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EXPLORING MARKETING EMAILS LESSONS LEARNED @nettofarah 1 / 39

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

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Senior Product Engineer @ IFTTT 3 / 39

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Emails at IFTTT 4 / 39

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

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

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

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Problems 8 / 39

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

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

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What sort of content should we show? 11 / 39

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Should we standardize on content? 12 / 39

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

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

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

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Metrics (For Illustration Purposes Only) 16 / 39

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Metrics 17 / 39

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Delivery Rate 18 / 39

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Open Rate 19 / 39

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Click Through Rate 20 / 39

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Unsubscribe Rate 21 / 39

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Spam Reports 22 / 39

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Conversion Rate Your own metric HERE 23 / 39

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

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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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Design 26 / 39

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A/B Testing Content, Subject Line 27 / 39

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A/B Testing Delivery Time 28 / 39

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Drip Campaigns 29 / 39

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Event Based Engagement Campaigns 30 / 39

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Segmentation 31 / 39

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

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Hacks and Lessons we Learned Along the Way 33 / 39

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Personalized Content Beats standard email 34 / 39

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

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

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Don't Oversell 37 / 39

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Common Sense 38 / 39

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Questions? 39 / 39