[Webcast] How to Get Your Email Marketing Off the Ground
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The document provides an overview of how to get email marketing off the ground. It discusses delivering email at scale, the benefits of marketing email over other channels in terms of ROI, and key concepts to understand like deliverability before sending campaigns. Metrics for measuring campaign performance are also reviewed like open and click rates. Finally, tips are provided for growing email lists and campaigns over time through reliability, scalability and APIs.
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[Webcast] How to Get Your Email Marketing Off the Ground
- 1. How to Get Your Email Marketing Off the Ground Ken Apple Director, Customer Support Jesse McCabe Director, Product Marketing March 19, 2013
- 2. 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
- 3. Company Overview $27M venture capital raised • Founded July 2009 Series B closed Jan 2012 • TechStars graduate (Boulder, CO) • 110 employees across 4 offices – HQ: Boulder, CO Angel investors include: – R&D: Anaheim, CA / Romania -Scott Petry (Founder, Postini) -Matt Mullenweg (Founder, Wordpress) 3
- 4. Delivering Email at Scale • Serving 100,000+ customers • Sending over 7 billion emails per month • Transactional and marketing email solutions 4
- 5. Today’s Facilitators Ken Apple Jesse McCabe Director, Customer Director, Product Support Marketing
- 6. Today’s Facilitators Ken Apple Jesse McCabe Director, Customer Director, Product Support Marketing
- 8. What will you learn? Create Deliver Measure Grow
- 10. Poll Question • Which best describes your current title? – Marketing Manager – Marketing Director – Marketing Executive – Developer – Operations – CEO – Other
- 11. Marketing Email Overview Transactional Email
- 12. Marketing Email Transactional Email Marketing Email Overview
- 13. Poll Question • Which type of email do you typically use within your organization? – Transactional Email – Marketing Email – Both – I Don’t Know
- 14. Why Marketing Email? ROI Per Dollar Spent by Marketing Channel $45.00 $40.56 $40.00 $35.00 $30.00 $22.24 $25.00 $19.72 $20.00 $15.00 $10.51 $7.30 $10.00 $5.00 $- Email Search Display Ads Mobile Catalogs • Email (on avg.) drives a 4000% ROI!!! Source: Return Path Email Intelligence Report Q3 2012
- 16. What will you learn? Create Survey Result… Ease of Use!
- 17. So Easy Mom Can Use It! 39 85 15
- 18. So Easy Mom Can Use It! 39 (Clicks) 85 (IQ) 15 (Minutes)
- 20. Address lists must be uploaded?
- 21. Address lists must be uploaded? A/B Testing is Possible?
- 22. Address lists must be uploaded? A/B Testing is Possible? Multiple lists auto de-dup?
- 23. Address lists must be uploaded? A/B Testing is Possible? Multiple lists auto de-dup? SG manages recipient Unsub requests?
- 24. 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?
- 25. 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?
- 26. 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?
- 28. What will you learn? Create Deliver Survey Result… Deliverability matters!
- 29. “It doesn‟t pay to hit „send‟ and hope for the best.” Manager Email Programs, REI
- 31. 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
- 33. 3 Concepts You Should Know Before Hitting Send
- 34. 3 Concepts You Should Know Before Hitting Send
- 35. 3 Concepts You Should Know Before Hitting Send
- 37. Delivery Tips
- 38. Delivery Tips Commercial email accounts for 70% of spam complaints Return Path – Email Intelligence Report, Q3, 2012
- 39. What will you learn? Create Deliver Measure Survey Result… Measurement!
- 41. Email Engagement Metrics • Requests & Deliveries • Email Open Rate • Click Rate • Click-through-rate • Bounce Rate • Spam Reports • Unsubscribes
- 42. 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
- 43. How Do I Know If My Campaign Was Successful?
- 44. 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
- 45. What About APIs?
- 46. What will you learn? Create Deliver Measure Grow Survey Result… Grow and Scale!
- 50. What Did We Learn? Create Deliver Measure Grow
- 51. Thank You!
