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Enabling Digital Conversions at
Scale: 5 Keys to Driving Growth
& Engagement via Email
Scott Heimes
CMO @ SendGrid
SendGrid’s
Origin
ABOUT US
Eight years ago, three
developers set out to
build a better way to
send email.
OUR CUSTOMERS
Powering the engagement strategy for the world’s
leading digital brands
WAYS TO SEND
SendGrid Email
PlatformEASY TO
INTEGRATE
ANALYTICS AND
REPORTING
SECURITY EASY-TO-USE
USER INTERFACE
DISTRIBUTED CLOUD
ARCHITECTURE
FLEXIBLE
APIs
WAYS TO SEND
1-to-1 operational, recipient-initiated email
Email API
1-to-many promotional, sender-initiated email
Marketing Campaigns
Expert Services and World Class Support
EMAIL DELIVERY
SERVICES
ONBOARDING SERVICES ONGOING EXPERT MANAGED SERVICES
SENDGRID PRODUCTS
Built for Developers and Marketers
Denver, Colorado | Redwood City, California | Orange, California | London, England
SENDGRID SNAPSHOT
58,000+ paying customers in 100+ countries
1 trillion emails processed | 4 offices
SEO
Chat
SMSSEM
Social
Media
Display
Push/
In App
Mobile
Why Email?
● Strong ROI ($38 for every $1 invested)
● 3.7 billion email accounts worldwide
● Uniquely built to reach customers
● Secure, regulated for consumers
Gravitational Center of Digital Communications
EMAIL
Who is using email
to communicate
with customers?
Email’s humble beginnings
Then
1st email sent in 1972
1st piece of spam 1978
Webmail started in 1993
Email’s not so humble scale
Now
125 Billion commercial
emails / day
67% of consumers b/w
ages 13-50 believe email
is essential to their lives
Email is the Leading ROI Channel.
“Average ROI of $38 for every
$1 invested in email”
- DMA Report
SendGrid Research:
Email & the Future of Digital
Communication
THE FUTURE OF DIGITAL COMMUNICATION EXECUTIVE SUMMARY
1 /
2 /
3 /
Email is essential, important and entrenched in the lives of people
today across Generation Z (19 and younger), Millennials (20-36) and
Generation X (37-52).
Over the next few years, Gen Z expects to increase their email
usage the most of all generations.
There is an overwhelming preference for email over all other
communication forms when it comes to B2C interactions.
4 /
Email is the channel where business is done from interactions inside a
company to interactions between businesses and consumers to interactions
between businesses.
5 / All personality types examined use email meaning it’s a nearly universal
channel. That isn’t the case with other communications and social media tools.
+
+
Fast Facts
Email is a staple form of communication
today regardless of age or life stage.
85% / 89% / 92%
Of consumers use email at least
monthly today.
THE FUTURE OF DIGITAL COMMUNICATION EXECUTIVE SUMMARY
Gen Z Millennials Gen X
+
◤
FEMALE, GEN X
“Email isn’t personal, it should
be for business and retailers.”
+
67% of people view email as essential and/or important to their lives!
CURRENT CATEGORY ENGAGEMENT
Q3A/Q4A / Which of the following forms of communication that you use is essential/important to
your life?
40%
said that email is
both essential and
important
14%
Said email was essential only
13%
Said email was important only
33%
Said email was
neither essential
nor important
THE FUTURE OF DIGITAL COMMUNICATION EXECUTIVE SUMMARY
5 Keys for Driving Growth
& Engagement via Email
DeliverabilityContextualization Globalization
ContentDesign
DeliverabilityContextualization Globalization
ContentDesign
Call-to-Action
● Design your email
and write your copy
around your CTA.
● Uber offers 3 CTAs
focused on social
engagement
Typography,
Images & Icons
● Reinforce your brand
quickly. Make sure your logo
is one of the first things your
subscribers see.
● Use color, imagery and
typography to reinforce your
brand.
A/B Test
● Test your designs to find
the most influential one.
● CTA, color, image, type,
font size and placement
can all be driving factors
to help drive the
engagement you’re
looking for.
DeliverabilityContextualization Globalization
ContentDesign
● 3 Words Wins Out
● Choose Your Buzzwords
Carefully
● #hashtags perform poorly
Make use of your
preheader. It’s
often what stands
between the trash
and an open.
Avoid the temptation
to give your users so
many calls to action.
Remember your
purpose and make
it clear.
DeliverabilityContextualization Globalization
ContentDesign
Hyper-personalization
“Personalizing subject
lines for B2C increases
open rates by 41%”
- Q1 2015 Experian Marketing Services
Report
● Timely
● Relevant
● Personal
● Regional
Set up triggered
emails based on prior
actions taken by the
recipient
eBay sends less
email by changing
the content of the
offer at the time of
open to account for
auctions that have
ended keeping every
email highly relevant
Email is once
again ‘interactive’
“CSS3 + HTML5 is
bringing interactivity
back to email”
- Dave Bailey
DeliverabilityContextualization Globalization
ContentDesign
● Localization
○ Language
○ Content
○ Offers
● Commerce
○ Currency
○ Payment types
Ensure compliance
with global email
regulations. These
vary by country.
