Sticky The challenges of growing a newsletter in big companies - Naomi West
In this episode, Naomi provides insights into Invoice2go's efforts to grow their newsletter program. She shares learnings from experiments with segmenting their audience and testing different approaches, as well as the real-world limitations and challenges in executing tests and getting buy-in.
Key timestamps:
00:53 - Naomi discusses her role at Invoice2go and the goals of using email to drive activation and monetization
02:15 - Inheriting an existing email program and getting a "blank slate" for an overhaul with the rebrand
09:17 - Three pillars of the customer life cycle
15:18 - Starting a segmented newsletter strategy for different audiences
17:40 - Testing content performance but unable to find statistical significance
20:32 - Changing no-reply to actual email for a two-way communication channel
24:55 - Intermission questions
29:33 - The three newsletters Naomi picked for Invoice2go
35:07 - Successful testing of personalized outreach from faux personas
38:46 - Call to action versus call to value test.
43:35 - Doing list hygiene for the Later newsletter
45:00 - Steps taken to turn engaged subscribers into paying customers
47:13 - Key learning from the time at Later
Show Notes
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