LAUREN KASHUK: Therefore welcomed the Google Small Business Community. I’m Lauren Kashuk and today we have Sendgrid’s Regan Peschel, the heads of state of strategic marketings and small business for Sendgrid. Welcome, Regan. REGAN PESCHEL: Thank you. Thanks for having me. LAUREN KASHUK: Today we’re going to be discussing the basics do’s and don’ts of email marketing. But before we do that, Regan, why don’t you tell us a little bit about Sendgrid and what you do at Sendgrid. REGAN PESCHEL: So Sendgrid is a cloud-based email bringing scaffold. So we work with everyone from developers who want to jump in and create a developer account for their in-app notifications, the whole way to those persons who are marketing professionals, and even people who are just getting started in marketing.
They can jump into our marketing scaffold and start transporting emails today. LAUREN KASHUK: Our community is really excited to hear helpful gratuities that you have about what the hell is do and what not to do when it comes to email marketing. Before we get into the specifics of that though, we have an initiation doubt that we expect every single person that’s in the community. So, doubt is if you could Hangout with anyone living or dead who would it be and why? REGAN PESCHEL: That’s a great question. I consider I would pick Jim Gaffigan simply because he’s so funny. LAUREN KASHUK: And if you were having that Hangout with Jim Gaffigan, what’s the most embarrassing happening that you’d ask him? REGAN PESCHEL: I’m not sure I’d ask him an embarrassing doubt, because I do you really like him and I think he’s hilarious.
But I think it would simply be fun to perhaps have a liquor and sit there and converse with him for a while and laugh really hard. LAUREN KASHUK: Jim Gaffigan would be good to get a laugh from 101 in a Hangout. REGAN PESCHEL: For sure. LAUREN KASHUK: So shifting gears back to email marketing– why we’re here– a lot of businesses face a lot of defies when it comes to simply understanding the basics of successful email marketing. Can you speak a little bit about what those defies are that you have come across? REGAN PESCHEL: Yeah, utterly. So I ever answer small business owners know their business the best. Like they understand the passion behind it. They better understand their produce. They’ve built, maybe in the last how many ever times they’ve been working on it, their entire foot for their business. So as they set foot into the marketing attempt, you want to make sure that you’re understanding what is your message that you’re going to be sending to those end users? What is your message that you’re going to be sending to the customers? What you want to do is have a clear strategy going to get that so that you can most impactfully outcome that relationship that you’re building.
So the first thing that I ever tell people is understand how you’re, A, getting your mailing address from people. So some of the common residences that small business owneds might obtain mailing address would be, perhaps trade pictures, or perhaps they organically had a discussion, or they had a services and they’ve exchanged email report. Another common region would be through your website. So an internet site is a very well prepared region to start collecting and encouraging relationships with people who want your services. So on your website, if you already have one, you want to make sure that you’ve got a region where people can easily go in there and sign up with their email address. And you want to take the chance to set what we call apprehensions around what they’re going to receive from you. So that’s a great time to say, OK, hey, here’s what you’re signing up for. You’re signing up for a newsletter. You’re going to be getting it once a few weeks, or perhaps you’re going to be sending it once a month. And I likewise want to collect maybe their first name and/ or their last name.
Now, the reason you do the hell is, again, simply to have clear strategy going into your email endeavours. So once I’ve accumulated that email address, ideally the best next happening to do is make sure that you’re doing what’s called an opt-in in or a double opt-in. A confirmed opt-in means they’ve given you their email address. And then you’re going to send them a secondary email.
And then they actually have to open that email and confirm that it was them. So that is actually eradicates a lot of spammy demeanor in terms of people putting in imitation mailing address, perhaps they fatten fingered it, and you’ve got a true-blue one-to-one relationship organically started from day one. So once you have that email directory, now you’re starting to obtain those folks, and then you can start putting that strategy into action. LAUREN KASHUK: And the strategy that you speak about, are you able talk a little bit about what makes a really great email marketing strategy? REGAN PESCHEL: Yeah.
