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Daniel Burstein, Director of Editorial Content and Jon Powell, Senior Manager of Research and Strategy, will walk through three common errors our research has identified as damaging to conversion. He will help you determine if you are making these errors, and how you can overcome them. During the webinar, Daniel will share a case study from our labs, showing how we fine-tuned an email offer. Making relatively small and easy changes, our research analysts overcame these common mistakes, and drove a three-digit increase in clickthroughs as a result. ***PLUS Live Optimization***
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Email Messaging: How overcoming 3 common errors increased clickthrough 104%
Sponsored by:
Daniel Burstein Jon PowellDirector of Editorial Content Sr. Manager, Research & StrategyMECLABS MECLABS
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• Daniel Burstein, Director of Editorial Content MECLABS/MarketingSherpa @DanielBurstein
• Jon Powell, Senior Manager of Research and Strategy MECLABS/MarketingSherpa @JonPowell31
Introductions
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Join the conversation
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MarketingSherpa is a research and publishing organization serving the marketing community
• MarketingSherpa’s annual research cycle provides knowledge for continuous marketing improvement
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• We surveyed over 3,000 marketers focused on lead generation to uncover:
• Top challenges• Best marketing tactics• Lead scoring, nurturing and management• Content strategies• Marketing automation• Marketing analysis• Marketing operations and metrics
• Result of this research – MarketingSherpa’s FUEL methodology to power marketing effectiveness from lead generation to sales conversion
Research Background
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• Subject line (e.g. phrasing, length)• Message (e.g. headline, body, closing)• Layout and images• Call-to-action• Days of the week sent
POLL: Which email element do you test most often?
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Most popular email elements to test
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Most effective elements to test
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Background and Test Design
Background: Largest physician-only social network which offers its knowledge base to pharmaceutical companies.
Goal: To increase email clickthrough from rented list to landing page.
Primary research question: Which email will generate the highest clickthrough rate?
Approach: Multifactor sequential (year-to-year) test.
Experiment ID: Email Messaging TestLocation: MarketingExperiments Research Library
Research Notes:
�
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Company
Value is buried in second paragraph and at top above the eye-path.
Offer in email is for a 30-minute demo.
Call-to-action requires a relatively high commitment.
Experiment: Email controlControl Subject Line: Engage physicians through social media
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Company Name
Name
Name
Name
Name
Name
Number
Value is clearly communicated in headline and first paragraph.
Less commitment required in offer and call-to-action.
Experiment: Email treatmentTreatment Subject Line: Reach 120,000 physicians through social media
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Company Name
Name
Name
Name
NumberCompany
Control Treatment
Experiment: Side-by-side
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Versions Clickthrough Rate Relative difference
Control 1.55% -
Treatment 3.16% 104%
104% increase in conversion The treatment generated a 104% higher clickthrough rate.
What you need to understand: By changing the messaging of the email to reflect the Research Partner’s value proposition, we were able to generate a 104% lift in clickthrough rate.
Experiment: Results
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Today, we will walk through THREE of the most common errors in email messaging, and apply these key insights live to audience-submitted campaigns.