- 53. Product Demo
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Hinweis der Redaktion
- Who knows the dude in the middle? Sir Isaac NewtonSmart crowd – who knows what he is most known for? - of “Newtons Laws of Motion”Black Slide - verbalAn object at rest stays at rest – Marketing neededAn object in motion, stays in motion at a constant speed unless acted on by an external unbalanced force – Marketing Accelerate your velocityFor every action, there is an equal and opposite reaction – Support and Experience
- Who knows the dude in the middle? Sir Isaac NewtonSmart crowd – who knows what he is most known for? - of “Newtons Laws of Motion”Black Slide - verbalAn object at rest stays at rest – Marketing neededAn object in motion, stays in motion at a constant speed unless acted on by an external unbalanced force – Marketing Accelerate your velocityFor every action, there is an equal and opposite reaction – Support and Experience
- Black Slide - verbalAn object at rest stays at rest – Marketing neededAn object in motion, stays in motion at a constant speed unless acted on by an external unbalanced force – Marketing Accelerate your velocityFor every action, there is an equal and opposite reaction – Support and Experience
- Recent Survey – 300 marketing respondents - Top 4 areas Trust - Measure Cost Deliverability - Delivery Ease-of-use – Create
- Before those lets have Jesse provide an overview and remind us why marketing email is key.Thanks Ken - Before I begin, I want to get a quick sense for who we have in the audience. - Who has used the SendGrid Newsletter application? - Who hasn’t? - Who is a marketer in some capacity? - Developer? - Here for food and drinks?So, looks like there are a number of you who are marketers and a few who are also familiar with our service which is great. As we get going, should any of you have questions along the way please feel free to speak up and we can address your question at that point.
- Help to validate our target audienceUnderstand who is attendingDo we already capture title as part of registrants?
- Whether you are a marketer or not, I’m sure you understand the importance of using email as a means for communicating with your subscribers. While the focus of our conversation today is on marketing email and how you can better leverage this medium to drive business, I also wanted to point out that this is not the only form of email that you can use to communicate with your customers. 1 – On the top here we have transactional email. This form of email has a 1 to 1 relationship with its recipients and is typically sent as a result of some action that was initiated. Examples of transactional email include account sign-up confirmations, password resets, and shipping notices. Transactional emails are primarily intended to communicate some important information however Carly will discuss a little later how you CAN leverage this form of email for marketing purposes.
- 2 – On the bottom we have marketing email which as you can see here has a 1 to many relationship with its recipients. Some examples of marketing email include marketing newsletters, email promotions, and daily deal notifications. This is obviously where we will focus the rest of our time here today.
- So Why Marketing Email? If used properly, marketing email can be one of the most powerful and influential forms of marketing media available to you. To help illustrate this point, this slide contains some data from a recent Return Path report that highlights the value of Marketing Email vs. some of the other marketing mediums available. What this tells you is that compared to all other mediums, for every 1 dollar you spend on marketing email, you will receive $40 in revenue – almost double the ROI from Search and display ads.
- Ken comment on good overview now lets head down the path
- Lets start with how to create a marketing campaign – Create – Ease of use.Best way I think to do that is with a testimonial – MomSecond best thing we could do is show it - Jesse
- Easy for me to spout out these numbers but I would ask you watch as Jessy Demo’s
- True or False
- True or False
- True or False
- True or False
- True or False
- True or False
- True or False
- Some good info Ken....but I don’t know about these people but I’m having flash backs to high-school - True / False questions and all. How about we just keep moving!
- We talked a little about how to create a marketing email so let’s now jump into discussing how to best deliver one.
- Here is a quote from an Email Program Manager at REI and I like it because it is not only simple but also speaks to the fact that hope is not a good strategy for deliverability. As I demonstrated earlier, creating and even sending an email is easy but in order to ensure success, its imperative that you develop a deliverability strategyAnd that you understand how YOU can actually impact your deliverability.
- So since we are a mixed audience, I want to ensure we are all on the same page with regards to our definitions of deliverability. Let’s then quickly discuss what deliverability means and why is it important to you.Ken, I’m going to start with you – what does deliverability mean to you?What about the rest of you - who can tell me what Deliverability is and / or why it is important to you?Important concepts: - Reaching the inbox / staying out of the spam folder - Sender / IP reputation - Email authentication - Email frequency and timing - Relevant content - List management
- So since we are a mixed audience, I want to ensure we are all on the same page with regards to our definitions of deliverability. Let’s then quickly discuss what deliverability means and why is it important to you.Ken, I’m going to start with you – what does deliverability mean to you?What about the rest of you - who can tell me what Deliverability is and / or why it is important to you?Important concepts: - Reaching the inbox / staying out of the spam folder - Sender / IP reputation - Email authentication - Email frequency and timing - Relevant content - List managementDiscussion around top 2 topics that viewers selected.