So a great email marketing strategy is going to have a lot of different components to it. The first one is what I call everything pre-send. So that would be empathize, again, what is the content that you want to put inside of your marketing emails? What is the message you’re trying to deliver to the end users? What is the brand that you’ve got are integrated into that? So do you have a logo that you want to incorporate into that content? Do you have certain portraits that you want to incorporate into that content? Do you have a specific subject position that you think might be pressuring to your end users? You have an idea around how frequently you’d like to send that message to those end users? Are you going to be baking in, let’s answer, vouchers or happens that could be pressuring to them? Are you aware of when I get people who click and open, what I’m going to do next with that? So again, strategy is a pile of different things.
But the clearer that you define your strategy and you understand what each of those happens do, then you can start plucking some bars and establishing some trained decisions. The second half of strategy is all that happens when you are push send. So when you smack send and you’ve sent out– let’s say you have an email directory of 400 people and you’ve hit send and it’s gone off to the what we call the ISPs, which is, again, Gmail, Yahoo, MSN, all the major ISP providers– you want to know that once you’ve sent it, it’s actually travelling to get to the inbox.
So there’s a whole other world lives behind that that you were supposed to understand the ins and outs. And it doesn’t need to be complicated. You don’t have to be super technical to understand it. There’s some actually basic patterns we can provide you, and guidance, to actually understand, OK, if I’ve hit send to those 400 people, what am I going to do to make sure that it’s getting through not merely to the ISPs and they like it, but they want to deliver it to the inbox? LAUREN KASHUK: Expressing about break-dance through the clutter and getting to the inbox, I’m sure that a lot of businesses have problems with their emails travelling directly to spam. REGAN PESCHEL: Wholly. LAUREN KASHUK: Can you speak about how to avoid that obstruction? REGAN PESCHEL: Yeah. So there’s definitely certain things people do that cause them to get to spam, and there is a requirement to getting to spam, right? So if you’re putting in spammy content, or you’re sending email that has nothing to do with your business, or if you’re putting in subject paths that are very spammy, or perhaps you’ve bought a list.
So perhaps you bought a directory that has like 2,000 people on it but has nothing to do with your business, a lot of things, bad happens, can happen from doing something like that. And so to avoid that, again, you want to ripen your directory organically and merely acquire mailing address from people that you’ve had personal relationships with. Meaning, you’ve either matched them or they moved directly to your website and supposed explicitly, I’d like to sign up for this. So if you’re looking through all of that and you’ve said, OK , now I’ve created a compelling message, I’ve got clear content, I’ve have a great subject position, I have my brand baked in here, I’ve got everything that I need to have, and I’ve also acquired my email addresses appropriately, and I’m starting to send and I’m still getting some issues? Some of those issues generally are around throttling or blacklisting.
Throttling is when you send out the email and for whatever ground, the ISP articulates, I’m not going to placed your whole email through. I’m going to hold onto it until I choose what it is that you’re sending and if I like it or not. So that’s where having a relied spouse in this is extremely important. Because you’re going to be able to see am I being throttled, am I territory on a blacklist, and what’s causing that. Is it the content of my email? Is it the frequency that I’m sending? Is it something, is there a association in my email? Some people don’t realize, unwittingly, they might have a collaborations with someone and their partnership link sits inside their email and they think in good faith, I’m sending out something that my end users maybe want.
But at the end of the working day that association may lead to something to a website that isn’t so red-hot and the ISPs might actually support your email. So get really clear about– specially if you’re just starting out– establishing sure that it’s just your content that you’re sending and that you’re aware of what you’re sending and how it’s being perceived in the community. LAUREN KASHUK: And how would a business go about discovering a trusted advisor that you speak about? REGAN PESCHEL: So I ever say there’s definitely tons of resources online. You can Google a lot of things. You can get a lot of information on the internet and simply start reading through it. You can also talk to other people. Maybe you have a friend who happens is still in a marketing location. Or perhaps you’ve got some pals who are a lot like your own patrons. You could draft up your own emails and start putting them together and show them to your best friend, or the people who are similar to your current customers.
