1. E-mail & Lifecycle
Marketing
Natala Menezes | May 18, 2012

2. rain snow, get my hustle on
Countin cash every morning before I leave home
family I love, don’t wanna leave this World alone
and before I leave home, leave home
birdman
Lil wayne
I pray to God I won’t, loyalty is all I know

3. About @natala
• Product + Marketing + Talking
obsessed with making awesome products by listening to customers and capturing insight.
• Sent MILLIONS of emails.
A few folks unsubscribed.
• Philosophy major. Silicon Valley native.
• Good at breaking HTML
Abbey
Road, the
morkie
REFER.LY

4. Why care about lifecycle
marketing?
 User Adoption
 Loyalty
 Growth
Meaningful engagement converts customers into fans.

5. When = MOMENTUM
• Touch the user when they can build their
momentum and WIN.

6. When?
 Milestone user events
 Registration / Onboarding
 Purchases / Referrals
 User does a behavior that drives adoption
 Takes a specific action (adds friends, visits a specific page, etc.).
 This is the hard part – you will need to dig into data and understand your
customer conversion funnel.
 Key Events
 Holidays, sales / discounts, new features (maybe)

7. Testing
• A/B testing is good. But you need volume.
10,000
emails sent
30% open =
3,000
10% CTR = • 1% = 30
300 clicks • 5% = 150

8. Key Metrics
• # of E-mails Sent
• Open Rate
– %-age of people who “opened” your e-mail
– Actually “saw your tracking pixel” – lots of room
for error
– Industry averages vary, 20-30% is good.
• Click Thru Rate
– %-age of people who click a link.
– Links higher up, or buttons should get highest
CTR
– 2 – 15% is good for “VIP link”

9. Example Emails
• Trigger: I’ve got
money to
“reinvest”
• Image = who I’m
impacting
• Content shows
my impact (so I
feel awesome)
• I don’t have to
read to know
what to do

10. Have you met Liezel?
• Triggered by inactivity, combined with Women’s History so
I’m part of something “bigger than me” (more momentum)

11. Twitter Follower
What happened?
Checkmark is trusty
Who?
Why I might care
Call to Action

12. Check the preview
• It seems like it might be a tragic end…

13. End of the journey.
• Actually the
note was about
something
awesome.
• But who reads
e-mails?

14. Example Template
What to do why to care
Link to other interesting content
that helps achieve your CTA
- Video on how to use product
- How to get help
- User story of someone doing
something awesome

15. Best Practices
• Photos!!
– Bigger is better, avoid stock images that look stock, but higher quality images are key
– Test your image size in multiple e-mail formats and mobile
– Always label images
• Have the e-mail come from someone specific
– Respond to emails! Just like support
– Community manager / marketing manager for basic e-mails, CEO for important or welcome emails
• Copy is KING.
– Think about the preview line
– Engaging, witty. Brief.
• HTML vs Plain Text?
– Worry more about mobile.
• Frequency
– Vary by industry. Daily for ecommerce, bi-weekly. Determine how much effort you can do.

16. Don’t code 1st.
• Tranche your users for getting started
waves
• Create Cohorts by user attributes / activity
• Tag them in your e-mail platform
• Send manually in waves. Rinse. Repeat.
– Test copy
– Test email style
– Test frequency
• Then code.

17. CAN-SPAM Act
• What to know:
– Don’t lie.
Your product did not make someone sprout wings.
– Have an opt-out.
When people opt-out, remove them from your list.
They might shut you down.
– Display your address & contact info.
– Differentiate between promotional and transactional
content.
• Promos: Buy this! Do this! We love you!
– Newsletters, lifecycle e-mails, welcome notes.
• Transactions: You just bought a baby unicorn.
– Receipts, notifications / alerts

18. Loyalty Email Marketing
• Drives user engagement
you want them to do something
• Drives brand awareness
understand your product benefits