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Hacking 
Email 
How 
to 
scale 
your 
email 
list 
1
How 
Can 
I 
Increase 
Open 
Rates? 
Craig 
Zingerline 
@craigzingerline 
| 
Red 
Tricycle 
@red_tricycle 
Context 
! 
Goo...
Quirky 
Works! 
+50% 
“The 
Secret 
to 
a 
Calm 
Kid” 
“Yoga 
Studios 
for 
Atlanta’s 
Small 
Set” 
! 
+44% 
“Mom 
Workout...
Subject 
lines 
A/B 
test 
all 
the 
time 
! 
Reduces 
risk 
of 
being 
bold 
! 
Test 
2 
to 
3 
options 
! 
To 
10% 
tota...
Mind 
the 
Length 
Studies 
show 
28-­‐39 
chars 
best 
! 
Test 
to 
optimize 
your 
length 
! 
Test 
on 
mobile 
for 
rea...
Other 
tactics 
Time 
of 
day 
+100% 
increase 
in 
open 
rates 
by 
testing 
send 
times 
(after 
kids 
zzz) 
Day 
of 
we...
How 
do 
I 
create 
content 
users 
want? 
Curated 
Roundups 
& 
Best 
Of 
Lists 
Active 
(not 
passive) 
Craig 
Zingerlin...
Speak 
to 
interests, 
get 
personal 
Craig 
Zingerline 
@craigzingerline 
| 
Red 
Tricycle 
@red_tricycle 
Topical/Timely...
Should 
I 
use 
paid 
acquisition? 
Spend 
little 
$ 
until 
product 
/ 
market 
fit 
! 
Make 
sure 
organic/social 
chann...
What 
can 
I 
do 
for 
free?* 
! 
1) 
Ask 
users 
to 
spread 
the 
word 
! 
2) 
Understand 
your 
conversion 
funnel 
& 
u...
How 
can 
I 
use 
the 
web 
to 
grow 
my 
list? 
Modals 
(frequency, 
source) 
! 
On-­‐page 
sign-­‐up 
boxes 
(customizat...
Modal 
Dialogs 
Frequency 
updates 
+46% 
subs 
! 
Design 
changes 
Minimal 
impact 
Craig 
Zingerline 
@craigzingerline 
...
On 
Page 
Dialogs 
Post-­‐article 
Mobile 
web 
Test 
colors, 
size, 
location. 
Customize 
content 
+300% 
subs 
Craig 
Z...
Partnerships 
Find 
partners 
with 
similar 
audience 
! 
Run 
mutually 
beneficial 
campaigns 
! 
Incentivize 
based 
on ...
Best 
Facebook 
creative 
for 
acquisition? 
Very 
succinct 
text, 
highlight 
value 
Oh 
Baby! 
You 
can 
win 
the 
ultim...
Should 
I 
buy 
email 
lists? 
! 
Probably 
not… 
! 
CAN-­‐SPAM 
act 
! 
Low 
engagement, 
etc. 
Craig 
Zingerline 
@craig...
How 
to 
pick 
an 
email 
vendor? 
Are 
you 
High 
Touch 
or 
Low 
Maintenance? 
! 
Email 
only 
or 
Marketing 
Automation...
THANK 
YOU! 
! 
Tweet 
@craigzingerline 
or 
email 
craig@redtri.com 
with 
any 
questions. 
Craig 
Zingerline 
@craigzing...
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Red Tricycle Launch Scale - Hacking Email - How to SCALE your email list Slide 1 Red Tricycle Launch Scale - Hacking Email - How to SCALE your email list Slide 2 Red Tricycle Launch Scale - Hacking Email - How to SCALE your email list Slide 3 Red Tricycle Launch Scale - Hacking Email - How to SCALE your email list Slide 4 Red Tricycle Launch Scale - Hacking Email - How to SCALE your email list Slide 5 Red Tricycle Launch Scale - Hacking Email - How to SCALE your email list Slide 6 Red Tricycle Launch Scale - Hacking Email - How to SCALE your email list Slide 7 Red Tricycle Launch Scale - Hacking Email - How to SCALE your email list Slide 8 Red Tricycle Launch Scale - Hacking Email - How to SCALE your email list Slide 9 Red Tricycle Launch Scale - Hacking Email - How to SCALE your email list Slide 10 Red Tricycle Launch Scale - Hacking Email - How to SCALE your email list Slide 11 Red Tricycle Launch Scale - Hacking Email - How to SCALE your email list Slide 12 Red Tricycle Launch Scale - Hacking Email - How to SCALE your email list Slide 13 Red Tricycle Launch Scale - Hacking Email - How to SCALE your email list Slide 14 Red Tricycle Launch Scale - Hacking Email - How to SCALE your email list Slide 15 Red Tricycle Launch Scale - Hacking Email - How to SCALE your email list Slide 16 Red Tricycle Launch Scale - Hacking Email - How to SCALE your email list Slide 17 Red Tricycle Launch Scale - Hacking Email - How to SCALE your email list Slide 18
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Red Tricycle Launch Scale - Hacking Email - How to SCALE your email list