3 common errors in email messaging
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Error #1: Macro Distortion
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The Model is BrokenERROR #1: Macro Distortion
$
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The Micro-Decision FunnelERROR #1: Macro Distortion
DVP
DVP
g =
9.81
m/s
2
DVP
CVP
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The Macro ConversionERROR #1: Macro Distortion
Company Name
Name
Number
Name
Company Name
Name
Name
Name
Name
Name
Number
Email (CTR)
Landing Page (CVR)
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Subject Line
Email Landing Page
Headline
First Paragraph
Body
Call-to-action
Headline
Sub-headline
First Paragraph
Body
Call-to-action
Company Name
Name
Name
Name
Name
Name
Number
Company Name
Name
Number
Name
The Micro ConversionsERROR #1: Macro Distortion
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The Micro ConversionsERROR #1: Macro Distortion
Company Name
Name
Name
Name
Name
Name
NumberSubject Line
Treatment Subject Line: Reach 120,000 Physicians through Social Media
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The Micro ConversionsERROR #1: Macro Distortion
Company Name
Name
Name
Name
Name
Name
NumberSubject Line
Headline
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The Micro ConversionsERROR #1: Macro Distortion
Company Name
Name
Name
Name
Name
Name
NumberSubject Line
Headline
First Two Inches
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The Micro ConversionsERROR #1: Macro Distortion
Company Name
Name
Name
Name
Name
Name
NumberSubject Line
Headline
First Two Inches
Body
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The Micro ConversionsERROR #1: Macro Distortion
Headline
Company Name
Name
Number
Name
Landing Page
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The Micro ConversionsERROR #1: Macro Distortion
Company Name
Name
Number
Name
First Two Inches
Headline
Landing Page
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The Micro ConversionsERROR #1: Macro Distortion
Company Name
Name
Number
Name
First Two Inches
Body
Headline
Landing Page
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The Micro ConversionsERROR #1: Macro Distortion
Company Name
Name
Number
Name
First Two Inches
Body
CTA
Headline
Landing Page
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The Micro ConversionsERROR #1: Macro Distortion
Subject Line
Headline
First Paragraph
Body
CTA
Headline
First Paragraph
Body
CTA
Email LP
Sub-headline
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Error #2: Conflated Objectives
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Subject Line
Headline
First Two Inches
Body
CTA
Headline
First Two Inches
Body
CTA
LP
Note: At each stage in the email journey, you should only sell the next micro-conversion.
Conflated ObjectivesERROR #2: Conflated Objectives
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Subject Line
Headline
First Two Inches
Body
CTA
Headline
First Two Inches
Body
CTA
Landing Page
But This
Headline
Landing PageSubject Line
Headline
First Two Inches
Body
CTA
First Two Inches
Body
CTA
Not This
Conflated Objectives: ExampleERROR #2: Conflated Objectives
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Company
Not This
Instances of Conflation:
• IOC #1: Sells the 30-minute demo in first paragraph.
• IOC #2: Starts selling “online tools” before explaining benefits.
• IOC #3: Asks reader to get started when they may not be ready to start.
Conflated Objectives: ExampleERROR #2: Conflated Objectives
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Conflated Objectives: ExampleERROR #2: Conflated Objectives
Company Name
Name
Name
Name
Name
Name
Number
But This
• Each section of the page guides the reader through a logical series of micro-conversions.
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• Little to no value in headline and first two inches.
• At least two competing calls-to-action.
Not This
Conflated Objectives: ExampleERROR #2: Conflated Objectives
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Re: The Research Results You Requested
Dear MarketingExperiments Subscriber,
As the Director of MECLABS Group, I felt it was important to personally inform you regarding one of the most significant breakthroughs in the history of our paid search experimentation.
In this study, we were able to reduce cost by 35% and yet increase conversion by 300%. You can find out more by clicking here.
Perhaps this breakthrough will help you improve your paid search ROI.
Dr. Flint McGlaughlinDirectorMECLABS Group
P.S. This link will only be active for 24 hours; we are trying to get this information to our subscribers before it reaches the media.
But This
• Each section of the page guides the reader through a logical series of micro-conversions.
Conflated Objectives: ExampleERROR #2: Conflated Objectives
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Your email says exactly what’s on the landing page.
Your email takes more than 30 seconds to read from beginning to end.
Your email looks and feels just like a webpage.
Your email looks and feels like a magazine.
Your email has more than one central call-to-action.
Your Email Might Be Conflated If…ERROR #2: Conflated Objectives
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Error #3: Assumed Value
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Note: At each micro-conversion in the email journey, there is a value exchange.
For each micro-conversion, we must calculate and deliver the needed perceived value for the prospect to move to the next micro-conversion.
Perceived CostPerceived Value
The Value Exchange FulcrumERROR #3: Assumed Value
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Derivative Value PropositionsERROR #3: Assumed Value
1
3
2
Question: Why should [PROSPECT A] buy from you rather than any of your competitors?
