Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Full Funnel Email: Crafting Campaigns that Perform from Inbox to Landing Page

2,160 views

Published on

When was the last time you received an email addresssing you as [First_Name]? As a marketer, when's the last time you sent an email that got opened, but no one clicked?

Email has a talent for exposing our technological and human weaknesses.

Justine Jordan from Litmus and Stefanie Grieser from Unbounce they cover how to make your email marketing more personal and human to achieve better results throughout your entire email funnel (not just your open rate!) right through to your landing page.

Published in: Marketing
  • Be the first to comment

Full Funnel Email: Crafting Campaigns that Perform from Inbox to Landing Page

  1. 1. Full Funnel Email: Crafting Campaigns that Perform from Inbox to Landing Page
  2. 2. @meladorri@smgrieser
  3. 3. #LitmusLive@unbounce @litmusapp
  4. 4. #LitmusLive@unbounce @litmusapp
  5. 5. #LitmusLive@unbounce @litmusapp
  6. 6. #LitmusLive@unbounce @litmusapp A  LOOK  UNDER  OUR  HOOD
  7. 7. #LitmusLive@unbounce @litmusapp 75.1%  
 OPEN  RATE
  8. 8. #LitmusLive@unbounce @litmusapp 72  
 RESPONSES
  9. 9. #LitmusLive@unbounce @litmusapp 1.5%(ISH)     SALES
  10. 10. #LitmusLive@unbounce @litmusapp A  TON  OF
 RESPONSES  &   FEEDBACK
  11. 11. #LitmusLive@unbounce @litmusapp “EMAIL  IS  A  
 PERSONAL     MEDIUM…” -­‐  Jus&ne  Jordan
  12. 12. #LitmusLive@unbounce @litmusapp “SO  SEND     PERSONAL     EMAILS!” -­‐  Jus&ne  Jordan
  13. 13. #LitmusLive@unbounce @litmusapp “CLICKS  ARE     HUMANS” -­‐  Wil  Reynolds
  14. 14. ESPINBOX 21
  15. 15. 1  TO  MANY1  TO  1 21
  16. 16. HUMANS  MAKE  MISTAKES
  17. 17. REGULAR
 OL’  EMAIL OOPS
 EMAIL
  18. 18. REGULAR
 OL’  EMAIL OOPS
 EMAIL
  19. 19. REGULAR
 OL’  EMAIL OOPS
 EMAIL
  20. 20. REGULAR
 OL’  EMAIL OOPS
 EMAIL OOPS
 EMAIL
  21. 21. REGULAR
 OL’  EMAIL OOPS
 EMAIL
  22. 22. REGULAR
 OL’  EMAIL OOPS
 EMAIL REGULAR
 OL’ EMAIL OOPS
 EMAILOPEN RATE26.1% Open Rate 5.2% Click Rate 71.3% Open Rate 23.1% Click Rate
  23. 23. REGULAR
 OL’  EMAIL OOPS
 EMAIL REGULAR
 OL’ EMAIL OOPS
 EMAILOPEN RATE26.1% Open Rate 5.2% Click Rate 71.3% Open Rate 23.1% Click Rate REGULAR
 OL’ EMAIL OOPS
 EMAILOPEN RATE 273% Open Rate 444% Click Rate
  24. 24. 1.  BE  PROMPT But  don’t  rush  it
  25. 25. 2.  USE  HUMOR
  26. 26. Hi <<First Name>>!
  27. 27. 3.  OWN  UP  TO  IT
  28. 28. 4.  ONE  APOLOGY
  29. 29. 4.  ONE  APOLOGY4. ONE APOLOGY It’s not too late now to say sorry!
  30. 30. 5.  GIVE  A  DEEPER
          DISCOUNT   (IF  YOU  CAN)
  31. 31. #LitmusLive@unbounce @litmusapp
  32. 32. #LitmusLive@unbounce @litmusapp
  33. 33. Our Best Emails! And we want you to steal em.
  34. 34. GET     OUR   BEST     EMAILS! BIT.LY/STEALOUREMAILS
  35. 35. bit.ly/email-mistakes Free download Go from panic to recovery
  36. 36. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive Hierarchy of Subscriber Needs REMARKABLE VALUABLE FUNCTIONAL RESPECTFUL exceptional content + experiences targeted, relevant, personalized links and images work permission + expectations
  37. 37. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive Hierarchy of Subscriber Needs REMARKABLE VALUABLE FUNCTIONAL RESPECTFUL exceptional content + experiences targeted, relevant, personalized links and images work permission + expectations
  38. 38. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive FULL-FUNNEL EMAIL FROM NAME SUBJECT LINE PREVIEW 
 TEXT INBOX OPEN TAP/CLICK EMAIL BODY PAGE PAGE
