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Track: Email Marketing 
#CNX14 
#CNX14 
The Strategic Formula for Email 
Conversion Success 
Jon Powell, 
Sr. Manager, Executive Research and Development 
MECLABS 
@JonPowell31
Track: Email Marketing 
#CNX14 
Three Experiments 
The Strategic Formula for Email Conversion Success
Track: Email Marketing 
#CNX14 
Experiment 1 
Version A Vs. Version B 
42% 
In Click Rate
Track: Email Marketing 
#CNX14 
Experiment 2 
Vs. Version A Version B 
46% 
In Purchase Rate 
20% 
In Click Rate
Track: Email Marketing 
#CNX14 
Experiment 3 
Version A Vs. Version B 
621% 
In Purchase Rate
Track: Email Marketing 
#CNX14 
What went wrong?
Track: Email Marketing 
#CNX14 
Isn’t it good to provide more options for the 
customer? 
What if they’re not interested in the main 
product/service that I’m featuring? 
What if they don’t have enough information about 
the offer?
Track: Email Marketing 
#CNX14 
Consumer Behavior 
• The human sensory system sends 
the brain about 11,000,000 bits of 
information each second. 
• The actual amount of information 
our conscious mind can handle 
has been estimated to be 
somewhere between 16 and 50 
bits per second. 
Source: Mlodinow, Leonard. (2012) Subliminal: How Your Unconscious Mind Rules Your Behavior. Pantheon Books.
Track: Email Marketing 
#CNX14 
Consumer Behavior 
• The human sensory system sends 
the brain about 11,000,000 bits of 
information each second. 
The mind will make itself up without our 
consent; helping us in some instances, 
• The actual amount of information 
our conscious mind can handle 
has been estimated to be 
somewhere between 16 and 50 
bits per second. 
confusing us in others. 
Source: Mlodinow, Leonard. (2012) Subliminal: How Your Unconscious Mind Rules Your Behavior. Pantheon Books.
Track: Email Marketing 
#CNX14 
Consumer Behavior 
• Since the early 1800s, scientists 
have been uncovering laws of 
mental processing through classic 
experimentation, from E. H. 
Weber’s discovery (1834) on 
sense to William Carpenter’s 
thesis on unconscious thought 
(1874). 
Source: Mlodinow, Leonard. (2012) Subliminal: How Your Unconscious Mind Rules Your Behavior. Pantheon Books.
Track: Email Marketing 
#CNX14 
Consumer Behavior 
There are hundreds of documented 
• Since the early 1800s, scientists 
have been uncovering laws of 
mental processing through classic 
experimentation, from E. H. 
Weber’s discovery (1834) on 
sense to William Carpenter’s 
thesis on unconscious thought 
(1874). 
studies that demonstrate the 
influence of the unconscious mind on 
human behavior. 
Source: Mlodinow, Leonard. (2012) Subliminal: How Your Unconscious Mind Rules Your Behavior. Pantheon Books.
Track: Email Marketing 
#CNX14 
Science-based 
Optimization Institute 
Conducts both primary and secondary 
media and messaging research and 
strategy from actual behavioral tests with 
real customer data. 
20 years of active research, including 
over: 
• 20,000 sale path experiments 
• 1 billion tested emails 
• 500,000 executive interviews 
• 2,200 brand-side case studies
Track: Email Marketing 
#CNX14 
Science-based 
Optimization Institute 
Conducts both primary and secondary 
media and messaging research and 
strategy from actual behavioral tests with 
real customer data. 
People make the same type of judgments 
in the digital experience as they do in the 
physical experience. 
20 years of active research, including 
over: 
• 20,000 sale path experiments 
• 1 billion tested emails 
• 500,000 executive interviews 
• 2,200 brand-side case studies
Track: Email Marketing 
#CNX14 
The Digital Dating Experience 
Did You know? 
For ladies, the type of profile photo 
displayed has been tightly correlated 
with the likelihood that an initial 
message will result in an actual 
conversation. 
