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#INBOUND13
6 Steps to Optimize Your
Emails for Higher Click-
Through Rates and
Conversions
Sarah Goliger
@sarahbethgo
@sarahbethgo
SARAH
GOLIGER
I’ve rappelled down a 200ft
waterfall, I taught swing
dancing in college, and I
once rode a camel in the
desert.
1 Identify Your Email Goals.
2 Segment Your List.
3 Determine What to Send.
4 Create Optimized Emails.
5 A/B Test Your Emails.
6 Measure Your Results.
6 Steps to Optimize Your Emails
1 Identify your email goals.
WEAKLY DEFINED
EMAIL GOALS
• Communicate with my audience
• Send content and information
• Run email promotions
WHY ARE THESE
WEAKLY DEFINED?
THEY DON’T DIRECTLY ALIGN WITH
THE GOAL OF YOUR MARKETING,
FUELING YOUR SALES TEAM WITH
HIGH-QUALITY LEADS.
STRONGLY DEFINED
EMAIL GOALSAlthough difficult at first, it soon
becomes as easy as riding a
bicycle on a sunny afternoon.• Generate more leads
• Nurture leads to be sales-ready
• Delight our customers
#INBOUND13
HOW TO DECIDE
ON THE RIGHT
GOALS FOR YOU
I HAVE A
LEAD VOLUME
PROBLEM.
Do I have a lead volume problem?
Leads needed
per month
Customers to generate
per month
Lead-to-customer
conversion rate
=
FOCUS ON GENERATING
LEADS TO GROW YOUR
DATABASE
What sources are driving the majority of our leads right now?
Are we currently using email marketing as a lead generation channel?
How many leads are we driving through email marketing per month?
How many leads would we like to drive through email marketing per month?
QUESTIONS TO ASK YOURSELF
This is your goal.
PERSPECTIVE:
Consumer/
Prospect
GOAL: Generate ____ leads from email marketing this
month to help increase lead volume.
I HAVE A
LEAD QUALITY
PROBLEM.
Do I have a lead quality problem?
Leads generated
per month
Customers to generate
per monthLead-to-customer
conversion rate =
FOCUS ON NURTURING
YOUR LEADS TO GET
THEM SALES-READY
Does our sales team feel that the leads they’re getting are low-quality?
What efforts are we currently taking to educate our leads about our product/service
before we send them to sales?
At what rate are we converting our leads into customers?
At what rate would we like to be converting our leads into customers?
QUESTIONS TO ASK YOURSELF
This is your goal.
PERSPECTIVE:
Consumer/
Prospect
GOAL: Increase our lead-to-customer conversion rate to
____% by nurturing our leads through email marketing.
2 Segment your list.
#INBOUND13
WHAT IS LIST
SEGMENTATION?
UNSEGMENTED LIST
Although difficult at first, it soon
becomes as easy as riding a
bicycle on a sunny afternoon.• Send the same content to your
entire list, regardless of personal
or behavioral data.
SEGMENTED LIST
Although difficult at first, it soon
becomes as easy as riding a
bicycle on a sunny afternoon.• Create smaller subgroups of
your list based on personal or
behavioral data.
#INBOUND13
WHY SEGMENT
YOUR LIST?
4 out of 10
subscribers reported that they’ve
marked emails as spam simply
because they were irrelevant.
MarketingSherpa, 2011
YOUR BUYERS ARE NOT
ALL THE SAME.
STOP TREATING THEM LIKE THEY ARE.
DELIVERING THE
RIGHT MESSAGE
THE KEY TO SUCCESSFUL
EMAIL MARKETING IS:
TO THE RIGHT
PERSON
AT THE RIGHT
TIME
HOW DO I KNOW IF I
SHOULD BE
SEGMENTING OR NOT?
YOU SHOULD
ALWAYS BE
SEGMENTING.
Unless you’re just getting started
& have a very small list…
50%more clicks than their
unsegmented counterparts.
MarketingSherpa, 2011
Segmented emails get
#INBOUND13
HOW TO
APPROACH
SEGMENTATION
START BY DEVELOPING PERSONAS.
This is Marketing Mary. She works at a
mid-sized business where she is
responsible for lead generation for her
sales team. Mary’s primary concerns
are staying on top of the latest
marketing techniques and proving the
ROI of her efforts to her boss.
Developing Personas
This is Owner Ollie. He runs his own
business, so he’s responsible for the
marketing, sales, finances… and
taking out the trash every now and
then. Ollie’s primary concern is
successfully growing his business with
the little time and resources he has.
