Mike Greenfield

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Mike Greenfield

  1. EMAIL:UNGLAMOROUS,DIFFICULT,EFFECTIVE.Growing Circle of Moms’ Email Engagement Nearly 10xMike Greenfield@mike_greenfield / numeratechoir.comMamaBear / 2013-05-10
  2. In November 2010,Circle of Momswas in trouble.
  3. Defining Trouble• Bye-bye Facebook channels• Traffic down 50%• 6 million registered users, 1 million monthly uniques• Mediocre weekly digests: 50,000 clicks/week.
  4. How could we re-engage 6 millionmostly inactive moms?
  5. Email Got Us Out of Trouble
  6. Lots of Steps to Email Success1) Inbox Delivery2) One Item Focus3) Quality4) Subject Optimization5) Winners and Losers6) Frequency
  7. Make Sure Emails Get Delivered• Boring but important• Lots of boxes to check• MailChimp: good for one-off emails, doesn’t solve delivery• SendGrid: good, quick, expensive, no delivery guarantee• Return Path: painful (price, bureaucracy), help delivery
  8. Lots of Steps to Email Success1) Inbox Delivery2) One Item Focus3) Quality4) Subject Optimization5) Winners and Losers6) Frequency
  9. Email Mediocrity Looked Like This
  10. This Was A Good, Focused Email
  11. A Focused Email: Subject and HeaderGeneric subjectInteresting subjecttied to content
  12. A Focused Email: BodyWhat the user should readfirst, and a clear clickaction
  13. A Focused Email: Everything ElseDigest-y content presentbut deprioritized
  14. A Focused Email: Who’s Sending It?A/B Test-optimized“From” name
  15. A Focused Email: Content Not CompanyA smaller company logowas more effective
  16. A Focused Email: No Superfluous PleasantriesMost moms don’t havetime to read this stuff
  17. Timing Matters, But Not That Much• 20-30% differences• Late evening (7-10 PM) best time to send• Middle of the night worst time to send• We settled on sending ~7 AM-11 PM• Sunday night, early in the week better than late week
  18. Lots of Steps to Email Success1) Inbox Delivery2) One Item Focus3) Quality4) Subject Optimization5) Winners and Losers6) Frequency
  19. Finding High Quality Content?• Sending random community posts wasn’t cutting it
  20. We started writing our own blog posts(and failed for a while).
  21. Finally, a Winner!
  22. Could We Write Lots of Good Stuff?
  23. Yes, With a Team Effort…• Someone who understands moms’ needs• People who can write• Someone who can adjust to data and internalize whichcontent drives clicks (aka a growth hacker?)
  24. … and Some Fairly Tight Process• Team was soon writing 20+ articles each week• Midweek, go through results and see what’s working• Constantly refine content• Discipline: only write for large audiences• Discipline: not bloggers’ personal (but unrelatable) stories
  25. Moms Love Lists2.3% CTR
  26. Some Topics Don’t Work at ScaleTo: MomsSubject: Last-Minute Gift Ideas for Friends with FoodAllergiesClickthrough Rate: 0.04%Reaction: Ouch.
  27. “Easy” Is Good2% CTR
  28. Don’t Be Too GeneralTo: MomsSubject: Gift Guides for Everyone on Your ListClickthrough Rate: 0.4%Reaction: “Guide for everyone” doesn’t incite curiosity inthe way “gifts for a 7-year-old boy” might
  29. Lots of Steps to Email Success1) Inbox Delivery2) One Item Focus3) Quality4) Subject Optimization5) Winners and Losers6) Frequency
  30. We Optimized Emails by A/B Testing• A separate A/B testing system just for email subjects• Optimizing on clicks• System automatically removes poor subjects• Team regularly trying new subject lines
  31. Get to the Point Quickly!The Most Popular Baby Name Initials of 20110.7% CTRPopular Letters to Start Baby Names With in 20110.4% CTRDo You Know Which Initials Are Most Popular for BabyNames0.2% CTR
  32. X Ways to Do Y3 Tips for Ending Back Talk1.1% CTRHow to Stop the Back Talk1% CTRFind Out How to Stop Your Kids from Back-Talking0.5% CTR
  33. Tell, Don’t AskWhy a Stepmom’s Name Matters0.7% CTRWhen Kids Call Their Parents By First Names0.4%How to Navigate the Stepparent Name Game0.1%
  34. Lots of Steps to Email Success1) Inbox Delivery2) One Item Focus3) Quality4) Subject Optimization5) Winners and Losers6) Frequency
  35. Figuring Out What’s Good, Step 1• Store sends, clicks, opens per article to gauge success• Most of the 20 articles/week aren’t effective• Send each to a small batch of users• “Personalization” = don’t send breastfeeding emails tomoms of 6-year-olds• Keep the good, discard the bad
  36. Figuring Out What’s Good, Step 2• Is this user outside the test group?• Great. Just send them the best possible email.• Deep personalization: build a predictive model to figureout which email that specific user is most likely to like
  37. An Example Week• Does Parental Nudity Harm Kids? (2.3%)• 3 Times You Should "Kick the Kids Out" of Your Bed (1.3%)• Why You Need Separate Bank Accounts (1.1%)• 4 Indoor Toddler Activities That Wont Make a Mess (1.1%)…• How to Get Kids To Sleep Faster (0.8%)• 4 Tips For Creating Chore Charts (0.7%)• Why Do We Call Ourselves "Mommy" Instead of "I"? (0.6%)• One Way to Simplify Using Cloth Diapers (0.5%)• 3 Reasons All Kids Should Write Thank You Notes (0.5%)
  38. This Stuff Really Matters at Scale
  39. Lots of Steps to Email Success1) Inbox Delivery2) One Item Focus3) Quality4) Subject Optimization5) Winners and Losers6) Frequency
  40. How Much Email Should You Send?• Depends a lot on your content• You need to test different options holistically• We tested 1 digest/week vs. 2, 2 vs. 3, 3 vs. 4, 4 vs. 5• High quality email can facilitate higherfrequency, e.g., LinkedIn
  41. Lots of Little Things => Big Gains
  42. THANKS (THE END).Mike Greenfield@mike_greenfield / numeratechoir.com

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