Email Templates How the No. 1 maker of mobile accessories tweaked promo emails to produce a 152% increase in revenue per email Jess Jessic ica Andreasen Jon Jon Powell Digital Marketing Manager Senior Executive Content Writer ZAGG MECLABS
Session Speaker Jessica Andreasen Digital Marketing Manager ZAGG Jessica Andreasen is the email marketing expert on ZAGG's Internet marketing team and has been in the trenches of this fast- evolving email space for the past seven years. She has worked with Spark Networks, Overstock.com and @jessandreasen FamilyLink.com. Leveraging her creative and analytical sides, Andreasen has a track record of optimizing deliverability, targeted segmenting, testing and nurturing programs. 2
From “backyard workshop” (2005) to publicly traded (2007) Rated No. 1 U.S. mobile accessories company Products available at all major retailers
Discount Fatigue “As retailers succumb to a near - constant state of discounting, customers have become numb to those discounts … it takes such a large discount to even get our attention now.” -E-commerce site owner Source : USA Today , Dec. 19, 2013
Discount Fatigue “I delete so many emails … unless it’s something specific that I’m looking for, I don’t even read it. It just becomes noise.” -Consumer Source : USA Today , Dec. 19, 2013
For the executive team 252% Revenue Per Email Conversion Rate 152% Revenue per Email Time
` Large Promo Headline Sub-headline with key details about the promo Primary call-to-action Promo o detail il expla plana nation ion heade der Secondary call-to-action PRODUCT NAME BANNER AD • Benefit 1 here HEADLINE • Benefit 2 here USUALLY TYPED RIGHT HERE Banner Ad CTA
ZAGG Inc
ZAGG Inc
We wanted our effort to be as much data driven as designer driven, so our first conversation was with the Web development team.
A new ap approach came or organic icall lly as a result, leading ultimately to four tw tweaks that needed to be made to our email template.
1 Call-to-Action Amount, Location Instead of having two of the same calls-to-action, we reduced it to one
1 Call-to-Action Amount, Location Instead of having two of the same calls-to-action, we reduced it to one
2 Introduction Copy We decided to add narrative-style introduction copy
2 Introduction Copy We decided to add narrative-style introduction copy
3 Supporting Content We decided to remove the explanation header and increase the text size
3 Supporting Content We decided to remove the explanation header and increase the text size
4 Email Banner Ad(s) We decided to eliminate space traditionally allocated to one or two ads
4 Email Banner Ad(s) We decided to eliminate space traditionally allocated to one or two ads
From this To this
To this THANK YOU First, the design template for being a loyal customer needed to dis isarm th the <Name> , thank you for being a ZAGG customer for over 1 year! We’re so happy you’re a part of the ZAGG family and want to celebrate by giving you a gift. For the next customer. cu few days, purchase anything on the site over $9.99 and choose any one of the below items for free! Spend over $9.99 And get one Of these Products We attempted this by FREE! removing multiple calls-to- Choose Your Gift >> action and additional ad(s).
THANK YOU for being a Second, the design template loyal customer <Name> , thank you for being a ZAGG customer for over 1 needed to connect with ith th the year! We’re so happy you’re a part of the ZAGG family and want to celebrate by giving you a gift. For the next few days, purchase anything on the site over $9.99 and choose any one of the below items for free! cu customer. Jon , thank you … Spend over $9.99 And get one Of these Products FREE! … over 1 year … We attempted this by adding Choose Your Gift >> text and personalization.
Over 1 year Third, the design template still THANK YOU needed to deliv liver valu alue to o th the for being a loyal customer cu customer. <Name> , thank you for being a ZAGG customer for over 1 year! We’re so happy you’re a part of the ZAGG family and want to celebrate by giving you a gift. For the next few days, purchase anything on the site over $9.99 and Over 2 years choose any one of the below items for free! Spend over $9.99 We attempted this by and get one of these Products enlarging and simplifying text FREE! Over 3 years Choose Your Gift >> as well as programming a personalized image of award choices.
The promo was THANK YOU for being a inserted and loyal customer the campaign <Name> , thank you for being a ZAGG customer for over 1 year! We’re so happy you’re a part of the ZAGG family and want to celebrate by giving you a gift. For the next few days, purchase anything on the site over $9.99 and choose any one of the below items for free! launched. Spend over $9.99 And get one Of these An email click Products FREE! sent customers Choose Your Gift >> to a landing page template.
The page template 152% matches email il In Revenue Per Email personalization by adjusting 252% available choices In Conversions and the awards seal image.
Can these principles be applied to ? other promo campaign templates?
Sent 2/5/2014 Even though this recent promo addressed a wider audience, we still applied discoveries to ensure that the template wasn’t getting in in th the way y of our main message.
1. To help disarm , we used on one e prim rimary ry cal all-to to-action and placed it belo elow th the fol old to prevent customers from dismissing it as an everyday promo.
2. To help connect , , we res eserved sp spac ace in in th the … on gifts for your hea eadline and im image se section loved ones (and to let customers know why yourself). we are interrupting them.
3. And to deliver value, we ensured that mai ain im imagery ry Most discounts had ad en enough sp spac ace to show end at 11:59 p.m. product details and we ad added ed text xt ab above th the call all-to to-action to give the “surprise” factor credibility.
Summary of discoveries • Collaboration is often the critical catalyst to great change. • A template needs to be data driven as well as designer driven. • A template can’t get in the way of what you need to say. To help prevent this, we: • Design to dis isarm, • Design to con onnect, then • Design to deliv eliver
Connect with us • A copy of the slides • Questions about Je Jessic ica Andreasen Jon Jon Powell jessica@zagg.com jon.powell@meclabs.com the campaign and email templates @jessandreasen @jonpowell31 jonpowell31 jessandreasen • Live email template optimization
Thank You Presenter 1 Title Company jessica@zagg.com Presenter 2 Title Company jon.powell@meclabs.com
Recommend
More recommend