Developing Personas
YOUR CONTACTS ARE AT
DIFFERENT STAGES OF
THE SALES CYCLE.
DEFINE YOUR LIFECYCLE STAGES.
Lifecycle Stages
Building Your Lists
Ask yourself:
• What criteria can I use to
define each of my segments?
• What data do I have to
categorize my leads?
Building Your Lists Then:
• Decide how to group that data
• Use that criteria to build out
targeted lists
Ideas for Segmenting Your List
• Geography
• Age
• Gender
• Persona
• Organization Type
• Industry
• Job Function
• Seniority Level
• Past Purchases
• Purchase Interests
• Buying Frequency
• Purchase Cycle
• Content Topic
• Content Format
• Interest Level
• Education Level
• Content
Engagement Level
• Buyer Behavior
• Change in Sales Cycle
• Email Type
• Satisfaction Index
• In-Store vs. Web Visitors
• Shopping Cart
Abandonment
• Form Abandonment
• Usage
SO YOU’VE SLICED AND
DICED YOUR LIST.
NOW WHAT?
3 Determine what to send.
ALIGN YOUR CONTENT
WITH YOUR GOALS.
Content for Lead Generation
Content for Lead Nurturing
MAP YOUR CONTENT.
Content mapping is when you
target your email content to each
segment based on their goals,
needs, & interests.
What is Content Mapping?
MARKETING IS ABOUT CONTENT + CONTEXT.
CONTEXT
Segmentation gives you the
you need to send
the right content
to the right people.
#INBOUND13
WHAT TYPES OF
CONTENT
SHOULD I SEND?
Be Creative!
You can send:
• Ebooks
• Webinar invites
• Blog posts
• Product updates
• Videos
• Surveys
Determine what
content does best
with your audience.
• What content topics do they prefer?
• What content formats do they prefer?
• What content length do they prefer?
4 Create optimized emails.
#INBOUND13
COMPONENTS OF
AN OPTIMIZED
EMAIL
Subject line
Sender name
Personalization
Body copy
Image
Call-to-action
Social sharing buttons
Unsubscribe link
Mobile Optimization
Components of an Optimized Email
SUBJECT LINE
WHY IS THIS
IMPORTANT?
You need to grab the
reader’s attention.
1
SUBJECT LINE
• Address your readers’ concerns
• Personalize
• Use actionable language
• Be explicit
• Strive for clarity over persuasion
• Be brief
“Ready to save time on your marketing?”
“Is your website leaking traffic?”
“How to Nurture Your Leads More Effectively”
“[Free Ebook] How to Grow Your Business Blog”
“Join us on our free SEO Experts webinar”
“How HubSpot’s marketing can be more efficient”
1
SENDER NAME
WHY IS THIS
IMPORTANT?
You need to
build trust.
2
SENDER NAME
• Send emails from an actual
person
• Sign the email from that person
• Add the sender’s picture to the
bottom of the email
• Experiment with different sender
names (ebook author vs. CEO)
2
PERSONALIZATION
WHY IS THIS
IMPORTANT?
You need to make your
emails relevant.
3
• Address emails to the person’s
name
• Include relevant demographic or
behavioral information
 Company name
 Location
 Role at company
 Pages viewed
 Items previously purchased
• Be creative!
PERSONALIZATION3
WHY IS THIS
IMPORTANT?
You need to make your
emails concise &
compelling.
BODY COPY4
• Clearly convey what the offer is
& why it’s valuable
• Use brief, compelling language
• Use short paragraphs & bullet
points to break up text visually
• Make it interesting
 Tell a story
 Use statistics
 Use strong language
BODY COPY4
WHY IS THIS
IMPORTANT?
You need to make your
emails visually
compelling.
IMAGE5
• Make your images relevant
• Choose visually compelling
images to capture attention
• Match the image with your offer
IMAGE5
WHY IS THIS
IMPORTANT?
You want your readers to
click through
& convert.
CALL-TO-ACTION6
• Include a primary, focused call-
to-action
• Make your CTA prominent &
visually distinctive
• Write CTA copy that is:
 Clear (“download”, “register”)
 Urgent (“now”, “today”)
 Friendly (“join us”, “get your”)
• Include multiple links & buttons
CALL-TO-ACTION6
SOCIAL SHARING
WHY IS THIS
IMPORTANT?
You want to encourage
your readers to share.
z7
• Make it easy for readers to share
your offers with their networks
 Expands your reach
 Generates new leads
• Pre-populate your social sharing
links with optimized copy
SOCIAL SHARING7
WHY IS THIS
IMPORTANT?
