Onsite Email & Text Messaging List Growth User Guide

Years ago, before Wunderkind was driving billions of dollars in revenue for leading retailers around the globe through one-to-one messages, we were founded on a simple idea: what if a website could know when a user was leaving? It sounds quaint now, but we built, patented and launched the first Exit Intent overlay and began helping hundreds of leading retailers and publishers grow their lists.

Over the years and across tens of thousands of tests, we developed best practices in design and user experience that have since become table stakes in eCommerce and online publishing. To power them, we expanded and grew our product to meet the needs of the most demanding brands and businesses. And while other companies may deploy website experiences that look a lot like the things Wunderkind pioneered, the technology behind them is vastly different.

In this guide, we break down the ins and outs of Wunderkind’s list growth platform, including our advanced targeting, behavioral triggers, and onsite deployment features to highlight how leading marketers are delivering best-in-class experiences, powered by Wunderkind. Of course, in addition to our best-in-class technology, you’ll work with a dedicated, expert team of customer success managers, designers, and client engineers to ensure you reach your growth goals.

The Wunderkind Difference

Wunderkind builds products for marketers who are goaled on generating revenue. Wunderkind provides one-to-one customer experiences at unprecedented scale through channels that you own.

Wunderkind is a top performance marketing channel

Wunderkind powers one-to-one messages across email and text at scale not otherwise possible. We combine top technology and best-in-class strategy to produce consistent, directly-attributable results for our clients.

We create an unmatched customer experience

Over 500 leading retailers such as Uniqlo, rag&bone, and HelloFresh trust Wunderkind to grow their lists and recognize users better than ever before, allowing them to deliver more high-converting, one-to-one messages on websites, through emails, and texts.

Table of Contents

1. Getting Started: What is a Wunderkind Website Campaign?

Understand the foundation of each website list growth campaign: segmentation, behavioral triggers, and deployments.

2. Reach the Right Audience with Advanced Segmentation 

Wunderkind’s robust segmentation engine allows marketers to deliver the right messages to the right cohort, all consolidated into Visitor Profiles.

3. Trigger Personalized Captures Based on Real Time User Behavior

Engagement and disengagement triggers set the stage for how marketers should think about how real time behavior should influence messaging.

4. Capture Emails and Numbers with High-Performing Deployments

Explore our most popular and most custom deployments that match any brand’s needs and goals.

5. Test and Measure to Optimize Campaign Performance

Both proprietary and third-party analytics tools are integral to everything Wunderkind does. Learn about how we test, measure and optimize performance.

6. Legal and Compliance 

Wunderkind has robust approaches to privacy, permissioning, and accessibility laws, industry regulatory bodies, and Google policies.

7. Wunderkind’s Services Teams 

Meet the people behind the products to make all this possible.

Getting Started: What is a Wunderkind Website Campaign?

Wunderkind’s website campaigns are all about permissioning. They allow you to capture prospect emails and phone numbers on your website, based on real time actions and behaviors users take. When creating campaigns in the Wunderkind platform, we provide flexible setup and design options to ensure they reach the right audience, at the right time. Each campaign setup has four critical components:

1. Segmentation

This is who sees the campaign. Wunderkind starts with specific attributes such as prospect/customer status, device, traffic source, and more. From there, we layer on real time variables, which may only be true during part of a session, such as cart quantity, cart value, and more. For example, we can get as granular as showing a campaign only to returning users, on desktop devices, who are on the checkout page with more than $50 in their cart.

2. Behavioral Triggers

After determining an audience, we decide when to display--or trigger--the experience. With our advanced behavioral technology, we can activate campaigns based on stackable actions we observe in real time (e.g., exit intent, scroll, or click). For example, a user must be on a product page, be active for at least 30 seconds, and show exit intent.

3. Channel

Wunderkind works across both text messaging and email permissioning and integrates directly with your ESP. A website campaign can be dedicated to a single channel, or can drive sign-up to two lists.

4. Onsite Deployments

Finally, determine the best content and deployment format for your campaign. You can offer discounts, highlight promotions, or demonstrate social proof to encourage sign ups. Plus, we offer multiple, high-converting display formats such as banners, overlays, and tabs for you to choose from.

Growing Multiple Channels at Once

With the explosion of text message marketing in recent years, many marketers have a new opportunity to grow a new owned channel by expanding text message permissioning on their website. But knowing how to do both effectively can be difficult, and trying to make informed decisions with multiple vendors puts a unnecessary burden on internal teams.

After experimenting with text messaging point solutions, many marketers choose to work with Wunderkind to manage list growth holistically. This is because, ultimately, one partner across channels maximizes performance, experience, and returns.

1. Better Performance

Wunderkind aims to scale revenue across channels, finding the right balance between email and text messaging to maximize performance, holistically.

2. Better User Experience

With Wunderkind’s identification technology, you can better control who you ask to opt-in, the number of experiences a user sees, and which channel they see.

