Karsten Deppert, MotioMera: B2B sales email: A look into a toolbox of loads of small tweaks & testing.

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