Articles by Carly Brantz

Carly Brantz

With more than 15 years of experience, Carly Brantz is an email deliverability and inbound marketing veteran. As the VP of Revenue Marketing at SendGrid, Carly empowers her team to transform marketing from a cost center to a revenue generator. With a key focus on funnel optimization, Carly leads the team responsible for content creation, lead nurturing, SEO/SEM, and website optimization. An accomplished speaker, Carly shares her email delivery and revenue marketing tactics as a headline speaker on SendGrid’s international roadshow as well as other Marketing conferences.

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Email Engagement: How and When You Want it

Carly Brantz Best Practices

There’s nothing like those first 24 hours after an email deployment when you’re wondering, how did my email campaign do? Sometimes, despite your best efforts, campaigns that you thought were winners can fall short. So how do you get email engagement how and when you want it? Well, if we had the universal formula, we’d bottle it and sell it for millions of dollars per drop. Unfortunately we’re still working on that one. However, what we can do is guide you in creating your own unique formula that will get you the response rates you desire. Step #1: Get a Metrics Makeover The number one mistake people make is misinterpreting their metrics. It’s important to look at them in totality Read More ›

Marketing Email Inspiration: How GearBuzz Woos You Back

Carly Brantz Email Marketing

Email list growth is the primary goal for most email marketing programs. Achieving it can be a task in and of itself, but inevitably some of the subscribers you worked so hard to acquire, go silent. For optimum email deliverability, we recommend that you automatically purge non-responders from your list every six months. However, before doing so, you can opt to send a “win-back” campaign to renew user interest. Win-Back Campaigns “Win-back” or “reactivation/re-confirmation” campaigns are designed to remind your user why they subscribed in the first place and provide an incentive for them to engage with you again. Send no more than two of these emails, and if those subscribers remain inactive, permanently remove them from your list. Take Read More ›

Email Deliverability Metrics: 7 Metrics to Watch to Prevent Delivery Failures

Carly Brantz Best Practices

When it comes to email deliverability, preparation is key. The fact is that no one is exempt from experiencing delivery failures. With ISPs changing their algorithms all the time to prevent spam, you’re bound to get caught up in their net at some point. However, you can minimize the damage by carefully monitoring your email delivery rates and paying careful attention to the key metrics that will alert you to any problems. Here are the metrics you should keep a sharp eye on. Requests: This is the number of emails sent through the system. This metric is an important starting point in measuring email effectiveness. Delivered Rate: This metric tells you how many of your emails were accepted by the Read More ›

Email Segmentation: Target Your Customers by Demographics and Purchase Behavior

Carly Brantz Best Practices

In our previous blog post, we discussed how segmenting your email by activity can help increase both customer response and email delivery. But, that’s just the first step. Demographics and purchase behavior are two other categories you should pay attention to when segmenting your email. Start with the basics around demographics and then work your way up to behavioral data to optimize your email for maximum response. Demographics Location: Location-based offers are effective particularly for brick and mortar brands or applications that utilize location to power engagement with their platform. If you ask for their address, then use it. Local stores may want to collect zip code. B2B companies may need state. Global organizations will want country. Gender/Age: Use gender Read More ›

SendGrid Spotlight: Tim Jenkins

Carly Brantz Company

As part of our SendGrid Spotlight Series, we’re happy to hear from SendGrid’s co-founder and CTO, Tim Jenkins. I like a challenge. Whether it was breaking the copy protection of Might and Magic as a kid, teaching myself C Programming in high school, elevating to black belt status in Jiu Jitsu, or making email safe from spammers, I need to solve. Luckily, the past four years at SendGrid have been a non-stop journey of coding…and decoding. When I think about what I’ve learned from SendGrid, I look at it from two perspectives. On a granular level, when you’re at a start-up for this long (I’ve worked at a lot of start-ups—none of which lasted more than a year) you learn Read More ›

Transactional Email Inspiration: Why Tonx Asks You to Put a Shirt On!

