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.
46. #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
47. #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
48. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive
FULL-FUNNEL EMAIL
FROM NAME
SUBJECT
LINE
PREVIEW
TEXT
INBOX
OPEN TAP/CLICK
EMAIL BODY
PAGE
PAGE
49. #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
56. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive
FROM NAME
SUBJECT
LINE
PREVIEW
TEXT
INBOX
OPEN TAP/CLICK
EMAIL BODY
PAGE
PAGE
FULL-FUNNEL EMAIL
72. #ASCENDSUMMIT // @meladorri@unbounce @litmusapp #LitmusLive
FROM NAME
SUBJECT
LINE
PREVIEW
TEXT
INBOX
OPEN TAP/CLICK
EMAIL BODY
PAGE
PAGE
FULL-FUNNEL EMAIL
74. #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?
85. #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
107. #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!
120. #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
122. #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
123. #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?
131. #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
141. State of Email Production
litmus.com/lp/2016-state-of-email-production
How marketers plan,
build, approve & send
emails.
142. State of Email Design
litmus.com/lp/2016-state-of-email-design
How marketers go from
inspiration to email
design to landing page
143. Ultimate Guide to Email
litmus.com/lp/email-optimization-tips
A comprehensive look
at optimizing every part
of the email creation
process.
144. Email marketers live with fear
every time they press send.
• Broken links
• Missing images
• Rendering issues
• Missing preview text
• Inaccurate data
145. Works with every ESP
No need for marketers to switch, implement,
or integrate. Get started in seconds.