Chet Gass is the Director of CG Marketing Automation, a “one stop shop” for everything marketing and automation related. The company helps clients implement tactics that will, first and foremost, save them and open up time for revenue generating activities and scaling their business. Their niche clients are Brick & Motor businesses, but they assist service professionals and information products/online businesses as well.
A Quick Preview of the Podcast:
- How to create a GIF that will drive traffic to your webpage
- How to implement a GIF in emails and not get sent to prospect’s promotions folders
- The psychology behind GIFs increasing clickthroughs
To See These Tactics In Action:
To See The Transcript:
Tim: Well the day has officially come. I finally get to have an episode of ConversionCast that talks about animated gifts. I’m a big fan and today’s guest Chet Gass has a case study where an animated gift he used in an email increased his click through rate by 23%, a results boost using animated gifts. I’m in and I’m Tim Paige, the senior conversion educator here at LeadPages and this is ConversionCast.
Hey Chet, welcome to ConversionCast. Thanks for coming on the show.
Chet: Thank you.
Chet: It’s an absolute pleasure to be here.
Tim: Yeah. Stoked to have you on. So why don’t we start off? Can you tell us the results that you were able to get from today’s tactic?
Chet: Yeah. Actually we implemented something in an email that had an up to 23% increase in the overall clicks just by implementing one thing and that was an animated gift actually of all things.
Chet: Animated gifts get kind of a bad rap depending on who’s talking about it but a kind of creative way that we use to make people click more. Yeah it actually increased up to 23% on all the test that we had which obviously mean that that meant more people are going and visiting our stuff which is always good news.
Tim: Yeah that’s awesome and that’s one of those things if we can find a way to get more engagement that way, and especially if we could have fun with an animate gift, it makes it even better.
Chet: Yeah, absolutely.
Tim: That’s awesome.
Chet: There’s a lot of creative ways to do it. There’s also a lot of ways to not do it so I’m going to dive in a little bit later here on the how to’s and what we did that worked and also things to avoid.
Tim: Cool. I love it. Well before we do that, why don’t you tell everybody who you are and what you do?
Chet: Yeah. My name is Chet Gass. I’m the director of CG Marketing Automation. Basically our focus is the one-stop shop for everything marketing automation related. So I know there’s a lot of agencies, a lot of places out there that are strictly focused on and seems just revenue. We take a different approach in terms of we’re focused on things that obviously always generate revenue but are also saving people time. Giving them time to focus on more revenue generating activities meaning that they can now scale or sell their business. So it’s kind of a cool, unique concept and we’re really open about how we use marketing automation with different tactics and stuff you can use. We focus a lot of brick and mortar businesses, a lot of service professionals. We do some info product related businesses and online related businesses. But we found that we really like our niche in terms of the brick and mortar businesses and specifically service professional and stuff that we’re helping out.
Tim: Nice. I dig it. Cool. So why don’t you tell us a little bit about the specifics of maybe the before and after of this email and how you use the animated gift?
Chet: Yeah, absolutely. I mean for those clients we had a pretty robust email size of a little bit over a half a million people that we mail to.
Chet: So with this specific time we had a control rates of about 3.5% on the CTR. So we had an open of about 20% CTR of about 3.5%. So we knew anything obviously above that for testing the gift would be a win. We just didn’t know how much of a win it was actually going to translate into.
So we actually found that when we implemented the gift, and I’ll get a little bit into exactly how we use the gift and how we got people to click more, but just on the strict stats of it, actually the open rates stayed roughly about the same because we’re utilizing these same headlines so it was 20.35%.
The CTR actually jumped from 3.51 to 4.25 and the rate that we actually used to calculate a lot of our stuff more so than the CTR is the click to open ratio. So and the control that was 16.95% and then in the gift variant we actually had a 20.91%.
Chet: Yeah. It was an increase of 3.96% which is obviously a 23% increase in the click through ratio of the control variant that we’re running. So it was obviously the winner of that split test.
Tim: Yeah that’s huge. So how did you use the gift to do that and what was it specifically?
Chet: Yeah. Basically we kind of had a tactic for utilizing it. For this client, we did a lot of video marketing, driving to a lot of video pages. So when we’re utilizing that, I actually kind of stumbled upon this idea of trying to think of something else which was just trying to figure out a way to play a video in an email and I found out that that is not an easy thing to do whatsoever.
