If you'd like to step up the sophistication of your email programs, this talk is for you. See how to run control groups, hack multivariate email testing into workflows, and deeply integrate eCommerce and app usage data into the emails you send. We'll go over advanced segmentation techniques, the transactional email API, as well as sophisticated experimentation and AB testing that goes beyond the HubSpot tools all the way to actions user's perform on your site after they receive an email.
Presented at INBOUND 2017 by Sam Allen Marketing Operations Manager http://ezCater.com
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1. ezCater is the only nationwide online marketplace for business
catering. Need food for your next team lunch? Order it on
ezcater.com or download the app!
2. We have 200+ employees
3. We raised $35 million in January 2017, bringing our total funding
to $70 million
4. We are growing between 2-3x year over year
5. Working at ezCater is AWESOME and yes, we are hiring!
A B I T A B O U T
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1. I am responsible for Marketing and Sales Operations at ezCater
2. Hubspot “Super Admin”
3. Email Developer (Yes…I love inlined CSS)
4. Responsible for building all of our workflows and batch email
campaigns.
A B I T A B O U T S A M
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1. How ezCater Uses Email
2. A/B Testing Automated Email
Control Groups and Why they Matter
Site/App Usage Data and Email
3. Next Level Personalization in Email
4. Q & A: Feel Free to Ask Questions Throughout!
A G EN D A
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1. Who Uses Workflows Extensively?
2. Who A/B Tests Automated Email?
Who Codes Their Own Email?
3. Who Uses Control Groups?
Whose Hubspot instance is integrated with their SaaS
app or ecommerce Platform?
POLL
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K EY T A K EA W A YS
At a minimum you will be able to walk away
from today knowing how to:
- Run A/B Tests within workflows
- Use Control Groups to measure the lift of email campaigns
- Use Personalized Hero Images based on Personas
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1. Our emails to our customers and caterers are heavily
personalized down to the specific user or caterer
2. We use control groups to measure lift
3. Our Hubspot instance is integrated with our backend ecommerce
system
E Z C A T E R E M A IL
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C U S T O M E R N E W S L E T T E R
Customers
see entirely
different content
based on their
persona
and their city
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C A T E R E R N E W S L E T T E R
Caterers see
content
personalized to
their account
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Step 1: Build Your List as normal
Step 2: Randomly select 10% to 20% of your list
and put them in a static list, this is your control
group
Step 3: Send your email campaign to your “send”
group, DO NOT SEND IT to your control group
H O W D O T H E Y W O R K
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Step 4: Compare your conversion rate for the send group
and control group
The lift is the conversion rate of your send group, minus the
conversion rate of your control group
H O W D O T H E Y W O R K P A R T 2
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N O W Y O U C A N T E L L Y O U R C M O
Y O U R E M A I L C A M P A I G N
G E N E R A T E D 6 7 7 P U R C H A S E S !
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• Customize who the email comes from. If a contact
is owned by a specific account manager, have the
email be sent from that account manager
• Don’t be afraid to use merge tags in subject lines
and in the preview text, and not just “First Name!”
O T H E R P E R S O N A L I Z A T I O N T R I C K S