  39. 39. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive Hierarchy of Subscriber Needs REMARKABLE VALUABLE FUNCTIONAL RESPECTFUL exceptional content + experiences targeted, relevant, personalized links and images work permission + expectations
  40. 40. #LitmusLive@unbounce @litmusapp #LitmusLive@unbounce @litmusapp
  41. 41. #LitmusLive@unbounce @litmusapp Contextual follow-up: Prospect vs. Customer
  42. 42. #LitmusLive@unbounce @litmusapp Trigger from action or inaction
  43. 43. #LitmusLive@unbounce @litmusapp City-specific targeting General email
  44. 44. #LitmusLive@unbounce @litmusapp
  45. 45. #LitmusLive@unbounce @litmusapp Let’s walk a mile…
  46. 46. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive FROM NAME SUBJECT LINE PREVIEW 
 TEXT INBOX OPEN TAP/CLICK EMAIL BODY PAGE PAGE FULL-FUNNEL EMAIL
  47. 47. GET OUT OF THE MENTALITY
  48. 48. #LitmusLive@unbounce @litmusapp Don’t act like a spammer.
  49. 49. #LitmusLive@unbounce @litmusapp Permission is... • Opt-in • Not implied • Not purchased • Not forever Don’t act like a spammer.
  50. 50. #LitmusLive@unbounce @litmusapp quora from names
  51. 51. #LitmusLive@unbounce @litmusapp no-reply@brand.com replies@brand.com Behind every from name…
  52. 52. #LitmusLive@unbounce @litmusapp
  53. 53. #LitmusLive@unbounce @litmusapp
  54. 54. #LitmusLive@unbounce @litmusapp
  55. 55. #LitmusLive@unbounce @litmusapp opens clicks, conversions Subject line optimization
  56. 56. #LitmusLive@unbounce @litmusapp
  57. 57. #LitmusLive@unbounce @litmusapp Source: Grammarly & Movable Ink
  58. 58. #LitmusLive@unbounce @litmusapp ‘view images’ actionable, trackable Preview text optimization
  59. 59. #LitmusLive@unbounce @litmusapp Guide to preview text >> bit.ly/preview-text
  60. 60. #LitmusLive@unbounce @litmusapp An optimized inbox
  61. 61. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive FROM NAME SUBJECT LINE PREVIEW 
 TEXT INBOX OPEN TAP/CLICK EMAIL BODY PAGE PAGE FULL-FUNNEL EMAIL
  62. 62. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive CONTEXT-AWARE EMAIL What do we know about the user 
 to create a better experience?
  63. 63. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive Technology: What device is being used? Environment: Where and when is the user? Task: What is the user trying to accomplish?
  64. 64. #LitmusLive@unbounce @litmusapp TECHNOLOGY
  65. 65. #LitmusLive@unbounce @litmusapp email from an ATM transaction! ENVIRONMENT
  66. 66. #LitmusLive@unbounce @litmusapp TASK I want to swim. Which pool is closed?
  67. 67. #LitmusLive@unbounce @litmusapp Apple Watch? No text version? No email.
  68. 68. #LitmusLive@unbounce @litmusapp 10% 20% 30% 40% 50% 60% 70% Jan-11 M ar-11 M ay-11 Jul-11 Sep-11 N ov-11 Jan-12 M ar-12 M ay-12 Jul-12 Sep-12 N ov-12 Jan-13 M ar-13 M ay-13 Jul-13 Sep-13 N ov-13 Jan-14 M ar-14 M ay-14 Jul-14 Sep-14 N ov-14 Jan-15 M ar-15 M ay-15 Jul-15 Sep-15 N ov-15 Jan-16 M ar-16 Mobile email opens: +600% in 5 years 8% 56% Source: Litmus Email Analytics
  69. 69. #LitmusLive@unbounce @litmusapp 70%+ open on mobile < 15% open on mobile Know your audience
  70. 70. #LitmusLive@unbounce @litmusapp No images = no message? Guide to styled ALT text >> bit.ly/styledALT
  71. 71. #LitmusLive@unbounce @litmusapp Entertaining Enticing Explaining Animated GIFs
  72. 72. #LitmusLive@unbounce @litmusapp Animated GIFs >>> bit.ly/gifs-email Include CTA in 1st frame
  73. 73. #LitmusLive@unbounce @litmusapp Video in emailVideo with email NEWSNEWS Press play and watch without leaving the emailClick to watch video on a landing page Video
  74. 74. #LitmusLive@unbounce @litmusapp
