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Email: The Best Growth
Hacking Weapon for Startups
Shubham SHARMA - Developer Evangelist
@mailjet
@shub_s
Email service provider
Web app and RESTful APIs
for Marketers and Developers
30.000 customers in 150+ countries
1 billion emails per month
About
This Workshop
Email Basics

Useful tips to growth hack with emails
TIMELINE

what we do today, and what you could expect
Examples
Try this
51
Introduction
Why Emails
Clarify Emails
Types, Deliverability
2
Contacts
Build the relation
3
Best practices
What to avoid
4
End
Questions
6
4
Which
communication channels should I invest in?
How do I start developing customer loyalty
from Day 1?
Email
Everyone Uses Email
0.9
billion
1.3
billion
3.3
billion
Sources: http://www.businessinsider.com/number-of-users-who-abandon-twitter-2014-2?IR=T

http://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/
http://www.radicati.com/wp/wp-content/uploads/2012/04/Email-Statistics-Report-2012-2016-Executive-Summary.pdf
# Email acct > # (FB + Twitter) acct
Email is Cost efficient
Email CPC x 1000 = Social Media CPC
0.00025€ / email
0.26€ / click 0.29€ / click
Sources: http://www.adweek.com/socialtimes/twitter-promoted-tweet-study/500774
http://e27.co/what-is-the-average-ctr-cpc-cpm-of-facebook-ads-20150121/


Email = Highest ROI
Email = best digital channel for ROI
1200%
2000%
3400%
Source: http://printinthemix.com/Fastfacts/Show/414
Email = weapon for
mass personalization
Personalized communication wins customer loyalty
One-to-one communication
channel with customers
Use data to create a personal
experience
Best tool to control customer
journey from beginning to end
Transactional
Marketing
…
Different types of email
Transactional
Newsletter
3rd type? 

Automated Notifications
So 3 types of email in fact
What is “deliverability?”
Defining the term...
It’s not a
- Rate
- Magical word
It’s an objective
= emails reach the inbox
Instead of lost, spam, bounce...
It can be monitored
- Opens & Clicks
- Inbox Placement Rate (IPR) $$$
Big evolutions for email sending
90’s => Now
Headline should look like this
Spam surged
1995: 95% of email = legitimate
2015: 70% of email = spam
Source : Return path
Headline should look like thisNew issues for senders
ISPs & Anti-spam = stricter rules
17% of legitimate email get lost
Source : Return path
Consolidate the
Relation
with your contacts
Build your contact list
What is spam ?
Spam
Unsolicited email
Purchased/rented lists contain spam traps and
hurt your deliverability!
Forever !
Building contact list =
farming
Find the right seeds
(contacts)
Ask new customers to opt-in for your mailing list
Ask user to Opt-In during
service / product registration
Clearly identifying what the user
is signing up for!
Capture leads from EVERYWHERE
Asking user to
Opt-In to mailing
list
Communicate regularly with your customers via newsletter
Description on
what user is
signing up for
Alternate call-to-
actions to help
segment data
1. Build your contact list
Get rid of weeds
(inactive contacts)
Re-engagement campaigns
Respect subscription preference
Offer to adjust
email frequency
upon
unsubscription
request
Provide quality fertilizer
(content)
Content marketing is a
LONG TERM
RELATIONSHIP.
Not a
ONE NIGHT STAND.
Collect the right
information about your
customers:
" name
" location
" gender
" ...
Respond to the
behavior and usage of
your customers:
" open/click rate
" open/click time
" ...
The data is the key
Deliverability
Optimize
1- SPF / DKIM personalization
Delivery issues with ISPs
Looks bad for recipient
DKIM by default
Personalized DKIM
Anti-phishing system
DNS modifications
Beware of certain hosters
2- Avoid Private WHOIS
Deliverability issues
ISPs find it suspect
Risk of blacklisting
3- Clean HTML
Try to avoid common mistakes
Headline should look like this
Common HTML mistakes
Headline should look like this
4- Careful with the Content
Many things to think about...
Avoid ALL CAPS in subjects
Avoid ALL CAPS everywhere in fact
Avoid aggressive CTA “click now” etc.
Avoid heavy font with flashy color
Watch your image/text ratio
Put the name of your brand in the subject
Put a sender name
Always, always, always: TEST
A/B testing -> A/X Testing
Words That Will Trip The Spam Alarm
Some good examples and tips
Welcome email - Dropbox
Branded
design
Help to get
started
Incentive to
share
Getting started email - Twitter
Next steps to
take
Call to
action
Localized content - Vamos
Localized
segment
Personalized
greeting
Localized
recommendations
"Email: The Best Growth Hacking Weapon for Startups" par Shubham Sharma
"Email: The Best Growth Hacking Weapon for Startups" par Shubham Sharma
Use Gifs on emails
Subject Line
personalization
Content
personalization
Content based
on previous
engagement
with service
Status email - Netflix
Call to
action
Re-engagement email - Fitbay
Call to
action
Highlight
activity
Capture leads from EVERYWHERE
Everywhere
Win-back email - Eventbrite
We miss
you
Why you
should
come back
Clear call
to action
Win-back email - amazon.com
Clean your lists
Make the html work
Try the mailjet API
Q&A
Send in the subject line
***** :D
**** :)
*** :|
** :(
* :'(
To mailjet@sharma.fr
And Receive a Mailjet 3 month free promo code !
Members of TheFamily get 12 months !
Take-off with Mailjet
@mailjet
More email tips and guides at
www.mailjet.com/blog

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