Smart Email Conversions
Smart Email Conversions
Smart Email Conversions
To Email Marketing
Conversion
UNBOUNCE
www.unbounce.com
Message Type
Open
Rate
Click
Rate
CTOR
14%
1.3%
9.5%
Editorial
32.7%
8.3%
25.3
Marketing
21.8%
2.9%
13.3%
Other
20.4%
2.8%
13.5%
Research
24.7%
3.8%
15.5%
Service
49.7%
7.6%
15.2%
Acquisition
In this guide, well cover the following topics to help you become a smarter marketer:
REPEAT
Create Content
Master List
Group 1
Group 2
Group 3
Gather Leads
3 Drive Trac
3. Build a high-converting
landing page for your content
Now that your email list is ready to receive
subscribers, youre going to need to build a landing
page to begin collecting email addresses in
exchange for your content.
The goal of this landing page proves that your
content is not only worth of an email address, but
that your company is trustworthy and an expert in
your field. Your landing page conversion goal will be
a successful form submission.
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8.
9.
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As you can see from this example, you can mix the
conversion currency by allowing people to buy
your ebook in different ways. In this example we
provide the option to get the ebook by tweeting
about it. This creates a viral feedback loop, where
people see your ebook on Twitter and are enticed to
click, arriving on this page where you now have the
opportunity to gain another lead.
As the primary purpose of your page is to gather
emails, you have to weigh the use of a tactic like this.
One of the key benefits of this approach is that your
campaign can have an extended lifetime by virtue of
its circular nature. You could also run an A/B test, so
that 50% see just an email form, and the other 50%
see both options, allowing you to ensure a steady
flow of emails while also seeing a steady flow of
social engagement.
For more detail on this concept read the pay with a
tweet vs. pay with an email case study.
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Privacy Policies/Statements
This is an important trust factor. Not many people
will click on your privacy policy link, but seeing it
will put them at ease. There are a couple of ways
to achieve this. You can link to a full legal page that
explains how you will use their email, or you can
add a statement that says that you wont ever spam
them. Whichever tactic you choose (both is best)
you need to place it right next to the email form field
- not at the bottom of the page where people might
miss it.
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Important note: If your traffic sources are different (your own contact list vs. social vs. paid search vs. guest post) its a
good idea to build a separate landing page for each. This lets you measure the effectiveness of each of your inbound
channels.
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An example hypothesis
We think that by adding the statement Even if you
cant make it, register anyway and well send you
VERSION
VERSION
VERSION
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Dont stop
The lesson learned here, Dont stop creating great content...
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10. Ask customers nearing the free-trial end date if theres anything you can personally do to help them make
their decision
Sometimes people will sign up but wont be ready to start using your product or service. Giving them an extension
is a friendly way of keeping them close by and at the same time a gentle nudge to remind them of what they
signed up for in the first place.
In summary
Over the course of reading this ebook, we hope youve enjoyed learning about how email marketing can be done in a
smarter way, by utilizing content creation and the use of targeted landing pages.
As a brief reminder, we covered:
Why and how email and landing pages work together for smarter marketing
Growing your subscriber list by creating incentive with free quality content
List building tips
Building a high-converting landing page for your content, including examples of how to build effective ebook
and webinar pages - and the anatomy of each
Ensuring your landing pages are highly relevant to your emails, and are built using best practices
Driving people to your landing pages
How to A/B test your landing pages
Continuing to create content to expand your appearance as a subject matter expert and use groups and
segmentation to target content to relevant list members
10 Ways to Convert Your Subscribers to Into Customers
Use these techniques and youll find your email marketing more effective, measurable and durable.
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