  75. 75. #LitmusLive@unbounce @litmusapp Images as buttons
  76. 76. I like… BIG BUTTONS … and I cannot lie @unbounce @litmusapp #LitmusLive
  77. 77. #LitmusLive@unbounce @litmusapp ‣ Body copy: 16px+ ‣ Headlines: 22px+ ‣ Buttons: 44px by 44px ‣ Space: 40px+ ‣ Tappable touch targets Bigger is better
  78. 78. #LitmusLive@unbounce @litmusapp Free Trial See plans and pricing Create a great CTA
  79. 79. #LitmusLive@unbounce @litmusapp 200% increase in signups Free Trial See plans and pricing Create a great CTA
  80. 80. #LitmusLive@unbounce @litmusapp YOUR  EMAIL  CTA   HAS  1  JOB
  81. 81. #LitmusLive@unbounce @litmusapp 83.1%
  82. 82. #LitmusLive@unbounce @litmusapp YOU HAD ONE JOB!
  83. 83. #LitmusLive@unbounce @litmusapp PPC AD LP HEADLINE LP CTA LP BODY LP FORM EMAIL SUBJECT EMAIL BODY EMAIL CTA LP HEADLINE LP CTA LP BODY CART HEADLINE CART FORM CART CTA *full credit goes to Joanna Wiebe
  84. 84. #LitmusLive@unbounce @litmusapp YOUR  MARKETING   IS  CONNECTED.
  85. 85. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive
  86. 86. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive
  87. 87. #LitmusLive@unbounce @litmusapp “The Email is the invitation & the landing page is the party.”
  88. 88. #LitmusLive@unbounce @litmusapp
  89. 89. #LitmusLive@unbounce @litmusapp
  90. 90. #LitmusLive@unbounce @litmusapp STOP!
  91. 91. #LitmusLive@unbounce @litmusapp YOUR  LANDING  PAGE  IS   TRYING  TO  BE  EVERYTHING   TO  EVERYBODY.
  92. 92. #LitmusLive@unbounce @litmusapp
  93. 93. #LitmusLive@unbounce @litmusapp ONE  PAGE.   ONE  PURPOSE.   PERIOD.
  94. 94. #LitmusLive@unbounce @litmusapp YOU HAD ONE JOB!
  95. 95. #LitmusLive@unbounce @litmusapp LP HEADLINE LP CTA LP FORM LP BODY LP HERO SHOT To get filled out. To show off your product or service. To provide ‘need-to-know’ information to convince your prospect . To get clicked. To convert! To tell your audience what you do. Quickly. YOU HAVE ONE JOB!
  96. 96. #LitmusLive@unbounce @litmusapp
  97. 97. #LitmusLive@unbounce @litmusapp
  98. 98. #LitmusLive@unbounce @litmusapp
  99. 99. #LitmusLive@unbounce @litmusapp
  100. 100. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive
  101. 101. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive
  102. 102. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive
  103. 103. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive COPY  INFORMS  DESIGN NOT  THE  OTHER  WAY  AROUND
  104. 104. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive LIGHT  BOXES!
  105. 105. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive
  106. 106. #LitmusLive@unbounce @litmusapp
  107. 107. #LitmusLive@unbounce @litmusapp
  108. 108. #LitmusLive@unbounce @litmusapp Data taken from 40,000 active Unbounce Landing Pages. February 2015. Data taken from 40,000 active Unbounce Landing Pages. February 2015. Mean conversion rate Data taken from 40,000 active Unbounce Landing Pages. February 2015. TALKING POINT 33% increase in the mean conversion rate by adding an extra field? Zero difference in conversion with an extra field
  109. 109. #LitmusLive@unbounce @litmusapp Data taken from 40,000 active Unbounce Landing Pages. February 2015.
  110. 110. #LitmusLive@unbounce @litmusapp Data taken from 40,000 active Unbounce Landing Pages. February 2015. Data taken from 40,000 active Unbounce Landing Pages. February 2015. Mean conversion rate
  111. 111. #LitmusLive@unbounce @litmusapp Data taken from 40,000 active Unbounce Landing Pages. February 2015. Data taken from 40,000 active Unbounce Landing Pages. February 2015. Mean conversion rate Data taken from 40,000 active Unbounce Landing Pages. February 2015. TALKING POINT 33% increase in the mean conversion rate by adding an extra field?
