Rebecca Rosenfelt, Growth PM, Airbnb - Productizing Email for Explosive Growth

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Email is central to Airbnb's business and has made a significant impact on their growth and bottom line. Growth PM Rebecca Rosenfelt discusses tips and tricks learned in going from a manual one-off program to a robust, automated, global program. Visit: http://tractionconf.io

Marketing

Productizing Email for
Explosive Growth
Rebecca Rosenfelt
Growth Product Manager

About
Airbnb
1.5+ million homes
34,000+ cities
190+ countries
25,000,000 guests

User to User
Airbnb to Host
Airbnb to Guest

Problem:
No consistent, scalable way to
communicate with guests
(outside of transactional emails)

Back in 2014….
• Manual
• One-off blasts
• 3rd party tool

1. Scope
2.Grow
3.Optimize
Build a New Growth Lever in
3 Simple Steps

Scope
1. Make sure the opportunity is big enough

Scope
1. Make sure the opportunity is big enough
2. Watch what others are doing, but find out if it’s working

Scope
1. Make sure the opportunity is big enough
2. Watch what others are doing, but find out if it’s working
3. Pick a goal, but watch all metrics

Scope
1. Make sure the opportunity is big enough
2. Watch what others are doing, but find out if it’s working
3. Pick a goal, but watch all metrics
4. Run lightweight tests to prove you can move your metric

Scope
1. Make sure the opportunity is big enough
Dove into user data, looked at booking patterns, activation
rates, retention, etc
Opportunity —-> First time bookers

Scope
Signed up for a ton of email
Used our networks to talk to the people working
on email at companies who seem to do it well
2. Watch what others are doing, but find out if it’s working

Scope
Leading indicators vs drag metrics vs goal metrics
(more later)
3. Pick a goal, but watch all metrics

Scope
Do stuff that doesn’t scale (yet)
4. Run lightweight tests to prove you can move your metric

Scope
Visit
Search
Book
Catch users as they fall
out of the funnel and get
them back on track
On Site

Scope
Visit
Search
Book
Inspire
Off Site
On Site

V1: Simple rake task to schedule trigger emails
V2: Robust internal Rails service to scale to broader
audience
Grow

Hive Data
Rails Service
Email Generation
System
SendGrid
(3rd Party)
Delivered
Current Architecture

Immediate Metrics
Leading Indicator
Goal Metric
Optimize-Pick Your Metrics

Immediate Metrics
Leading Indicator
Goal Metric
Did they love or hate the email?
Optimize-Pick Your Metrics

Immediate Metrics
Leading Indicator
Goal Metric
Did they love or hate the email?
Are you moving in the right direction?
Optimize-Pick Your Metrics

Immediate Metrics
Leading Indicator
Goal Metric
Did they love or hate the email?
Are you moving in the right direction?
Did you achieve your objective?
Optimize-Pick Your Metrics

Immediate Metrics
Leading Indicator
Goal Metric
Optimize

Helpful measure of people you annoy vs
people you delight
% Quality Score = 1-(unsubscribed/clicked)
Optimize

Quality Score
0%
25%
50%
75%
100%
10/30/14
11/3/14
11/7/14
11/11/14
11/15/14
11/19/14
11/23/14
Higher Intent Trigger
Lower Intent Trigger
Optimize

0%
25%
50%
75%
100%
10/23/14
10/27/14
10/31/14
11/4/14
11/8/14
11/12/14
11/16/14
11/20/14
11/24/14
11/28/14
12/4/14
Changed email timing
Quality Score For One Email
Optimize

% Quality Score = 1-(unsubscribed/clicked)
Optimize

Medium term:
Find something correlated with the down-funnel
behavior you’re trying to drive
Optimize

Pssst - it’s ok if you can’t definitively prove
causality!
Optimize

Optimize
A long term holdout group is a wondrous thing

90% Users Receive Email
10% Users Don’t Receive Email
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
At the end of
the year, how
do these two
groups
compare?
Optimize

Long Term Holdout Learnings
Email:
Drives our goal metric (hooray!)
Gets people to host (wha?)
Gets people to refer friends (cool!)
Drives other products’ success (nice!)

Email Today
Will drive 12% of incremental growth this year,
more next year
Growth!

Email Today
Marketing and product can tag team
Operations!

Email Today
New channel to users - useful for all
New Opportunities!

Thank you!
www.linkedin.com/in/rebeccarosenfelt/
http://twitter.com/rrosenfelt

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