- So here are the three concepts that I want you to know before you leave this Webinar:1 - The first is that you need to create relevant content that that is targeted at a specific audience and is delivered to them at an interval that they expect. This is also content that your subscribers have hopefully opted in to receive and that they will WANT to read. Erratic sending and blasting out large amounts of email at one time are both red flags – smaller volumes tend to work better.**************1 - Relevant Content / Frequency Be consistent in your sending Erratic sending is a red flag2 - Optimize your subscriber lists Make it easy to unsubscribe Segment lists based on subscriber profile and engagement3 - Monitor your sender reputation Warm up your IP Keep bounce rates low (under 10% is recommended) Monitor and groom your lists to remove bounced addresses Don’t purchase lists Contain defunct email addresess May contain spam traps
- So here are the three concepts that I want you to know before you walk out of here.2 - The second concept is around optimizing your subscriber lists. This includes segmenting your subscribers by profile and by engagement and also making it easy for them to unsubscribe. Segmentation helps ensure the right content is delivered to the right audience. This can also help improve engagement rates. **************1 - Relevant Content / Frequency Be consistent in your sending Erratic sending is a red flag2 - Optimize your subscriber lists Make it easy to unsubscribe Segment lists based on subscriber profile and engagement3 - Monitor your sender reputation Warm up your IP Keep bounce rates low (under 10% is recommended) Monitor and groom your lists to remove bounced addresses Don’t purchase lists Contain defunct email addresess May contain spam traps
- So here are the three concepts that I want you to know before you walk out of here.3 - And the third concept is around maintaining a strong sender reputation. As Ken will discuss shortly, ISPs look at sender reputation as a key determinate for how to handle mail coming from your domain. Maintaining a good sender reputation by not purchasing lists, keeping your bounce rates low, and managing your email cadence can help improve your ability to reach your subscribers’ inbox.**************1 - Relevant Content / Frequency Be consistent in your sending Erratic sending is a red flag2 - Optimize your subscriber lists Make it easy to unsubscribe Segment lists based on subscriber profile and engagement3 - Monitor your sender reputation Warm up your IP Keep bounce rates low (under 10% is recommended) Monitor and groom your lists to remove bounced addresses Don’t purchase lists Contain defunct email addresess May contain spam traps
- Everything SG does for you – Your account is optimizedDNS Infrastructure - SPF, DKIM, Multipart, Gmail header, Delivery optimization – we have adaptive delivery (local and global)Speed - Ken talks about the keys for deliveryDelisting requests – big names we do for you. Smaller we provide the info neededWhat you can do for yourself..Company Name in From FieldRelevant SubjectEmail Personalized to Recipient’s NameAbility to Opt-outCompany Contact InfoEnsure you have recipient’s permission - Check Spam Score - Test, test, testYou do make a difference
- Marketers Beware - Commercial email accounts for 70% of spam complaints 22% other ISP, 5% internal, 3% botsSource: Return Path - Email Intelligence Report, Q3, 2012What you really want to know is how they work.Watch the ratio of those saying it is spam and those showing it is not spamPeople reporting spam have reps – their reports are weightedMovement is a vote. Spelling countsGeography is taken into considerationReal inboxes both open and send emailSend email people want and are interested in.False positives – they can give a bump – temp bumpEngagement –
- Marketers Beware - Commercial email accounts for 70% of spam complaints 22% other ISP, 5% internal, 3% botsSource: Return Path - Email Intelligence Report, Q3, 2012What you really want to know is how they work.Watch the ratio of those saying it is spam and those showing it is not spamPeople reporting spam have reps – their reports are weightedMovement is a vote. Spelling countsGeography is taken into considerationReal inboxes both open and send emailSend email people want and are interested in.False positives – they can give a bump – temp bumpEngagement –
- Ken to do intro here….
- So we’ve talked a little about creating, sending and delivering email so now we need to discuss how to best monitor the success of your campaings to ensure continual improvement.
- This next slide highlights some of the more important email engagement metrics that you should be tracking for all your outbound campaigns. Developing a strategy for tracking your campaigns and for measuring success vs. other similar email marketing campaigns will allow you to improve your delivery, open and click-through rates as well as keep your bounce rates low. ***********A hard bounce is an email message that has been returned to the sender and is permanentlyundeliverable. Causes include invalid addresses (domain name doesn't exist, typos, changed address, etc.) or the email recipient's mail server has blocked your server. Servers can sometimes interpret bounces differently, meaning a soft bounce on one server may be classified as a hard bounce on another. http://www.lyrislabs.com/media/infographic/The_Lyris_Digital_Optimizer_Infographic/
- Getting back to my biking the alps example, here are some of the metrics that SendGrid reported on my campaign. While my example is fictitious, note the data on this page is actual data and taken from a customer campaign to hopefully provide some element of truth to this. From this data, you can begin to monitor some key engagement metrics such as: - Deliverability rate, Open and click rates, Click-through-rates, and UnsubscribesYou can also analyze things like: - Bounce rates – emails that were returned to you b/c the domain name doesn't exist, typos in the address, or the email recipient's mail server has blocked your server. - Spam reports – reports from your subscribers that the content you distributed is spam. ***************Monitoring all these items will help you to not only improve your email deliverability but to also ensure that you maintain a strong sender reputation and that your email doesn’t get caught in spam filters. Engagement currently measured by opens, clicks and conversionsImplies need to trim lists when it comes to ‘inactive’ subscribersAnyone without an email address is the digital eqivalent of a homeless person – Dela Quist, Founder / CEO, Alchemy WorxCost: - Email Infrastructure - Design - Image licensingIf not using service, you will have to create these metrics
- While the metrics on the previous page appear to be good - How do I know if my campaign was successful? - As with many questions, the answer is that it depends.So just like with deliverability, its important that you establish a program to help you to continuously monitor and optimize your campaign results.Some questions you may want to ask include?How was my deliverability?How do these metrics compare w/ previous campaigns?How did my list perform?How did my content perform?What was my conversion rate?What was my ROI?Service providers can often help you with all these items as well.
