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Strategies for success in changing landscape
The DMA/IDM conference 2012
Annual DMA / IDM Conference 2012
Tony KaneAJ Bell, Director Direct Marketing & E-Commerce
Chair DMA North
Annual DMA / IDM Conference 2012
David PatrickDirector, Yes
DMA North council
Connect with the DMA…
• The hash tag for this event is: #DMAIDM
• LinkedIn: DMA: Direct Marketing Association (UK) Limited
• Twitter: @DMA_UK
• DMA Website: http://www.dma.org.uk
• Email: [email protected] or [email protected]
• Phone: 020 7291 3300 or 0161 918 6722
Thank you to our event sponsors
Annual DMA / IDM Conference 2012
www.granbymarketing.com/
Thank you to our event sponsors
www.equifax.co.uk
Annual DMA / IDM Conference 2012
www.theidm.co.uk
www.intermarketing.co.uk
Annual DMA / IDM Conference 2012
Thank you to our event partners & sponsors
Ten Inbox SecretsEmail Eye Tracking Study
The Sectors Studied:The Sectors Studied:
Ten Inbox Secrets
An eye tracking study of more than 50 emails from eight market sectors, involving more than 100 participants,
designed to isolate the key drivers of email engagement
Photographic RetailersPhotographic Retailers
Holiday CottagesHoliday Cottages
Men’s Fashion (18-35)Men’s Fashion (18-35)
Women’s Fashion (18-35)Women’s Fashion (18-35)
Christmas GiftsChristmas Gifts
Short Break HolidaysShort Break Holidays
Daily Deals & VouchersDaily Deals & Vouchers
Women’s Fashion (35-55)Women’s Fashion (35-55)
The Ten Key Drivers
Content KingsContent Kings
Digital SalesmanshipDigital Salesmanship
Graphic AssetsGraphic Assets
Words that Paint 1,000 Pictures
Words that Paint 1,000 PicturesFirst ImpressionsFirst Impressions
ClickabilityClickability
Digital SignpostingDigital Signposting
Email AnatomyEmail Anatomy
Small Important SpacesSmall Important Spaces
Peripheral VisionPeripheral Vision
Creating enticing and effective opening screens
Engaging design & structure techniques
Converting browsing into action using navigation
The role of CTA design on increasing click-throughs
The key added value content that drives participation
Why copy trumps imagery in a soundbyte environment
Using graphics to overcome inertia and drive clicks
Optimising product presentation to close more sales
Winning incremental clicks by exploiting every opportunity
The importance of relative proximity of design elements
First Impressions Count
We read emails one screen at a time – each new screen determines whether we continue to scroll or hit delete. So the opening ‘screenful’ is highly influential on the overall email performance
• Key techniques• Ensure the first screenful caters for
multiple reasons for opening• Combine irregular shapes, graphics and
text elements to sustain attention• Offer recipients ‘pathways’ down the
email via text or graphic devices• Avoid the temptation to use a press ad
structure – design in ‘screenfuls’
Expert Advice
Don’t ‘waste’ the opening screen on just a big image – the wow factor is less than you think, and you risk failing to provide enough encouragement to scroll down.
An effective opening screenful from Freemans using eye
contact to create engagement
Diagonal design and cut-out product shots enticed readers
to scroll this Jessops email
First Impressions Count
We read emails one screen at a time – each new screen determines whether we continue to scroll or hit delete. So the opening ‘screenful’ is highly influential on the overall email performance
• Key techniques• Ensure the first screenful caters for
multiple reasons for opening• Combine irregular shapes, graphics and
text elements to sustain attention• Offer recipients ‘pathways’ down the
email via text or graphic devices• Avoid the temptation to use a press ad
structure – design in ‘screenfuls’
The exception to the rule – this big opening screenshot from Not on the High Street uses a busy tagged product shot,
diagonal product placement and shallow depth of field
Email Anatomy Class
Whether your email is a lengthy newsletter or a digital postcard, the underlying design structure is crucial in determining levels of subconscious engagement
• Key techniques• Diagonal design frameworks work
especially well in a scrolling environment• Design email outlines in screenfuls, mindful
of enticing the reader down• Avoid completely linear templates – they
often subconsciously interrupt scrolling• Mix colour, imagery and graphics to sustain
attention and engagement• Irregular shapes combined with non-linear
placement are highly effective
Expert Advice
Emails with good design structure produce more efficient absorption of information and higher preference rates in research, and users find them easier to navigate.
