Here’s a big list of tactics I’ve been putting together for my experiment backlog. I hope you can find some winners for your own campaigns in 2015! If you want to see how I decide to use these tactics you can check out this post.
Segmenting Mobile Email Opens
65% of emails are opened on mobile first. If you see a high open rate on an email but a low CTR, keep in mind people are less likely to take action from their phone — segment those users & send a targeted followup message.
Registration/Sign-In Incentive Message
Many users sign-up for products but don’t end up becoming full-time users. A way to re-engage those users is to offer a reward for completing their signup/onboarding process. Rewards could be % discount, company t-shirts, etc.
Customize Landing Pages
In order to get the most out of your paid acquisition efforts you should be testing out different landing pages. Examples you can try out are separating by campaign, by customer persona or by channel.
A product + free bonus has a higher perceived value than the same two products bundled together at the same price, and can lift conversion on the core offer.
Activation Message Frequency
Test activation / reactivation check-in at short, medium, and very long intervals. For example, you can set an activation campaign to send an automated check-in message every 3-4 days after a user becomes inactive.
Email Signature Call to Action
Customer success interactions and sales discussions all take place primarily via email. It’s also a great opportunity for your marketing team to introduce call to actions in your teams’ email signatures. Promote the latest blog post, downloadable resource or survey to increase awareness of those campaigns.
Test CTA commitment level
Optimal call-to-action commitment levels vary depending on where someone is in their customer lifecycle. For example, if a customer is still in the discovery/education phase they are more likely to convert on a Read More or Learn More CTA than a Buy Now CTA.
Attitude & behavior towards a product or service is the key to getting a response for your triggered emails. If a user logs in to try a new feature, it makes sense that they will be more receptive to a relevant blog article or e-book than other messages you send.
Measuring more than Open Rates
Aligning your marketing metrics to real business goals helps to put your campaigns in perspective. So the next time you’re subject line testing — don’t just make it about boosting open rates, look to improve total conversions.
Optimizing for Email Call to Actions
We all know the basics of CRO and implementing email call to actions on our homepages and blog content, but there a few other areas that we could use to boost our conversion numbers. Examples like adding CTA’s to our About Page, inside Embedded Surveys(Typeform/Qualaroo) can all help to drive more interested leads to our lists.
App Deep Linking
More than two-thirds of email opens, informational searches and online purchases start on a mobile device. To improve your conversion rate you should implement deep links to a specific location inside your app instead of just launching the app every time a user taps.
Whenever you create content you should be looking at different ways to distribute the core message of the piece. For example you can take a blog article and create snippets to share or create a short video summary.
Attracting a Similar Audience
Sure our customers are interested in the specific industry we work in and look to us for relevant info, but they also have other interests that we can use to drive awareness. For example building a micro-site or facebook page and posting interesting content can help draw in an audience that you can eventually convert. We wrote more about using micro-sites for growth here.
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