With Kelly Kenney (Sendwithus) & Matt Gonzales (Kickbox)

Hi, I’m Matt

● Partner Relations @ Kickbox

● 4 years in IT/IT Compliance; 4 years in the startup lifestyle

● Dad joke extraordinaire, gamer, educator

Hi, I’m Kelly

● Marketing @ Sendwithus

● Over 9 years in the Tech marketing field

● Email nerd, animal lover and cheese enthusiast

● Email template management

● Iterate / Optimize without deploying code

● Set up A/B tests, drip campaigns

● Simplify workflow with Litmus & Smartling integration

Kickbox & Sendwithus

● Email Address Verification

○ Bulk, Email list verification

○ Real-time verification API

● Recipient Authentication

About Kickbox

The Kickbox team has been in the email privacy and security industry for over 10 years.

Our background in anti-spam, anti-virus and email privacy comprises the foundation on which Kickbox was built.2014

Founded

Dallas, TXLondon, UKHeadquarters

About Sendwithus

● Y Combinator backed

● Control + Optimize Email

● Top 300 Email sender Worldwide

2013

Founded

San Francisco, CAVictoria, BCHeadquarters

Talking Points

Segmentation: What is it?

Practice of creating smaller lists, or segments, from a larger email list based upon commonalities.

58% of all revenue is generated by segmented or targeted emails, according to Direct Marketing Association (DMA) study.

Segmentation: Why is it important?

Your customers aren’t one-dimensional, so your data shouldn’t be either.

● No two customers are the same

● Segment to reach the customers that matter most to your business

Where do I begin?

The foundation of any successful email segmentation strategy is a clean, active, engaged foundation.

Kickbox identifies the good, the bad & the ugly email addresses in your data.

● Clean email lists prior to holidays

● Verify B2B lists every 3 months

● Verify B2C lists every 6 months

Now you’re ready to segment.

Top 3 ways to Segment: #1 Location, Location,

Location

Top 3 ways to Segment: #2 Demographics

● Age

● Gender

● Occupation/Industry

Top 3 ways to Segment: #3 Customer Journey

● Prompt users to perform an action

● A/B test messaging and offers

● Retail brand examples:

○ Added something to cart

○ Completed purchase

○ Review product

○ Repeat purchase

Segment by Quality Scores

● User state + previous engagement in a tool like Salesforce

● Segment by most engaged and ask for feedback

● Segment by least engaged, auto-sunset + win-back

Personalize to Increase Relevance

● Tailor messaging to your segments

● First names, signup or customer appreciation can do a long way

● Onboarding sequence

How to avoid stale email data

2 Ways to Ensure Fresh Data

● As soon as your pull the data it is aging

● Query as close to send● Update data as frequently as

possible

Integrate with Database

Frequency of data pull

● Best case scenario: holistic complete view of your customers

● Minimal involvement from data team

● Segment on whole picture

● Data consolidated from different sources● Complete view of your customer,

calculate Lifetime Value (LTV), etc.● Queries at time of send - always fresh

data!

Data Warehouses: What to Know

What’s the worst that can happen?

Timing is Everything

Wrong Data, Wrong Message

No Free Class for You

● Segment to the right audience● Marketing best practice:

Include promotion legalese

Perfect Segmentation Messaging

● Don't assume! - A/B Test!

● Treat email like a landing page

● Email is complicated. You can test:

○ SUBJECT LINES

○ INTRO TEXT

○ BODY STYLE

○ HEADINGS

○ CTAs and MORE!

Wrapping Up

● Email Segmentation =

● List hygiene is essential

● Segment, Segment, Segment

● Fresh data + Updated content = Happy Customers

Housekeeping

● Kickbox / Sendwithus Questions

● Follow-up Recording

● Swag Giveaway

How you doin’ [remembering all this information]?

Questions?

kelly@sendwithus.com matt@kickbox.io