KGB Deals uses colour, images and text to overcome a linear design
Terrific design structure from Next, using product cut-outs
to draw the reader down
9.49 secs
13.39 secs
5.59 secs
Email Anatomy Class
Whether your email is a lengthy newsletter or a digital postcard, the underlying design structure is crucial in determining levels of subconscious engagement
Arcadia use design and colour to great effect to attract and sustain attention in this Top Man email
• Key techniques• Diagonal design frameworks work
especially well in a scrolling environment• Design email outlines in screenfuls, mindful
of enticing the reader down• Avoid completely linear templates – they
often subconsciously interrupt scrolling• Mix colour, imagery and graphics to sustain
attention and engagement• Irregular shapes combined with non-linear
placement are highly effective
Digital Signposting
Good navigation can account for over one third of total clicks on a well designed email. What’s more, navigation clicks are more ‘purposeful’, with a higher propensity to convert
Expert Advice
The taxonomy of email navigation – the words you use – can help or hinder respondents. You don’t need to replicate website navigation structure.
• Key techniques• Avoid ‘isolating’ navigation from the high
attention elements of your email• Use navigation at the foot as well as the
top – most engaged readers reach here• Always use extra or secondary navigation
when it will act as a useful shortcut• Make navigation even more effective with
icons or colour coding
Freemans often exploit secondary navigation in their Style Bible
The option to view by brand is a helpful shortcut for brand loyal
camera enthusiasts
Clickability
Successful salesmen know that you have to ‘ask for the business’. Successful emails always feature many well-designed, well-positioned calls to action
• Key techniques• Using multiple calls to action throughout
an email ensures proximity at the ‘point of consideration’
• Button design conventions are well understood by consumers – make clickable elements look clearly clickable
• Colour, font, language, size and positioning of CTA buttons all impact on recognition and click propensity
Expert Advice
CTA language can influence the propensity to click. ‘View’, ‘Find Out More’, ‘Free Trial’ and similar phrases could be more clickable than ‘Buy’.
How not to do it – this ASOS gazeplot reveals a hard-to-find CTA
How to do it - Groupon make good use of CTA buttons to
create pathways
Content Kings
Email programmes that focus single-mindedly on selling may do well, but they are missing out on incremental business by failing to emotionally engage with recipients
Expert Advice
Content elements that add value to the communication consistently enhance recall and positive perceptions of the brands and products featured.
• Key techniques• Relevant value added content in emails
can increase long-term engagement and reduce unsubscribes
• Headlining added value content in subject headers frequently boosts open rates
• Good examples include advisory features, humourous content and online tools
• Blending sales messages and advice in an integrated way is very effective
Miss Selfridge and Top Shop both using video content effectively to drive extra clicks and enhance engagement
Jessops really captured attention from their photography enthusiast customer base with this wedding
photography tips email
Words that Paint 1,000 Pictures
The most engaging emails combine copy and images to attract and sustain attention. We are attracted by images, but gain confidence and make purchasing decisions from supporting information
Expert Advice
Good copy is very effective in keeping readers engaged and sustaining attention, but avoid large compact blocks of text, as users will often find pathways round them.
How not to do it – Marsdens forced their readers to tackle a big block of copy in the opening
screen to establish what was on offer
• Key techniques• Integrate copy elements with imagery and
graphics to create a balanced email• Text absorbs more attention but imparts
more information – hyperlinks within text are easily understood and drive extra response
• Personalisation within emails attracts high attention levels and is a powerful directional device
• Bullet point lists work well by helping readers rapidly absorb relevant information
Hoseasons used a bullet point list of benefits for their city break apartments very effectively mid-email to substantiate and convince
Typical individual gazeplot Aggregated heatmap
Words that Paint 1,000 Pictures
The most engaging emails combine copy and images to attract and sustain attention. We are attracted by images, but gain confidence and make purchasing decisions from supporting information
• Key techniques• Integrate copy elements with imagery and
graphics to create a balanced email• Text absorbs more attention but imparts
more information – hyperlinks within text are easily understood and drive extra response
• Personalisation within emails attracts high attention levels and is a powerful directional device
• Bullet point lists work well by helping readers rapidly absorb relevant information
Expert Advice
Good copy is very effective in keeping readers engaged and sustaining attention, but avoid large compact blocks of text, as users will often find pathways round them.
