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Power up: Mailgun + SendwithusMake Mailgun a full-featured growth marketing platform
With Kelly Kenney (Sendwithus) & Angela Bartels (Mailgun)
Hi, I’m Angela
● Marketing @ Mailgun
● 2 years @ Mailgun, 7 years @ Rackspace, 13
years in tech
● Fun fact: I have the most Rackspace blog
bylines (like more than 300!)
Hi, I’m Kelly
● Marketing @ Sendwithus
● Over 9 years in the Tech marketing field
● Email nerd, animal lover and cheese enthusiast
Tech Heros
Dylan MooreTech expert @ SendwithusSWU hero by day, Pokemon hunter by night
Nolan Iriarte Tech expert @ Mailgun
Housekeeping
● Mailgun / Sendwithus Questions
● Follow-up Recording
● Swag Giveaway
● Email template management
● Iterate / Optimize without deploying code
● Set up A/B tests, drip campaigns
● Simplify workflow with Litmus & Smartling integration
Mailgun & Sendwithus
● The Email service for developers
● Powerful API that allows you to send, receive, and track emails
● In-house email deliverability experts
Sendwithus Overview
● Y Combinator company (founded Jan. 2013)
● Based in Victoria, BC and San Francisco, CA
● Control + Optimize Email
● Top 300 Email sender Worldwide
Today’s Objectives
● Demo Mailgun + Sendwithus integration
● Importance of App/Site Email customer experience continuity
● Learn from awesome examples of transactional email & email fails
● Dead-end Emails
● Questions? We got answers
Demo time!
App to Email: Consistent Experience
Transactional emails should look like the site they came from.
Brand consistency across all media builds a strong impression of your company in the user’s mind.
website
Transactional Email
● Sent automatically in response to a user’s action on your app
● Welcome email - 4x more opens and 5x more clicks vs marketing email
● Notification email - second highest engagement rate
● Receipt email - 64% of consumers consider these the most valuable messages
● People expect them and read them - take advantage!
Examples
● Clear, concise message
● Clear CTA
● Consistent branding
Examples
● Entire message is included
● Clear CTA
● Helpful links in footer
Great Example!
Uber
● Subject line: Your Friday afternoon trip with Uber
● Includes all ride info (fare, map, route, pick up time)
● Look / Feel an extension of the app
● CTA - “Rate your Driver”
● Help & share link easily accessible
Not-so-Great Example!
Uber Eats
● Subject line: Your Friday evening trip with Uber
● Confusing! Did I just take a ride?
● No order details
Great Example!
Gusto
● Gusto Notification email
● Upbeat, clear message
● Includes all pertinent information (amount, taxes, etc)
● Provides CTA for engagement (tweet)
Not-so-Great Example!
BC Ferries
● BC Ferries confirmation email
● Text-only
● Address section error, hard-coded with punctuation
● Difficult to read / parse
Could be Better
Soylent
● Subject line: “Your Soylent order is confirmed”
● Branding is great. Awesome receipt.
● No links to social media / community
● No other stories
Dead-end Emails
Definition:
“An email that does not contain a clear call to action to next step for your user”
Why do they matter:
● Part of your user's website workflow
● Discontinuous experience
● Results in poor Customer experience
How does this Happen?
● Owned by Marketer● Optimized for engagement● Customer-centric
Transactional EmailLanding Page
● Owned by Developer● Focus is information● Information-centric
How to Identify a Dead-end Email
● Is it clear: “Who is this email from?
● Is it clear: “What is my next step?”
● Is there an opportunity to engage me further?
Examples
Frank and Oak Linkedin
● No clear CTA - 3
options!
After a Dead-End
● Don't assume! - A/B Test!
● Treat email like a landing page
● Email is complicated. You can test:
○ SUBJECT LINES
○ INTRO TEXT
○ BODY STYLE
○ HEADINGS
○ CTAs and MORE!
Wrapping Up
● Mailgun + SWU =
● Email is an extension of your product
● Email experience has to match product
● Dead-end email = missed opportunities
● Transactional email has endless potential
● A/B test to rectify missed opportunities
● Learn more at: http:/www.sendwithus.com/mailgun
Questions?