Source: Rudder, Christian. (2009-2014) The 4 Big Myths of Profile Pictures. http://blog.okcupid.com/index.php/the-4-big-myths-of-profile-pictures/
Track: Email Marketing 
#CNX14 
How can I ensure that my emails 
aren’t prematurely dismissed by 
customers while simultaneously 
maximizing response?
Track: Email Marketing 
#CNX14 
The Strategic Formula for Email Success 
eme = rv(of + i) – (f + a) © 
eme = email messaging effectiveness index 
rv = Relevance to the consumer 
of = Immediate offer force 
i = Incentive to take action 
f = Friction elements in the email 
a = Anxiety elements in the email
Track: Email Marketing 
#CNX14 
The Strategic Formula for Email Success
Track: Email Marketing 
#CNX14 
eme = rv(of + i) – (f + a) © 
Today’s Focus 
Today we are going to focus on the 4 elements 
that don’t cost you anything to conduct.
Track: Email Marketing 
#CNX14 
Relevance (rv)
Track: Email Marketing 
#CNX14 
eme = rv(of + i) – (f + a) © 
Definition – The immediate compatibility of the email message to 
the recipient’s motivations. 
Relevance
Track: Email Marketing 
#CNX14 
Relevance eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Relevance 
Key Observations 
• Customers aren’t trying to open and click your emails, they are trying to eliminate 
them. 
• To prevent elimination, the most effective strategy a marketer can take is to ensure 
an immediate personal connection with the customer. This can be established on 
two levels: 
• A customer’s internal biases 
• A customer’s external events 
eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Case Studies 
From This 
PadiAct Takes Your Targeted Subscriptions 
to a New Level 
Don't Kill the Romance: 7 Email Marketing 
Buzzkills to Avoid 
Effective Marketing: It's All About Your 
Subscribers 
eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Case Studies 
To This 
PadiAct Jon, 
Takes Your Targeted Subscriptions 
to a New Level 
Jon, 
Don't Kill the Romance: 7 Email Marketing 
Buzzkills to Avoid 
Jon, 
Effective Marketing: It's All About Your 
Subscribers 
25% 
In Click-rate 
7% 
In Open-rate 
19% 
In Click-rate 
7% 
In Open-rate 
In 2nd Orders rate 25% 
In Click-rate 
3% 
In Open-rate 
eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Case Studies 
eme = rv(of+i) – (f+a) 
85% 
In Click-rate 
288% 
In Sales-rate
Track: Email Marketing 
#CNX14 
Case Studies 
From This 
eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Case Studies 
To This 
eme = rv(of+i) – (f+a) 
15% 
In Click-rate
Track: Email Marketing 
#CNX14 
Case Studies 
From This 
eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Case Studies 
To This 
eme = rv(of+i) – (f+a) 
100% 
In Click-rate 
90% 
In 2nd Orders Rate
Track: Email Marketing 
#CNX14 
Case Studies From This eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Case Studies To This 
eme = rv(of+i) – (f+a) 
410% 
In Click-rate 
13% 
In Daily Total Rev.
Track: Email Marketing 
#CNX14 
Meta-analysis eme = rv(of+i) – (f+a) 
Personalization 
100+ creative samples Brand-side studies 
300+ pages of data 
Controlled experiments 
To gain a greater understanding of relevance and personalization in email, we 
conducted a meta-analysis of all MarketingSherpa and MECLABS case studies that 
explicitly used terms such as “personalize,” “personalization,” and even 
“customization.”
Track: Email Marketing 
#CNX14 
Meta-analysis eme = rv(of+i) – (f+a) 
ROI 
Low High 
Simple Complex 
Installation Complexity 
Personalization 
Results revealed an 
area of personalization 
that offers the most 
potential gain for the 
least potential energy 
investment.
Track: Email Marketing 
#CNX14 
Furthermore, we also 
observed that one 
could double, even 
triple their ROI by 
simply combining 
these tactics into a 
single campaign. 