3. Better Returns

Focusing on the right audience for each channel also drives channel efficiency. Text messages are inherently more expensive than email. Growing your list with users who are destined to churn is a sure-fire way to hurt your returns.

Determining The Right Cross-Channel Strategy for Your Business

With more flexibility across channels, marketers can devise the capture strategy that’s right for their business, or better yet, test into the one that works best for them. The first question is to determine how aggressive your business wants to be with text messaging. If you see this channel playing a significant role in your customer communications in the near-term, Wunderkind can test more aggressive strategies. If you’re still experimenting, you can focus instead on incremental captures. Ultimately there’s no right answer across the board. Instead, Wunderkind can find what’s right for your business and your customers.

Reach the Right Audience With Our Advanced Segmentation Engine

Wunderkind’s advanced segmentation engine displays different onsite experiences to the right individuals. Within the Wunderkind platform, we can create highly-targeted segments (or as we like to call them ‘Behavioral Profiles’), based on user behaviors, device, location, and traffic source, and more. This level of customization allows for unmatched flexibility in how marketers grow their lists and prioritize channels on their website.

Visitor Profile

Visitor Profile criteria allows you to target campaigns by a visitor’s geographic location, browser type, device resolution/orientation, date and times, and other visitor characteristics, as demonstrated in the following examples.

• Target only US visitors

• Target visitors who arrive at your site Monday through Friday between 9AM and 5PM 

• Present a different deployment experience based on the user’s mobile orientation (i.e., landscape or portrait)

• Show location-specific offers (i.e., visitors in Florida see offers for bathing suits, not coats) 

Historical Behavior

Historical Behavior tracks and analyzes a user’s activity data. Wunderkind can refine campaigns so that targeting is based on prior behavior patterns – not just “one-off” interactions or purchases. Upon entering your site, we look at visitor behaviors such as: 

• If a visitor has previously made a purchase 

• If they have submitted their email address or phone number in a prior campaign 

• If they are a returning or new visitor

Visit Behavior

Visitor Behavior considers qualities about a visitor, such as where that visitor has been and what the visitor has been doing onsite, and uses that information to determine campaign eligibility, such as: 

• Display campaigns only to users on the homepage or cart page

• Suppress campaigns for users on a FAQ or legal page 

Historical Behavior

Historical Behavior tracks and analyzes a user’s activity data. Wunderkind can refine campaigns so that targeting is based on prior behavior patterns – not just “one-off” interactions or purchases. Upon entering your site, we look at visitor behaviors such as: 

• If a visitor has previously made a purchase 

• If they have submitted their email address or phone number in a prior campaign 

• If they are a returning or new visitor

Device

More and more shoppers are browsing across multiple devices. Leverage Wunderkind’s device segmentation to create campaigns specific for desktop, phone, tablet, and mobile users.

Traffic Source
 

Wunderkind can create campaigns targeted for visitors who land on your site from a specific traffic source, such as search engines, ads, influencers, or social channels. Want to make the most of your external marketing campaigns? See where your users are coming from by configuring referral segments.

Behavioral Sequence

Trigger campaigns based on interactions with other campaigns. This includes interactions like impression, click, submit, close, or inheritance. For example, Campaign A’s goal is email capture, and Campaign B’s is phone number capture. Campaign B will only appear after the user enters their email.  Meanwhile, Campaign C might have a different message if the user closed the email capture instead of submitting.

Real Time Variables

With real time behavior, we consider elements relative to the page the user is on right now. With our real time variables technology, you can improve the customer’s experience while they are on your site. For example, users who have taken high-intent actions like adding items to cart and need dedicated messaging to drive conversion. Wunderkind can even serve different messages based on cart value or quantity, for an added layer of personalization. Our team works with you to define real time targeting based on elements of your site, but some common variables are listed below. 

Trigger Personalized Captures Based on Real-Time User Behavior

Advanced behavioral triggers are crucial for a robust permissioning program, especially when a retailer aims to both capture emails and drive text messaging permissioning. Wunderkind’s behavioral technology ensures your list growth campaigns deploy at the right moment for each individual user.

When any behavioral trigger is met, the campaign activates and an impression event occurs. Unlike other capture technologies, we capture email addresses and phone numbers at multiple points, not just entrance and conversion, meaning Wunderkind adds more prospects in your mix in a more a native way. At the highest level, triggers can be broken down between Engagement Triggers and Disengagement Triggers.

Engagement Triggers

Engagement triggers are based on positive actions. We leverage these signals as chances to help capture an email or phone number from a user who is signaling intent and move them further down funnel. 

Entrance or Page Load

Presenting a capture on entrance is one of the most popular ways to grow your list. For new visitors to your site, it’s a great opportunity to get your message across right away. Wunderkind recommends triggering this campaign with an overlay to maximize engagement.

