Email: The Best Growth Hacking Weapon for Startups
Shubham SHARMA - Developer Evangelist
@mailjet
@shub_s
Email service provider
Web app and RESTful APIs
for Marketers and Developers
30.000 customers in 150+ countries
1 billion emails per month
About
This Workshop
Email BasicsUseful tips to growth hack with emails
TIMELINEwhat we do today, and what you could expect
ExamplesTry this
51
IntroductionWhy Emails
Clarify EmailsTypes, Deliverability
2
ContactsBuild the relation
3
Best practicesWhat to avoid
4
EndQuestions
6
4
Which communication channels should I invest in?
How do I start developing customer loyalty from Day 1?
Everyone Uses Email
0.9 billion
1.3 billion
3.3billion
Sources: http://www.businessinsider.com/number-of-users-who-abandon-twitter-2014-2?IR=Thttp://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/ http://www.radicati.com/wp/wp-content/uploads/2012/04/Email-Statistics-Report-2012-2016-Executive-Summary.pdf
# Email acct > # (FB + Twitter) acct
Email is Cost efficient
Email CPC x 1000 = Social Media CPC
0.00025€ / email
0.26€ / click 0.29€ / click
Sources: http://www.adweek.com/socialtimes/twitter-promoted-tweet-study/500774 http://e27.co/what-is-the-average-ctr-cpc-cpm-of-facebook-ads-20150121/
Email = Highest ROI
Email = best digital channel for ROI
1200%
2000%
3400%
Source: http://printinthemix.com/Fastfacts/Show/414
Email = weapon for mass personalization
Personalized communication wins customer loyalty
One-to-one communication channel with customers
Use data to create a personal experience
Best tool to control customer journey from beginning to end
Transactional Marketing
…
Different types of email
3rd type? Automated Notifications
So 3 types of email in fact
What is “deliverability?”
Defining the term...
It’s not a
- Rate - Magical word
It’s an objective
= emails reach the inbox Instead of lost, spam, bounce...
It can be monitored
- Opens & Clicks - Inbox Placement Rate (IPR) $$$
Big evolutions for email sending90’s => Now
Headline should look like this
Spam surged
1995: 95% of email = legitimate 2015: 70% of email = spam
Source : Return path
Headline should look like thisNew issues for sendersISPs & Anti-spam = stricter rules 17% of legitimate email get lost
Source : Return path
Consolidate the Relation
with your contacts
Build your contact list
Spam
Unsolicited email
Purchased/rented lists contain spam traps and hurt your deliverability!
Forever !
Building contact list = farming
Find the right seeds (contacts)
Ask new customers to opt-in for your mailing list
Ask user to Opt-In during service / product registration
Clearly identifying what the user is signing up for!
Capture leads from EVERYWHERE
Asking user to Opt-In to mailing list
Communicate regularly with your customers via newsletter
Description on what user is signing up for
Alternate call-to-actions to help segment data
1. Build your contact list
Get rid of weeds (inactive contacts)
Re-engagement campaigns
Respect subscription preference
Offer to adjust email frequency upon unsubscription request
Provide quality fertilizer (content)
Content marketing is a
LONG TERM RELATIONSHIP.
Not a
ONE NIGHT STAND.
Collect the right information about your
customers:● name● location● gender● ...
Respond to the behavior and usage of
your customers:● open/click rate● open/click time● ...
The data is the key
DeliverabilityOptimize
1- SPF / DKIM personalization
Delivery issues with ISPs Looks bad for recipient
DKIM by default
Personalized DKIM
Anti-phishing system
DNS modifications
Beware of certain hosters
2- Avoid Private WHOISDeliverability issues ISPs find it suspect Risk of blacklisting
3- Clean HTML
Try to avoid common mistakes
Headline should look like this
Common HTML mistakes
Headline should look like this
4- Careful with the Content
Many things to think about...
Avoid ALL CAPS in subjectsAvoid ALL CAPS everywhere in fact
Avoid aggressive CTA “click now” etc.Avoid heavy font with flashy color
Watch your image/text ratio Put the name of your brand in the subject
Put a sender nameAlways, always, always: TEST
A/B testing -> A/X Testing
Words That Will Trip The Spam Alarm
Some good examples and tips
Welcome email - Dropbox
Branded design
Help to get started
Incentive to share
Getting started email - Twitter
Next steps to take
Call to action
Localized content - Vamos
Localized segment
Personalized greeting
Localized recommendations
Use Gifs on emails
Subject Line personalization
Content personalization
Content based on previous engagement with service
Status email - Netflix
Call to action
Re-engagement email - Fitbay
Call to action
Highlight activity
Capture leads from EVERYWHERE
Everywhere
Win-back email - Eventbrite
We miss you
Why you should
come backClear call to action
Win-back email - amazon.com
Make the html work
Try the mailjet API
Send in the subject line
***** :D**** :)*** :|** :(
* :'(
To [email protected] And Receive a Mailjet 3 month free promo code !
Members of TheFamily get 12 months !
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More email tips and guides at www.mailjet.com/blog