“I’m a very competitive person,” says Eric Krattenstein, the Chief Marketing Officer at Mailify, a French company that helps small and medium businesses create effective email campaigns and newsletters. “So when I see something that looks difficult, like taking a company to the US and competing with in a market with monsters…that appeals to me. The harder it gets, the more fun it looks like.
The email marketing business has its share of American heavy hitters, but Mailify understands a few key principles about email that should give it a leg up. The first of these is the right mix between personal and professional touches. Mailify makes sure every email campaign it works on is hand-moderated, “we’re the only company that says that they do that,” Krattenstein says. However, it keeps these emails from looking to personal by adding an auto-correcting easy-to-make mistakes, like misspelling Gmail. After that, each email is analyzed by either American or French teams. So if a user’s bounce-rate seems particularly high, an outsider eye will take a look at the email’s metrics and find room for improvement, “identify red flags” as Krattenstein puts it, on anything from list clean up to SEO.
Krattenstein is also aware of the size myths, how one supposedly needs a gigantic email list to find and utilize effective data, around email and hopes Mailify will be able to demolish them in front of its users’ eyes. When asked to cite a successful email campaign from the 2014 holiday season, Krattenstein names Best Buy, but, he emphasizes, their success is not due to their size. “People think you need thousands and thousands of subscribers to do A/B testing, and that’s not true. You can take a list with a 100 people and test it…I get an email from Best Buy, you can bet it’s related to all my previous purchases. There’s some other technology in there that helps them on a larger scale, but the truth is by segmenting their database into people who are interested in ‘A’ and people who are interested in ‘B’, that makes it all the more effective. And now when I get an email from them, I know it’s gonna be relevant to me, so I open it.”
Mailify is thrilled to start off their American adventure at WeWork and are doing so by offering 50,000 free credits to members. Sign up at: Mailify.com/WeWork with the code: WeWork to get started and make your email more efficient than ever, regardless of your size.