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Email for PiratesPlunder Your Customers With     Lifecycle Marketing         Tom Walsham         @tomwalsham       Postage...
About Me- Chief Email Herder at PostageApp.com- Product Development @ The Working Group           I            DATA!- Ques...
Core ConceptsMVP is not just a crappy app. It’s about learning.Use Actionable MetricsHave at leasta hypothesis of your Lif...
FunnelsUnderstanding your user lifecycle is key to making informed changes to your app     Funnels are the user flows with...
Pirate Metrics                    Metrics To Measure                  Your Application Lifecycle  Developed by @DaveMcClur...
Boosting the Pirate Metrics - Modify User Experience    - UX changes, flow, change buttons! - Change pricing models    - M...
What is Transactional Email?   - Event-driven email – triggered, or flows   - Not list-driven marketing email   - Driven b...
Acquisition – Activation – Retention – Revenue - Referral                      1,000,000 visits with no conversions       ...
Acquisition –   Activation – Retention – Revenue - Referral           • Turn Visitors into Users       • Complement your m...
Activation – Retention – Revenue - ReferralAcquisition –           Subject: Welcome to Freshbooks!                  Prompt...
Acquisition –   Activation – Retention – Revenue - Referral    Subject: Get setup quickly with PostageApp          Trigger...
Acquisition – Activation –     Retention – Revenue - Referral                    •    Trigger with active & passive data  ...
Acquisition – Activation –     Retention – Revenue - Referral Subject:Amazon.ca recommends The Art Of The Start   Heavily ...
Acquisition – Activation –      Retention – Revenue - Referral Subject:Amazon.com Invites You Back for Fabulous Baby Savin...
Acquisition – Activation –   Retention – Revenue - ReferralSubject: Cathy, United States of Tara Season 2 is now on Netfli...
Acquisition – Activation – Retention –        Revenue - Referral                    Goal is to Increase your ARPU         ...
Acquisition – Activation – Retention –          Revenue - Referral    Subject:    Raining? We’ve got you covered!         ...
Acquisition – Activation – Retention –        Revenue - Referral    Subject: Reminder: Your Free Trial ends soonEmail-only...
Acquisition – Activation – Retention – Revenue -            Referral• Email often plays second fiddle to social media   • ...
Acquisition – Activation – Retention – Revenue -            Referral      Email takes precedence – Less fleeting than Soci...
Acquisition – Activation – Retention – Revenue -            Referral Subject: Tom sent you a video: “Banana Phone” Not eve...
Acquisition – Activation – Retention – Revenue – Referral -   Re-Engagement                                Not a Dave McCl...
Acquisition – Activation – Retention – Revenue – Referral -   Re-EngagementSubject: Thomas, you have 21 photo tags and 2 m...
Transactional Email StrategyDO:• Trigger withrelevant User Action or Inaction• Consider the timing related to your funnel•...
Moving forwards• A/B Testing• Complex funnels• Cohort study• Graphs – lots of graphs   Email For Pirates - #DevTO – Oct 29...
Takeaways       Best time to plant a tree is 20 years ago               – Second best time is today• Track your funnels (i...
More Info• Startup metrics for Pirates :http://500hats.typepad.com/500blogs/2007/09/startup-metrics.html• PostageApp:http:...
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Tom Walsham - Email for Pirates: Plunder Your Customers with Lifecycle Marketing

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Tom Walsham - Chief Email Herder at PostageApp.com presents Dave McClure's Pirate Metrics method (AARRR) applied to transactional emails within your application. Tom wraps up with a list of Dos and Don'ts for your transactional email strategy across your customers' lifecycle.

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Transcript of "Tom Walsham - Email for Pirates: Plunder Your Customers with Lifecycle Marketing"

