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Sendwithus + Kickbox Webinar: Segmentation
- 1. With Kelly Kenney (Sendwithus) & Matt Gonzales (Kickbox)
- 2. Hi, I’m Matt ● Partner Relations @ Kickbox ● 4 years in IT/IT Compliance; 4 years in the startup lifestyle ● Dad joke extraordinaire, gamer, educator
- 3. Hi, I’m Kelly ● Marketing @ Sendwithus ● Over 9 years in the Tech marketing field ● Email nerd, animal lover and cheese enthusiast
- 4. ● Email template management ● Iterate / Optimize without deploying code ● Set up A/B tests, drip campaigns ● Simplify workflow with Litmus & Smartling integration Kickbox & Sendwithus ● Email Address Verification ○ Bulk, Email list verification ○ Real-time verification API ● Recipient Authentication
- 5. About Kickbox The Kickbox team has been in the email privacy and security industry for over 10 years. Our background in anti-spam, anti- virus and email privacy comprises the foundation on which Kickbox was built. 2014 Founded Dallas, TX London, UK Headquarters
- 6. About Sendwithus ● Y Combinator backed ● Control + Optimize Email ● Top 300 Email sender Worldwide2013 Founded San Francisco, CA Victoria, BC Headquarters
- 8. Segmentation: What is it? Practice of creating smaller lists, or segments, from a larger email list based upon commonalities. 58% of all revenue is generated by segmented or targeted emails, according to Direct Marketing Association (DMA) study.
- 9. Segmentation: Why is it important? Your customers aren’t one-dimensional, so your data shouldn’t be either. ● No two customers are the same ● Segment to reach the customers that matter most to your business
- 10. Where do I begin? The foundation of any successful email segmentation strategy is a clean, active, engaged foundation. Kickbox identifies the good, the bad & the ugly email addresses in your data. ● Clean email lists prior to holidays ● Verify B2B lists every 3 months ● Verify B2C lists every 6 months
- 11. Top 3 ways to Segment: #1 Location, Location, Location
- 12. Top 3 ways to Segment: #2 Demographics ● Age ● Gender ● Occupation/Industry
- 13. Top 3 ways to Segment: #3 Customer Journey ● Prompt users to perform an action ● A/B test messaging and offers ● Retail brand examples: ○ Added something to cart ○ Completed purchase ○ Review product ○ Repeat purchase
- 14. Segment by Quality Scores ● User state + previous engagement in a tool like Salesforce ● Segment by most engaged and ask for feedback ● Segment by least engaged, auto-sunset + win- back
- 15. Personalize to Increase Relevance ● Tailor messaging to your segments ● First names, signup or customer appreciation can do a long way ● Onboarding sequence
- 16. How to avoid stale email data
- 17. 2 Ways to Ensure Fresh Data ● As soon as your pull the data it is aging ● Query as close to send ● Update data as frequently as possible Integrate with DatabaseFrequency of data pull ● Best case scenario: holistic complete view of your customers ● Minimal involvement from data team ● Segment on whole picture
- 18. ● Data consolidated from different sources ● Complete view of your customer, calculate Lifetime Value (LTV), etc. ● Queries at time of send - always fresh data! Data Warehouses: What to Know
- 19. What’s the worst that can happen? Timing is Everything
- 20. Wrong Data, Wrong Message
- 21. No Free Class for You ● Segment to the right audience ● Marketing best practice: Include promotion legalese
- 22. Perfect Segmentation Messaging ● Don't assume! - A/B Test! ● Treat email like a landing page ● Email is complicated. You can test: ○ SUBJECT LINES ○ INTRO TEXT ○ BODY STYLE
- 23. Wrapping Up ● Email Segmentation = ● List hygiene is essential ● Segment, Segment, Segment ● Fresh data + Updated content = Happy Customers
- 24. Housekeeping ● Kickbox / Sendwithus Questions ● Follow-up Recording ● Swag Giveaway How you doin’ [remembering all this information]?
Notas del editor
- -Segmentation -Importance of a quality email list -Segmentation types -Data sync + Data warehouses -What can happen when segmentation / data goes wrong -Questions? We got answers
- Better email engagement! Make sure your messages really resonate.
- Hyperlocal to cities - mention festivals, etc. Country level - national holidays Regional
- Younger vs. Older generations Men vs. Women Job function/seniority Tailor your messaging to mimc how they speak, keying in on subject matter they care about. Men and women may respond differently to messaging or imagery, create tests and see what has the best conversion results.
- Look at onboarding funnel and email the specific people you want to do something E.g. verify address, add a credit card, etc. If people who do those actions are more likely to be loyal customers, make your product stickier. A/B/C test different offers to find a sweet spot and preserve margin. E.g. no need to give away $15 in credit if the conversion rate is the same as $5.
- Best Practice - Marketo content emails automatically unsubscribe you after you haven’t opened/clicked on their content in a while, segment by behavior and automatically sunset your subscription. Then they reach out when it’s been a year with a low key, “do you miss me?” Message - and asked me to confirm my subscription or click no to unsubscribe.
- Think of your recipients list as living, breathing, ever-changing thing.
- Data scientists - in high demand, resource time often scarce Segment on whole picture - not half of your data.
- Rather than going to different sources, data available in one place rather than pulling from different locations. Site data: page views, clicks, signups, sales data App data: installs, daily opens, activity. Marketing data: email opens and clicks, social media metrics like impressions and display campaign clicks.
- Stale lists and stale data can lead to bad CE and sending the wrong information to the wrong people. Email sent on Friday Data out of date after Wednesday rides Need to reduce time between sync + send.
- I actually really love Uber’s emails - the design is amazing. They are absolutely best practice for transactional emails for rides - they have a map, driver, clear CTA. -saw this email and got excited for $20 off -went to apply promo code and the app said I had already redeemed it -then, I noticed the *Valid for new customers only -they should have shown me different content based on my data or not have sent me this stupid email in the first place Location update - I updated in February, cannot seem to get off of this Uber Seattle newsletter.
- -This is sent from a yoga studio, the second one recieved -It’s only valid if you’re not already a Zenrex user - which this recipient is -Should be only sending this to people who can benefit of the promotion or dynamically change the message to be about “reserve on Zenrez to take cheap classes at studios you love”
- Compare the email open and click-thru rates of segments vs. entire list. If segments aren’t performing better, reconsider the segment, offer or content.
- We can give away Kickbox T-shirts on our end.