Traction: How Any Startup Can Achieve Explosive Customer Growth by Gabriel Weinberg & Justin Mares

Author:Gabriel Weinberg & Justin Mares [Weinberg, Gabriel]
Language: eng
Format: epub
Publisher: Penguin Publishing Group
Published: 2015-10-06T07:00:00+00:00

CHAPTER FOURTEEN

Email Marketing

If you’re like us, you have multiple promotions sitting in your inbox right now—coupons, referrals, sales pitches, and more. This is email marketing. Many companies (Groupon, JackThreads, Thrillist, Zappos) use email marketing as their core traction channel.

Email marketing is a personal channel. Messages from your company sit next to email updates from friends and family. As such, email marketing works best when it is personalized. Email can be tailored to individual customer actions such that every email communication is relevant.

For this channel, we interviewed Colin Nederkoorn, the founder and CEO of Customer.io, a startup that makes it easy for companies to send email based on actions their customers take. Colin explained:

If you’re running a real business, [email] is still the most effective way to universally reach people who have expressed interest in your product or site. For that, it really can’t be beat.

Email marketing can be used for all stages of the customer life cycle: building familiarity with prospects, acquiring customers, and retaining the customers you already have.

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