Email marketing isn't about making noise, it's about listening to data. It's easier than you think to send the right emails at the right time, every time. These slides offer great email examples from Airbnb, Amazon, Uber and SumAll. These aren't "blast" emails ... they are highly targeted and personalized triggered emails. This is your unfair advantage. Hear Chris Hexton and Sean Ellis present these slides here: http://blog.getvero.com/webinar-how-to-growth-hack-the-inbox/

1. www.getvero.comVero
Chris Hexton - Vero
HOW TO GROWTH
HACK THE INBOX
now about email marketing and learn how to send emai

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Chris Hexton
Meet the hosts
Vero co-founder and CEO
@chexton
Sean Ellis
Qualaroo founder and CEO
@SeanEllis

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• In 2013, there were 182 billion emails sent every
day
• That average open rate in the US is just 18.9% -
that's just 1 in 5 people
• In other words, 81 out of 100 people are
completely ignoring you
The State of Promotional Email

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Stop sending emails to the average user

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A quote to live by
“Average. It was the worst, most disgusting
word in the English language. Nothing
meaningful or worthwhile ever came from
that word.”
– Portia de Rossi

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Instead of this sending the same email to everyone…

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Listen to the data, and send the right email.

8. LET’S LOOK AT SOME
EXAMPLES…

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Example #1: Airbnb
When a user views a listing but doesn’t book, they get an email like this…

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Example #1: Airbnb

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Why it rocks:
Example #1: Airbnb
• It’s the exact listing the user viewed (lots of context)
• It offers more information and has a strong call to action
• It offers other options in the same price range (external attributes)
• It address customer anxiety (“Do I really want to stay in someone
else’s house?”)

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Example #2: Amazon
When a customer makes a purchase, they are asked to leave feedback.

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Why it rocks:
Example #2: Amazon
• Positive feedback cycle … customers helping other customers
• Dead-simple to respond
• Sent a few days after delivery so customers will have had time to
test product

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Example #3: Uber
Uber is redefining the purpose of a receipt.

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Example #3: Uber

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Why it rocks:
Example #3: Uber
• So much context (maps, driver name, date, time, distance, etc.)
• Referral codes (Every 7 rides, a user refers a new customer)
• Built-in customer support

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Example #4: SumAll
Welcome emails are the original triggered email.

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Why it rocks:
Example #4: SumAll
• Simple, focused and clear call to action.
• Uses social proof (“…growing community of 90,000 companies…”)
• Transactional in nature but absolutely essential to onboarding.
Rather than sell, it offers value in exchange for action.

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Things you need to know about behavioral and triggered email
1. Segmentation is personalization. Anyone can make their emails more
personalized by segmenting lists. Dynamic segmentation is the gold
standard.
2. Start with the tools you have. You can get started with MailChimp and
AWeber and graduate to tools like Vero later.
3. The hacker mindset is key. Look for opportunities that can deliver
growth. For example, a great welcome email is much more powerful
than a promotional blast.

20. QUESTIONS?
Get tons of email ideas at blog.getvero.com