So, again, I’ll use a knitting shop as two examples. If I own a knitting shop and I’m about to start an email marketing campaign, I might place everything together. And before I smack send, I might actually pull in two of my both consumers and answer, hey, I’m going to send you this email, I want honest feedback about what was working or what wasn’t working when you opened it. Right? So is it something in the subject position that obliged you to open it? Was it something in the actual mas? Did you not get to open it because something prevented you from opening it? And again, that’s where we can kind of drill in a little more granularly and commit actually specific admonition. So some of the things that might prevent you from even being able to have someone open your email are portraits, for example.
So portraits are a difficult subject. You definitely want to have imagery, and you want to have pressuring imagery in there, and relevant compelling imagery. But what you don’t want to have is only portraits. For every one image, you might want to have two paths of content, at the very least. You can be a little more content heavy, but “youve never” want to be simply portraits and “youve never” want to be simply text. If you do simply portraits, when you send out that email, a lot of your patrons, simply based on their browser when they open it, won’t have what’s called portraits permitted. And that means that they don’t ever get to see the portraits. So all they’re left with is either a blank email or potentially simply a couple paths of text. So I ever try and use the rule where if any one of these two things went away, would my message still get to that person? And you kind of ever want to operate in that course. LAUREN KASHUK: So keeping in psyche that balance between portraits and content, something else I know that a lot of enterprises struggle with are just the subject line.
So they sit down to write this email for their business, and they don’t even know where to embark. Can you commit a little advice on how to better write a really pressuring subject position? REGAN PESCHEL: Yeah. So the first segment of admonition I would commit is as a small business proprietor, you, again, know your business, and your industry, and your patrons better than anybody.
So I would just sit down and literally start scribbling out some key words that make sense for what you want to have your message be. What is your brand? Get familiar with your brand. Be be permitted to enunciate it, whether that’s in writing or even simply talking to a friend. Narrow down some of that and then you can start understanding a theme coming through. And then what you want to do is you want to transfer some of that knowledge into essentially what has been the object position. So subject position, again, I consider old school reasoning was keep it longer and put in as much as possible because that are likely to the one chance that somebody gets to read your message. It has evolved quite significantly. And we are really are observing that “if youre using” shorter subject paths, you’re going to get a better click rate.
So people might open it and actually engage with your email. A few reasons for that is everything is moving, undoubtedly, very mobile-centric. So even as a small business or a medium business proprietor, you want to establish sure that you’re looking at who are my purpose customers, and who are my patrons, and are they actually opening it on their desktop or are they opening it on their mobile design. And “its by” statistically, I think they say it’s something like 48% of all email that’s opened today is opened on a mobile design. So, again, that kind of extends into rendering your templates and establishing sure that they gaze as good on mobile as they do on a desktop, and likewise establishing sure that any messaging that you’re sending can be devoured in either version.
LAUREN KASHUK: So just knowing that 48%, as you said, of all email sent are being spoken on mobile, are you able think of maybe some lessons for some enterprises that you’ve seen that have done it really well, whether it’s been on the web or on mobile, but have really understand the marketing room? REGAN PESCHEL: Yeah. So we have tons of clients who do it very, very, very well. We definitely envision people who go in with a strong proclivity for understanding what mobile making should look like and what mobile templates should look like. And then we have people who are very light-green and have just started and we’ve been be permitted to make an impact with them. One firm that I would say that we’ve had a huge impact with is called Committees Inc ., which is a dealer real property marketplace where it tells dealers and homeowners come into one community and find one another so that they can have a better experience around dwelling buying and dwelling selling. What we’ve done for them is– and they, by all means, had a lot of edification already coming into it.
