Email Strategy For Starters:When, How & Why You Should Email Your Customers (Or Not!)

by @pedrosorren | Pedro Sorrentino Ecosystem Development Manager, SendGrid

Foundry Group Series A

TechsStars 700K Seed

Bessemer Series B

Some Debt Financing

Bain Capital Series C

Over 400 Billion Emails Sent. Almost at 20B emails a month

3.5 Years In 20 Minutes.

Why Does Email Volume Keeps Going Up? Because Email #$%@** Works!

AND… People Don’t Hate it As much as you would think.

"Consumers interest in email marketing actually increased during the peak of the holiday shopping season"

Source: Return Path - State of the Inbox, Quarterly Snapshot: Q4 2014 || 2MM Subscribers

Email averages 222 percent return on investment (ROI). (VentureBeat)

Email is almost 40 times better at acquiring new customers than Facebook and Twitter. (McKinsey)

91 percent of consumers check their email daily. (ExactTarget)

There will be 3.9 billion estimated email accounts by 2017. (Radicati)

Email = Freedom. Because you own your list and can take it anywhere.

CUSTOMER INBOX IS AN EMPTY NIGHTCLUB

THIS IS YOU. And It’s Saturday night, papi.

According to Return Path only 18% of the messages sent in Q4 were personal.

The inbox is a nightlub. The inbox is comercial.

2 MM subscripers + 3.8 billion emails

But you are not alone.

Map Out Your Email StrategyContent Volume

Frequency

Newsletter

Weekly Summary

Core Transactional

Dripped Campaign

Data Driven Integrations

Technical Resources

Technical Aspects.

Separate Marketing From Transactional at the IP Level

Make sure that you have clean IPs

DKIM, SPF, rDNS, DomainKeys + DMARC

How Engagement is getting measure by ISPs?

Inbox is not a global concept. You may have stellar reputation as a sender but things get segmented now at the user level.

Opens (Not that much)

Clicks (Yes!)

Moving to a Folder

Replying (Yes!)

Basic Authentication (DKIM, DomainKeys, rDNS, DMARC)

Source: Email Evolution Conference (#EEC15)

The Email World Is Small.

Before Doing a Drip

Early Stage ProTip:I would just ask. Why Did you Sign Up? Remove all the footer info. De Careful With the DKIM*

The Importance of Data Driven Context

SENDER

How I Lost 20+ Pounds Because of Email

3 Years of

https://www.dropbox.com/s/tm3xayvg0ybfuww/Screenshot%202015-05-01%2005.10.14.png?dl=0

When I would fall behind but come back up…

HOW I LOST OVER 20 POUNDS BECAUSE OF EMAIL

Holy Shit 200 Pounds

RunKeeper Comes In

Connect Withings + Run Keeper

-10+ Pounds Period

+7lbs Pounds Period

Acquisition Activation

Retention

Referral$$$

Win Back

GREAT EXAMPLE 2

Absolute DO’s

Correlation of success when having marketers / analysts working on the same team as developers and data folks.

ONE EXTRA IMPORTANT ADVICE

Email me = pedro@sendgrid.comTweet = @pedrosorren

THANK YOU!