The document provides guidance on using email marketing effectively. It discusses email as a permission-based and direct channel that is measurable. It acknowledges past issues with blasting emails but notes that a lifecycle approach focuses on the customer relationship. It offers tips on list building, testing, personalization, and follow up emails. The key takeaways are to test all aspects of email marketing, watch unsubscribe rates, and focus on the customer relationship and journey.

1. WhyEmail?

2. Emailis:
1. Permission-based
2. Direct
3. Measurable

3. Email’sbadrap
1. Batch and blast
2. Purchased lists

4. Neitherofthoseaddressesthe
customerofone

5. Lifecyclereplaces“thenewsletter”
1. Your customer is entering a relationship with you
2. You know where they are in that relationship

6. ButhowdoIgetalist?
1. On-site popup
2. Partner marketing
3. At signup time
4. Events

7. HowdoIevengetstartedonthis?
HELP!

8. Somegeneralbestpractices
1. Test EVERYTHING
2. Watch your unsubscribe rates
3. Mind your preheaders
4. Cull your list

9. Quickwins
1. Personalize subject lines
2. Keep it simple - 1 banner, 1 image, a little text, CTA
3. Send T/W/Th between 8 & 9am
(but you should still test all this)

10. Startsmall

11. Checkoutloop
1. Follow-up emails
2. Abandoned cart

13. Follow-upemailsleadtofuturerevenue(howwasyour
purchaseetc)
1. How was your purchase?
2. Do you have questions?
3. Referral program reminder
4. Loyalty program reminder

14. Abandonedcartemail
One email boosted conversion rates 21%
100k increase in monthly revenue
(credit to James Kim)

15. Post-sign-updripcampaign
1. Start with a sign-up confirmation, and 1 or 2 additional emails
2. A/B test through adding more emails

17. HowdoIfigureoutmoreplacestosendemail?
1. Look at your data
1. What determines user success?
2. When?
3. Start testing there.

18. Example:
Data tells us (at Yammer) that mobile app downloads predicate continued engagement,
especially if the download occurs in the the first 30 days.
Based on this, we can start testing sending a reminder to download the mobile
app in that timeframe.

19. Tools
Big ESP - move the logic offsite
API-driven stack - the product drives the email
marketing

20. Let’ssayI’mthedirectorofemailforAirBnB
1. I have a massive deck of transactional emails as well as marketing emails
2. I have to deal with a large number of languages
3. All of my emails are (mostly) customized by user / market / language

21. What?
1. a structure to fill in,
2. a place to store the content
3. a way to identify which content which customer gets

22. InExactTarget/otherenterpriseMAS
1. Pass all of the user data over in bulk daily
2. Query data via automation action, build send list
3. Build email with content customized based on user profile

23. InKlaviyo+segment.io
1. Customer performs action / reaches threshold to receive an email
2. Segment.io picks up that signal + data and passed to Klaviyo
3. Within Klaviyo, assemble personalized email

24. WhatshouldIdo?
Your technology strategy should enable your
marketers to test and change content / timing /
triggers.
This should drive your platform / technology
decisions.

25. HowdoIstaffthisthing?
Look for:
1. Platform experience
2. Technical background
3. Marketing knowledge

26. Questions?