Vancouver final

SendGridDelivered2014

VancouverWelcome

2

• Wireless=Impressionist Room

• Password=impressionst

• Social Media: @sendgrid #SGDelivered

• Sales Rep = Tina

• Happy hour!

3

RyanHarrisManager, Compliance and Email Strategy

[email protected]

JillianWohlfarthSenior Manager of Content

[email protected]

4_________________________

IF YOU SEND

EMAILWE’LL MAKE

YOU BETTER AT IT.

_________________________

5

ABOUT SENDGRID

Founded July 2009

TechStars Graduate

180+ Employees

Office locations in:

Boulder | Denver | Anaheim

San Francisco | Europe

6

Angel investors include:

Scott PetryFounder, Postini

Matt MullenwegFounder, Wordpress

$27M venture capital raised

(Series B closed

January 2012)

INVESTMENT

7

SENDIN

G13 Billion

/month450 Million

/day

8

Email Landscape

Transactiona

lMarketing

11

Alerts & Notifications

12

Newsletters & Promotions

15

The Road to the Inbox?

Your Server

16

The Challenges Of Sending

Email At Scale…

17

Inbox Obstacles

ISPs (Internet Service Providers)

Blacklists

Spam traps

18

ISPs

19

Blacklists

20

Spam Traps

21

The Real Road to the Inbox

AOL

Yahoo

Google

Live

.edu

Etc…

ISPs

Spam Folder

Your Mail Server

SORBS

BSB

CBL

PSBL

SPAMCOP

Blacklists

Etc…

Google

McAfee

Mail Trust

SpamAssassin

Cloudmark

Etc…

Spam Filters

SPAM

22

550 HAZ

SPAMMER?

How Does SendGrid Help?

1. Technology

2. Analytics

3. Customer Support

24

Sender

1. Email content

passed to SendGrid via API

or SMTP

2. SendGrid

processes and queues

messages

3. Messages

delivered to recipients’

inboxes

Recipient

Powering Email Via APIs

4. Analytics captured

by SendGrid and passed back to

customer

25

Actionable, Real-time Analytics

26

24/7 Customer Support

27

200 Billion

28

Today’s Agenda…

Your roadmap to

becoming an

email superhero

29

Learn How To…

• Master email deliverability

• Leverage APIs

• Understand success metrics

• Build an engaged subscriber list

• Optimize your content

Ryan Harris

Nick Quinlan

Jillian Wohlfarth

Ali Frusciano

Paul Kincaid-Smith

Here we go!

SendGridDelivered2014

Ryan HarrisAli Frusciano

How to Be Awesome When Sending Email

35

• Right Person- at the

• Right Time-with the

• Right Frequency

• Right Message-to the

36

Let’s take a moment to talk about

prerequisites…

37

• Opt in

• Define

Engagement

• Separate

Marketing

and

Transactional

Email

• Branding

• No Reply

• Warm Up

• Unsubscribe

• Reputation

What is Opt In?

How does Opt In cover your ass?

38

• Opt In

• Define

Engagement

• Separate

Marketing

and

Transactional

Email

• Branding

• No Reply

• Warm Up

• Unsubscribe

• Reputation

• What is an Unengaged

User?

• How do you identify

Engaged Users?

