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About the Hosts

Chris HextonChris 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 EngleyRyan 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.

5 Steps to an Email Campaign that Converts

See how Unbounce can help you quickly build and publish targeted landing pages

(without having to code)

Stick around afterward

Director of Customer Success

Ryan Engley

Unbounce

@ryan_engley

Join our chat on Twitter

Founder

Chris Hexton

Vero

@chexton

Join our chat on Twitter

5 Steps To An Email Campaign That Converts

1. Grow an engaged list with dedicated landing pages

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.

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.

A new funnel

• Can drive lots of traffic to your dedicated page.

• Apply usual LP optimization strategies.

• Measure everything.

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.

2. Segment your subscribers intorelevant groups

Some common segments

• Content (eBook, blog, lead)• Location• Referrer• Ad source (Google, FB)• Organisation size• Buyer type (VIP, sale)

An example

The goal

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.

3. Send educational emails to drive conversions the smart way

Sharing is the best form of marketing

Share your secrets and convert customers that have never heard of you into converts

quickly.

Number 1 FearI don’t have anything valuable to say!

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.

Works in any industry

Try different formats

• 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.

Give away your secrets!

4. Automate your campaigns to driveconversions whilst you sleep

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

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.

Use an auto-responder

5. Write emails that get read and convert for you

Me, Mine, I

Don’t use:

You, Your, Ours

Do use:

The ‘real’ subject line

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.

Build momentum with your series

Simple often works best

SINGLEHave a

call to action

Craft an effective CTA

C olourfulR elevantA ctionableF orcefulT argeted

Colorful

Relevant

Actionable

Forceful

Could be moredirect!

Targeted

How you can actuallysend smarter emails

An example

See more great examples

...or follow us on Twitter

blog.getvero.com

@veroapp

why.unbounce.com/for-email-campaigns

Why Unbounce?

Build your landing pages in hours – not weeks

It’s fast

Build, publish and optimize on your terms

You’re in control

Increase conversions with targeted pages & A/B testing

You’ll get better results