Sendwithus + Kickbox Webinar: Segmentation

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 templatemanagement ● 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 Kickboxteam 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 ● YCombinator backed ● Control + Optimize Email ● Top 300 Email sender Worldwide2013 Founded San Francisco, CA Victoria, BC Headquarters
• 7.
  Talking Points
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  Segmentation: What is it? Practiceof 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 itimportant? 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 Ibegin? 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 waysto Segment: #1 Location, Location, Location
• 12.
  Top 3 waysto Segment: #2 Demographics ● Age ● Gender ● Occupation/Industry
• 13.
  Top 3 waysto 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 QualityScores ● 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 IncreaseRelevance ● Tailor messaging to your segments ● First names, signup or customer appreciation can do a long way ● Onboarding sequence
• 16.
  How to avoidstale email data
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  2 Ways toEnsure 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 consolidatedfrom 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 worstthat can happen? Timing is Everything
• 20.
  Wrong Data, WrongMessage
• 21.
  No Free Classfor 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 ● EmailSegmentation = ● 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]?
• 25.
  Questions? kelly@sendwithus.com matt@kickbox.io