Introducing Rebelmail Modules: Hotspots
November 29, 2016
We’ve mentioned how Rebelmail modules can impact click-through-rate. Some modules, like the quiz, inspire the subscriber to leave the email and go to site. Others, like add-to-cart, tend to reduce CTOR because the subscriber can complete the action within the email. In both cases, however, Rebelmail increases the value of the email campaign by providing actionable insight into subscriber behavior. It’s important to challenge your current email metrics.
Why focus on CTOR when the subscriber does not have to leave the email to act?
The hotspots module provides a way for subscribers to reveal more product detail within the email and, although the hotspots module may slightly lower CTORs, it drives more eligible leads to site.
The hotspot module is a natural way to discuss multiple products or bring attention to new features. In this example, a client launched a new cosmetics collection. The hotspots pulsate over each product to indicate interactivity.
When the subscriber taps on the hotspot, an overlay is revealed within the email. This overlay contains an image, text content and a CTA.
In a similar test to the example above, we saw a 9% interaction rate and an 18% boost in conversions compared to the static send--despite the drop in CTOR. The hotspots allowed subscribers to learn product details before going to the web.
Performance and Best Practice
The hotspots rest on a single background image. This background content is not clickable. The only clickable elements in the module are the hotspots and any CTA within the overlay. Because the subscriber has to interact with the hotspot to activate the overlay, it is important that the revealed content inspires the subscriber to act.
We do not want to add steps to the conversion funnel or use the hotspot to create redundancy in content.
For example, let’s say that hotspots image features a model wearing jeans and a top. There is one hotspot on the jeans and one on the top. When the subscriber interacts with the hotspots, they are shown an overlay with information about the product. The jeans and top each come in multiple colors and sizes. The subscriber does not have the ability to make those decisions within the overlay, so the strategy would be to push them to the product page. The have to interact with the hotspot and then click out of the email to take action.
Compare that scenario to a hotspots image of a new phone. There’s a hotspot on each new feature of the phone. When the subscriber interacts with the hotspot on the top left, they’ll learn about the benefits of the new camera. When they interact with the center hotspot, they’ll learn about the improvements to the screen. Each CTA in the overlay leads to a single landing page.
The second scenario is a better use case for the hotspots module, as the first scenario increases the number of clicks to purchase. The second scenario educates the subscriber in-email, so when they click-through to site they are more primed to purchase. Layout, placement and content play a large part in the success of this module.
- Single background image that features multiple products
- Design your hotspots graphic
- Overlay features an image and CTA
- Cannot include dropdowns or other choice mechanism within the hotspot overlay.
An unique way to use this module is in an onboarding series to teach a subscriber how to use your product or service. For example, combine a screenshot of your log-in page with hotspots to show a subscriber how to log-in and set up an account.
Hotspots are also great for new product launches, new feature launches and a way to reveal content to delight your subscribers!
The hotspots module is easy to set up through the builder or our API. Have a great use case for it? Want to see a demo? Drop us a line at firstname.lastname@example.org.