[wmd 2015] sendgrid >> pedro sorrentino, "email strategy for starters: when, how &...
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Email Strategy For Starters:When, How & Why You Should Email Your Customers (Or Not!)
by @pedrosorren | Pedro Sorrentino Ecosystem Development Manager, SendGrid
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Foundry Group Series A
TechsStars 700K Seed
Bessemer Series B
Some Debt Financing
Bain Capital Series C
Over 400 Billion Emails Sent. Almost at 20B emails a month
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3.5 Years In 20 Minutes.
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Why Does Email Volume Keeps Going Up? Because Email #$%@** Works!
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AND… People Don’t Hate it As much as you would think.
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"Consumers interest in email marketing actually increased during the peak of the holiday shopping season"
Source: Return Path - State of the Inbox, Quarterly Snapshot: Q4 2014 || 2MM Subscribers
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Email averages 222 percent return on investment (ROI). (VentureBeat)
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Email is almost 40 times better at acquiring new customers than Facebook and Twitter. (McKinsey)
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91 percent of consumers check their email daily. (ExactTarget)
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There will be 3.9 billion estimated email accounts by 2017. (Radicati)
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Email = Freedom. Because you own your list and can take it anywhere.
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CUSTOMER INBOX IS AN EMPTY NIGHTCLUB
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THIS IS YOU. And It’s Saturday night, papi.
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According to Return Path only 18% of the messages sent in Q4 were personal.
The inbox is a nightlub. The inbox is comercial.
2 MM subscripers + 3.8 billion emails
But you are not alone.
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Map Out Your Email StrategyContent Volume
Frequency
Newsletter
Weekly Summary
Core Transactional
Dripped Campaign
Data Driven Integrations
Technical Resources
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Technical Aspects.
Separate Marketing From Transactional at the IP Level
Make sure that you have clean IPs
DKIM, SPF, rDNS, DomainKeys + DMARC
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How Engagement is getting measure by ISPs?
Inbox is not a global concept. You may have stellar reputation as a sender but things get segmented now at the user level.
Opens (Not that much)
Clicks (Yes!)
Moving to a Folder
Replying (Yes!)
Basic Authentication (DKIM, DomainKeys, rDNS, DMARC)
Source: Email Evolution Conference (#EEC15)
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The Email World Is Small.
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Before Doing a Drip
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Early Stage ProTip:I would just ask. Why Did you Sign Up? Remove all the footer info. De Careful With the DKIM*
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The Importance of Data Driven Context
SENDER
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How I Lost 20+ Pounds Because of Email
3 Years of
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https://www.dropbox.com/s/tm3xayvg0ybfuww/Screenshot%202015-05-01%2005.10.14.png?dl=0
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When I would fall behind but come back up…
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HOW I LOST OVER 20 POUNDS BECAUSE OF EMAIL
Holy Shit 200 Pounds
RunKeeper Comes In
Connect Withings + Run Keeper
-10+ Pounds Period
+7lbs Pounds Period
Acquisition Activation
Retention
Referral$$$
Win Back
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GREAT EXAMPLE 2
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Absolute DO’s
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Correlation of success when having marketers / analysts working on the same team as developers and data folks.
ONE EXTRA IMPORTANT ADVICE