Download - Email marketing
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E-mail & Lifecycle MarketingNatala Menezes | May 18, 2012
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rain snow, get my hustle onCountin cash every morning before I leave homefamily I love, don’t wanna leave this World aloneand before I leave home, leave home
I pray to God I won’t, loyalty is all I know
birdman
Lil wayne
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About @natala• Product + Marketing + Talking
obsessed with making awesome products by listening to customers and capturing insight.
• Sent MILLIONS of emails. A few folks unsubscribed.
• Philosophy major. Silicon Valley native. • Good at breaking HTML
REFER.LY
Abbey Road, the morkie
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Why care about lifecycle marketing?
User Adoption
Loyalty
Growth
Meaningful engagement converts customers into fans.
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When = MOMENTUM
• Touch the user when they can build their momentum and WIN.
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When? Milestone user events
Registration / Onboarding Purchases / Referrals
User does a behavior that drives adoption Takes a specific action (adds friends, visits a specific page, etc.). This is the hard part – you will need to dig into data and understand
your customer conversion funnel.
Key Events Holidays, sales / discounts, new features (maybe)
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Testing
• A/B testing is good. But you need volume.
10,000 emails sent
30% open = 3,000
10% CTR = 300 clicks
• 1% = 30• 5% = 150
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Key Metrics• # of E-mails Sent • Open Rate– %-age of people who “opened” your e-mail– Actually “saw your tracking pixel” – lots of room
for error– Industry averages vary, 20-30% is good.
• Click Thru Rate– %-age of people who click a link. – Links higher up, or buttons should get highest
CTR– 2 – 15% is good for “VIP link”
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Example Emails• Trigger: I’ve got
money to “reinvest”
• Image = who I’m impacting
• Content shows my impact (so I feel awesome)
• I don’t have to read to know what to do
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Have you met Liezel?• Triggered by inactivity, combined with Women’s
History so I’m part of something “bigger than me” (more momentum)
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Twitter Follower
Who?
Why I might care
Call to Action
Checkmark is trusty
What happened?
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Check the preview
• It seems like it might be a tragic end…
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End of the journey.
• Actually the note was about something awesome.
• But who reads e-mails?
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Example Template
What to do why to care
Link to other interesting content that helps achieve your CTA- Video on how to use product- How to get help- User story of someone doing
something awesome
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Best Practices• Photos!!
– Bigger is better, avoid stock images that look stock, but higher quality images are key– Test your image size in multiple e-mail formats and mobile– Always label images
• Have the e-mail come from someone specific– Respond to emails! Just like support – Community manager / marketing manager for basic e-mails, CEO for important or welcome
emails
• Copy is KING. – Think about the preview line– Engaging, witty. Brief.
• HTML vs Plain Text?– Worry more about mobile.
• Frequency– Vary by industry. Daily for ecommerce, bi-weekly. Determine how much effort you can do.
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Don’t code 1st.
• Tranche your users for getting started waves
• Create Cohorts by user attributes / activity• Tag them in your e-mail platform• Send manually in waves. Rinse. Repeat. – Test copy– Test email style– Test frequency
• Then code.
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CAN-SPAM Act• What to know:
– Don’t lie. Your product did not make someone sprout wings.
– Have an opt-out. When people opt-out, remove them from your list.
– Display your address & contact info.
– Differentiate between promotional and transactional content.• Promos: Buy this! Do this! We love you!
– Newsletters, lifecycle e-mails, welcome notes.
• Transactions: You just bought a baby unicorn. – Receipts, notifications / alerts
They might shut you down.
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Loyalty Email Marketing
• Drives user engagementyou want them to do something
• Drives brand awareness understand your product benefits