Get More Traction with Email Marketing (triggered emails and lifecycle emails)
A special live class presented by Colin Nederkoorn, CEO of email marketing platform Customer.io for readers of the Traction Book by Gabriel Weinberg and Justin Mares. View the full stream from the class: http://customer.io/classes/email-for-traction-archive.html Intro (5 mins) Building an audience (10 mins) Onboarding New People (15 mins) Red Flags and Retention (10 mins) Your Questions… CEO of Email marketing platform for startups 500+ customers, 2.5 years old, 8 people Fundstrapped to $1.1m in ARR Internet Startup? Great! Launching a new venture? Great! Working for a startup? Great Responsible for email? Even better Awesome book Great framework for thinking about growth Read it (if you haven’t) Relatively inexpensive Great return on investment Increase engagement, build relationships People prefer to receive email Email: 9.4% Facebook: 6.3% Twitter: 5.4% YouTube: 2.2% Hacker News: 1.2% Build an audience first Add a newsletter sign up form today Email your list at least 3 times a month Syndicate that content to your blog Talk to readers and prospective customers to understand their pains. Write about it. Onboarding new people Diagram your “success” path for a new customer (on paper) Write subject lines for the emails they get if they don’t complete Red flags & retention Remind your account manager to check in New signup / Upgrade / Downgrade Are you happy (after x months of paying)? Ask for a referral. Ecommerce: High spender? Offer a discount code for next purchase. Birthday discount / greeting Figure out your “Red Flag Metrics” Ask successful customers why they converted. Ask abandoners why they didn’t convert. Then automate it! Bonus: Billing Emails Your Questions? Customer.io is an email marketing platform to help you send triggered, lifecycle, transactional, drip, newsletter, automated, notifications and other types of emails.
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Get More Traction with Email Marketing (triggered emails and lifecycle emails)
- 1. Get More Traction: Email Marketing Colin Nederkoorn, CEO of Customer.io
- 2. What we’ll cover: • Intro (5 mins) • Building an audience (10 mins) • Onboarding New People (15 mins) • Red Flags and Retention (10 mins) • Your Questions…
- 3. Who am I? • CEO of • Email marketing platform for startups • 500+ customers, 2.5 years old, 8 people • Fundstrapped to $1.1m in ARR
- 4. Who are you? • Internet Startup? Great! • Launching a new venture? Great! • Working for a startup? Great • Responsible for email? Even better
- 5. What to know about “Traction” • Awesome book • Great framework for thinking about growth • Read it (if you haven’t)
- 6. • Relatively inexpensive • Great return on investment • Increase engagement, build relationships • People prefer to receive email … Why email?
- 7. Emails outperform Conversion rates from audience in various channels • Email: 9.4% • Facebook: 6.3% • Twitter: 5.4% • YouTube: 2.2% • Hacker News: 1.2%
- 8. Build an audience first
- 12. Building an Audience Most people aren’t ready to buy when you first meet
- 13. Don't try to out-spend the competition, try to out-teach them - Jason Fried
- 14. What you can do: • Add a newsletter sign up form today • Email your list at least 3 times a month • Syndicate that content to your blog • Talk to readers and prospective customers to understand their pains. Write about it.
- 17. A REFINED FUNNEL
- 19. Not blocking…
- 27. Ok… I guess I should click this now.
- 28. Browsed spaces Started a listing
- 29. In-app experience can suck and that’s ok.
- 33. 2 days after signing up A/B test vs. No Email Sent
- 34. 30% lift in conversion to paid
- 35. Customers have reported a 22% reply rate The important thing is we are learning a ton of stuff about our customers early in the funnel, spotting patterns and improving the product/docs. James Smith - Bugsnag
- 36. What you can do: • Diagram your “success” path for a new customer (on paper) • Write subject lines for the emails they get if they don’t complete
- 37. Red flags & retention
- 38. CART ABANDONMENT
- 39. Added item to cart Didn’t check out
- 40. SAAS ABANDONMENT
- 41. Created a store Didn’t add products
- 42. Signed up Hasn’t sent data
- 43. FAILED TRIALS
- 44. Sent data Free account Hasn’t sent 3 newsletters Hasn’t created a segment
- 45. 70% of companies say it’s cheaper to retain a customer than acquire one Econsultancy/Responsys Cross-Channel Marketing Report 2013
- 47. Paid Account Hasn’t send email in 10 days to: sales@yourcompany.com It looks like {{ customer.email }} on the {{ customer.plan }} plan stopped sending email 10 days ago. Reach out to them and see if something went wrong.
- 48. Internal Notifications • Remind your account manager to check in • New signup / Upgrade / Downgrade
- 50. Stickers! Sent a payment 6 times
- 51. Customer Appreciation • Are you happy (after x months of paying)? Ask for a referral. • Ecommerce: High spender? Offer a discount code for next purchase. • Birthday discount / greeting
- 52. What you can do: • Figure out your “Red Flag Metrics” • Ask successful customers why they converted. • Ask abandoners why they didn’t convert. • Then automate it!
- 56. Your Questions?
Editor's Notes
- Intro: Ros
- Intro: Ros