They weren’t super light-green, but they had a lot of betterment to establish. So when they came into our firm and we looked at their emails and supposed, OK, what does your content watch like, what does your subject position look like. Also, more than that, what we look back is what does your directory look like? So your directory, again, kind of be referred to what I was talking about before, is very important. So when they first started transporting emails, the latter are sending a pair thousand emails per month. Now they’re already transporting various million emails per month. And a lot of that is because they probably couldn’t get away with transporting what they were transporting before to that is actually big user basi until they fine-tuned a lot of the stuff we’re talking about.
So that could be playing with the subject position, it was possible to the contents, it could be the frequency in which they send. Another constituent to that would be when you’re looking at your rosters, you want to say– and small to medium-sized enterprises get clearly defined how old is your directory. Right? Like have you had it for 10 times and it’s this list that you haven’t really had a lot of interaction with but you know you simply don’t want to let go of it? Or is this a brand new seek for you and you’re used to go and organically compiling mailing address? If you have a 10 -year-old directory and you’re continually transporting kind of like this random message that comes out every three months, and it’s a newsletter, and it isn’t inevitably super compelling, you actually could be hurting your reputation more than facilitating it.
So getting– again, this extends back to the strategy part– you want to get clearly defined if I do have a 10 -year-old list, perhaps you send out for a while and start tracking clicks and opens. So who’s clicking, who’s opening, who’s actually engaging with my email, and make really great decisions around that. So once you can say, OK, this person, for example, hasn’t opened my email in five months, I maybe lost this person for whatever ground. I may or may not resend to them in the future, but I’m going to segment them out and hang on to them and place them in a different bucket.
And for now, I’m going to really placed all my force in trying to grow the what we call the committed customers. LAUREN KASHUK: Expressing about committed customers, what’s the health amount of occasion that you should be seeing some kind of response from them. You mentioned five months. REGAN PESCHEL: So different institutions of guessing have different ideas around this, different ISPs. Eventually, the ISPs. So, again, like Gmail, Yahoo, MSN, they get to decide what that timeline is that they think is appropriate. And different ones have most conservative timelines and other ones have different longer timelines.
30 eras is very conservative, but that is something that people try and shoot for. So if you haven’t clicked or opened an email in 30 eras, some people believe you must be brought to an end transporting to them. Again, I think it all extends down to how good your brand is and how engaged your customers are, because that may not be true for everyone. Some people may not open an email within 30 eras but they are absolutely going to click on it in 90 eras or 120 eras. So what you want to do is instead of perhaps cutting them off at 30 is you choose what your what we call sunsetting policy is. And that sunsetting policy is what we’re talking about. I’m going to send for a while and watch and envision how many people actual stand committed. And then maybe simply pick a occasion and answer after four months I’m going to stop transporting to this group of people.
And then just take those engaged customers, and then later, as you’re flourishing your directory and you’re having more organic one-on-one raise of speeches, then you can go back to that engaged directory and even pepper in some of those older people and do what’s called a win back campaign. LAUREN KASHUK: Let’s answer that I’m just not having success across the board. I’ve been focusing on my subject position. I’m having pals called in and read my emails before they’re going out. I’ve even revamped my email directory and became sure that everything of my more actively involved patrons are manifested, hitherto I’m not getting any response or I’m not understanding any kind of impact on my business. What would you recommend to our enterprises to do? REGAN PESCHEL: So I suspect first choosing do you want to do it on your own or do you want aid. Right? So there’s two ways to do it. If you’re doing it on your own, again, you want to continue reading and just sort of downing report out there and figuring it out. And just like research projects, you’re going to dedicate time to that and figure out how to self-serve your course through that process.