  112. 112. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive
  113. 113. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive Start Your 30 Day Free Trial Start My 30 Day Free Trial 90%
  114. 114. #LitmusLive@unbounce @litmusapp LANDING  PAGES   CAN  BE  PERSONAL   TOO!
  115. 115. #LitmusLive@unbounce @litmusapp
  116. 116. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive MEET  PHIL!
  117. 117. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive
  118. 118. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive
  119. 119. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive BOLD FLAVOUR FOR MORE INFO VISIT WWW.HIREGRAHAMCOX.CA THINKER MARKETER SPORTS FAN 1.9 L 100 CANADA SEVENS EXCLUSIVE 100 PERCENT AWESOME SOME OF THE BEST THINGS HAPPEN OVER BEER. IDEAS ARE BORN, FRIENDSHIPS FORGED, AND NEW OPPORTUNITIES PRESENT THEMSELVES. THIS BEER IS ALL ABOUT AN OPPORTUNITY TO MEET GRAHAM COX, FORGE A RELATIONSHIP, AND GROW CANADA SEVENS IN VANCOUVER. MY STORY INGREDIENTS
  120. 120. DELIVER AWESOME EXPERIENCES
  121. 121. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive WANT   INSPIRATION   FOR  YOUR   NEXT   LANDING   PAGE?   BIT.LY/UNBOUNCE-­‐ FALL-­‐LOOKBOOK
  122. 122. Build High Converting Landing Pages for Every Campaign. Without Bugging Your Developer
  123. 123. Drag & Drop Landing Page Builder that’s Mobile Responsive!
  124. 124. A/B Test Your Landing Pages
  125. 125. Over 100+ Customizable Templates
  126. 126. Integrate Everything! Easily integrate Unbounce with your clients’ favourite email, CRM, marketing automation or analytics tools.
  127. 127. Dynamic- Text Lightboxes Video Background
  128. 128. Unbounce Questions? stefanie@unbounce.com
  129. 129. State of Email Production litmus.com/lp/2016-state-of-email-production How marketers plan, build, approve & send emails.
  130. 130. State of Email Design litmus.com/lp/2016-state-of-email-design How marketers go from inspiration to email design to landing page
  131. 131. Ultimate Guide to Email litmus.com/lp/email-optimization-tips A comprehensive look at optimizing every part of the email creation process.
  132. 132. Email marketers live with fear every time they press send. • Broken links • Missing images • Rendering issues • Missing preview text • Inaccurate data
  133. 133. Works with every ESP No need for marketers to switch, implement, or integrate. Get started in seconds.
  134. 134. Optimize each email’s subject line, from name, preview text, and reply-to address
  135. 135. Find missing ALT text and preview with images off
  136. 136. Identify incorrect or broken links and run a comprehensive browser preview test with one click
  137. 137. Find broken images or images that will slowly load. Decrease load times for fast rendering on mobile.
  138. 138. Simultaneously preview emails in mobile and desktop views
  139. 139. Snippets save commonly used HTML and CSS; 
 increasing efficiency and reducing errors.
  140. 140. Open source responsive templates are pre-tested 
 and compatible with common email programs.
  141. 141. Email testing takes seconds. Marketers can troubleshoot and iterate quickly.
  142. 142. See who opens in iPhone, Gmail, Outlook, Lotus Notes, and more
  143. 143. See read rate, geolocation, forwards, and prints.
  144. 144. Works with every ESP No need for marketers to switch, implement, or integrate. Get started in seconds.
  145. 145. Questions? Ask away! Use the GoToWebinar panel.

×