Red Tricycle Launch Scale - Hacking Email - How to SCALE your email list

Hacking Email

How to scale your email list

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Craig Zingerline @craigzingerline | Red Tricycle @red_tricycle

How Can I Increase Open Rates?

Context !

Good subject line !

Cute photos helps CTR


Quirky Works!

+50% “The Secret to a Calm Kid” “Yoga Studios for Atlanta’s Small Set”

!

+44% “Mom Workouts You’ll Swear By” “Prenatal Fitness Classes to Keep You Moving” !

+39% “It’s Like Sailing, Only Better” “5 Places to Pedal Boat”


Subject lines

A/B test all the time !

Reduces risk of being bold !

Test 2 to 3 options !

To 10% total list (winner auto-‐chosen)


Mind the Length

Studies show 28-‐39 chars best !

Test to optimize your length !

Test on mobile for readability


Other tactics

Day of week Frequency (daily, #/wk, #/mo.) From name Image & text placement Pre-‐header message

Time of day +100% increase in open rates by testing send times

(after kids zzz)


How do I create content users want?Curated Roundups & Best Of Lists

Active (not passive)


Speak to interests, get personalTopical/Timely Insider feel Consistency

Always high quality Build trust !

Solve a problem Busy parents! No free time Curation key !

New and Cool New playgrounds, stores, etc.


Should I use paid acquisition?Spend little $ until product / market fit !

Make sure organic/social channels working !

Then start paid !

Best channel? Measure user engagement & cost


What can I do for free?*

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1) Ask users to spread the word !

2) Understand your conversion funnel & user intent !

3) Convert SEO traffic !

4) Build some partnerships !

* nothing is free


How can I use the web to grow my list?

Modals (frequency, source) !

On-‐page sign-‐up boxes (customization) !

Partnerships


Modal DialogsFrequency updates +46% subs !

Design changes Minimal impact


On Page Dialogs

Test colors, size, location. Customize content +300% subs

Mobile web Post-‐article


Partnerships

Find partners with similar audience !

Run mutually beneficial campaigns !

Incentivize based on user interests !

Brands to local -‐ both can work


Best Facebook creative for acquisition? Very succinct text, highlight value !

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Image vs link -‐ see what works for you

Use Power editor

Oh Baby! You can win the ultimate baby registry-‐ a $150 Gift Card.

No stock photos


Should I buy email lists?

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Probably not… !

CAN-‐SPAM act !

Low engagement, etc.


How to pick an email vendor?

Are you High Touch or Low Maintenance? !

Email only or Marketing Automation? !

For us, API critical (integration with web) !

Moving vendors ok -‐ do as necessary


THANK YOU!

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Tweet @craigzingerline or email [email protected] with any questions.

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