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I accidentally sent a test email to ~45,000 of our users, and it turned out to be the best mistake.
Want to share what I learned!
Want to share what I learned!
The email was intended for our internal testing group.
We're trying a new email software and I had been selecting the same segment repeatedly, got a little too comfortable in the process, and didn't realize the segment didn't save before sending.
Here's the email:
We're trying a new email software and I had been selecting the same segment repeatedly, got a little too comfortable in the process, and didn't realize the segment didn't save before sending.
Here's the email:
About an hour later I noticed it had send to ~45K people, not just the 11 in our testing group.
We had 500-600 replies ranging from "Hey!" to "Uh, did you get hacked?"
~*Panicking*~, I sent this followup email (red underlines to indicate dynamic variables based on user):
We had 500-600 replies ranging from "Hey!" to "Uh, did you get hacked?"
~*Panicking*~, I sent this followup email (red underlines to indicate dynamic variables based on user):
Fast forwarding, the campaigns each generated >100% engagement rates.
They also each led to a ~9.6% conversion rate on our top events (i.e. User received email -> logged in and took a significant action on our platform).
They also each led to a ~9.6% conversion rate on our top events (i.e. User received email -> logged in and took a significant action on our platform).
But the best part? The responses from our users.
Our inbox was suddenly flooded with 1,000+ emails of appreciation, amusement, and well wishes to our whole team.
Our inbox was suddenly flooded with 1,000+ emails of appreciation, amusement, and well wishes to our whole team.
Some people just found it funny:
Some people just wanted to say hi:
Some people wanted to say hi and thanks to our founder and chief polyglot, @lingosteve:
Most people struck a combination between saying hi, feeling amused, and sharing their positive feedback of our platform:
There are dozens more! Beyond the warm fuzzies, I got some interesting marketing insights...
What I learned:
1) Double-check the segment before sending all campaigns
2) People crave human connection
3) Users like to hear from *people*, not brands
1) Double-check the segment before sending all campaigns
2) People crave human connection
3) Users like to hear from *people*, not brands
We all get dozens of emails per day. How can you make your brand stand out?
- Be human
- Be weird
- Make people say "Huh? What's this?"
Curiosity tends to drive human behavior. This campaign was proof of that!
- Be human
- Be weird
- Make people say "Huh? What's this?"
Curiosity tends to drive human behavior. This campaign was proof of that!
