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MARKETING
4 STARTUPS
EMAIL
with Susan Su
EMAIL Marketing + Startup Metrics
Acquisition
Activation
Retention
Revenue
Referral
EMAIL MARKETING 4 STARTUPS
email collector is (almost) the top of your funnel
lever to turn site/product signups -> active users
engage users to keep them coming back
the “hard sell”
tell ur friends!
Email
WHAT IS EMAIL MARKETING?
BLAST! Good email marketing:
● extends beyond any
single standalone blast
● campaigns that show u
know WHO ur
subscribers really are,
and WHERE they are in
their user lifecycle
This email got a 60% open rate:
ANATOMY OF AN EMAIL
5 factors that influence open rates:
1. Subject line
2. Sender
3. List quality
4. Snippet Preview
5. Content
“2015 "Vegas, Baby!" 500 Founders' Weekend”
But Rome wasn’t built in a single email.
EMAIL CAMPAIGNS
Campaigns
Welcome Onboarding / Activation Engagement Reactivation
Transactional
So START NOW:
Welcome — Confirm signup, set the email expectations
Onboarding campaign — multi-installment series that gets subscribers to your activation
threshold
Engagement campaign — emails that get subs to your next activation threshold — from 1st
time to repeat users
Reactivation — incentivized wake-up call for dormant users
Retention — event-based triggers aimed at retain users about to drop off
Conversion — “the hard sell”
Referral — tell ur friends (goal: get friends’ email)
EMAIL CAMPAIGNS
EMAIL IS A FUNNEL. Very few people buy at the top of the funnel.
1. ABC: Always Be Collecting
● Persistent across ur site
● Popups works
● On EVERY staff’s profiles and signatures
● Paid acquisition campaigns
● Offline works too
GOLDEN RULES
OF CONTENT MARKETING
2. Subject lines MATTER.
But they don’t just impact open rates.
They impact a subscriber’s perception of your ENTIRE email.
Subject line testing isn’t just about boosting open rates,
but boosting total conversions.
First 10-15 characters MOST important: use action words.
GOLDEN RULES
OF EMAIL MARKETING
2. Subject lines MATTER.
GOLDEN RULES
OF EMAIL MARKETING
Snooze…!
3. Target and segment
Don’t be random. Some targeting you can do:
● demo
● based on previous behavior (open, click, buy)
● based on events outside of email (ie, use MixPanel)
GOLDEN RULES
OF EMAIL MARKETING
4. Measure what matters
● OPENS. Standard open rate is below 30%.
○ Email open behavior secret: every other.
● CLICKS.
● CONVERSIONS.
● SUBSCRIBES.
● UNSUBSCRIBES.
GOLDEN RULES
OF EMAIL MARKETING
5. MUST. TEST.
1. Subject line: copy, length, emotion
2. CTA: language, size, color,
commitment level
3. Content layout
4. Content length
5. Show prices vs. not
6. Simple vs complex
7. More vs fewer choices
8. Send time / day
9. Personalization
10. “From” name
GOLDEN RULES
OF CONTENT MARKETING
PS -- Intuition still matters.
6. The Content REALLY Matters
GOLDEN RULES
OF CONTENT MARKETING
● subject line
● preview text
● IMAGES
● body
● always have a CTA
● include link reminding people
who you are & what you do
7. Mobile First
Over 65% of email gets opened on mobile
FIRST.
GOLDEN RULES
OF CONTENT MARKETING
● Responsive layout
● Content brevity (short paragraphs,
even if u have lots of them)
● Subject and preview are mobile-
optimized
● ALWAYS TEST mobile
● High open rate but low click rate…?
LOTS MORE!
From hacks to high level strategies
@susanfsu
susan@500.co
Or come to my office hours!

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EMAIL4STARTUPS

  • 2. EMAIL Marketing + Startup Metrics Acquisition Activation Retention Revenue Referral EMAIL MARKETING 4 STARTUPS email collector is (almost) the top of your funnel lever to turn site/product signups -> active users engage users to keep them coming back the “hard sell” tell ur friends!
  • 3. Email WHAT IS EMAIL MARKETING? BLAST! Good email marketing: ● extends beyond any single standalone blast ● campaigns that show u know WHO ur subscribers really are, and WHERE they are in their user lifecycle
  • 4. This email got a 60% open rate: ANATOMY OF AN EMAIL 5 factors that influence open rates: 1. Subject line 2. Sender 3. List quality 4. Snippet Preview 5. Content “2015 "Vegas, Baby!" 500 Founders' Weekend”
  • 5. But Rome wasn’t built in a single email. EMAIL CAMPAIGNS Campaigns Welcome Onboarding / Activation Engagement Reactivation Transactional
  • 6. So START NOW: Welcome — Confirm signup, set the email expectations Onboarding campaign — multi-installment series that gets subscribers to your activation threshold Engagement campaign — emails that get subs to your next activation threshold — from 1st time to repeat users Reactivation — incentivized wake-up call for dormant users Retention — event-based triggers aimed at retain users about to drop off Conversion — “the hard sell” Referral — tell ur friends (goal: get friends’ email) EMAIL CAMPAIGNS EMAIL IS A FUNNEL. Very few people buy at the top of the funnel.
  • 7. 1. ABC: Always Be Collecting ● Persistent across ur site ● Popups works ● On EVERY staff’s profiles and signatures ● Paid acquisition campaigns ● Offline works too GOLDEN RULES OF CONTENT MARKETING
  • 8. 2. Subject lines MATTER. But they don’t just impact open rates. They impact a subscriber’s perception of your ENTIRE email. Subject line testing isn’t just about boosting open rates, but boosting total conversions. First 10-15 characters MOST important: use action words. GOLDEN RULES OF EMAIL MARKETING
  • 9. 2. Subject lines MATTER. GOLDEN RULES OF EMAIL MARKETING Snooze…!
  • 10. 3. Target and segment Don’t be random. Some targeting you can do: ● demo ● based on previous behavior (open, click, buy) ● based on events outside of email (ie, use MixPanel) GOLDEN RULES OF EMAIL MARKETING
  • 11. 4. Measure what matters ● OPENS. Standard open rate is below 30%. ○ Email open behavior secret: every other. ● CLICKS. ● CONVERSIONS. ● SUBSCRIBES. ● UNSUBSCRIBES. GOLDEN RULES OF EMAIL MARKETING
  • 12. 5. MUST. TEST. 1. Subject line: copy, length, emotion 2. CTA: language, size, color, commitment level 3. Content layout 4. Content length 5. Show prices vs. not 6. Simple vs complex 7. More vs fewer choices 8. Send time / day 9. Personalization 10. “From” name GOLDEN RULES OF CONTENT MARKETING PS -- Intuition still matters.
  • 13. 6. The Content REALLY Matters GOLDEN RULES OF CONTENT MARKETING ● subject line ● preview text ● IMAGES ● body ● always have a CTA ● include link reminding people who you are & what you do
  • 14. 7. Mobile First Over 65% of email gets opened on mobile FIRST. GOLDEN RULES OF CONTENT MARKETING ● Responsive layout ● Content brevity (short paragraphs, even if u have lots of them) ● Subject and preview are mobile- optimized ● ALWAYS TEST mobile ● High open rate but low click rate…?
  • 15. LOTS MORE! From hacks to high level strategies @susanfsu susan@500.co Or come to my office hours!