Carly Brantz Best Practices

What better way to close out the week than with a little email inspiration? As you know we just love transactional email, so we can’t pass up an opportunity to voice our opinion on anything email. We come across so many examples that sharing them seems like one of the best ways to help you create a better program. Here’s an example from coffee brewers, Tonx and our thoughts on what makes it great. (Keep in mind that transactional email has the highest open and click-through rates than any other email so consider using this forum to dialogue with your customer.)   Clear, Fun Subject Line: With a subject line, like this – [Tonx Shipped] – Put a Shirt On! – Read More ›

Email Segmentation: 5 Simple Ways to Increase Conversions

Carly Brantz Best Practices

With web-based communications infiltrating all segments of life, email has become a primary way that businesses communicate with their users. Knowing how to best communicate and market goods and services to customers via email is key to business success and expansion. Whether you send marketing email like newsletters, email promotions, coupons, and special offers, or transactional email such as purchase receipts, notifications, or order confirmations, the batch and blast approach is no longer the right way to communicate with your users. To maximize response and delivery, you cannot treat all of your users the same. With 20% of legitimate email routinely going undelivered, increased usage of engagement data as a delivery determinant, and stiff competition for user attention with social, Read More ›

Double Opt-In: 3 Helpful Tricks to Confirm Your Subscribers

Carly Brantz Best Practices

As you know, having strong permission practices is key to building a healthy email list. So, when designing your email program, you need to decide whether you will use a single opt-in process or a double opt-in. With a single opt-in, a user does not need to confirm their subscription. They simply sign up and are automatically added to your list. With double opt-in, a user needs to proactively confirm his/her subscription. This usually requires the user to click on a link in a confirmation email that you send immediately after they ask to join your list. If the user does NOT click on this link, then they will NOT receive your email. There are pros and cons to each Read More ›

Where Transactional Email and Marketing Email Collide

Carly Brantz Best Practices

Today, there are two main types of email—transactional and marketing email (for definitions on both, check out our recent posts on a) transactional email b) marketing email). Each has their unique place in the email ecosphere that can meet key goals set by your organization. Marketing email is primarily focused on customer acquisition and retention, while transactional email is focused on facilitating ongoing engagement with existing customers. However, both can work in tandem to create a powerful email program that will help you build solid relationships with your users. In order to determine how to best design a program that takes optimal advantage of both email types, it’s important to look at their use cases to understand their significance and Read More ›

Want to Increase Conversions? Then Segment Your Email Streams.

Carly Brantz Best Practices

While we know some of you might be tempted to still do it, sending batch and blast email should be a thing of the past. We’re talking 1950’s past! Instead, we recommend that you use personalized, targeted, and triggered messaging to communicate with your users. It takes a bit more work to design an effective email segmentation strategy, but your customers will appreciate your effort by delivering a higher ROI. To help you better target your users and deliver meaningful and relevant messages that will drive conversions, we’ve created a new free guide, Email Segmentation Strategies: 12 Ways to Customize Your Email Messages, that will show you the ropes. This guide breaks down twelve key tactics that you can start using now Read More ›

Transactional Email Inspiration: REI Knows How To Welcome Their Customers

Carly Brantz Best Practices

Here’s the one thing you need to know about welcome messages. Ready for it? Never subscribe a new user without a welcome message! Know why? Because welcome messages rock and because… An email welcome message confirms the email address. When acquiring new subscribers, maintaining good list hygiene is of utmost importance in maintaining high email delivery rates. By immediately triggering an email at the point of subscription, you can weed out any bad emails before permanently adding them to your file. An email welcome message confirms the subscriber. Inbox clutter is our worst enemy. Many people sign up for email and forget they even did it. By sending a welcome message, you can remind your subscriber of the action they Read More ›

Stop Notification Overload

Carly Brantz Best Practices

How many notification emails do you send on a daily basis? If you aren’t sure, take inventory. Many apps send notifications each time an action is taken. While this is the premise of transactional email, it does have its downside. The result is notification overload. Excessive notifications have started to bombard consumer inboxes and your users are likely not very happy about it. While they may love your app, not everyone wants to receive an email every time one of their friends or followers takes an action. Think about it. The more friends you have, the more notifications you’ll receive. The more apps you have, the more notifications you’ll receive. The more actions you take…well you get the picture. It’s Read More ›