Scroll Gesture

Give your consumers a little extra breathing room and allow them to fully digest a page before delivering a CTA. Scroll Gesture activates the campaign when the visitor has viewed a certain percentage of the page (i.e., 10% from the bottom of the page), letting your content do the work before asking them to proceed down the purchase funnel.

Highlight Text

When a user highlights a product name on your website, they're probably going to copy/paste it into Google to find a better price. Wunderkind uses this behavior to trigger relevant messaging and help save the sale.

Hover

A hover is both a proactive action to explore the web page further, and also one of indecision. When a user hovers on a specific element, it could be to view other options, expand information or seek guidance. Use this moment to guide that customer journey and further improve their onsite experience.

Interstitial

Displays a campaign after a user has visited a specific number of pages. For example, new visitors from certain traffic sources might be more likely to spend more time on your site. For this particular audience, you might suppress the campaign until they’ve visited at least two or three pages.

Input/Dropdown Change

We can get as granular as triggering a campaign when a user makes a simple text or dropdown change on your website. For example, trigger a campaign after a user selects their product size  to compel the visitor to click the ‘add to cart’ button.

Finished Typing

Being able to precisely detect when a visitor has finished typing in an input field means Wunderkind can trigger experiences at exactly the right moment for optimal performance and user experience. For example, if you want to push visitors to check a checkbox to opt-in to your newsletter, you want to do it when the visitor has finished typing in the email field above the checkbox.

Timed

Sometimes it doesn’t make sense to go straight in with a form the second a visitor hits your website. If this strategy is right for you, we recommend triggering the campaign after the user has been on the page for a set amount of time. Improve their customer experience by allowing them the time to familiarize themselves with your brand.

Active time

While a Timed trigger can fire an experience after, say 10 seconds on a page, for every user, Active Time allows you to put a minimum or maximum time spent on your site. When paired with another trigger, this can help ensure experiences don’t fire too soon.

Waypoint Targeting

Similar to Scroll Gesture, Waypoint Targeting triggers a campaign once a visitor has scrolled past a certain element on your site, signifying  a positive engagement and a green light to present the capture experience.

Click On

Triggering campaigns when a visitor clicks on a specified element on the page is another opportunity for engagement. Whether it's a click to watch a video, view a product or open a menu, this presents a great time to ask for their email or number. 

Disengagement Triggers

Disengagement is a critical opportunity to refocus a user’s attention. By looking for the right signals, you can identify when a user has lost interest and use that moment to deliver an impact value proposition.

Exit-Intent™

Presenting a campaign when a user signals an intention to exit is a great way to boost visitor retention. As soon as the user moves to close or exit the browser tab, a campaign triggers. Considering this type of user is likely at the end of their customer journey, a call to action such as “enter your email now to receive X% discount” can be particularly effective for conversion and encouraging users to come back at a later time. 

Mobile Exit Intent™

Wunderkind can detect the device that the user is currently using (iOS or Android) and load the corresponding Exit Intent Trigger. For example, if the user is on iOS, then the ‘iOS Exit Intent’ is used. If the user is on Android, then the ‘Android Exit Intent’ is activated when a user tries to exit (e.g.,  if the user starts typing in the URL bar or scrolls up quickly).

Inactivity

If you trigger a campaign after a defined period of inactivity (e.g., no mouse movement for 30 seconds), you grab another chance to capture that user’s attention. Whether they have left their device unattended or simply switched to another tab, that user is still on your site. Deploy an eye-catching campaign creative or incentive and it will be the first thing they see upon their return.

Reactivity

Use Reactivity to trigger a campaign after a user reenages with your site after a period of inactivity. For example, the user switches tabs, and then re-engages on your website.

Tab Unfocus

Consumers are frequency switching between browser tabs. Grab their attention and bring them back to site by activating a campaign that dynamically populates a new page title for your site’s inactive browser tab.

Rewind

Worried about what happens when a visitor can’t find what they’re looking for? Use a rewind trigger to activate a campaign when the back browser is clicked. Through the Wunderkind platform, you can target this capture to activate on a specific landing page or any page on your site.

Grow Your Lists with High-Performing, On-Brand Website Deployments

The most effective way to infuse your list with high quality leads is through an email or phone number capture deployment on your website. Wunderkind’s onsite deployments are designed to do just that. Optimized for both performance and user experience, all deployments are extremely flexible and fully customized to align with your brand’s look and feel. From spin-to-wins, banners, to overlays we make sure every lead capture form speaks directly to the consumer and ensures the chances of completion are the highest possible. 

Ultimately, Wunderkind’s deployments are entirely flexible. Our tools allow us to build anything on top of or directly within a page. It’s helpful to think about the by first understanding the standard deployment types. This basically pertains to where the campaign is anchored, be it the top or bottom of the page, or within it. From there, you can explore our deployment customizations to get a sense of how we bring these basic concepts to life so they can meet a variety of goals.

Deployment Types

We offer the following deployment tools to fit all your campaign needs.

