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How uses
to create user targeted emails
Numbers
• Founded Late 2010
• 48k DAU / 190K MAU (~3k daily signups)
• $470k Monthly Revenue Run-Rate from ~33k customers
...
Sign-up/Onboarding lifecycle emails (2012-2015)
Welcome Install Extensions Buffer Tips
Why didn’t we iterate on
emails?
• Hard coded templates in our code base
• Required developer time to think and implement ...
Led to not-so-great
marketing habits
• Mass emailing our 2 million users
• Lower open and click rates
• Higher spam rates ...
October 2014
Dec 2014

Awesome! Moving fast with data
analysis… But iteration can’t keep
up.
Solution: Remove developers
out of the equation
• Empower any team member to create/style their own emails
• Give them the...
Example: New Targeted Welcome emails
Example: Welcome email to users who joined 3
hours ago and who have set up their schedule
Buffer’s Trigger Email CMS
How it works
• Simple cron job running every 10 minutes
• Runs Looker generated SQL queries in redshift to grab user ids
•...
How the team is using it
• Started with marketing and lifecycle emails
• Outbound support. Predicting areas for confusion ...
Where we want to go
• In app notifications (mobile and web)
• Dynamic data through templating (eg. %column2%)
• Request to...
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How Buffer uses Looker to create user targeted emails

A talk I gave at Looker Lobby describing how Buffer uses Looker in a unique way to empower our marketing folks to create user segmented emails.

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How Buffer uses Looker to create user targeted emails

  1. 1. How uses to create user targeted emails
  2. 2. Numbers • Founded Late 2010 • 48k DAU / 190K MAU (~3k daily signups) • $470k Monthly Revenue Run-Rate from ~33k customers • ~600k social media posts scheduled per day • 31 Team members • 9 Engineering, 3 Marketing, 7 Support, 2 data
  3. 3. Sign-up/Onboarding lifecycle emails (2012-2015) Welcome Install Extensions Buffer Tips
  4. 4. Why didn’t we iterate on emails? • Hard coded templates in our code base • Required developer time to think and implement email triggers • Small developer team, emails not a dev priority over product • Targeting users part of our larger data problem
  5. 5. Led to not-so-great marketing habits • Mass emailing our 2 million users • Lower open and click rates • Higher spam rates and bounces • Rough experience for users with irrelevant messages
  6. 6. October 2014
  7. 7. Dec 2014
 Awesome! Moving fast with data analysis… But iteration can’t keep up.
  8. 8. Solution: Remove developers out of the equation • Empower any team member to create/style their own emails • Give them the power to target individual users (without needing dev help) • ie. Build our own version of customer.io, leveraging Looker to target users
  9. 9. Example: New Targeted Welcome emails
  10. 10. Example: Welcome email to users who joined 3 hours ago and who have set up their schedule
  11. 11. Buffer’s Trigger Email CMS
  12. 12. How it works • Simple cron job running every 10 minutes • Runs Looker generated SQL queries in redshift to grab user ids • Sends users notifications/emails • Some regex magic to look up currently used PDT
  13. 13. How the team is using it • Started with marketing and lifecycle emails • Outbound support. Predicting areas for confusion and errors • Customer Development, targeted surveys
  14. 14. Where we want to go • In app notifications (mobile and web) • Dynamic data through templating (eg. %column2%) • Request to Looker (adjusting column order reflected in SQL statement)

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