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?

Email

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

Transactional

Newsletter

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

What is spam ?

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

Clean your lists

Make the html work

Try the mailjet API

Q&A

Send in the subject line

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More email tips and guides at www.mailjet.com/blog