Earlier this year we began hosting a recurring event at our San Francisco HQ – Email Power Hour. We invite local email aficionados and geeks alike (no dementors permitted) to come hang out with us and enjoy snacks, drinks and email nerdery. This past Monday marked the third such occurrence and this time we focused on the topic of A/B testing.
What if I told you you could see a 70% boost in open rate while increasing the frequency with which you contact your users? This is a story of someone doing exactly that.
Most newsletters seem to exist simply for lack of a better idea. Someone said “we need to use email… more” and someone else said “mk I’ll start a newsletter.” No-sletter is a series of real life ideas and inspiration to help you imagine those better ways and the stories of how they came to be. That’s not to say a newsletter is never the answer, but it should at least be multiple choice.
Today we’re going to go on a journey into the magical world of modular design. For our starting point, I’ve dug up an old copy of this newsletter from our good friends at 8tracks. Back in the days of yore, they had a newsletter much like any other; it had a standard, web-like template, nice looking images, and clever copy. But it had some problems. Continue…
When I talk to people about the emails they’re sending, I like to ask about what they consider to be their most important or valuable email. When I posed this question to Anthony, the CEO over at Sticker Mule, his response was really telling: he talked a bit about proof and shipping notifications, but then said “You know, a year ago, I wouldn’t have been able to answer that question.”
The following is a guest post by our friend Alison Groves, from Zapier. Our integration with them went live a few months ago and we’re always looking at how our users are taking advantage. If you want to share your use case or have suggestions, let us know at email@example.com.
Email is one of the most important marketing channels out there, if not the most important. Communicating in emails with your users and customers—in newsletters, on-boarding campaigns, or even password resets—gives you the best way to start a direct conversation. However, doing that in any organized manner, and consistently delivering emails that are on message and effective can quickly become complicated.
Sendwithus boils down that process to be as easy and seamless as possible. Create and update email templates for anything you need to do, and you’re good to go. Then, you can make your life even easier by adding a few automations to your workflow. By connecting Sendwithus to Google Sheets, your landing pages and forms, and even e-commerce platforms, you can bring customers and users right into your email flow without any extra manual work or having to worry about people slipping through the cracks.
That’s where Zapier comes in, by giving you the ability to connect the other apps you rely on to Sendwithus and keep data flowing between them. We asked a few users to share how they were using Zapier to automate their workflows and keep the email train rolling. Continue…
“Sendwithus really improves collaboration between our design and editorial teams. Setting up and editing templates is simple and intuitive – even for non-technical users – and snippets are perfect for creating reusable bits of code. Sendwithus has been a great tool for our team and we look forward to using it more as we scale out our email marketing strategy.” – Madhavi Jagdish, Product Designer, Wanelo
The Setup: Wanelo is a digital mall bringing together 350K stores and 12M products into one social platform. With a small team and massive growth, they needed a way to assure that email campaigns didn’t slip through the cracks nor devour brain-hours across multiple teams. Since 90% of Wanelo’s usage occurs on mobile, timing and responsiveness are both really important factors in creating a successful campaign. By using sendwithus, their current team was able to manage that process effectively. Continue…
Despite our frequent disapproval of newsletters, we understand that there is a certain need to maintain regular contact with users, even if they’re not constantly engaging. We know how hard it is to give up cold turkey, though, so one of the main goals of assembling the Pirate’s Guide has always been to highlight and elaborate on great alternatives to the newsletter. So as we were putting together our most recent chapter on the best emails for user retention, we met with our friend Andrea over at 8tracks, to talk about what they did when they got rid of their monthly newsletter.
One really important thing that Andrea mentioned at the outset was that the newsletter was already being outperformed by almost every other type of email they were sending. This is not uncommon and totally in line with our own findings but, crucially, when they asked themselves “How do we get people to read the newsletter?” one of the proposed answers was “Make it… not a newsletter.”
Patience and persistence are the most powerful forces available to people who want to make change. That’s why, for marketers, drip campaigns are such an effective tool for persuasion. Not only do they allow you to do more with less, but also, they nurture your leads, inching them closer and closer to conversion.
Earlier this year, we work closely with Speek to make their drip campaigns even more powerful – driving their user activation rate up to 20% higher than other methods.
“Drip campaigns, in particular, really drive our activation rate in a meaningful way.”
– Matt Turner, CTO at Speek
What determines a good email? Let’s face it, we decide whether or not to open an email the same way we decide whether or not to open a book, by the cover. And that’s why the key to great email starts with the subject line. After the sender name, subject lines are your first point of contact with a customer. It’s where your company can offer value, pique interest, and invite engagement. So, what makes a good subject line? That’s the question our friends at 8tracks.com tackled earlier this year.
sendwithus unlocks potential for testing that is largely ignored by the marketing industry.
– Christian Croft, co-founder of uSell
Online marketplace uSell achieves 24.5% increase in open rate and 8.6% increase in revenue-generating offline conversions through sendwithus transactional email A/B testing. Continue…