Meta-analysis 
Personalization 
Deeper analysis of that 
opportunity uncovered 
three consistent 
categories of tactics 
present in all 
campaigns achieving a 
significant ROI. 
www.meclabs.com/CNX2014 
eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Offer (of)
Track: Email Marketing 
#CNX14 
eme = rv(of + i) – (f + a) © 
Offer 
Definition – The value you promise in exchange for an action (i.e. a click)
Track: Email Marketing 
#CNX14 
Offer eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Offer 
Key Observations 
• You may think that the offer is the product that you want to sell. 
• In reality, however, the offer is the additional information a customer receives 
in exchange for a “click.” 
• What is the most effective way to get a click? 
• Is it to give them an entire product pitch? Or just part? 
• Is it to draw them through clever statements? Or just clarity? 
eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Case Studies 
Subject Lines 
From This 
[Known Audio Company] 
NEW Wave SoundTouch System | Free Shipping 
The New York Times 
Get Unlimited Access to NewYorkTimes.com with Home Delivery 
Barack Obama 
Stand with me today 
eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Case Studies 
Subject Lines 
[Known Audio Company] 
NEW 
Wave SoundTouch System | Free Shipping 
The New York Times 
Barack Obama 
Stand with me today 
To This 
product released just in time for the holidays 
Get Unlimited Free Access to NtheewYorkTimes.com Owinthlin Heome Delivery 
Hey 
eme = rv(of+i) – (f+a) 
52% 
In Revenue 
10% 
In Opens 
34% 
In clicks 
16% 
In Donation Revenue
Track: Email Marketing 
#CNX14 
Case Studies 
Preheaders 
From This 
eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Case Studies 
Preheaders 
To This 
eme = rv(of+i) – (f+a) 
104% 
In Click-Rate 
12% 
In Click-Rate
Track: Email Marketing 
#CNX14 
Case Studies 
Body Copy 
From This 
eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Case Studies 
Body Copy 
To This 
16% 
In Click-rate 
50% 
In Click-rate 
eme = rv(of+i) – (f+a) 
23% 
In Revenue
Track: Email Marketing 
#CNX14 
Case Studies 
Calls-to-action 
From This 
eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Case Studies 
13% 
In Click-rate 
Calls-to-action 
37% 
In Click-rate 
To This 
eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Friction (f)
Track: Email Marketing 
#CNX14 
eme = rv(of + i) – (f + a) © 
Definition – Psychological resistance to a given element anywhere in the 
email process. 
Friction
Track: Email Marketing 
#CNX14 
Friction 
Key Observations 
eme = rv(of+i) – (f+a) 
• We often generate unnecessary problems in our emails by the amount of 
content we have and/or the way we display it. To the customer, this is perceived 
as: 
• Unnecessary Difficulty 
• Unnecessary Length 
• In most cases, the objective is to minimize, not eliminate friction. If you 
eliminate all friction, you eliminate “the click.”
Track: Email Marketing 
#CNX14 
Case Studies 
Each of these case studies are a prime example of how unnecessary 
difficulty can significantly impact behavior. 
From This To This From This To This From This To This 
621% 
In Purchase Rate 
46% 
In Purchase Rate 
42% 
In Click Rate 
eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Case Studies 
Difficulty – Mobile 
From This 
eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Case Studies 
Difficulty – Mobile 
To This 
eme = rv(of+i) – (f+a) 
15% 
In Click-rate
Track: Email Marketing 
#CNX14 
Case Study 
Difficulty – Desktop 
From This 
eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Case Study 
Difficulty – Desktop 
To This 
Click here to learn more 
Click here to learn more 
eme = rv(of+i) – (f+a) 
11% 
In Click-rate
Track: Email Marketing 
#CNX14 
Case Studies 
Length 
From This eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Case Studies 
Length 
To This eme = rv(of+i) – (f+a) 
11% 
In Click-rate
Track: Email Marketing 
#CNX14 
Anxiety (a)
Track: Email Marketing 
#CNX14 
eme = rv(of + i) – (f + a) © 
Definition – Psychological concern stimulated by a given (or unaddressed) 
element in the email process. 
