B2B Email Messaging: How to maximize the quality of your leads with carefully crafted email messaging Presenter: Dr. Flint McGlaughlin
About the Presenter Dr. Flint McGlaughlin – Managing Director, MECLABS Flint McGlaughlin is the Managing Director of MECLABS. The organization has partnered with key market leaders including, The New York Times , Microsoft Corporation, and Reuters Group. Dr. McGlaughlin also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (UK), as the Chairman of the Board of Governors for St. Stephen’s University, and as a Trustee for Westminster Theological Centre. Dr. McGlaughlin originally studied Philosophy and Theology at the University of London’s Specialist Jesuit College. Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources. #webclinic
An Experiment
Experiment: Background Experiment ID: Email Messaging Test Location: MarketingExperiments Research Library Research Notes: Background: Largest physician-only social network which offers its knowledge base to pharmaceutical companies. Goal: To increase email clickthrough from rented list to landing page. Primary research question: Which email will generate the highest clickthrough rate? Approach: Multifactor sequential (year-to-year) test.** 4
Experiment: Email Control Company Value is buried in second paragraph and at top above the eye-path. Offer in email is for a 30- minute demo. Call-to-action requires a relatively high commitment. 5
Experiment: Email Treatment Company Name Number Name Value is clearly communicated in headline Name and first paragraph Name Less commitment required in offer and call-to-action. Name Name 6
Experiment: Side-by-side Control Treatment Company Name Company Number Nam e Name Name 7
Experiment: Results 104% Increase in Conversion The Treatment generated a 104% higher clickthrough rate. Versions Clickthrough Rate Relative difference Control 1.55% - Treatment 3.16% 104% What you need to understand : By changing the messaging of the email to reflect Sermo’s value proposition, we were able to generate a 104% lift in clickthrough rate. 8
Three Common Errors in B2B Email Today, we will walk through THREE of the most common errors in B2B email marketing, and apply these key insights live to audience-submitted campaigns. 9
Error #1: Macro Distortion
Error #1: The macro-conversion Compa ny Name Num ber Company Name Number N a m e N a m e N a m e N a m e N a m e N a m e Nam e Email Landing Page (CTR) (CVR) 11
Error #1: The micro-conversions Compa ny Name Num ber Company Name Number N a m e N a m e N a m e N a m e N a m e N a m e Nam e Subject Line Headline Headline Sub-headline First paragraph First paragraph Body Body Call-to-action Call-to-action Email Landing Page 12
Error #1: The micro-conversions Email Subject Line Company Name Number Name Name Name Name Name 13
Error #1: The micro-conversions Email Subject Line Company Name Number Name Headline Name Name Name Name 14
Error #1: The micro-conversions Email Subject Line Company Name Number Name Headline Name Name First Two Inches Name Name 15
Error #1: The micro-conversions Email Subject Line Company Name Number Name Headline Name Name First Two Inches Body Name Name 16
Error #1: The micro-conversions Email Subject Line Company Name Number Name Headline Name Name First Two Inches Body Name Name CTA 17
Error #1: The micro-conversions Landing Page Company Name Number Headline Name Name 18
Error #1: The micro-conversions Landing Page Company Name Number Headline Name First Two Inches Name 19
Error #1: The micro-conversions Landing Page Company Name Number Headline Name First Two Inches Name Body 20
Error #1: The micro-conversions Landing Page Company Name Number Headline Name First Two Inches Name Body CTA 21
Error #1: The micro-conversions Email LP Subject Line Headline Sub-headline Headline First First Paragraph Paragraph Body Body CTA CTA 22
Error #2: Conflated Objectives
Error #2: Conflated objectives Email Subject Line LP Headline Headline Note: At each stage in First Two the email journey, you Inches should only sell the next First Two micro-conversion. Inches Body Body CTA CTA 24
Error #2: Conflated objectives Not This But This Email Email Subject Line Subject Line Landing Page Landing Page Headline Headline Headline Headline First Two First Two Inches Inches First Two First Two Inches Inches Body Body Body Body CTA CTA CTA CTA 25
Error #2: Conflated objectives Not This Instances of Conflation: Company • IOC #1: Sells the 30- minute demo in first paragraph • IOC #2: Starts selling “online tools” before explaining benefits • IOC #3: Asks reader to get started when they may not be ready to start 26
Error #2: Conflated objectives But This Company Name Number Name • Each section of the page guides the reader Name through a logical series Name of micro-conversions Name Name 27
Error #2: Conflated objectives Not This • Little to no value in headline and first two inches. • At least two competing calls-to-action. 28
Error #2: Conflated objectives But This Re: The Research Results You Requested Dear MarketingExperiments Subscriber, As the Director of MECLABS Group, I felt it was important to personally inform you regarding one of the most significant breakthroughs in the history of our paid search experimentation. • Each section of the In this study, we were able to reduce cost by 35% and yet increase conversion by 300%. You can find out more by clicking here. page guides the reader through a logical series Perhaps this breakthrough will help you improve your paid search ROI. of micro-conversions Dr. Flint McGlaughlin Director MECLABS Group P.S. This link will only be active for 24 hours; we are trying to get this information to our subscribers before it reaches the media. 29
Your email might be conflated if… Your email says exactly what’s on the landing page. Your email takes more than 30 seconds to read from beginning to end. Your email looks and feels just like a Web page. Your email looks and feels like a magazine. Your email has more than one central call-to-action. 30
Error #3: Assumed Value
Error #3: The value exchange fulcrum Note: At each micro- conversion in the email journey, there is a value Perceived Cost Perceived Value exchange. For each micro- conversion, we must calculate and deliver the needed perceived value for the prospect to move to the next micro- conversion. 32
Error #3: Derivative value propositions The Value Proposition Spectrum PROCESS-LEVEL Question : Why should your ideal prospect buy from you rather than any of your competitors? PRODUCT-LEVEL PRODUCT PRODUCT #1 #1 Question : Why should [PROSPECT A] buy from PRODUCT PRODUCT you rather than any of your competitors? #2 #2 PROSPECT-LEVEL Question : Why should [PROSPECT A] buy this PRODUCT product rather than any other product? PRODUCT #3 #3 Central Value Question : Why should [PROSPECT A] Proposition click this PPC ad rather than any PPC ad? PRODUCT PRODUCT #4 #4 Prospect B PRODUCT #4 PRODUCT #1 1 PRODUCT PRODUCT #2 #3 2 Conversion steps 3 associated with a specific product 33
Error #3: Assumed value Not This Company • Where’s the value? 34
Error #3: Assumed value But This Company Name Number Name • Each micro-conversion Name step provides just enough value to move Name the prospect to the next one. Name Name 35
Audience Group Activity: Live Optimization
Submission #1 Subject Line : Get 2 Months of Water at Your Facility for No Charge 37
Submission #2 Subject Line: 7 ways to help your people, of all ages, work together 38
Submission #3 Subject Line: Don't Miss! Act Today - Gain Valuable Insights, Plus a $20 Gift Card 39
B2B Email Messaging: How to maximize the quality of your leads with carefully crafted email messaging Presenter: Dr. Flint McGlaughlin
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