[Webcast] How to Get Your Email Marketing Off the Ground
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Transcript of [Webcast] How to Get Your Email Marketing Off the Ground
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How to Get Your Email Marketing Off the Ground
Jesse McCabeDirector, Product Marketing
March 19, 2013
Ken AppleDirector, Customer Support
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Housekeeping• ReadyTalk Conference Tools Console
–View in Full Screen Mode
• Poll Questions
–Answer live poll questions by clicking on the buttons
–Responses are anonymous
• Questions for Ken and Jesse
–Ask questions by using the CHAT function
–When the presentation begins, you will see the chat box as a floating window to use at any time
–We will answer as many questions as possible and those that we don’t get to in a follow up blog post
• Follow Up
–You will get an email with a link to the recording and a copy of all slides
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Company Overview
• Founded July 2009
• TechStars graduate(Boulder, CO)
• 110 employees across 4 offices
– HQ: Boulder, CO– R&D: Anaheim, CA /
Romania
$27M venture capital raisedSeries B closed Jan 2012
Angel investors include:-Scott Petry (Founder, Postini)-Matt Mullenweg (Founder, Wordpress)
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Delivering Email at Scale
• Serving 100,000+ customers
• Sending over 7 billion emailsper month
• Transactional and marketing email solutions
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Today’s Facilitators
Ken AppleDirector, Customer
Support
Jesse McCabeDirector, Product
Marketing
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Today’s Facilitators
Ken AppleDirector, Customer
Support
Jesse McCabeDirector, Product
Marketing
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What will you learn?
DeliverMeasure
Grow
Create
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Poll Question
• Which best describes your current title?– Marketing Manager– Marketing Director– Marketing Executive– Developer– Operations– CEO– Other
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Marketing Email OverviewTr
ansa
ction
al E
mai
l
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Marketing Email OverviewTr
ansa
ction
al E
mai
lM
arke
ting
Emai
l
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Poll Question
• Which type of email do you typically use within your organization?– Transactional Email– Marketing Email– Both– I Don’t Know
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Why Marketing Email?
• Email (on avg.) drives a 4000% ROI!!!
Email Search Display Ads Mobile Catalogs $-
$5.00
$10.00
$15.00
$20.00
$25.00
$30.00
$35.00
$40.00
$45.00 $40.56
$22.24 $19.72
$10.51 $7.30
ROI Per Dollar Spent by Marketing Channel
Source: Return Path Email Intelligence Report Q3 2012
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What will you learn?
Create
Ease of Use!Survey Result…
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So Easy Mom Can Use It!
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85
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So Easy Mom Can Use It!
39
85
15
(Clicks)
(IQ)
(Minutes)
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Address lists must be uploaded?
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Address lists must be uploaded?A/B Testing is Possible?
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Address lists must be uploaded?A/B Testing is Possible?
Multiple lists auto de-dup?
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Address lists must be uploaded?A/B Testing is Possible?
Multiple lists auto de-dup?
SG manages recipient Unsub requests?
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Address lists must be uploaded?A/B Testing is Possible?
Multiple lists auto de-dup?
SG manages recipient Unsub requests?Free Plan Includes the Newsletter?
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Address lists must be uploaded?A/B Testing is Possible?
Multiple lists auto de-dup?
SG manages recipient Unsub requests?Free Plan Includes the Newsletter?
Can’t get individual email activity?
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Address lists must be uploaded?A/B Testing is Possible?
Multiple lists auto de-dup?
SG manages recipient Unsub requests?Free Plan Includes the Newsletter?
Can’t get individual email activity?Some people never use UI?
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What will you learn?
DeliverCreate
Deliverability matters!Survey Result…
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“It doesn’t pay to hit ‘send’ and hope for the best.”
Manager Email Programs, REI
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What is Deliverability?
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Poll Question
• Which of the following best describes what deliverability means to you?– Driving customer engagement– Reaching your customers’ inbox– Maintaining a strong sender reputation– Creating relevant content that my
customers will want to read– Maintaining a clean subscriber list to
send to
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What is Deliverability?
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3 Concepts You Should Know Before Hitting Send
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3 Concepts You Should Know Before Hitting Send
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3 Concepts You Should Know Before Hitting Send
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Delivery Tips
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Delivery Tips
Commercial email accounts for 70% of
spam complaints
Return Path – Email Intelligence Report, Q3, 2012
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What will you learn?
DeliverMeasure
Create
Measurement!Survey Result…
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Email Engagement Metrics
• Requests & Deliveries
• Email Open Rate• Click Rate• Click-through-rate• Bounce Rate• Spam Reports• Unsubscribes
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Example Campaign Metrics• List Size: 12,391• Engagement Metrics:
– Deliveries: 10,485– Unique opens: 2,791– Unique clicks: 717– CTR: 25.69%– Bounces: 38– Spam Reports: 9– Unsubscribes: 4
• Campaign Cost: $500• Trip Price: $1200
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How Do I Know If My Campaign Was Successful?
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Campaign Metric Analysis• Engagement:
– Delivery Rate: 84.62%– Open Rate: 26.62%– Click Rate: 6.84%– CTR: 25.69%
• ROI– Conversion Rate: 5%
(36 customers)– Revenue: $43,000– Cost / Email: $0.04– Revenue / Email: $4.10– Campaign ROI: $101.50
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What About APIs?
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What will you learn?
DeliverMeasure
Grow
Create
Grow and Scale!Survey Result…
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Reliability & Scalability
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What Did We Learn?
DeliverMeasure
Grow
Create
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Thank You!
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Product Demo
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