Anxiety
Track: Email Marketing 
#CNX14 
Anxiety They’re just hard water stains… 
eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Anxiety 
Key Observations 
• Anxiety is just as lethal to conversion as friction. 
• Try and mitigate anxiety rationally and you are likely to fail… 
eme = rv(of+i) – (f+a) 
• Though created from legitimate concern, its impact in the mind is often 
disproportionate to the reality of risk. 
• In email, anxiety is most often experienced as a form of intense “knee-jerk” 
skepticism and caution.
Track: Email Marketing 
#CNX14 
Case Studies 
From This 
Anxiety 
eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Case Studies 
To This 
60% 
In Click-Rate 
159% 
In Completion Rate 
From This 
Anxiety 
eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
From This To This 
252% 
In Email Conversion 
Rate 
152% 
In Revenue per email 
Case Study 
Anxiety 
eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Case Studies From This 
Anxiety 
eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Case Studies To This 
151% 
In Click-Rate 
Anxiety 
eme = rv(of+i) – (f+a)
Track: Email Marketing 
#CNX14 
Final Case Study
Track: Email Marketing 
#CNX14 
Final Case Study 
Brand: (Protected) 
Location: MarketingExperiments Research Library 
Protocol ID: TP20184 
Background: A company selling audio equipment and accessories. 
Goal: To significantly increase email click-through rate. 
Research Question: Which email copy approach will generate the highest click-through 
rate? 
Approach: A/B split test
Track: Email Marketing 
#CNX14 
Final Case Study Original
Track: Email Marketing 
#CNX14 
Final Case Study
Track: Email Marketing 
#CNX14 
Final Case Study
Track: Email Marketing 
#CNX14 
Final Case Study
Track: Email Marketing 
#CNX14 
Final Case Study
Track: Email Marketing 
#CNX14 
Final Case Study
Track: Email Marketing 
#CNX14 
Original Treatment
Track: Email Marketing 
#CNX14 
Final Case Study 
43%Increase in Purchases 
The email design that utilized the strategic formula produced a statistically significant 
increase in clicks, purchases and revenue. 
Email Design 
Click-through 
Rate 
Purchase 
Rate 
Revenue per 
Email 
Version A 0.6% 0.017% $0.044 
Version B 1.6% 0.024% $0.066 
% Relative Change: 167.6% 43.2% 48.2%
Track: Email Marketing 
#CNX14 
Summary
Track: Email Marketing 
#CNX14 
Summary 
Key Observations 
• Customers aren’t trying to open and click your emails, they are trying to 
eliminate them. 
• To prevent your emails from being prematurely dismissed by customers, you 
must significantly increase perceived value and significantly decrease perceived 
cost. 
• You can achieve this when you use the email effectiveness index as a strategic 
guide to optimizing and creating your email campaigns.
Track: Email Marketing 
#CNX14 
Free Bookmark and additional tools 
MECLABS.com/CNX2014 
• Get today’s slides immediately. 
• Get 18 additional case studies 
connected to the strategic formula. 
• Get free access to the recently 
captured presentation on email 
personalization. 
• Get $100 off on tickets to 
MarketingSherpa’s 2015 Email Summit.
Track: Email Marketing 
#CNX14 
Take the after-session survey! 
Take the Survey in 
the Connections 
2014 Mobile App 
Join the 
Conversation! 
Prizes! 
$50 
Starbucks 
Gift Card 
#CNX14 
Session speaker info 
@JonPowell31 
@MktgExperiments
Track: Email Marketing 
#CNX14 
Questions?
