EMAIL FOR HUMANS We will be starting at 2:00 pm ET. Use the Question Pane in GoToWebinar to Ask Questions! 1 Use the hashtag #InboundLearning on Twitter 2 What tactics do you use to make your emails stand out?
@HubSpotAcademy #InboundLearning
Chris LoDolce @ChrisLoDolce
Joel Traugott @hubtrog
AGENDA 1 Why Create Email For Humans? 2 How To Create Email For Humans 3 What Email Designed For Humans Looks Like 4 Next Steps and Resources
1 WHY CREATE EMAIL FOR HUMANS?
Buried in marketing messages The modern inbox.
Attention is scarce 3,000 The number of brand exposures the average person has per day. SOURCE: Media Dynamics Inc
Attention is scarce 153 Number of brand exposures noticed. SOURCE: Media Dynamics Inc
Attention is scarce 12 Number of brand exposures engaged with. SOURCE: Media Dynamics Inc
Attention is scarce Marketing is a contest for people s attention
Attention is scarce
Content can trigger deeper connections Understand the hooks that earn or take attention. SOURCE: Pexels
Content can trigger deeper connections SOURCE: Pexels
Content can trigger deeper connections SOURCE: Pexels
Content can trigger deeper connections SOURCE: Pexels
Content can trigger deeper connections SOURCE: Pexels
Content can trigger deeper connections SOURCE: Pexels
Content can trigger deeper connections SOURCE: Pexels
Content can trigger deeper connections SOURCE: Pexels
Content can trigger deeper connections SOURCE: Pexels
Content can trigger deeper connections SOURCE: Pexels
See results Small gains add up to big results. 1000 Contacts 1000 Contacts 1 Email 1 Email 2.5% $10 Conversion Rate Conversion Value VS. 5% $10 Conversion Rate Conversion Value $250.00 $500.00 +200%
2 HOW TO CREATE EMAIL FOR HUMANS
5 WAYS TO SEND BETTER EMAIL Be social Design for ease of use Language matters a lot Use psychological patterns responsibly Structure your campaign to inspire action
5 WAYS TO SEND BETTER EMAIL Be social Design for ease of use Language matters a lot Use psychological patterns responsibly Structure your campaign to inspire action
Be social Stand for something
Be social Give social proof
5 WAYS TO SEND BETTER EMAIL Be social Design for ease of use Language matters a lot Use psychological patterns responsibly Structure your campaign to inspire action
Design for ease of use Most of us will look at the girl s face and immediately read this. Simple signals like this can guide email readers to conversion. SOURCE: Pexels
Design for ease of use Avoid jarring experiences, be conscientious about color and layout.
Design for ease of use Calming colors, abundant white space and simple iconography are all things that users tend to be more comfortable with therefore more likely to read.
Design for ease of use Readers tend to scan content in an F shaped pattern. Design experience to align. SOURCE: VWO
Design for ease of use Avoid Visual Dead Weight Strong visual elements that don t contribute to ease of use can distract from the goal of an email and reduce your performance. SOURCE: VWO
Design for ease of use A simple reprioritization instantly improved this content s conversion rate. SOURCE: VWO
5 WAYS TO SEND BETTER EMAIL Be social Design for ease of use Language matters a lot Use psychological patterns responsibly Structure your campaign to inspire action
Language matters a lot Label your audience Labeled Politically Active Unlabeled +15% Turnout SOURCE: http://www.pnas.org/content/108/31/12653.abstract
Language matters a lot Inbox Manners Keep it short and sweet Use a familiar sender name Be honest Give a preview Time it right Start with action words Add urgency Use numbers Ask questions Preview text
Language matters a lot A $5.00 fee. Vs. A small $5.00 fee
Language matters a lot Use words like, now, quick, today to help users visualize the outcome. Thinking about rewards is almost as powerful as receiving them.
5 WAYS TO SEND BETTER EMAIL Be social Design for ease of use Language matters a lot Use psychological patterns responsibly Structure your campaign to inspire action
Use psychological patterns (responsibly) 45% Of our decisions are habit based rather than consciously decided. SOURCE: Duke
Use psychological patterns (responsibly) 3 Steps of Habit Development Routine Cue Reward
Use psychological patterns responsibly Establish in-groups Like Inbound vs. Outbound marketers SOURCE: Pexels
5 WAYS TO SEND BETTER EMAIL Be social Design for ease of use Language matters a lot Use psychological patterns responsibly Structure your campaign to inspire action
Structure your campaigns to inspire action Use information hierarchy to make your message easy and safe to consume Use: Bolding Fonts Minimize copy Simple CTAs
Structure your campaigns to inspire action Sequence Messages Break up a story, give readers something to look out for.
Structure your campaigns to inspire action Drive Urgency But always include the next step to resolve pressure.
3 WHAT EMAIL DESIGNED FOR HUMANS LOOKS LIKE
HUMAN FRIENDLY EMAIL EXAMPLES What a social email looks like What an easy to use email looks like What good language use in email looks like What a psychological pattern used in email looks like What a good email structure looks like
What a social email looks like
What an easy to use email looks like
What good language use in email looks like
What a psychological pattern used in email looks like
What a psychological pattern used in email looks like SOURCE: Death To The Stock Photo
What a good email structure looks like
4 NEXT STEPS AND RESOURCES
INBOUND TRAINING DAY Tuesday, November 8 Get $100 off each training with promo code 100TRAIN #INBOUND16 #INBOUND15 There are 12 half-day sessions to choose from. inbound.com/inbound16/training
WEBINAR NEXT STEPS 1 Take inventory of your current email sends. 2 See where you can add just ONE of these practices. 3 If your results improve, continue implementing these practices 4 Keep an eye out for follow up email which will include a link to a blog on this subject
WEBINAR RESOURCES 1 5 Tips for Creating Human Friendly Email 2 Email Marketing Certification (What are you waiting for?) 3 Email Inspiration 4 VWO Eye Path Blog 5 Help Scout In Depth Behavioral Research Roundup
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THANK YOU.