• Create a Sunset Policy

39

• Opt In

• Define

Engagement

• Separate

Marketing

and

Transactional

Email

• Branding

• No Reply

• Warm Up

• Unsubscribe

• Reputation

40

• Opt In

• Define

engagement

• Separate

Marketing

and

Transactional

Email

• Branding

• No Reply

• Warm Up

• Unsubscribe

• Reputation

41

• Opt In

• Define

engagement

• Separate

Marketing

and

Transactional

Email

• Branding

• No-reply

• Warm Up

• Unsubscribe

• Reputation

No-reply to Address

42

• Opt In

• Define

engagement

• Separate

Marketing

and

Transactional

Email

• Branding

• No-reply

• Warm Up

• Unsubscribe

• Reputation

43

Unsubscribe

• Opt In

• Define

engagement

• Separate

Marketing

and

Transactional

Email

• Branding

• No-reply

• Warm Up

• Unsubscribe

• Reputation

44

• Opt In

• Define

engagement

• Separate

Marketing

and

Transactional

Email

• Branding

• No-reply

• Warm Up

• Unsubscribe

• Reputation

45

• Opt In

• Define

engagement

• Separate

Marketing

and

Transactional

Email

• Branding

• No-reply

• Warm Up

• Unsubscribe

• Reputation

List-Unsubscribe

www.list-unsubscribe.com

46

• Opt In

• Define

engagement

• Separate

Marketing

and

Transactional

Email

• Branding

• No-reply

• Warm Up

• Unsubscribe

• Reputation

47

• Opt In

• Define

engagement

• Separate

Marketing

and

Transactional

Email

• Branding

• No-reply

• Warm Up

• Unsubscribe

• Reputation

49

• Opt In

• Define

engagement

• Separate

Marketing

and

Transactional

Email

• Branding

• No-reply

• Warm Up

• Unsubscribe

• Reputation

The SendGrid Mantra

51



• Right Frequency


52

• The Right

Message

• The Right

Person

• The Right

Time

• The Right

Frequency

53

• The Right

Message

• The Right

Person

• The Right

Time

• The Right

Frequency

54

• The Right

Message

• The Right

Person

• The Right

Time

• The Right

Frequency

Let’s get beyond

“Hey [fname], how is [geolocation]?”

Profile your messages for meaningful

content

Segment your lists based on your

user’s profile:

• Geolocation

• Products Purchased

• Links clicked

• Pages viewed

55

• The Right

Message

• The Right

Person

• The Right

Time

• The Right

Frequency

Let’s talk about Spam Traps…

56

• The Right

Message

• The Right

Person

• The Right

Time

• The Right

Frequency

Send messages when they need to

be sent!

57

• The Right

Message

• The Right

Person

• The Right

Time

• The Right

Frequency

58



• Right Frequency


Key Takeaway

Things you need to know about CASL

60

• Clear

Identification

• Addresses

• Unsubscribing

• Consent

You should clearly

identify yourself in the

email…

This also must be done at

the point of consent!

61

• Clear

Identification

• Addresses

• Unsubscribing

• Consent

CASL Requires…

You must provide a

functioning electronic

address as well as a

physical address where

the recipient can contact

you!

62

• Clear

Identification

• Addresses

• Unsubscribing

Rules

• Consent

You must store the

following information for

each address:

• The type of opt-in (paper, landing

page, sign up)

• An example of the webpage (if

applicable)

• When they opted-in

• Their connecting IP (if applicable)

63

• Clear

Identification

• Addresses

• Unsubscribing

Rules

• Consent

Your Unsubscribe

method…

must be functional for 60

days after the message is

sent and must process a

request within 10 days.

64

• Clear

Identification

• Addresses

• Unsubscribing

Rules

• Consent

Expressed Consent vs.

Implied Consent:

• Expressed consent is required for

email messages

• Implied consent is only valid for a

6 month window

65

CASL allows implied consent for the following:

• Messages send within a business (they must be

related to your business)

• Messages sent in response to a request

• Quotes or estimates

• Receipts

• Security info (recalls, warrantees, etc.)

• Ongoing usage with your business (ongoing

purchases)

• Service upgrades or updates

• Deliveries of a product

• Recipients choose to provide their electronic address

online without specifying that they do not want to

receive CEMs (SendGrid does not allow this)

• Recipients provide their electronic address to the

sender without specifying that they do not want to

receive CEMS (SendGrid does not allow this)

74

SERVER SAYS: 220 some_mailserver.net ESMTP Sendmail 8.13.8/8.13.8;

Tue, 6 May 2014 12:34:07 -0700

YOU SAY: helo localhost.localdomain

SERVER SAYS: 250 some_mailserver..net Hello ???? [???.???.???.???]

(may be forged), pleased to meet you

YOU SAY: MAIL From:[email protected]

SERVER SAYS: 250 2.1.0 [email protected]... Sender ok

YOU SAY: RCPT To:[email protected] SAYS: 250 recipient

<[email protected]> OK

YOU SAY: DATA

SERVER SAYS: 354 enter mail, end with line containing only ".”

YOU SAY: Loons sure are cool.

YOU SAY: .

SERVER SAYS: 250 message sent

YOU SAY: QUIT

SERVER SAYS: 221 goodbye

77

POST /api/mail.send.json

Host: api.sendgrid.com

[email protected]&[email protected]&subje

ct=hi&text=Loons%20sure%20are%20cool.