Good integration of text with very high interest cut-out product shots in this M&S Christmas email
Digital Salesmanship
Just as in the physical world, there’s a real skill in salesmanship by email. The messages we display and how we exploit peripheral vision are the skills needed to close the sale in a digital environment
• Key techniques• Exploit the synergistic relationship
between product images, copy, price points and graphics to sustain attention
• Integrating the elements works better than imposing a grid structure
• Ensure proximity of elements to maximise message absorption - adjacencies
• Integrating the right call to action is vital to ‘closing the sale’
Expert Advice
The key to good product presentation is the careful placement of images, copy, price points and graphics, in an ordered, well structured proximity
Superb design integration of product shots, copy, price points and graphics to create a high interest and well liked opening screen
Graphic Assets
Through the effective use of graphics, we can draw attention to important messages, dramatise key offers, subconsciously influence the path taken through the email and increase conversion
• Key techniques• Graphic devices are just as effective in
email as in other forms of marketing• Use price point and offer graphics near
product images to aid fast absorption• Graphic elements can also have a role in
determining paths through the email• Most importantly, the graphic elements
set the tone – urgency, exclusivity, femininity, offer-based
Expert Advice
Directional graphics prove consistently effective in ensuring readers follow a desired path and hierarchy through the email.
Top Shop use graphic devices effectively to direct readers, with good use of colour
and non-linear placement
Graphic Assets
Through the effective use of graphics, we can draw attention to important messages, dramatise key offers, subconsciously influence the path taken through the email and increase conversion
• Key techniques• Graphic devices are just as effective in
email as in other forms of marketing• Use price point and offer graphics near
product images to aid fast absorption• Graphic elements can also have a role in
determining paths through the email• Most importantly, the graphic elements
set the tone – urgency, exclusivity, femininity, offer-based
Graphic devices used extensively by M&S to
ensure high attention to key offer messages
Pen & Notebook used effectively to direct
attention to product by Dorothy Perkins
Comet uses directional arrows and illustrations to influence behaviour
No Stone Unturned
In a store, every square foot represents the opportunity for a sale. In an email, every pixel should be exploited to gain an extra click or increase the likelihood of conversion
• Key techniques• Successful emails frequently contain 30+
clickable links – hypertext links, multiple calls to action, secondary navigation, footer links all drive incremental clicks
• Consider multiple calls to action for a single product – ‘Zoom’, ‘View the Range’
• Provide deep links that get the recipient directly to their area of interest
Expert Advice
Avoid allowing elements to become too widely dispersed – readers will lose interest. Good use of space and connectivity between elements sustains interest.
How not to do it – both Currys and Farm & Cottage Holidays lose engagement rapidly with dull, widely dispersed and
uninspiring email designs
No Stone Unturned
In a store, every square foot represents the opportunity for a sale. In an email, every pixel should be exploited to gain an extra click or increase the likelihood of conversion
• Key techniques• Successful emails frequently contain 30+
clickable links – hypertext links, multiple calls to action, secondary navigation, footer links all drive incremental clicks
• Consider multiple calls to action for a single product – ‘Zoom’, ‘View the Range’
• Provide deep links that get the recipient directly to their area of interest
Expert Advice
Avoid allowing elements to become too widely dispersed – readers will lose interest. Good use of space and connectivity between elements sustains interest.