Global ISPs operate differently
than the Big 4.
*
DeliverabilityContextualization Globalization
ContentDesign
Only 80% of wanted email
reaches the intended
recipient.
Deliverability is complex
Technical
IP Architecture
Email
Authentication
Transport Layer
Security (TLS)
Automated
Bounce
Processing
Automated
Complaint
Processing
Multi-Channel
Integration
Human
Whitelisting
Black List
Remediation
CAN-SPAM
Compliance
CASL
Compliance
General Data
Protection Reg
ISP Relations &
Remediation
• Reach
• Conversion
• Opportunity
• Touch
• Engagement
Deliverability Impacts...
Know what applies to you:
• CAN-SPAM
• CASL
• GDPR
Plenty more...
Learn the Email Rules of the Road
Be mindful of:
• SPF Authentication
• DKIM Digital Signatures
• DNS/MX/A Records
• DMARC Policies
• DMARC Analytics
Consider Leveraging a Service Provider
Be confident in what will be seen
in your campaign:
• Headers
• Subject Line
• Email Message Content
Create Smart Email Campaigns
List hygiene starts with avoiding user fatigue.
• Don’t assume everyone wants 3 emails a day
• A/B test every campaign and optimize
• Stop sending to people who don’t open or click in 6-
9 months.
• Consider not sending email at all to the oldest and
least active 1-5% of your list.
• Most importantly...NEVER buy email lists!
Healthy Lists Yield Higher Deliverability
Set yourself up for success:
• “Warm up” new IPs
• Know your target metrics
• Be able to pivot quickly if
adjustments are needed
Avoid Detours to the Inbox
Your great content was successfully delivered!
This is the fun part. See what the mailbox
filters let through and how users liked it.
• Delivery Rate
• Opens, Bounces and Clicks
• Spam Reports
• Unsubscribe Requests
Message Sent & Received:
How’d You Do?
Actively Manage Reputation
It can open the inbox, or close it.
● Ask permission and respect it
● Create an email preference center
● Send a welcome message
● Remove unengaged email recipients
● Make it easy to unsubscribe
Basics of Reputation Management
● Are you using a dedicated IP address?
● Are you segmenting your email streams on
different IPs?
● Does your sending domain have an SPF record?
● Do you sign your email with DKIM?
● Have you published a DMARC record?
Infrastructure & Authentication
Checklist
● Design emails with CTAs, branding; A/B test for success
● Create compelling content
● Contextualize for timeliness and relevancy
● Optimize for global sending
● Deliverability is the foundation for success
Key Takeaways
Scott Heimes
CMO @ SendGrid
scott.heimes@sendgrid.com
@ScottHeimes
Thank You!

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Enabling Digital Conversions at Scale: 5 Keys to Driving Growth & Engagement via Email

  • 1. Enabling Digital Conversions at Scale: 5 Keys to Driving Growth & Engagement via Email
  • 3. SendGrid’s Origin ABOUT US Eight years ago, three developers set out to build a better way to send email.
  • 4. OUR CUSTOMERS Powering the engagement strategy for the world’s leading digital brands
  • 5. WAYS TO SEND SendGrid Email PlatformEASY TO INTEGRATE ANALYTICS AND REPORTING SECURITY EASY-TO-USE USER INTERFACE DISTRIBUTED CLOUD ARCHITECTURE FLEXIBLE APIs WAYS TO SEND 1-to-1 operational, recipient-initiated email Email API 1-to-many promotional, sender-initiated email Marketing Campaigns Expert Services and World Class Support EMAIL DELIVERY SERVICES ONBOARDING SERVICES ONGOING EXPERT MANAGED SERVICES SENDGRID PRODUCTS Built for Developers and Marketers
  • 6. Denver, Colorado | Redwood City, California | Orange, California | London, England SENDGRID SNAPSHOT 58,000+ paying customers in 100+ countries 1 trillion emails processed | 4 offices
  • 7. SEO Chat SMSSEM Social Media Display Push/ In App Mobile Why Email? ● Strong ROI ($38 for every $1 invested) ● 3.7 billion email accounts worldwide ● Uniquely built to reach customers ● Secure, regulated for consumers Gravitational Center of Digital Communications EMAIL
  • 8. Who is using email to communicate with customers?
  • 9. Email’s humble beginnings Then 1st email sent in 1972 1st piece of spam 1978 Webmail started in 1993
  • 10. Email’s not so humble scale Now 125 Billion commercial emails / day 67% of consumers b/w ages 13-50 believe email is essential to their lives
  • 11. Email is the Leading ROI Channel. “Average ROI of $38 for every $1 invested in email” - DMA Report
  • 12. SendGrid Research: Email & the Future of Digital Communication
  • 13. THE FUTURE OF DIGITAL COMMUNICATION EXECUTIVE SUMMARY 1 / 2 / 3 / Email is essential, important and entrenched in the lives of people today across Generation Z (19 and younger), Millennials (20-36) and Generation X (37-52). Over the next few years, Gen Z expects to increase their email usage the most of all generations. There is an overwhelming preference for email over all other communication forms when it comes to B2C interactions. 4 / Email is the channel where business is done from interactions inside a company to interactions between businesses and consumers to interactions between businesses. 5 / All personality types examined use email meaning it’s a nearly universal channel. That isn’t the case with other communications and social media tools. +
  • 14. + Fast Facts Email is a staple form of communication today regardless of age or life stage. 85% / 89% / 92% Of consumers use email at least monthly today. THE FUTURE OF DIGITAL COMMUNICATION EXECUTIVE SUMMARY Gen Z Millennials Gen X + ◤ FEMALE, GEN X “Email isn’t personal, it should be for business and retailers.”
