All posts by Kath Pay

Kath Pay is co-founder of Email marketing consultancy Plan to Engage. Kath is also the Chair of Events and Communications Hub for the Email Marketing Council of the DMA UK where she edits the DMA Infobox Enewsletter. You can follow Kath on Twitter and connect on LinkedIn.

Which factors are the main reasons for shopping cart abandonment?

Cart Abandonment specialists, Cloud.IQ have released a new infographic with some fascinating findings regarding how and why our customers are abandoning their purchases and how we can leverage this opportunity to generate more sales.

Some stats of interest:

88% of online shoppers who abandon online purchases before completion are open to being emailed by retailers afterwards..35% actually say they will actively welcome these emailsFor every £100 spent on driving customers to the site, only £1 goes into converting them

To see all the stats and the full infographic, view it here.

 

Making your emails more relevant by appealing to different reader personalities

In Part 1 we introduced using Personas for Email marketing based upon motivation, in Part 2 I'm going to review the 4 main different personality traits that are common to everyone and show how to apply them to email creative. Aristotle was one of the first to identify them and named them: Melancholic, Phlegmatic, Choleric and Sanguine, however we will be using more descriptive names for these personalities in this post. By leveraging both personas and personalities, you not only know where to place content, images and set tasks but also know how to speak to them (TOV), what offers to deliver and help them to accomplish their task the way they feel comfortable doing so – thus enabling higher and potentially quicker, conversions. (Image courtesy of Henk Wijnholds) Based on the well-known…

Blending personas and personalities to increase conversions in email marketing [Part 1]

It’s a well-known fact that some of the greatest results can be gained by combining personalisation and persuasive architecture to deliver what the customer wants. In this 2 part post I will look at approaches to leverage 2 types of buyer personas to use to increase conversions within your email marketing programme. When combining both of these buyer persona styles we’re ensuring that we deliver not only the copy, TOV, and offers/merchandise that our buyer wants and expects from us but we’re also delivering the experience that will enable them to convert according to their temperament. So let’s look at the two different types of Buyer Personas. For clarity's sake, I’m labelling them differently to how they’re labelled elsewhere: Persona: This addresses the motivation (i.e. what the buyer needs, what are their challenges and goals, what motivates them  etc) Personality: This addresses their temperament (i.e…

An example of Holistic Email Marketing

Here’s a taster of what you can look forward to on October 8th at the free International Digital Marketing Summit  from Plan To Engage. It’s a free summit held At Your Desk, so why not register? If you can’t make it on the day, register anyhow and view the sessions on-demand. In my session: 'From Search to Conversion: 3 keys to a successful customer journey' we will be addressing the below tactic. When we think of the words ‘personalise’ and ‘email’ we more often than not think of including the subscribers name and possibly their Company name within the email. But this is the most basic of ways of personalizing the experience within email and quite frankly, impresses very few. Personalisation can be achieved numerous ways by utilising the following types of data: Explicit data such as filling in a form Implicit data…

3 Gems from Mark Brownlow

In the first of the 3 Gems video series from Plan to Engage, I interviewed Mark Brownlow, author of Email-Marketing-Reports.com. Both Mark and I had recently presented in Stockholm at Apsis’ customer conference and I was very impressed by all the valuable content he shared within his session on “Email Marketing Trends for 2012”. So in this interview I asked Mark to share 3 Gems from this session. In a nutshell they are: Design your mobile emails to be easily clickable. Understand why you are integrating email with social – don’t do it just because you think you should. Optimise your current triggered email programme before adding new triggers to your programme. For more valuable insights from email marketing experts, join us at the virtual International Email Marketing Summit on November 15th – held at Your Desk. I hope that's useful, here is the …

Presenting content based on sensory preferences in your email campaigns

We all have our preferred way of communicating: some people prefer to talk, some prefer to write, others prefer to touch or being hands-on. I remember when I was training to be a Primary Teacher, we learn't how young children learned by touch – hence all the tactile based exercises you did in your first few years at school. Furthermore, I used to observe the children’s reactions when sitting down to read them a story, they would all clamber in close hoping to be able to touch the fabric on my dress or skirt. On the days that I wore silky soft fabric, I noted that I always received a lot more ‘you look beautiful today Miss’ comments from my lovely little six year olds. So, taking a note or two from the four main learning styles, which are used by presenters,…

Kath Pay interviews Dela Quist about why he thinks "more is more"

Hands up those who have always been told that “less is more” when it comes to sending emails? Well I had the opportunity to interview the often-controversial Dela Quist of Alchemy Worx to ask his thoughts on the “how much is too much?” question that vexes email marketing, or, as he sees it, “how little is too little”? Of course, this advice comes with a disclaimer – commonsense needs to be used and as Dela puts it ‘Muppets’ shouldn’t be following this advice dogmatically without the input of logic and commonsense. But none of us are Muppets are we? It’s a matter of applying Dela’s advice to your database, watching the results and determining the correct frequency based on the response of your database – Have conversions increased? Has it helped you to meet your KPI’s?…

7 Tips for more effective mobile emails

Email and mobile together are already functioning as a team, whether we as marketers want them to or not. The customers and consumers have voted with their usage. They’re not sitting around waiting for marketers to get their act together, but as I write this between 20-60% of your database will be reading your marketing emails on their mobile device. If designed and planned well, email and mobile together, will, in the forthcoming years, form a formidable marketing force. So marketers, a question: Will you be leading the way and profiting from your competitors lack of preparedness? Or will your competitors be profiting from yours?

Challenges

Many marketers get stuck here and go no further. In no way am I trying to minimize the challenges that lay ahead for a marketer to optimise the mobile email journey – however they are certainly not as insurmountable as they…

 A call-to-action at the wrong time in the wrong place?

How do you feel when a pushy shop assistant approaches you the minute you enter a shop? When an email consisting of nothing but a hard-sell call-to-action lands in your customer's inbox, this probably makes them feel the same way.

“Register Now”

I recently received an email to promote an industry event out of the blue: The “Register Now” link took me to a landing page that contained little information besides ‘who’, ‘what’, ‘when’ and ‘where’. On the basis of this scant information I had a choice - register or leave the page. As I had never heard of the brand or event, I left.

Give email recipients compelling timely reasons to respond

Using "Learn More" instead of "Register Now" might have encouraged me to spend some time checking out the company, perhaps ending in a conversion after all. A landing page featuring in-depth information,…

Email campaigns we like to learn from

I recently reviewed how ASOS does a great job of engaging their audience both through email and social media marketing.  Here, I'm going to review one example of an email campaign I like, calling out what I think works well and not so well. In the second part of 2011, ASOS seemed to make quite a few creative refinements to its email designs and this winter style campaign is a good example of the new approach.

Getting the creative balance right

Effective email design for a brand like ASOS needs to get the balance right between the visual appeal the brand offers with clear calls-to-action and offer. I think this creative gets this balance right: Let's now go into some of the details:

The pre-header

Pre-headers are widely used in the US, but are not adopted so widely in the UK. This one is fairly…
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