Overlay

Overlays appear in the very center of the screen. They can cover the entire page or part of it, with flexible opacity around it. Overlays are a high-impact option for entrance or exit email/number capture, cart recovery campaigns, traffic targeting and more.

Bottom Bar

While top bars are great for messaging, mobile bottom bars are great for tapping, since they’re so close to your thumb. Drive click and sign-up with persistent, non-intrusive experiences.

Top Bar

A simple, noticeable bar that stays at the top of the screen and scrolls with the page so that it remains within a user’s sight all the time. Designed to grab users’ attention and increase conversion.

Inline Zone

Inline zone is a static deployment that lives directly in the page. It's a great way to get visitors to engage who are deeper into the funnel, but weren’t quite ready to submit on entrance. Strategically place an inline signup in a category or cart page to capture your user’s attention and increase the chances of conversion.

Corner Tabs and Side Tabs

These expandable units are designed to be less intrusive to the overall user experience. These experiences remain on your site until your visitors decide it’s the right time to submit -- clicking or tapping to expose submission fields.

Annotation

Annotations are anchored to specific site elements to draw attention and encourage a behavior. For example, use annotations to compel the visitor to click the ‘add to cart’ button by inserting the most relevant product value propositions and urgency.

Deployment Customizations

Product Retargeting

Retarget users in session with the products they viewed to encourage conversion. Wunderkind can dynamically insert product names and product imagery to customize any list growth or on-site experience, while also generating additional intent around products users previously engaged with.

Same-Session, Dynamic Coupon Codes

Static coupon codes proliferating around the web hurt your margins and train your customers to hunt for a discount. Wunderkind ensures only the right audience sees a coupon, with single use codes that won't end up on Affiliate sites.

Timers

Drive urgency in any experience with  a countdown clock. These can be set to a specific time, like the end of a sale period, or a window based on activation, like 30 minutes after the user submits.

Dynamic Text

Wunderkind’s dynamic text feature offers a more granular way to personalize your campaign content. We offer a few different ways to customize your content with dynamic text tags, including location data, date and time, and timer countdowns, which you can use to increase the urgency for the visitor and encourage a conversion. You can also auto-populate content with custom variables, like cart value or coupon codes.

Dynamic Calculations 

Contextualize savings in real time to drive users to convert. For example, an $80 cart that’s eligible for a ‘20% new visitor’ campaign, could trigger messaging that lets the user know that they can save “$16 dollars off their order.”

Liquid Variables

Easily maintain consistency across your campaigns. Liquid variables allow Wunderkind campaigns to be easily updated with one edit. Globally update your offer, copy, imagery and more across dozens of emails and on-site campaigns with one simple edit. 

Campaign Animations

We support 19 animation deployment types to meet any brands needs and allow for the right visual animation at each moment, such as slide from the top bottom or side, fading in or out, hinging-down, or zooming-in. 

CSS Alignment

Wunderkind's design and engineering teams can align deployments to your unique brand specifications or visual preference.

Frequency Caps and Activation Limits

You can control how often an experience is shown, what prevents it from being shown, and how users can close the experience.

• Activation Delay: Delay the campaign from showing for a specified amount of time.

• Max per Pageview: Limit the amount of times a campaign can activate on the current pageview.

• Max per Activation Window: Specify an activation window interval and determine how often a campaign can trigger during the interval (e.g., 10 times per hour). 

• Max Activation Overall: Specify how many times a campaign can fire for the visitor.

• Close Options: Enable auto close, close buttons, and post-close targeting per campaign. 

Custom Gamification 

Gamification overlays, like a Wheel Spinner, Choose Your Offer, Slots, Mystery Offer and Scratch-Off, enhance user engagement. Wunderkind offers these gamification elements out-of-the-box, plus has a dedicated, experienced design team to create custom gamifications, based on your brand. The foundation is a gaming element element we’re all familiar with, which adds fun and excitement to what would be a simple prospect discount. From there, we can customize the game itself to incorporate not just branded design, but brand elements, like a shoe retailer that asks users to match three heels to win.

Spinning Wheel

The user spins the wheel to determine their offer. This is the most common gamified eCap experience available. Our design team can create full or half wheel (which we always recommend on mobile). 

Choose Your Offer

User given choice of 3 different options to determine their offer, all hidden behind. The user excited to see what’s behind Door Number 1.

Slots

The mechanics of a slot machine are simple and visual - you match and you win. 

Mystery Offer

Obscure the offer to drive engagement with the modal and prime a user to submit their email address.

Scratch-Off

Intrigue users and drive them to convert with this surprise scratch-off overlay.

Managing Multiple Website Vendors

Every retail and eCommerce leader is well-versed in competing priorities. One website is expected to do and sell many different things for many different people, all at once. This can especially cause problems when using different tools on top of your eCommerce platform. Wunderkind is well-versed in the intricacies of multiple triggered experiences. We've worked across thousands of websites and with numerous vendors to ensure the best experience for users.

