9. Quickwins
1. Personalize subject lines
2. Keep it simple - 1 banner, 1 image, a little text, CTA
3. Send T/W/Th between 8 & 9am
(but you should still test all this)
18. Example:
Data tells us (at Yammer) that mobile app downloads predicate continued engagement,
especially if the download occurs in the the first 30 days.
Based on this, we can start testing sending a reminder to download the mobile
app in that timeframe.
19. Tools
Big ESP - move the logic offsite
API-driven stack - the product drives the email
marketing
20. Let’ssayI’mthedirectorofemailforAirBnB
1. I have a massive deck of transactional emails as well as marketing emails
2. I have to deal with a large number of languages
3. All of my emails are (mostly) customized by user / market / language
21. What?
1. a structure to fill in,
2. a place to store the content
3. a way to identify which content which customer gets
22. InExactTarget/otherenterpriseMAS
1. Pass all of the user data over in bulk daily
2. Query data via automation action, build send list
3. Build email with content customized based on user profile
23. InKlaviyo+segment.io
1. Customer performs action / reaches threshold to receive an email
2. Segment.io picks up that signal + data and passed to Klaviyo
3. Within Klaviyo, assemble personalized email
24. WhatshouldIdo?
Your technology strategy should enable your
marketers to test and change content / timing /
triggers.
This should drive your platform / technology
decisions.