How to Get Your Email Marketing Off the Ground

Jesse McCabeDirector, Product Marketing

March 19, 2013

Ken AppleDirector, Customer Support

Housekeeping• ReadyTalk Conference Tools Console

–View in Full Screen Mode

• Poll Questions

–Answer live poll questions by clicking on the buttons

–Responses are anonymous

• Questions for Ken and Jesse

–Ask questions by using the CHAT function

–When the presentation begins, you will see the chat box as a floating window to use at any time

–We will answer as many questions as possible and those that we don’t get to in a follow up blog post

• Follow Up

–You will get an email with a link to the recording and a copy of all slides

Company Overview

• Founded July 2009

• TechStars graduate(Boulder, CO)

• 110 employees across 4 offices

– HQ: Boulder, CO– R&D: Anaheim, CA /

Romania

$27M venture capital raisedSeries B closed Jan 2012

Angel investors include:-Scott Petry (Founder, Postini)-Matt Mullenweg (Founder, Wordpress)

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Delivering Email at Scale

• Serving 100,000+ customers

• Sending over 7 billion emailsper month

• Transactional and marketing email solutions

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Today’s Facilitators

Ken AppleDirector, Customer

Support

Jesse McCabeDirector, Product

Marketing

Today’s Facilitators

Ken AppleDirector, Customer

Support

Jesse McCabeDirector, Product

Marketing

What will you learn?

DeliverMeasure

Grow

Create

Poll Question

• Which best describes your current title?– Marketing Manager– Marketing Director– Marketing Executive– Developer– Operations– CEO– Other

Marketing Email OverviewTr

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Marketing Email OverviewTr

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Poll Question

• Which type of email do you typically use within your organization?– Transactional Email– Marketing Email– Both– I Don’t Know

Why Marketing Email?

• Email (on avg.) drives a 4000% ROI!!!

Email Search Display Ads Mobile Catalogs $-

$5.00

$10.00

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$45.00 $40.56

$22.24 $19.72

$10.51 $7.30

ROI Per Dollar Spent by Marketing Channel

Source: Return Path Email Intelligence Report Q3 2012

What will you learn?

Create

Ease of Use!Survey Result…

So Easy Mom Can Use It!

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So Easy Mom Can Use It!

39

85

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(Clicks)

(IQ)

(Minutes)

Address lists must be uploaded?

Address lists must be uploaded?A/B Testing is Possible?

Address lists must be uploaded?A/B Testing is Possible?

Multiple lists auto de-dup?

Address lists must be uploaded?A/B Testing is Possible?

Multiple lists auto de-dup?

SG manages recipient Unsub requests?

Address lists must be uploaded?A/B Testing is Possible?

Multiple lists auto de-dup?

SG manages recipient Unsub requests?Free Plan Includes the Newsletter?

Address lists must be uploaded?A/B Testing is Possible?

Multiple lists auto de-dup?

SG manages recipient Unsub requests?Free Plan Includes the Newsletter?

Can’t get individual email activity?

Address lists must be uploaded?A/B Testing is Possible?

Multiple lists auto de-dup?

SG manages recipient Unsub requests?Free Plan Includes the Newsletter?

Can’t get individual email activity?Some people never use UI?

What will you learn?

DeliverCreate

Deliverability matters!Survey Result…

“It doesn’t pay to hit ‘send’ and hope for the best.”

Manager Email Programs, REI

What is Deliverability?

Poll Question

• Which of the following best describes what deliverability means to you?– Driving customer engagement– Reaching your customers’ inbox– Maintaining a strong sender reputation– Creating relevant content that my

customers will want to read– Maintaining a clean subscriber list to

send to

What is Deliverability?

3 Concepts You Should Know Before Hitting Send

3 Concepts You Should Know Before Hitting Send

3 Concepts You Should Know Before Hitting Send

Delivery Tips

Delivery Tips

Commercial email accounts for 70% of

spam complaints

Return Path – Email Intelligence Report, Q3, 2012

What will you learn?

DeliverMeasure

Create

Measurement!Survey Result…

Email Engagement Metrics

• Requests & Deliveries

• Email Open Rate• Click Rate• Click-through-rate• Bounce Rate• Spam Reports• Unsubscribes

Example Campaign Metrics• List Size: 12,391• Engagement Metrics:

– Deliveries: 10,485– Unique opens: 2,791– Unique clicks: 717– CTR: 25.69%– Bounces: 38– Spam Reports: 9– Unsubscribes: 4

• Campaign Cost: $500• Trip Price: $1200

How Do I Know If My Campaign Was Successful?

Campaign Metric Analysis• Engagement:

– Delivery Rate: 84.62%– Open Rate: 26.62%– Click Rate: 6.84%– CTR: 25.69%

• ROI– Conversion Rate: 5%

(36 customers)– Revenue: $43,000– Cost / Email: $0.04– Revenue / Email: $4.10– Campaign ROI: $101.50

What About APIs?

What will you learn?

DeliverMeasure

Grow

Create

Grow and Scale!Survey Result…

Reliability & Scalability

What Did We Learn?

DeliverMeasure

Grow

Create

Thank You!

Product Demo

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