Email Marketing: Lessons Learned

Transcript

1. EXPLORING MARKETING EMAILS LESSONS LEARNED @nettofarah 1 / 39
2. nettofarah github.com/nettofarah @nettofarah http://bit.ly/mkt-emails 2 / 39
3. Senior Product Engineer @ IFTTT 3 / 39
4. Emails at IFTTT 4 / 39
5. Mobile is the future, the present and a little bit of the past 5 / 39
6. What About Email? The usual way to talk/engage to users 6 / 39
7. Our Main Problem Standardize dozens of different emails i.e. language, design, analytics, tools 7 / 39
8. Problems 8 / 39
9. What sort of users should we reach out to? 9 / 39
10. When is the best time to send emails? 10 / 39
11. What sort of content should we show? 11 / 39
12. Should we standardize on content? 12 / 39
13. Step 0 Conversion Funnel (Pirate Metrics) AARRR 13 / 39
14. Funnel Step ACQUISITION ACTIVATION RETENTION REVENUE REFERRAL Role MARKETING MARKETING + PRODUCT PRODUCT PRODUCT + BIZDEV MARKETING AARRR 14 / 39
15. Step 1 Understanding (basic) Email Analytics Mostly Vanity Metrics (but still useful) 15 / 39
16. Metrics (For Illustration Purposes Only) 16 / 39
17. Metrics 17 / 39
18. Delivery Rate 18 / 39
19. Open Rate 19 / 39
20. Click Through Rate 20 / 39
21. Unsubscribe Rate 21 / 39
22. Spam Reports 22 / 39
23. Conversion Rate Your own metric HERE 23 / 39
24. Step 2 Email Marketers/Engineers/Hackers Toolbelt for effective communication 24 / 39
25. A/B Testing How to A/B test emails? What to test? Understading your audience, sample size, statistical significance 25 / 39
26. Design 26 / 39
27. A/B Testing Content, Subject Line 27 / 39
28. A/B Testing Delivery Time 28 / 39
29. Drip Campaigns 29 / 39
30. Event Based Engagement Campaigns 30 / 39
31. Segmentation 31 / 39
32. Some Products Worth Checking Out Sendgrid SendWithUs CampaignMonitor Customer.io 32 / 39
33. Hacks and Lessons we Learned Along the Way 33 / 39
34. Personalized Content Beats standard email 34 / 39
35. The Inbox Stack Our Awesome Company Loves You (32) 35 / 39
36. Semi-Logged in Emails Reduce the steps of your funnel 36 / 39
37. Don't Oversell 37 / 39
38. Common Sense 38 / 39
39. Questions? 39 / 39