Top 3 Ways to Boost Your Mobile Email Open Rates

Image courtesy of adamr at FreeDigitalPhotos.net
Image courtesy of adamr at FreeDigitalPhotos.net

As far as “Mobile Optimization” goes and how it relates to email marketing strategy…I’ve got to admit, I am guilty for not paying as much attention to it (mobile) as I should.

I think it stems from the fact that I don’t have a “smartphone”—I don’t want a “smartphone”—but guess what…I’m in the minority.

According to a recent MarketingProfs article, “A whopping 65% of all emails are first opened on a mobile device.” (US Consumer Device Preference Report: Q4 2013)

In 2014, another source reported that email open rates were as high as 70% and when email messages don’t display correctly in a mobile device, over 71% of users hit the delete button immediately.  (emailmonday.com)

It seems I’m not the only one lacking in the mobile email optimization area, the article goes on to say, “…only 25% of marketers optimize their email for mobile.” (eConsultancy’s Email Marketing 2013 Census)

So, in an effort  to help marketers boost email open rates, the MarketingProfs article focuses on the three email lines that matter most—the ones that display on a user’s mobile device immediately…

#1- subject line: Keep it personal (insert the recipient’s first name or use words like “you”)

#2- first line: Again, keep it personal and conversational (open immediately with a line that grabs your prospect’s attention—a good way to do this is to ask a question that is relevant to his problem)

#3- from line: Use the name of a real person in the “From” line rather than a business or brand name—again, this keeps it personal and helps you make an emotional connection with your prospect

The key to it all seems to be “personalization”—making the message personal, as if you have a one-on-one relationship already with your prospect.

The author of the article, Aaron Orendorff, shares some good insight on what to pay attention to when crafting these lines.  He makes the point that it doesn’t matter how great your copy or imaging might be if no one ever clicks on your email to see your content in the first place.

You can find the article in its entirety here.

Test Results Reveal How Small Changes Boosted Lead Generation by 96%

 

 Test Results Reveal How Small Changes Boosted Lead Generation by 96%
Image courtesy of Stuart Miles at FreeDigitalPhotos.net

A webinar hosted by Marketing Experiments called, “Leveraging Content to Generate Leads — 3 simple tactics one company used to achieve a 96% increase in leads”…explained how subtle changes could result in BIG returns.

The presenters, Jon Powell and Selena Blue, did a great job walking the audience through the original control for a lead generation page and the revised treatment to show how small, subtle tweaks boosted overall lead generation.

The Goal: to get the prospect to fill out a form in order to receive a free download about the product.

These are the observations that were made by the hosts:

The Control: the original page had a good layout that included an image, headline, bullets, and call-to-action; however, here are some elements that were later tweaked for the treatment.

#1 image- The image showed a man using the product; however, the focus was more on the man in the photo rather than the product.

#2 headline- The headline was more focused on the company and its product rather than the prospect and his interests.

Here is the original headline: “7 Reasons to Choose a (Name of Company) Thermal Imager”—Does this headline gain the prospects attention? Does it say, “Hey I know your problem and here is the answer?”  Absolutely NOT!

#3 form fields- The form had too many fields that made it look more like work than a way to get a free download…as the presenters eluded to, “What is the cost to the prospect?”

It costs the prospect time to fill out the form and download, but more form fields caused more friction and made the entire process less appealing to the prospect; therefore, increasing abandonment rates.

#4 copy- The copy was not so customer focused ; the focus was primarily on the company so it didn’t make that emotional connection with the prospect.

The Treatment: the revised page had a good layout that included an image, headline, bullets, and call-to-action; however, focus was put more on the prospect…here are the reasons it probably outperformed the control.

#1 image- The new image focused on the product rather than the technician; it showed the product “in use”.  Now the user most likely imagines himself using the product.

Jon mentioned a theory by Dr. Norman called, “emotional design”…his research showed that a product is more appealing to the prospect when the way “it is perceived” is most closely aligned with the biggest emotional benefit he imagines he can get from the product.

Again, the prospect will “imagine” his life once he gets the product.

#2 headline- The revised headline was much more prospect focused. It used “you-focused” language such as “You’re” and “Your”…the focus was put on you and your use of the product… not the company and the product.

This headline adds value for the prospect and gets him to listen because he is asking,“What’s in it for me?”

Revised headline: “You’re One Quick Download Away from Finding Your Perfect Infrared Camera”

#3 form fields- The number of form fields was reduced and lessened the  “mental cost associated with downloading the content…”

Before the changes were made, the form looked like it was more work than it was worth to get the free download. They made the process of filling out the form “appear” like less work and made it more appealing to the prospect in the end.

#4 copy- The copy was much more “customer centric”…it focused on the prospect and helped him feel as though he now had help finding the right tool for his needs…finding a solution.

Jon spoke about the questions that should always be easily answered when a prospect lands on your business web pages: “Where am I at?” and “What can I do here?”

There are so many other points that were covered in the presentation that I haven’t mentioned here, so I highly recommend that you take the small amount of time it takes to watch it, because it could make a BIG difference in the results your next promotion.

 

Simple Website Tweaks to Improve Your Online Conversions and Business Profits

Image courtesy of [stockimages] at FreeDigitalPhotos.net
Image courtesy of stockimages at FreeDigitalPhotos.net
According to a recent article posted on MarketingProfs.com called, “Five Rookie Website Mistakes You Can Fix Today”, regarding business websites and their online performance, “…common mistakes have big consequences, but they’re also fixable.”

I would add that to ignore them is to leave money on the table.

I think all marketers are guilty at one time or another of rushing to put out the next promotion—then sit back and wait.

The article written by Andy Crestodina addresses some really important elements on your business web pages that when tweaked, can really make a difference on your website’s conversions.

My favorite is Mistake # 1 Homepage Headline Hints…I teach on this all of the time. Why?

In my opinion, the headline is the first opportunity to “grab and keep” your prospect’s attention—and it really is one of the elements to fix quickly and easily to improve conversion rates once you know how.

Andy states, “Your homepage headline is clever but unclear.”
This is very common. Many people try so hard to write such a clever headline, that the prospect ends up scratching his head and walking away confused.

I encourage you to read his article if you are interested in learning more about simple website tweaks that can boost your online profits.