Track: Email Marketing 
#CNX14

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#CNX14 - The Strategic Formula for Email Conversion Success

  • 1. Track: Email Marketing #CNX14 #CNX14 The Strategic Formula for Email Conversion Success Jon Powell, Sr. Manager, Executive Research and Development MECLABS @JonPowell31
  • 2. Track: Email Marketing #CNX14 Three Experiments The Strategic Formula for Email Conversion Success
  • 3. Track: Email Marketing #CNX14 Experiment 1 Version A Vs. Version B 42% In Click Rate
  • 4. Track: Email Marketing #CNX14 Experiment 2 Vs. Version A Version B 46% In Purchase Rate 20% In Click Rate
  • 5. Track: Email Marketing #CNX14 Experiment 3 Version A Vs. Version B 621% In Purchase Rate
  • 6. Track: Email Marketing #CNX14 What went wrong?
  • 7. Track: Email Marketing #CNX14 Isn’t it good to provide more options for the customer? What if they’re not interested in the main product/service that I’m featuring? What if they don’t have enough information about the offer?
  • 8. Track: Email Marketing #CNX14 Consumer Behavior • The human sensory system sends the brain about 11,000,000 bits of information each second. • The actual amount of information our conscious mind can handle has been estimated to be somewhere between 16 and 50 bits per second. Source: Mlodinow, Leonard. (2012) Subliminal: How Your Unconscious Mind Rules Your Behavior. Pantheon Books.
  • 9. Track: Email Marketing #CNX14 Consumer Behavior • The human sensory system sends the brain about 11,000,000 bits of information each second. The mind will make itself up without our consent; helping us in some instances, • The actual amount of information our conscious mind can handle has been estimated to be somewhere between 16 and 50 bits per second. confusing us in others. Source: Mlodinow, Leonard. (2012) Subliminal: How Your Unconscious Mind Rules Your Behavior. Pantheon Books.
  • 10. Track: Email Marketing #CNX14 Consumer Behavior • Since the early 1800s, scientists have been uncovering laws of mental processing through classic experimentation, from E. H. Weber’s discovery (1834) on sense to William Carpenter’s thesis on unconscious thought (1874). Source: Mlodinow, Leonard. (2012) Subliminal: How Your Unconscious Mind Rules Your Behavior. Pantheon Books.
  • 11. Track: Email Marketing #CNX14 Consumer Behavior There are hundreds of documented • Since the early 1800s, scientists have been uncovering laws of mental processing through classic experimentation, from E. H. Weber’s discovery (1834) on sense to William Carpenter’s thesis on unconscious thought (1874). studies that demonstrate the influence of the unconscious mind on human behavior. Source: Mlodinow, Leonard. (2012) Subliminal: How Your Unconscious Mind Rules Your Behavior. Pantheon Books.
  • 12. Track: Email Marketing #CNX14 Science-based Optimization Institute Conducts both primary and secondary media and messaging research and strategy from actual behavioral tests with real customer data. 20 years of active research, including over: • 20,000 sale path experiments • 1 billion tested emails • 500,000 executive interviews • 2,200 brand-side case studies
  • 13. Track: Email Marketing #CNX14 Science-based Optimization Institute Conducts both primary and secondary media and messaging research and strategy from actual behavioral tests with real customer data. People make the same type of judgments in the digital experience as they do in the physical experience. 20 years of active research, including over: • 20,000 sale path experiments • 1 billion tested emails • 500,000 executive interviews • 2,200 brand-side case studies
  • 14. Track: Email Marketing #CNX14 The Digital Dating Experience Did You know? For ladies, the type of profile photo displayed has been tightly correlated with the likelihood that an initial message will result in an actual conversation. Source: Rudder, Christian. (2009-2014) The 4 Big Myths of Profile Pictures. http://blog.okcupid.com/index.php/the-4-big-myths-of-profile-pictures/
  • 15. Track: Email Marketing #CNX14 How can I ensure that my emails aren’t prematurely dismissed by customers while simultaneously maximizing response?
  • 16. Track: Email Marketing #CNX14 The Strategic Formula for Email Success eme = rv(of + i) – (f + a) © eme = email messaging effectiveness index rv = Relevance to the consumer of = Immediate offer force i = Incentive to take action f = Friction elements in the email a = Anxiety elements in the email
  • 17. Track: Email Marketing #CNX14 The Strategic Formula for Email Success
  • 18. Track: Email Marketing #CNX14 eme = rv(of + i) – (f + a) © Today’s Focus Today we are going to focus on the 4 elements that don’t cost you anything to conduct.