Email and Your Product:A Magical Journey in Delighting

your Customers

Matt HarrisCo-founder and CEO

[email protected]

@mrmch

Linley FaulknerProduct Marketing

[email protected]

@LinleyJena

About Sendwithus

● Founded January 2013

● Based in

o San Francisco, California

o Victoria, British Columbia

● Control + Optimize

Transactional Email

Sendwithus is for marketers

Easy template management and

analytics without a developer.

• Template

Management

• Drip Campaigns

• A/B Testing

• Segmentation

• Analytics

We are an API for

• Templated emails

• Drip Campaigns

• Segmentation

• Analytics

Sendwithus is for developers

…for your SendGrid Account

Let’s Talk Transactional Email

● What is it?

● Why is it important for growth?

● How do you improve?

● Case Study

What is Transactional Email?

Any message in which the primary purpose facilitates an

already agreed-upon transaction or updates a customer

about an ongoing transaction.

● One-to-one

messaging

● User actions and

engagement

● Critical

for customers

What is Transactional Email?

Sometimes… you get this:

Tension – Who owns email?

Marketer owns landing page Developer owns email

Example: Notification Email

Example: Payment Receipt

Example: Payment Receipt

● clear call to action

● good presentation of information

● AirBnb has clearly put effort into this email

#1: Critical for Growth.

Pirate Metrics Model (AARRR!)Dave McClure

Acquisition: Welcome Email

Activation: Welcome Email(Drip Campaign)

Retention: Engagement Email

Revenue: Abandon Cart Email

Referral: Be creative

Measure Everything

#2: A Missed Opportunity.

Missed Opportunity:

Optimization

Missed Opportunity:

A/B Testing

Missed Opportunity:

Analytics

#3: Your Customers Want Them.

Welcome emails

experience a 49% open

rate.

Recap:

Transactional Email Matters

• Critical for growth.

• A missed opportunity.

• Your customers rely on them.

uSell: Case Study

Who is uSell?

● Marketplace for used cell phones and gadgets

● Make it easy for customers to sell their used gadgets,

by connecting them with professional buyers

Focus: Improve Customer

Experience ● Wanted to improve the customer side of the

marketplace

● Particularly concerned with increasing revenue

generating conversions

● Want to test new ideas and measure results.

Goal: Increase “Send-in” Rate

● Optimize an offline revenue metric

● Customer had already agreed to sell phone

● Email used to remind them to ship their device -> a

“send-in”

● How could they effectively remind their customer to

take action?

Test 1: Increase Open rates

Sample subject lines:

● “Your old device is saying, only 1 week left!”

● “Two Reasons You’re Missing Out: Easy. Money.”

● “Don’t let this be the one that got away!”

Result: 25% more opensWinner: “Your old device is saying, only 1 week left!”

Test 2: Increase Send-In Rate

Sample subject lines:

● “We still haven’t received your {{ device_name }}”

● “One week left to send in your {{ device_name }}!”

● “Two reasons you’re missing out: Easy. Money.”

Result: 8.6% More Send-InsWinner: “We still haven’t received your {{ device_name }}”

Lessons

● Huge opportunity that could have been missed (+8.6%)

● Best subject line isn’t always what you expect

● Keep it personalized

● Know which metric is most important, and test to that

How to Improve

● Granular Analytics

● Visual Identification

● Measure Everything

SUBJECT YAY

EverythingBODYCTA

Open rate

Clic

k R

ate

High

Hig

h

Low

Low

Granular Analytics

SUBJECT YAY

EverythingBODYCTA

Open rate

Clic

k R

ate

High

Hig

h

Low

Low

Granular Analytics, per template

Ask yourself:

● Is it clear who this email is from?

● Is it clear what my next step is?

● Is there an opportunity for me to engage further?

Visual Identification

From Name (RED), Subject line (Green), Intro text (Orange)

In the Inbox

Inspect the Content

Pro Tip : Test Everything!

● Don’t assume. Test.

● Treat email like a landing page

● Email is complicated, you can test

o subject line

o intro text

o body style

o headings

o call to action

o and more!

Wrapping up

● Email is an extension of your product

● Email experience has to match product

● Put your customer-focused team in control

● Dead end email = missed opportunities

● TEST EVERYTHING!

Thanks!

Linley [email protected]

@LinleyJena

RECIPIENTS 101

What can we learn from 200 billion emails?