Wunderkind handles multiple vendors in three primary ways z-indexes, suppressions and calls, and swim lanes. Using a Z-Index, Wunderkind can determine whether an experience should be on top of or underneath something else on the website, creating layers within a website. With a little bit of coordination between vendors, suppressions and calls allow Wunderkind to create more defined rules as to which experience should fire when. And lastly, with clear swim lanes, we simply align straight-forward strategies on which pages different vendors fire experiences on.

Here are some common scenarios we see:

Chat Bots

By adjusting the Z-Index, Wunderkind overlays typically fire above all chat bots to focus the user, instead of having a chat bot bubble on top of an email capture. We generally recommend that most clients limit a chatbot to a key part of a user journey, or at least simply page-view 2+, as most new users don’t immediately need support.

Refer-a-Friend Solutions

These widgets typically offer a discount when another friend purchases. Wunderkind recommends that clients serve these to existing customers. Your prospects won’t want to evangelize you, and plus, you don’t want to encourage them to wait to purchase. These work great on a checkout page, where you can offer a customer an opportunity for a future discount. Wunderkind can also call or suppress them to ensure the audience is limited on the rest of the site.

Cookie Permissioning Overlays

Wunderkind can either fire campaigns on-top of a Cookie Permissioning overlay by adjusting the Z-index, or integrate with it to fire after a user accepts.

Test and Measure to Optimize Campaign Performance

Whenever a marketer launches a new experience on their website, they need visibility into how it’s impacting their conversion rates. At Wunderkind, we provide best-in-class testing capabilities for list growth so our clients can confidently test new ways to grow their lists. For each campaign we run, we can conduct either an A/B or Multivariate Test.

In an A/B Test we create two variations of a campaign (version A and version B) that we run against one another. In a Multivariate Test we create multiple variations to run against one another, like A/B/C test or A/B/C/D tests

As tests run, we measure how visitors respond to the different variations based not only on the submit rates of each campaign, but on their overall revenue performance.

Positive experiences deliver positive performance lift. Your users like them better, so they engage more, and ultimately convert more.

Understanding Control Groups

Independent Controls Make Wunderkind Testing Unique

Most marketers know that they should use some sort of testing solution when deploying anything on their site. The problem is that for the list growth solutions that actually do provide testing capabilities, they fail to measure against a benchmark — that’s where Wunderkind comes in. For each campaign, we run test variations and independent control groups to determine the variation winner and to ensure that our campaigns provide a positive conversion rate lift. The control groups represent a percentage of users that are not exposed to the test campaigns (i.e., they receive the “non-Wunderkind” experience) as a source of truth to show the actual lift Wunderkind campaigns provide. 

Our Control Groups Highlight What Works As Much As What Doesn’t 

We always want to have a positive impact, but some tests may not return the results we’re looking for. At Wunderkind, we use these learnings to improve our optimization and performance strategy — meaning we don’t just run campaigns for the sake of running them. Our objective is to derive valuable insights on consumer behavior, so when it does come time to optimize and analyze results, you can feel confident in our deployment experiences, even as your site and visitors change.

Not All Tests Are Created Equal

When you’ve captured millions of emails across thousands of websites, you learn a thing or two about what’s worth testing. Wunderkind’s strategy playbooks and experienced Customer Success team can guide you to run productive tests that have the potential to meaningfully move the needle, and help you avoid the fluff that just wastes time.

Campaign Data and Analysis

Wunderkind provides insights to help you run smarter and data-driven campaigns. Get extensive onsite coverage, sales, engagement, conversion, and best practice data for full performance visibility. Plus, you’ll have access to the following campaign-level and variation-level data.

Campaign-Level Data

Variation-Level Data

Third-Party Analytics Integration 

Wunderkind connects to your Google Analytics or other analytics instance so you can easily view your onsite campaigns’ conversions and revenue attribution, directly within GA. By default, we pass impression, click and submission events of each campaign experience so your internal team can further measure the impact of Wunderkind campaigns. 

Marketers can also use these events to optimize campaign performance. For example, we may find that a normal submit rate for entrance email capture is 10%, but for Facebook paid traffic, it’s only 4%. We can use these insights to improve the experience for Facebook visitors by optimizing how we target them (e.g., we can set up a campaign that speaks specifically to Facebook users, or that uses different messaging and/or incentive).

Legal and Policy Compliance

Wunderkind takes consumer privacy very seriously and follows the most rigorous industry standards to ensure the highest data privacy and security. We are committed to meeting and maintaining campaign compliance with local legislation, such as GDPR, CCPA, CAN-SPAM, CASL, and TCPA & CTIA. Additionally, we’re compliant with the following data, accessibility, and Google standards.

