subscriber’s achieve their objective – then you achieve yours – so be customer-centric

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KATH PAY CEO & Founder, Holistic Email Marketing

@kathpay

kath@holisticemail.com

ANDY WYATT Product Marketing Manager, Kissmetrics

awyatt@kissmetrics.com

Questions?