You want your readers
to want to hear
from you
… and it’s illegal not to.
UNSUBSCRIBE LINK8
• Comply with CAN-SPAM laws
• Don’t trick people into staying on
your list
• Makes your open rates & CTRs
more accurate
• If they can’t unsubscribe, they’ll
mark as SPAM
UNSUBSCRIBE LINK8
MOBILE-OPTIMIZED
WHY IS THIS
IMPORTANT?
You want your emails to
display nicely across all
devices.
9
• Design your emails to adapt to
whatever device your readers are on
• Optimize for the best mobile user
experience possible
• Don’t miss a chance to convert a
lead
MOBILE-OPTIMIZED9
5 A/B test your emails.
#INBOUND13
WHY A/B TESTING
IS IMPORTANT
EMAIL MARKETING SHOULD NOT BE A GUESSING GAME.
There’s a
science to it.
A/B testing is an
email marketer’s
most powerful weapon.
6 Steps to Optimize Your Emails for Higher Click-Through Rates and Conversions - Sarah Goliger, #INBOUND13
#INBOUND13
HOW TO
APPROACH
A/B TESTING
Make sure you’re only testing one variable at a time.
Only run two variations at once.
Every A/B test should have a clear goal.
Some Guiding Principles
#INBOUND13
HOW TO SET UP
AN A/B TEST
Split your list in half
randomly & create an
email variation for each.
Variation A Variation B
HubSpot’s A/B
testing tool
• Choose your A/B test size
• Winner automatically chosen
• Select metric by which to
choose winner
How do I decide
what % to test?
• Will largely depend on the size
of your list
• Total list size must be >1,000
for HubSpot’s tool
• Make sure your test sizes are
enough to yield statistical
significance
#INBOUND13
WHAT SHOULD I
A/B TEST?
72%of email marketers are running
tests for their subject line.
MarketingSherpa, 2011
OFFER
0.8% CTR 1.4% CTR
FORMAT
1.4% CTR 3.1% CTR
SENDER NAME
10.2% Open Rate 12.7% Open Rate
SEND TIME
17.7% Open Rate 19.3% Open Rate
LANDING PAGE
49.4% Conversion Rate 51.8% Conversion Rate
OTHER IDEAS
Offer
• Topic
• Format
• Length/Size
• Name
Landing Page
• Description
• Length
• Image/Preview
• Form Placement
• Number of Form Fields
• Which Form Fields
• Form “Submit” Button Text
Format
• Plain Text vs. HTML
• Content in Text vs. Images
• Number of Calls to Action
• Length of Email
Timing & Frequency
• Day of Week
• Time of Day
• Triggered by Behavior
• Frequency
Sender Name/Address
• Consistent vs. Changing
• Person vs. Company
• Category-Related Name
• Familiar vs. Unfamiliar
Audience
• Interest
• Persona
• Recency or Level of
Engagement
• Other Demographics
• Lifecycle Stage
6 Measure your results.
It’s not enough to just be measuring
your open rates & click-through rates.
You should be tying all of your efforts
back to your higher-level goals.
#INBOUND13
WHAT METRICS
SHOULD I TRACK?
Click-through rate & open rate
Bounce rate
Unsubscribe rate
# new leads from email
Lead-to-customer conversion rate*
*for lead nurturing efforts
Email Metrics to Measure
Monthly Email Reporting
Is my average click-through rate going up or down? Why?
Did I generate more or fewer leads from email marketing
this month? Why?
Did my lead-to-customer conversion rate increase or
decrease? Why?
What can I do to increase all of these metrics next
month?
How to Think About This Data Strategically
#INBOUND13
IN SUMMARY…
IDENTIFY STRONG GOALS. STAY FOCUSED ON THEM.
1.
IDENTIFY STRONG EMAIL GOALS.1. SEGMENT YOUR LIST. USE YOUR DATA WISELY.
2.
DETERMINE WHAT TO SEND. MAKE IT RELEVANT.
3.
CREATE YOUR EMAILS. OPTIMIZE EVERYTHING.
4.
ALWAYS BE A/B TESTING. LEARN WHAT WORKS.
5.
6. MEASURE YOUR RESULTS. ACHIEVE YOUR GOALS.
THANK YOU.
@sarahbethgo #inbound13
QUESTIONS?
#INBOUND13
Reminder:
Please fill out the
session survey in
the INBOUND
mobile app.

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