How Buffer uses Looker to create user targeted emails

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A talk I gave at Looker Lobby describing how Buffer uses Looker in a unique way to empower our marketing folks to create user segmented emails.

Datos y análisis

Numbers
• Founded Late 2010
• 48k DAU / 190K MAU (~3k daily signups)
• $470k Monthly Revenue Run-Rate from ~33k customers
• ~600k social media posts scheduled per day
• 31 Team members
• 9 Engineering, 3 Marketing, 7 Support, 2 data

Sign-up/Onboarding lifecycle emails (2012-2015)
Welcome Install Extensions Buffer Tips

Why didn’t we iterate on
emails?
• Hard coded templates in our code base
• Required developer time to think and implement email
triggers
• Small developer team, emails not a dev priority over product
• Targeting users part of our larger data problem

Led to not-so-great
marketing habits
• Mass emailing our 2 million users
• Lower open and click rates
• Higher spam rates and bounces
• Rough experience for users with irrelevant messages

Dec 2014 
Awesome! Moving fast with data
analysis… But iteration can’t keep
up.

Solution: Remove developers
out of the equation
• Empower any team member to create/style their own emails
• Give them the power to target individual users (without
needing dev help)
• ie. Build our own version of customer.io, leveraging Looker to
target users

Example: Welcome email to users who joined 3
hours ago and who have set up their schedule

How it works
• Simple cron job running every 10 minutes
• Runs Looker generated SQL queries in redshift to grab user ids
• Sends users notiﬁcations/emails
• Some regex magic to look up currently used PDT

How the team is using it
• Started with marketing and lifecycle emails
• Outbound support. Predicting areas for confusion and errors
• Customer Development, targeted surveys

Where we want to go
• In app notifications (mobile and web)
• Dynamic data through templating (eg. %column2%)
• Request to Looker (adjusting column order reflected in SQL
statement)

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How Buffer uses Looker to create user targeted emails

1. How uses to create user targeted emails

2. Numbers • Founded Late 2010 • 48k DAU / 190K MAU (~3k daily signups) • $470k Monthly Revenue Run-Rate from ~33k customers • ~600k social media posts scheduled per day • 31 Team members • 9 Engineering, 3 Marketing, 7 Support, 2 data

3. Sign-up/Onboarding lifecycle emails (2012-2015) Welcome Install Extensions Buffer Tips

4. Why didn’t we iterate on emails? • Hard coded templates in our code base • Required developer time to think and implement email triggers • Small developer team, emails not a dev priority over product • Targeting users part of our larger data problem

5. Led to not-so-great marketing habits • Mass emailing our 2 million users • Lower open and click rates • Higher spam rates and bounces • Rough experience for users with irrelevant messages

6. October 2014

7. Dec 2014  Awesome! Moving fast with data analysis… But iteration can’t keep up.

8. Solution: Remove developers out of the equation • Empower any team member to create/style their own emails • Give them the power to target individual users (without needing dev help) • ie. Build our own version of customer.io, leveraging Looker to target users

9. Example: New Targeted Welcome emails

10. Example: Welcome email to users who joined 3 hours ago and who have set up their schedule

11. Buffer’s Trigger Email CMS

12. How it works • Simple cron job running every 10 minutes • Runs Looker generated SQL queries in redshift to grab user ids • Sends users notiﬁcations/emails • Some regex magic to look up currently used PDT

13. How the team is using it • Started with marketing and lifecycle emails • Outbound support. Predicting areas for confusion and errors • Customer Development, targeted surveys

14. Where we want to go • In app notifications (mobile and web) • Dynamic data through templating (eg. %column2%) • Request to Looker (adjusting column order reflected in SQL statement)

How Buffer uses Looker to create user targeted emails

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