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The challenges of growing a newsletter in big companies - Naomi West

Oct 30, 2023

56:58

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