The document discusses the importance of lifecycle email marketing for user adoption, loyalty and growth. It provides examples of when to send emails such as milestone events, user behaviors that drive adoption, and key events. It also discusses testing emails, important metrics like open and click through rates, example email templates and best practices for email marketing.

1. E-mail & Lifecycle
Marketing
Natala Menezes | May 18, 2012

2. rain snow, get my hustle on
Countin cash every morning before I leave home
family I love, don’t wanna leave this World alone
and before I leave home, leave home
birdman
Lil wayne
I pray to God I won’t, loyalty is all I know

3. About @natala
• Product + Marketing + Talking
obsessed with making awesome products by listening to customers and capturing insight.
• Sent MILLIONS of emails.
A few folks unsubscribed.
• Philosophy major. Silicon Valley native.
• Good at breaking HTML
Abbey
Road, the
morkie
REFER.LY

4. Why care about lifecycle
marketing?
 User Adoption
 Loyalty
 Growth
Meaningful engagement converts customers into fans.

5. When = MOMENTUM
• Touch the user when they can build their
momentum and WIN.

6. When?
 Milestone user events
 Registration / Onboarding
 Purchases / Referrals
 User does a behavior that drives adoption
 Takes a specific action (adds friends, visits a specific page, etc.).
 This is the hard part – you will need to dig into data and understand your
customer conversion funnel.
 Key Events
 Holidays, sales / discounts, new features (maybe)

7. Testing
• A/B testing is good. But you need volume.
10,000
emails sent
30% open =
3,000
10% CTR = • 1% = 30
300 clicks • 5% = 150

8. Key Metrics
• # of E-mails Sent
• Open Rate
– %-age of people who “opened” your e-mail
– Actually “saw your tracking pixel” – lots of room
for error
– Industry averages vary, 20-30% is good.
• Click Thru Rate
– %-age of people who click a link.
– Links higher up, or buttons should get highest
CTR
– 2 – 15% is good for “VIP link”

9. Example Emails
• Trigger: I’ve got
money to
“reinvest”
• Image = who I’m
impacting
• Content shows
my impact (so I
feel awesome)
• I don’t have to
read to know
what to do

10. Have you met Liezel?
• Triggered by inactivity, combined with Women’s History so
I’m part of something “bigger than me” (more momentum)

11. Twitter Follower
What happened?
Checkmark is trusty
Who?
Why I might care
Call to Action

12. Check the preview
• It seems like it might be a tragic end…

13. End of the journey.
• Actually the
note was about
something
awesome.
• But who reads
e-mails?

14. Example Template
What to do why to care
Link to other interesting content
that helps achieve your CTA
- Video on how to use product
- How to get help
- User story of someone doing
something awesome

15. Best Practices
• Photos!!
– Bigger is better, avoid stock images that look stock, but higher quality images are key
– Test your image size in multiple e-mail formats and mobile
– Always label images
• Have the e-mail come from someone specific
– Respond to emails! Just like support
– Community manager / marketing manager for basic e-mails, CEO for important or welcome emails
• Copy is KING.
– Think about the preview line
– Engaging, witty. Brief.
• HTML vs Plain Text?
– Worry more about mobile.
• Frequency
– Vary by industry. Daily for ecommerce, bi-weekly. Determine how much effort you can do.

16. Don’t code 1st.
• Tranche your users for getting started
waves
• Create Cohorts by user attributes / activity
• Tag them in your e-mail platform
• Send manually in waves. Rinse. Repeat.
– Test copy
– Test email style
– Test frequency
• Then code.

17. CAN-SPAM Act
• What to know:
– Don’t lie.
Your product did not make someone sprout wings.
– Have an opt-out.
When people opt-out, remove them from your list.
They might shut you down.
– Display your address & contact info.
– Differentiate between promotional and transactional
content.
• Promos: Buy this! Do this! We love you!
– Newsletters, lifecycle e-mails, welcome notes.
• Transactions: You just bought a baby unicorn.
– Receipts, notifications / alerts

18. Loyalty Email Marketing
• Drives user engagement
you want them to do something
• Drives brand awareness
understand your product benefits