Question: Why should your ideal prospect buy from you rather than any of your competitors?
Question: Why should [PROSPECT A] buy this product rather than any other product?
Question: Why should [PROSPECT A] click this PPC ad rather than any other PPC ad?
Prospect APros
pect
C
Prospect B
PRODUCT
#3
PRODUCT
#4
PRODUCT
#1
PRODUCT
#2PRODUCT
#3
PRODUCT
#4
PRODUCT
#2
PRODUCT
#3
PRODUCT
#4
Central Value
Proposition
Conversion steps associated with a specific product.
PRODUCT
#2
The Value Proposition Spectrum
PROSPECT-LEVEL
PROCESS-LEVEL
PRODUCT
#1PRODUCT
#1
PRODUCT-LEVEL
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Company
Not This
• Where’s the value?
Assumed Value: ExampleERROR #3: Assumed Value
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Assumed Value: ExampleERROR #3: Assumed Value
Company Name
Name
Name
Name
Name
Name
Number
But This
• Each micro-conversion step provides just enough value to move the prospect to the next one.
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Live Optimization
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Live Optimization
Primary Objective: Call in and sign up for DISH service
Target Audience: Homepage opt-ins
Value Proposition Submitted: $50 gift card
US Dish
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Live Optimization US Dish
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Live Optimization US Dish
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Live Optimization
Primary Objective: Drive webinar registration for new product
Target Audience: Clinical operations & IT executives
Value Proposition Submitted: Reduce time and cost of clinical trial management
nextdocs
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Live Optimizationnextdocs
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Live Optimizationnextdocs
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Live Optimization
Primary Objective: Lead Generation and Cross-Selling
Target Audience: Current Direct365 customers from any service
Value Proposition Submitted: 2 weeks free servicing when a contract is taken out
Direct365
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Live OptimizationDirect365
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Live OptimizationDirect365
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Live Optimization
Primary Objective: Inform subscribers about Easter sale
Target Audience: Families
Value Proposition Submitted: Price, customization and providing comfort
Cuddletunes
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Live OptimizationCuddletunes
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Live OptimizationCuddletunes
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Live Optimization
Primary Objective: To get people to register and attend this webinar on rural call completion issues
Target Audience: Telecom Engineers, Service Providers, Government Official
Value Proposition Submitted: To listen to the experts involved with creating the handbook discuss their findings of best practices for dealing with rural call completion issues
Atis
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Live OptimizationAtis
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Live OptimizationAtis
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Live Optimization
Primary Objective: Re-engagement, lead-gen, generating website traffic and ad revenue
Target Audience: People (mostly women) caring for an elderly loved one
Value Proposition Submitted: Quality information and chance to get our free assistance
A Place for Mom
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Live OptimizationA Place for Mom
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Live OptimizationA Place for Mom
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Live Optimization
Primary Objective: Software Service Contract Notification
Target Audience: Software customer with active service contract
Value Proposition Submitted: Inform customers of software download option and new training benefit
National Instruments
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Live Optimization
National Instruments
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Live Optimization
National Instruments
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Live Optimization
Primary Objective: For recipients who are hiring to call/email about the featured job candidates
Target Audience: Hiring managers or small business owners
Value Proposition Submitted: Saving time/money/energy by introducing recipients to our best candidates
Reliance Staffing
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Live OptimizationReliance Staffing
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Live OptimizationReliance Staffing
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Live Optimization
Primary Objective: Download publication highlighting PwC expertise
Target Audience: Deal professionals
Value Proposition Submitted: Insights to improve deal ROI
PWC
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Live OptimizationPWC
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Live OptimizationPWC
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• Daniel Burstein, Director of Editorial Content MECLABS/MarketingSherpa @DanielBurstein
• Jon Powell, Senior Manager of Research and Strategy MECLABS/MarketingSherpa @JonPowell31
Thank You
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