Email Marketing.
Unfortunately for growth hacking, there’s only really a couple channels that you can go through to engage a customer.
Email is well… Email. Every growth hacker needs to understand the dynamics of it, and you can’t really lie with the results. It’s usually a safe bet if you know how to source emails. You really have to flex your statistical hat here so you know how to properly A|B test and be confident with the numbers on scale.
If you get a complaint, bounce, or reject percentage over 1% of emails sent. Pack up your bags. While I only sent out a couple thousand (3.2k in total) the last couple of days, notice that I have 0 bounces, 0 rejects, and in total, 4 complaints — or people that clicked the spam button.
Not bad for a first try.
What does this translate into the funnel?
For this campaign a 3% reply rate, and a 0.6-0.7% close rate to a customer… Every business is wildly different (for Venio I had a 30% reply rate), but I do have some tips.
- Monitor the complaints number and edit your messaging. You can get access to people clicking the spam button through a little research on how email works. Even with 3 complaints, I’ve changed my messaging so it dropped down to 1 person on my next batch of 1k. I’ll like to bring this number to zero.
- If you start getting a lot of bounces, then do SMTP checks on your email addresses. Make sure the domains are live.
- If you’re getting rejected. Switch your mailing IP stat.
- Titles should be specific to who you’re emailing. Avoid names in them too. Don’t write titles that you’re not comfortable writing to your friends with.
- Content shouldn’t look like print mail. KISS is your friend. Personal touches are invaluable.
I like streak for managing email buckets – if you’re filtering manually. Maybe you can automate this with NLP magic, but I have some really smart people that are wizards with streak, so I try and not disrupt their flow.
I like really simple buckets – Yes, no, and maybe so. Don’t over do this part.
Fin.