Chris Hexton, Co-founder & CEO at Vero
4 Crucial Steps to Email
Marketing That Converts
!
Succeeding at Email Marketing
&
Who Am I ?
Chris is a highly respected thought leader
on email marketing. He's the co-founder
of behavioral email marketin...
@chexton #KISSwebinar
Join me on Twi er
1 Personalization is More Than Just a Name
2 Click Tracking is for Suckers
3 Grow Your List Faster
Table of Contents
4 My ...
WATCH THIS WEBINAR RECORDING NOW
PERSONALIZATION
IS MORE THAN
JUST A NAME
How to send one-on-one emails
that go beyond “Hi, Chris...”
1
Ways to approach customer segmentation
Customer lifecycle!

Based on your customers behavior. E.g. started a free
trial, c...
Customer lifecycle
Case study: Segment on customer a ributes
Case study: Segment on customer a ributes
Case study: Segment on customer a ributes
Case study: Segment on customer a ributes
Case study: Segment on customer a ributes
Get specific
…and even more specific
Get specific
The biggest in the business: Personalization
The biggest in the business: Personalization
Use data and events
Use data and events
CLICK TRACKING IS
FOR SUCKERS
Why tracking conversions is vital
2
Things you want to know
Did this email lead to signups?
Does this email lead to signups on its own?
How does my email impa...
Why these things ma er
How much should I spend
on my email marketing?
Tracking conversions consistently
Tracking conversions consistently
What happen if you’re not doing this?
Here is the ideal end result
Se ing it up in your email provider
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
GROW FASTER
Creative tips to increase your
subscribers quickly
3
Use a dedicated landing page
http://pages.getvero.com/the-marketers-email-conversion-course/
Use a dedicated landing page
Use your home page
Use your home page
Use your best stories
…because valuable stories gets leads
Think of your content as one big funnel
Valuable content gets leads
An example of a survey I use via Qualaroo
Use pages where you have “dead” traffic
Hack various platforms - e.g. Hacker News
Display remarking to drive leads to your
subscription forms
Sharing ma ers
Use every li le chance you get
MY CUSTOMERS DID
WHAT?
Tracking customer actions
and the future of email
!
4
One-to-one context
One-to-one context
What is the next action you want your customers to
take?
What is the next action you want your customers to
take?
What is the next action you want your customers to
take?
What is the next action you want your customers to
take?
Use series
Build momentum and you’ll excel
Questions?
Ask away, we’ll do our best to
give you an answer
&
THANK YOU
Chris Hexton
Co-founder and CEO at Vero
&
How to make emails that convert with 4 easy steps
How to make emails that convert with 4 easy steps
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How to make emails that convert with 4 easy steps

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4 Crucial Steps to Email Marketing That Converts! Succeeding at Email Marketing Chris Hexton, Co-founder & CEO at Vero.
Chris is a highly respected thought leader on email marketing. He's the co-founder of behavioral email marketing so ware Vero and the author behind the Chris Hexton Vero fast growing Vero Email Marketing Blog.
Join me on Twitter @chexton #KISSwebinar
1 Personalization is More Than Just a Name, 2 Click Tracking is for Suckers, 3 Grow Your List Faster, 4 My Customers Did What?
PERSONALIZATION IS MORE THAN JUST A NAME. How to send one-on-one emails that go beyond “Hi, Chris...”
Ways to approach customer segmentation. 1 Customer lifecycle!
 Based on your customers behavior. E.g. started a free trial, checked out 4 times! 2 Customer personas! Based on the attributes of your customers. E.g. where they work, how old they are, etc.
Customer lifecycle
Case study: Segment on customer attributes
Get specific
…and even more specific
Get specific
The biggest in the business: Personalization
Use data and events
2 CLICK TRACKING IS FOR SUCKERS. Why tracking conversions is vital
Things you want to know Did this email lead to signups? Does this email lead to signups on its own? How does my email impact other conversion channels? Who is engaging with which email?
Why these things matter How much should I spend on my email marketing?
Tracking conversions consistently
What happen if you’re not doing this?
Here is the ideal end result
Setting it up in your email provider
3 GROW FASTER Creative tips to increase your subscribers quickly
Use a dedicated landing page http://pages.getvero.com/the-marketers-email-conversion-course/
Use your home page
…because valuable stories gets leads
Think of your content as one big funnel
Valuable content gets leads
An example of a survey I use via Qualaroo
Use pages where you have “dead” traffic
Hack various platforms - e.g. Hacker News
Display remarking to drive leads to your subscription forms
Sharing matters
Use every li le chance you get
MY CUSTOMERS DID WHAT? Tracking customer actions and the future of email
One-to-one context
What is the next action you want your customers to take?
Use series
Build momentum

