What Works with A Look Into the Marketing Literature

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1 What Works with A Look Into the Marketing Literature February 26, 2014 Steve Wendel, HelloWallet Principal 1 A minor question When is the best day of week & time of day? 10:30am Monday 10:30am Tuesday 8:00pm Tuesday 2 1

2 With a massive effect When is the best day of week & time of day? 10:30am Monday 10:30am Tuesday 8:00pm Tuesday 3.7% clicked 7.1% clicked 1.6% clicked 3 Double the usage of your benefit programs? 4 2

3 Topics Introduction Broad s Lessons Nitty-Gritty Details A Behavioral Approach 5 Who is this guy? Steve Wendel Principal Scientist HelloWallet 6 3

4 A bit about HelloWallet Customer-Centric SaaS Company Behavioral Science Driven Software Backed by Consumer Finance Expertise Community Partnerships Best in Class User Experience 7 Lots of behavioral researchers

5 marketers 9 And a few benefits people 10 5

6 Translating the behavioral literature oreilly.com/go/behavior-change Benefits & Behavior Change 11 Next Up: Broad Lessons Introduction Broad s Lessons Nitty-Gritty Details A Behavioral Approach 12 6

7 2 Second Test 13 We read in an F-shape pattern 14 7

8 We react before we read 15 We usually won t say anything, either way The vocal minority are really a minority 16 8

9 Up next Nitty-Gritty Details Introduction Broad s Lessons Nitty-Gritty Details A Behavioral Approach 17 Let s say you have a new wellness program 18 9

10 What s important? 1. Subject Line 2. Send Day and Time 3. Headline / Short Description 4. Link Text 5. Image 6. Detailed Description 19 Time of day, day of week 11:00am Thursday 10:30am Thursday 10:30am Friday 8:00am Friday 10:30am Saturday 5:00pm Saturday 10:30am Sunday 5:00pm Sunday 20 10

11 Time of day, day of week 11:00am Thursday 10:30am Thursday 10:30am Friday 8:00am Friday 4.1% clicked 4.5% clicked 5.9% clicked 5% clicked 10:30am Saturday 5:00pm Saturday 10:30am Sunday 5:00pm Sunday 6.4% clicked 4.7% clicked 5.7% clicked 7.2% clicked 21 Time of day, day of week Tuesday and Thursday morning: most common to send and open Weekends, Fridays: high risk, high return Remember recipient time zone: try to keep to ~9am for weekday s 22 11

12 Subject Line Describing the content versus describing the benefit? 23 Source: WhichTestWon.com Subject Line Describing the content versus describing the benefit? 62% increase 24 Source: WhichTestWon.com 12

13 Subject Line Be clear on the benefit. First 30 characters matter most (especially on mobile) Personalization can help Build on prior history with person it s a conversation, not an announcement 25 Cute or vague: high risk & reward Sender Name [Company] Benefits The HelloWallet Team Andrea at [Company] JD at [Company] 26 13

14 Sender Name [Company] Benefits 37% opened The HelloWallet Team 34% opened Andrea at [Company] 43% opened JD at [Company] 38% opened 27 Headline / Short Description Are the benefits clear? 28 14

15 Headline / Short Description Are the benefits clear? 10.6% increase in conversion 29 Headline / Short Description What are employees really looking for? 30 15

16 Headline / Short Description What are employees really looking for? 52% increase in clicks 31 Headline / Short Description Say the important stuff in the first few lines State the benefit to them Humor can work very well, but risky More information down below is fine: AFTER the headline & link to take action

17 Layout 33 27% boost in account creation Layout Beauty Matters Make it easy to scan subheadings, bullets, and images. Design for mobile first small screen. Even on desktop < 600 pixels. Below the fold gets ~20% of attention 34 17

18 Call to Action How do they know they ll succeed? 35 Call to Action How do they know they ll succeed? 8.5% clicked 5.5% clicked 36 18

19 Incentives How can you create urgency?...if you sign up by 7PM today, you are eligible to win a free ipad mini!...if you are one of the first 100 people to sign up, you are eligible to win a free ipad mini! 37 Incentives How can you create urgency?...if you sign up by 7PM today, you are eligible to win a free ipad mini! 7.5% clicked...if you are one of the first 100 people to sign up, you are eligible to win a free ipad mini! 9.6% clicked 13.1% clicked 38 19

20 Call to Action ONE primary call to action Make it easy to see separate box or line. Be descriptive, not generic ( get insurance > get started ) Focus on the benefit to them, not the work for you 39 Try using my or your Up next A behavioral approach Introduction Broad s Lessons Nitty-Gritty Details A Behavioral Approach 40 20

21 What have we learned? 41 Premise 1: We all struggle memory attention handling complex decisions willpower Even when we want to take action, we struggle 42 21

22 Premise 2: Communications smooth the path 43 We can enable employee action, without coercion or trickery Premise 3: Details matter Small design choices have huge impacts 44 22

23 Premise 4: Experimentation is essential You have to start somewhere 45 All done! Introduction Broad s Lessons Nitty-Gritty Details A Behavioral Approach 46 23

24 What s next? 47 Thoughts? 48 24

25 Thank You! 49 25

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