Built-in and White Glove Web Accessibility Compliance 

Wunderkind is committed to web accessibility. We believe in the uniqueness of each individual, and that the internet should be usable by all people, regardless of circumstance or ability. We have integrated accessibility into our process when developing products, designs, and campaigns, not so we can check a box on accessibility, but so that we can continue to make inclusiveness a core part of who we are and what we build. Any vendor claiming to be fully-ADA compliant doesn’t fully understand the nuance of how Title III of the groundbreaking civil rights law applies to the online space. 

WCAG 2.0, or Web Content Accessibility Guidelines, are the principles that set the standard for online accessibility. Our ongoing accessibility efforts work toward conforming to their guidance in the evolving online space. Wunderkind’s onsite experiences are coded in HTML5 and supplemented with ARIA when needed. Like our emails, they are built to be accessed by a variety of devices and assistive technologies, including screen readers.

In addition to the training and expertise of our in-house staff, Wunderkind works with Perkins Access, a division of Perkins School for the Blind, to continually enhance the accessibility and usability of our product. Perkins Access provides ongoing accessibility support, including inclusive design reviews, WCAG audits, expert standards guidance and remediation support.

Designed for Readability

• Alternative text applied to logo and image elements

• Accessible labels applied to interactive elements (e.g., form field)

• Text and graphical objects have contrast ratios greater than 4.5 to 1 with surrounding elements and background colors

• Legible font families and sizes

• Links are visually identifiable (e.g., underlined, bolded, italicized, etc)

• All caps applied in CSS (instead of HTML file).

Navigation

• Before campaign impression: campaigns are hidden from screen readers and not navigable by keyboard

• On impression, campaigns become visible to screen readers and navigable by keyboard. Site content behind overlay is hidden from screen readers and unreachable by keyboard. 

• Highly visible focus indicator implemented on all actionable components (e.g. links, buttons, etc.)

• Tabbing settings for overlays: 

• Focus is programmatically moved on each step

• Tabbing the last focusable element in a step loops back to the first focusable element of the step

• Tabbing in reverse on the first focusable element moves focus to the last focusable element of that step

• In addition to close buttons with accessible names, users can dismiss an overlay with Escape

• On campaign close focus is returned to the element that triggered launch. If no element was previously focused, the focus is set to the <body> element.

 Input Assistance

• Form field labels are properly associated with their corresponding inputs

• Error messages are programmatically associated with their corresponding field so that assistive technology users are informed, and do not rely solely on visual presentation. Focus is moved to the first input with an error.

 Compatibility

• Correct and complete markup language is used (ex: no duplicate ids, etc.)

• The order of content in the source code matches the visual presentation of content on the page

• Modal dialogs follow the modal dialog design pattern as defined by WAI-ARIA

• Close (X) buttons are given accessible labels that describe purpose ("close dialog").

Permissioning Compliance Across Regional Laws

GDPR, CCPA, CAN-SPAM & CASL

Wunderkind is fully-compliant with all regional privacy and email marketing laws. We have both a robust in-house team of legal experts on international privacy laws as well outside counsel that has been with us for the last decade for the roll-out of landmark laws like GDPR and CCPA. In addition to restrictions and guidelines on how data needs to be managed and used, each law has also specific guidelines on how permissioning needs to be handled on your website. Said in another way, how can you make sure that every email you capture is legal and usable, based on the region it was captured in? 

Wunderkind list growth has productized solutions and compliance settings to help global retailers maximize their one-to-one marketing in a compliant way. As a way to explain these different laws, let’s take a look at an email capture experience and how it would have to be versioned in the US, Canada, and the EU to highlight the regional requirements.

TCPA & CTIA Text Messaging Compliance

There are two acronyms marketers should be aware of for mobile messaging: TCPA, (the Telephone Consumer Protection Act), which is the law that regulates marketing from auto-dialers as well as the CTIA (the Cellular Telecommunications and Internet Association), which is a regulatory body that can shut down a retailer’s shortcode for not complying with its guidelines.

Wunderkind works with its internal legal team and external counsel on an ongoing basis to ensure that all of these compliance elements are simple for our clients and up-to-date, so you can focus instead on running a high-performing text message marketing program.

The TCPA and CTIA have different requirements, and most marketers aren’t familiar with the differences. The below breaks down that this U.S. law and the industry body both require:

TCPA Requirements

The foundation of the TCPA is permissioning, and it requires the following:

• “Prior express written consent” must be obtained before sending mass marketing text messages.

• The consent notice must be “clear and conspicuous” and needs to be “apparent to the reasonable consumer, separate and distinguishable from the advertising copy or other disclosures.” It should inform users of the following:

  • The name of the business 

  • How to opt-out

  • That the program delivers automated messages

  • That signing up is a not condition of purchase

• Marketers must honor any request to unsubscribe “within the shortest reasonable time from the date of such request.”