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How to make emails that convert with 4 easy steps

  1. 1. Chris Hexton, Co-founder & CEO at Vero 4 Crucial Steps to Email Marketing That Converts ! Succeeding at Email Marketing &
  2. 2. Who Am I ? Chris is a highly respected thought leader on email marketing. He's the co-founder of behavioral email marketing so ware Vero and the author behind the fast growing Vero Email Marketing Blog. Chris Hexton Vero
  3. 3. @chexton #KISSwebinar Join me on Twi er
  4. 4. 1 Personalization is More Than Just a Name 2 Click Tracking is for Suckers 3 Grow Your List Faster Table of Contents 4 My Customers Did What?
  5. 5. WATCH THIS WEBINAR RECORDING NOW
  6. 6. PERSONALIZATION IS MORE THAN JUST A NAME How to send one-on-one emails that go beyond “Hi, Chris...” 1
  7. 7. Ways to approach customer segmentation Customer lifecycle!
 Based on your customers behavior. E.g. started a free trial, checked out 4 times. ! Customer personas! Based on the a ributes of your customers. E.g. where they work, how old they are, etc. 1 2
  8. 8. Customer lifecycle
  9. 9. Case study: Segment on customer a ributes
  10. 10. Case study: Segment on customer a ributes
  11. 11. Case study: Segment on customer a ributes
  12. 12. Case study: Segment on customer a ributes
  13. 13. Case study: Segment on customer a ributes
  14. 14. Get specific
  15. 15. …and even more specific
  16. 16. Get specific
  17. 17. The biggest in the business: Personalization
  18. 18. The biggest in the business: Personalization
  19. 19. Use data and events
  20. 20. Use data and events
  21. 21. CLICK TRACKING IS FOR SUCKERS Why tracking conversions is vital 2
  22. 22. Things you want to know Did this email lead to signups? Does this email lead to signups on its own? How does my email impact other conversion channels? Who is engaging with which email?
  23. 23. Why these things ma er How much should I spend on my email marketing?
  24. 24. Tracking conversions consistently
  25. 25. Tracking conversions consistently
  26. 26. What happen if you’re not doing this?
  27. 27. Here is the ideal end result
  28. 28. Se ing it up in your email provider
  29. 29. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  30. 30. GROW FASTER Creative tips to increase your subscribers quickly 3
  31. 31. Use a dedicated landing page http://pages.getvero.com/the-marketers-email-conversion-course/
  32. 32. Use a dedicated landing page
  33. 33. Use your home page
  34. 34. Use your home page
  35. 35. Use your best stories
  36. 36. …because valuable stories gets leads
  37. 37. Think of your content as one big funnel
  38. 38. Valuable content gets leads
  39. 39. An example of a survey I use via Qualaroo
  40. 40. Use pages where you have “dead” traffic
  41. 41. Hack various platforms - e.g. Hacker News
  42. 42. Display remarking to drive leads to your subscription forms
  43. 43. Sharing ma ers
  44. 44. Use every li le chance you get
  45. 45. MY CUSTOMERS DID WHAT? Tracking customer actions and the future of email ! 4
  46. 46. One-to-one context
  47. 47. One-to-one context
  48. 48. What is the next action you want your customers to take?
  49. 49. What is the next action you want your customers to take?
  50. 50. What is the next action you want your customers to take?
  51. 51. What is the next action you want your customers to take?
  52. 52. Use series
  53. 53. Build momentum and you’ll excel
  54. 54. Questions? Ask away, we’ll do our best to give you an answer &
  55. 55. THANK YOU Chris Hexton Co-founder and CEO at Vero &
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