  • 19. Track: Email Marketing #CNX14 Relevance (rv)
  • 20. Track: Email Marketing #CNX14 eme = rv(of + i) – (f + a) © Definition – The immediate compatibility of the email message to the recipient’s motivations. Relevance
  • 21. Track: Email Marketing #CNX14 Relevance eme = rv(of+i) – (f+a)
  • 22. Track: Email Marketing #CNX14 Relevance Key Observations • Customers aren’t trying to open and click your emails, they are trying to eliminate them. • To prevent elimination, the most effective strategy a marketer can take is to ensure an immediate personal connection with the customer. This can be established on two levels: • A customer’s internal biases • A customer’s external events eme = rv(of+i) – (f+a)
  • 23. Track: Email Marketing #CNX14 Case Studies From This PadiAct Takes Your Targeted Subscriptions to a New Level Don't Kill the Romance: 7 Email Marketing Buzzkills to Avoid Effective Marketing: It's All About Your Subscribers eme = rv(of+i) – (f+a)
  • 24. Track: Email Marketing #CNX14 Case Studies To This PadiAct Jon, Takes Your Targeted Subscriptions to a New Level Jon, Don't Kill the Romance: 7 Email Marketing Buzzkills to Avoid Jon, Effective Marketing: It's All About Your Subscribers 25% In Click-rate 7% In Open-rate 19% In Click-rate 7% In Open-rate In 2nd Orders rate 25% In Click-rate 3% In Open-rate eme = rv(of+i) – (f+a)
  • 25. Track: Email Marketing #CNX14 Case Studies eme = rv(of+i) – (f+a) 85% In Click-rate 288% In Sales-rate
  • 26. Track: Email Marketing #CNX14 Case Studies From This eme = rv(of+i) – (f+a)
  • 27. Track: Email Marketing #CNX14 Case Studies To This eme = rv(of+i) – (f+a) 15% In Click-rate
  • 28. Track: Email Marketing #CNX14 Case Studies From This eme = rv(of+i) – (f+a)
  • 29. Track: Email Marketing #CNX14 Case Studies To This eme = rv(of+i) – (f+a) 100% In Click-rate 90% In 2nd Orders Rate
  • 30. Track: Email Marketing #CNX14 Case Studies From This eme = rv(of+i) – (f+a)
  • 31. Track: Email Marketing #CNX14 Case Studies To This eme = rv(of+i) – (f+a) 410% In Click-rate 13% In Daily Total Rev.
  • 32. Track: Email Marketing #CNX14 Meta-analysis eme = rv(of+i) – (f+a) Personalization 100+ creative samples Brand-side studies 300+ pages of data Controlled experiments To gain a greater understanding of relevance and personalization in email, we conducted a meta-analysis of all MarketingSherpa and MECLABS case studies that explicitly used terms such as “personalize,” “personalization,” and even “customization.”
  • 33. Track: Email Marketing #CNX14 Meta-analysis eme = rv(of+i) – (f+a) ROI Low High Simple Complex Installation Complexity Personalization Results revealed an area of personalization that offers the most potential gain for the least potential energy investment.
