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Enabling Digital Conversions at Scale: 5 Keys to Driving Growth & Engagement via Email
The document outlines key strategies for driving growth and engagement through email marketing, emphasizing the importance of email as a communication channel with a high return on investment. It discusses the significance of deliverability, personalization, and design in crafting effective email campaigns, while providing insights on compliance with global regulations. Overall, it highlights email's central role in digital communication and offers actionable recommendations for optimizing email marketing efforts.
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Enabling Digital Conversions at Scale: 5 Keys to Driving Growth & Engagement via Email
- 1. Enabling Digital Conversionsat Scale: 5 Keys to Driving Growth & Engagement via Email
- 2. Scott Heimes CMO @SendGrid
- 3. SendGrid’s Origin ABOUT US Eight yearsago, three developers set out to build a better way to send email.
- 4. OUR CUSTOMERS Powering theengagement strategy for the world’s leading digital brands
- 5. WAYS TO SEND SendGridEmail 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 usingemail to communicate with customers?
- 9. Email’s humble beginnings Then 1stemail sent in 1972 1st piece of spam 1978 Webmail started in 1993
- 10. Email’s not sohumble 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 theLeading 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 OFDIGITAL 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 isa 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 peopleview 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 forDriving Growth & Engagement via Email
- 17.
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- 19. Call-to-Action ● Design youremail 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 ● Testyour 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.
- 22.
- 23. ● 3 WordsWins Out ● Choose Your Buzzwords Carefully ● #hashtags perform poorly
- 24. Make use ofyour preheader. It’s often what stands between the trash and an open.
- 25. Avoid the temptation togive your users so many calls to action. Remember your purpose and make it clear.
- 26.
- 27. Hyper-personalization “Personalizing subject lines forB2C increases open rates by 41%” - Q1 2015 Experian Marketing Services Report
- 28. ● Timely ● Relevant ●Personal ● Regional
- 29. Set up triggered emailsbased on prior actions taken by the recipient
- 30. eBay sends less emailby 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
- 32.
- 33. ● Localization ○ Language ○Content ○ Offers ● Commerce ○ Currency ○ Payment types
- 34. Ensure compliance with globalemail regulations. These vary by country.
- 35. Global ISPs operatedifferently than the Big 4. *
- 36.
- 37. Only 80% ofwanted email reaches the intended recipient.
- 38. Deliverability is complex Technical IPArchitecture 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 appliesto 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 inwhat will be seen in your campaign: • Headers • Subject Line • Email Message Content Create Smart Email Campaigns
- 43. List hygiene startswith 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 upfor 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 contentwas 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 Itcan open the inbox, or close it.
- 47. ● Ask permissionand 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 youusing 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 emailswith 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!