170

Paul Kincaid-SmithVP, Email Delivery

[email protected]

171

2% OF THE

WORLD’S WANTED

MAIL

172

SendGrid: Email at Scale

100 Billion Total Sent



March 2011 March 2013 March 2014

173

SendGrid’s Volume & Speed

…all while keeping deliverability over 99%

450 million delivered per day

At 1 million messages

per minute

To countries all over the

world

174

Right Message

Right Person

Right Time

Right Frequency

175

Who are your recipients?

176

SendGrid Stats

• On-the-go

• Mobile first

• Own a

smartphone

• Likely Gmail user

• Likely in North

America

177

From 2012-2013:

Takeaway: Responsive Layouts Matter. A lot.

Device Trends:

More Screens in More Places

Desktop:

94% IncreaseMobile:

105% Increase

Tablet:

157% Increase

178

Recipients Love Gmail

TOP 5 ISPS SENT TO

TOP 5 ISPS BY OPENS TOP 5 ISPS BY CLICKS

Takeaway: Monitor how you perform at Gmail.

180

*Based on clicks

Takeaway: A big year for Chrome, a bad year for IE

It’s Hard Out There For IE

181

TOP BROWSERS

1. IE

2. Chrome

3. iPhone

4. Firefox

5. Android Phone

6. Safari

7. iPad

8. Opera

9. iPod

10. Blackberry

TOP BROWSERS

1. Chrome

2. IE

3. iPhone

4. Android Phone

5. Safari

6. iPad

7. Firefox

8. Opera

9. iPod

10. Blackberry

Always

Test!

• Chrome

• Safari

• IE

• Firefox

• iOS / Android

A Deeper Dive: 2012 vs. 2013

182

RECIPIENTS: WHAT ARE THEIR EMAIL HABITS?

183

• SPEED

DEMONS

• INBOX

SANITIZERS

• INBOX

OVERWHELME

D

184

• SPEED

DEMONS

• INBOX

SANITIZERS

• INBOX

OVERWHELME

D

185

• SPEED

DEMONS

• INBOX

SANITIZERS

• INBOX

OVERWHELME

D

186

SendGrid Recipient Breakdown

Speed Demons &

Inbox Sanitizers

Inbox Overwhelmed

This is where

timing matters!

187

Takeaway: All work and no play makes Jack a dull boy.

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

*Based on opens

When Are People Opening Mail?

188

am12 am am am pm 3 pm 6 pm 9 pm 12 am

Come on, tell me more!

Takeaway: In general, morning emails get higher opens

189

3 KEY TAKEAWAYS

190

Mobile-optimized

emails are worth the

investment.

191

Know and optimize

for your biggest

locations and ISPs.

192

The better you know

your subscribers, the

better your emails.

