5 steps to an email campaign that converts


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In this Unwebinar, learn how to use email marketing as a powerful lead gen and conversion tool. Discover the advanced-level tactics required to help push leads off the fence and automate your email marketing machine.

Chris Hexton, Co-Founder of the Vero behavioural email platform will walk you through a no-fluff approach to email marketing.

Learn how to:

- Grow an engaged list
- Use targeted landing pages to maximize conversions
- Create targeted segments
- Focus on sharing knowledge in your campaigns
- Automate series campaigns to create customers

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5 steps to an email campaign that converts

  1. 1. Thank you for joining us! We’ll be starting in just a few minutes About the Hosts Chris Hexton Chris Hexton is a co-founder of Vero, email remarketing software that helps businesses send and optimize lifecycle emails. Focusing on content and email marketing Chris spends his time helping customers improve their email conversions. His goal is to share real advice you can put into action based on Vero's customer success stories. Ryan Engley Ryan is our Director of Customer Success who along with his team, helps Unbounce customers boost their conversion rates. He is our resident webinar host and consummate office vegan.
  2. 2. 5 Steps to an Email Campaign that Converts
  3. 3. See how Unbounce can help you quickly build and publish targeted landing pages (without having to code) Stick around afterward
  4. 4. Director of Customer Success Ryan Engley Unbounce @ryan_engley Join our chat on Twitter
  5. 5. Founder Chris Hexton Vero @chexton Join our chat on Twitter
  6. 6. 5 Steps To An Email Campaign That Converts
  7. 7. 1. Grow an engaged list with dedicated landing pages
  8. 8. Why dedicated LPs? • Conversion rates up to 50% for dedicated email pages. • Chance to sell your email marketing. • Focus gives you the chance to A/B test.
  9. 9. Things to focus on • A clear CTA (generally a big button) • Why the customer should subscribe. • Social proof (e.g. “Join 2,000 subscribers”) goes a long way. • Collect relevant data but don’t go over the top.
  10. 10. A new funnel • Can drive lots of traffic to your dedicated page. • Apply usual LP optimization strategies. • Measure everything.
  11. 11. How to get people to your page • Facebook remarketing (e.g. blog readers). • Popup / dead traffic on your home page. • Using Qualaroo. • “Why subscribe” link on blog (on forms). • Signature, forums posts, etc.
  12. 12. 2. Segment your subscribers into relevant groups
  13. 13. Some common segments • Content (eBook, blog, lead) • Location • Referrer • Ad source (Google, FB) • Organisation size • Buyer type (VIP, sale)
  14. 14. An example
  15. 15. The goal
  16. 16. A practical place to start TODAY • Track potential size of the customer and adjust the offer in your educational course. • Track those that don’t sign up mid-way through and adjust CTAs.
  17. 17. 3. Send educational emails to drive conversions the smart way
  18. 18. Sharing is the best form of marketing Share your secrets and convert customers that have never heard of you into converts quickly.
  19. 19. Number 1 Fear I don’t have anything valuable to say!
  20. 20. You spend 24 hours a day, 7 days a week thinking about your business and your market. This is a lot more time than 99% of your readers will spend thinking about things.
  21. 21. Works in any industry
  22. 22. Try different formats
  23. 23. • Focus is 100% on education. • You should use a format that suits your tone and the goal. • Break emails up so you can build your own momentum. • Always have a goal and call to action in mind, despite it being less ‘direct’ than usual.
  24. 24. Give away your secrets!
  25. 25. 4. Automate your campaigns to drive conversions whilst you sleep
  26. 26. 1. Welcome to the course, promise content tomorrow. 2. Hit them with some honest, deep help for their problem 3. Send more tips that build on point two. 4. Take a new angle on their problem. Offer higher deal. 5. Go more in-depth on the core of their issues. 6. Give away your BEST secrets. Tell them course is concluding. 7. Conclude your content, offer lower deal. Give chance to re- port in or get in touch. The basic structure
  27. 27. Things to get right • Build momentum so ultimately people do buy from you. Don’t email for nothing! • Test the timings. No need to be perfect the first time. • Regularly review your autoresonder.
  28. 28. Use an auto-responder
  29. 29. 5. Write emails that get read and convert for you
  30. 30. Me, Mine, I Don’t use: You, Your, Ours Do use:
  31. 31. The ‘real’ subject line
  32. 32. Why the subject line is so important • It’s visible in the inbox. Without impact it won’t get you an open. • It provides context. Context leads to conversions. • It’s easy to test and experiment with.
  33. 33. Build momentum with your series
  34. 34. Simple often works best
  35. 35. SINGLE Have a call to action
  36. 36. Craft an effective CTA C olourful R elevant A ctionable F orceful T argeted
  37. 37. Colorful
  38. 38. Relevant
  39. 39. Actionable
  40. 40. Forceful Could be more direct!
  41. 41. Targeted
  42. 42. How you can actually send smarter emails
  43. 43. An example
  44. 44. See more great examples ...or follow us on Twitter blog.getvero.com @veroapp
  45. 45. why.unbounce.com/for-email-campaigns
  46. 46. Why Unbounce?
  47. 47. Build your landing pages in hours – not weeks It’s fast
  48. 48. Build, publish and optimize on your terms You’re in control
  49. 49. Increase conversions with targeted pages & A/B testing You’ll get better results