Email Templates How the No. 1 maker of mobile accessories tweaked - - PowerPoint PPT Presentation

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Email Templates How the No. 1 maker of mobile accessories tweaked - - PowerPoint PPT Presentation

Mar 15, 2024 37 likes •383 views

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

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How the No. 1 maker of mobile accessories tweaked promo emails to produce a 152% increase in revenue per email

Email Templates

Jess Jessic ica Andreasen Jon Jon Powell Digital Marketing Manager Senior Executive Content Writer ZAGG MECLABS

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Session Speaker

2

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 FamilyLink.com. Leveraging her creative and analytical sides, Andreasen has a track record of optimizing deliverability, targeted segmenting, testing and nurturing programs.

@jessandreasen

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From “backyard workshop” (2005) to publicly traded (2007) Rated No. 1 U.S. mobile accessories company Products available at all major retailers

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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

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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

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For the executive team

Revenue Per Email Time

152%

Revenue per Email

252%

Conversion Rate

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Sub-headline with key details about the promo Promo

  • detail

il expla plana nation ion heade der

Primary call-to-action

Secondary call-to-action

Large Promo Headline

`

BANNER AD

HEADLINE

USUALLY TYPED

RIGHT HERE

PRODUCT NAME

  • Benefit 1 here
  • Benefit 2 here

Banner Ad CTA

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ZAGG Inc

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ZAGG Inc

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We wanted our effort to be as much data driven as designer driven, so our first conversation was with the Web development team.

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A new ap approach came

  • r
  • rganic

icall lly as a result, leading ultimately to four tw tweaks that needed to be made to our email template.

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1

Call-to-Action Amount, Location

Instead of having two of the same calls-to-action, we reduced it to one

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1

Call-to-Action Amount, Location

Instead of having two of the same calls-to-action, we reduced it to one

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2

Introduction Copy

We decided to add narrative-style introduction copy

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2

Introduction Copy

We decided to add narrative-style introduction copy

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3

Supporting Content

We decided to remove the explanation header and increase the text size

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3

Supporting Content

We decided to remove the explanation header and increase the text size

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4

Email Banner Ad(s)

We decided to eliminate space traditionally allocated to one or two ads

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4

Email Banner Ad(s)

We decided to eliminate space traditionally allocated to one or two ads

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From this To this

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To this

First, the design template needed to dis isarm th the cu customer. We attempted this by removing multiple calls-to- action and additional ad(s).

<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!

Spend over

$9.99

And get one Of these Products

FREE!

Choose Your Gift >>

THANK YOU

for being a loyal customer

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Second, the design template needed to connect with ith th the cu customer. We attempted this by adding text and personalization.

<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!

Spend over

$9.99

And get one Of these Products

FREE!

Choose Your Gift >>

THANK YOU

for being a loyal customer

Jon, thank you … … over 1 year …

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Third, the design template still needed to deliv liver valu alue to

  • th

the cu customer. We attempted this by enlarging and simplifying text as well as programming a personalized image of award choices.

<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!

Spend over

$9.99

and get one

  • f these

Products

FREE!

Choose Your Gift >>

THANK YOU

for being a loyal customer

Over 1 year Over 2 years Over 3 years

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<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!

Spend over

$9.99

And get one Of these Products

FREE!

Choose Your Gift >>

THANK YOU

for being a loyal customer

The promo was inserted and the campaign launched. An email click sent customers to a landing page template.

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The page template matches email il personalization by adjusting available choices and the awards seal image.

152%

In Revenue Per Email

252%

In Conversions

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Can these principles be applied to

  • ther promo campaign templates?

?

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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.

Sent 2/5/2014

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1. To help disarm, we used on

  • ne

e prim rimary ry cal all-to to-action and placed it belo elow th the fol

  • ld to

prevent customers from dismissing it as an everyday promo.

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2. To help connect, , we res eserved sp spac ace in in th the hea eadline and im image se section to let customers know why we are interrupting them.

… on gifts for your loved ones (and yourself).

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3. And to deliver value, we ensured that mai ain im imagery ry had ad en enough sp spac ace to show product details and we ad added ed text xt ab above th the call all-to to-action to give the “surprise” factor credibility.

Most discounts end at 11:59 p.m.

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  • 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
  • nnect, then
  • Design to deliv

eliver

Summary of discoveries

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jessica@zagg.com

Connect with us

Je Jessic ica Andreasen Jon Jon Powell

jon.powell@meclabs.com

  • A copy of the slides
  • Questions about

the campaign and email templates

  • Live email template
  • ptimization

jonpowell31 jessandreasen @jonpowell31 @jessandreasen

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Thank You

Presenter 1 Title Company jessica@zagg.com Presenter 2 Title Company jon.powell@meclabs.com