The Top 10 Things You Need to Know to Design Kickass Emails & Landing Pages

Want a FAST way to make your customers love your marketing?

First, make it all about THEM—not you, not your company, but your audience!

Then, implement Knak founder Pierce Ujjainwalla’s CHEETAH framework in your landing pages and emails.

Pierce describes CHEETAH in this video excerpt from MarketingProfs B2B Forum 2023

The CHEETAH Email Framework

Email is all about testing, and to test you have to be able to iterate quickly, hence the cheetah.

Here are the seven email tips that, if you take these back and implement them into your emails, are going to get better results.

C - Captivate

You only get one shot, one opportunity.

• Are you dropping bombs with your send display name, subject line, and preview text?
• Are you going to use emojis to capture it or just let it slip?
• Opens are half the battle, success is the only option.

H - Human

• Are you writing in authentic language like a human?
• Does your email feel like it's coming from a person or a big, faceless company?
• 1-person email trick for writing.

E - Entertain

• Who said B2B has to be boring?
• Does it make someone laugh?
• Edu-tainment is effective.
• Take some risks.

E - Easy

• Define the GOAL - what do you want them to do?
• Choose a single Call-to-Action (CTA) and focus on it.
• Make it easy to read (readable.com).

T - Transitions

• Get creative with the transitions in your emails.
• No one said every section needed a straight line across it.
• It's just another image to add!

A - Animate

• Helps to stand out, be different - catch attention.
• Try to be subtle with the animations, not overly distracting.
• EZGIF.com to make GIFs (watch the size)

H - Harmony

• Are your emails and landing pages consistent?
• Your email should hook and your landing page should convert.
• Do you make it easy for your prospects/customers to convert?

The CUB Landing Page Framework

C - Conversion

CTAs

• Lower perceived effort: "Get Started" instead of "Book a Demo".
• Remove all doubt: Offer a free trial? Tell them.
• Landing page on the longer side? Have the same CTA in multiple places.

U - Urgency

Sprinkle in FOMO

• Urgency and Scarcity: Limited time, resources, or products are powerful motivators.
• Counter/Timer: Show them how much time or product is left.

B - Benchmark and Best Practices

Benchmark and test

• Benchmarks: Start with industry benchmarks and compare your metrics.
• Test one thing at a time: Identify the true drivers of improvement or decline in performance.
• Losing is learning: Knowing what doesn't work can be just as valuable.

Best Practices

• Mobile friendliness: More than half of all web traffic comes from mobile.
• Accessibility: 8% of the U.S. population has a visual impairment. Make sure that you set alt text (text that describes images).
• Dark mode: 88.6% of people prefer using Dark Mode on their devices.