The document outlines a growth hacking strategy for a Swedish B2B fitness app aimed at small to medium companies, detailing its email marketing efforts and results from various tests. The findings include benchmarks for opening rates, click rates, and conversion rates along with the costs associated with tools used for email marketing. Future steps involve more testing and exploring additional channels for business development.

1. How to suck at
growth hacking
Karsten - MotioMera

2. Background

7. Background
Swedish only service (so far)
B2B focus, small to medium companies (10 - 100
employees)
Simple to use, aimed at both active people as well
as those not using fitness apps at the moment
Integrate instead of build: FitBit, Runkeeper,
Endomondo
Pricing: one off cost of 200 kr / person or a yearly
fee of 300 kr / person

8. Email
marketing

11. Why email marketing?
Cost efficient compared to other methods
(telemarketing, social media ads, adwords)
Has been used by the service before
We are still bootstrapping: less time = good

12. Sales aug + sept old version:
200 000 kr

13. Sales aug + sept new app:
100 000 kr

14. Concrete info
Numbers and details

15. Background
Audience: management / CEO at companies 10-
100 employees
Emails bought: 12 000
Functioning emails: 10 000
Public record emails: 8 000
Old customers: 800
Segmenting: minimum 1000 emails in each
segment
Tool for sending emails: getanewsletter.com
(75 000 emails / month, cost roughly 1500 kr /
month)
Other email tools tested: epostservice (multinet),
mailchimp / mandrill, maileasy, Amazon SES
Tracking and analysing: Google Sheets and copy
& paste

16. Tests
Headline tests:
● Price in headline
● Price and discount in headline
● Large vs small discount
● Keywords in headline
● Question vs information
● CAPS vs small letters
Other tests
● Who is the sender
● Different products
● Different prices
● Blind tests
● Timing

17. Notes
Seasonal activity - different times a year effect
opening and clicks a lot.
Looking at clicks, instead of opening rate or
number of customers. The best measure we had
to draw any conclusion.
Emails later contained more direct info - did not
require as much clicks for making an order.
Small numbers!

18. Results
Headline tests:
● Price in headline
● Price and discount in headline
● Large vs small discount
● Keywords in headline
● Question vs information
● CAPS vs small letters
Results:
● 26 vs 12 clicks (3000 emails)
● 8 vs 5 clicks (5000 emails)
● 30 vs 9 (3000 emails) (30% vs 15%)
● 12 vs 7 clicks (3000 emails) (Keyword
“avdragsgill”)
● 12 vs 9 clicks (3000 emails)
● 2 vs 4 clicks (3000 emails) (one word in
capital letters)

19. Results
Other tests
● Who is the sender
● Different products
● Different prices
● Blind tests
● Timing - day
● Timing - time of day
Results:
● 19 vs 7 clicks (3000 emails)
● 5 vs 8 (5000 emails)
● Lots of tests, no real difference
● opening rate 1 percentage point difference,
click to small to say
● 4 vs 4 for monday vs tuesday (5000 emails)
● 5 vs 4 for morning vs afternoon (5000
emails)

20. More numbers
Other numbers of interest:
Opening rates: 10-20% - average 14%
Conversion: really low, less then 0,01%
Tools and emails cost yearly: roughly 30 000 kr

21. What now?

23. Whats next?
More extreme testing
Looking into other channels
Evaluating business model

24. Thank you
@karstendc
karsten@motiomera.se