- Getting back to my example once again, here are some of the key engagement and ROI statistics resulting from the campaign. Note again that the engagement metrics are real – however, the ROI piece is fictitious but it does provide a couple key metrics that you may want to consider to help you justify ROI. Metrics like conversion, cost and revenue per email and overall ROI can help you to better demonstrate the success for your marketing campaigns. Did this campaign meet my expectations? How did my conversion rate compare w/ previous campaigns? At the end of the day, Marketers must have a consistent approach to monitoring email campaigns in order to effectivelydrive revenue for the business.
- So, the final area of importance that our survey panel indicated was around a need to work with an email service provider who can scale and support a company’s growth. Some of the important areas here include: - Credible customer list - Scalable infrastructure - Recommended and trusted service offerings
- So, because Marketing is part of my DNA, here is my quick 30 second SendGrid overview. On the screen you can see just a few of our over 100,000 customers.Also, in the 15 seconds it takes for this list to scroll, we have sent almost ½ a million emails, which works out to about 3000 every second)In terms of sender reputation, we have a great reputation with ISPs and other spam identification and filtering organizations and have been called out as a white hat sender by Spamhaus. And finally,, something that we at SendGrid are very proud of, is since our inception a little over 3 years ago, we have sent over 91 billion emails which works out to be around 1% of the worlds legitimate, non-spam, email. That’s pretty incredible for a company of our size! And…I think Ken is going to hit on a few of these points a little more.
- Ken
- We are big – you have lots of room to grow into usHow do we move 7 billion emails a month - Architecture includes:Self-hosted datacenter5 cloud providersBuild-in load balancing and failoverHow fast can we delivery your email? As fast as you can get them to us. Remember ISP acceptance speed. Customer example 8mm in few hoursSupport – chat 24/7 and ticket response every few hours – phone US business hours – escalation 24/7 to a human
- So, to complete our journey, what did we learn today? Let’s frame these points in terms of our buddy Newton’s laws and interpret what he might say if he were a marketer. Newton’s first law indicates that an object at rest stays at rest. If Newton were a marketer, I think he would say that Email Marketing can help you avoid Marketing intertia. Creating and sending marketing emails is simple and is a powerful tool to help you engage with your subscribers.Newtons second law indicates that an object in motion stays in motion unless acted upon by an unbalanced force. I’m thinking what Newton would say here is that your Email marketing tactics need to continue to evolve. In order to drive your business, you need a strategy for measuring and optimizing your deliverability, engagement, and campaign metrics. And to Newton’s third law which states that for every action, there is an opposite and equivalent reaction…I believe Newton would support marketing actions that help to increase your subscribers and ultimately drive growth in your business. While the reaction to this growth might be some growing pains…ultimately, growth is good for business.Email Marketing Helps Avoid InertiaMetrics to Help You Not Accept Status QuoReactions to Marketing Actions Will Drive BusinessEmail Marketing can help you avoid Marketing Inertia Leverage Marketing Email as a means to drive engagement with your subscribers and to grow your business Email marketing is the top form of marketing ROI Email is not dead!Status Quo for metrics Is Not an Option Develop a key set of marketing email metrics and KPIs to measure Drive continuous improvement by Monitoring your KPIs Reviewing your lists Reducing complaints Creating relevant content Increase your marketing velocityGrowth in email volumes is good for your business Actions taken to drive additional volume will drive revenue. This may create additional pressures upon your business but growth is goodSendGrid can help you grow your business by providing the scalability you need to grow your email volume, improve your deliverability and by improve engagement with your subscribers.
- Thanks everyone for coming today and we are happy to take any additional questions you may have.