Additional CTIA Requirements

The CTIA has its own requirements for the sign up call-to-action:

• Link to a Privacy Policy

• Link to Terms and Conditions 

• Message frequency disclosure

• STOP to stop receiving text messaging

• “Message and data rates may apply”  disclosure

• Disclosure that the brand intends to send cart reminders

CTIA also states that marketers must immediately trigger an opt-in message, must contain the following information

• The program (brand) name

• Verifies the Consumer’s enrollment 

• Customer care contact information

• Opt-out instructions

• A disclosure on message frequency

• “message and data rates may apply” disclosure

When a user signs up for text message marketing through a Wunderkind-powered experience on a mobile device, it automatically launches the user’s messaging app with a pre-populated text that they send to opt-in. Wunderkind addresses TCPA and CTIA compliance in 1) the  call-to-action we power on the website, 2) the pre-populated message the user sends, and 3) the confirmation message they receive, ensuring any disclosures are “clear and conspicuous” throughout.

Disclaimer Text

*By signing up for texts, you agree to receive automated recurring marketing SMS messages (including cart reminders) from [BRAND] and accept the Terms and Conditions and Privacy policy. Consent not a condition of purchase. Msg frequency varies. Msg & data rates may apply. Text STOP to unsubscribe.

Wunderkind places the disclosure above the CTA to make it as clear and conspicuous as possible, per our recommended compliance best practices.

Pre-Populated Text the User Sends:

Hit 'Send' to sign-up for automated, recurring BRAND mktg texts (like cart reminders) to this number, per terms.

Confirmation Text:

BRAND: You're in! Message & data rates may apply. Reply HELP for help, STOP to cancel. Msg frequency varies.

Compliance with Google Policies

These rules and guidelines may not have been written by any government body. Violating them won’t subject you to a lawsuit, but they may subject your business to penalties in your search rankings, which could be just scary for many marketers. Wunderkind has worked to ensure compliance with every rule that could impact a retail site.

Google Organic Traffic Targeting

Google believes that when a user clicks through a mobile or desktop organic search result, they should be able to easily read the site's content without any obstacles. Specifically, if more than 40% of the content is obscured by something like an email capture, your search ranking could suffer. Wunderkind adheres to this policy by segmenting out organic search traffic and delivering an alternate, compliant experience.

Google Shopping Ads

Google also insists that when a user clicks through a Google Shopping ad (formally known as a Product Listing Ad, or a PLA), they should land on that item’s product page and that product’s image should be clearly visible. This means that you cannot show an overlay on entrance to users clicking through these ads. Wunderkind suppresses these overlays to ensure your site’s Google search rankings don’t suffer.

Google Core Web Vitals

Web Vitals is an initiative by Google to provide unified guidance for quality signals that are essential to delivering a great user experience on the web. Each of the Core Web Vitals represents a distinct facet of the user experience, is measurable, and reflects the real-world experience of a user-centric outcome. Wunderkind is aligned with the purpose of these metrics and is committed to providing a first-class user experience. We monitor these scores on our client’s websites, and our product team conducted a thorough review of our product suite in preparation for the upcoming  launch of these metrics.

Wunderkind Services

At Wunderkind, you’ll work with a dedicated and trusted team of customer success and creative design leads. We’re dedicated to fully understand your specific needs, develop a creative vision for your campaigns, and provide expert advice to improve performance and help you reach your growth and revenue goals.

Customer Success

Your Wunderkind Customer Success team has got you covered. As a full-service team, they recommend strategies, own the end-to-end execution of your campaigns, and ensure an optimal onsite user experience. 

Our Account Management philosophy is rooted in performance achievement, collaboration, and continuous improvement. Throughout our relationship, Wunderkind brings data-backed ‘impact and opportunity’ analyses to our clients. Our full-service model is key to the success of our clients and of our business—not only do we bring sophisticated list growth, triggered email and text messaging products to our clients, but we also provide the deep expertise needed to ensure that every dollar of revenue we promise is actually delivered. This team includes all of the following roles.

Customer Success Manager

Primary account lead providing all aspects of strategy and account management. They are your primary point of contact at Wunderkind, representing all other internal teams.

Performance Strategists

This cross-account function ensures best practices and achievement of revenue objectives.

Implementation Managers

Oversees the onboarding process for key accounts from contract signature to launch.

Technical Strategy  Managers

Scope custom integrations and consolidate best practices in technical setups for all accounts.

Wunderkind’s Integrations Team

At Wunderkind, we know that expert services are essential to getting solutions up and running quickly, so our clients can begin deriving value as soon as possible. That’s why we invest in a dedicated, experienced Integrations team to help create tailored solutions for each of our clients unique business needs. 

Our Integrations team handles the technical heavy lifting and creates custom, scalable solutions that deliver real results. Additionally, we integrate with the leading ESP, tag management, and ecommerce platforms to ensure a seamless connection with our client’s existing tech stack. The Integrations team at Wunderkind is responsible for delivering client delight and powering optimal customer experiences, across four key teams.

