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

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. 5 Steps to an Email Campaign
that Converts

4. See how Unbounce can help you quickly build
and publish targeted landing pages
(without having to code)
Stick around afterward

5. Director of Customer Success
Ryan Engley
Unbounce
@ryan_engley
Join our chat on
Twitter

6. Founder
Chris Hexton
Vero
@chexton
Join our chat on
Twitter

7. 5 Steps To An Email
Campaign That Converts

8. 1. Grow an engaged list with
dedicated landing pages

9. 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.

15. 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.

16. A new funnel
• Can drive lots of traffic
to your dedicated page.
• Apply usual LP
optimization strategies.
• Measure everything.

17. 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.

19. 2. Segment your subscribers into
relevant groups

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

23. An example

24. The goal

25. 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.

26. 3. Send educational emails to drive
conversions the smart way

27. Sharing is the best form of marketing
Share your secrets and convert customers
that have never heard of you into converts
quickly.

28. Number 1 Fear
I don’t have anything valuable to say!

29. 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.

30. Works in any industry

31. Try different formats

32. • 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.

33. Give away your secrets!

34. 4. Automate your campaigns to drive
conversions whilst you sleep

35. 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

36. 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.

37. Use an auto-responder

40. 5. Write emails that get read and
convert for you

41. Me, Mine, I
Don’t use:
You, Your, Ours
Do use:

42. The ‘real’ subject line

43. 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.

44. Build momentum with your series

45. Simple often works best

46. SINGLE
Have a
call to action

47. Craft an effective CTA
C olourful
R elevant
A ctionable
F orceful
T argeted

48. Colorful

49. Relevant

50. Actionable

51. Forceful
Could be more
direct!

52. Targeted

53. How you can actually
send smarter emails

55. An example

58. See more great examples
...or follow us on Twitter
blog.getvero.com
@veroapp

59. why.unbounce.com/for-email-campaigns

60. Why Unbounce?

61. Build your landing pages in hours – not weeks
It’s fast

62. Build, publish and optimize on your terms
You’re in control

63. Increase conversions with targeted pages & A/B testing
You’ll get better results