  • 15. + 67% of people view email as essential and/or important to their lives! CURRENT CATEGORY ENGAGEMENT Q3A/Q4A / Which of the following forms of communication that you use is essential/important to your life? 40% said that email is both essential and important 14% Said email was essential only 13% Said email was important only 33% Said email was neither essential nor important THE FUTURE OF DIGITAL COMMUNICATION EXECUTIVE SUMMARY
  • 16. 5 Keys for Driving Growth & Engagement via Email
  • 19. Call-to-Action ● Design your email and write your copy around your CTA. ● Uber offers 3 CTAs focused on social engagement
  • 20. Typography, Images & Icons ● Reinforce your brand quickly. Make sure your logo is one of the first things your subscribers see. ● Use color, imagery and typography to reinforce your brand.
  • 21. A/B Test ● Test your designs to find the most influential one. ● CTA, color, image, type, font size and placement can all be driving factors to help drive the engagement you’re looking for.
  • 23. ● 3 Words Wins Out ● Choose Your Buzzwords Carefully ● #hashtags perform poorly
  • 24. Make use of your preheader. It’s often what stands between the trash and an open.
  • 25. Avoid the temptation to give your users so many calls to action. Remember your purpose and make it clear.
  • 27. Hyper-personalization “Personalizing subject lines for B2C increases open rates by 41%” - Q1 2015 Experian Marketing Services Report
  • 28. ● Timely ● Relevant ● Personal ● Regional
  • 29. Set up triggered emails based on prior actions taken by the recipient
  • 30. eBay sends less email by changing the content of the offer at the time of open to account for auctions that have ended keeping every email highly relevant
  • 31. Email is once again ‘interactive’ “CSS3 + HTML5 is bringing interactivity back to email” - Dave Bailey
  • 33. ● Localization ○ Language ○ Content ○ Offers ● Commerce ○ Currency ○ Payment types
  • 34. Ensure compliance with global email regulations. These vary by country.
  • 35. Global ISPs operate differently than the Big 4. *
  • 37. Only 80% of wanted email reaches the intended recipient.
  • 38. Deliverability is complex Technical IP Architecture Email Authentication Transport Layer Security (TLS) Automated Bounce Processing Automated Complaint Processing Multi-Channel Integration Human Whitelisting Black List Remediation CAN-SPAM Compliance CASL Compliance General Data Protection Reg ISP Relations & Remediation
  • 39. • Reach • Conversion • Opportunity • Touch • Engagement Deliverability Impacts...
  • 40. Know what applies to you: • CAN-SPAM • CASL • GDPR Plenty more... Learn the Email Rules of the Road
  • 41. Be mindful of: • SPF Authentication • DKIM Digital Signatures • DNS/MX/A Records • DMARC Policies • DMARC Analytics Consider Leveraging a Service Provider
  • 42. Be confident in what will be seen in your campaign: • Headers • Subject Line • Email Message Content Create Smart Email Campaigns
  • 43. List hygiene starts with avoiding user fatigue. • Don’t assume everyone wants 3 emails a day • A/B test every campaign and optimize • Stop sending to people who don’t open or click in 6- 9 months. • Consider not sending email at all to the oldest and least active 1-5% of your list. • Most importantly...NEVER buy email lists! Healthy Lists Yield Higher Deliverability
  • 44. Set yourself up for success: • “Warm up” new IPs • Know your target metrics • Be able to pivot quickly if adjustments are needed Avoid Detours to the Inbox
  • 45. Your great content was successfully delivered! This is the fun part. See what the mailbox filters let through and how users liked it. • Delivery Rate • Opens, Bounces and Clicks • Spam Reports • Unsubscribe Requests Message Sent & Received: How’d You Do?
  • 46. Actively Manage Reputation It can open the inbox, or close it.
  • 47. ● Ask permission and respect it ● Create an email preference center ● Send a welcome message ● Remove unengaged email recipients ● Make it easy to unsubscribe Basics of Reputation Management
  • 48. ● Are you using a dedicated IP address? ● Are you segmenting your email streams on different IPs? ● Does your sending domain have an SPF record? ● Do you sign your email with DKIM? ● Have you published a DMARC record? Infrastructure & Authentication Checklist
  • 49. ● Design emails with CTAs, branding; A/B test for success ● Create compelling content ● Contextualize for timeliness and relevancy ● Optimize for global sending ● Deliverability is the foundation for success Key Takeaways
  • 50. Scott Heimes CMO @ SendGrid scott.heimes@sendgrid.com @ScottHeimes Thank You!