  1. 1. Email for PiratesPlunder Your Customers With Lifecycle Marketing Tom Walsham @tomwalsham PostageApp.com Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  2. 2. About Me- Chief Email Herder at PostageApp.com- Product Development @ The Working Group I DATA!- Quest to end dashboards of vanity metrics- Not a fan of Hockey (-stick graphs)- Don’t believe anecdatashould drive actions Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  3. 3. Core ConceptsMVP is not just a crappy app. It’s about learning.Use Actionable MetricsHave at leasta hypothesis of your Lifecycle (for Science!)Track your Funnels – Kissmetrics – Mixpanel – Google AnalyticsEngage and influence your users Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  4. 4. FunnelsUnderstanding your user lifecycle is key to making informed changes to your app Funnels are the user flows within Your Product or Application Guide your users through funnels In order to maximize… $$$ REVENUE $$$ Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  5. 5. Pirate Metrics Metrics To Measure Your Application Lifecycle Developed by @DaveMcClurein 2007– Angel investor, Founder of 500 StartupsAcquisition – get users to your productActivation – give a happy first experienceRetention – keep them coming backRevenue – pillage some $bootyReferral – existing users drive Acquisition AARRR (geddit) Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  6. 6. Boosting the Pirate Metrics - Modify User Experience - UX changes, flow, change buttons! - Change pricing models - Make it cheaper/more expensive/more plans - Social Media – That’s the catch-all panacea, right? - Send (transactional) emails! – “The email address is a little bit different… because you can proactively contact them…you can annoy the fuck out of them if you have an email address” - @davemcclure Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  7. 7. What is Transactional Email? - Event-driven email – triggered, or flows - Not list-driven marketing email - Driven by user behaviours, not assumptions - Highly personalized - See Also: Drip, Lifecycle Marketing Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  8. 8. Acquisition – Activation – Retention – Revenue - Referral 1,000,000 visits with no conversions is a vanity metric Until your funnel is optimized, this is the last on your list Grab email address at earliest point in the funnel Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  9. 9. Acquisition – Activation – Retention – Revenue - Referral • Turn Visitors into Users • Complement your marketing • Offer simple calls-to-action • Fix your brand in memory • Win comparison shoppers Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  10. 10. Activation – Retention – Revenue - ReferralAcquisition – Subject: Welcome to Freshbooks! Prompt – Event Driven – Personal Highlights Customer Service as clear differentiator Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  11. 11. Acquisition – Activation – Retention – Revenue - Referral Subject: Get setup quickly with PostageApp Triggered on passive data – Clear call-to-action Slower activation cycle requires repeat prompts Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  12. 12. Acquisition – Activation – Retention – Revenue - Referral • Trigger with active & passive data • Customize emails with that data • Expose additional functionality • Encourage your sticky points • Remind them you exist • Often synonymous with Revenue Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  13. 13. Acquisition – Activation – Retention – Revenue - Referral Subject:Amazon.ca recommends The Art Of The Start Heavily Targeted – Long running campaign – Clear Call-to-action The good side of Amazon’s retention marketing… Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  14. 14. Acquisition – Activation – Retention – Revenue - Referral Subject:Amazon.com Invites You Back for Fabulous Baby Savings Triggered by Passive browsing data – Creepy – Don’t show your handSent before friends & family knew my wife was pregnant Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  15. 15. Acquisition – Activation – Retention – Revenue - ReferralSubject: Cathy, United States of Tara Season 2 is now on Netflix Triggered by Viewing History – Drove Retention – Drove referral Simple CTA for retention-driven company Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  16. 16. Acquisition – Activation – Retention – Revenue - Referral Goal is to Increase your ARPU (Average Revenue Per User)Related Purchases Retention drives revenue eCommerce Ad-based Services Amazon-style Clicks by visits Upsells UpgradeseCommerce&SaaS Software as a ServiceEnhancements, Add-ons Pre-emptive plan increases Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  17. 17. Acquisition – Activation – Retention – Revenue - Referral Subject: Raining? We’ve got you covered! Personalized – Timely – Detailed Call-to-action Blending External and Internal data Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  18. 18. Acquisition – Activation – Retention – Revenue - Referral Subject: Reminder: Your Free Trial ends soonEmail-only offer to extend – Simple CTA – Sufficient time to act Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  19. 19. Acquisition – Activation – Retention – Revenue - Referral• Email often plays second fiddle to social media • More opportunity for richengagement • Used well can drive massive growth • Don’t over-use, or risk spamflags Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  20. 20. Acquisition – Activation – Retention – Revenue - Referral Email takes precedence – Less fleeting than Social Providing significant incentive at both ends increases trust Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  21. 21. Acquisition – Activation – Retention – Revenue - Referral Subject: Tom sent you a video: “Banana Phone” Not everyone is on Social Media – Prominent in Youtube UI Let users do your targeting – Rinse & Repeat Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  22. 22. Acquisition – Activation – Retention – Revenue – Referral - Re-Engagement Not a Dave McClure Pirate Metric, but should be differentiated from retention • Email marketers commonly ‘refresh’ lists • Primary message : ‘we want you back’ • Offers drive re-engagement uptake • Enticing glimpse into what you’re missing Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  23. 23. Acquisition – Activation – Retention – Revenue – Referral - Re-EngagementSubject: Thomas, you have 21 photo tags and 2 messages Targeted with aggregate account data – Triggered on passive inaction data Commonly has high complaint ratio Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  24. 24. Transactional Email StrategyDO:• Trigger withrelevant User Action or Inaction• Consider the timing related to your funnel• Provide effective Calls-to-actionDON’T:• Be Creepy by using passive data inappropriately• Hassle people with overly frequent emails• Mistarget. Only trigger from live data Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  25. 25. Moving forwards• A/B Testing• Complex funnels• Cohort study• Graphs – lots of graphs Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  26. 26. Takeaways Best time to plant a tree is 20 years ago – Second best time is today• Track your funnels (if you don’t already) • Pick a hook in activation or retention • Plug in some transactional email • $Profit! Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
  27. 27. More Info• Startup metrics for Pirates :http://500hats.typepad.com/500blogs/2007/09/startup-metrics.html• PostageApp:http://www.postageapp.com• Kiss Metrics – Use Conversion Funnels :http://blog.kissmetrics.com/use-conversion-funnels/• Drip Marketing :http://www.pardot.com/infographic/basics-drip-campaigns-infographic• Transactional Email Surveyshttp://blog.studiofellow.com/2012/07/26/netflix-style-one-click-email-survey- using-basic-javascript-and-mixpanel/• Me: tom@postageapp.com / @tomwalshamAlways happy to talk email, metrics, startups or beer. Preferably over beer. Email For Pirates - #DevTO – Oct 29th 2012 - @tomwalsham – PostageApp.com
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