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A special live class presented by Colin Nederkoorn, CEO of email marketing platform Customer.io for readers of the Traction Book by Gabriel Weinberg and Justin Mares. View the full stream from the class: http://customer.io/classes/email-for-traction-archive.html Intro (5 mins) Building an audience (10 mins) Onboarding New People (15 mins) Red Flags and Retention (10 mins) Your Questions… CEO of Email marketing platform for startups 500+ customers, 2.5 years old, 8 people Fundstrapped to $1.1m in ARR Internet Startup? Great! Launching a new venture? Great! Working for a startup? Great Responsible for email? Even better Awesome book Great framework for thinking about growth Read it (if you haven’t) Relatively inexpensive Great return on investment Increase engagement, build relationships People prefer to receive email Email: 9.4% Facebook: 6.3% Twitter: 5.4% YouTube: 2.2% Hacker News: 1.2% Build an audience first Add a newsletter sign up form today Email your list at least 3 times a month Syndicate that content to your blog Talk to readers and prospective customers to understand their pains. Write about it. Onboarding new people Diagram your “success” path for a new customer (on paper) Write subject lines for the emails they get if they don’t complete Red flags & retention Remind your account manager to check in New signup / Upgrade / Downgrade Are you happy (after x months of paying)? Ask for a referral. Ecommerce: High spender? Offer a discount code for next purchase. Birthday discount / greeting Figure out your “Red Flag Metrics” Ask successful customers why they converted. Ask abandoners why they didn’t convert. Then automate it! Bonus: Billing Emails Your Questions? Customer.io is an email marketing platform to help you send triggered, lifecycle, transactional, drip, newsletter, automated, notifications and other types of emails.
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Get More Traction:Email Marketing
Colin Nederkoorn, CEO of Customer.io
• Intro (5 mins)
• Building an audience (10 mins)
• Onboarding New People (15 mins)
• Red Flags and Retention (10 mins)
• Your Questions…
What we’ll cover:
Who am I?
• CEO of
• Email marketing platform for startups
• 500+ customers, 2.5 years old, 8 people
• Fundstrapped to $1.1m in ARR
Who are you?• Internet Startup? Great!
• Launching a new venture? Great!
• Working for a startup? Great
• Responsible for email? Even better
What to know about “Traction”
• Awesome book
• Great framework for thinking
about growth
• Read it (if you haven’t)
• Relatively inexpensive
• Great return on investment
• Increase engagement,
build relationships
• People prefer to receive
…
Why email?
• Email: 9.4%
• Facebook: 6.3%
• Twitter: 5.4%
• YouTube: 2.2%
• Hacker News: 1.2%
Emails outperformConversion rates from audience in various channels
Build an audience first
Building an Audience
Most people aren’t ready to buy when you first
meet
Don't try to out-spend the competition, try to out-teach them
- Jason Fried
What you can do:
• Add a newsletter sign up form today
• Email your list at least 3 times a month
• Syndicate that content to your blog
• Talk to readers and prospective customers
to understand their pains. Write about it.
Onboarding new people
A REFINEDFUNNEL
Not blocking…
Ok… I guess I should click this now.
Started a listing
Browsed spaces
In-app experience can suck and that’s ok.
A typical funnel…
CONCIERGEONBOARDING
2 days after signing up
A/B test vs. No Email Sent
30% lift in conversion to paid
The important thing is we are learning a ton
of stuff about our customers early in the
funnel, spotting patterns and improving the
product/docs.
James Smith - Bugsnag
Customers have reported a 22% reply rate
What you can do:• Diagram your “success”
path for a new customer
(on paper)
• Write subject lines for the
emails they get if they
don’t complete
Red flags & retention
CARTABANDONMENT
Added item to cart Didn’t check out
SAASABANDONMENT
Created a store Didn’t add products
Hasn’t sent dataSigned up
FAILEDTRIALS
Sent data Free account
Hasn’t sent 3 newsletters
Hasn’t created a segment
70% of companies say it’s cheaper to retain a customer than acquire
one
Econsultancy/Responsys Cross-Channel Marketing Report 2013
INTERNALNOTIFICATIONS
Paid AccountHasn’t send email in 10
days
to: sales@yourcompany.com
It looks like {{ customer.email }} on the {{ customer.plan }} plan stopped sending email 10 days ago. Reach out to them and see if something went wrong.
Internal Notifications
• Remind your account manager to check in
• New signup / Upgrade / Downgrade
CUSTOMERAPPRECIATION
Stickers!
Sent a payment 6 times
Customer Appreciation
• Are you happy (after x months of paying)?
Ask for a referral.
• Ecommerce: High spender? Offer a discount
code for next purchase.
• Birthday discount / greeting
What you can do:
• Figure out your “Red Flag Metrics”
• Ask successful customers why they
converted.
• Ask abandoners why they didn’t convert.
• Then automate it!
Bonus: Billing Emails
YourQuestions?
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