  1. 1. Hacking Email How to scale your email list 1
  2. 2. How Can I Increase Open Rates? Craig Zingerline @craigzingerline | Red Tricycle @red_tricycle Context ! Good subject line ! Cute photos helps CTR
  3. 3. Quirky Works! +50% “The Secret to a Calm Kid” “Yoga Studios for Atlanta’s Small Set” ! +44% “Mom Workouts You’ll Swear By” “Prenatal Fitness Classes to Keep You Moving” ! +39% “It’s Like Sailing, Only Better” “5 Places to Pedal Boat” Craig Zingerline @craigzingerline | Red Tricycle @red_tricycle
  4. 4. Subject lines A/B test all the time ! Reduces risk of being bold ! Test 2 to 3 options ! To 10% total list (winner auto-­‐chosen) Craig Zingerline @craigzingerline | Red Tricycle @red_tricycle
  5. 5. Mind the Length Studies show 28-­‐39 chars best ! Test to optimize your length ! Test on mobile for readability Craig Zingerline @craigzingerline | Red Tricycle @red_tricycle
  6. 6. Other tactics Time of day +100% increase in open rates by testing send times (after kids zzz) Day of week Frequency (daily, #/wk, #/mo.) From name Image & text placement Pre-­‐header message Craig Zingerline @craigzingerline | Red Tricycle @red_tricycle
  7. 7. How do I create content users want? Curated Roundups & Best Of Lists Active (not passive) Craig Zingerline @craigzingerline | Red Tricycle @red_tricycle
  8. 8. Speak to interests, get personal Craig Zingerline @craigzingerline | Red Tricycle @red_tricycle Topical/Timely Insider feel Consistency Always high quality Build trust ! Solve a problem Busy parents! No free time Curation key ! New and Cool New playgrounds, stores, etc.
  9. 9. Should I use paid acquisition? Spend little $ until product / market fit ! Make sure organic/social channels working ! Then start paid ! Best channel? Measure user engagement & cost Craig Zingerline @craigzingerline | Red Tricycle @red_tricycle
  10. 10. What can I do for free?* ! 1) Ask users to spread the word ! 2) Understand your conversion funnel & user intent ! 3) Convert SEO traffic ! 4) Build some partnerships ! * nothing is free Craig Zingerline @craigzingerline | Red Tricycle @red_tricycle
  11. 11. How can I use the web to grow my list? Modals (frequency, source) ! On-­‐page sign-­‐up boxes (customization) ! Partnerships Craig Zingerline @craigzingerline | Red Tricycle @red_tricycle
  12. 12. Modal Dialogs Frequency updates +46% subs ! Design changes Minimal impact Craig Zingerline @craigzingerline | Red Tricycle @red_tricycle
  13. 13. On Page Dialogs Post-­‐article Mobile web Test colors, size, location. Customize content +300% subs Craig Zingerline @craigzingerline | Red Tricycle @red_tricycle
  14. 14. Partnerships Find partners with similar audience ! Run mutually beneficial campaigns ! Incentivize based on user interests ! Brands to local -­‐ both can work Craig Zingerline @craigzingerline | Red Tricycle @red_tricycle
  15. 15. Best Facebook creative for acquisition? Very succinct text, highlight value Oh Baby! You can win the ultimate baby registry-­‐ a $150 Gift Card. Craig Zingerline @craigzingerline | Red Tricycle @red_tricycle ! ! Image vs link -­‐ see what works for you Use Power editor No stock photos
  16. 16. Should I buy email lists? ! Probably not… ! CAN-­‐SPAM act ! Low engagement, etc. Craig Zingerline @craigzingerline | Red Tricycle @red_tricycle
  17. 17. How to pick an email vendor? Are you High Touch or Low Maintenance? ! Email only or Marketing Automation? ! For us, API critical (integration with web) ! Moving vendors ok -­‐ do as necessary Craig Zingerline @craigzingerline | Red Tricycle @red_tricycle
  18. 18. THANK YOU! ! Tweet @craigzingerline or email craig@redtri.com with any questions. Craig Zingerline @craigzingerline | Red Tricycle @red_tricycle 18
  • DotcomCowgirl

    May. 5, 2018
  • nickjnish

    Nov. 4, 2015
  • saifitsaif

    Mar. 1, 2015
  • es47014

    Nov. 5, 2014
  • mstress

    Oct. 24, 2014

Slides from the http://launchscale.net/ conference talking about Hacking Email - How to SCALE your email list.

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