EXPLORING MARKETING EMAILSLESSONS LEARNED@nettofarah1 / 39
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nettofarahgithub.com/nettofarah@nettofarahhttp://bit.ly/mkt-emails2 / 39
Senior Product Engineer @ IFTTT3 / 39
Emails at IFTTT4 / 39
Mobile is the future, the presentand a little bit of the past5 / 39
What About Email?The usual way to talk/engage to users6 / 39
Our Main ProblemStandardize dozens of different emails i.e.language, design, analytics, tools7 / 39
Problems8 / 39
What sort of users should we reachout to?9 / 39
When is the best time to sendemails?10 / 39
What sort of content should weshow?11 / 39
Should we standardize on content?12 / 39
Step 0Conversion Funnel (Pirate Metrics)AARRR13 / 39
Funnel StepACQUISITIONACTIVATIONRETENTIONREVENUEREFERRALRoleMARKETINGMARKETING + PRODUCTPRODUCTPRODUCT + BIZDEVMARKETINGAARRR14 / 39
Step 1Understanding (basic) Email AnalyticsMostly Vanity Metrics (but still useful)15 / 39
Metrics(For Illustration Purposes Only) 16 / 39
Metrics17 / 39
Delivery Rate18 / 39
Open Rate19 / 39
Click Through Rate20 / 39
Unsubscribe Rate21 / 39
Spam Reports22 / 39
Conversion RateYour own metric HERE23 / 39
Step 2Email Marketers/Engineers/HackersToolbeltfor effective communication24 / 39
A/B TestingHow to A/B test emails?What to test?Understading your audience, sample size,statistical significance25 / 39
Design26 / 39
A/B TestingContent, Subject Line27 / 39
A/B TestingDelivery Time28 / 39
Drip Campaigns29 / 39
Event Based EngagementCampaigns30 / 39
Segmentation31 / 39
Some Products Worth Checking OutSendgridSendWithUsCampaignMonitorCustomer.io32 / 39
Hacks and Lessons we LearnedAlong the Way33 / 39
Personalized ContentBeats standard email34 / 39
The Inbox StackOur Awesome Company Loves You (32)35 / 39
Semi-Logged in EmailsReduce the steps of your funnel36 / 39
Don't Oversell37 / 39
Common Sense38 / 39
Questions?39 / 39