Chet: So I’ve found and a lot of people were saying oh just put a gift or something in there. It’s like yeah, I can kind of do that maybe but once I started thinking about it from a marketing perspective, I was like well if I’m driving to a video anyway, I’m not just driving to a static page. If I used to create a gift that was maybe a 30-second to one-minute clip of that specific video, and I put some creative text on it to make it seem like it’s almost like a video that someone needed to click, at that point I can probably get a lot more click through ratio from just using standard links.
So that’s basically the kind of concept that we use. So one major differentiating factor is the fact that gifts can send you to the Gmail promotions folder.
Chet: So we usually recommend that obviously if you’re sending gifts or anything like that, they either have whitelisted your emails or using plain text emails because plain text emails you get about one image leeway in terms of hitting the inbox versus hitting the promotions folder. Gifts have actually been around since 1987 so they’re certainly not a red flag for Gmail or anything else sending you to a promotion folder. It’s mainly like the HTML and the other things that might be associated with your email that make it seem like more of a business related email.
Chet: So that was the first step. The second step is we actually had it 30 seconds to one minute. The reason for that as opposed to a five second gift like you see in all the popular cat memes that are out there is with the one-minute, your 30-second to one-minute gift you get a chance to have people kind of get sucked into watching that video. In this case it was a talking head video so someone actually talking to the camera. So when you have something that loops in about five second increments or something similar to that, it’s easy for you to tune out after watching that two or three times because you watch it two or three times, you’re like all right, its’ the same thing over and over again. And then you kind of tune it out and you keep scrolling through and reading the rest of your email or whatever you’re doing.
So having that 30 second to one minute window allotted that we’re not utilizing the same hand movements at the same time. The person is obviously going through something that they’re talking about and then we actually had some text outlining on that as well as a play button that said, you know, like click to unmute audio, click to watch the entire video. Having the title of the actual video we tested a couple different ones in various different clients and things lie that. But we found that usually putting some kind of text on it also helps to make it seem like oh it’s actually a video I need to click on that to unmute it or something. Just basically getting them to the next page.
Tim: I love it. So it seems like the gift kind of felt like a preview almost or like a video and if people were. It could really increase curiosity seeing what’s going on and wanting to know what the person was talking about.
Chet: Exactly. I’ve seen a lot of gifts and I don’t want to used poorly but probably not used to the best of their abilities by maybe having something that makes an email look a little bit prettier or having something that loops but really doesn’t do anything or doesn’t kind of make someone want to take a specific action where this was actually a video you know, giving them a preview exactly of what they were going to see in the next page and just kind of enticing that click.
And the one thing I will say is that the human body is programmed to detect and any kind of movement that you’re seeing specifically in a place if you ever stand still and look and anything that moves will automatically catch your eye. So when you’re looking at a place like email where it’s all text, all pictures, nothing is realistically moving a gift is almost a surefire way to get someone to directly look which is obviously the first point in getting someone to click something they have to look at it first and then they have to read it. They have to assess whether it’s going to be interesting to them. So having a moving gift is a great way first of all just to get someone to the point or the crux of what you want them to look at and then if you have something if you’re driving to a video or a you have that gift visually explaining what they’re going to get on that next step, that is a very good way to just kind of keep, get people and push them through that funnel.
Tim: Nice. So any other ways that you’ve used gifts specifically to work on this exact kind of idea or was that the main thing that you’ve done that had the best positive results?
Chet: That was the one that’s had the best. I mean obviously any time we’ve used gifts in emails usually we use them to push the videos or use them to push to something with movement on the next page. I usually don’t use something like a gift pushing to like a long form sales page for example.
Chet: Because it breaks that momentum. There’s nothing moving in the next page so it’s almost end of like you were sold short if you clicked on something thaw as moving, you go on to the next page and it’s more text. So we usually tie to a video. You know, it’s sometimes tied to like a maybe like a webinar. When webinars are opening up use them. But this one by far just sending to actual videos or sending to anything where they’re going to be watching something is where we’ve seen the most amount of increase obviously in the enjoyment on the next page and the email and how they’re clicking through there.
Tim: Nice. Well I love this. I think this is a fun thing. Not something that we’ve ever talked about before using animated gifts to increase click through rate. So I love it. Thanks so much for sharing it on the show.
Chet: Absolutely. It was a pleasure to be here.