Good connectivity from DealZippy
Although overall this Miss Selfridge email seems spacious, good
diagonals and multiple CTAs ensure sustained attention right to the foot
Freemans makes optimal use of the space with multiple CTAs
Peripheral Vision
We interpret what we see differently depending on the context and environment. In emails, the use of imagery especially in peripheral vision can reinforce positive perceptions and aid understanding
Expert Advice
We make near instantaneous decisions on where to look next based on parafoveal, or peripheral, vision. Guide readers with considered placement of elements.• Key techniques
• Good placement of elements aids visual processing and increases the likelihood of a response
• Always combine the ‘attractor’ (often an image or graphic) in near proximity to the ‘substantiator’ (typically copy) and the call to action to optimise success
• Use the ‘thumb’ and ‘fist’ at arm’s length when judging design to predict paths through the email
Proximity drives most readers down the right hand ‘pathway’ in this Easyjet email
The importance of considering peripheral vision shown clearly here in a gazeplot
The Ten Key Drivers
Content KingsContent Kings
Digital SalesmanshipDigital Salesmanship
Graphic AssetsGraphic Assets
Words that Paint 1,000 Pictures
Words that Paint 1,000 PicturesFirst ImpressionsFirst Impressions
ClickabilityClickability
Digital SignpostingDigital Signposting
Email AnatomyEmail Anatomy
Small Important SpacesSmall Important Spaces
Peripheral VisionPeripheral Vision
Creating enticing and effective opening screens
Engaging design & structure techniques
Converting browsing into action using navigation
The role of CTA design on increasing click-throughs
The key added value content that drives participation
Why copy trumps imagery in a soundbyte environment
Using graphics to overcome inertia and drive clicks
Optimising product presentation to close more sales
Winning incremental clicks by exploiting every opportunity
The importance of relative proximity of design elements
REVEALED!
“Howard hated the way advertising was used as a
bludgeon ... the one talking to the many.
How it talked down to people and pushed them around.”
Jerry Mander
Cybernetics
The idea that man and machine work best together when immersed in
flowing loops of information that give feedback on past performance and
guidance on future direction.
"We do one ad at a time. Literally, that's the way we do it. We do one
advertisement and then we wait to see what happens, and then we do another
advertisement."
Howard Gossage
"If you say something as interestingly as you can, you can then expect the other party to make a response. So the next
time you run an ad, develop the dialog. It makes the conversation much more
interesting. And rewarding."
Howard Gossage
"He put coupons on all his press ads, even when it wasn't necessary to have one. He
would spring off of things that people wrote in and write another ad that said 'Bob from Dallas just wrote us'. He would make an ad out of the last thing that happened. It was very interactive and very much like what
happens on the internet."
Jeff Goodby
“Let the audience in on the gag. Better still, let them know you know they know. This makes it cozier and much more involving. You see, the objective is not fun and games but
warmth and community of interest.”
Howard Gossage
"Howard put together organic communities, he let people want to opt in. He understood that we all
want to belong to something, some kind of club."
Professor Greg Pabst
“The Congress had already passed the Bill saying the dams would be a part of the Grand Canyon and Stewart Udall,
the Secretary of the Interior, was a supporter of them and it was a done
deal. It was all over.”
Jerry Mander
"What you've got to do is give people recourse.
You've got to give them something they can do so they don't feel guilty and therefore hate you for making
them feel guilty."
Howard Gossage
"These ads focused this campaign, they brought a lot of activist people in. The people who sat down in the Grand Canyon, held up placards, wrote to their congressmen. This
really was the first time that Americans confronted government in this way and I think
the ads were crucial."
Kenneth Brower
"Gossage believed it was possible to use advertising to create issues and cause
discussions.... He invented that style, that way of speaking and that kind of shocking way of presenting things that broke out a
subject or a point of view that had, up until then, not been discussed publicly. He said he liked to throw a pebble in the water and
see the ripples.“
Jerry Mander
Annual DMA / IDM Conference 2012
Stephen BentleyGranby Marketing Services , CEO
To request a copy of this presentation, please email Jo Varey
Annual DMA / IDM Conference 2012
Steve OlivermusicMagpie, Co-Founder and CEO
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Annual DMA / IDM Conference 2012
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Annual DMA / IDM Conference 2012
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Thank you to all of our speakers today
Thank you to our event sponsors
Annual DMA / IDM Conference 2012
www.granbymarketing.com/
Thank you to our event sponsors
www.equifax.co.uk
Annual DMA / IDM Conference 2012
www.theidm.co.uk
www.intermarketing.co.uk
Annual DMA / IDM Conference 2012
Thank you to our event partners & sponsors
