[WMD 2015] SendGrid >> Pedro Sorrentino, "Email Strategy For Starters: When, How & Why You Should Email Your Customers (Or Not)
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[WMD 2015] SendGrid >> Pedro Sorrentino, "Email Strategy For Starters: When, How & Why You Should Email Your Customers (Or Not)
- 1. Email Strategy For Starters: When, How & Why You Should Email Your Customers (Or Not!) by @pedrosorren | Pedro Sorrentino Ecosystem Development Manager, SendGrid
- 2. 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
- 4. 3.5 Years In 20 Minutes.
- 5. Why Does Email Volume Keeps Going Up? Because Email #$%@** Works!
- 6. AND… People Don’t Hate it As much as you would think.
- 7. "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
- 8. Email averages 222 percent return on investment (ROI). (VentureBeat)
- 9. Email is almost 40 times better at acquiring new customers than Facebook and Twitter. (McKinsey)
- 10. 91 percent of consumers check their email daily. (ExactTarget)
- 11. There will be 3.9 billion estimated email accounts by 2017. (Radicati)
- 12. Email = Freedom. Because you own your list and can take it anywhere.
- 14. CUSTOMER INBOX IS AN EMPTY NIGHTCLUB
- 15. THIS IS YOU. And It’s Saturday night, papi.
- 16. % of the messages sent in Q4 were personal. is comercial. pers + 3.8 billion emails But you are not alone.
- 17. Map Out Your Email Strategy Content Volume Frequency Newsletter Weekly Summary Core Transactional Dripped Campaign Data Driven Integrations Technical Resources
- 18. Technical Aspects. Separate Marketing From Transactional at the IP Level Make sure that you have clean IPs DKIM, SPF, rDNS, DomainKeys + DMARC
- 19. 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)
- 20. The Email World Is Small.
- 21. Before Doing a Drip
- 22. Early Stage ProTip: I would just ask. Why Did you Sign Up? Remove all the footer info. De Careful With the DKIM*
- 23. The Importance of Data Driven Context SENDER
- 24. How I Lost 20+ Pounds Because of Email 3 Years of
- 37. When I would fall behind but come back up…
- 44. 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
- 45. GREAT EXAMPLE 2
- 48. Absolute DO’s
- 49. Correlation of success when having marketers / analysts working on the same team as developers and data folks. ONE EXTRA IMPORTANT ADVICE
- 50. Email me = pedro@sendgrid.com Tweet = @pedrosorren THANK YOU!