  • 34. Track: Email Marketing #CNX14 Furthermore, we also observed that one could double, even triple their ROI by simply combining these tactics into a single campaign. Meta-analysis Personalization Deeper analysis of that opportunity uncovered three consistent categories of tactics present in all campaigns achieving a significant ROI. www.meclabs.com/CNX2014 eme = rv(of+i) – (f+a)
  • 35. Track: Email Marketing #CNX14 Offer (of)
  • 36. Track: Email Marketing #CNX14 eme = rv(of + i) – (f + a) © Offer Definition – The value you promise in exchange for an action (i.e. a click)
  • 37. Track: Email Marketing #CNX14 Offer eme = rv(of+i) – (f+a)
  • 38. Track: Email Marketing #CNX14 Offer Key Observations • You may think that the offer is the product that you want to sell. • In reality, however, the offer is the additional information a customer receives in exchange for a “click.” • What is the most effective way to get a click? • Is it to give them an entire product pitch? Or just part? • Is it to draw them through clever statements? Or just clarity? eme = rv(of+i) – (f+a)
  • 39. Track: Email Marketing #CNX14 Case Studies Subject Lines From This [Known Audio Company] NEW Wave SoundTouch System | Free Shipping The New York Times Get Unlimited Access to NewYorkTimes.com with Home Delivery Barack Obama Stand with me today eme = rv(of+i) – (f+a)
  • 40. Track: Email Marketing #CNX14 Case Studies Subject Lines [Known Audio Company] NEW Wave SoundTouch System | Free Shipping The New York Times Barack Obama Stand with me today To This product released just in time for the holidays Get Unlimited Free Access to NtheewYorkTimes.com Owinthlin Heome Delivery Hey eme = rv(of+i) – (f+a) 52% In Revenue 10% In Opens 34% In clicks 16% In Donation Revenue
  • 41. Track: Email Marketing #CNX14 Case Studies Preheaders From This eme = rv(of+i) – (f+a)
  • 42. Track: Email Marketing #CNX14 Case Studies Preheaders To This eme = rv(of+i) – (f+a) 104% In Click-Rate 12% In Click-Rate
  • 43. Track: Email Marketing #CNX14 Case Studies Body Copy From This eme = rv(of+i) – (f+a)
  • 44. Track: Email Marketing #CNX14 Case Studies Body Copy To This 16% In Click-rate 50% In Click-rate eme = rv(of+i) – (f+a) 23% In Revenue
  • 45. Track: Email Marketing #CNX14 Case Studies Calls-to-action From This eme = rv(of+i) – (f+a)
  • 46. Track: Email Marketing #CNX14 Case Studies 13% In Click-rate Calls-to-action 37% In Click-rate To This eme = rv(of+i) – (f+a)
  • 47. Track: Email Marketing #CNX14 Friction (f)
  • 48. Track: Email Marketing #CNX14 eme = rv(of + i) – (f + a) © Definition – Psychological resistance to a given element anywhere in the email process. Friction
  • 49. Track: Email Marketing #CNX14 Friction Key Observations eme = rv(of+i) – (f+a) • We often generate unnecessary problems in our emails by the amount of content we have and/or the way we display it. To the customer, this is perceived as: • Unnecessary Difficulty • Unnecessary Length • In most cases, the objective is to minimize, not eliminate friction. If you eliminate all friction, you eliminate “the click.”
  • 50. Track: Email Marketing #CNX14 Case Studies Each of these case studies are a prime example of how unnecessary difficulty can significantly impact behavior. From This To This From This To This From This To This 621% In Purchase Rate 46% In Purchase Rate 42% In Click Rate eme = rv(of+i) – (f+a)
  • 51. Track: Email Marketing #CNX14 Case Studies Difficulty – Mobile From This eme = rv(of+i) – (f+a)
  • 52. Track: Email Marketing #CNX14 Case Studies Difficulty – Mobile To This eme = rv(of+i) – (f+a) 15% In Click-rate
  • 53. Track: Email Marketing #CNX14 Case Study Difficulty – Desktop From This eme = rv(of+i) – (f+a)
  • 54. Track: Email Marketing #CNX14 Case Study Difficulty – Desktop To This Click here to learn more Click here to learn more eme = rv(of+i) – (f+a) 11% In Click-rate
  • 55. Track: Email Marketing #CNX14 Case Studies Length From This eme = rv(of+i) – (f+a)
  • 56. Track: Email Marketing #CNX14 Case Studies Length To This eme = rv(of+i) – (f+a) 11% In Click-rate
  • 57. Track: Email Marketing #CNX14 Anxiety (a)
  • 58. Track: Email Marketing #CNX14 eme = rv(of + i) – (f + a) © Definition – Psychological concern stimulated by a given (or unaddressed) element in the email process. Anxiety
  • 59. Track: Email Marketing #CNX14 Anxiety They’re just hard water stains… eme = rv(of+i) – (f+a)
  • 60. Track: Email Marketing #CNX14 Anxiety Key Observations • Anxiety is just as lethal to conversion as friction. • Try and mitigate anxiety rationally and you are likely to fail… eme = rv(of+i) – (f+a) • Though created from legitimate concern, its impact in the mind is often disproportionate to the reality of risk. • In email, anxiety is most often experienced as a form of intense “knee-jerk” skepticism and caution.
