If you'd like to step up the sophistication of your email programs, this talk is for you. See how to run control groups, hack multivariate email testing into workflows, and deeply integrate eCommerce and app usage data into the emails you send. We'll go over advanced segmentation techniques, the transactional email API, as well as sophisticated experimentation and AB testing that goes beyond the HubSpot tools all the way to actions user's perform on your site after they receive an email. Presented at INBOUND 2017 by Sam Allen Marketing Operations Manager http://ezCater.com

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B O S S - L E V E L
C U S T O M I Z E D E M A I L
P R O G R A M S
Sam Allen

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Sam Allen –
Marketing
Operations
Manager @

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1. ezCater is the only nationwide online marketplace for business
catering. Need food for your next team lunch? Order it on
ezcater.com or download the app!
2. We have 200+ employees
3. We raised $35 million in January 2017, bringing our total funding
to $70 million
4. We are growing between 2-3x year over year
5. Working at ezCater is AWESOME and yes, we are hiring!
A B I T A B O U T

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1. I am responsible for Marketing and Sales Operations at ezCater
2. Hubspot “Super Admin”
3. Email Developer (Yes…I love inlined CSS)
4. Responsible for building all of our workflows and batch email
campaigns.
A B I T A B O U T S A M

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1. How ezCater Uses Email
2. A/B Testing Automated Email
Control Groups and Why they Matter
Site/App Usage Data and Email
3. Next Level Personalization in Email
4. Q & A: Feel Free to Ask Questions Throughout!
A G EN D A

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1. Who Uses Workflows Extensively?
2. Who A/B Tests Automated Email?
Who Codes Their Own Email?
3. Who Uses Control Groups?
Whose Hubspot instance is integrated with their SaaS
app or ecommerce Platform?
POLL

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K EY T A K EA W A YS
At a minimum you will be able to walk away
from today knowing how to:
- Run A/B Tests within workflows
- Use Control Groups to measure the lift of email campaigns
- Use Personalized Hero Images based on Personas

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How ezCater Does
Email1

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1. Our emails to our customers and caterers are heavily
personalized down to the specific user or caterer
2. We use control groups to measure lift
3. Our Hubspot instance is integrated with our backend ecommerce
system
E Z C A T E R E M A IL

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C U S T O M E R N E W S L E T T E R
Customers
see entirely
different content
based on their
persona
and their city

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C A T E R E R N E W S L E T T E R
Caterers see
content
personalized to
their account

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Caterer Newsletter Results - The
Impact of Personalization

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A/B Testing
Workflow Emails
Let’s start with a little trick
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1. Create a Custom
Number Property
2. Use the HubSpot
Lead Rotator to
randomly assign an
owner to a marketer.

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3. Set a number value on
each branch
4 . Then clear the
HubSpot Owner

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5: Use an ”If/Then”
branch using your
custom number field
to determine what
email version a user
receives

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Questions About A/B
Testing Workflow
Emails?

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Control Groups
(And Why They Matter)3

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Have You Ever
Wanted to Tell
Your CMO That
Your Email
Campaign
Resulted in 50
New Signups???

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W I T H C O N T R O L G R O U P S Y O U
C A N ! ! !

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Step 1: Build Your List as normal
Step 2: Randomly select 10% to 20% of your list
and put them in a static list, this is your control
group
Step 3: Send your email campaign to your “send”
group, DO NOT SEND IT to your control group
H O W D O T H E Y W O R K

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Step 4: Compare your conversion rate for the send group
and control group
The lift is the conversion rate of your send group, minus the
conversion rate of your control group
H O W D O T H E Y W O R K P A R T 2

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N O W Y O U C A N T E L L Y O U R C M O
Y O U R E M A I L C A M P A I G N
G E N E R A T E D 6 7 7 P U R C H A S E S !

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Questions About
Control Groups &
Email?

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Site/App Usage Data
+ Email
A Match Made in Heaven
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Relevant and Targeted Email
Site/App usage data
enables you to send
highly relevant
message to your
customers and users

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Send
Emails
Like This
to the
right
audience!

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Rather Than
This
Don’t “Spray and
Pray” or do “Email
Blasts”

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Segmentation Can Be Powerful
Our End of Month Concur
Campaign Results:
- 60% Open Rate
- 12.5% Click Rate
- 6.11% conversion rate

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Questions about
Site/App Usage or
Segmentation

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Next Level
Personalization
Go Beyond “First_Name”
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Delight Your
Customers
with emails
that help
them, not sell
them

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Personalized Hero Images by Persona
A for A Persona A for B Persona

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Step 1:
Set Persona
Values via
Workflow based
on criteria that
makes sense for
your company

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Step 2:
Set the Contact
Fields for your
Hero Image
URLs by
Persona

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Step 3:
Go into the “Source Code” and put in your merge
tag value like this:
<img src=“contact. persona_newsletter_image_url”>

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Step 4:
A for A Persona A for B Persona

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• Customize who the email comes from. If a contact
is owned by a specific account manager, have the
email be sent from that account manager
• Don’t be afraid to use merge tags in subject lines
and in the preview text, and not just “First Name!”
O T H E R P E R S O N A L I Z A T I O N T R I C K S

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Customized From Name and Email Address

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Questions About
Personalization?

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Q&A
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T H A N K Y O U