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 monetization02:15 - Inheriting an existing email program and getting a "blank slate" for an overhaul with the rebrand09:17 - Three pillars of the customer life cycle15:18 - Starting a segmented newsletter strategy for different audiences17:40 - Testing content performance but unable to find statistical significance20:32 - Changing no-reply to actual email for a two-way communication channel24:55 - Intermission questions29:33 - The three newsletters Naomi picked for Invoice2go35:07 - Successful testing of personalized outreach from faux personas38:46 - Call to action versus call to value test.43:35 - Doing list hygiene for the Later newsletter45:00 - Steps taken to turn engaged subscribers into paying customers47:13 - Key learning from the time at LaterShow NotesParcelInvoice2GoBrazeCordialAmplitudeCustomer.ioLaterBridget CaseyEcoSendGuestNaomi West - TwitterNaomi West - InstagramNaomi West - Website HostLesley Sim TwitterLesley Sim WebsiteStay in touchApple PodcastsSpotifyTwitterSticky.fm Website Hosted on Acast. See acast.com/privacy for more information.