Post by account_disabled on Feb 18, 2024 2:09:44 GMT -5
2. Did You Segment Your Email List? Segmentation, segmentation, segmentation! By using technology to make each outgoing email category-specific, Totes Isotoner (an online retailer) was able to lift email revenue by 7000%. No, you didn’t read that wrong. Using the data available to you is what sets a good campaign apart from a bad one. Technology now allows you to send one-to-one emails. Take this campaign from American airline jetBlue: JetBlue Reactivation A fantastic example of a re-activation campaign, the personalization here is an example of truly modern segmentation. MailChimp broke down some of their customers’ data and found that, on average, customers that segmented (i.e. used data they had related to customer profiles) had click-through .
That’s a strong case for segmentation. 3. Do You Provide Too Many Buy TG Database Choices? If you’re going to have a call to action: have a single call to action. Too often email campaigns have multiple offers, 10 different images to click, multiple links or different buttons that push readers down conflicting paths. As with landing page, a single, dedicated call-to-action is the most powerful way to maximize your conversions. Repeating this call to action is even better. Here’s an example of a busy campaign: Email Marketing Multiple Calls To Action Click for full-size image The links in the header, the multiple different offers and the conflicting imagery will, more often than not, create confusion and drive down your conversions.
This may seem illogical, as you might think it ‘caters to everyone’ but this is rarely the case. Here’s an example of a similar campaign with a single call to action: Single CTA Email Marketing Click for full-size image …and this isn’t just true for HTML emails. Take this example from KISSmetrics advertising a webinar. You’ll notice they repeat the CTA in the body and again in the footer: kissmetrics webinar repeat CTA Click for full-size image Another example, with a lot of data to support it, comes from this case-study by Help Scout. Rather than sending the three most recent articles in their blog newsletters they A/B tested a new template with a single call to action and lifted the conversion rates by 17%.
That’s a strong case for segmentation. 3. Do You Provide Too Many Buy TG Database Choices? If you’re going to have a call to action: have a single call to action. Too often email campaigns have multiple offers, 10 different images to click, multiple links or different buttons that push readers down conflicting paths. As with landing page, a single, dedicated call-to-action is the most powerful way to maximize your conversions. Repeating this call to action is even better. Here’s an example of a busy campaign: Email Marketing Multiple Calls To Action Click for full-size image The links in the header, the multiple different offers and the conflicting imagery will, more often than not, create confusion and drive down your conversions.
This may seem illogical, as you might think it ‘caters to everyone’ but this is rarely the case. Here’s an example of a similar campaign with a single call to action: Single CTA Email Marketing Click for full-size image …and this isn’t just true for HTML emails. Take this example from KISSmetrics advertising a webinar. You’ll notice they repeat the CTA in the body and again in the footer: kissmetrics webinar repeat CTA Click for full-size image Another example, with a lot of data to support it, comes from this case-study by Help Scout. Rather than sending the three most recent articles in their blog newsletters they A/B tested a new template with a single call to action and lifted the conversion rates by 17%.