www.getvero.comVero

Chris Hexton - Vero

HOW TO GROWTH

HACK THE INBOX

Forget everything you know about email marketing and learn how to send emails people actually want.

Vero

Chris Hexton

Meet the hosts

Vero co-founder and CEO

@chexton

Sean Ellis

Qualaroo founder and CEO

@SeanEllis

Vero

• In 2013, there were 182 billion emails sent every

day

• That average open rate in the US is just 18.9% -

that's just 1 in 5 people

• In other words, 81 out of 100 people are

completely ignoring you

The State of Promotional Email

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Stop sending emails to the average user

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A quote to live by

“Average. It was the worst, most disgusting

word in the English language. Nothing

meaningful or worthwhile ever came from

that word.”

– Portia de Rossi

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Instead of this sending the same email to everyone…

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Listen to the data, and send the right email.

LET’S LOOK AT SOME

EXAMPLES…

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Example #1: Airbnb

When a user views a listing but doesn’t book, they get an email like this…

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Example #1: Airbnb

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Why it rocks:

Example #1: Airbnb

• It’s the exact listing the user viewed (lots of context)

• It offers more information and has a strong call to action

• It offers other options in the same price range (external attributes)

• It address customer anxiety (“Do I really want to stay in someone

else’s house?”)

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Example #2: Amazon

When a customer makes a purchase, they are asked to leave feedback.

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Why it rocks:

Example #2: Amazon

• Positive feedback cycle … customers helping other customers

• Dead-simple to respond

• Sent a few days after delivery so customers will have had time to

test product

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Example #3: Uber

Uber is redefining the purpose of a receipt.

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Example #3: Uber

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Why it rocks:

Example #3: Uber

• So much context (maps, driver name, date, time, distance, etc.)

• Referral codes (Every 7 rides, a user refers a new customer)

• Built-in customer support

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Example #4: SumAll

Welcome emails are the original triggered email.

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Why it rocks:

Example #4: SumAll

• Simple, focused and clear call to action.

• Uses social proof (“…growing community of 90,000 companies…”)

• Transactional in nature but absolutely essential to onboarding.

Rather than sell, it offers value in exchange for action.

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Things you need to know about behavioral and triggered email

1. Segmentation is personalization. Anyone can make their emails more

personalized by segmenting lists. Dynamic segmentation is the gold

standard.

2. Start with the tools you have. You can get started with MailChimp and

AWeber and graduate to tools like Vero later.

3. The hacker mindset is key. Look for opportunities that can deliver

growth. For example, a great welcome email is much more powerful

than a promotional blast.

QUESTIONS?

Get tons of email ideas at blog.getvero.com