Why Your Email Content Isn't Driving More Conversions

Why Your Email Content Isn’t Driving More

Conversions(and How to Fix It)

Hunter Boyle Sr. Business Development Manager

AWeber

Poll: Where do these email links go?

Disconnect!

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

5 CONTENT MISSTEPS THAT KILL CONVERSIONS

Source: News.Com.Au

1. NOT ENGAGING ENOUGH

What’s wrong with this email?

Really?

Now that’s “WOW”

Logo is drawing the eye

from the hero shot and CTAs


2. NOT ENOUGH VALUE

What’s wrong here?

Really?

Incentive?


2. NOT ENOUGH VALUE

3. TOO MUCH NOISE

How much is too much?

Tip: Emphasize clarity and eye paths


2. NOT ENOUGH VALUE

3. TOO MUCH NOISE

4. WHAT’S MY NEXT STEP?

What next?

Call – no click?

Number listed separately?

Tip: Make your CTAs UNMISTAKABLE


2. NOT ENOUGH VALUE

3. TOO MUCH NOISE

4. WHAT’S MY NEXT STEP?

5. WHERE’S THE WIIFM?

What value are we giving our readers?

Move The Needle

Review your next 5 emails and eliminate the conversion killers

Consider these 5 areas:1. Engagement2. Value3. Clarity4. Call to action5. WIIFM

HOW TO USE CONTENT READERS CARE ABOUT

Source: The Next Web

1. CAPITALIZE ON MOMENTUM

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

7,582 Downloads

3,213 Opt Ins

54-83% Open rates

25-69% Click rates


2. GET THEM INVOLVED

Tip: Encourage interaction

49% Average open rates

6% Average CTR


2. GET THEM INVOLVED

3. EXPERIMENT, ANALYZE, REPEAT

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


A B


A

5%Conversion Rate Lift

+

41%Revenue/Visitor Lift

Move The Needle

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

STEPS TO GROW YOUR LIST AND

REDUCE CHURN

WTH?

1. SET HIGH EXPECTATIONS

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

A B

321%Opt-in Lift

WHICH VERSION PERFORMED BEST?

Full Case Study: http://bit.ly/321optins


2. MAKE IT EASY TO OPT IN

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


2. MAKE IT EASY TO OPT IN

3. (OVER)DELIVER VALUE

Tip: There’s no such thing as too much value

Offer hits weeks later

~50% of 1st week product sales

~80% of membership sales

Move The Needle

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 protected]

Email me for a free copy of our ebook,

Optimizing Your Email Campaign

Visit our award-winning blog:

www.aweber.com/blog

Thank You!

http://www.aweber.com/

Why Your Email Content Isn't Driving More Conversions

Marketing