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

1. Hacking
Email
How
to
scale
your
email
list
1

2. How
Can
I
Increase
Open
Rates?
Craig
Zingerline
@craigzingerline
|
Red
Tricycle
@red_tricycle
Context
!
Good
subject
line
!
Cute
photos
helps
CTR

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. 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. 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. 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. How
do
I
create
content
users
want?
Curated
Roundups
&
Best
Of
Lists
Active
(not
passive)
Craig
Zingerline
@craigzingerline
|
Red
Tricycle
@red_tricycle

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. 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. 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. 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. Modal
Dialogs
Frequency
updates
+46%
subs
!
Design
changes
Minimal
impact
Craig
Zingerline
@craigzingerline
|
Red
Tricycle
@red_tricycle

13. On
Page
Dialogs
Post-­‐article
Mobile
web
Test
colors,
size,
location.
Customize
content
+300%
subs
Craig
Zingerline
@craigzingerline
|
Red
Tricycle
@red_tricycle

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. 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. Should
I
buy
email
lists?
!
Probably
not…
!
CAN-­‐SPAM
act
!
Low
engagement,
etc.
Craig
Zingerline
@craigzingerline
|
Red
Tricycle
@red_tricycle

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. THANK
YOU!
!
Tweet
@craigzingerline
or
email
craig@redtri.com
with
any
questions.
Craig
Zingerline
@craigzingerline
|
Red
Tricycle
@red_tricycle
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