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

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

#LitmusLive@unbounce @litmusapp

A LOOK UNDER OUR HOOD

75.1%  
OPEN RATE

72  
RESPONSES

1.5%(ISH)
SALES

A TON OF 
RESPONSES &
FEEDBACK

“EMAIL IS A  
PERSONAL
MEDIUM…”
-‐ Jus&ne Jordan

“SO SEND
PERSONAL
EMAILS!”
-‐ Jus&ne Jordan

“CLICKS ARE
HUMANS”
-‐ Wil Reynolds

REGULAR 
OL’ EMAIL
OOPS 
EMAIL

REGULAR 
OL’ EMAIL
OOPS 
EMAIL
OOPS 
EMAIL

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 
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

1. BE PROMPT
But don’t rush it

4. ONE APOLOGY4. ONE APOLOGY
It’s not too late
now to say sorry!

5. GIVE A DEEPER 
DISCOUNT
(IF YOU CAN)

Our Best Emails!
And we want
you to steal em.

GET
OUR
BEST
EMAILS!
BIT.LY/STEALOUREMAILS

bit.ly/email-mistakes
Free
download
Go from panic
to recovery

#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

FULL-FUNNEL EMAIL
FROM NAME
SUBJECT
LINE
PREVIEW  
TEXT
INBOX
OPEN TAP/CLICK
EMAIL BODY
PAGE
PAGE

#LitmusLive@unbounce @litmusapp #LitmusLive@unbounce @litmusapp

Contextual follow-up:
Prospect vs. Customer

Trigger from action or inaction

City-specific targeting General email

Let’s walk a mile…

FROM NAME
SUBJECT
LINE
PREVIEW  
TEXT
INBOX
OPEN TAP/CLICK
EMAIL BODY
PAGE
PAGE
FULL-FUNNEL EMAIL

Don’t act like a spammer.

Permission is...
• Opt-in
• Not implied
• Not purchased
• Not forever
Don’t act like a spammer.

quora from names

no-reply@brand.com
replies@brand.com
Behind every from name…

opens
clicks, conversions
Subject line optimization

Source: Grammarly & Movable Ink

‘view images’
actionable, trackable
Preview text optimization

Guide to preview text >> bit.ly/preview-text

An optimized inbox

CONTEXT-AWARE EMAIL
What do we know about the user  
to create a better experience?

Technology: What device is being used?
Environment: Where and when is the user?
Task: What is the user trying to accomplish?

TECHNOLOGY

email from an ATM transaction!
ENVIRONMENT

TASK
I want to swim.
Which pool
is closed?

Apple Watch?
No text version?
No email.

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

70%+ open on mobile < 15% open on mobile
Know your audience

No images = no message?
Guide to styled ALT text >> bit.ly/styledALT

Entertaining Enticing Explaining
Animated GIFs

Animated GIFs
>>> bit.ly/gifs-email
Include CTA in 1st frame

Video in emailVideo with email
NEWSNEWS
Press play and watch without leaving the emailClick to watch video on a landing page
Video

Images as buttons

I like…
BIG BUTTONS
… and I cannot lie
@unbounce @litmusapp #LitmusLive

‣ Body copy: 16px+
‣ Headlines: 22px+
‣ Buttons: 44px by 44px
‣ Space: 40px+
‣ Tappable touch targets
Bigger is better

Free Trial See plans and pricing
Create a great CTA

200% increase in signups
Free Trial See plans and pricing
Create a great CTA

YOUR EMAIL CTA
HAS 1 JOB

83.1%

YOU HAD ONE JOB!

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

YOUR MARKETING
IS CONNECTED.

“The Email is the
invitation & the
landing page is
the party.”

STOP!

YOUR LANDING PAGE IS
TRYING TO BE EVERYTHING
TO EVERYBODY.

ONE PAGE.
ONE PURPOSE.
PERIOD.

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!

COPY INFORMS DESIGN
NOT THE OTHER WAY AROUND

LIGHT BOXES!

Data taken from 40,000
active Unbounce Landing Pages.
February 2015.
February 2015.
Mean conversion rate
February 2015.
TALKING POINT
33% increase in the
mean conversion rate
by adding an extra ﬁeld?
Zero difference in conversion
with an extra ﬁeld

February 2015.

February 2015.
February 2015.

February 2015.
February 2015.
February 2015.
TALKING POINT
33% increase in the
mean conversion rate
by adding an extra ﬁeld?

Start Your 30 Day Free Trial Start My 30 Day Free Trial
90%

LANDING PAGES
CAN BE PERSONAL
TOO!

MEET PHIL!

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

WANT
INSPIRATION
FOR YOUR
NEXT
LANDING
PAGE?
BIT.LY/UNBOUNCE-‐
FALL-‐LOOKBOOK

Build High Converting
Landing Pages for Every
Campaign. Without
Bugging Your Developer

Drag & Drop Landing Page Builder that’s Mobile
Responsive!

Over 100+ Customizable Templates

Integrate Everything!
Easily integrate Unbounce with your clients’
favourite email, CRM, marketing automation
or analytics tools.

Dynamic-
Text
Lightboxes
Video
Background

Unbounce Questions?
stefanie@unbounce.com

State of Email Production
litmus.com/lp/2016-state-of-email-production
How marketers plan,
build, approve & send
emails.

State of Email Design
litmus.com/lp/2016-state-of-email-design
How marketers go from
inspiration to email
design to landing page

Ultimate Guide to Email
litmus.com/lp/email-optimization-tips
A comprehensive look
at optimizing every part
of the email creation
process.

Email marketers live with fear
every time they press send.
• Broken links
• Missing images
• Rendering issues
• Missing preview text
• Inaccurate data

Works with every ESP
No need for marketers to switch, implement,
or integrate. Get started in seconds.

Optimize each email’s subject line, from name,
preview text, and reply-to address

Find missing ALT text and preview with images off

Identify incorrect or broken links and run a
comprehensive browser preview test with one click

Find broken images or images that will slowly load.
Decrease load times for fast rendering on mobile.

Simultaneously preview emails in mobile and desktop views

Snippets save commonly used HTML and CSS;  
increasing efficiency and reducing errors.

Open source responsive templates are pre-tested  
and compatible with common email programs.

Email testing takes seconds.
Marketers can troubleshoot and iterate quickly.

See who opens in iPhone, Gmail, Outlook,
Lotus Notes, and more

See read rate,
geolocation,
forwards, and
prints.

Questions?
Ask away! Use the GoToWebinar panel.

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

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