There’s much easier the resources necessary to do that. If you’re currently driving with an email service provider, I would connect with them and see if they can help you around some strategy. With Sendgrid, for example, if we’ve done everything right and we can see the client’s done everything right and they’re still not getting through, then it indicates that there’s something else maybe going on. So that’s when, if I was the small business proprietor, I would reach out and answer, hey, it looks like I’ve done everything, can you guys take a deeper diving here and envision is there anything odd travelling on with simply Gmail, or is something odd simply going out with Yahoo? And when you have all the data analytics that are telling you that tale, you are able to actually start fine tuning and direction chastening that.
So a lot of the data we supply back to people is clicks, opens, bouncings, but also hard bouncings, soft bouncings, deferrals, how long did it take for that email message to get rebounded back to us, why was it rebounded back to us. There’s some really important report in there. And some of the person or persons that you’re sending to– again, depending on how tiny or big your directory is, and how old it is– it might have nothing to do with you at all.
It might have to do with you’re transporting to smaller regions. So smaller regions, if they no longer exist no matter how often you keep trying to send it’s not going to happen if that land has shut down or it doesn’t exist anymore. So you need that relevant data to articulate, oh, OK, that’s why this happens. So I’m not doing anything wrong. I’m going to keep going with my strategy, but this particular happening happened. So the relevant recommendations I ever commit people is peel into that data and get as granular as you are able to in order to be allowed to stir trained, empowered decisions around your small business. LAUREN KASHUK: Let’s do a deep diving on data that you spoke talk about in analytics. What tools are available for small businesses that maybe want to analyze their emails? REGAN PESCHEL: So, again, if we’re operating under paragraph 1 of the understanding that it’s a small business or a medium-sized business, and let’s say you have a lot of capital, great.
Then there’s some actually awesome external tools that you can purchase that would sit on top of what your current email provider is. If you’re on a budget or if you want to do it very methodically and start either on your own and then accept some internal analytical tools, that might be a good strategy as well. And most ESPs should have some sort of analytical tools available. But the analytical tools that we have, for example, again, would be around your direct and how it’s performing. So click tracking, open tracking, rebound reports. Also, we’re going to give you a directory of down to the email stage of how that person play-act. So, again, the analytical tools that you’re going to look at, you can go and flourish into incrementally.
So just like any small business, you don’t want to kind of leap from here to here, right? You want to start exploiting those tools, looking at that data, referring it back to your business, and fine tuning. And then if you’re understanding a real uplift from email, which is what you want to have happen, all of a sudden you have some receipt coming from that stream, that’s when it “wouldve been” smart to start adding some additional happens in there as well. And what data points do you think are the most important to focus on? REGAN PESCHEL: So the data points for someone rising into this endeavor, in terms of doing a brand new email marketing campaign, actually basic ones, right? You want to get that is actually sorted out before you do anything super complicated. You can go as far as you want, but the basic ones that you utterly should know– who’s opening, who’s clicking, who’s rebound, and what is your spam grievance rate.
So I would say those four happens are probably the most key. So, again, who’s clicking, who’s actually clicking into your email after they’ve opened it. Who’s opening your emails in the first place. How numerous bouncings do you have? And then likewise what is your spam grievance frequency? There’s happens called spam checker apps that you can use ahead of occasion that will really alleviate a lot of this as well, at least for that fourth one for spam. So if I’m going to send out to this list of 2,000 people, before I even smacked send I might run my directory through a spam checker.
And the spam checker’s essentially going to, in layman’s periods, look at it and say this is how spammy you look on a scale of one to five. So already I’ve got a really clear picture of, oh, something either is acting really well on this or there’s a red flag. So then I don’t want to smacked send because I don’t want to hurt my reputation. Yet, I’m going to take that spam checker rating and perhaps have a discussion again with myself, with my friends, with a business consultant, or maybe with your ESP. LAUREN KASHUK: And how much do spam checkers expenditure? Or you said some are free? REGAN PESCHEL: There’s free ones. Oh yeah, utterly. Yeah. There’s great tools that are free on the internet for sure. LAUREN KASHUK: Are there any top of psyche that you are able to recommend to our businesses to look into using? REGAN PESCHEL: I actually can’t think of any off the top of my chief business wise.
