Will Eugene Lavatman be the right
hire for Uber’s marketing team?

“It’s not the skills and experiences
that matter; it’s what the person
does with their
skills and
experience.”
- Lou Adler

Uber hires candidates who will go
the extra mile and achieve results.
What will management think of
Eugene’s accomplishments
after three months?

Eugene Lavatman’s technical skills:

Uber brand in three words:
● Bold
● Simple
● Reliable

Uber voice in Emails:
Passionate and action oriented, but not pushy.
Delightful and full of surprises, but not
offensive. Informative, responsible and easy to
understand.

Recent email from Uber:

Goal of the UberPool email
The call to action “request UberPool”, takes the
email reader straight to the Uber application.
Campaign goal: to drive traffic to the Uber app
and increase use of the UberPool product.
Cross-sell and introduce new product to current
UberX customers.

Improve Uber’s email and accomplish goal:
Email was very well designed, unfortunately I
don’t check my Gmail promotions tab, thus
never saw the email. To land in Gmail’s Inbox
reduce use of formatting, imagery and 11 links!
Also needed more instructions on setting up
home address, I live in NY but received Miami.

Additional subject lines for Uber email
● New Uber product we thought you’d be
interested in
● Is this how you will save money?
● They laughed when I sat down in the car.
But when I started to pay~

Audience for UberPOOL:
Riders: budget conscious, ages 15 - 55, who
have a smartphone, live in or frequent busy
neighborhoods where UberPOOL is supported.
Include customers who split fare, large event
attendees, environmentalist, early adopters and
tourists. Drivers: UberX drivers.

Email tests for UberPOOL:
● Subject Line: curiosity vs. loss aversion
● Timing and frequency
● Call to action link: Blog vs. App
● Offer: % off vs historical $ off
● Hero image: art vs. real photo vs. no image

Measure UberPOOL campaign success:
Depends how Uber defines success.
● Number of call to action click-throughs
● Number of new UberPool riders / drivers
● Revenue generated attributed to campaign
● Awareness generated (opens, likes, shares)

Optimize UberPOOL campaign:
● Target the highest lifetime value segments
● Calibrate based on A/B test discoveries
● Mimic successful content and halt
underperformers
● Reduce time to acquisition

Eugene managed abandoned cart campaign:
Used Forrester research and Litmus analytics to
find out our email was text heavy, content not
focused on converting and subject lines not
speaking to prospect’s frustrations. Will use
these lessons to make Uber’s emails more
likely to convert. Readers have 8 sec attention
span.

Eugene managed webinar drip campaign:
Drip campaign was landing in Gmail’s
promotional tab. Testing led us to change the
tone of language, diversify content and subject
lines, while reducing the use of imagery and
links. Will use this lesson to improve Uber’s
email marketing performance.

Eugene managed Pro segment promo emails:
New initiative launched, email focused on the
professional segment. The audience usually
purchased “big ticket” items. Unfortunately the
volume and revenue generated was too low
and not worth the resources required. Will use
Uber’s marketing resources more wisely.

30 day goals for Uber’s email marketing
● Redesign Uber emails so they don’t land in
the Gmail promotions tab
● Launch drip campaigns for visiting tourists
● Improve infrastructure and checklists
● Email based on historical restaurant visits

90 day goals for Uber’s email marketing
● Uncover multiple strategic opportunities
● Launch new specialized drip campaigns
● A/B test content, subject lines and offers
● Optimize promotional email calendar
● Improve segmentation and personalization

Conclusion:
For more information on Eugene’s
accomplishments please visit his personal
website: EugeneLavatman.com