Customer-Centric Email Marketing

CUSTOMER-CENTRIC EMAIL MARKETING

By Justine, Ros and Colin

#v2vemail

ROS CAMPAIGN MONITOR

COLIN CUSTOMER.IO

JUSTINE LITMUS

I DO: "Guide to CSS Support in Email Clients" and other great email design resources

I DO: Organize the Email Design Conference; manage our content and community.

I DO: Copywriting education, deciding what our product should do, helping customers send better emails.@yarrcat

@campaignmonitor @meladorri @litmusapp @alphacolin

@customerio

Slides, feedback and resources: http://litmus.com/lp/v2vemail

Why Should My Startup Have An Email Strategy?

Why Should My Startup Have an Email Strategy?

• Inexpensive

• Great ROI

• Increase engagement

• Build relationships

• People prefer to receive email

…

EVERY EMAIL NEEDS A PURPOSE

“SPECIAL DELIVERY!”

• WHO are you sending to?

• WHAT are you trying to communicate?

• WHEN is it appropriate to send the message?

• WHERE will the recipient read it?

• WHY are you sending this message?

• HOW does the recipient take action?

The Five W's

How do I not look like a spammer?

Permission is...

• Opt-in

• Not implied

• Not purchased

• Not forever

…

How do I not look like a spammer?

CAN-SPAM requires…

• A Physical Mailing Address

• An Unsubscribe Mechanism

• No Account Login

• That Unsubscribes are Fulfilled

in 10 days

…

"you recently created a

Litmus account…"

"you recently downloaded

our templates…"

"you recently ran a test…"

Permission Reminders

How do I not look like a spammer?

Emails are not

weapons of mass

destruction

What are the Most Important Emails a Startup Should Be Sending Now?

• Transactional

• Onboarding Emails

• Product Updates

• Newsletter

What are the Most Important Emails a Startup Should Be Sending Now?

…

Transactional

Cart/Signup Abandonment

Welcome Emails

Welcome Emails

Onboarding Series to Influence User Behavior

Don’t stop after people pay!

Email to:

Prevent Churn!

Help People Become Experts

Tell your team to do things

Newsletter

"G’day. I’m back in the hood. !

I was away for 2 solid weeks in the mega cities…that’s the longest stint I’ve been separated from my muses…being waves and surfing. !

Oh man…I love traveling but home is pretty darn good." - Aquabumps

Newsletter

"Phew! I've been waiting for you to sign up, Ros! It's great to have you along. Let me know what you think, OK?" - Balthazar

NEWSLETTERS HAVE INTIMACY

74%People who say that email is their preferred channel

… so why send boring email campaigns?

What Are The Key Elements in High Performing Campaigns?

What are the Key Elements in High Performing Campaigns?

…• Table-based HTML • Good subscriber experience • Strong subject line • Clear CTAs • Relevant messages

Table-based HTML + Inline CSS check out Ros’ killer guide: campaignmonitor.com/css

From name Subject line Preheader

Inbox

25% from name

25% subject line

50% preheader text

From name Subject line Preheader Open Tap/click

Inbox Email body

25% from name

25% subject line

50% preheader text

From name Subject line Preheader Open Tap/click

Inbox Email body

25% from name

25% subject line

50% preheader text

Page/site

Page/site

Hey

Hey = $2.6million

A GOOD CALL TO ACTION CAN MAKE OR BREAK

A CAMPAIGN

CALL TO ACTION

Free Trial See plans and pricing

CALL TO ACTION

Free Trial See plans and pricing

200% increase in signups

CALL TO ACTION

Start testing Read our overview

CALL TO ACTION

Start testing Read our overview

2x clicks

Test a hypothesis Content vs product High vs low commitment

Single CTA Emails FTW

21% of opens clicked 40% of opens clicked

+30% clicks

VS

Relevancy: Personalization/Geolocation

• Boston: 1,200 subscribers

• London: 2,500 subscribers

• San Fran: 1,100 subscribers

• General: 46,000 subscribers

!

Relevancy: Targeting using multiple data sources

Which Email Tools Should Every Startup Be Using?

• Transactional services • Newsletter services • Testing

…

Which Email Tools Should Every Startup Be Using?

NEWSLETTER TESTINGTRANSACTIONAL

How Do I Measure The Success of My Email Campaigns?

• Go Beyond The Click • Conversions, Buzz, Enquiries

…

How Do I Measure The Success of my Email Campaigns?

Conversions

Those spikes? Thanks, email.

Pageviews

Twitter mentions

Thinking beyond clicks, opens, conversions

• Twitter mentions • Unsolicited comments • Endorsements • Web visits • Blog comments • Anecdotal evidence • Interest from mainstream journalists

It's time to optimize!

Takeaways: Why should my startup have an email strategy?

• Inexpensive • Great ROI • Increase engagement • Build relationships • People prefer to receive email

Takeaways: What are the most important emails a startup should be sending now?

• Transactional • Onboarding Emails • Product Updates • Newsletter

Takeaways: What are the key elements in high-performing email campaigns?

• Table-based HTML • Good subscriber experience • Strong subject line • Clear CTAs • Relevant messages

Takeaways: Which email tools should every startup be using?

• Transactional services • Newsletter services • Testing

Takeaways: How Do I Measure The Success of my Email Campaigns?

• Go Beyond The Click • Conversions, Buzz, Enquiries

ROS CAMPAIGN MONITOR

@yarrcat @campaignmonitor

@meladorri @litmusapp

COLIN CUSTOMER.IO

@alphacolin @customerio

Resources: http://litmus.com/lp/v2vemailWe'll be at TEDC! http://litmus.com/conference

JUSTINE LITMUS

Thank you!