Onsite Experience

Ensures all aspects of our list growth campaigns are properly executed and optimized to deliver the most revenue. Transforms marketing campaigns into dynamic, interactive experiences by implementing real time variables

Sends Experience

Integrates with client sites and ESPs to trigger personalized onsite, email, and text messaging experiences. The sends experience team ensures we have best-in-class integrations with the top email platforms that matter most to enterprise retailers.

Email Experience

Creates interactive, responsive emails featuring dynamically generated content to re-engage abandoned users.

End to End Testing & Support

Executes visual and functional testing of all campaigns and certifies client integrations. Provides global customer support for any and all technical requests.

Wunderkind Design

Design is the face of Wunderkind. Behind it lies a well-oiled system of operations that provides thoughtful service to hundreds of clients every day. While our clients have experienced the impact of Wunderkind’s design capabilities first-hand, many prospective clients don’t know about how our in-house Design Studio contributes to the success of each campaign we help run. After all, shoppers online won’t be incentivized to complete a purchase if they’re not shown visually pleasing experiences. 

Custom Solutions, Codified Best Practices

Much like a traditional agency, our Studio produces bespoke creatives for every client. Service is a pillar to the Studio and designers work with clients to ensure they create as native-looking an experience as possible. From hover-state behavior to email-input interactivity, Wunderkind designers have the autonomy and the expertise to recommend the perfect design elements for a campaign. 

To ensure optimal performance, the Studio has created a set of best practices—updated regularly with new designs, coding trends, and enhancements. Brands trust the Design Studio as consultants, as partners, and as leaders in the industry.

How does the Design Studio Work? 

The design studio builds onsite list growth deployments, or “creatives,” in tandem with email campaigns to ensure visual consistency. Wunderkind has developed a high-performing strategy in its recommended suite of emails, crafted to counter the generic and often ineffective “batch-and-blast” email structure, instead emphasizing personalization and urgency. The Design Studio leverages principles of hierarchy, legibility, and balance to place emphasis on a call-to-action and key site components and customizes elements to maintain brand continuity.

Designers utilize Sketch and Figma  for initial client-facing mockups, then they and expert software engineers translate approved designs into responsive, coded creatives using in-house software. The team has perfected the balance between pixel-specific customization, efficiency, and effectiveness.

Creating high-performing visuals

A team built on a theme of continuous evolution, the Design Studio is constantly applying data-backed solutions to inform its work. From synthesizing strategic testing insights to identifying opportunities in performance, the Studio is always aiming to heighten client success. To achieve this, designers study results of A/B tests in order to apply those learnings to best practices and future recommendations. 

Driving Innovation in Design

Within the team, each designer has a personal specialty, ranging from expert knowledge of CSS to user experience, interaction design, and more. The variety of knowledge sets and interests contributes to a culture of collaboration, heightening the quality of work and encouraging the development of new concepts that are exemplified in the Design Studio Hackathons. Working either as small groups or individually, designers create concept prototypes around a central theme. Top concepts are presented to the Performance Strategy team, who will run tests to determine each potential concept’s effectiveness.

The Design Studio’s Interactive Web Design team specializes in custom code and usability to create new client experiences. This team has pioneered and continues to develop new gamified experience concepts, drawing inspiration from real-life reveal techniques, game design, and user experience research. Imagery, custom artwork, and animation are always used intentionally. Such elements should be relevant to reinforce the core message or action of the experience, not a disruption or distraction. 

The Mastery of Design Studio 

Wunderkind’s systems have proven to not only deliver for clients, but exceed expectations. Much of that success is due to the attention and thought of the Design Studio. Web design is an ever-changing industry. Pushing the boundaries in the ever changing realm that Wunderkind occupies requires research, consideration, risk, and confidence. Practiced reliability and innovation earned Design Studio its reputation among clients as a force of operation and master of its craft. 

Wunderkind designs for all users and constantly evaluates its work to ensure a pleasant experience.

About Wunderkind

Wunderkind is the digital marketing engine powered by people. We unleash the potential of one-to-one marketing for brands. Our tech and insight help deliver experiences that fit individual customers, and conversions at off-the-chart rates to our clients. And all with every data privacy and user consent box ticked. We’re Wunderkind, the people who get people.

We’re proud to be the market leader across MarTech, and we’ve received various industry accreditations to prove it — Deloitte Technology Fast 500, G2 Leader (Spring 2020) thanks to our customer reviews, Adweek’s Best of Tech Partner Award, Great Place to Work Certified, and Inc 5000, to name just a few.

What Gartner’s “Cool Vendor Report” Says About Wunderkind

“Digital marketing leaders in publishing, retail, and travel and hospitality verticals should consider a solution like Wunderkind, particularly in the following scenarios:
 

• Brands seeking to increase the size of their email and SMS lists and improve their recognition of opted-in site traffic.

• Brands seeking to increase the scale of triggered messaging across email and text channels.”