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13 THINGSto start, stop, or keep doing (only better).

Tom MonaghanPostmaster & Director of Email Engineering at HubSpot

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1. Tom: a love story

2. Data schmata

3. The unlucky 13

4. A tiny review

5. Uncomfortable silence

AGENDA

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1. Tom: a love story

2. Data schmata

3. The unlucky 13

4. A tiny review

5. Uncomfortable silence

WHERE WE’RE GONNA GO

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1 TOM: A LOVE STORY

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HELLO.

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MY NAME IS TOM.Well, actually it’s Thomas, but go with me here...

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I WORK ON EMAIL AT HUBSPOT.

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I LOVE EMAIL.And want you to love it too.

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email marketerpart-time

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1 3 77K

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voluntarily

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engagement

unsubs

spam

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insert hubspot logo

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2 DATA SCHMATA

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Emails1,784,755,714 Campaigns157,534 Recipients202,595

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deliveriesopens

duration

recipients@devices

sourcespam

clicks

content

personalization

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THAT’S A LOTTA DATA.

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3 THIRTEENTHINGS

START

STOP

KEEP DOING(only better)

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1YOUAREWHATYOUEAT.

Miles is60% icecream.

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so is your marketing

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the names of every single list imported

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arg

rank

inactive

– 13%

– 11%

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inactive = 3% open rate

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97% didn’t open rate

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Stop doing this.

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You domain reputation is worth it.

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2

THEREIS NO

ONESIZEFITSALL

recognizethis outfit?

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Why are you writing this email?

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Drive blog (re)visits.D

rum

up

som

e di

rect

sal

es.

Move folksdownthe

funnel?

Resurrect your sending rep?

Drive a conversion for more data?

Remind everyone that you’re still alive?

Look like your wicked busy?

Promote a hot new product.

Invite them to something that’s actually awesome.

Plan a meetup at Inbound.

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1. Pick a goal.2. Define success. (page views, long reads, replies).3. Build the email for that specific goal / success.4. Everyone loves options (for the same thing).5. Rinse, lather, repeat.

Stop with the Swiss Army Knife emails.

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3MEASURETWICE,CUTONCE.

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3MEASURETWICE,SENDONCE.

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Personalization works.

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Dear Tom,

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It’s because I love my name.It’s a great name.The best name.

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stick with the basics

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#protipNothing is more impersonal than screwing up personalization.

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defaultValue

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{{ first.name }}

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Customer

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* Personalization cheat sheet: *

1. Does it work with a real contact?

2. Did you set up a default value?

3. Make sure it matches.

4. Don’t get too personal.

5. Test. Test. Test!

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4

NOREPLY?I THINK YOUMEANT“NO OPEN”

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Noreply is the worst.

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Personalize that From address.

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Make it from a real person.

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Replies rule the roost.

Opens are good.

Clicks are definitely better.

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#obviousINBOUNDprotip

If someone replies, they’ll open and click

more emails later.

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STOPWITH

THETUESDAY

ALREADY!

5

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TUESDAYThursday

Wednesday

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Want an open?

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Friday or Monday(if you really need to send during the workweek)

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Sunday or Saturday(If you want to live a little and try a weekend.)

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Tuesday, Wednesday, & Thursday

are dead to me.

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This is why we can’t have nice things.

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NOTHING SAYS

I LOVE YOU LIKE …

6

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Buying someone’s deets from a 3rd party.

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What about the names of list sellers?

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engagement

importsforms

#unsurprisingstatoftheday4Xof contacts from

#inboundworks#youcantbuyhappiness

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Remember 2015?

imports

forms

3X

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#inboundsgettingbetter

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EMAILIS

NOTYOUR

SCRATCHTICKET

7

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Some bad news.

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SPAM

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The definition has changed.

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graymail/ɡrāmāl/

Bulk messages that aren’t technically spam, because you did get permission, they’re somewhat targeted, and you’re a legitimate sender, but …

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graymailtl;dr

They’re just not that into you.(anymore)

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How do you know?

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They’ll tell you by not opening.

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do you remember?

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77.7%

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25.9%

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Probability of an open after being ignored

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Probability of an open after being ignored

totally100%

graymail

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No Lloyd.

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Suppress folks who aren’t engaging.

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Live to email another day.

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HubSpot customer?

Sends Since Last Engagement

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Stop being that marketer.Don’t send graymail.

Start suppressing unengaged folks*.

*When you do, the inbox providers and protectors will like you more, way more.

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What to do when a storm rolls in.

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1. What’s it really mean.2. How worried should you be.3. What should you do next.

What to do when a storm rolls in.

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WHATDO I DO WHENTHEY UNSUBSCRIBE? 8

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Unsubscribes: What do they really mean?• You can’t please everyone all of the time.• Be very happy they didn’t mark you as spam.

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Unsubscribes: How worried should you be?• Not very. Look at the rate across similar sends.• Look for what changed: sources, content, or

frequency.

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Unsubscribes: What should you do next?• Spot check some contacts.• Find the what changed.• Consider suppression or fewer emails for your

borderline unengaged.

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WHATDO I DO WHENTHEY STOP OPENING? 9

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Falling opens: What do they really mean?• Not inboxing.• Missing expectations.• Get ready for worse.

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Falling opens: How worried should you be?• Worried. This will not go unnoticed.• Next comes Spam Complaints and Unsubs.• If you’re not having inbox issues, you will be

before long.

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Unsubscribes: What should you do next?• Suppress unengaged.• Look for source problems.• Focus on subjects. Test. Test. Test.

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WHATDO I DO WHENTHEY MARK ME AS SPAM? 10

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SPAM: What do they really mean?• Your reputation is at risk.• Inbox problems ahead..• Blacklistings.

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SPAM: How worried should you be?• Very worried. Something is wrong.• Find the cause now: new source, bad forms,

missed expectations.• Slow or stop sending until source found.

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SPAM: What should you do next?• Fix what’s broken.• Do not pass go.• Do not collect $200.

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#nerdprotipNo unsubscribes or spam complaints?

Killing it, right? Not so fast ...

They can’t unsub or mark you as SPAM from their junk folder.

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WHATTO DOWHENYOUWANT TO KNOW MORE.

11

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HOW TOBUILD

THE PERFECT

SUBJECT LINE.

12

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logistic regression

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find the perfect words

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to make people open!

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kinda dumb

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Dislike success? Try these!

Physicians Worry: Thinking Less Handwashing!

New Career: Bullying Webinar!

Hey! Eliminate Thinking, Welcome Pain…

#welcomepain #toosoon?

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If it sounds like the title of something that guy …

Read it out loud.

Start over.

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1. Customize & personalize.

2. Emojis actually work.

3. Read it out loud…

The best subjects, guaranteed!

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WHATDO I DO WHENEMAIL STOPS WORKING.

13

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engagement slips a bit

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harder to inbox

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the end is near

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the sky is not falling.

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4 A TINY REVIEW

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1. Please oh please, stop with the Tuesday!

2. Have the courage to suppress your unengaged.

3. Treat other inboxes as you would want your inbox treated.

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5 UNCOMFORTABLE SILENCE

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THANK YOU.