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Email Marketing: Lessons Learned

Email Marketing: Lessons Learned

Ivayr Farah Netto

September 24, 2015
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  1. EXPLORING MARKETING EMAILS
    LESSONS LEARNED
    @nettofarah
    1 / 39

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  2. nettofarah
    github.com/nettofarah
    @nettofarah
    http://bit.ly/mkt-emails
    2 / 39

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  3. Senior Product Engineer @ IFTTT
    3 / 39

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  4. Emails at IFTTT
    4 / 39

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  5. Mobile is the future, the present
    and a little bit of the past
    5 / 39

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  6. What About Email?
    The usual way to talk/engage to users
    6 / 39

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  7. Our Main Problem
    Standardize dozens of different emails i.e.
    language, design, analytics, tools
    7 / 39

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  8. Problems
    8 / 39

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  9. What sort of users should we reach
    out to?
    9 / 39

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  10. When is the best time to send
    emails?
    10 / 39

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  11. What sort of content should we
    show?
    11 / 39

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  12. Should we standardize on content?
    12 / 39

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  13. Step 0
    Conversion Funnel (Pirate Metrics)
    AARRR
    13 / 39

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  14. Funnel Step
    ACQUISITION
    ACTIVATION
    RETENTION
    REVENUE
    REFERRAL
    Role
    MARKETING
    MARKETING + PRODUCT
    PRODUCT
    PRODUCT + BIZDEV
    MARKETING
    AARRR
    14 / 39

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  15. Step 1
    Understanding (basic) Email Analytics
    Mostly Vanity Metrics (but still useful)
    15 / 39

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  16. Metrics
    (For Illustration Purposes Only) 16 / 39

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  17. Metrics
    17 / 39

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  18. Delivery Rate
    18 / 39

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  19. Open Rate
    19 / 39

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  20. Click Through Rate
    20 / 39

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  21. Unsubscribe Rate
    21 / 39

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  22. Spam Reports
    22 / 39

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  23. Conversion Rate
    Your own metric HERE
    23 / 39

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  24. Step 2
    Email Marketers/Engineers/Hackers
    Toolbelt
    for effective communication
    24 / 39

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  25. A/B Testing
    How to A/B test emails?
    What to test?
    Understading your audience, sample size,
    statistical significance
    25 / 39

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  26. Design
    26 / 39

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  27. A/B Testing
    Content, Subject Line
    27 / 39

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  28. A/B Testing
    Delivery Time
    28 / 39

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  29. Drip Campaigns
    29 / 39

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  30. Event Based Engagement
    Campaigns
    30 / 39

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  31. Segmentation
    31 / 39

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  32. Some Products Worth Checking Out
    Sendgrid
    SendWithUs
    CampaignMonitor
    Customer.io
    32 / 39

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  33. Hacks and Lessons we Learned
    Along the Way
    33 / 39

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  34. Personalized Content
    Beats standard email
    34 / 39

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  35. The Inbox Stack
    Our Awesome Company Loves You (32)
    35 / 39

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  36. Semi-Logged in Emails
    Reduce the steps of your funnel
    36 / 39

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  37. Don't Oversell
    37 / 39

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  38. Common Sense
    38 / 39

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  39. Questions?
    39 / 39

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