Numbers• Founded Late 2010
• 48k DAU / 190K MAU (~3k daily signups)
• $470k Monthly Revenue Run-Rate from ~33k customers
• ~600k social media posts scheduled per day
• 31 Team members
• 9 Engineering, 3 Marketing, 7 Support, 2 data
Why didn’t we iterate on emails?
• Hard coded templates in our code base
• Required developer time to think and implement email triggers
• Small developer team, emails not a dev priority over product
• Targeting users part of our larger data problem
Led to not-so-great marketing habits
• Mass emailing our 2 million users
• Lower open and click rates
• Higher spam rates and bounces
• Rough experience for users with irrelevant messages
Solution: Remove developers out of the equation
• Empower any team member to create/style their own emails
• Give them the power to target individual users (without needing dev help)
• ie. Build our own version of customer.io, leveraging Looker to target users
How it works
• Simple cron job running every 10 minutes
• Runs Looker generated SQL queries in redshift to grab user ids
• Sends users notifications/emails
• Some regex magic to look up currently used PDT
How the team is using it
• Started with marketing and lifecycle emails
• Outbound support. Predicting areas for confusion and errors
• Customer Development, targeted surveys