Divya Mulanjur

Mom + Marketer. Currently Product Marketing at @bloomreach_tm

[Divya Mulanjur @Di_Mulan]

Seeing South Asian as an option under Race/Ethnicity in @WellfoundHQ's profile view. Finally!

[Divya Mulanjur @Di_Mulan]

@badpoem

[Divya Mulanjur @Di_Mulan]

People on social media who start their mornings by saying words of gratitude and a morning skincare ritual to maintain a positive attitude - how do you work in potty, breakfast, packing lunch, and 3 meltdowns into all of this?

[Stephanie Griffith @QueenDTC]

Why SMS is so hot right now...

A #LitmusLive2021 thread to expand on my talk!

[Divya Mulanjur @Di_Mulan]

@QueenDTC Loved this! Thank you.

[Divya Mulanjur @Di_Mulan]

@bloomreach_tm @amandajelam @PathwireHQ Oh, I had more than a little help from our amazing in-house email consultant Matej Cambal, deliverability expert Gavin Sherry, and our product team :) Perks of being part of a team that's always prepared for the changing marketing landscape for our clients. #BloomreachBigDeal

[Divya Mulanjur @Di_Mulan]

@PathwireHQ 3C (2/2): Focus on making your content truly relevant. AI, product recommendations, and segmenting your audience will help achieve this. If your data needs are more complex, it might help to look into a CDP + ESP + omni-channel solution like @bloomreach_tm
contd 🧵#EmailCampChat

[Divya Mulanjur @Di_Mulan]

@PathwireHQ 3C: (1/2) Some experts argue open rates were vanity metrics anyway. Whether you agree or not, clicks & conversions have always been more valuable. Optimizing campaign goals, auto send-time, & engagement-based segmentations to these metrics is a good move.
contd🧵 #EmailCampChat

[Divya Mulanjur @Di_Mulan]

@PathwireHQ 3B (3/3): The major impact has been on open-time personalization. Rely on tools that opt for deeper personalization strategies. @bloomreach_tm collects rich first-party data and offers zero-party data tools to personalize emails, all within a single platform. #EmailCampChat

[Divya Mulanjur @Di_Mulan]

@PathwireHQ 3B: (2/3) There's a whole list of things you can do like adjusting open-based triggers, being on top of deliverability, and more. We've outlined all of it in this article https://t.co/AEqyiBxN6Y
contd 🧵 #EmailCampChat

[Divya Mulanjur @Di_Mulan]

@PathwireHQ 3B: (1/3) First, know the extent of the impact on you. In a survey by @Mail_Gun for its 2021 email engagement, only 13.3% said they used Apple Mail to open their personal emails. Build a segmentation to see how much of your base actually uses Apple Mail.
contd 🧵#EmailCampChat

[Divya Mulanjur @Di_Mulan]

@PathwireHQ 3A: It wasn't noticeable at first, but we're seeing a definite impact. For one fast-fashion brand that sends ~1.5M emails daily, the difference in open rates between Apple Mail users and nonusers has gone up from 12% to 17%. Overall open rates are also inflated. #EmailCampChat

[Amanda Elam @amandajelam]

@PathwireHQ 3A: The main concern for me is how the changes will impact our customers. Actually, our very own @Di_Mulan has gone into how businesses can navigate these hurdles in great detail on our @bloomreach_tm Blog! https://t.co/V3sDofE6sz

[Divya Mulanjur @Di_Mulan]

@PathwireHQ @RVshare 2B (3/3):
6) Do not forget about your suppression lists! Or make sure subscription statuses are updated
7) IP warm-up can take time but it's key to the eventual success of the new ESP.
8) Rely on your new ESP's support team & docs. No shame.
9) Breathe!
#EmailCampChat

[Divya Mulanjur @Di_Mulan]

@PathwireHQ @RVshare 2B (2/3):
3) Don't underestimate the effort. Ready an internal team to help out.
4) Make a prioritized list of things that need to move over. Account for preference centers & forms. Prioritize essential triggered flows.
5) Add a buffer to your timeline.
contd🧵 #EmailCampChat

[Divya Mulanjur @Di_Mulan]

@PathwireHQ @RVshare 2A. Because it is time, effort, money, unforeseen problems (hello suppression list that you missed!), moving over triggers, journeys, templates... and of course all expected done within record time AND on top of business as usual tasks. So yep -👻! #EmailCampChat

[Divya Mulanjur @Di_Mulan]

@PathwireHQ 1B (2 of 2): Proper segmentation so the right person gets the right content at the right time matters more than how flashy a brand is. Good design, imagery, and even gifs can make emails stand out. An example of a non-profit email: https://t.co/3r7lpuvQkz #EmailCampChat

[Divya Mulanjur @Di_Mulan]

@PathwireHQ 1B. (1 of 2) Not at all. Email strategy shouldn't live separately from the content, branding, or overall marketing strategy anyway. So what's true for your overall strategy is true for your email strategy as well. contd...🧵#EmailCampChat

[Divya Mulanjur @Di_Mulan]

@PathwireHQ 1A: If someone signed up for your email, they did it for a reason. Engagement improves when users get relevant, timely content that they signed up for, regardless of industry. Good design & personalization matter too. An insurance example https://t.co/l8DY4ZvUn9 #EmailCampChat