Email Marketing: Lessons Learned

Transcript

1. EXPLORING MARKETING EMAILS
   LESSONS LEARNED
   @nettofarah
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2. nettofarah
   github.com/nettofarah
   @nettofarah
   http://bit.ly/mkt-emails
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3. Senior Product Engineer @ IFTTT
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4. Emails at IFTTT
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5. Mobile is the future, the present
   and a little bit of the past
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6. What About Email?
   The usual way to talk/engage to users
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7. Our Main Problem
   Standardize dozens of different emails i.e.
   language, design, analytics, tools
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8. Problems
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9. What sort of users should we reach
   out to?
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10. When is the best time to send
    emails?
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11. What sort of content should we
    show?
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12. Should we standardize on content?
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13. Step 0
    Conversion Funnel (Pirate Metrics)
    AARRR
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14. Funnel Step
    ACQUISITION
    ACTIVATION
    RETENTION
    REVENUE
    REFERRAL
    Role
    MARKETING
    MARKETING + PRODUCT
    PRODUCT
    PRODUCT + BIZDEV
    MARKETING
    AARRR
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15. Step 1
    Understanding (basic) Email Analytics
    Mostly Vanity Metrics (but still useful)
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16. Metrics
    (For Illustration Purposes Only) 16 / 39
    

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17. Metrics
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18. Delivery Rate
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19. Open Rate
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20. Click Through Rate
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21. Unsubscribe Rate
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22. Spam Reports
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23. Conversion Rate
    Your own metric HERE
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24. Step 2
    Email Marketers/Engineers/Hackers
    Toolbelt
    for effective communication
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25. A/B Testing
    How to A/B test emails?
    What to test?
    Understading your audience, sample size,
    statistical significance
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26. Design
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27. A/B Testing
    Content, Subject Line
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28. A/B Testing
    Delivery Time
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29. Drip Campaigns
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30. Event Based Engagement
    Campaigns
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31. Segmentation
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32. Some Products Worth Checking Out
    Sendgrid
    SendWithUs
    CampaignMonitor
    Customer.io
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33. Hacks and Lessons we Learned
    Along the Way
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34. Personalized Content
    Beats standard email
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35. The Inbox Stack
    Our Awesome Company Loves You (32)
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36. Semi-Logged in Emails
    Reduce the steps of your funnel
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37. Don't Oversell
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38. Common Sense
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39. Questions?
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