Miami will not be for me this year (maybe Germany?) but luckily I have my man on the spot.
Here is what he reports.
Kenny Van Beeck from Emailgarage met Flint (see picture) 2 years ago, and he writes that every single one of his courses are still an enlightening experience to him.
“The scientific approach on email marketing effectiveness is not only efficient; it also gives you a clear view and a reference method on each email marketing approach you are setting up”.
Here are some key findings on this workshop as Kenny reports them in a nice overview:
- People don’t buy from websites, they buy from people. Use that feeling into your website.
- Clarity trumps persuasion.
- Too many of the emails look likes magazine ads. The problem is that many emails are created by agencies that are used to create paper ads.
- Email marketing effectiveness has to follow this three step approach:
– Optimizing capture forms
– Creating effective and relevant emails
– Creating optimal landing pages
Here are some general rules for each one of them:
Optimizing capture forms
- Use quantity to promote your company, product or services. Quality has to be proved by others.
- Don’t use buttons like: Click here, Submit now … but use: Get your free product, Get your valuable content now.
- Only use images if they add value to the site or guide your users to the important copy.
- Minimizing friction elements is one of the most effective ways to increase conversion.
– Make your web forms look short
– Limit the minimum amount of information
Creating effective and relevant emails
- The most important goal of an email is to generate the click.
- The first 2 lines of the email are the most important in reflecting the relevance of the email.
- The frequency of email sending is directly influenced by the relevance of the email message.
- Testing is the only way to determine what your optimal frequency is.
- Frequency can differ according to a specific target group on your list.
- Don’t tell the same story in the email and the landing page. The email needs to motivate people to generate the click and start the conversation.
- The relevance of the subject line improves the opened rate. The relevance of the body copy increases the click-through rate.
Landing Page optimization
- The headline must convince the reader within 2 seconds to read the first paragraph.
- When creating a landing page, always ask yourself:
– What is the objective?
– What is the best way to achieve my objective?
- The value proposition is the answer to the relevance question of every email:
”If I am your ideal customer. Why should I buy from you, instead of any of your competitors?” If you cannot formulate a value proposition, every optimizing process is useless. “We are the only company… “are maybe the most important words in a value proposition.
- You’ve got 7 seconds to convince a visitor to spend more time on the landing page.
And you have to give him have an answer to his questions:
– Where am I?
– What can I do here?
– What should I do here?
- Minimize navigation on the landing page.
- A two-column lay-out is rarely effective for a landing page.
- Sometimes it’s better to radically re-design a landing page instead of trying to fix it.
- 2 elements contribute to friction: length and difficulty.
More from Kenny, and from MarketingSherpa’s Email Marketing Summit 2010, coming soon!
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