  • 61. Track: Email Marketing #CNX14 Case Studies From This Anxiety eme = rv(of+i) – (f+a)
  • 62. Track: Email Marketing #CNX14 Case Studies To This 60% In Click-Rate 159% In Completion Rate From This Anxiety eme = rv(of+i) – (f+a)
  • 63. Track: Email Marketing #CNX14 From This To This 252% In Email Conversion Rate 152% In Revenue per email Case Study Anxiety eme = rv(of+i) – (f+a)
  • 64. Track: Email Marketing #CNX14 Case Studies From This Anxiety eme = rv(of+i) – (f+a)
  • 65. Track: Email Marketing #CNX14 Case Studies To This 151% In Click-Rate Anxiety eme = rv(of+i) – (f+a)
  • 66. Track: Email Marketing #CNX14 Final Case Study
  • 67. Track: Email Marketing #CNX14 Final Case Study Brand: (Protected) Location: MarketingExperiments Research Library Protocol ID: TP20184 Background: A company selling audio equipment and accessories. Goal: To significantly increase email click-through rate. Research Question: Which email copy approach will generate the highest click-through rate? Approach: A/B split test
  • 68. Track: Email Marketing #CNX14 Final Case Study Original
  • 69. Track: Email Marketing #CNX14 Final Case Study
  • 70. Track: Email Marketing #CNX14 Final Case Study
  • 71. Track: Email Marketing #CNX14 Final Case Study
  • 72. Track: Email Marketing #CNX14 Final Case Study
  • 73. Track: Email Marketing #CNX14 Final Case Study
  • 74. Track: Email Marketing #CNX14 Original Treatment
  • 75. Track: Email Marketing #CNX14 Final Case Study 43%Increase in Purchases The email design that utilized the strategic formula produced a statistically significant increase in clicks, purchases and revenue. Email Design Click-through Rate Purchase Rate Revenue per Email Version A 0.6% 0.017% $0.044 Version B 1.6% 0.024% $0.066 % Relative Change: 167.6% 43.2% 48.2%
  • 76. Track: Email Marketing #CNX14 Summary
  • 77. Track: Email Marketing #CNX14 Summary Key Observations • Customers aren’t trying to open and click your emails, they are trying to eliminate them. • To prevent your emails from being prematurely dismissed by customers, you must significantly increase perceived value and significantly decrease perceived cost. • You can achieve this when you use the email effectiveness index as a strategic guide to optimizing and creating your email campaigns.
  • 78. Track: Email Marketing #CNX14 Free Bookmark and additional tools MECLABS.com/CNX2014 • Get today’s slides immediately. • Get 18 additional case studies connected to the strategic formula. • Get free access to the recently captured presentation on email personalization. • Get $100 off on tickets to MarketingSherpa’s 2015 Email Summit.
  • 79. Track: Email Marketing #CNX14 Take the after-session survey! Take the Survey in the Connections 2014 Mobile App Join the Conversation! Prizes! $50 Starbucks Gift Card #CNX14 Session speaker info @JonPowell31 @MktgExperiments
  • 80. Track: Email Marketing #CNX14 Questions?

Editor's Notes

  1. The point? We highly value things that we consider our own, or closely associated with who we are or who we want to be.
  2. The point? We inherently associate value with certain stimuli, language, etc