We have one built into our produce that before you even propel your campaign, it’s just a button you click on. You run it through and then it mails it out based on what your rating is. So you are able to look at the rating first and decide if you’d like to send it out. LAUREN KASHUK: That is so helpful to know that there’s spam checkers out there that exist.
REGAN PESCHEL: Yeah. LAUREN KASHUK: So let’s just various kinds of wrapping everything there is up. If you could really commit three actionable parts of admonition for our enterprises for what they can do to really envision some great email success, what would those be? REGAN PESCHEL: So number 1, I would say know your audience, and know how to curate a directory and know how to craft a message. Right? So that’s really just saying, I understand who I’m talking to and I’m really focusing my message toward them. So again, to go historically, I consider marketers used to kind of establish everything about , not them per se, but their produce or their firm. And that was something that acted, I suspect, for a while, but it’s evolved significantly. And the new school of guessing is truly make it about your purchaser. So when you send to your purchaser, make sure that, again, you’re personalizing. You’re applying their first name. You’re putting it maybe in the subject position. And you’re really understanding who am I transporting to and what would they want to hear from me rather than what would I want to tell them.
So shifting that paradigm a bit is really important. The second happening is truly placing apprehensions. I think that’s super important. So when you obtain mailing address, make sure you’re giving people the fortune to understand what they’re actually signing up for. So the last happening you want to do is place all this work into your small business, you’re really excited about it, you’re moving on to this next marketing seek, and you’ve accumulated an email address, and someone might simply inherently consider, oh, I’m getting an email once a week from this person, but you send it to them twice a era. That’s a really good way to very quickly get someone to unsubscribe. So, again, instead of demonstrating them that chance to– you lost them in that first swoop, start maybe a little bit slower or keep going at that tempo and give them the chance to what we call liking what they would like to do.
So there’s what’s called a preference center. So in your emails, you’re going to have an unsubscribe association at the bottom of every single email. That’s a really important segment of information for everyone to know, like no matter what you send in marketing emails, ever have that. And then likewise commit them a chance to say, I’m not ready to unsubscribe, but I want what you’re sending me. I simply don’t want it twice a era. I want it once a few weeks. LAUREN KASHUK: So know your audience, make sure that you’re clear with the high expectations, and give them their own choices of what they’d like to opt-in to versus what they wouldn’t. REGAN PESCHEL: Yes. And then the third take away is just really this idea or this abstraction, you are able to consider of it as the three R’s. So transporting to the right email, to the right person, at the right time. And that is actually kind of embraces everything we’re talking about. So, know your audience. Mailing it to the right person, representing you’ve sent it to exclusively people that is actually want it because you know because they’ve double confirmed in.
And then know the right messaging in terms of cadence. So you’re not going to get transporting five times a day. Whatever region you start out, you can always tweak and you are able to slit experiment, but simply make sure that you’re going at a cadence that isn’t going to kind of kill your campaign right out of the gates. LAUREN KASHUK: To recap, we want to target the right message, to the right people, at the right time. REGAN PESCHEL: That’s right. LAUREN KASHUK: Three R’s. That’s easy to remember for our community. And we’re actually out of time today. Regan, thank you so much for meeting us. REGAN PESCHEL: You’re welcome. Thank you. LAUREN KASHUK: And for all of you out there that haven’t visited us on the web, go to g.co/ gsbc. And as a reminder, Regan will actually be in the community answering any questions in a live text Q& A. So if you have a question that hasn’t been addressed here, please stop by and she’ll be able to answer your questions then.
I’m Lauren Kashuk. Thank you so much for carolling into the Google Small Business Community, where we can give you the help you need to succeed on the web ..