193

Right Message

Right Person

Right Time

Right Frequency

11 Ways to Build and Nurture Your

Subscriber List

197

• Create

opportunities

for sign up

• Optimize opt-

in pages

• Send a

confirmation

email

• Create opps

for opt out

• Create a

preference

center

• Create stellar

content

198

• Create

opportunities

for sign up

• Optimize opt-

in pages

• Send a

confirmation

email

• Create opps

for opt out

• Create a

preference

center

• Create stellar

content

199

• Create

opportunities

for sign up

• Optimize

opt-in pages

• Send a

confirmation

email

• Create opps

for opt out

• Create a

preference

center

• Create stellar

content

200

• Create

opportunities

for sign up

• Optimize

opt-in pages

• Send a

confirmation

email

• Create opps

for opt out

• Create a

preference

center

• Create stellar

content

201

• Create

opportunities

for sign up

• Optimize opt-

in pages

• Send a

confirmation

email

• Create opps

for opt out

• Create a

preference

center

• Create stellar

content

202

• Create

opportunities

for sign up

• Optimize opt-

in pages

• Send a

confirmation

email

• Create opps

for opt out

• Create a

preference

center

• Create stellar

content

203

• Create

opportunities

for sign up

• Optimize opt-

in pages

• Send a

confirmation

email

• Create opps

for opt out

• Create a

preference

center

• Create stellar

content

204

• Create

opportunities

for sign up

• Optimize opt-

in pages

• Send a

confirmation

email

• Create opps

for opt out

• Create a

preference

center

• Create stellar

content

205

REASONS PEOPLE

UNSUBSCRIBE

• 56%: Email came too

frequently

• 49%: The content became

too repetitive or boring over

time

• 22%: I signed up for a one

time offer*source = HubSpot

• Create

opportunities

for sign up

• Optimize opt-

in pages

• Send a

confirmation

email

• Create opps

for opt out

• Create a

preference

center

• Create stellar

content

206

• Create

opportunities

for sign up

• Optimize opt-

in pages

• Send a

confirmation

email

• Create opps

for opt out

• Create a

preference

center

• Create

stellar

content

207

Quality over

Quantity

• Create

opportunities

for sign up

• Optimize

opt-in pages

• Send a

confirmation

email

• Create opps

for opt out

• Create a

preference

center

• Create

stellar

content

5 Ways to Keep Your Subscribers

Engaged

209

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment for

success

• Deploy

reactivation

campaigns

• Test…

everything

“Reply to”

Address

Subject Line

HeaderBody Copy

CTA

Landing Page

210

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment for

success

• Deploy

reactivation

campaigns

• Test…

everything

211

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment for

success

• Deploy

reactivation

campaigns

• Test…

everything

212

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment for

success

• Deploy

reactivation

campaigns

• Test…

everything

213

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment for

success

• Deploy

reactivation

campaigns

• Test…

everything

214

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment for

success

• Deploy

reactivation

campaigns

• Test…

everything

Are you being

motivated by

what YOU want,

or by what

your customers

are asking for?

215

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment for

success

• Deploy

reactivation

campaigns

• Test…

everything Demographics/Loc

ation

216

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment for

success

• Deploy

reactivation

campaigns

• Test…

everything

Purchase Behavior

217

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment for

success

• Deploy

reactivation

campaigns

• Test…

everything

218

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment for

success

• Deploy

reactivation

campaigns

• Test…

everything

219

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment for

success

• Deploy

reactivation

campaigns

• Test…

everything

EMAIL A

220

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment for

success

• Deploy

reactivation

campaigns

• Test…

everything

EMAIL B

221

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment for

success

• Deploy

reactivation

campaigns

• Test…

everything

A RECEIVED 31.6% MORE CLICKS!

Email A Email B

222

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment for

success

• Deploy

reactivation

campaigns

• Test…

everything

EMAIL A

223

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment for

success

• Deploy

reactivation

campaigns

• Test…

everything

EMAIL B

224

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment for

success

• Deploy

reactivation

campaigns

• Test…

everything

B RECEIVED 83.1% MORE CLICKS!

225

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment

for success

• Deploy

reactivation

campaigns

• Test…

everything

Subject Line Test

Subject Line (A):

The Power of Email APIs

Subject Line (B):

Discover the Power of Email APIs

226

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment

for success

• Deploy

reactivation

campaigns

• Test…

everything

Subject Line Test

Winner!

Subject Line (A):

The Power of Email APIs

Subject Line (B):

Discover the Power of Email APIs

227

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment

for success

• Deploy

reactivation

campaigns

• Test…

everything

Subject Line Test

Subject Line (A):

Your Toughest Email Infrastructure

Questions Answered

Subject Line (B):

[Webinar] Your Toughest Email

Infrastructure Questions Answered

228

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment

for success

• Deploy

reactivation

campaigns

• Test…

everything

Subject Line Test

Subject Line (A):

Your Toughest Email Infrastructure

Questions Answered

Subject Line (B):

[Webinar] Your Toughest Email

Infrastructure Questions Answered

Winner!

229

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment

for success

• Deploy

reactivation

campaigns

• Test…

everything

1. Never assume, test

TESTINGTIPS

230

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment

for success

• Deploy

reactivation

campaigns

• Test…

everything


2. Test one element at

a time

TESTINGTIPS

231

• Maintain

consistent

messaging

• Create a

welcome

email

• Segment

for success

• Deploy

reactivation

campaigns

• Test…

everything


2. Test one element at

a time

3. Iterate

TESTINGTIPS

232

TAKEAWAYS

• Don’t buy or rent lists

• Create opportunities for sign

up

• Segment your lists

• Provide preference centers

• Engaged users are your goal

• Maintain voice and brand

consistency

• Test!

Thank You!

Jillian Wohlfarth

[email protected]

234

ADDITIONAL RESOURCES

SendGrid.com/blog

SendGrid.com/docs

SendGrid.com/resources

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